Comercialización al por mayor y menor a través de canales digitales de convertidora Papelería Peña C.A.

Abstract

The purpose of this research was to identify the most appropriate wholesale and retail marketing strategies through digital channels for the company Convertidora Papeleria Peña C.A., considering the current contact of digital transformation and the evolving behavior of markets and consumers. The study adopted a descriptive and applied methodological approach, supported by data collection techniques such as surveys directed at potential clients and a analysis of the company’s internal and external environment. The findings indicate that digital channels have become essential tools for customer acquisition, conversion, and retention in both B2C and B2B segments. Additionally, the analysis revealed that although the company possesses a suitable product portfolio and solid commercial experience, it must enhance the integration of digital tools, standardize its processes, and strengthen the management of commercial information. Based on this diagnosis, a digital marketing strategy was developed, incorporating assisted selling and the use of tools such as WhatsApp Business, social media platforms, a digital catalog, and a basic CRM, along with an action plan and performance indicators. The study concludes that the proposed strategy us technically and operationally feasible, as it can be implemented with the company’s current resources, contributing to improved positioning and competitiveness in the digital environment.