Grupo modelo victoria

I. Product and Company Selection

Company: Grupo Modelo
Product: Victoria
Through the years the food and beverage sector has placed itself as one of the most important export areas of Mexico. By its side there are sectors such as manufacturing and oil. Within the alcoholic beverage area, beer has consolidated itself as a product that has important niches within national and internationalmarkets.
The main ingredient in beer is barley. In Mexico, there are 370 thousand acres destined to cultivate barley and has a production of approximately 770 thousand tons.
Company: Grupo modelo
It was founded in 1925, it’s the leader in beer manufacturing and distribution in Mexico with a market participation of 63.3 %. Grupo Modelo's mission is to produce, distribute and sell quality beer, at acompetitive price, optimizing resources and surpassing customer expectation, in order to contribute to the social development of Mexico. Since 1994, Grupo Modelo is active on the Mexican stock exchange market (GMODELOC), but also participates as American Deposit Certificates in the stock market OTC of the U.S. with the name GPMCY, and in Latibex in Spain using the key XGMD
Some statistics aboutit:
Public Company
Incorporated: 1925 as Cervecería Modelo, S.A.
Employees: 41,149
Sales: 15.52 billion pesos ($1.93 billion) (1997)
Stock Exchanges: Mexican
Ticker Symbol: GMODELOC

Its seven factories produce a capacity of 60 million hectoliters of beer a year. It manages 13 brands, the most important being corona, but others are Victoria, pacifico and negra modelo. It exports 5 ofits brands and has presence in 160 countries. The group operates primarily in Mexico, is headquartered in Mexico City and employs about 40,600 people.

It also has license to import such international trademark beers as Budweiser, Bud Light, O’Doul’s, Carlsberg and the Chinese brand Tsingtao. Additionally, it is involved in the production and sale of bottled water under the Santa Maria andNestle Pureza Vital brands, as well as in the distribution of the San Pellegrino, Perrier and Aqua Panna brands. Grupo Modelo has 35 wholly owned subsidiaries of which eight of them are Breweries, three of them are active in the transformation of barley in to malt, one is a machinery manufacturer, one of them manufactures beers cans and crow caps, 18 of them are distributors of beer and other productsand the remaining four of them operate as distributors of beer and other products abroad.
Grupo Modelo has won lots of awards and recognitions highlighting its social responsibility. In 2008, it was awarded 4th place of the most important and leader companies of Latin America (Anuario de Industrias Lideres en America Latina). In Mexico, the magazine Expansion, granted the recognition to GrupoModelo for being the 21th most important corporation of the country and the 2nd place in its industry sector.
Grupo modelo makes efforts to increase its global sales and consolidate its image at an international level. The corporation has established nice alliances throughout the world thanks to its offices located in 3 different continents, in order to respond immediately to importers, exporters,distributors, clients and enhance its product image within those continents.

2. - MARKET ANALYSIS
Beer is the world’s most widely consumed alcoholic drink and according to AC Nielson, a company that does international marketing analysis, recently carried out a survey in which it states that beer is considered the most popular beverage in the world. The second and third most favorite beveragesin the world come as no surprise. In second were soft drinks (water) and in third came tea. Beer consumption around the world is rising. One reason for the increase of beer being drunk is that it is now available to massive markets where it had previously been banned. Two to the countries with the highest rise of beer sales are China and Russia, both countries where beer was previously...