Proposta de modelo de planejamento estratégico para uma empresa rural

Abstract

Rural family businesses are characterized by a lack of effective control in their operations, resulting in hasty decisions. Based on this, the study aimed at elaborating a strategic planning model for a rural enterprise, specifically for Ceretta Ltda., located in the third district of the city of Piratini-RS. The research is methodologically classified as descriptive, qualitative and in terms of adopted procedures it is characterized as a case study. The focus of the problem consisted in what would be the most effective contribution of strategic planning to a rural enterprise. Results showed that the strategic planning enabled a wider knowledge on the company's situation, both in the internal and external environment. Also, since the company works with essential products of the global market, the application of this tool can facilitate the exploitation of its strengths and opportunities and, as consequence, the company can become more competitive and address its weaknesses and threats. Therefore, the strategic planning model was developed based on interviews with the business partners and on the theoretical basis, as well as the objective of tracing the mission, the vision and the business. Specific strategic issues were elaborated along with the objective, actions, estimated time and expected effects for each of them. The importance of this management tool, which can provide accurate information on the results, is also highlighted, helping to make coherent decisions.