This work consists in the development of a strategic marketing planning for New California Transportation Company SA, whose purpose is to increase the market position of the company. From the point of view of the customers it could get a better perspective, through a survey which was applied to them, likewise they were regular interviews to the company’s manager, which allowed having an internal better information and a general analysis of the situation in the market. Various strategies were proposed which when they are evaluated by EFE, EFI, FODA matrixes, the most relevant results were: improved staff training to achieve a better customer relationship, market penetration and influence in the competitive advantages. It is recommended to implement strategies that will serve as the basis for maintaining and increasing their current levels of income, innovation as well as in its infrastr...