Strategic planning for companies

This research aims to analyze the company Lomaque, through an internal and external evaluation of the enterprise, using the SWOT Matrix, its strengths and weaknesses. The project presents the company in detail, showing its physical, legal, organizational and commercial structure (staff, job description, remuneration and work schedule). As such, the evaluation contributes both to the formation of value-added content for the commercial institution (as other people will have access to the content of the work), as well as to the construction of the academic's knowledge. Therefore, the tools described provided the results that will be presented at the end of this study. It will serve as a basis for future research. The methodological processes are in line with the guidelines of the Academic Institution, which are interpreted by four moments. Finally, if we consider that the market for renting construction machinery and equipment is highly competitive and is going through a crisis, partly due to the lack of credit for the construction sector.