GRUPO MODELO: ANALYSIS BASED ON THE INDUSTRY OF THE GIANT BEER COMPANY

José G.  Vargas-Hernández; Lic. Claudia  Azucena Jiménez Solís

José G. Vargas-Hernández Research professor, Department of Administration University center for Economic and Managerial sciences Guadalajara Periférico Norte 799 Edif G201-7 Núcleo Universitario los Belenes Zapopan, Jalisco, 45100, México Tel. +52 33 37703340 Ext. 25685
Lic. Claudia Azucena Jiménez Solís Maestría en Negocios y Estudios Económicos Centro Universitario de Ciencias Económico-Administrativas. Universidad de Guadalajara claudiajimenezsolis@gmail.com 0000-0003-0381-2373

Keywords: ndustry, competitive advantage, strategy, market

Abstract

The objective of this research is to determine from the point of view of strategic management the causes that Grupo Modelo is losing part of its market share in Mexico. In this sense, the question that triggered the writing of this article was: What are the causes of Grupo Modelo is losing part of its market share in Mexico? The hypothesis is that the strategies implemented by Grupo Modelo are not adequate for the industry in which it operates. These guidelines set the tone for the study to be conducted using the analytical method; so combining the elements of that instrument and the framework of Porter's Five Forces, the results that were obtained pointed out that the main cause of Grupo Modelo's loss of market to its main competitor, Heineken, is its advertising strategy.