IS THE IMPORTANCE OF A BUSINESS PLAN: A CASE STUDY OF CÉU AZUL STATIONERY IN ITACARÉ, BAHIA

Abstract

This study aims to explore the ever-evolving landscape of the stationery market, highlighting the remarkable expansion of the sector after the COVID-19 pandemic. The focal point is Papelaria Céu Azul, a small business located in Itacaré, which initially emerged as an opportunity-driven venture with the goal of providing profit and sustainability for the family. Since its establishment in 2001, the company has built a loyal customer base in the region, primarily due to the absence of direct competition at the time. However, changes have brought challenges to Papelaria Céu Azul. The company responded to these competitive pressures by expanding its services and implementing social responsibility initiatives. The central objective of this study is to address the question: How can the development of a business plan contribute to the advancement of Papelaria Céu Azul's competitiveness? This question reflects a mature understanding of the subject matter, grounded in literature reviews and personal reflections. Data collection was conducted using existing materials such as books, websites, and scientific articles. Due to the in-depth nature of the study, field research was carried out to identify potential customers, competitors, and more advantageous suppliers. Based on the analysis of the business plan for Papelaria Céu Azul, which aims to create and strengthen competitive advantages, we can conclude that there is significant potential for business growth and improvement.