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Author
Moncunill Pérez, Laura
Chen, Huishuang
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Abstract
This international Marketing Plan is conducted for GRUPO BIMBO. The company’s intent is to transform the baking industry with a sustainable, highly productive, and deeply humane approach within the 32 countries they operate. The purpose of this report is to analyze and assess the potential of the new Indian Market, as GRUPO BIMBO recently acquired the Indian baked goods company Harvest Gold.
Harvest Gold mission has been so far to maintain its leading position in the New Capital Region (NCR so to say around New Delhi) as the top sliced-bread brand. Harvest Gold’s 25 years of expertise in the industry and its ability to innovate and keep increasing its manufacturing standards over the years is, according to the brand (Harvest Gold 2018), what defines them as a brand leader for bread consumers.
Moreover, as we will see along with the report, the brand seeks to expand and reinforce further its position in the NCR region, and can therefore rely on BIMBO’s large resources to pursue this goal. Reversely, Harvest Gold is the golden open door to the Indian market and BIMBO can rely on the brand expertise to penetrate this new market efficiently.
Furthermore, the long-term vision for Harvest Gold and GRUPO BIMBO is to keep gaining consumers to have a strong presence in this new market while upholding the commitment to quality and taste that made their pride and recognition in the first place.
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