STRATEGIC MANAGEMENT OF SERVICES ON A MICROENTERPRISES OF SERVICES PROVIDER

Abstract

Due the permanent growing competition in the market of microenterprises, this document of scientific aspect addresses the impact of strategic management of service operations in microenterprise services provider that operates in the automotive industry. The purpose of the study is to identify, explain and analyze the elements that hinder and facilitate the process of the operation, as the main administrator of the business is the owner. Remembering that this theme has different aspects to the referenced content of service, because there is no a parallel with the manufacturing business, that changes the raw materials into goods made in large scale. What is denoted in relation to the owner is the use of practical knowledge obtained in functions performed as employed of automotive companies, but he has to follow the market trends to not stagnate and missing the prestige of microenterprise and your competitors. Then, there are tools such as the Matrix of Slack (2002) that assist to diagnose the competitive criteria and evaluate performance of competitors. Initially the questionnaires were sent, the competitive criteria were sent to the no customers, but the questions about performance criteria were sent to the owner and faithful customers. After that the database was crossed and through the matrix were diagnosed six types of competitive criteria which needed a rearrangement, in a which used a strategic action plan, with the aim of incentive the owner to keep what is appropriate that make faithful customers, but adjust what is necessary so the new consumers get closer.