5 passos para um bom planejamento estratégico empresarial

5 passos para um bom planejamento estratégico empresarial

Mais do que um simples documento, o planejamento estratégico empresarial é um direcionador essencial para as empresas.

Entidades que nascem sem planejamento estão fadadas ao fracasso ou, no mínimo, entregues à própria sorte, vulneráveis em um mercado de concorrência cada vez mais selvagem.

Em síntese, o planejamento estratégico deve ser capaz de definir qual o panorama atual da empresa, onde se pretende ir e quais ações desenvolver para chegar até lá.

E a elaboração desse planejamento exige a análise de diversas variáveis, levando-se em consideração a situação atual da empresa, dos concorrentes e do ambiente macroeconômico no qual se está inserido.

Veja, a seguir, como encaminhar sua organização ao sucesso por meio do desenvolvimento de um planejamento estratégico empresarial.

1. Institua a missão da empresa

A missão corresponde ao propósito inspirador que enseja a existência do negócio. Na missão, deve estar bem evidente o que a empresa faz e a sua razão de existir.

Tendo sido instituída, ela deve servir como um norteador para qualquer tomada de decisão que seja, de fato, relevante.

Por exemplo, se a organização estuda oferecer um novo item no mercado, deve-se analisar se aquele produto está em consonância com a missão da empresa.

2. Determine a visão da empresa

A visão deve responder uma das mais importantes questões do planejamento estratégico empresarial: onde se quer ir?

Logo, corresponde ao objetivo maior a ser alcançado, podendo estar relacionada a resultados financeiros, presença no mercado ou objetivos específicos como a atividade internacional, por exemplo.

É preciso que se tenha em mente que o mais importante na definição da visão é que essa deve ser alcançável e ter um prazo definido. Sendo que uma empresa pode elaborar visões de curto, médio e longo prazo, por exemplo, visão para 1, 3, 5 e 10 anos.

3. Defina os valores da empresa

Os valores dizem respeito à cultura, às crenças e à filosofia do negócio. E, do mesmo modo que a missão, eles também servem como guia da gestão empresarial, mas estão, sobretudo, atrelados ao comportamento e à forma de atuação da empresa perante os clientes.

Em síntese, os valores podem ser conceituados como os princípios que movem o dia a dia do negócio.

E, ainda que se deva explicitar os valores para todos os colaboradores, o mais importante é que esses sejam seguidos com firmeza pelas lideranças.

4. Ouça os colaboradores

A participação direta da alta direção é essencial, principalmente porque as esferas superiores têm acesso a dados restritos, servindo assim como representantes e fontes de informação.

Ainda assim, é muito importante ouvir e considerar a opinião de cada um dos profissionais — não importa o nível no qual atuem — afinal, já que trabalham diretamente no dia a dia do negócio, podem ter uma percepção diferente das operações.

Além disso, já é consenso que a participação das equipes nas decisões gera maior engajamento. Mas não se deve esquecer que a tomada de decisão final deve partir da diretoria.

5. Atualize o planejamento estratégico empresarial

O gestor deve ter sempre em mente que tanto fatores internos quanto circunstâncias externas podem interferir no rumo dos negócios.

Por exemplo, uma alteração no quadro de colaboradores, o aumento da concorrência, ou crescimento da taxa de juros podem impactar significativamente na empresa.

Diante desses aspectos, não se pode descuidar da adaptação constante das estratégias, mantendo-se sempre atento às oscilações do mercado. Ou seja, ao longo dos anos, deve-se promover uma análise cuidadosa do andamento das ações planejadas, repensando de forma crítica se há necessidade de reformulação.

Um planejamento que seja muito inflexível — ou que esteja desatualizado — pode comprometer um crescimento sólido e constante.

Mas, por outro lado, promovendo a atualização constante do planejamento estratégico empresarial se viabiliza a adequação às mudanças e a manutenção de rumos que levarão ao sucesso da organização.

Agora que já sabe como elaborar um bom planejamento estratégico empresarial, que tal aprender como atribuir metas e, ao mesmo tempo, gerar comprometimento da equipe?

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