The Marketing Strategy Of Grupo Bimbo - 995 Words

Grupo Bimbo started introducing the Bimbo bread line into the U.S. market by providing the Mexican brand of bread to Mexican owned shops in mainly areas of the southern border regions of the U.S. that had large Latino populations, figuring that product familiarity with Latinos would establish a foothold in the U.S. This tactic fell short of the initial goal and a growth strategy was developed that would be different from what was in place at the time. They developed a growth strategy for entering the U.S. market for bakery products in hopes that it would be able to serve the market without the implications of exporting bakery products from its bakeries in Mexico. The decision to expand into the United States was defined by the attitude that Grupo Bimbo would become the predator in a market where smaller bakeries are routinely gobbled up by larger bakeries, considering the white bread market in the U.S. was losing ground to health-conscious consumers looking to purchase healthier prod ucts. We are always looking at opportunities to increase our presence in the Americas, where we are concentrating at the moment, said Daniel Servitje, Grupo Bimbo s president. We are open to looking into ways to strengthen our position in the United States (Gori, 2000). While he acknowledged that the United States market is far different, Mr. Servitje said his company has strong brand recognition among Hispanic consumers. An estimated twenty million Mexicans andShow MoreRelatedMy Life1439 Words   |  6 PagesGrupo BimBo To paraphrase Gehmawat, the world is not flat it’s semi-globalized, In order to understand the global environement where Grupo Bimbo intervene, a CAGE analysis based on the framework developed by Ghemawat will be performed at a country level (Mexico – USA Mexico – China) and also at a food industry level. Armed with this analyisis we will check the relevance of each of the AAA strategy (Ghemawat, redefining global value), the recommended strategy will be then submitted to the 4I’sRead MoreBusiness Analysis : Bimbo Bakeries Usa2109 Words   |  9 PagesBimbo Bakeries USA, headquartered in Horsham, Pennsylvania is the United States affiliate of Grupo Industrial Bimbo, founded in Mexico City, Mexico. Though Grupo Bimbo is now a multinational corporation, it began as a single family-owned bakery in Mexico City called â€Å"El Molino†. Lorenzo Servitje Sendra worked with his father in the family bakery throughout his childhood, but when his father died in 1936 he had to take over. Lorenzo was educated and ambitious, and together with three of his familyRead MoreA Brief Note On Grupo Industrial Bimbo ( Bimbo )2631 Words   |  11 PagesExecutive Summary Grupo Industrial Bimbo (Bimbo) has been successful as a baking company for the past several years. With their focus on remaining positioned as just a â€Å"baking company,† they have acquired and partnered with several different companies to defragment the industry and expand their product lines and capabilities. This paper will explore the current successful strategies that Bimbo is utilizing, the threats that Bimbo is facing, and finally give some recommendations on moving forwardRead MoreReflection on Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices1858 Words   |  8 Pagestheory and the practice of marketing. The reason is very simple; marketing is a discipline that was developed in the concept of industrialized (developed) markets meaning that most of the marketing tools are designed to work specifically in industrialized markets (Sheth, 2011). Therefore, adapting most of what is known about marketing is necessary to succeed in ne w markets and new marketing research approaches need to be taken. The article Impact of Emerging Markets on Marketing: Rethinking Existing PerspectivesRead MoreThe Sustainable Century By Design Or Disaster9705 Words   |  39 Pages The Sustainable Century by Design or Disaster Priorities, Strategies, Tactics Musings for More Better Corporate Sustainability in a Global Economyi Copyright @ 2015 by Marc de Sousa-Shields All rights reserved. In accordance with the US Copy Right Act of 1976, the scanning, uploading, and electronic sharing of any part of this book without the permission of Marc de Sousa Shields and or the publisher constitutions unlawful piracy and theft of the author’s intellectual property. If you wouldRead MoreThe Sustainable Century By Design Or Disaster9705 Words   |  39 Pages The Sustainable Century by Design or Disaster Priorities, Strategies, Tactics Musings for More Better Corporate Sustainability in a Global Economyi Copyright @ 2015 by Marc de Sousa-Shields All rights reserved. In accordance with the US Copy Right Act of 1976, the scanning, uploading, and electronic sharing of any part of this book without the permission of Marc de Sousa Shields and or the publisher constitutions unlawful piracy and theft of the author’s intellectual property. If you would

Gulf Carriers Destabilise Alliances Free Essays

With much ceremony, Qatar Airways became the first of the large Sulfated c aeries to enter a global airline alliance by joining Enroll, led by American Airlines and British Main. Ways. Sign up now â€Å"Becoming a member Of Enroll is one of the most significant landmarks in Qatar Airways’ history,† declared Kafka AH Baker, the airline’s chief executive. We will write a custom essay sample on Gulf Carriers Destabilise Alliances or any similar topic only for you Order Now This move highlights how the fastenings, steamrollered Gulf carriers – E emirates Airlines, Edited Airways and Qatar Airways – are no longer viewed with universal hostility by western airlines. First is our new essential daily email briefing of the best stories from across the web But Emirates and Edited are unlikely to be joining one Of the three global aril en alliances – Enroll, Steam and Star Alliance – in the near future. These two carriers, based in D baa and ABA Dhabi, respectively, are pursuing their own partnerships – actions that are destabilize Eng the alliances and could play an influential role in reducing the importance of these groups. The alliances were established in the 1 9905 because foreign ownership rules often prohibited carriers room combining via crossbred mergers. Even the biggest carriers knew they could not fly to all big cities, so airlines formed alliances that in effect bolted their networks together to offer destinations worldwide – notably to business travelers. These alliances were supposed to be clubs that looked after their respective interests, but last year Santa – a founding member of Enroll -? sent showplaces through the industry by agreeing to form a fare aching partnership with Emirates. Founded in 1985 and now flying to more than 130 destinations with the world s largest fleet of wideband passenger jets, Emirates has inflicted financial pain on longhand carriers in the US, Europe and Asia – include inning Santa. But the Australian carrier is hoping the collaboration with Emirates will play a key role in restoring its international pop orations to profit. At the heart of the partnership is a icosahedra that gives Santa passengers a much greater choice of routes between Australia and Europe, the Middle East and Africa because they can fly on Emirates’ jets. How to cite Gulf Carriers Destabilise Alliances, Papers

Nike Inc., Marketing Masters Essay Example For Students

Nike Inc., Marketing Masters Essay Basketball players wanna be like Mike, but shoe companies wanna be like NIKE. NIKE is the worlds #1 company and controls more than 40% of the US athletic shoe market. The company designs and sells shoes for just about every sport, including baseball, volleyball, cheerleading, and wrestling. NIKE also sells Cole Haan dress and casual shoes and a line of athletic wear and equipment, such as hockey sticks, skates, and timepieces. In addition, it operates NIKETOWN shoe and sportswear stores and is opening JORDAN in store outlets in suburban markets. NIKE sells its product to about 19,000 US accountants, in about 140 other countries, and online. Chairman, CEO, and co-founder Phil Knight owns. Nike Co. is very interesting, as well is a popular brand. Nike, pronounced NI-KEY, is the winged goddess of victory according to Greek mythology. She sat at the side of Zeus, the ruler of the Olympian pantheon, in Olympia. A mystical presence, symbolizing victorious encounters, NIKE presided over historys earliest battlefields. A Greek would say, When we go to battle, and win, we say it is NIKE. Synonymous with honored conquest; NIKE is the twentieth century footwear that lifts the worlds greatest athletes to new levels of mastery and achievement. The NIKE swoosh embodies the spirit of the winged goddess who inspired the most courageous and chivalrous warriors at the dawn of civilization. Among artistic representations of Nike are the sculpture by Paeonius (c. 424 BC) and the Nike of Samothrace. Rhodians probably erected the latter, discovered on Samothrace in 1863 and now in the Louvre Museum, Paris, about 203 BC to commemorate a sea battle. Excavations have shown that the sculpture was placed alighting on a flagship, which was set in the ground in such a way that it appeared to float. If you were to break the word NIKE down, you would get Ni-key. The pronunciation for Nike is nI-kE. Its function is noun, and its etymology is Greek NiKE. If you defined the word NIKE, you would find out that it means the Greek goddess of victory. Another meaning and definition of a word is SWOOSHING. Main entry: Swoosh, function is noun, and it is an act or instance of swooshing. The origin of the swoosh dates back as far as 1971. Phil Knight was supplementing his modest income from Blue Ribbon Sports Inc. by teaching an accountant class at Portland State University. There he met Carolyn Davidson, a graphic design student, who was working on a multi-perspective drawing assignment in the hallway. He offered her a couple of bucks per hour if she would do some design work for his small company. This all happened because Representatives from Japan were coming for a presentation and Phil wanted some charts and graphs to show them according to Davidson. Apparently this wasnt the last time Phil had asked Carolyn Davidson to create a design for him and Blue ribbon Sports. According to Davidson again, Phil had asked her to work on a shoe stripe because supposedly Phil needed more inventory control. (In spring of 1992, the first shoe with the Nike Swoosh was introduced) There have always been numerous predictions and questions asked about what Nike pays its people. An average salary for a Nike Spokesman (Tiger woods) is $55,555 dollars per day, which adds up to 20,277,575 dollars in a one years earned salary. Other salaries of Nike employees such as an Indonesian factory worker who is making shoes makes $1. 25 per day and an on average of $456. 5 per year. Lastly, Nike CEO Phil Knight is worth roughly over $5. 8 billion dollars. Nike ads like any other businesses require interpretation. Some of this reading goes on at the conscious level, some unconsciously. As opposed to extremists on either side of the interpretative question, I fall most nearly to the constructivist point of view in that I view meaning as interplay between text and the reader. Ads work on a variety of different levels including, but not limited to, sign typology, paradigmatic meaning, psychological appeals, emotion, roles, values/beliefs, and knowledge. Again, the impact of an ad comes from the interplay between these various aspects of make-up and the readers own notions about him/herself and the world. Rubber-soled shoes were first mass-marketed as canvas-top sneakers by U. S. Rubber, with its keds in 1917. But the elevation of athletic shoe manufacture to both a science and a fashion was due largely due to Phil Knight and Steve Bowerman of Oregon. In 1958, Phil Knight, a business major a the University of Oregon, and a miler on the track team, shared with his coach, Bill Bowerman, a dissatisfaction with the clumsiness of American running shoes. They formed a company in 1964 to market a lighter and more comfortable shoe designed by Bowerman. In 1968, this company became NIKE, Inc. named for the Greek goddess of Victory. At first, Knight and Bowerman sold their shoes in person, at track meets across the Western US. Their company thrived through a classic combination of entrepreneurship and innovation. Bowermans most memorable technical breakthrough was the optimal traction of the waffle soles he invented by shaping rubber in the waffle iron in his kitchen (1972). Other essential innovations were the wedged heel, the cushioned mid-sole, and nylon uppers. Knights first great marketing ploy was announcing that four of the top seven finishers in the marathon at the 1972 Olympic Trials had worn Nikes (the first three runners, in fact, had worn West German Adidas). Through the 80s and 90s, NIKEs advertisements helped make it by far the foremost retailer of athletic shoes world-wide, thanks to the endorsements from superstars like Michael Jordan, and the catchy slogans like Just Do It. After dozens of years, patents and commercials, NIKE and its competitors created an absolute mania for elaborate athletic shoes, in the US and aboard. Though fashion remains a matter of taste, it is undeniable that both world-class athletes and even the average aerobics enthusiast owe a debt to the innovations of Phil knight and Bill Bowerman and to the industry they inspired. Phil Knight is the founder and CEO of the athletic gear company Nike. Knight and Nike helped start a sports business and revolution in the 1970s changing old- fashioned tennis shoes into highly specialized equipment and promoting them as symbols of athletic prowess and success. Nikes success made Knight one of the Americas wealthiest men. In the 1990s he was the subject of frequent protests over allegedly poor working conditions at Nike manufacturing plants in Asia. Phil Knight was born on February 24, 1938. He is as well married. His position in Nike is Chief Executive Officer, President and Chairman, Nike Inc. His educational background is Business Administration, University of Oregon (1959); M. B. A. , Stanford University (1962). His favorite personal sports are tennis, running, and golf. A co-founder of Nike and former University of Oregon miler with a personal best 4:10, Phil Knight received an MBA from Stanford University. His masters work provided the outline for the business that would become Nike, the worlds number-one sports fitness company. His theory? High-quality running shoes could be designed in the United States, manufactured in Asia, and then sold in America at lower prices than the then-popular West German-made running shoes. With a $500 investment matched by his co-founder and former coach Bill Bowerman, Knight began Blue Ribbon Sports (Nike progenitor) in 1964. Off to an uncertain start, he sold his shoes out of his back of a station wagon but continued to practice as a C. P. A. and teach at Portland State, Univ. until 1969. The Cortez, the first shoe to appear under Nike brand, arrived on the athletic scene in 1972. Since then, Knight has inspired numerous innovations in the business of sports, including future-based ordering; substantial investment in long-term product research and development; national media reinforcement of performance and styling ties between product and athletes, and the creation of a customer- service program supported by a full-time technical team. Melissa King Argumentative EssayThere are no health benefits, so many workers must choose between buying food and taking their kids to the doctor. Lisa Jones quit because of sexual harassment at the factory. In a quote by Lisa Jones I started thinking, how am I going to raise my little girl to have self-respect if I dont have it, she said. This is a sweatshop. They make uniforms that many cities purchase with tax dollars. The major retail chains and big name apparel companies call the shots in the clothing industry. By constantly driving down the price they will pay for goods, they force sweatshop conditions on sewing factories. That means higher profits for the retail and apparel giants, not lower prices for consumers. Five department stores chains account for nearly two-thirds of all department store sales in the U. S. Those retail chains have tremendous power over the companies that make the clothing the stores sell. Most of the garment factories, here and around the world, couldnt stay in business if they lost the business of the retail giants. Thats why the big retailers could stop sweatshops if they wanted to, or if they had to. When these retailers demand quality merchandise and on-time delivery, they get them. If they also demanded that every garment had to be made under decent conditions, there is no question that things would improve fast. In the fall of 1999, an Indonesian human rights organization interviewed 3,500 workers in Nike contractor factories in Indonesia about their pay and working conditions. The survey, conducted by Indonesias Urban Community Mission in conjunction with U. S. based Press for Change, was the most comprehensive investigation of working conditions in Nikes Indonesian plants in three years. Here are some of their findings: Cruel Treatment: 57 percent of Nike athletic shoe workers and 59 percent of Nike clothing workers reported that they had seen workers being shouted at or subjected to cruel treatment by their supervisors. Examples of abuse that workers cited included wage deductions, having their ears pulled, being pinched or slapped, being forced to run around the factory or having to stand for hours in factory yards (known as being dried in the sun). As punishment on the job, workers were made to clean the toilets. Reported verbal abuse included the Indonesian equivalent of phrases like You Dog, and other vulgar words like this one that should not be repeated. Forced Overtime: Workers most common complaint was being forced to work excessive overtime more than 72 hours per week during peak periods. Nikes code of conduct calls for working hours to be limited to 60 hours. Poverty Wages for Shoe Workers: The second most serious complaint cited by footwear workers was low wages. The vast majority of Nike shoe workers interviewed told surveyors their basic wages at the time of the survey were between $33 U. S. (Rp 251,000) and $39 U. S. (Rp 300,000) per month which comes to about 16 19 cents an hour. This wage does not even come close to covering the costs of a familys basic human needs. Since these interviews, the cost of living has continued to deteriorate, and Nike contractors increases in the nominal wage have not been adequate to account for inflation and currency devaluation. Even Lower Wages for Apparel Workers. Nike apparel workers in Indonesia earn even less than Nike footwear workers. The survey found that 31 percent of the 1,200 Nike apparel workers interviewed earned less than the equivalent of $33 U. S. dollars per month (Rp 250,000). That is 25% percent less than what even Nike says that it takes to meet one persons minimum physical needs, without taking into consideration providing for family members or savings. According to surveyors: Workers struggling to survive on wages this low are in a desperate position. Shoe giant Nike has suspended a manager in its Ho Chi Minh City factory in response to a labor groups charge of worker abuse in Vietnamese manufacturing plants. A U. S. -based company spokesman told USA Today that a manager had been suspended for abusing workers. The paper reported that labor activist Thuyen Nguyen of U. S. -based Vietnam Labor Watch inspected Nike facilities in Vietnam last month in escorted and surprise visits. Nguyen said he found violations of minimum wage and overtime laws as well as physical mistreatment of workers. His 12-page report on working conditions in Vietnam is the latest in a series of troubles Nike has faced with its subcontractors in Vietnam. Last year, a South Korean factory floor manager working for Nike subcontractor Sam Yang Co. was convicted of beating Vietnamese employees with a shoe. At least 250 Vietnamese employees walked off the job at the Sam Yang factory last week to protest poor working conditions and low wages, state-run media reported. Workers at the factory work in overheated and a noisy environment, the official Laborer newspaper reported. The requirements from the health care department for labor conditions have not been met. A second Nike subcontractor, Taiwanese firm Pou Chen Vietnam Enterprise, has been cited for physically abusing workers at its plant. Among other things, a floor manager at the Pou Chen plant forced 56 women employees to run laps as punishment for wearing non-regulation shoes. Vietnamese press at the time of the incident said 12 of them fainted and were taken to a hospital. That incident occurred on March 8, International Womens Day. The manager accused of making women run laps has been suspended, Nike spokesman McLain Ramsey told USA Today. Nike has repeatedly come under criticism for not clamping down on poor labor conditions in factories it hires to produce its line of footwear and apparel. While Nike claims it is trying to monitor and enforce its code of conduct, its current approach to monitoring and enforcement is simply not working, the paper quoted Nguyen as saying. Ramsey confirmed Nguyens visit to the Ho Chi Minh City plant and also told the paper that Nike officials are as distressed as he is about the report. Nike has a full investigation going and encouraged local police to do the same, he told the paper. In the Vietnamese capital, Hanoi, a senior labor official reiterated complaints that workers in Nike-contracted factories faced inhumane treatment. Violations of labor rights generally are occurring in their smaller contractor joint venture or wholly-owned ventures in which the Vietnamese side has minimal control, said Tu Le, a senior official from the Vietnam Labor Union. Nguyens report was to be released today in New York. Just weeks ahead of the report, Nike announced it had hired former U. N. Ambassador Andrew Young and his Goodworks International group to review a new code of conduct for the companys overseas factories. The measure was aimed at quelling mounting criticism that working conditions at factories in Indonesia and Vietnam were substandard. Nike uses five manufacturing plants in Vietnam, where it takes advantage of low-cost labor and relatively high production standards. About 3 percent of Nikes output is produced in Vietnam, a Nike spokesman said in an earlier interview. Michael Jordan became the first athletic mega businessman. His role as a spokesman for Nike turned that athletic-shoe and- apparel company into the world leader, earning both him and Nike millions of dollars.