Empreender minimizando riscos e otimizando viabilidade: o caso da Lady Malu.

Abstract

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.