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Strategic Planning allows managers to visualize the best decisions to be made in the development of their business models, based on positive and negative, internal and external factors of the organizations. Project Management is about how processes are carried out in order to meet requirements assertively and effectively. The marketing plan is the management tool used to build the bridge between the company and the market, always aiming to assist in the success and the conquest of customers. Thus, this work seeks, by means of Strategic Planning tools, to propose mitigating measures that will neutralize the internal and external negative factors that surround a company in the salt added water segment in the Cariri Paraibano region, and to use Project Management through the best practices guide PMBOK- Project Management Body of Knowledge in the process of inserting a new line of products for the company and use marketing resources to achieve the success of its brand. The application of these tools is essential for companies to remain competitive in the market.