Resumen

Laserna y Cía. SAS Company has been an example of Tolima’s entrepreneurship for more than 25 years, which have achieved a local and regional growth, it is worth to highlight through a business diagnosis made in this workshop with the methodology of a model of questionnaire for business diagnosis produced by the University of Ibague through the description, prediction and evaluation of the items there related and supplemented with direct observation and analysis of texts that allowed us to understand the theory of the type of work and organizational culture that manages the company in question, which is named as "strategic improvisation", theory developed by Jean Claude Bessudo (2007), it is about a continuous work to solve the problems of day to day and set the business goal of growth and expansion by focused always on the satisfaction of the client, and that could be perfectly reflected in the way of work of the Laserna y Cía. At the same time, it was made a deeper analysis of the Marketing area was carried out through a survey of its main clients and with the results it was made a Marketing plan for the next 2 years, taking into account the growth objectives of the company with clear and measurable strategies for the achievement of the goals and an improvement in the positioning of the brand.