The Forbidden Garden: the Weight of Selling Pastries in the Wrong Place

Abstract

Context: This teaching case tells the success story of a couple of entrepreneurs in the food industry in the city of Aracaju/Sergipe, permeating the challenges and achievements faced in this journey. It is a real story, however the dialogues were simulated to illustrate the sequence of events. The analysis focuses on the business expansion phase and its consequences, showing approaches that allow reflecting the relevance: of management tools, such as the Business Plan; strategic planning; and managerial decision making based on the organizational and environmental diagnosis. Teaching objectives: Students are expected to understand the importance of business and environmental diagnosis, aided by management tools, for decision making, considering strategic actions to solve diagnosed problems. Data sources: The data were produced through semi-structured interviews, with the couple of entrepreneurs, and from secondary sources. Application: The content is suggested for undergraduate and graduate courses in Administration, Business Management, Business Management and related areas, in disciplines such as: Entrepreneurship; Business management; Strategic planning; and Financial Analysis.