Marketing studies allow analyzing the feasibility of a business proposal, being reliable tools to identify market segments, generating a panorama on which to make decisions. The objective of this article is to analyze the services offered by the direct and indirect competition of advertising agencies in Palmira to determine the feasibility of establishing an agency focused in Pymes. It used a mixed type research, with sequential exploratory design and propositional analysis, in conjunction with a probabilistic sampling, to conclude that there are no advertising agencies in the city, only lithographs and digital printing, which supply the market needs with graphic design and production of printed material.