OS DESAFIOS DA APLICAÇÃO DO PLANEJAMENTO ESTRATÉGICO NAS MICRO E PEQUENAS EMPRESAS DE PALMAS -TO

Abstract

The present study aims to perceive the challenges of the implantation of the Strategic Planning (SP) on Micro and Small Enterprises (MSEs) in Palmas-TO. It is necessary to tackle several methods of strategic planning in order to compare them afterwards; depict the strategic planning of these enterprises, and mention the difficulties, failures and criticisms found when applying the strategic planning. The research characterizes itself as a qualitative one, emphasizing the exploratory/descriptive process. The work was carried out during the first semester of 2014 and the sampling was formed by consultants of the Serviço Brasileiro de Apoio às Micro e Pequenas empresas (SEBRAE) and also of private consulting firms. The semistructured interview was the tool used for the collecting of data, and the evaluation of the answers was done by content analysis. According to the participating consultants, the obtained results show that the micro and small enterprises in Palmas that use the strategic planning are operating better than the ones that do not use it, concerning the following aspects: expanded longevity, better competence of the managers and businesses expansion, taking into account that it is a useful method to define the goals and the future of the enterprise. Also, the use of the strategic planning is viable, thus increasing the chances of success of the MSEs. It was possible to identify some limitations in the micro and small entrepreneurs on the implementation of this strategic methodology and the main difficulties encountered by them refer to the managerial diagnosis, preparation and execution of the plans. It can be jut out that this process can be implantanted in the enterprise for a period ranging from two to three months and has to count on the external help of an expert in its preparation and implantation. This was based on the consultants’ opinion, a favorable solution for themselves.