Proposta de aplicação das ferramentas SWOT e 5W2H em uma microempresa de cosméticos e perfumaria da cidade de Jatobá-PE

Abstract

The aim of this study is to propose the application of the strategic tools SWOT and the 5W2H Matrix in a cosmetics and perfumery micro-business located in Jatobá-PE. This was an applied study, whose data was interpreted using a qualitative and exploratory approach, conducting a semi-structured interview with the owner of the micro-business. As a result, it was found that despite the owner's lack of knowledge, the use of these tools can help the micro-enterprise grow. The SWOT analysis made it possible to identify strengths such as adaptability to market changes, weaknesses such as a lack of strategies, opportunities such as growth in the sector and threats such as competition. The 5W2H matrix enabled an action plan to be drawn up to make the most of opportunities and neutralize threats. The results of this study show that the use of strategic tools can help micro-enterprises adapt to the local context. However, as a limitation, the analysis of one micro-enterprise stands out, which restricts the generalization of the results.