La Costeña is a Mexican brand founded in 1923 that sells canned products. It started by selling chilies in Mexico and has since expanded to sell beans, fruits, jams, and vegetables. By the 1970s, La Costeña's products were being sold across Mexico and it entered the US market in 1975. Currently, La Costeña sells its products in over 50 countries worldwide, with key markets being China, Japan, the US, Central and South America, and Europe. The company's success stems from adapting its products to different markets and using strategies like partnerships with retailers to penetrate new regions.

1. Process of internalization
MAURICIO ESLAVA

2. In this presentation you will
look the internationalization
process of La Costeña company and
what strategies helped to reach its
goals.

3. Conservas La Costeña, por lo general
llamado La Costeña, es una marca
mexicana dedicada al mercado de
productos enlatados. Fue fundada en
1923 por Vicente López Recines. La
empresa se ha convertido en una
marca importante dentro y fuera de
México. Hoy en día, La Costeña vende
sus productos a través de México y en
más de 50 países de todo el mundo.
Conservas La Costeña, usually called
La Costeña, is a Mexican brand
dedicated to the canned products
market. It was founded in 1923 by
Vicente López Recines. The company
has become an important brand inside
and outside Mexico. Nowadays, La
Costeña sells its products across
Mexico and in more 50 countries
around the world.
Conservas La Costeña, généralement
appelé La Costeña est une marque
mexicaine dédiée à la
commercialisation des produits en
conserve. Il a été fondé en 1923 par
les recyclages de Vicente Lopez. La
société est devenue une marque
leader dans et hors du Mexique.
Aujourd'hui, La Costeña vend ses
produits à travers le Mexique et dans
plus de 50 pays à travers le monde.

4. Chilies Vegetables
Beans Fruit
Jams

5. La Costeña was
founded in 1923
by Vicente López
Recines
It was famous
for its chilies
1937-1948 It
Had its first
factory
1951-1971 The
products were
sold around the
México
1975 the
company
entered the U.S.
market.
2006 a new
project about a
completely
automatic plant
began; this new
plant will work
with robots

6. be leader
in Mexican
market
economies
of scale
Nostalgia
market
(USA)

7. Principal markets
China and Japan are countries where the company already
grows food. United States, Central and South America and
Europe are the spaces that has conquered La Costeña.

8. Strategy of market penetration
Piggy back (retails)
Since its creation, La Costeña's market share and reach have been core business interests; as a
result, the territory served by the company has continued to grow. Inside Mexico, La Costeña
products are sold by small and large shops in every state. To service them, there are thirty
distribution centers located in key cities throughout Mexico. There are also two international
distribution centers, one each serving North America and Europe; products are also sold by
independent and chain groceries throughout the world.

9. Conclusion
The success of La Costeña is that they achieved to adapt and
develop their product in the deferens markets around the word.
In internalization process is elementary to study the target
market and chose the best strategies for achieve internalization

10. References
http://www.forbes.com.mx/la-costena-la-tiendita-que-quiere-conquistar-al-mundo/
http://www.lacostena.com.mx/historia/
http://www.forbes.com.mx/la-costena-y-su-estrategia-para-conquistar-los-cinco-continentes/
http://www.soyentrepreneur.com/el-sabor-de-la-costena.html