With the purpose of optimizing its operation and implementing efficiency and quality in its procedures, it was proposed to design a strategic planning process for the company COOTRAGUA LTDA aimed at having the bases to confront any eventuality that may arise and compete with companies in the sector; visualize the future, anticipate changes, mitigate risks, be confident against the competition and increase your income. For the development of the study, authors' concepts such as Valdez (2014), Komlya (2014), Ordaz (s.f.), Roncancio (2018), among others, were taken into account. The type of descriptive research, following the steps for it. To carry out the strategic planning in the company, the present environment in which it was found was studied, in turn all the direct and indirect factors that positively and negatively affected the operation of the organization were examined. Finally, the strategic initiatives were based on the Balanced Scorecard (BSC) methodology.