El sector agr?cola, al ser uno de los m?s importantes de la econom?a colombiana, debe ser visto como un gran campo de oportunidades. De ?l hace parte la empresa Representaciones Agr?colas Ltda., en la actividad Comercio de repuestos para maquinaria agr?cola. Es as? como en el presente documento se plantea un diagn?stico y un plan de marketing, elaborados a partir de una investigaci?n cualitativa en la que, como instrumentos, se efectu? una revisi?n documental de los cinco a?os m?s recientes, un grupo focal en el que participaron clientes y clientes potenciales, y una entrevista a la gerencia de la organizaci?n.The agricultural sector, being one of the most important in the Colombian economy, must be seen as a great field of opportunities. The company Representaciones Agr?colas Ltda. Is part of it, in the Trade of spare parts for agricultural machinery activity. This is how this document presents a diagnosis and a marketing plan, drawn up from a qualitative investigation in which, as instruments, a documentary review of the five most recent years was carried out, a focus group in which they participated clients and potential clients, and an interview with the organization's management.