The continuous use of marketing strategies has allowed large, small and medium enterprises to increase their sales as well as the positioning of the brands they create and the products they manufacture. The consumer plays an important role in the success factors of such strategies that can finally be emerging or deliberate. However, making use of the same strategies that another company employs will not guarantee to match or exceed its prestige. This is where the differentiation factors that allow growth and competitive advantages in blue or red oceans begin to develop. In order to determine the success factors of the Spanish companies visited during our stay in Spain, and to bring them to the Colombian context, we seek to create a manual of good marketing practices in countries such as Colombia. Applying each lesson learned and comparing the companies of both countries to provide a tool to those who wish to undertake their ventures in the Colombian market.