O planejamento estratégico e seus impactos no desempenho de uma microempresa do setor varejista: um estudo de caso na Casa do Peixe em Bacabal – MA

Abstract

Microenterprises play a fundamental role in the Brazilian economy, contributing significantly to employment generation, income creation, and regional development. In this context, strategic planning emerges as an important management tool capable of assisting organizations in defining objectives, supporting decision-making processes, and improving organizational performance. Therefore, this study aimed to analyze the impacts of strategic planning on the performance of the retail microenterprise Casa do Peixe, located in the municipality of Bacabal, Maranhão, Brazil. The research was characterized as applied, with a qualitative approach, descriptive objectives, and a case study as its technical procedure. Data collection was carried out through a structured questionnaire, semi-structured interview, direct observation, and document analysis involving the company’s manager. The results showed that the organization has experienced continuous growth, increased sales, and the adoption of management practices related to financial control, performance monitoring, and computerized inventory management. It was also found that, although the company does not have a formalized strategic planning process or use structured strategic management tools, its decisions are guided by goals and the manager’s accumulated experience. Furthermore, opportunities for improvement were identified, particularly regarding employee training, financial management enhancement, the implementation of strategic tools, and customer loyalty programs. The application of the SWOT matrix and the 5W2H action plan enabled the identification of strengths, weaknesses, opportunities, and threats, as well as the proposal of actions aimed at improving management practices. It is concluded that strategic planning can significantly contribute to strengthening the competitiveness, internal organization, and sustainability of the studied microenterprise, promoting better results and a greater capacity to adapt to market demands.