O planejamento aplicado a uma floricultura localizada em Betim - MG

The floriculture sector in Brazil presents significant economic potential but also faces challenges such as seasonality and high perishability. This study aimed to propose a planning strategy for a flower shop located in Betim-MG, with the goal of overcoming operational challenges and optimizing its competitive potential. The research adopted a qualitative and descriptive approach, using a case study as the main methodology. The SWOT analysis was used as a reference for internal evaluation, identifying strengths and weaknesses that influence the business's performance. Data collection was conducted through participant observation and informal interviews with the owner. The results indicate that the flower shop has significant strengths, such as product quality, personalized customer service, and strong relationships with suppliers. However, limitations related to physical space, financial management, and market visibility were identified as weaknesses. The study recommends strategies for product diversification, modernization of financial practices, and strengthening digital marketing to enhance competitiveness. It is concluded that the implementation of a planning strategy tailored to the flower shop's specific needs can promote sustainable growth and resilience in the market.