2970_AboutUs.jpgAbout Us
  • BMV:CULTIBA
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Corporate Strategy

Through our subsidiaries, we aim to drive profitable volume growth and expand EBITDA margins, focusing on the attractive Mexican Market.

 

Driving the course of our Company we have 4 strategic imperatives:

STRATEGIC IMPERATIVES

1. Strong Portfolio Development in our Beverages Division

    • Streamline selection of brands with strong national reach
    • Full offering of non-alcoholic beverage categories to provide flexibility amidst changing consumer dynamics
    • Price-packaging architecture that balances Company profitability and consumer affordability
    • Strong presence in water segment: jug & bottled; enhancing growth and reinforcing portfolio

ENABLERS

    • Focused marketing spend
    • Investment commitment through joint-ventures
    • Multi-franchise approach
    • Innovation in categories, formulation, and packaging

STRATEGIC IMPERATIVES

2. Optimized Operations

    • Strong purchasing power to enhance cost structure
    • Vertical integration
    • Reorganized supply chain network
    • Efficient distribution and manufacturing footprint
    • Lean operations and management

ENABLERS

    • Large, nationwide scale
    • Sugar, energy, and plastic operations
    • Redundancy reduction
    • Low-cost and specialized go-to-market
    • Zero-based budgeting
    • Integrated IT

STRATEGIC IMPERATIVES

3. Nationwide Beverages Distribution

    • New territories to deploy portfolio offering
    • Strong presence in traditional channel and modern trade
    • Direct-to-Home distribution at the core of our DNA
    • Increased cold product penetration through channels and consumption occasions

ENABLERS

    • Development of retail routes and clients (traditional and modern trade)
    • Continued growth of direct-to-home routes
    • Coolers and in-store marketing support
    • Financial health to support capital investments

STRATEGIC IMPERATIVES

4. Human Capital Transformation

    • Strong culture driven by common goals
    • Unified strategic view throughout the company
    • Commitment to execution and competitive drive

ENABLERS

    • Shared work ethics and incentives from top management to point-of-sale execution
    • Consistent training at all levels from strategy development to implementation
    • Thousands of collaborators under a unified vision