Estudo da viabilidade mercadológica e financeira da expansão de uma empresa varejista em Campina Grande – PB.

Abstract

Since the business plan is an important planning tool, through which it is possible to identify the risks and decide about the future of a company, this work addresses through a plan the analysis of marketing and financial viability of expansion and legalization of a small family business in the retail sector located in Campina Grande-PB. During the development of this study we used the bibliographical research method in order to respond and provide support to the proposed problem through a survey the conceptual content of renowned authors on the themes of entrepreneurship and business plan. Then, based on the Business Plan Elaboration Tool Manual provided by SEBRAE, it was possible the achievement of viability indicators and identification of favourable and restrictive factors to the expansion and formalization of the project. Concerning to the nature of the data, it was classified as quantitative and qualitative, since the study was performed based on a marketing research and through data of an existing business. Thus, it was made possible to the market study, the establishment of marketing strategies, the definition of operational processes and the preparation of the financial plan, thus, by knowing the viability indicators and building scenarios required to assess the economic and financial viability. The results showed that in marketing and financial terms, the expansion and legalization of the project displays a viable prospect and return on investment in about 1 year and 5 months. In this light, it is intensified the importance of planning for the entrepreneur as well as the use of management tools to identify, minimize and avoid risks and get a good performance in their enterprise, thus ensuring the transformation of your dreams into reality, with the signaling that it will work, avoiding losses and frustrations.