PLANEJAMENTO ESTRATÉGICO COMO INSTRUMENTO DE SOBREVIVÊNCIA E CRESCIMENTO SUSTENTÁVEL EM MICRO E PEQUENAS EMPRESAS

Abstract

This paper aimed to analyze the relevance and the role of Strategic Planning (SP) for the sustainability and competitiveness of Micro and Small Enterprises (MSEs) in the Brazilian economic scenario. The high rate of early mortality observed in these businesses suggests the absence of a systematic roadmap that minimizes improvisation and risk. The methodology employed was a Literature Review, of a qualitative, exploratory, and descriptive nature, allowing for the critical synthesis of theoretical knowledge on the subject. The results demonstrated that Strategic Planning is an imperative for survival, acting as a bulwark against reactive management and inefficient resource allocation. SWOT Analysis was established as the essential diagnostic tool, providing the comprehensive vision necessary for the formulation of niche and differentiation strategies. It was concluded that the success of the MSE lies not only in economic efficiency but in building legitimacy and resilience, achieved when SP transforms managerial intuition into systemic rationality