Capítulo 3. Development of the Mexican-Brand-Image in Germany- Perceptions and misconceptions of the German people about Mexico and Mexican products - Departamento de Administración de Negocios Internacionales.Report as inadecuate




Capítulo 3. Development of the Mexican-Brand-Image in Germany- Perceptions and misconceptions of the German people about Mexico and Mexican products - Departamento de Administración de Negocios Internacionales. - Download this document for free, or read online. Document in PDF available to download.

Capítulo 3. Development of the Mexican-Brand-Image in Germany- Perceptions and misconceptions of the German people about Mexico and Mexican products - Departamento de Administración de Negocios Internacionales. - Licenciatura en Administración de Negocios Internacionales. - Escuela de Negocios y Economía - Universidad de las Américas Puebla.

Author: Abrego Raigadas, Virgilio

Source: http://catarina.udlap.mx/


Teaser



Development of the Mexican brand-image in Germany. Development of the MexicanBrand-Image in Germany 40 41 The relationship between Mexico and Germany started many years ago when the Germans arrived in Mexico.
The commercial links between both countries became stronger over the years through signing commercial and navigation agreements.
Because of the Second World War the relationship between the two countries broke up in1941 until 1952 when the Mexico and Germany began to rebuild their relationship.
In the last decade Germany has been a very strong commercial partner for Mexico.
In 2009 Germany was the first commercial partner in the European Union for Mexico.
Also this year Mexico was the second most important partner in Latin America after Brazil (Mexican Embassy in Germany 2011). Mexican brands and-or products The biggest Mexican brand in Germany is CEMEX.
In the beginning the company was called Readymix but in 2005 the company was taken over by CEMEX in Mexico. (CEMEX 2011).
Other Mexican brands that can be found around Germany are Corona Extra beer and Tequila Jose Cuervo.
Radeberger Gruppe KG distributes Corona in Germany and Diageo GmbH distributes Jose Cuervo. In a few German cities there are small Mexican shops that sell Mexicans products.
Also there are companies specialized in Mexican products like MEX-AL (www.mex-al.de) in Achen and La Tortilla (www.latortilla.de) in Unterschleißheim.
These companies sell and distribute Mexican food, and other Mexican products especially through onlineshopping.
The brands of food that they distribute are: • Beans – La Sierra, San Marcos • Chili peppers – La Morena, LOL TUN, San Miguel, Faro • Sauces – San Marcos, La Morena, Valentina, La Costeña, LOL TUN • Tequila – Don Julio, Corralejo, Jimador They sell typical food-products like beans, chili and more with a private label.
Other Mexican products that they have are piñatas, sombreros “molcajetes”, and so on. 42 Non-Mexican brands...






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