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.