Bimbo Business Case

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Bimbo Business Case by Mind Map: Bimbo Business Case

1. History

1.1. Early years

1.1.1. Founded on December 2, 1945

1.1.1.1. Started with one brand, 38 workers, and 10 trucks to deliver the products in Mexico City.

1.1.1.2. The first products were white boxed bread and white toasted bread.

1.1.2. Bimbo invested in publicity campaigns, hence becoming more popular.

1.1.2.1. More products added

1.1.2.2. By 1956 they had their first plant outside Mexico City.

1.1.3. In 1963, Lorenzo Servitje became the CEO of Grupo Bimbo, and Roberto Servitje became the CEO of Bimbo

1.1.3.1. Bimbo's sales grew to $425 million and 16,125 associates.

1.2. In 1979, Lorenzo Servitje handed over Grupo Bimbo's presidency to his brother Roberto.

1.2.1. Company valued at 12.5 million dollars.

1.2.2. Started to send products to the U.S to see if they would be well received.

1.2.2.1. In 1987, thanks to the high demand, Bimbo started to distribute to Los Angeles and Houston.

1.3. In 1997, Daniel Servitje became CEO of the group and continued to expand Bimbo's internationalization.

1.3.1. In 2000, Grupo Bimbo expanded to Europe.

2. Brands and Products

2.1. As years went by, Grupo Bimbo added many brands and products, practically having a product for every taste and occasion.

2.1.1. Grupo Bimbo's main brands

2.1.1.1. Bimbo

2.1.1.1.1. Flagship of the company, accounting for practically 50% of the revenue.

2.1.1.2. Marinela

2.1.1.2.1. Produces sweet breads, buns, and cakes.

2.1.1.3. Barcel

2.1.1.3.1. Produces a wide range of salted snacks and competes with Sabritas.

2.1.1.4. Tia Rosa

2.1.1.4.1. Produces sweet breads, flour tortillas, among other products.

3. Sales and Distribution Systems

3.1. One of the largest and most complex distribution systems in Mexico.

3.1.1. Distribution channels

3.1.1.1. Supermarkets

3.1.1.2. Convenience stores

3.1.1.3. "Mom and Pop" stores

3.1.1.3.1. It became harder for this stores to prosper due to the large supermarkets and convenience stores.

3.2. Mexico has nearly 1 million search outlets, of which Bimbo reached nearly 750,000.

4. Social Responsibility

4.1. Since it was founded, Bimbo prided itself on its commitment to social causes and Mexicos development.

4.1.1. For instance, the school for workers' children in 1954.

4.1.2. A percentage of Bimbo's profit dedicated to social and educational causes.

4.2. Even after growing so much, Grupo Bimbo's social responsibility philosophy remains the same.

4.2.1. Contact with associates is personal.

4.2.1.1. Daniel Servitje visits each plant every year and has meeting with different associates.

4.3. Bimbo's CSR Programs

4.3.1. Associates/Employees

4.3.1.1. Healthy environment and motivated workers.

4.3.1.1.1. Treated with care and with opportunities of different types.

4.3.2. Health and Nutrition

4.3.2.1. Obesity levels rising dramatically in Mexico.

4.3.2.1.1. Bimbo's health program in 2007 "Committed to Your Health"

4.3.3. Environment

4.3.3.1. Emission reduction

4.3.3.2. Saving water

4.3.3.3. Saving energy

4.3.3.4. Solid waste management

4.3.3.4.1. Degradable packaging

4.3.3.5. Forest conservation and reforestation

4.3.3.5.1. Reforestamos Mexico

4.3.4. Community

4.3.4.1. Educational programs

4.3.4.1.1. Suppliers

4.3.4.1.2. Store owners

5. Going Forward

5.1. Internationalization

5.1.1. Enter more countries, like China.

5.1.2. Having more presence in countries where they are already established.

5.2. Improve international profitability

5.3. Maintain good reputation, relationships, and original philosphy

6. Guillermo García A01283254