Análise Dos Aspectos do Planejamento Estratégico das Empresas Do Segmento de Café da Microrregião de Patrocínio-MG

Abstract

Currently, the strengthening of micro and small enterprises in agro-industrial environments requires strategies aligned to market dynamics and external conditions. In this context, this research aims to analyze whether the opportunities and threats identified in the external environment are reflected in the strategy of coffee companies in the microregion of Patrocínio-MG, through the value proposition described in the Canvas Business Model. The sample consisted of nine companies participating in the MOVE+ project, promoted by SEBRAE between June and December 2024. A mixed methodological approach was adopted (qualitative and quantitative), with descriptive design and content analysis of the documents produced in the project, focusing on the Matrix SWOT tools (with emphasis on external quadrants) and Canvas. The results showed that 66.7% of the analyzed companies presented convergence between opportunities and external threats and the elements of their value proposals, signaling a strategic alignment with the environment. In contrast, 33.3% of the cases revealed divergences, indicating challenges in converting the diagnosis into action. This research contributes, in theoretical and practical terms, by demonstrating the applicability of the integration between the SWOT Matrix and the Canvas business model in small businesses in the coffee sector, strengthening business competitiveness and sustainability.