Resumen

The increase of phenomena such as smuggling, under the payment of tariffs on goods imported into the territory and under-invoicing threaten the profitability of the textile industry and the areas that work in conjunction with it, because they generate unfair competition between local brands; besides losses not only of money but also of jobs. Therefore, this work aims to conduct a business diagnosis of the company Fibratela S.A in order to know their strengths, weaknesses and current situation both internally and externally to build an improvement plan and impact proposal. The business diagnosis built by Professor Paula Rodríguez Ferro (2012) was used as a work methodology. It was found that the areas of greatest strength are environmental management processes; legal aspects; accounting and finance, production area; marketing and; strategic direction. The areas with shortcomings are human resources in aspects such as salaries, the process of incorporation and training of new personnel, and evaluation of the performance of their employees. Likewise, it does not have a digital dissemination area. It is concluded that, despite the broad trajectory of the company, it is necessary to generate strategies to strengthen the processes of recruitment and selection of employees; definition of salaries and; creation of a digital media area that ensures its presence in social networks with the aim of covering new prospects. The intervention of its weak areas will allow it to continue competing in the market and maintain its good position.