Resumen

Currently, micro, small and medium bakeries in the city of Ibagué are a dynamizing element in Ibagueran households and form an important part of the socioeconomic development of the municipality and the department of Tolima and of the cultural machinery of Colombian society. The present research was carried out with the purpose of designing a business diagnosis to the bakery Horneados la quinta that allows it to determine the most relevant characteristics of the sector, such as: Know their mode of operation, the way they manage resources, the management of customer service, the way they conceive and implement strategies, marketing programs and their areas of strategic direction, marketing, production and / or service delivery, accounting and finance, human talent management, environmental aspects and legal aspects of the entity. This study makes it possible for Horneados la quinta to be consolidated as a transitional and dynamizing device for the municipality's socioeconomic resources, which manifest themselves in opportunities for development, progress, employment generation and a closer and more intimate interpersonal relationship between the bakery and the consumer, and to propose improvement plans in search of business competitiveness at the municipal and regional levels.