Calazans, Dinara Leslye Macedo e SilvaMedeiros, Renato da Cunha2019-12-022021-09-202019-12-022021-09-202019-11-26MEDEIROS, Renato da Cunha. Planejamento estratégico: um diagnóstico na empresa Empório Regional. 2019. 72f. Trabalho de conclusão de curso (Graduação em Administração) - Departamento de Ciências Administrativas, Universidade Federal do Rio Grande do Norte, Natal, 2019.https://repositorio.ufrn.br/handle/123456789/35599It can be said that the Market scenario is increasingly globalized, dynamic and competitive, therefore, managers should be updated with the market, understanding customer needs, being extremely important the presence of strategic planning. Therefore, this work has as objective the accomplishment of a strategic planning in the company Empório Regional, making a diagnosis in the company in order to present strategic initiatives that can set competitive advantages over competitors, taking into consideration the internal and external environments in which the company is subjected. For this, an analysis of the organizational identity of the company was performed, defining the business, mission and vision of the organization; beyond the analysis of the external and internal environments of the organization and the competitive advantages that the company presents, being established strategic objectives, goals, indicators and strategies that set up the proposed action plans. For obtaining the data, an interview was conducted with the managers, observations were made by the author of the work at the research site, besides using the SWOT and Balanced Scorecard tools. Finally, this paper highlights the importance of the presence of strategic planning in companies, contributing to a more solid and efficient management.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/Planejamento estratégicoVantagem competitivaAnálise ambientalBalanced scorecardSWOTbachelorThesis