DESEMPEÑO ESTRATÉGICO DE EMPRESAS LÍDERES EN MÉXICO, UN MODELO PARA LA INDUSTRIA DE ALIMENTOS Y BEBIDAS

Abstract

The purpose of this research consisted on explaining the interrelationship that exists between growth and performance of organizations, this last one not only at a strategic level but also through its different component dimensions, emphasizing on the one oriented to the market, within the context of the large leading organizations on the food and beverages industry established in Mexico, and particularly, in the products belonging to the category of bottled water for personal consumption commercialized in the country. This research is made of three stages: in the first one, it’s analyzed the link between the growth and performance rates achieved from 2001 to 2008, by the leading companies belonging to the food and beverages industry in Mexico, which was selected due to its relevance for the national economy.In the second one, it’s deeply explored the strategic performance, considering the impact caused by the financial, operational, learning and marketdimensionson its general result, according to the balanced scorecard model, for the above group of companies.Finally, the third phase is focused on the latter dimension, the one relative to the market, studying the effect of the marketing mix elements, that is, product, price, place and promotion, over the market performance in a particular kind of goods, the bottled water for personal consumption brands commercialized in 2008 along the country, category selected on basis of the importance of its high growth potential in the consume trends over the foods and beverages industry in Mexico, as well as worldwide. Throughout the study, significant linkages were found amongst: (a) growth and performance of organizations, (b) this last one and its constituent dimensions, and (c) the marketing mix elements that influence the product’s market performance, all of which where integrated in statistical models that explain their several interrelationships. The research’s findings are expected to support the companies’ decision making process on the formulation and implementation of strategies that promote their growth and performanceoptimization, primarily through the market dimension, increasing therefore their competitiveness level.