The objective of this professional sufficiency work is to analyze the strategic plan of Traditional Trade Audit, a company specializing in trade marketing point-of-sale auditing and execution. The development is divided into five chapters that allow for an evaluation of the current situation of the company and the proposal of strategies aligned with its objectives. The first chapter, the introduction, establishes the context and importance of a strategic plan in today's business environment. It emphasizes the need for Traditional Trade Audit to adapt its strategy to a constantly changing and competitive market. The second chapter, strategic planning, delves into the internal and external analysis of Traditional Trade Audit. It assesses its resources, capabilities, and competencies, as well as market trends, regulations, and emerging opportunities. This analysis provides a solid foundatio...