Study goals
This technical-scientific report aimed to analyze the opening of a new sales channel in view of the strategic planning and the competitive context of a company established in the city of Cascavel, in Paraná.
Relevance / originality
This article has its relevance in the practical application of strategic tools to micro-entrepreneurs who aim to increase profits using sales channels.
Methodology / approach
The method was based on a single qualitative and descriptive-explanatory case study, with interviews with the manager. The implementation of a new sales channel derived from the company's strategic planning was monitored and assisted, whose development was based on the use of diagnostic tools, such as SWOT analysis, and scenario analysis.
Main results
As a result, it is understood that the company is aware of its strengths and weaknesses, as well as the opportunities present in the market that can be taken advantage of and the threats that must be treated with caution. Although it is not formalized and registered in a single written document, the strategic planning process was conducted and is accessible to the manager for the definition of the company's courses of action.
Theoretical / methodological contributions
The analysis of possible scenarios was carried out, listing the main factors of macro trends, as well as the analysis of the strategic positioning of the company in the face of the pressures of the five competitive forces, in addition to the diagnosis and SWOT analysis of factors internal and external to the organization, positive and negative, that could have an impact on activities.
Social / management contributions
From a practical point of view, this work collaborated to help the manager to understand the analyzes and the benefits that the strategic tools allow when adopted.