Diretrizes estratégicas para MPEs: uma proposta para uma empresa do setor varejista de bebidas

Abstract

The need to formulate strategic guidelines through the formalization of short, medium and long term goals are activities widely used by organizations. In this sense, both large companies and Micro and Small Companies can use this tool in order to correct processes, set new goals, set new goals to remain in the market, especially in times when an event that affects the economy occurs of a country, as is the case now caused by the Covid-19 pandemic. According to these premises, this work aimed to elaborate and suggest competitive strategies for the Chopp Gauchão company, located in Palmeira das Missões/RS. For this, field research was used with its chosen clients, characterizing it as a case study with quali-quantitative characteristics, as it investigated a real situation phenomenon of the Chopp do Gauchão company through the collection of information obtained in the application of a questionnaire, whose objective was to identify the level of satisfaction with the service and quality of purchased products. These results were tabulated and transformed into numbers (percentages) and analyzed qualitatively. The survey results indicated that the form of dissemination, as well as promotions, should be improved. It was also noticed by the respondents that the company has excellent service, that the product sold is of good quality, in addition to the fact that the price is accessible. The work ends with the suggestion of strategic guidelines for managers to apply in the company.