Universidad Católica Boliviana "San Pablo"

ABSTRACT In an increasingly competitive world, companies see the need to seek advantages that differentiate them and lead them to excellence. Generally, companies are oriented towards satisfying the needs of external customers, using all their resources to achieve it, leaving aside collaborators. In search of a competitive advantage based on collaborators, it is proposed to use Endomarketing. This tool will differentiate the company and will allow building a company-collaborator relationship, with the aim increasing their motivation and consequently their productivity. Loyalty to human capital, considering it as the main asset, will make the collaborator aware of its important role in strengthening the company, obtaining better results and positively impacting external clients. Endomarketing is loosely applied in companies in Bolivia, therefore it´s decided to develop Endomarketing strategies for the company “Industrias del Aceite S.A.” in La Paz headquarters. To carry out these strategies, first an analysis of the environment will be carried out, determining the main shortcomings of the company, then defining the strategies.