Planta Verde: Proposal to diversify the CBD medicinal Cannabis portfolio in Colombia This report seeks to present a solution to the business problem of Planta Verde: Proposal to diversify the CBD medicinal Cannabis portfolio in Colombia, presenting in a suggested way what the approach should be in terms of the portfolio to continue in the Cannabis industry in Colombia. This study is carried out on the national as well as international reality and seeks to propose realistic solutions for the company, based mainly on three evaluation criteria: i) Viability according to the legal and regulatory framework, ii) Necessary capital investment and iii) Potential market, as well as relevant market information in order to achieve a comprehensive look at the cannabis industry in Colombia. At present, the medicinal Cannabis industry in Colombia is in a generalized production stagnation, justified mainly because the perception of competitiveness in the Colombian market, focused on the cultivation and production capacity of Cannabis oils and extracts and all the advantages that geographically a country like ours has for the development of agribusiness. This led many companies focus their efforts on this part of the production chain and in the short term no alternatives will be proposed to reach the final consumer; In addition to the fact that, in parallel to private investment in the development of the different projects, local regulation did not advance in the expected direction towards the export of dried flower (Decree 613 of 2017), where initially it was observed as a clear opportunity to market. To solve the business problem, several interviews were carried out with different executive members of Planta Verde and other key players within the sector, with the aim of fully understanding the company's situation and its vision for the future in the Cannabis sector. medicinal both in Colombia and abroad. The different studies carried out at the international and national level were also used as a reference, as well as examples of good practices, replicable by the industry and thus being able to define the viability of the solutions to be considered, considering as determining factors the three evaluation criteria mentioned above. .
