Diagnóstico estratégico: compreendendo a realidade da Ótica Rubi.

Abstract

Given the market environment currently experienced by companies in which the strong competition, new technologies, and consumer behavior, for example, are factors that put companies in a constant challenge, it is necessary to adopt administrative tools that provide a competitive advantage sustainable. Among the existing tools exist there is a strategic management, which enables the company to seize opportunities arising from the external environment, reduce impact of factors of external environment and also check internal strengths and weaknesses, developing strategies, forms of implementation and control for the effective range of the sought result . Within this context, the objective was to develop a management strategic for the Ótica Rubi, with the following objectives: identify opportunities and threats in the external environment of business; identify the strengths and weaknesses of the internal environment of the company and propose tactical actions for the company. For this work it was developed a case study descriptive and applied with qualitative character in which was used as a method and tool for data collection the critical reflection and analysis of internal documents. As a result it was realized that the company presents a threat more serious ophthalmologic consultation gratuity offered by a competitor, and this threat has focused the company's strategy that the legal and ethical impossibility of doing the same practice would offer customers 50 % discount on consultations in the purchase of glasses full, reaching a 20% increase in sales.