Foda Tequila

Activity 2
Strategies for competitive scenario

Instructions:

1. Scenario description of competition for Jose Cuervo
| COMPETITOR | COMPANY |
| CASA HERRADURA | JOSE CUERVO |
Market Share | in this segment of 39% | 52% in its share of the U.S. market |
Stockmarket | | |
Quality | They are classified depending on the time of aging: blanco, reposado and añejo. While the whitetequila does not need minimum time of aging, the tequila reposado requires a minimum of two months in the barrel and one year old barrels need.He is a member of the NFL football league in the United States, which has become a platform for promotion and publicity for local and foreign companies. | It is expressed in the unchanging quality of their product, which is recognized as a symbol ofidentity National: Tequila.Use ISO 9001:2000 |
Price | From $ 175 to $ 2,400 MXP | From $ 230 up to $ 2,800 MXP |
Promotion and advertising by the company | Team sponsor of the Dallas Cowboys.

He is a member of the NFL football league in the United States, which has become a platform for promotion and publicity for local and foreign companies. | Announces the launch of Jose Cuervo Platino, asilver tequila, ultra premium, made ​​from a traditional process and limited edition. For the diffusion of the product, the brand implements a campaign that includes promotions, special events, public relations, coordinated by The Jeffrey Group, as well as an advertising campaign created by Arnell Group in New York. |
Level of customer service | Ensures the continued viability of the business and inthe future,identifying trends, opportunities and consumer needs. | She has developed systems that allow a deep understanding of customer and market, from consumer stratifying to a macro level, obtaining thecustomer satisfaction and achieving brand loyalty among consumers. |
Production | It has 59 tanks with a capacity of 64.000 liters each (16.640 gallons) and 3 tanks with capacity for 200,000liters each (52.834 gallons). | The 100% agave tequila represented 5% of total production. Now represents 30% |
Type of product-market strategy | Has the model"Brand Company", through whichprovides brand strategy,developing and creating advertisingpromotional tools, the teamslocals can use to achieve theirinitiatives | It has a group of MarketingInternational advertising and promotion of JoseCuervo products worldwide |
Forces company's business | Society: Includes information related to those results that directly impact the creation of value to groupssocial environment.• Shareholders: The financial performance of the organization is directly related to the operation and processes that interact. | Customers: Integra Value created results that contribute to the benefit of the customer.•Staff: Contemplate those results through which value is generated most precious resource of Jose Cuervo, "people". |

2. Marketing systems using JOSE CUERVO

Business Strategy: Jose Cuervo has a group of Marketing
International based in New York City with offices in London, Hong Kong and Miami, responsible for international marketing, advertising and promotion of Jose Cuervo productsworldwide. Jose Cuervo has adopted the model of "Brand Company", through which it provides brand strategy, developing and creating advertising promotional tools that local teams can use to achieve their initiatives.

3. Prepare the following type of strategies chosen company and product:

A. Based on the price:

b. Based on differentiation
It is expressed in the unchanging quality of theirproduct, which is recognized as a symbol of Mexican national identity: the Tequila.
Jose Cuervo began its commercial activity defining the brand portfolio strategy, according to the conditions in each of the international markets, to create or strengthen the demand for their products, and to meet market trends and consumer needs .
Jose Cuervo applies a global brand strategy and has developed a global...