STRATEGIC MANAGEMENT: FEMALE ENTREPRENEURSHIP IN THE MUNICIPALITY OF IMPERATRIZ, MARANHÃO

Abstract

The work presented here analyzes the applicability of strategic planning to the businesses of female entrepreneurs in the municipality of Imperatriz. According to various schools of thought, strategic management involves defining mission, vision, values, and goals, as well as detailed planning and resource coordination to optimize efficiency and ensure actions are aligned with the fundamental objective. The word "strategia," in ancient Greek, means the quality and skill of the general; that is, the commander's ability to organize and carry out military campaigns. To achieve the established objective, the work uses the following method: quantitative and qualitative research, based on secondary data collection to analyze the quantitative perspective and interviews with female entrepreneurs in the municipality to better understand the qualitative aspect. Through the applied methodology, the work concludes the following: Of the three companies studied, the first, "A," operates in the beauty industry and is the result of a partnership between two women over 40 years old, one white and the other Black. Both have completed higher education. Its classification is: Microenterprise (ME), which is the type of company whose main characteristic is small size. The revenue limit is R$360,000 per year. Regarding formal strategic planning, the company claims to have a plan, including its vision for the future: to be a reference in its region of operation. It has a defined growth plan that aims to expand the range of services and add to its client base. Company "B" operates in the municipal commerce sector, with the following classification: Small Business (EPP), whose main characteristic is gross revenue between R$360,000 and R$4.8 million. There is a formal strategic plan that the owner is already implementing. Company "C" has been operating in commerce for thirty years, with the Individual Microentrepreneur (MEI) classification, a specific category of company aimed at self-employed individuals and small entrepreneurs. The owner claims to have no strategic plan.