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Ítem Propuesta de Planeación Estratégica para Distribuidora Medellín(Universidad Icesi, 2012-12-10) López Henao, Martha Patricia; Vásquez Castro, Orlando; AsesorThe objective of this project is to make a strategic planning proposal for Distribuidora Medellin, a family company with more than 30 years in the market. To do it, an external analysis was made, which concludes with a list of opportunities and threats, which was followed by a competitor analysis. With this information was built the Profile Competitive Matrix (PCM), which helped to analyze the company with his competitors. An internal analysis was performed, which concluded with a list of strengths and weaknesses. Concluding with the construction of the SWOT matrix and the strategies associated with it, which will be a tool for the strategic planning proposal for the company.