The following professional proficiency project aims to analyse the business plan of JASMEDICA, a family-owned medical center, which focuses on paediatric medical care. The development is divided into four major chapters to assess the company's current situation and propose strategies that will lead the company to achieve its objectives. The first chapter covers the strategic diagnosis of the company, which is subdivided into two parts, the internal diagnosis, in which a brief explanation of the history of the company was made, the analysis of the business model, analysis of the value chain, definition of the competitive advantages and the determination of the strengths and weaknesses of the polyclinic, and the external diagnosis which was carried out through the PEST analysis, Porter's five forces, and the determination and support of opportunities and threats of the environment. Based o...