The manufacturing industry focused on the production of floor and wall finishes is constantly growing and with it the increasing demand for ceramic tiles. Cost competitiveness in industries such as China and Brazil forces Peruvian companies to seek a strategy of cost reduction, without altering the quality of their products. The production of ceramics is characterized by its sensitivity to faults, which generates defects that may or may not be visible to the customer. The company in study presented high indexes of defective products which leads them to the non fulfilment of orders before the clients, and to the high costs of production. Within the proposal, the application of the Hoshin Kanri tool is highlighted, which presents favorable results, as it is a tool focused on human capital.