The purpose of this is to develop a Strategic Marketing Plan, in order to identify strategies that can be used by the transport company ITTSA Trujillo City, allowing improve their competitive position. To achieve this purpose, the main studies were: a Strategic Analysis, which in turn became an External Analysis (here performed the analysis of market trends, the behavior of buyers, competitive structure and the analysis of the macro) and Internal Analysis (here situational analysis was performed of the company and competitor analysis priority)._x000D_ We used multivariate techniques such as Principal Components Analysis to identify the profile or users, segmenting them according to their personality traits as their buying habits, and Correspondence Factor Analysis was used to classify transport company’s attributes as perceived by potential consumers._x000D_ On the hand we proceeded to...