ANÁLISE SWOT - APLICAÇÃO EM UMA EMPRESA DO SETOR VAREJISTA

Abstract

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