ANÁLISE DA GESTÃO ESTRATÉGICA EM MICROEMPRESAS DO COMÉRCIO VAREJISTA DE SANTA HELENA DE GOIÁS​​​​​​​

Abstract

The present study aimed to describe how strategic planning is practiced in microenterprises within the retail sector of Santa Helena de Goiás, accounting the limitations related to the analysis, documentation, and monitoring of strategies, in order to support the development of a technological product for managerial assistance.The research adopted a qualitative approach of a descriptive nature, carried out through a multiple case study method involving microenterprises in the retail sector of Santa Helena de Goiás. Data were collected from a structured questionnaire and analyzed through descriptive and comparative procedures. The findings revealed that, although managers recognize the relevance of strategic planning, its application tends to be intuitive, fragmented, and weakly formalized. A partial use of SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) was observed, whereas tools such as 5W2H (What, Why, Where, When, Who, How, and How much) and the Balanced Scorecard (BSC) were absent from everyday managerial practices. The lack of systematic records and performance indicators compromises the continuity of strategic actions and organizational learning. Based on these findings, a Minimum Viable Product (MVP) was developed using the Smoke Test approach, named IEM - Strategic Implementation in Microenterprises. It was conceived as a simplified digital solution aimed at integrating, formalizing, and monitoring strategic planning within microenterprises. This study addresses an empirical gap concerning strategic practices in retail microenterprises in the interior region of Goiás, a context still underexplored in the national literature, and proposes an accessible, empirically grounded technological solution. It is concluded that technological innovation, when aligned with organizational realities, can mediate the relationship between strategic knowledge and its effective application in microenterprises.