Planejamento estratégico em uma locadora de produtos de construção civil: estudo de caso.

Abstract

The civil construction scenario in Brazil shows growth in the representation of the annual GDP, as do the equipment leasing companies in this sector, even when there are moments of economic difficulties. However, the lack of strategic direction is one of the impediments for some of these organizations to achieve success in the market. Thus, the present study structured the strategic planning of a company that leases, sells and maintains equipment for civil construction, located in Caruaru, Pernambuco. Initially, an analysis of the internal and external environments was performed using the SWOT matrix and the Cross SWOT matrix. Next, improvements were proposed based on the points analyzed, such as: updating the organizational culture, feedback with customers, and analyzing the visual part of the information system. In this context, the result was the construction of strategies for the company, to be implemented to increase its competitiveness and stand out in the market.