Plano estratégico de uma cooperativa de crédito: análise do alinhamento de percepções da diretoria executiva

Abstract

The globalized world has presented many challenges for organizations in an environment of competitiveness. Organizations need new strategies, new planning. To do so, it becomes important to evaluate their current strategies so that they can develop new actions and become more competitive and more focused on their market segments. Strategic planning when aligned allows managers to achieve goals, objectives and development opportunities in the search for competitive advantage, thus enabling a better analysis of the internal and external environment of the organization, and consequently, preventing any turbulence in the face of the market. In this direction, the present study aims to analyze the alignment of perceptions about Strategic Planning among those in charge of the executive board of a credit union. The study is an applied and descriptive research. Regarding the procedures of data collection, a case study, field research, bibliographical and documentary, a qualitative research is carried out. The collection procedures were: semi-structured interview with the financial director; questionnaires with the organizational, administrative and operational directors; documentary through the institutional website. Data analysis was developed through content analysis. The results of the present study pointed out that there is an alignment of perceptions about the strategic planning among the executive directors of the cooperative, which gives the cooperative a competitive advantage in the gain of effectiveness and results, since the objectives and goals of the planning are being reached in the majority. The alignment of perceptions of the management team allows the construction of new scenarios and risk reduction of the cooperative in an increasingly competitive market.