Uma proposta de planejamento estratégico para uma microempresa: caso da Belly Store Emporium Mulher

Abstract

The survival of a company nowadays has become increasingly difficult because the market is constantly changing in a short time, so the company must be aware of which way it seeks to go and where it wants to go. For this, strategic planning is a tool that provides due management support for its decision-making, in which knowing the objectives and guidelines, the company can position itself in the market in a competitive way. Therefore, with efficient management and proper planning the company becomes more prepared to deal with the difficulties and seize the opportunities. In this work, the purpose is to propose a strategic plan for the Belly Store Emporium Women, which has been operating in Chapecó-SC since 2014. The research is classified as descriptive, with a qualitative approach, using bibliographical, field research, case and documentary. The results reveal that the company did not have a defined strategic planning in its entirety, but only a few steps of it. Thus, the results obtained with this research were: the need to elaborate the proposal of a strategic planning for the company; the definition of the business of the company; the reformulation of mission, vision and values; the analysis of the SWOT matrix, the elaboration of the objectives, competitive strategies and the plan of action to achieve the desired results. With this information, the company was willing to implement the study proposal and improve its performance, making it more competitive.