This work portrays the market and business of a family company called Feito em Casa (Made at Home) in activity for over 29 years, as well as its most recent business unit, the Denise Rego Macedo Doces Finos (Fine Sweets). Its threats and opportunities are herein presented along with the manner by which the company has been conducted in periods of difficulty and prosperity. This study also offers support for a new strategic positioning, also proposing viable solutions for the business? future course, through disinvestments or reinvestments. There is also an attempt to separate both businesses in order to identify their true participation in costs and earnings. This analysis also reveals how a small family organization with nine employees functions, demonstrating the personal involvement and dedication of all workers inside the company.