Internationalization Process International Promotion Lorena Barreto Saenz de Sicilia

1. Promoción Internacional
BIMBO: Internationalization Process
Lorena Barreto Saenz de Sicilia
Introduction
This paper describes the history and process that took place by the Mexican
company BIMBO, how this company has developed through the years and which
strategy it chose. Also it mentions the obstacles the big company faced and what
decisions they made to achieve the great global importance the have nowadays.
Abstract
Grupo BIMBO es hoy en día la Empresa de Panificación más importante del mundo.
Es una empresa mexicana con operaciones en América, Asia y Europa. Desde
1980, sus acciones cotizan en la Bolsa Mexicana de Valores. Cuenta con más de
129 000 colaboradores y 165 plantas productoras además de tres
comercializadoras y ocho asociadas estratégicas. Posee una de las redes de
distribución más amplias del mundo con 2,5 millones de puntos de venta, superando
las 52 000 rutas. Opera bajo un esquema de visitas recurrentes a los canales de
venta, realizando hasta tres visitas diarias a un mismo establecimiento. Dentro de
sus asociaciones estratégicas se encuentran Alicorp (Perú), Blue Label (México),
Fincomún, Galletas la Moderna, Grupo Nutresa (Colombia), Mundo Dulce (Arcor),
PanGlo y Rich.

2. BIMBO is todayt the most important Baking Company in the world. It is a Mexican
company with operations in America, Asia and Europe. Since 1980, its shares are
traded on the Mexican Stock Exchange Market. It has more than 129,000 employees
and 165 manufacturing plants and three traders, besides, eight strategic partners. It
has one of the broadest distribution networks in the world with 2.5 million points of
sale, surpassing the 52,000 routes. It operates under a scheme of recurring sales
channels visits, making up three daily visits to the same establishment. Within its
strategic partnerships are Alicorp (Peru), Blue Label (Mexico), Fincomún cookies
Modern, Nutresa Group (Colombia), World Dulce (Arcor), PanGlo and Rich.
Bimbo est aujourd'hui le plus important Baking Company dans le monde. Il est une
entreprise mexicaine avec des opérations en Amérique, en Asie et en Europe.
Depuis 1980, ses actions se négocient à la Bourse mexicaine. Elle compte plus de
129.000 employés et 165 usines de fabrication et trois commerçants huit partenaires
stratégiques. Il possède l'un des réseaux les plus étendus de distribution dans le
monde avec 2,5 millions de points de vente, dépassant les 52.000 routes. Il
fonctionne sous un système de canaux de vente visites récurrentes, ce qui
représente trois visites quotidiennes au même établissement. Dans ses partenariats
stratégiques sont Alicorp (Pérou), Blue Label (Mexique), FinComun biscuits
modernes, Nutresa Groupe (Colombie), World Dulce (Arcor), PanGlo et riches.

3. Content
• In the 80’s BIMBO grew at a very large rate, and at the end of this time it was
decided that the company was demanding foreign markets expand their horizons.
• In 1940 the first trailer with Marinela products was exported to Houston Texas.
• In 1989, BIMBO Central is created and the first production plant is built in
Guatemala.
• In the 90’s, BIMBO Salvador, Argentina, Costa Rica and Peru was created. 30
plants are achieved in Central and South America.
• In 1993, after acquiring more experience, boosts its internationalization in the
United States.
• In 2001 arrives in Brazil by buying Plus Vita.
• In 2002, buys the assets of the American West of the company George Weston
Ltda.
• The company achieved a presence in Europe by acquiring confectionery Park Lane
located in Czech Republic.
• BIMBO's latest acquisition was in late 2011 with the US Company Sara Lee
Corporation.
The most important points that BIMBO considered were:
• Market study
• Government and policies of each country
• Culture
• Take into account economic and financial data to make the decision on
foreign markets
The company manages to get more quickly to consumers because of their
social responsibility, including:
• Commitment to health, the environment, employees and society.
Obstacles:
• Financial
• Legal restrictions
• Cultural differences
• Logistical difficulties

4. Internationalization strategies:
• Develop new and innovative products
• Continued development of the group's brands
• Increase market penetration
• Increase efficiency in its operations
• Constant growth
• Social Strategy
6 Strategies that help to success:
1. Product Strategy. "We develop tasty, healthy and innovative products."
2. Brand Strategy. "We establish long term relationships with our consumers."
3. Market Penetration Strategy. "We got more consumers every day."
5. Procurement Strategy. "We identified new growth opportunities."
6. Talent Management Strategy. "We promote the development of our employees."
Information Sources:
 Book(E-book):
https://unitecorporativa.files.wordpress.com/2012/02/libro.pdf
Roberto Servitje Sendra. (2009). Bimbo Estrategia de éxito empresarial.
México: Pearson Educación.
 Blog: http://blogs.strat-cons.com/?p=401
 Magazine: http://www.redalyc.org/articulo.oa?id=64628626004
http://rcientificas.uninorte.edu.co/index.php/pensamiento/article/view/5639
 Web: http://www.grupobimbo.com/es/index.html