# data[].attributes.body
The company chosen is multinational ice-cream store present in two counties: Brazil and Italy. The company was created in 1990 by the founders Giancarlo Cagnola and Bruno Maremmani. The company owns 10 proprietary stores and more than 50 franchises.

# data[].attributes.body
The first store was open in Florence - Italy in the 90`s . And within a couple of years the owners expanded the store to Porto Seguro - Brazil. Where the objective was to establish the consumer approval, and in the following years, opening more than 5 stores in the local area. Now the currently strategy of the company is to expand and bring brand awareness all over Brazil, in order to achieve this goal the company adopted the franchise structure and now owns over more than 40 franchise stores spread thru Brazil and Italy.

# data[].attributes.body
The key strengths of the business are the stores service, prices, selected locations and above all the actually quality of the ice cream stands out from the competition, Sorveteria Coelhinho was awarded with the best quality ice-cream for 4 years straight. On the other hand, the marketing of the company barely exists, where the owner put little to no effort in marketing, most of the brand recognition was achieved by word of mouth.

Strengths:
-Customer Service
-Quality Products
-Prices
-Selected Locations

Weaknesses:
- Lack of Marketing
- Lack of Management
-Rude owner

# data[].attributes.body
The biggest opportunity this company have use the franchises stores to establishing their brand name all over Brazil, and a create a long lasting business. However, the threats to the business are mostly competition which is really strong in a tropical country like Brazil and even stronger in Italy with the well known ice-cream culture.

# data[].attributes.body
All the content present in this exercise was based on a phone call interview with the owner.

# data[].attributes.body
In two years from now the company could have over 100 franchises stores around Brazil, based on their franchise growth in the past years. They also have the opportunity to start new stores to other countries in South America and Europe. In order to expand, a new business plan should be set and also investments into the Management and Marketing departments should be made.

# data[].attributes.body
The SWOT analysis helped to understand the goals and objectives of the company with useful insight information, it also provided a good overview of how companies should expand their business and at the same time take care of the currently assets. We learned with the SWOT analysis how to gather information and use it to understand weak/strong points about the business, set goals and objectives and see the big picture of how it works or it should work.