Proposal for the Implementation of Canvas and SWOT Analysis Tools in a Small Business
DOI:
https://doi.org/10.24883/IberoamericanIC.v8i3.275Keywords:
Strategic planning, Canvas, SWOT analysis, Small business, Business modelAbstract
Objective: The study aims to implement strategic management tools, specifically Canvas and SWOT analysis, in a small consulting firm to enhance its business model and strategic planning processes.
Method: A descriptive, qualitative case study was conducted. Data were collected through literature review, document analysis, semi-structured interviews with the company's owners, and participant observation. The study focused on understanding and improving the company’s internal and external environments.
Results: The implementation of the Canvas tool mapped the company’s business model, identifying customer segments, value propositions, key resources, and revenue streams. SWOT analysis further revealed internal strengths, such as a flexible service offering and strong client relationships, and external opportunities, such as market expansion. Weaknesses, like limited marketing investment, and external threats, including economic challenges, were also identified.
Conclusion: The use of Canvas and SWOT analysis provided actionable insights, enabling the company to refine its business model and develop future strategies. These tools supported decision-making by offering a clear structure for analyzing and improving the business.
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