Strategic planning as a tool for decision making at an english language school: a study case

• Autor(a) principal: Lopes, Thiago da Silva
• Data de Publicação: 2022
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: eng
• Título da fonte: Repositório Institucional da UFRJ
• Texto Completo: http://hdl.handle.net/11422/16669
• topic: CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO::GERENCIA DE PRODUCAO; Planejamento estratégico; Análise SWOT; Balanced scorecard; Strategic planning

Strategic Planning has been used since 1950 in the business world. It went through many different transformations so that it does not become old fashioned. In his research, key factors to build up an assertive strategic planning will be analyzed, for instance, industry data, company records and government issues. A good strategic planning may drive the company way quicker and more accurate towards its mission and vision established by the company itself. The main objective of this research is to analyze through case study methodology how a language English school makes its own strategic planning using tools used at strategic management, such as: SWOT Analysis, Balanced Scorecard (BSC) and Strategic Map, 5W2H, Business Model Canvas, Five Forces of Porter, and Income and Balance Statement. Some key initiatives were found recommended for the company studied, for instance: internationalization, development of own material, and development of technology regarding the metaverse so that a broader share of market can be tackled. It was concluded that the company uses the strategic planning tools, especially, to pivot whenever necessary despite the competitive language learning market. The study showed two of the tools were more used towards the strategic planning development, that was, the SWOT Analysis and the Balanced Scorecard. It was also identified that the 5W2H tool could have been used even more once the action plan was defined it is considered to be a stage of great relevance for the strategic planning.