Proposal of Marketing Strategies for the International MexFood Company of Xalapa, Veracruz in 2016

Authors

  • Daniela Siller Boehringer Universidad de Xalapa
  • Brenda Analiz Vera Gómez Universidad de Xalapa

DOI:

https://doi.org/10.5281/zenodo.7186592

Keywords:

Management, Marketing, Marketing Mix, International Marketing, Marketing Strategies

Abstract

This research aims to make an approximation of the design of marketing strategies that help the company MEXFOOD to position itself in the market and ensure sales. With these strategies, he hopes to create value in the products, in the distribution chain so that he can finally get his customers to buy again. MEXFOOD lacks marketing strategies, strategies that Kotler defines as the set of tools that a company uses to achieve its marketing objectives. McCarthy classified these instruments into four large groups that he called the four 4 P's of marketing: product, price, place and promotion. (Kotler and Keller, 2006, p. 19). MEXFOOD It is a 100% Mexican company, founded in Xalapa, Veracruz, Mexico, with the sole objective of sharing the seasoning and flavor of typical Mexican food in the United States and Europe. It started with a dream, that of supplying restaurants and self-service stores with Mexican food. Food made 100% in Mexico from every corner of Mexico to show the world why our gastronomy is a heritage of humanity.

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References

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Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, P. (2010). Metodología de la investigación. México, México: McGraw-Hill.

Keegan,Warren J y Green, Mark C. (2009). Marketing Internacional, Quinta Edicion. México: Pearson Education.

Kotler, Philip, Keller Lane, Kevin (2006). Dirección de marketing. México: Pearson.

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P. Robbins, S. (2005). Administración. México: Pearson Educación.

P.Robbins. S., & Coulter, M. (2005). Administración Octava Edición. México: Pearson Education.

Tamayo, M. (2004). El Proceso de la investigación Científica (Cuarta Edición ed.). Cd. de Mexico: Limusa

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Published

2016-08-01

How to Cite

Siller Boehringer , D., & Vera Gómez, B. A. (2016). Proposal of Marketing Strategies for the International MexFood Company of Xalapa, Veracruz in 2016. Universita Ciencia, 5, 262–273. https://doi.org/10.5281/zenodo.7186592

Issue

2016: Special Issue: Master's Degree Papers

Section

Artículos

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