Adoção do planejamento para antecipar cenários, identificar oportunidades e ameaças e implementar novas estratégias: estudo de caso da Companhia Seguradora Generali Brasil S.A

Abstract

The Insurance sector in Brazil moves billions of reais a year and is one of the most important in the country. The first insurance company in Brazil, Cia Boa-Fé, was founded in 1808 and operated in maritime insurance. The first foreign insurance company in the country was Generali, founded in 1925, which is still present today. Recently, the Company underwent a reformulation of its Strategic Planning and ceased to operate in some branches of the insurance sector. Therefore, the objective of the present research is to raise and describe a real case of an insurance company that adopted planning to anticipate scenarios, identify opportunities and threats and implement new strategies. For the accomplishment of the study, a research with qualitative and exploratory classification was carried out, the case study method was adopted, and the sources of evidence were bibliographic and documentary research, participant observation and semi-structured interview. The sector was chosen because it is one of the most important in the country, in addition to not having many researches related to the topic in the country. The main results obtained in the study were that in order to remain in the Brazilian Insurance market and generate profit in operations, companies need to have a competent planning process. The research was carried out during the COVID pandemic period and this caused limitations in the survey of evidence sources and made face-to-face interviews impossible. It was concluded that Insurers need to constantly and timely carry out analyzes of their Swot Matrix and review the Strategic Planning to maintain profitability in operations.