Proposta de planejamento estratégico de um MEI no comércio varejista de cosméticos em João Pessoa

Abstract

Companies are always looking for ways to achieve a competitive advantage over their competitors. With this, strategic planning is linked to the business environment, as a process that allows the organization to have a vision of its internal and external environment, providing the identification of possible risks and opportunities. This work aims to develop a strategic planning proposal for an Individual Microentrepreneur in the cosmetics retail sector in the city of João Pessoa-PB. The study was initially developed by collecting information about the company from conversations with the owner, which made it possible to develop the company's organizational identity. Next, the analysis and diagnosis of the internal and external environments were carried out using PEST tools, Porter's Five Forces Model, SWOT Matrix, and the Business Model Canvas, resulting in the outlining of business objectives, goals, and strategies. In this way, the action plan proposal was created using the 5W2H tool to achieve the objectives and goals established in the planning. After this stage, the defined activities were evaluated and controlled.