ANÁLISE SWOT

aplicação em uma empresa do setor varejista

Abstract

Marketing professionals need auxiliary tools to achieve good management. SWOT analysis is considered an excellent tool to help managers, its acronyms represent the initial letters of the words strengths, weaknesses, opportunities and threats. The analysis presents the main ways to develop a company, showing its positive points to be taken advantage of, weaknesses that can be harmful, as well as external situations that can boost or threaten its productivity. The objective of this study is to carry out the SWOT analysis in a company in the retail sector, located in the city of Miranda (MS). To achieve the objective, a case study was carried out, using descriptive research, with a qualitative approach and the collection method through semi-structured interviews. The main results obtained indicate that the company's strengths consist of good service, opening hours, product varieties, price and appreciation of the customer and the team, its weaknesses refer to general disorganization, small team and internal space, the company has a high demand as an external opportunity and must be aware of competition, political movement, tourism and political movement as threats.