Bimbo logistics

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  • Publicado : 30 de mayo de 2010
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Luisa F. Garnica
Laura Galindo
Carolina Pinzón

Logistics Paper:

Description of the company:

Founded In 1945, Grupo Bimbo has become the fourth company of food in the world, behind Unilever, Sara Lee and Nestlé. 

Bimbo, together with CEMEX, the Mexican company's most emblematic abroad, with sales estimated at nearly $ 8,000 million USD by the end of 2008. Bimbo sells over 5,000products with more than 100 different brands.

Bimbo was found in treatment (2009) with Weston foods, to allow an audit with a view to purchase, thus tripling sales levels in the United States currently are in the range of $ 1.400 million USD. Bimbo would simply buy the baking company number one in the U.S., with brands such as Wonder ®.

Undoubtedly, the success of Bimbo is inextricably linked tohis vision, but especially to their values. Are these values, stemming from its founder Don Lorenzo Servitje and his son Daniel Servitje, being the engine of this successful company. Those values are:
* Person
* Passion
* Profitability
* Effectiveness
* Teamwork
* Confidence
* Quality
Bimbo has worked hard to make its staff comfortable in an organizational environmentformed and consists of the values already defined above. Bimbo has managed to stick to their values in the operation, while delivering the expected results.

 Bimbo has mastered masterly two areas: the manufacture of their products and their distribution. Bimbo is benchmarking in both cases.

Regarding the production, Bimbo can be proud to be pioneering and innovative in their processes,and adhere to strict quality standards. Bimbo began many years his own system of rotation selected schedule of product, and today is able to transmit to the point of sale, logistical expertise in the form of innovative management systems and inventory turnover.

With respect to the distribution, Bimbo has made it one of their core "assets", the heart of their operation. According to hisstatement, distribution costs and sells their products represent about 38% of the value of its sales.

The Bimbo distribution model has been imitated by many companies of this and other sectors.
Bimbo has made more than 60 years an outstanding job (listening to the customer), because one side has been able to adapt to the tastes of different market segments attacks (age, region, socioeconomic status,etc), while that has educated and developed the habit of buying between its customers.

Bimbo also has adapted to market movements, clearly evolved from a bakery company, to a complete food company that cares about providing research and development in the field of nutrition. Thus, Bimbo researches and develops products for consumption by ordinary people, concerned about their physicalperformance and sport.


Grupo Bimbo is one of the largest baking companies in the world. Leader in the Americas has more than 80 plants and 600 distribution centers strategically located in 18 countries in America, Europe and Asia.

The Company, through its principal subsidiaries, is engaged in the production, distribution and marketing of packaged bread, pastries, homemade cakes,cookies, cereal bars, sweets, chocolates, sweets and salty snacks, tortillas packed in maize and wheat flour, toast, caramel and fast food, among others.

The Company produces over 5,000 products through more than 135 prestigious brands, among which are Bimbo, Marinela, Tia Rosa, Lara, El Globo, Oroweat, Mrs. Baird's, Barcel, Ricolino, Coronado, La Corona, Milpa Royal Household, Ideal, Plus Vita,Pullman, Nutrella and Monarch. The Company also has one of the most extensive distribution networks in the world with over 35,000 routes and a workforce more than 98.000 employees.

Grupo Bimbo is organized into two divisions: (i) bakery products, and (ii) salted snacks and confectionery. Under the first segment are Bimbo, SA de CV, El Globo, BBU, which incorporates the operating companies in...
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