Marketing Strategies for Expansion in Mexico

This article discusses the marketing strategies for expanding a business in Mexico, including market entry expansion strategy, marketing strategy, ethical issues, and cross-cultural marketing recommendations.

Running head: MARKETING STRATEGIES FOR EXPANSION IN MEXICO
MARKETING STRATEGIES FOR EXPANSION IN MEXICO
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MARKETING STRATEGIES FOR EXPANSION IN MEXICO
Table of Contents
Introduction......................................................................................................................................2
Market Entry Expansion Strategy....................................................................................................2
Marketing Strategy..........................................................................................................................3
To start early................................................................................................................................3
To set a goal.................................................................................................................................4
Conduct market research.............................................................................................................4
Identifying target audience..........................................................................................................4
Selecting the Right Marketing team............................................................................................5
Strong networking.......................................................................................................................5
Effective Branding.......................................................................................................................6
Ethical issues...................................................................................................................................6
Cross-Cultural Marketing Recommendations.................................................................................8
References........................................................................................................................................9

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Introduction
Strategies to enter the Market of Mexico is pretty similar like developing the sales
channels in America. The company like Findus group which has its core business in to the food
manufacturing sector. It has the highest sales percentage among the other food manufacturing
groups in UK. This is most talked of brand that people prefer going and afford foods of their
choices (Lim 2016). After getting success in the home country now the brand is planning to
expand it same business facilities geographically in Mexico. The challenges on the way are that,
the food that it manufacture are well established in the United Kingdom but do have certain
religious issues in Mexico. The religious Mexican groups may not accept few food ingredients
received by the UK and therefore the company may lack for expansion in certain geographical
locations. Few strategies were thought of before those were almost unorganised and even the
scopes were not abundant for the company. Thus the report shall discuss in detail about the
market entry strategies, strategies recommended to be adopted by the company, its merits and
demerits (Boscagli 2019). Ethical issues while expanding and suggested ways to overcome. The
important cross cultural marketing suggestions on Mexican market.
Market Entry Expansion Strategy
For the expansion in Mexico, development of crucial strategies and maintaining
amalgamations with the stakeholders, local people of that locations, clients and other partners is
very important. It is found in the nature of Mexicans that they like to have direct and apparent
communication without any hidden thoughts and confusions. They eventually prefer to clear out
the doubts in initial meetings to establish a fine rapport with people (Rao-Nicholson and Khan
2017). The buyers in Mexico are identified with quite sufficient knowledge on UK food brands.

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They are well aware of the kind if ingredients food manufacturers use to prepare the food and
other information on delivery systems. It has been found out that due to the fact it is near to the
UK and US they can identify quickly the business entrants and their strategies to capture the
market. The strategy to enter the smart market like Mexico, should be planned based on the
establishment of the agents, representatives and other legalised distributors for the food brands of
the Findus Group. The company can also try for the opening of an outlet there which although
costs high still would be an attractive visible factor for the Mexican customers (Ghauri et al.
2016). The strategy to go for the concrete outlets work as the pull strategy for the customers and
also giving the practical exposures. The strategy should encompasses the whole market size and
the included particular territories for greater expected sales. Another strategy to use is to focus
the specific regions which are popular for such food categories and company is expected to get
good amount of response such as the Central and Southern Mexico, Guadalajara in Western parts
of Mexico, Monterrey and in the parts of north western Mexico in Baja California and
Maquiladora (Ottman 2017). The strategy for the promotional activities are very useful for entry
to the new market. The advantages of these recommended expansion strategies would be
gathering customers and the disadvantages may be the customer may not entertain these efforts
as they already have religious issues so they may stay limited to their domestic food brands
resulting in the drastic financial loss for the company.
Marketing Strategy
According to me, the company to set up its business in Mexico can use these strategies to
implement the marketing of the food industry.

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To start early
Take the pain of starting early whatever it needs to capture the market. The company can
strategize the required steps to be taken and directly implement in the market scenario. Getting
delayed in implementation may give others the time and chance to show their abilities of setting
up business (Boscagli 2019).
To set a goal
Goal setting is very necessary in determining successful marketing of expansion of
business in entirely to a new geographical location (Lynch and Jin 2016). If there is a goal set it
will remind of achieving it and motivates throughout the process to continue striving for the
meeting the objective. The objective here is to make a cost effective effort of successful business
set up through strong marketing strategies.
Conduct market research
The market research is the strength for the company to proceed with the strategies and
therefore implement it to do productive business. Through the market research it would be easy
to recognise the place where the company can create the demand (Pride and Ferrell 2016). It is
the best way to analyse which kind of marketing strategies would be fit for that defined location,
the market standards, pricing benchmarks, nature of the buyers, finally insights about applying
the segmentation targeting and positioning theory.
Identifying target audience
Finding out the target audience in the whole region is like finding out the base for the
profit areas. The target audience is that selected part or group of customers who have the similar
needs and demands (Bang, Joshi and Singh 2016). They can also be called as the homogenous
group of customers having demand for the same product or service. In this case, the kind of food

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the Findus Group is expertise in it can search customers of similar demand, more or less
differentiation would be there of course that would be taken care of by the company as
customised service. The benefit for the food industry is that they can change their core service
quality whenever they want as per the customers’ demand which do not involve must shifts in
cost and do not harm the company policies. The food industry is the one which totally relies on
the customer satisfaction levels so such companies make sure that the service should always be
either favourable or customised according to the demand (Bang, Joshi and Singh 2016). Thus, it
is understood that how important is the identification of target audience for the Findus group to
enter in the Mexican market.
Selecting the Right Marketing team
The right marketing team is needed for an organisation to carry out the right task in order
to meet the objectives. The dynamics of marketing is not only limited to the desk research but
also the field research and development (Sinha and Sheth 2018). The right set of people
appointed for the task of marketing can contribute to the maximum extent to make the objective
successful. The decision needs to be taken during the implementation of tasks is depended on the
marketers. The effective strategies can only be planned by those people who are expertise in the
related domain and the effective results can be expected.
Strong networking
The core function of marketing is the networking channels (Ottman 2017). The effective
strategy is to implement strong networking which actually works for the business. The advantage
of a strong network is that the ways to success get opened up automatically. People come across
many such useful contacts who actually contributes to the strategies and gradually becomes the
foundation of a good marketing. Building rapport with people around is another aspect of

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networking which greatly helps in developing marketing of a particular product or service
(Ghauri et al. 2016). In case of service industries the networking plays an important role as the
process constantly shares information through which the marketer gets clues for the business and
many new ideas revealed that helps in business expansion.
Effective Branding
The proper branding creates the image of the service among the customers’ mind. The
brand needs to be identified first only then a company can expect some profit generations.
Branding is an effective tool of marketing which create an impression on the customer and if the
branding strategy goes right fir the service like food industry then customers belief system would
stick to the brand and possibilities are there of transforming them intro brand loyal customers
(Pappas 2016). Branding is relatively a tough task in the field compared to other marketing
strategies as based on this all further activities would be carried over.
The advantages of the above discussed strategies would be the confirm response from the
customers or even the little attention they would pay for the service after considering the efforts
(Alon et al. 2016). Especially the efforts made for the branding and advertisements if goes
effective then it results in the positive reaction of the customers, and increases the foot falls in
the stores. The disadvantages of these marketing strategies are that the market is preoccupied
with brands of similar service offering and every one of them claims of the best quality (Crane
and Matten 2016). It gives an elastic effect of thought to the consumers and brings in a confused
state of mind where to seek the best from. Lot of networking also become the disadvantage for
the marketer as the contacts and information tends to clutter and gets into puzzled consequences
ultimately resulting in nothing.

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MARKETING STRATEGIES FOR EXPANSION IN MEXICO
Ethical issues
The ethical issues that the company faced are the corruption in Mexico. It is highly
disturbed place with many disintegrations and regional conflicts (Alon et al. 2016.). This is the
disadvantage for the company as they may lack the expected attention from the customers.
Political disturbances and communal fights are very normal issues in Mexico and people do not
pay much heed to other emerging companies there. These are the major challenges that the
marketers of the Findus Group has to face. Also regarding the issue of the religion in case of the
food items are not acceptable by the Mexicans. To overcome this issue, the company has to
provide customized services. If the company uses beef as their primary product to run the
organization and if it creates problem in certain locations then it is better for that company to
avoid that raw material if it wants to run business there (Murphy, Laczniak and Harris 2016).
The organization should match the culture of the place where it runs its business. The demand of
the ingredients in the food that the customer wants the company should be capable in delivering
that. These are the few ways to overcome these issues. Apart from the issue of ingredients and
edibles, to meet the issue of the political and communal fights the company should implement
such measures that have emotional attachment that must touch their sentiments. The company
can go for implementing emotional advertisements that exaggerates the emotional quotients ad
manipulates emotional intelligence and thus acts as the pull strategy for the customers. The
emotional advertisements are often successful as they deals with the real life situations that turns
on the feeling of people. Generally the food industries use this as a weapon to attract customers
and bring in to the stores (Murphy, Laczniak and Harris 2016). This is one of the best idea to
associate customers’ feelings with the food because most of the people are concern for the good
quality eatables. The customers these days prefer foods which are healthy and tasty. Rather than

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cheesy and greasy foods they go for some healthy options so this can be the way to overcome
such issues and make the business strategy lucrative for the people to captivate the market. Once
the company can satisfy the customers’ demand they can also get government and political
approval as well.
Cross-Cultural Marketing Recommendations
Strategic marketing would not be completed without discussing the cross-cultural
marketing strategies (Raab, Goddard and Unger 2016). This concept emerges out of
globalization which deals with the segregation of the market based on variations in ethnicities to
develop further marketing strategies. Few recommendations after investigating the Mexican
market are,
 To understand the diverse culture and issues
 To deal with lingual barriers
 Robust market research
 Start identifying niche markets
 Observe initial applications and benefits
 Consider the values and principles

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MARKETING STRATEGIES FOR EXPANSION IN MEXICO
References
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conceptual framework. Journal of Strategic Marketing, 24(2), pp.104-117.
Boscagli, M., 2019. Competitive strategy analysis in the food system. CRC Press.
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
Ghauri, P., Wang, F., Elg, U. and Rosendo-Ríos, V., 2016. Market driving strategies: Beyond
localization. Journal of Business Research, 69(12), pp.5682-5693.
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