Development of a Marketing Plan for Distributors.

Distribuidora Las Delicias, a Colombian company with over two decades of experience, faces significant challenges in its business model that hinder its ability to compete effectively. Key issues include low profitability, excess inventory, and delayed product delivery, leading to customer dissatisfaction and growing threats from more established competitors. Despite these challenges, the company has significant strengths, such as a diverse portfolio of eco-friendly and biodegradable products, competitive prices, and a loyal customer base. These strengths provide a solid foundation for repositioning the brand in an increasingly demanding and environmentally conscious market. Additionally, Distribuidora Las Delicias faces the challenge of adapting to the digital transformation of the sector. The growing demand for e-commerce and the need for a stronger online presence require significant investment in technology and the optimization of digital channels. The company must develop a strategy that allows customers to make purchases easily and conveniently, both in physical stores and online, and provide a personalized and satisfying shopping experience. Various solutions have been identified to improve delivery performance and retain customers and partners, including volume-based promotions, resource optimization, and enhanced purchasing experience.