Development of a strategic plan in a family-run dairy in Brazil

The present work has the initial objective of assisting the elaboration of a strategy for Fazenda Atalaia, a family business of artisanal products that stands out mainly for the production of authorial cheeses, many of them awarded in national and international competitions. In order to achieve this goal, an extensive study of the company and the context in which it operates is carried out, using different tools to develop its mission, vision, and values, to identify the most relevant forces influencing its industry and to map the company's internal strengths and weaknesses, as well as potential external opportunities and threats. The definition of Fazenda Atalaia’s strategy establishes a direction for the company. Thereby, the second goal of this work begins, preparing the company for the adoption of a Performance System capable of guiding the actions of all company employees to the same direction, ensuring the alignment of all those involved. For this, a study is carried out on the concept of performance, aiming to define, among the various potential existing Performance Systems, the one which should be selected for the matter in question. At the end of this study, a hybrid model that involves the Balanced Scorecard (BSC) and the Objectives and Key Results (OKRs) is chosen. Once the Performance System is defined, the work carries out some initial stages of its implementation, as well as a schedule for the subsequent stages of this process. As Fazenda Atalaia is a small and family-owned company, throughout the work it is necessary to constantly adapt the theories studied to the reality and limitations presented by the company, always focusing on developing a proposal that is applicable to its situation and that, in this way, is capable of generating real results for the company, respecting its particularities and adapting the strategy to its real needs.