Universidad Católica Boliviana "San Pablo"

ABSTRACT This work is divided in two chapters, the first is a comprehensive diagnosis to the Hamacas Clinic in the different areas and the second part is a proposal on the basis of the conclusions of each area. The first part of the diagnosis is focused on areas strategic and marketing where the critical success factors were identified, validated mission and vision, analysis of Porter's forces, also examines the internal and external environment as well as the profile of internal capacities of the company and the strategies employed in the same. For marketing an analysis to the 7Ps of services marketing, used marketing strategy was analyzed as well as also probing two groups out of the clinic and according to these analyses come to conclusions for the proposals. Organizational diagnosis - administrative conducted an assessment to the organizational structure, an inventory of workers. The diagnosis of organizational - administrative performed an evaluation to the organizational structure, an inventory of the workers along with flow charts and manuals of the hammocks clinic functions and an analysis of leadership general manager. The operating diagnosis - financial evaluated the audited financial statements of the last three (2013, 2014 and 2015), efforts were carried out analysis to financial ratios as well as well as analysis vertical and horizontal of the financial statements to determine the balance point and cost structure.