UNA NUEVA ESCUELA SUPERIOR DE COMERCIO Y ADMINISTRACION UNIDAD SANTO TOMAS

INSTITUTO POLITECNICO NACIONAL

ESCUELA SUPERIOR DE COMERCIO Y ADMINISTRACION UNIDAD SANTO TOMAS

COMPORTAMIENTO DEL CONSUMIDOR

ENSAYO

ROBERTO

PERALTA BARRANCO ELDA

SUCCAR PALMER SAMIR

VELAZUQEZ FLORES ISRAEL

2RV3

10/JUN/15

COCA COLA

One of our goals is to maximize growth and profitability in order to create value for our shareholders. Our efforts to achieve this goal is based on: (1) the transformation of our business models to focus on the potential value of our customers and the use of a value-based to capture the potential of the industry segmentation approach; (2) implementing multi-segmentation strategies in our major markets to target distinct market clusters divided by consumption occasion, competitive intensity and socioeconomic levels; (3) the implementation of strategies of product, packaging and pricing through different distribution channels; (4) foster innovation along our different product categories; (5) develop new business and distribution channels; and (6) achieving full operating potential of our business model and operational processes to drive along our operations improvements. To achieve this, we try to focus our efforts continuously, among other initiatives, as follows:

• working with The Coca-Cola Company to develop a business model to continue exploring and participating in new lines of beverages, expanding the current product lines and effectively promote and market our products;
• 
      develop and expand our still beverage portfolio organically through innovation, strategic acquisitions and entering into agreements to acquire companies with The Coca-Cola Company;
• 
      expanding our bottled water strategy with The Coca-Cola Company through innovation and selective acquisitions to maximize its profitability across our territories;
• 
      strengthen our sales capability and implement distribution strategies, including systems pre-sale, conventional selling and hybrid routes, in order to approach customers and help them satisfy the beverage needs of consumers;
     
• implementing selective packaging strategies designed to increase consumer demand for our products, to build a strong returnable base for the Coca-Cola brands;
     
• replicating our best practices within the value chain;
     
• rationalizing and adapting our organizational and asset structure in order to be in a better position to respond to the changing competitive environment;
      
• commit to building a multicultural collaborative team at all levels, and
     
• expand our geographical presence through organic growth and strategic partnerships, joint ventures, mergers and acquisitions.

Competitive Advantages

Market leadership. Coca-Cola FEMSA is the largest beverage bottler of Coca-Cola trademark in the world in terms of sales volume, with operations in Mexico, Guatemala, Nicaragua, Costa Rica, Panama, Colombia, Venezuela, Argentina, Brazil and the Philippines.

Business associations. Coca-Cola FEMSA is working with The Coca-Cola Company to jointly develop, more advanced business models and continue to explore and participate in new beverage lines, expanding existing product lines and effectively promote and market our products. As partners, we have the common incentives that allow us to capture significant growth opportunities in the fast-growing market, but underdeveloped non-carbonated beverages in Latin America, developed and expand our portfolio of non-carbonated beverages through innovation, strategic acquisitions and concluding agreements to jointly acquire companies with The Coca-Cola Company.

Strong portfolio of brands. The company offers a broad and strong portfolio of beverages to its clients and consumers, continuously explores different beverage categories that offer promising opportunities to capture growth in its various markets. To get closer to their customers and support them to meet the growing needs of its consumers, Coca-Cola FEMSA has become a comprehensive provider for its customers, by offering a complete portfolio of beverages including soft drinks, bottled water, juices, orangeade, sports drinks, teas, energy drinks, milk, coffee and even beer in some markets like Brazil.

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