Analysis of Two Competing Brands In Mexico

Running head: ANALYSIS OF TWO COMPETING BRANDS IN MEXICO
ANALYSIS OF TWO COMPETING BRANDS IN MEXICO
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ANALYSIS OF TWO COMPETING BRANDS IN MEXICO1
Brief description of the brand portfolios of two organizations
Costco Wholesale Corporation that operates as Costco is a international corporation of
American origin that controls a chain of warehouse clubs that are based on the memberships of
customers. Costco has become the second biggest retailer in the world with respect to the
products that are provoded by the organization including organic foods, rotisserie chicken and
prime beef as well. The brand portfolio of Costco Wholesale Corporation include different
organizations that are a part of its operations. The companies operating under the parent
organization include Kirkland Signature, E-commerce, ancillary businesses, co-branded credit
cards (Costco.com 2020).
Sam’s West Inc. or Sam’s Club is an American chain of the retail warehouse based club
that operates on a membership basis. The organization is mainly operated by Walmart Inc. that
was established in the year 1983 and has been named under the founder Sam Walton. Sam’s
Club has gained second position in the industry with respect to the sales volumes that have been
gained by warehouse clubs. The Private brands that are offered by Sam’s Club to the consumers
are considered to be an important part of the brand portfolio of the organization. The products of
Sam’s Club have been branded under different sections that include Artisan Fresh, Simply Right,
baked goods brand, Daily Chef and pet care products (Samsclub.com 2020).
Outlining and explaining the approaches implemented to brand architecture
The brand architecture of Costco Wholesale Corporation is based on offering different
products that are able to satisfy the needs and demands of the consumers. Groceries and different
packaged food items that are provided as a part of the brand portfolio. The traditional
segmentation approach of brand architecture has been implemented by the organization in order