APLICAÇÃO DA ANÁLISE SWOT EM UM SUPERMERCADO FAMILIAR: UM RELATO DE EXPERIÊNCIA EM CACHOEIRA ALTA, GOIÁS

Abstract

This work aims to apply a strategic diagnosis to Supermercado Miranda, a small, family-owned supermarket based in Cachoeira Alta, Goiás. The methodology used is the experience report, with a qualitative and descriptive approach, in which the SWOT Analysis tool was applied based on the author's practical experience. The analysis of the internal and external environments provided the foundation for cross-referencing factors to propose strategic recommendations. Among the observed results, it is highlighted that the company lives in a "fragile equilibrium," where its traditional strengths, which ensure its survival, are being actively eroded by operational weaknesses. The analysis of threats, such as direct competition from cash-and-carry stores and rapid technological evolution, reveals a scenario of urgency. Finally, it is considered that modernization, through the adoption of identified opportunities, is not just an option for growth, but a necessity for business’ competitiveness and sustainability.