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Regan Nelson! Section 10! G40696771!

Grupo Bimbo Case Study

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Regan Nelson! Section 10! G40696771! Grupo Bimbo!

The Servitje family was already in the bread business before the founding of Grupo

Bimbo. Daniel Servitje’s grandfather Juan invented Mexico’s first machine for mass-producing bolillo breads in 1918. Grupo Bimbo, originally called Panificacion Bimbo, was officially established in 1945 by a group of siblings and close friends. In the company’s beginning, one of the younger members of the family decided to draw a bear by placing a hat and a bread maker’s apron on it and a large bread loaf under his arm. This bear, now known as the Bimbo Bear, immediately became the mascot for the company partly due to its childlike appeal and soft appearance- which were fitting qualities associated with bread. In the first Mexico City plant, Grupo Bimbo was already able to distinguish themselves from their competitors by wrapping their bread and toasted products in cellophane- instead of the usual wax paper. This allowed for customers to clearly see the product’s freshness and quality. Since its conception, the Mexicanbased company has come a long way. By 2007, Grupo Bimbo had become one of the world’s largest bread and sweet-goods makers. In 2007, Daniel Servitje, CEO of Mexico-based Grupo Bimbo, wondered how far he could take his business/dream into making his company a world leader in the baking industry. There were have to be many strategic changes needed to become highly profitable in the world’s largest bread market. In order for this to succeed, they created the Vision 2010. By bringing in the United States and China, Grupo Bimbo would become the world leader in the baking history.

Today, Grupo Bimbo faces many challenges, as well as, opportunities that can help them grow. Some of those challenges