| dc.description.abstract | Retail is a sector in constant growth and transformation and to keep up with the challenges and demands imposed by the new market scenarios, it is necessary for organizations to have strategies to achieve their goals and, in addition, ensure their survival. Thus, using management techniques, this work aims to develop a strategic planning for a retail company of construction materials located in the city of SantiagoRS, which has been active in the market for over 20 years. For that reason, the methodology used is classified as to nature, as applied, as to objectives, as exploratory, as to approach, as quali-quantitative, and as to procedure, as a case study with the objective of developing strategies to boost its business growth. To this end, initially the internal and external environment was analyzed through the SWOT Matrix and, based on the crossing of the information obtained, the objectives and strategies were outlined using the Balanced Scorecard (BSC) methodology to measure and monitor the results by those responsible. Finally, aiming at directing and controlling the company's actions, an action plan was developed, guided by the 5W2H methodology. The result was the strategic planning of the retail company of construction materials based on the mission, vision, and values previously established. | |
