Calazans, Dinara Leslye Macedo e SilvaPontes, Janaine de Sousa2023-12-222023-12-222023-12-08PONTES, Janaine de Sousa. Iniciativas estratégicas a partir da análise do ambiente de negócios de um e-commerce de moda praia. Orientador: Dinara Leslye Macedo e Silva Calazans. 2023. 40 f. Trabalho de Conclusão de Curso (Graduação em Administração) - Departamento de Ciências Administrativas, Universidade Federal do Rio Grande do Norte, Natal, 2023.https://repositorio.ufrn.br/handle/123456789/56835The following work aims to suggest strategic initiatives through the analysis of the company's internal and external environment, as well as its strategy-guiding elements. This approach aims to improve the organization's performance both in the competitive scenario and in its daily activities. The Brainstorming technique was used to collect data and ideas regarding the company's internal and external environment, in a participatory meeting with employees. Subsequently, the data obtained was categorized and organized according to the vision of the owner manager. In this way, the organization's identity was created, with the definition of its business, mission, vision and identification of organizational values and objectives. The SWOT matrix was used to identify the strengths and weaknesses present within the organization. The analysis of the external environment was carried out considering the PESTEL variables (Political, Economic, Social, Technological, Environmental and Legal). The strategic window resulting from the SWOT crossing was analyzed and an action plan was created through 5W2H. From the strategic initiatives, possible paths to achieve the goals were highlighted. Finally, the initiatives highlighted in this study highlight the relevance of the company knowing its operating environment and its organizational identity, meeting the importance of implementing the actions indicated in this analysis, to achieve success and expected results, given the dynamic environmental context in which it is inserted.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/estratégiaanálise ambiental SWOTplanejamento estratégicoe-commercemoda praiabachelorThesisCNPQ::CIENCIAS SOCIAIS APLICADAS