This paper analyzes the issue of inadequate marketing and sales strategy at Moto Benconi d.o.o (LLC) that is not adapted to modern technologies, as well as the insufficient use of modern technologies and communication channels with current and future customers. As a part of this paper, two studies have been carried out. The primary research was conducted as an online survey on a sample of 145 respondents. The secondary research consists of examining the existing theoretical framework and outlining existing research relevant to this paper. By analyzing the business practices and the current marketing strategy of Moto Benconi, together with knowledge of consumer habits gained through research that was carried out while writing this paper, recommendations were produced on how to improve the marketing and retail strategy of the company. The carried out research has confirmed that buyers use the Internet and social networks when choosing and purchasing products and that without a good approach to digital technologies it is impossible to make improvements to business practices and strategy of a company. The proposed improvements to Moto Benconi's operations are divided into three parts. The first part includes the improvement of the marketing strategy of the company. It is proposed to shift the focus of marketing activities from the current print media (mainly specialized magazines) to new media, such as the Internet and social networks. To this end, proposals were made to revitalize the company's website. The second part of the proposed measures relates to the improvement of marketing and communication channels. Active use of social networks is proposed to improve communication with consumers. The last part of the proposed measures deals with the improvement of the retail strategy of the company. In order to take advantage of the previously mentioned improvements to marketing strategies and communication channels, the existing company website should be implemented with a modern online shop.