Trabajo catsup del monte

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  • Publicado : 5 de junio de 2011
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INDEX

* EXECUTIVE SUMMARY…….……………………………………………..Page.

* FINDINGS………….…………………………………………………………….Page.

* BACKGORUND INFORMATION & OBJECTIVES…………………….………………………………………………..Page.

* METHODOLOGY……………………………………………………………….Page

* MAIN TRENDS IN THE MARKET…………………………………………Page

* INNOVATION ASPECTS, TECHNOLOGY,
INTERNET LOGISTICS……………………………………………………………Page

Executivesummary
Findings

Background information and objectives
Objectives:
To know how many people consume Catsup del Monte, an d the reasons the consume or they don´t consume this product
Background information
* THE SIZE AND VALUE OF THE REAL AND POTENTIAL MARKETS

Del Monte belongs to a market which annual sales ascend to 6 billion weight, or 300 thousand tons

The food market in Mexico isa super competitive sector in which continuously born new brands with new proposals that want to satisfy the needs of a more demanding consumer.

Del Monte, which is a brand with traditional and solid bases in the market, day a day demand more quality in their products to give to their market (million of Mexican families) a product that could satisfy their demand of quality, health and goodalimentation.

Their strategy: to give to the housewife the best selection of the ingredients and the best recipes in each product. And with that the housewife could make better saucers to demonstrate care and love to her family.

* MARKET SHARES
The food market at Mexico is really competitive. Del Monte is part of a market with sales of about 6 thousand million pesos or around 300,000 tons.Del Monte is always in the main places of share of market in almost all of it´s products. For years, Del Monte have gained it´s customers loyalty and that makes that in the catsup sauce business Del Monte is the one with the biggest share of market.

Del Monte innovates with a bottle that is called “apachurrable” changing the way that catsup is known. With that Del Monte gained a share ofmarket of more than 55 percent of the category followed by brands as Heinz with 11 percent.

Del Monte had been leader of the market for more than 25 years.

* HISTORIC DEVELOPMENT

If anyone can talk about history, is Del Monte ®. The most distant memory of the mark dating back to 1886, when it gave its name to a select coffee Tillman & Bendel packed exclusively for the prestigious andelegant Hotel Del Monte in Monterey, California. 

In 1892 the firm began to expand their business to Del Monte ® selected as the trademark for its new line of canned peaches: from that moment, the brand began its process of consolidation and diversification, always under the philosophy of providing products the highest quality to the consumer. 

In 1916 he joined major U.S. packing companiesto form the California Packing Corporation, which led to Del Monte ® brand as one of its largest and most important. The arrival of Del Monte ® to Mexico can be considered after the establishment of its plant in the city of Irapuato, Guanajuato.
 
In 1962, although the brand was already present in our country for years, when imported Del Monte ® products in the United States. The plant, whichconsolidated the establishment of the brand in Mexico, was the result of the vision of Mr. Ignacio Mendoza Díaz, a pioneer in the industrialization of strawberry in Irapuato, Gto., Who, on a visit to the United States, convinced to officials of the California Packing Corporation, which owns the brand at the time, to produce the Del Monte ® canned products in Mexico, and thus established the companyProductos Del Monte, SA of C.V. This plant was built in Irapuato, Gto. Due to the exceptional geographical situation of the city within the national territory just 18 km from the center of Mexico, besides the quality of the land in the Mexican Bajio region The special water in the area and the selected and trained labor force for both the operational and administrative functions. The plant...
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