During the year 2022, and within the framework of the guidelines for the development of the Capstone degree option at the School of Administration of the Universidad del Rosario, the students Daniela Beltrán Zabala, María José Garzón and Natalia Martínez Rugeles carried out a diagnostic exercise at the company UnoSeis18, under the direction of professors Raúl Sanabria and Rafael Alejandro Piñeros. The objective of the diagnostic exercise was to understand and evaluate the management of UnoSeis18 in different areas of the company such as logistics, marketing and the organizational horizon. As a first step, multiple dialogue sessions were held with the owners of the company to collect information on processes, sales, customers, suppliers, market segmentation, organizational management, logistics, market trends, among other relevant aspects. Subsequently, it was agreed to create matrices that would allow clarity on the current state of the company, such as the SWOT, the competitive profile matrix, the internal factors matrix, the external factors matrix, the MIME matrix, the diamond of Porter's five forces and the value chain. In accordance with the diagnosis made and the construction of the respective matrices, some related aspects were evidenced, on which improvement strategies are suggested. The first 14 of them is the absence in the marketing area, which generates a low customer acquisition, the appearance of dead periods and a low level of sales, which is reflected in the financial statements, where problems are identified. in costs and low utility, when analyzing the different financial indicators. In this sense, around the costs, logistical problems are evident, such as the non-existence of fixed suppliers with whom strategic alliances can be made, which generates an increase in them. The foregoing, due to the management of the same costs as an ordinary consumer and the lack of precise control of some external factor. Likewise, effects associated with the lack of effective distribution of tasks within the organization are observed, caused by insufficient personnel to cover all the tasks. Therefore, it is important to address these aspects, in a market with high competition and a high variety of services and where it is desirable to avoid the loss of potential customers for the company. In the second stage, a series of workshops were organized with UnoSeis18 to create spaces where essential factors of the company and opportunities for future growth were identified, as well as to develop strategies for improvement and positive impact for the brand. Through this degree work, the proposals to improve the management of the company are made known, as a product of an investigative process. The workshops worked were carried out after generating a process of prioritization of variables in which it was decided that the areas that required greater attention were the area of marketing, organizational management, and human resources.
