COSTA, Guilherme Bomfim.
Resumen:
This paper aims to elaborate a strategic planning through a case study in a gelato shop located in Ceará State, Brazil. To assist the analyzes, information available in the database (Scopus, Elsevier and Emerald) was used and on-site visits were carried out with the application of semistructured interviews to the company's employees to obtain the necessary data to discuss the expected results. Then, we used methodologies and tools such as: Importance-Performance Matrix, SWOT and 5W2H for the consolidation of organizational identity, analysis of external and internal environment and strategy design. Finally, the project was presented in a Business Model Canvas - BMC. As a result, it was concluded that the best way to be taken by the company is the elaboration of differentiated products with added flavors. In addition, it has been shown that Strategic Planning remains an important tool to support companies in decision making.
