This document outlines several strategic plans and proposals for Primera Plus, a public transportation company. It begins with a SWOT analysis, identifying strengths like cheaper tickets and frequent departures, and weaknesses like traffic and potential accidents. Three key proposals are then described: 1) A frequent rider loyalty card program offering mileage and discounts. 2) Improving the company website and modifying the loyalty point system. 3) Strengthening the company's image at universities and creating travel experiences for young customers. The overall aim is to attract more customers, especially students, and improve Primera Plus's service and reputation.