Within the context of the distinct changes caused by the globalization phenomenon, there is a strong competitive rivalry in several economic sectors. Small companies face real obstacles in order to be competitive. This paper studies the marketing management process contribution to the small service companies’ competitiveness in order to explore its concept from an economic perspective through the theory of resources and capabilities. This paper has a quantitative focus in which the deductive method is used in the outcome interpretation phase and theoretical construction. The services offer in Medellin sometimes meet effectively the needs and likes of a more increasing and demanding market, which leads to a marketing associated problem.