In the first chapter of this paper, the strategic diagnosis will be developed, which in turn is divided into the internal diagnosis of the company and the external diagnosis. In the internal diagnosis of the company, the business model, the value chain and the components of the competitive advantage will be analyzed. While in the external diagnosis, the PEST analysis and the competitive forces of the sector will be carried out. In the second chapter of this paper, the strategy will be formulated. For this, the EFI, EFE and SWOT matrices will be developed. Likewise, the vision, mission, policies and strategic objectives of the company will be defined. Finally, global, corporate, business and functional strategies will be proposed. As for the third chapter, this will deal with strategic implementation with the evaluation of the organizational design and the proposed changes to improve the ...