PROBLEM the operating companies person from de state of espirito santo in the retail market of autopeas had started to feel the weight of the changes politics, economic and social lived in the last few decades. The opening of the Brazilian automobile market, the reinforcement of the bargaining power of the suppliers and the changes in the consumption behavior have debtor these Organizations to rethink its internal processes and the form to face the changes in the external scene. In this direction, one becomes necessary to formulate Strategical Plans adjusted to the market dynamics. Mainly focados in evidencing attributes that in fact add value for its white public. To cure the displayed inquietudes, it was arisen following question: How to intensify chances of market for the retail segment of Auto Gamma Ltda Parts through the Strategical Administration? OBJECTIVES to answer to the problematic one of this research, were opted to the following objectives: General objective To intensify chances of market for the retail segment of Gamma Autopeas Ltda, taking itself in consideration its internal structure and the effective economic scene. By means of the application of the instruments of the Strategical Administration. Specific objectives To point the occured adaptations in the structure of the company to alavancar the performance in recent years the retail portflio; Mapear the behavior of consumption of this segment; To analyze the internal and external environment, anticipating it the chances and threats, on the basis of its strong and weak points; To narrow the relationship to customers, partners and suppliers; To co-ordinate the strategical orientaes, decisions and actions aiming at to the determination of a superior performance of the company in the long stated period; To integrate its Human Capital with the business-oriented strategies of the Group; To institute methods of evaluation and control of the effectiveness of the adopted strategies; To adjust the demand; To reduce costs; To extend its portflio of customers; JUSTIFICATION the retail segment of autopeas in Brazil acquired a new character in the last few decades. .