Planejamento estratégico para microempresas de óticas: ferramentas para o crescimento, competitividade e sua execução

Abstract

This work has the main objective of proposing a strategic plan for a family-owned microenterprise in the optical sector, called Empresa Alfa, located in the region of Natal/RN, Brazil. To achieve this, strategic management support tools were used, specifically the SWOT matrix and the 5W2H action plan, which made it possible to identify internal and external factors that impact the growth of the business and to propose targeted actions for the company. The research is characterized as descriptive in terms of its objectives, as a case study combined with bibliographic research in terms of procedures, with a qualitative approach. The main data collection instrument was semi-structured interviews with the company's managers. The results allowed the company to examine critical areas that needed improvement and to understand the importance of strategic tools when properly applied. They also pointed out the absence of a structured administrative management and a lack of investment in specific areas, in addition to the need for the implementation of a well-defined strategic plan. The study identified not only negative factors but also positive ones that support Empresa Alfa in making efforts to seize opportunities and eliminate or transform threats into new opportunities. It also built an action plan aimed at achieving organizational goals. For future research, it is recommended to analyze the impacts of the implementation of the action plan in this company and to replicate studies in other companies in the same sector.