Museu do Sorvete: a memória adoçando um território

Abstract

Strategic Planning has become a widespread practice within organizations. In increasingly competitive and dynamic markets, strategic modeling is essential for more targeted journeys with clear objectives. It is in this sense that the Strategic Canvas (SCANVAS) provides a different way of drawing up strategic plans. In this sense, this dissertation focuses on the application of the Strategic Canvas as an effective and promising approach for the development of strategic planning, especially in dynamic and competitive business environments. In order to analyze the effectiveness of this approach, this work carried out a case study of the Museu do Sorvete. The objectives of the study were to characterize the Museu do Sorvete, map its organizational identity, identify and analyze its strengths, opportunities, problems and threats, analyze the adopted strategies and prepare the Strategic Canvas for the organization. The results revealed that the SCANVAS approach provided a clear and comprehensive view of the strategic components of the Ice Cream Museum. The analysis of organizational identity and internal and external factors contributed to a deep understanding of the organization and its environment. The collaboration in the creation of the Strategic Canvas allowed the active participation of several stakeholders, enriching the strategic formulation. However, some limitations were identified, such as the centralization of information in the owner and the lack of involvement of employees at operational levels. Despite this, the study concludes that the use of SCANVAS is a valuable approach for strategic planning, highlighting its positive aspects of visualization, communication and collaboration. Ultimately, the research highlights the importance of the Strategic Canvas in the search for cohesive strategies aimed at organizational success.