In the present work we sought to define a marketing plan proposal for the Sandy Agua de Vida company, located in La Dorada (Caldas). The objective of this plan is to achieve a 15% increase in total sales, which translates into generating a high level of sustainability and financial profitability. This will allow the company to face the economic challenges that an increasingly dynamic, changing and globalized market brings with it. The study starts from the implementation of a diagnosis of both its micro and macro environment. Within the analysis carried out, tools such as the Pestel analysis, the five Porter forces and the application of the Foda matrix were used, which allowed identifying the company's greatest strengths and weaknesses. Finally, at a general level, it was found that in order to increase sales and generate a dynamic flow of products, the company must implement activities that allow it to retain customers, using the combination of quality and price factors; since these factors together represent approximately 30% of the weight of the purchase decision. In addition to this, it is necessary to create new spaces that allow us to get closer to the customer, with the aim of responding to the desire of people to consume more and more drinking water.