Planejamento estratégico para o desenvolvimento da implementação de franquias de micro e pequenas empresas

Abstract

Micro and small businesses are corporate entities that fall into specific size categories, considering criteria such as annual revenue, number of employees, and the economic activity performed. Strategic planning is understood as a management process used to devise a plan aimed at achieving objectives and goals, allowing the creation of a medium- and long-term vision for the company. In this context, franchising is a strategy employed in business management, where a licensing system is established in which the franchisor grants the franchisee the privilege of using their registered trademark. The present study aims to propose a framework of strategic actions for micro and small businesses to implement franchises. The research was conducted through a literature review and a case study, where the owners of JCBox Crosstraining, located in Bagé, RS, were interviewed. The results obtained through the application of strategic planning tools such as SWOT Analysis, 5-Point Factor Analysis, BCG Matrix, and Porter's 5 Forces demonstrated that the company needs to implement some improvements; however, various factors point to the potential for it to become a franchisor shortly. Thus, it is concluded that the proposed tools can support the decision of a micro or small business to become a franchisor.