This phase, as Oliveira (2004) can be divides in four parts that will be worked here with a variation in the exposition, but that it does not run away I think to it of Oliveira: ESTABLISHMENT OF the VISION Is where the company wants to arrive, many times a dream, something unreal, but that say very on the company. This vision provides the great delineation of the strategical planning to be developed. Without establishing a vision, in accordance with the purpose proposal at the beginning of the company, it loses its focus and it is not developed. Therefore, inside of what it was presented, to the vision it must be in simple, objective and comprehensive way, becoming useful for all the involved people with the company. The vision functions as the foundation for what the company if considered to carry through and must be shared by the people who form the group of direction of the justified company and, explained, spread for all the people of the company.

ANLISEAMBIENTAL As Kotler (2000) in this analysis a very important tool is used, called analysis SWOT (of the terms in English strengths, weaknesses, opportunities and threats), this analysis studies the forces, weaknesses, chances and threats to follow: External analysis?