The objective of this work was to apply the SWOT and GUT matrices to the Association of Recyclable Materials of the Municipality of João Monlevade-MG to analyze its current situation and establish priorities in relation to the main problems raised, in order to serve as inputs for the construction of a strategic planning. In order to do so, the SWOT and GUT matrices were used, as these tools promote the diagnosis of the organizational environment, prioritizing some strategic actions that increase the possibility of success of the organization, both now and in the future. As for methodological procedures, the study is based on bibliographical and documentary research, action research, follow-up of daily activities of the association, participation in internal and external meetings of members and/or partners of the organization, dialogue with the collectors, monitoring, and analysis of the selective collection program implemented. It is observed that the application of the SWOT and GUT matrices contributes to the recognition of characteristics that impair sustainability, productivity, customer loyalty, competitive advantage, among others, as important as the outstanding ones. The result of the research presents factors that have helped to build new phases and actions of short, medium and/or long term in the association, in order to try to guarantee success and sustainability.