Construção de um plano estratégico alinhado ao ambiente competitivo: um estudo de caso em uma barbearia

Abstract

Strategic planning is an essential tool for the success and competitiveness of micro and small enterprises in today's market. In the service sector, especially in barbershops, the implementation of well-structured strategies becomes a key differentiator in a dynamic and competitive environment. This study aims to develop a strategic plan for a barbershop located in São Gonçalo do Amarante/RN, using renowned management tools such as SWOT, Business Model Canvas (BMC), and the BCG Matrix. The research was conducted using the case study method, with a qualitative approach and an exploratory and descriptive nature. The study involved diagnosing the internal and external environment, analyzing the services, and proposing an action plan focused on optimizing processes and ensuring the business's sustainable growth. The tools applied enabled the structuring of priority actions focusing on increasing visibility, diversifying revenue streams and improving customer relationships. As a result, the study provides a solid foundation for implementing strategic management practices, ensuring better competitive conditions for the company in the market.