TUYYO Foods, a natural Latin American powdered beverage company, has strengths in product taste and packaging, with customer preference for fresh juice options. However, it faces significant challenges such as poor market presence, low demand, and high pricing. Category managers should re - evaluate the pricing strategy to make it more competitive. They should also work closely with the brand to optimize store placement and ensure timely restocking. To boost the performance of powdered products, the brand could focus on promoting electrolyte drinks and individual packets more aggressively, leveraging the positive customer preference for fresh options to develop new product lines or marketing campaigns that highlight freshness in their powdered offerings.