International marketing

EVIDENCE 2
Paris A. Gutiérrez Toledo
AL03042178
INSTRUCTIONS:
1. First, individually look for a Mexican organization that hypothetically wants to export one
or more products and explain to which country it wants to export.
2. Next, you will develop the annual marketing plan, for which you will perform the following
tasks:
a. Identify and describe in a clear and precise manner the business line of the company.
In addition, include complementary general information that can help you design a
marketing plan.
b. Select the product that the company wants to export and explain five of its
characteristics. Complement this information with the information and explanation of
four elements of the specific segment to which the product will be sold.
c. Detail the following elements of the annual marketing plan:
MEXICAN ORGANIZATION:
 Executive
summary
In 2022 we transform the
baking industry and expand
our global leadership to better
serve more consumers.
Status
internal
analysis and
business
diagnosis
Mission: “Delicious and nutritious foods in everyone's
hands”.
Vision: “Make really good, nutritious, tasty, fresh bread... Do
it well, cleanly, with the greatest perfection, with the
intention of nourishing, pleasing and reaching all the homes
in Mexico."
Values: Teamwork, Trust, Quality, Integrity, Passion.
Corporate culture: “We create safe, healthy, diverse,
equitable and included workplaces, which foster a culture of
personal and professional development for all our
collaborators, from the approaches of safety and well-being
at work; wellbeing and life balance, as well as training and
development”.
Target audience: Segments C and D (low and very high social
class).
SWOT: STRENGHTS WEAKNESSES

Global presence Fragile consumption in

Product quality the US environment
Solid position in the market Weak organizational
High brand value culture
Production efficiency

OPPORTUNITIES THREATS

Increase in demand Healthy eating trends

Penetration into other Economic instability
markets Emergence of
e-commerce substitute products
 External Objectives set
in marketing

Micro-environment: We can find in the first instance the clients as the main element,
this company is given the task of serving thousands of clients worldwide, among the Satisfy the needs of society,
main ones we can find Grupo Walmart, Grupo Casino, Cencosud, Coca Cola, Telmex providing quality goods or
and IMSS. The company is a global leader in the industry, competing with some other services to all types of public
international companies such as Wonder, Yamazaki, Sara Lee, Weston, Hostess, within a period of one year.
Flower Foods and Kraft, the latter being its closest competitor. and direct. Improve the image of products
with trends that the public is
Macro-environment:
Economic: The company has managed to obtain income despite the part of the economic into, e.g. the new Five Nights at
cycle in which the economy of any country. Freddy's movie in a period of 4
Political: The company integrates the way of doing business as an essential value, and is months.
committed to doing business ethically and honestly, leaving free any form of corruption or Increase sales by 40% in the
bribery, both in the private and public sectors. bakery area by implementing
Social: The company focuses its products on the topic of health since the new body care vending machines only for brand
trends that have been implemented, young people and adults take more care of their products in schools throughout
image, the majority of Bimbo products are accepted by the entire society.
the country.
Environmental: The company integrates responsibility and environmental policy with which
it has implemented a series of improvements in its processes such as comprehensive
waste management, the next migration to renewable energies with the wind farm, devices
for capturing and reusing rainwater.
 Action plan

ACTIVITIES January/February March/April May/June July/August September/October/November/December

Product acceptance
Price analysis
Distribution location
Product promotion
 Marketing Expected Mechanisms for
strategies results control and correction
of deviations from the
plan

Improve the work

Improvement in
environment Organize the work area
consumption will
Total communication Facilitate access to
and commitment boost sales. products by consumer.
between staff A growth of Have adequate
regardless of 10.0% is expected transportation and
hierarchical levels in domestic volume personnel to distribute.
Specialized areas so and 5% in prices. Find strategic points to
that workers can market.
rest in periods of
half an hour a day
3. Then, write your conclusions, in a clear, concrete and specific
manner, addressing the following points:
a. Explanation of why an annual marketing plan will be useful to
the organization.
b. Explanation, after having prepared the analysis, of how
external elements impact the performance of the products in
the selected market.
c. Explanation of whether the objectives, strategies and
program of actions would really work for the organization.
GRUPO BIMBO, LIKE SOME COMPANIES IN THE COUNTRY
NEED MODERN ADMINISTRATION TECHNIQUES SUCH AS
A STRATEGIC PROCESS, WHICH IS VERY USEFUL TO
CREATE A PARTNER RELATIONSHIP BETWEEN
ORGANIZATIONS AND THEIR PEOPLE TO INCREASE
TRUST, RESPONSIBILITY AND GENERATE COMMITMENT
TO SERVE THE CUSTOMER BETTER.

(The company is characterized by the coordination of its

work groups that responsibly pursue their objectives. For
this reason, employees share leadership to improve processes
and decisions).
REFERENCES
Grupo Bimbo. (s/f). Grupo Bimbo. Recuperado el 25 de octubre de 2023, de
https://www.grupobimbo.com/
CUIDAMOS A NUESTRA GENTE. (s/f). Grupobimbo.com. Recuperado el 25 de
octubre de 2023, de https://www.grupobimbo.com/es/sustentabilidad/para-la-
vida/cuidar-a-nuestra-gente