The purpose of this research is to carry out a situational diagnosis for the company Pago FácilCoguasimales, whose main objective is to ensure that this company maintains and improves its position in the market, thus achieving greater recognition at the local, regional and national levels. Based on the information that can be collected and through surveys to users, direct observation, interview to the administrator and work team, an external and internal analysis of the company is carried out, followed by the elaboration of the SWOT Matrix, in order to determine strategies that allow the strengthening of the company.