Market strategies in two major companies in Mexico: Bachoco and Lala

Abstract

During 70 years of existence, two companies have been studied historically and economically, serve as examples for the business sector and the Mexican food industry, as other companies have had boom and declining stages, but today they are a example; have been observed in them the different administrative and market strategies, which they have used, is how the objective of this research work is to identify and analyze the different market strategies, specifically the Mix Marketing variables that Bachoco and Lala companies have used throughout their history. Bachoco who was born in 1949, (Ceruti, M.; Hernandez, M.C.; Marichal, C., 2010), considered the largest poultry producer in Mexico, the owners of the Robinson Bours family, this company is reviewed by authors such as Hernández, M.M. del C. & Vázquez, R.M.A. (2010), while Lala is another large company in northern Mexico, converted in the largest producer of fresh milk in the country, which was born in 1949, says Rivas, S.E. (2010). This research is descriptive in a qualitative type, since the results are not quantified, the documents generated by other investigations, considered as secondary sources and the documents of the same companies, are reviewed, as primary sources. The results present the variables found from Mix Marketing, product, price, square and promotion, for both companies. The findings are to show that the theory is applicable to practice, and because companies use an excellent combination of market variables, a mixture of variables, which have allowed them to operate in the market, to meet the objectives and goals of the marketing such as: giving end-consumer satisfaction, increasing demand and supply, having a brand value, among other business profits.