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This monograph summarizes the findings of a detailed anthropological study of an extensive traditional marketing system and its modern transformations. The major questions considered are (1) the scope and structure of the system, (2) its functioning, and (3) its responses to the relatively recent impact of a modernizing and industrializing national economy.
Research Paper (postgraduate) from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1.0, language: English, abstract: A successful company needs a good Global marketing strategy if it wishes to enter the international arena with its products and services. This is the process of being able to adjust a company's marketing strategy to allow it to adapt in countries different to that of the home country. This strategy will vary from region to region based on different aspects of the chosen target market and country. The purpose of this report is to identify the global challengers, composed of threats and opportunities that a firm from a rapidly developing economy faces alongside providing indications on how to help this firm become a global player. This report will emphasise on a firm from a rapidly developing economy which is Grupo Mexico, a mining company which is located in Mexico. It will look at the background of the company and what has enabled this company to succeed in such a competitive industry domestically and internationally. Throughout the basis of such research this will then build upon developing an outline global marketing strategy to challenge its competitors within the market. Future supplies of non-renewable resources get harder to obtain every time a location is depleted of its natural resource. Identifying what resources are needed and the capabilities available to a firm enable it to enter a very competitive yet lucrative market. With natural resources being very scarce to find and very difficult to extract becomes a great challenge to companies working in this sector. Although this is a difficult proses, Chibana (2017) states that natural resources make the world go around which suggest the worlds requirement for such commodity is greater than any other which indicate that customer wants and needs for this product are high. The company Grupo Mexico is vastly divers
Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, EGADE Business School, language: English, abstract: The automobile industry is famous for being ahead of the curve in most areas. Automotive companies cannot rely on a one-time announcement or word-of-mouth chatter to keep a steady stream to customers. These companies have to have well developed advertising strategies in their marketing processes, in order to sustain a profitable growth in all the markets they serve throughout the world. Mercedes-Benz (MB) is a German high-class automobile company. Its products stand for luxury, reliability and dependability. The company belongs to the multinational division of the German manufacturer Daimler AG and has its headquarters in Stuttgart, Baden-Württemberg, Germany. The company has 274,616 employees and gained a profit of 10,887 billion U.S. dollar with revenue of 147,257 billion U.S. dollars. Mexico is very important for the company’s North American strategy, which can be proved by the fact that Mercedes-Benz produces its cars in Monterrey, Nuevo Leon, Mexico. According to the McKinsey Global Media Report 2013 Latin America provided the highest growth in expenditure for advertising, in 2012 the increase was 13.3 percent. The increasing investments of automotive companies are a reason for it - in 2011 the industry expanded its expenditures in advertising by 101 percent. A critical analysis of the MB’s marketing strategy in Mexico is the purpose of this research paper. Since we are not able to cover all aspects of the marketing of MB due to the limitation of 10 to 15 pages for this paper, the study will be focusing on the following areas: sponsoring, social media, TV advertisements and magazine commercials. Thus, other areas of marketing like brand management or viral marketing will not be addressed. The products and services the company offers in Mexico will be mentioned. The marketing strategy of Mercedes-Benz México will be described and target groups will be defined. At the end of this paper we will state how MB can use its marketing in Mexico more efficiently in order to gain higher profits.