Planejamento estratégico como ferramenta de desevolvimento para microempreendedor individual na indústria de biocosméticos: um estudo de caso

Abstract

This study aimed to develop a strategic planning proposal for a micro–enterprise in the biocosmetics sector, seeking to identify its main internal and external challenges and to propose actions that support managerial improvement. The research is characterized as a qualitative case study, using structured questionnaires as the data collection instrument, and employing the SWOT Matrix and the Balanced Scorecard as analytical tools. The analyses made it possible to identify key strengths. Based on the diagnostic results, an action plan was developed with objectives aligned with the four BSC perspectives: financial, customer, internal processes, and learning and growth. The study concludes that the integrated use of these tools provides the micro-entrepreneur with greater clarity in decision-making, better organization of activities, and strategic direction, demonstrating that strategic planning, when adapted to the reality of micro-entrepreneurs, constitutes an essential instrument to strengthen management and support sustainable business development.