O planejamento estratégico de uma microempresa varejista de roupas femininas para o público evangélico : uma proposta de intervenção

Abstract

Planning and strategy go hand in hand in the day to day of organizations. Together, these two concepts form strategic planning, fundamental for the entire company and which works as a kind of compass, indicating which paths the organization must take to achieve its objectives. The objective of this work was to help a micro-entrepreneur to develop a strategic plan for her microenterprise located in Aracaju SE, which works with the sale of women's clothing and whose target audience is women who attend evangelical churches. To support this work, the theme was approached from the perspective of different authors, aiming to provide the reader with a more in-depth knowledge about the theme. This work was based on an intervention proposal, and for the elaboration of this, the researcher interviewed the businesswoman in order to obtain the necessary information about the store. Through the interview, the interviewer was able to better understand the business, and with the help of the strategic tools used, The SWOT analysis and the Canvas Model, the researcher was able to learn more about the environment in which the organization is inserted. Knowing the environment and the organization, the researcher prepared one intervention proposal with suggestions aimed at achieving the organizational objectives informed by the business owner at the time of the interview. It is believed that this work contributes significantly to the development of the analyzed company, because in addition to suggesting strategic actions aimed at achieving the objectives and expanding the business, through thisresearch, the owner of the company was able to get to know the organization better, the environments in which it is inserted, as well as modeling the business according to the Canvas Model.