Strategic Analysis and Improvement Proposal: A Case Study in Business Consulting

Abstract

This paper presents a strategic consultancy case study of Camélia & Marinho (a pseudonym), a women’s fashion manufacturer based in Northeastern Brazil. The study aimed to diagnose the company’s main competitive challenges and propose strategies for strengthening the business. Using a qualitative methodology, we conducted interviews with the founder, employees, and resellers, complementing these with an analysis of internal documents for data triangulation. The application of strategic analysis tools identified two core problems: the manager’s failure to understand the resources underpinning the firm’s competitive advantage and significant deficiencies in financial management. As a practical contribution, the article provides a direct action plan focused on formalizing the competitive advantage and restructuring the financial area, offering a potential roadmap for other micro and small enterprises in the sector facing similar challenges. From a theoretical perspective, the main contribution is the empirical demonstration that the classic strategy toolkit — including frameworks such as SWOT, VRIO, and Porter’s Five Forces — remains relevant and applicable for diagnosing problems and guiding decision-making in micro and small enterprises, a context often characterized by resource scarcity and informal management.