Universidad Católica Boliviana "San Pablo"

ABSTRACT This work is divided into two parts, the first part contains: Strategic diagnosis and Marketing : In this diagnosis includes validating the vision, mission and objectives, Analysis of the 5 forces of Porter, the analysis of external threats, also evaluates the strengths and capabilities inside the company, it has been made an analysis of the strategies employed by the company. For the diagnosis of marketing, identified the critical success factors and marketing strategies were validated, also made an analysis with the 4Ps of marketing, a survey was conducted to enterprise´s customers Casa Mauricio to determine factors that may be It helps in the proposal and the general conclusions of the area of Strategy and Marketing. For the diagnosis Organizational – Administrative, it's been made an evaluation of the organizational structure of the company, the number of workers made up 14 people and took a leadership analysis to the general manager For the diagnosis Operational - Financial the financial statements and ratios are evaluated and an analysis of sales, because it is the main activity of the company, looking for a breakeven point and making the cost structure. In the second part is made the proposal which is based on the conclusions in each area, it reflects the matrix problem, cause, effect, solution and based on each area and its problems makes a solution you propose to counter problems . Following the conclusions and recommendations it is made.