Application of Swot Analysis in the Distributor Company and Commercial Market Souza Cruz

This article focuses on the SWOT analysis, which deals with content related to strategic planning in which the research object is the commercial company Comercial Souza Cruz, located in the city of Manaus / AM, active in the wholesale and retail business. With the general objective of this work was to analyze and identify growth strategies, through SWOT analysis, with the purpose of increasing the profitability of the company in question. During the elaboration of this scientific study, the bibliographic basis was used as a methodology, where it is characterized in a case study of descriptive analysis, through which data collection took place through a documental analysis and semi-structured interview. As a result, it was observed that the company has a favorable location, differentiated service hours and customer loyalty. However, there are still variables to be improved in the company, such as low financial resources, non-standardization of financial data analysis and 50% of its physical structure depends on a lease agreement