Sobrevivência mercadológica: múltiplos estudos de caso em micro e pequenas empresas

Abstract

It is relevant to understand the process of inserting the MPE into the economic dynamics, due to the barriers that this type of company needs to overcome in order to survive and achieve a good performance. In their universe, strategic planning, carried out as a continuous process of interaction between company and environment, which allows the organization's objectives to be established, is little used, and these organizations have great inefficiency in the strategic process. In this sense, the present work sought to explore how planning contributes to the survival of micro and small companies. For this purpose, based on multiple case studies, it presented and analyzed the behavior of small managers regarding the use of the strategic planning tool in their companies. In this way, the concepts of strategy and its evolution, the concept of strategic planning, the presentation of the elaboration and implementation processes and to point out the difficulties of these companies to remain in the market will be discussed. The initial recommendation for micro and small companies that do not adopt Strategic Planning as a decision support tool would be to apply a simplified methodology. This can positively influence business management, through forms to assist in capturing information to accommodate and elaborate the analysis of the external environment, analysis of the internal environment and development of a logical strategic basis focused on the characteristics and structure of the business model.