Planejamento estratégico para o desenvolvimento da implementação de franquias de micro e pequenas empresas

Abstract

Micro and small enterprises are business entities that fall into specific size categories, considering criteria such as annual revenue, number of employees, and the economic activity performed. Strategic planning is understood as a management process used to devise a plan aimed at achieving objectives and goals, allowing the creation of a medium and long-term vision for the company. In this context, franchising is a strategy employed in business management, in which a licensing system is established where the franchisor grants the franchisee the privilege of using their registered trademark. This study aims to propose a framework of strategic actions for micro and small enterprises to implement franchises. The research was conducted through a literature review and a case study, in which the owners of the company JCBox Crosstraining, located in the municipality of Bagé, RS, were interviewed. The results obtained demonstrated that through the application of strategic planning tools, SWOT Analysis, 5-Point Factor, BCG Matrix, and Porter's 5 Forces, the company needs to apply some improvements. However, several factors point to its capability of becoming a franchisor soon. Therefore, it is concluded that when a company's elements converge and are aligned, the company becomes more conducive to growth.