A matriz Swot como ferramenta estratégica na gestão comercial de pequenas empresas: um estudo de casos nas empresas Gringos Grifes e Valéria Modas na Cidade de Igarapé Grande – MA

Abstract

This article aimed to analyze the application of the SWOT Matrix in the commercial management of small businesses in the clothing sector, focusing on two stores located in Igarapé Grande – MA. In a context of high competitiveness and limited resources, even microenterprises need to adopt strategic practices to guide decisions and promote sustainability. The research used a qualitative approach, with semi-structured interviews conducted with two managers responsible for the companies analyzed. The SWOT Matrix (Strengths, Weaknesses, Opportunities, Threats) was chosen for its simplicity, accessibility, and potential to support the identification of internal and external factors influencing organizational performance. Results showed that although not applied formally, the tool is recognized as useful in practice, helping managers analyze their business environment and organize commercial actions. SWOT proved effective in identifying internal strengths and weaknesses, as well as in mapping external opportunities and threats. Its intuitive use contributed to more structured and strategic management. It is concluded that, even in operationally limited contexts, applying the SWOT Matrix is viable and brings concrete benefits to planning and decision-making in small businesses. The study highlights the relevance of strategic management for small enterprises and emphasizes the value of simple yet effective tools to support competitive development