Planejamento estratégico em duas microempresas do setor de saúde animal
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Data
2019-12-02
Autores
Tokunaga, Yasmin Souza
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O Planejamento Estratégico auxilia na identificação dos pontos fortes e fracos de uma
organização e no reconhecimento das possíveis oportunidades e ameaças. Quando bem
elaborado, o planejamento estratégico pode resultar em vantagens competitivas para o
negócio. Entretanto, ainda é pouco utilizado pelos pequenos e microempreendedores, que
normalmente apresentam estruturas mais informais. O presente estudo teve como objetivo
elaborar dois planejamentos estratégicos para duas microempresas do setor de saúde animal
localizadas na cidade de São Paulo, com o intuito de obterem um melhor posicionamento no
mercado. A pesquisa-ação será realizada a partir de uma abordagem qualitativa, apresentando
uma natureza básica e classificada quanto aos objetivos como exploratória. O
desenvolvimento deste trabalho foi dividido em duas etapas principais. A primeira etapa
consistiu na realização do diagnóstico estratégico das duas empresas com o auxílio das
seguintes ferramentas: Canvas, Cinco forças de Porter, Matriz BCG e Matriz Swot, com o
objetivo de analisar os ambientes internos e externos de cada uma das organizações. A
segunda etapa foi a elaboração do planejamento estratégico, com o desenvolvimento de dois
planos de ações, incluindo as atividades e metas a serem seguidas. Nesse processo foram
utilizadas as ferramentas: Matriz de Ansoff, Balanced Score Card e 5W2H. O último passo
foi a validação dos planejamentos estratégicos com os gestores para a avaliação das iniciativas
propostas
The strategic planning is a importante tool to identify strengths and weaknesses, for improvement of an organization and to recognize potential threats and opportunities. When well designed, it can result in competitive advantages for the business. Small and micro entrepreneurs, hardlly uses a strategic planning, usually choosing more informal procedures. The present study aims to elaborate a strategic planning for two micro companies of the animal health sector localised in the city of São Paulo, in order to obtain a better positioning in the market. The action research will be conducted from a qualitative approach, presenting a basic nature and classified as exploratory objectives. The development of this work was divided into three main stages. The first stage, consisted of the strategic diagnostic of the two companies with the help of the following tools: Canvas, Porter's Five Forces, BCG Matrix and Swot and decision Matrix, with the objective of analyzing the internal and external environments of each organization. The second step was the elaboration of the strategic planning. This step was divided in two action plans, with activities and goals to be followed. In the process it was used: Ansoff Matrix, Balanced Score Card anda 5W2H. The last stage was the validation of the strategic plans with the managers for the assessment of the proposed initiatives
The strategic planning is a importante tool to identify strengths and weaknesses, for improvement of an organization and to recognize potential threats and opportunities. When well designed, it can result in competitive advantages for the business. Small and micro entrepreneurs, hardlly uses a strategic planning, usually choosing more informal procedures. The present study aims to elaborate a strategic planning for two micro companies of the animal health sector localised in the city of São Paulo, in order to obtain a better positioning in the market. The action research will be conducted from a qualitative approach, presenting a basic nature and classified as exploratory objectives. The development of this work was divided into three main stages. The first stage, consisted of the strategic diagnostic of the two companies with the help of the following tools: Canvas, Porter's Five Forces, BCG Matrix and Swot and decision Matrix, with the objective of analyzing the internal and external environments of each organization. The second step was the elaboration of the strategic planning. This step was divided in two action plans, with activities and goals to be followed. In the process it was used: Ansoff Matrix, Balanced Score Card anda 5W2H. The last stage was the validation of the strategic plans with the managers for the assessment of the proposed initiatives
Descrição
Palavras-chave
Planejamento estratégico, Diagnóstico estratégico, Plano de ação, Microempresas, Saúde animal, Strategic planning, Strategic diagnostic, Action plan, Micro companies, Animal health, Pequenas e médias empresas