O planeamento estratégico da empresa drogaria da Zambézia, Lda.

Abstract

This Dissertation aims to study the strategic planning of Drogaria da Zambézia, Lda. This company has been operating in recent years with a relatively stagnant and not very encouraging performance. The choice of this company is mainly due to the availability of data collection, by the author who has worked on it and also because the company has been operating for fifty- eight years in the Market, allowing monitoring and having a better understand of their strategies over the period. The main objective of the research is to propose a strategic plan for the next three years (from 2013 to 2015), capable of translating the mission and current strategy of the company in a set of actions to achieve the desired strategic objectives, supported by the current financial performance. In this perspective, the current financial position of the company is evaluated through the financial indicators and the vertical analysis of income statement, followed by strategic diagnosis (internal and external) in order to determine the competitive position of the company. Then, the Leadership in Total Cost strategy (Michael Porter Model) is proposed and supported by an action plan and its respective schedule activities, that is subsequently dealt with by the forecasted income statement. The study concludes that the current business strategy of the company does not allow optimal management of operating costs and its strategic management does not allow the company to be competitive and achieve significant competitive advantages over its competitors. Therefore, it recommo Abertoends practical actions in order to overcome the present difficulties and increase their competitiveness. Encouraging results are expected with proper and rigorous implementation of the action plan.(TRADUÇÃO NOSSA)