La costeña

Process of internalization

MAURICIO ESLAVA

Introduction

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

Abstract

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.

Products of La costeña Chilies Vegetables

Beans Fruit

Jams

Background 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

What was the raisons of internationalize?

be leader in Mexican

market

economies of scale

Nostalgia market (USA)

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.

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.

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

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