Licenciada

Martha Rebeca Hernández Zárate
A00354013

Grupo Bimbo Case.

Bimbo is the leading company of bread in Mexico, if we speak of bread in Mexico we have to talk about Bimbo because it has had such aposition in the mind of every one of the Mexicans, we all know who is anywhere in the world, and besides this is a profitable company, then it is important to analyze all the strategies an structurethey have to follow in order to get this position.

Bimbo started their expansion in México and USA on 1984, under Daniel Servitje leadership, later they try their luck in South America between 1996and 2007, and their new challenge is China which is an interesting market for the entire world. Nowadays Bimbo is an icon in Latin America and it’s starting to be in USA due to the Latin Americanconsumers, it is because they are using the correct strategy that makes it one of the world leaders in the baking industry.

One of the problems they found when they try to enter in USA market was thecompetitors, for example, Intestate Bakeries Corporation, Sara Lee, George Weston, Flowers food, between others and also the healthy products that were introduce into the market, but they know thateach one of them have their own market and special area on the food industry. On other hand they have to innovate their products, which they have been able to by studying their rivals and learning fromtheir consumers; Bimbo has decided to use natural products, as whole grains and eliminate trans fats, because the market started to consume this kind of products.

One of the strategy of Bimbo isthe structure, for example on Human Capital is attracting the best engineers, marketers and other functional experts, in Technology is one of the company allocated 1.5% of sales for new products, theyhave 100 brands, one of the reason they can adapt at the necessities of each country where they are.

In USA, their main strategy was the “nostalgia” then their main market is the Latin-American...