The use of the SWOT matrix as a strategic tool

A case study in an AUTO PARTS in Santa Maria de Itabira - MG

Abstract

The main objective of this work was to identify whether the use of the SWOT matrix as a strategic tool allows the company to remain competitive in the market. The methodology used was qualitative through case studies. For data collection applied a focused interview, for the owner partner, and the results revealed that in the vision of the entrepreneur, the strengths of the company are the presence of the owners, the internal structure of the store, the goods, financial, skilled labor and the brand. It was found that the weakest points were lack of advertising, low level of contacts with customers. With the main Macro Environmental threats the entrepreneur identified, economic threats that according to the current situation directly impact on business, tax laws, social threats with the new consumer behavior impacting on business. Micro Environmental factors are consumers with financial difficulties, While micro environmental factors the entrepreneur cites consumers who are extremely important to the company, competitors as allies and finally suppliers that are the key part of the company.