The objective of the “Programa de Transformación Productiva”, which is established in a public- private alliance, led by the Commerce, Industry and Tourism Ministry of Colombia, is to improve the competitiveness and productivity of different sectors of the national economy. One of those industries is the Health Tourism, where the country has the goal to turn into one of the most important competitors of the medical services exportation market, based on the promotion of their competitive advantages like, the treatments’ quality, high qualification of the medical staff and also the low costs. The dental sector enterprises in the country have the capacity to export their services. However, most of those companies have a lack of management models which allow them to take advantage of the opportunities that are being created, in order to reach international competitive levels. For that reason, this investigation pretends in first instance, to make a market and industry analysis and description, in order to understand all their dynamics, allowing us to propose a strategic management model to a Colombian company of the dental sector in the city of Bogotá.
