A APLICAÇÃO DA ANÁLISE SWOT NA EMPRESA DE CERÂMICA VISTA ALEGRE, EM MIRANDA/MS.

Abstract

The present Course Conclusion Work (TCC) aimed to analyze the competitiveness level of Cerâmica Vista Alegre, located in Miranda/MS, through the construction and application of the SWOT Matrix. Given the competitive scenario of the ceramic sector, the research sought to diagnose the company's strategic situation, identifying its internal factors (Strengths and Weaknesses) and external factors (Opportunities and Threats). The methodology employed was qualitative and exploratory, using a case study to deepen the investigation into the organization's reality. The results revealed that the company's main Strength is the consolidated management experience and the positive perception of customers regarding product quality (brick, slab, and roof tile cap), while the central Weaknesses lie in the lack of quality certifications, the technological challenge in specific processes, and the unspecialized workforce with high turnover. The analysis confirmed that the Local Monopoly (being the only ceramics company in the city) is the main advantage of the company, but concluded that the SWOT Matrix is an essential tool for strategic planning, providing subsidies for Cerâmica Vista Alegre to formulate internal development strategies (training and innovation) to mitigate risks and capitalize on its competitive advantage.