Planejamento estratégico como forma de maximizar o desempenho de uma empresa do setor de peças agrícolas

Abstract

Strategic planning, which originated in the military, has become part of business culture. To succeed in various areas of business, it is essential to understand the industry in which one operates, or in other words, the battlefield. To use the technique of strategic planning, there are numerous tools available, some of which are discussed in this paper. The SWOT matrix is one of the most popular tools in strategic planning, perhaps due to its practicality of application. This paper uses the matrix in conjunction with its derivatives, and implements and analyzes it in order to boost the revenue of a retail agricultural parts company. Based on a survey conducted with predefined questions applied to the company's partners and employees, strategies were developed and suggested to be adopted by management in the short and medium term. In addition to the SWOT matrix, the Mission, Vision, and Values were established for the organization under study, and the Five Forces of Porter and GUT Matrix tools were used to prioritize actions to be developed. From this analysis, it was possible to determine the company's mission, vision, and values, as well as its strengths, weaknesses, opportunities, and threats. The resulting SWOT matrix was then cross-referenced with Porter's Five Forces to develop offensive, confrontational, reinforcement, and defensive strategies for the company. These strategies include creating scheduled parts sales campaigns, reinforcing the company's market knowledge, adding agricultural and mechanical consulting services, and hiring an agricultural technician to prospect clients and provide consulting services. The strategies aim to anticipate customers' needs, reinforce the brand and differentiated service, increase the company's relevance to its customers, and maintain and expand the current customer base.