Universidad Católica Boliviana "San Pablo"

ABSTRACT This research work refers to problems of management the producer and marketer of layer base and sub Arihor SRL core with a market focused on the provinces Andrés Ibáñez and Warnes. Develops a theoretical framework around the concepts of business management and strategic planning to develop. The extraction, production and marketing sector was also detailed aggregates in the area of the lathe and La Guardia, which belongs to the location of the company Arihor SRL. Then is a field work, where were surveyed to employees, prospects, customers of the company, as interest groups they said regarding the management practices in the same. In the same way was an interview with the owner to learn about the strategic direction of the company Arihor SRL. In field work was detected that the company have a level low positioning against the competition and required to enhance their strengths and overcome their weaknesses so must develop a strategic approach to differentiate themselves from the competition, because the market demands a change in the approach of management that the company needs to incorporate. In this sense in the proposal offered strategies and tactics from the SWOT analysis, enabling a focused strategic planning to improve the profitability and competitiveness of the company, using a mission, vision, goals, policies and organizational structure focused continuous improvement and quality, to increase sales of the company Arihor SRL and positioning.