Gestão estratégica em tempos de crise: plano para uma microempresa de educação infantil em Parauapebas - PA.

Abstract

The difficulties in managing microenterprises become more evident in times of crisis. Thus, companies need to reassess the management model as an essential criterion to keep the business running in the face of the pandemic caused by COVID-19 in the world. The objective of this work is to make a diagnosis of the current situation in comparison to the study carried out in the same organization in 2018, in a child education company in Parauapebas/Pa. The collection of data and information was carried out through a survey with the owner of the microenterprise, through a qualitative form that sought to outline the perspectives on priorities and the internal situation of the organization, in addition to its external perceptions about the early childhood education sector. With the data and information collected, strategic management tools (performance objectives, 5 Porter's Forces, SWOT Matrix) were applied to diagnose the current situation of the micro company in relation to its positioning in the market, comparing them with the moment of 2018, and the strategic planning tools (Matrix GUT and 5W2H), used to prioritize the strategic goals proposed by the study. Finally, the 2020 strategic plan was reformulated, where the goals were more associated with cost, due to the fact that the CEI stopped operating as an action to face the pandemic and needs to be maintained in the best possible way. The goals related to differentiation have been proposed for a period of two years, when it is expected that the crisis caused by the Coronavirus has already been alleviated. In general, there were difficulties for the CEI to compete with other teaching centers and the loss of large numbers of students, destabilizing the costs.