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The current business scenario is facing several global challenges, such as environmental crises, technological disruption and, more recently, the global and persistent Covid-19 pandemic. Organizational change is a cardinal necessity in today's business environment due to various factors impacting its long-term performance and success. These circumstances have highlighted the shortcomings of traditional management approaches. The objective of the research is to develop the SWOT analysis to contribute to the improvement of business management. The historical-logical method, analysis-synthesis, strategic tools derived from the SWOT analysis and empirical methods such as literature reviews, informal interviews, direct observations were used. This makes it possible to provide the company with competitive advantages, guarantee its adaptability in the sector to which it belongs, seek to strengthen opportunities and reduce threats.