COSTA, L.G.; COSTA, Luciene Gomes da.
Résumé:
The present work highlights the importance of some management tools, such as the strategic
planning and business plan to reduce the risks and analyze the feasibility of the venture. Its
objective is to evaluate the marketing, economic and financial feasibility of creating a brand
new women's hosiery, Lady Malu, which will have its headquarters of distribution in
Campina Grande - PB. It was applied the method of literature research to strengthen the
conceptual basis that involves the theme adopted, as well as a case study, which provided
conditions for a detailed analysis of the implementation of the project. After the information
collected, the Strategic Planning was conducted in order to ascertain the strengths and
weaknesses of the organization as well as the opportunities and threats that the external
environment will provide the brand Lady Malu. Then, the survey data were entered into the
online platform SEBRAE, and thus prepared the Business Plan, which allowed the
entrepreneur to know the advantages and disadvantages of the launch of the brand in the
market, as well as your target audience, the profile of customers, suppliers and competitors.
Its production capacity, operational processes and its estimate of revenues, costs and profits
were also analyzed. At the end of the study, it was found the projection of viability of the
enterprise, whose return is planned for a period of approximately nine months, if the premises
of strategic planning and business plan are considered and practiced. It is stressed, therefore,
the need to use the management tools to reduce risks and to promote the good performance of
the enterprise.
