In Latin America, expansion to other countries is a factor that still causes many fears to businessmen and entrepreneurs. With this in mind, we have prepared this post to show you examples of the internationalization of Hispanic companies and digital strategies to achieve it effectively. Jesus Cardenas Jun 12, 20 | 13 min read discover which Hispanic companies have been successful in their internationalization processes This fear can be attributed to many elements, for example, the little savings capacity that organizations have and the lack of maneuver in turbulent scenarios such as economic recessions, inflation, among others. However, factors such as Digital Marketing and ecommerce have made low-cost options available so that any organization wanting to expand can do so without having to invest large amounts of resources and time. Next, we will list 8 successful cases of internationalization of Hispanic companies from various countries in the region, so you can get a glimpse of what you can achieve despite all the obstacles.
Good reading! 8 successful cases of the internationalization of Hispanic companies In this list, we will separate the cases by country, taking into account for this point 4 nations: Mexico, Colombia, Peru and Argentina. Internationalization of Mexican companies The Mexican brands that we will use as an example in this post are two of the most successful internationally: Bimbo and Corona. 1. Bimbo Perhaps it is one of the best known brands in the entire Spanish-speaking world and even in the world. With a presence in Asia, Europe and America and more than 129 thousand employees, it was consolidated in 2011 as one of the most successful examples of the internationalization of Hispanic companies with global sales of more than US $ 10 billion. One of their reasons for success has been the diversity of options they have in their product portfolio , with more than 100 variants around the world and different brands, such as Marinela and Ricolino, among others. The interesting thing is that in order to enter markets whose native language is not Spanish, Bimbo has partnered with brands already known in these countries, in a fairly successful multi-brand strategy .
This is the case of Brazil, in which it appears on the packages with the name of Pullman (a recognized brand of original breads from that country) but with the Bimbo logo, since it is the company that owns this sub-brand. 2. Crown Grupo Modelo, a subsidiary of the multinational of Belgian origin AB Inbev, has been able to expand the brand of its Corona beer throughout the world. Under its motto “in Mexico and the world, beer is Corona”, it has been able to position its drink in more than 170 countries, in addition to having a presence in Hollywood blockbusters such as “Fast and Furious.” Its great leap to the international market was in 1979, when the company decided to introduce it to the US market, which quickly catapulted it to new horizons. Back then, its completely transparent packaging and white label with gold were already its hallmarks, in addition to its unique taste, of course. For several years the brand has also stood out for its advertising actions in media such as TV and also on the Internet, in which it captivates the audience by simulating the experience that beer offers them, with very striking visual elements.
Internationalization of Colombian brands The Colombian brands have experienced an unprecedented upswing thanks in part to business and economic openness that the country has experienced in recent decades. The strategic thinking and digital transformation have also been largely responsible for this. Among the most important brands are: 3. Totto With more than 600 stores in 57 countries around the world, this international Colombian company has based its success on something fundamental: the power of adaptation . In the 80s, the company was able to read in its consumers that they were willing to change their consumption habits , which allowed them to rethink their business model. From this, they decided to replace leather with more versatile elements such as canvas. After a year, the results showed that they were correct, and thus they were given the opportunity to diversify their product catalog and compete on prices with other brands.
Today they are an example of e-commerce success , with responsive websites and a lot of monitoring of Digital Marketing metrics. 4. Velez Leather This company, on the other hand, decided to continue betting on the traditional with leather. But, without forgetting essential factors such as the breadth of the catalog and incorporating canvas or fabric products. In any shopping center in Colombia you will find a Cueros Vélez stand. Likewise, its objectives have been rethought to meet the interests and tastes of people between 28 and 35 years old, with a powerful website and well-directed digital strategies . Currently, this company has a mailing list of more than 600 thousand loyal people, with a lot of engagement. In addition, it implements SEO very efficiently and maintains a presence on social networks such as Instagram and Facebook.