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Escuela Académica Profesional de Administración y Negocios

Internacionales

EMPRESA BIMBO
Trabajo de investigación presentado por:
Agama Gutiérrez, Sheyla
Gonzales Zamora, Isabel

Para optar la Sustentación Oral aplicando el formato de diapositivas
que refuerzan la capacidad de síntesis y capacidad reflexiva del
alumno de la Universidad Alas Peruanas

Sede Lima – Perú
2015

INDICE
INDICE............................................................................................................ 2
1

AWARDS................................................................................................... 4

2

INTRODUCTION........................................................................................ 5

3

HISTORIA.................................................................................................. 6

4

ANTECEDENTES....................................................................................... 7

5

MISION, VISION Y VALORES......................................................................9
5.1

MISSION............................................................................................. 9

5.2

VISION................................................................................................ 9

5.3

VALUES.............................................................................................. 9

6

PHILOSOPHY........................................................................................... 11

7

Objectives.............................................................................................. 12

8

FEATURES.............................................................................................. 13

9

RECOGNITION OF GRUPO BIMBO...........................................................14
9.1

Recognition in sustainability and environmental care.....................14

9.2

Recognition Plants...........................................................................14

9.3

Socially Responsible Company........................................................15

10

CODE OF ETHICS................................................................................. 16

10.1 With our consumers and customers................................................16
10.2 With our suppliers............................................................................16
10.3 With the government.......................................................................16
10.4 With our shareholders and partners................................................16
10.5 With competition............................................................................. 16
10.6 With society..................................................................................... 17
10.7 With our partners............................................................................. 17
11

PRODUCTS and BRANDS.....................................................................18

11.1 Latin America................................................................................... 18
11.2 United States................................................................................... 19
11.3 China............................................................................................... 19
12

COMPETITORS..................................................................................... 21

13

ORGANIZATION................................................................................... 22

13.1 CORPORATE GROUP.........................................................................22
13.2 AUDIT COMMITTEE...........................................................................22

.....4 PLANNING AND FINANCE COMMITTEE................................22 13............23 14 ORGANIZATION CHART OF THE COMPANY BIMBO.........25 16 CONCLUSIONS... 27 ........................................................................................ 26 17 BIBLIOGRAFÍA........................................3 EVALUATION COMMITTEE AND RESULTS...............................................................................5 EXECUTIVE COMMITTEE..........................................................................................................13.............................24 15 GEOGRAPHICAL POSITION...............22 13..........

1 AWARDS This research was carried out thanks to God for giving us health and strength to keep going every day to achieve our objectives and goals. love and unconditional support during our training both personally and professionally. especially the research team for their responsibility. . Our parents. Our colleagues in the Academic Professional School of Management and International Business. perseverance and cooperation to achieve the successful completion of the research. A University Peruvian Wings that gives us all the facilities for a better environment for university education and helps us every day to be great professionals in the race we have chosen. in gratitude for his effort.

The company Bimbo aims to promote the efficiency and quality of services in different fields of industry and consumer wishing to obtain the recognition and encouragement of good performance and professional development of key officers and employees that enable result of Bimbo products. . tender and delicious products. Mexico and most Latin American countries in which it operates. implementing codes of ethics for the development of the organization. the strategy to enter new markets. Also.2 INTRODUCTION This research is designed so practical and instructive to make known. BIMBO continues to arrive every day to millions of homes their fresh. one of the largest organizations in the food sector. Thanks to the great acceptance by the public. Since the introduction of bread to the full range of today. the Group has obtained a share of market leadership in bakery products in the US. the evolution of the company BIMBO over time and how this takes. driving sustainable development.

United States. tender and delicious products. Thanks to the great acceptance by the public. BIMBO IBERIA products have emerged as market leaders in the categories of bread. among them a variety of packaged bread. Since the introduction of bread to the full range of today. Mexican businessmen who once founded Bimbo.000 products and over 103 prestigious brands.3 HISTORIA The Bimbo company we know today has its origins in Mexico. 5 and 2 trading partner located in Mexico.800. Bimbo Spain was a replica of a first Bimbo founded in the City of Mexico. which manufactures bread box. GRUPO BIMBO has a presence in 19 countries in America. one of its founders. produces. BIMBO IBERIA continues to come every day to millions of homes their fresh. Grupo Bimbo is one of the largest organizations in the food sector. Twenty years later. sweet bread. was created by Don Lorenzo Servitije. in March 1964. when he was released his first bread at its factory in Granollers (Barcelona). followed parallel paths but completely independent. confectionery. pastries and cakes brand. BIMBO started business in Spain in 1965. pastries. Asia and Europe. along with Jaime Jorba. covering more than 1. caramel (dulce de leche) and some other goods distribution of their products produced in its 98 floors. founded Bimbo Bakery. which began its activities in the Latin American country in December 1945. Mexican and Spanish. Central and South America and Asia. packed cornmeal and wheat flour tortillas. pastries .000 outlets in the world. Mata. toast. . Alfonso Velasco and José T. distributes and markets with about 10. a few months after finishing the second world war. decided to create the same company in Spain with identical symbols and philosophy. In 1978. Today. The first major achievement of BIMBO IBERIA has been from the beginning in Spain and Portugal to introduce a totally unknown product till then: sliced bread. In 2011 the Mexican company Grupo Bimbo Bimbo acquired again returning to Spain and Portugal join the original company under the name GRUPO BIMBO. sold all of its shares and the companies. sweet and salted snacks. Jaime Sendra.

2006: Grupo Bimbo acquired the Planning in Beijing and begins to have presence in the Asian market. 1979: Roberto Severtije is appointed CEO of Grupo Bimbo 1999: Bimbo acquired group companies Martínez 2000: New corporate structure and generate new products through his company. 1978: Bimbo sold the remaining 50%. 1971: Bimbo sells 50% of the business of Campbell. Fargo and Bimbo in Argentina IBERIA in Spain and Portugal bakery company. .4 ANTECEDENTES 1965 hits the market the first bimbo bread mold made in the production plant Barcelona. 2011: Grupo Bimbo has become the largest global by acquiring Sara Lee North American Fresh Bakery in the United States.

strengthening its presence in Latin America. 2014: Grupo Bimbo acquires Canada Bread to boost global growth strategy in Canada and the UK. This effort will allow Grupo Bimbo consolidated as a modern and innovative company firmly committed to protecting the environment. reaffirming itself as the world's largest baking company. . In the same year. Ecuador enters the market with the integration of Supan. Sales Organic Center will feed the energy produced by the Piedra Larga wind farm.2013: Grupo Bimbo launches the First Ecological Center Sales of the world's largest baking company to reduce the environmental impact of its operations. mitigating the effects of climate change. Electric vehicles are powered by wind generated in this park.

5.5 MISION. with long-term vision.3 VALUES • Passion: We give ourselves in everything we do. delight and serve our world. 5. • Team: We work. • International leader in the bakery industry. • Quality: We offer products and services of superior quality daily. • Trust: We cultivate each relationship with integrity. VISION Y VALORES 5.1 MISSION “Feeding. • A company financially sound. • An innovative company that looks to the future. • An extraordinary place to work. we multiply achievements. competitive and strongly oriented to the satisfaction of our customers and consumers. we join forces. • preferred provider of our customers.2 VISION In 2015 they are: • A company with leading and reliable brands for our consumers. .” Committing ourselves to be a company: • Highly productive and people. • Innovative.

• Performance: Get Results for continued growth and undertaking. . never as an instrument.• Effectiveness: We execute with precision and excellence. • Person: always see the other as a person.

Values can only be understood together as a full complement. the way of being. it is the Person. service. innovation. as a fundamental principle. the origin and end of our action. A philosophy summed up in four words.6 PHILOSOPHY • Pursuing its achievement every day and daily advance in our purposes is our reason for being as a company. • Our principles and values are what give us the personality. • Quality. To meet them. we try at all times to be a modern and innovative company with a highly qualified professional team. • We represent each of the values with primary and secondary colors. . freshness. • In the center of all.

Participation and self-control. • Search our staff to develop and fully realized (live our philosophy). . • Ensure the operation in a proper control environment (information systems and trust). Being closer to our consumers and customers. Achieving profitability levels established. be productive.7 OBJECTIVES • Make our business a business. • Achieve an increasing volume and market share of our brands. Permanently oriented learning. they are our reason for being.

• A robust research and development platform that includes 6 innovation and nutrition institutes. in line with our disciplined commitment to allocate the financial resources and to maintain our credit rating to investment grade. supply chain and logistics. • Reduce leverage. located in Mexico (2) United States (3) and Brazil (1). • work closely with suppliers to reduce volatility. . • Develop and expand knowledge and innovation keep pace. • Work hard to keep in tune with the tastes and preferences of consumers. • Focus on improving the manufacturing.8 FEATURES • Focus highly segmented in multiple geographies and economic factors. • Improving our infrastructure and logistics to better reach underserved areas. standardize inventory and guarantee supply.

for it conducted an assessment through various criteria. This competition seeks to distinguish those organizations that have developed projects that encourage reuse and recycling of water in Mexico. the highest recognition to organizational excellence that rubs the Federal government to companies that are distinguished by their high performance. the World Executive magazine recognized us as the Best Sustainable Company in Mexico. ..9 RECOGNITION OF GRUPO BIMBO 9. our plants Azcapotzalco and Santa Maria won the National Quality Award. In 2010. In 2007. The media was given the task of understanding the impact of private companies in terms of quality of life. community and environment. business ethics. 9.2 Recognition Plants Some of our plants are certified Environmental Excellence issued by the Federal Attorney for Environmental Protection (PROFEPA). competitiveness and innovation culture. which recognizes organizations that carry out plans for its environmental performance and implement and use a system of Environmental Management to measure continuous improvement not only in the process but also in its services and products. we won the First National Water Reuse.1 Recognition in sustainability and environmental care In 2010. organized by the Employers Confederation of the Mexican Republic (COPARMEX).

. Committed to the Environment Commitment to our employees Commitment to our society.3 Socially Responsible Company In Grupo Bimbo we have a Social Responsibility Program. It focuses on four programs: Committed to your Health.9. which aims to support activities to actively participate in the challenges that today's society is immersed.

10 CODE OF ETHICS 10.3 With the government We respect laws and seek to understand and respect the local customs and practices of each country in which we operate.2 With our suppliers Maintain cordial and honest relationships.5 With competition Compete in the market based on price.1 With our consumers and customers Provide products and services of the highest quality and innovative. equitable and fair business. 10. in a framework of integrity and respect. Ensuring the availability and provide a business proposal that promotes growth and development of our business partners. promoting development and seeking to build lasting relationships. 10. . 10. quality and service.4 With our shareholders and partners Provide reasonable profitability steadily creating value in the long term. 10.

their individuality and provide a safe environment for their welfare and development. Support economic and social growth of the communities where we are.6 With society Promote the strengthening of universal ethical values.7 With our partners Ensure respect for their dignity. 10.10. . Caring for the environment.

Honduras.11 PRODUCTS AND BRANDS The Company manufactures and / or sells more than 5. Baird's. Costa Rica. Guatemala. Brazil. These marks are relevant under that protect products or groups of products that represent a significant volume of sales. El Salvador. Marinela. Tia Rosa. Ideal. Panama. including Argentina. Pullman. Suandy. 2010. Mrs. Del home. Milpa Real.1 Latin America These operations were initiated by the construction of own plants. Ideal. La Corona. Peru. Coronado. At December 31. Ricolino. Entenmann's. Thomas' and Boboli. Colombia. which owns in Mexico and abroad. . in Latin America they operated 25 plants across 14 countries. Uruguay and Venezuela . Chile. among others. Monarch. 11. Lonchibon. strategic partnerships and acquisitions in certain countries. Oroweat. These countries represent a potential market of over 360 million consumers. El Globo.000 products with prestigious brands such as Bimbo. Paraguay. Plus Vita. Nicaragua. Lara. Barcel.

2 United States BIMBO has implemented an expansion strategy in the US through various acquisitions. This company is engaged in the manufacture. Inc. In November 2010. 11.380 million. distribution and marketing of packaged bread. The Company has developed new products with local tastes as sweet bean buns and bread stuffed premises to suit the Asian market and meet the specific tastes . Concentrated mainly operating company Beijing Panrico Food Processing Center. including the acquisition of January 21. and the acquisition of related financial assets. acquired in March 2006 and is now called Bimbo Food Company Beijing.11. 2009 the bakery business in the United States of Weston Foods. Grupo Bimbo announced the agreement to acquire the business of North American Fresh Bakery Sara Lee for $ 959 million. sweet bread. (WFI) by $ 2. also sells prepared foods and Chinese baked goods. Through the acquisition of the brand Million Land in 2009. and JinHongWei in 2010.3 China Coordinates the Group's operations in Asia. cakes and confectionery under the brand BIMBO.

.of the region and develop a consistent demand for bread and similar products savory ingredients.

The company is originally from Northfield. Maison du Café. with total sales amounting to approximately 17 000 800 million. Jimmy Dean. with sales of approximately $ 150 million annually . was excised from the Altria Group. • Fargo is the largest producer and distributor of bread and bakery products in Argentina. sells to nearly 180 countries. Currently. Sara Lee ventured into food (Aoste. Kraft Foods. among other brands). Hillshire Farm. Earth Grains. is a manufacturer of consumer foods listed on the New York Stock Exchange. comparable only with the five largest companies in the Mexican Stock Exchange. In 2012 it changed its name to mondelēz international. In 2007. keeping the name Kraft Foods Group for its business in North America. a suburb of Chicago. a leading US keeps 145 000 800 workers. branded clothing and household products • Another competitor globally is Kraft Foods Inc. has facilities in 58 countries. the main holder of the tobacco company Philip Morris.12 COMP ETITORS • One of the main competitors worldwide is Bimbo Sara Lee. Unlike Bimbo that specializes only in the food business. Illinois. equivalent to about 199 billion pesos a year of sales. Kraft operates in more than 155 countries. USA.

1 CORPORATE GROUP Aministrativo Council: according to the social status of Grupo Bimbo. 13. . 13.2 AUDIT COMMITTEE Composed solely of independent directors. and the identification of risks and evaluation of policies for the administration of the same. the evaluation of long term strategists and major investment and financing policies of Grupo Bimbo. 13. and the policies and guidelines for compensation and development programs for officials and employees of Grupo Bimbo and its subsidiaries. with the power to evaluate and monitor the work of the administration. the board must consist of a minimum of 5 and a maximum of 21 members.13 ORGANIZATION PRESIDENT: Severtije Roberto Sendra (Owner President. its main functions is to verify that Grupo Bimbo's operations are conducted within the regulatory framework. Board of Directors) DEPUTY PRESIDENT: Daniel Ssevertije (CEO) 13.3 EVALUATION COMMITTEE AND RESULTS It is responsible for analyzing and approving the overall compensation structure of Grupo Bimbo.4 PLANNING AND FINANCE COMMITTEE Has the authority to analyze and submit to the approval of the board.

She studies degree in Marketing. bimbo income in 1977 has the title of chemical engineer and has an MBA at the University Diego Portales. USA . Switzerland. Advanced Management at the Harvard University Business School and the Breakthrough Program at IMD. He earned his degree with honors in industrial engineering at UNAM and holds a Master of Science in Stanford University in the area of administrative engineering. Grupo Bimbo income in 1999. Joined Grupo Bimbo in 1981. GENERAL DIRECTOR OF BARCEL LTD: Gomez Gabino Carbajal. Chile. CORPORATE DIRECTOR OF PERSONAL AND RELATIONS OF GRUPO BIMBO: Joined Grupo Bimbo in 2012. actuarial study race and has a Masters in Business Administration at IPADE. Joined Grupo Bimbo in 2001. Study the masters in business administration at the University of Miami. Joined Grupo Bimbo in 1977. GENERAL DIRECTOR OF INFORMATION AND STRATEGIC ANALYSIS OF GRUPO BIMBO: Reynaldo Reyna Rodríguez. chemical engineering study.5 EXECUTIVE COMMITTEE ADUNTO GENERAL DIRECTOR: Pablo Elizondo. am studying industrial engineering and systems and completed his master's in operations research and finance at the University of Whrton.13. CORPORATE DIRECTOR OF FINANCE AND ADMINISTRATION OF GRUPO BIMBO: Guillermo Quiroz. Course Advanced Management Program at Harvard Business School GENERAL DIRECTOR OF BIMBO SA DE CV: Augusto Franco Javier Gonzales.

14 ORGANIZATION CHART OF THE COMPANY BIMBO .

15 GEOGRAPHICAL POSITION .

plus this great enterprise was created not only to enrich the pockets of its shareholders but also to satisfy their customers fulfilling the social commitment and providing nutritious and fresh produce . keeps them apart and moved where they were already positioned. • The strategic pillars supporting Grupo Bimbo are developing a competitive business model. it also has a distribution network of first class. • Their prices are well below the market.16 CONCLUSIONS • To conclude we can say that Grupo Bimbo is one of the most successful Mexican companies and global projection. and produce a variety of bread for consumption. . What Grupo Bimbo teaches us is that you can still believe in Mexican companies. • Bimbo has stood out as a company concerned with social responsibility. leadership in the different channels and the continuous improvement of the distribution network. the constant reassessment of its brands. Bimbo. as it helps many NGOs. with high technology and excellent management in logistics. so its competitors.

COM/NEGOCIOS/2010/11/09/BIMBO-SARALEE-COMPRA-PAN-EU-PANIFICADOR HTTP://WWW.MX/NOTICIA/288450.PDF HTTPS://TENDENCIASDENEGOCIOSINTERNACIONALES.FILES.UDLAP.CNNEXPANSION.HTML .GRUPOBIMBO.MX/ HTTP://CATARINA.WORDPRE SS.PDF HTTP://WWW.COM.COM/2011/11/ANGEL-AMAYA-BIMBOWORD.MX/U_DL_A/TALES/DOCUMENTOS/LAD/MENDOZ A_L_G/CAPITULO5.BIMBO-YSU-RED-DE-DISTRIBUCION.17 BIBLIOGRAFÍA HTTP://WWW.ELSIGLODETORREON.COM.