2023-11-02 22:40:00
What to highlight. The Guatemalan Grupo Mariposa explores new markets. The “new era” of expansion has the vision of taking Latin America to the world. Especially, to American society.
The Group also intends to transform existing commercial networks. The complexity of markets and the need to develop strong customer relationships require the use of technology as a key enabler. In collaboration with 2 million neighborhood stores in the region, the company works to develop accessible innovation for the base of the pyramid and turn them into embedded centers of commerce. Stores are a major player in the disruption taking place in traditional commerce…they have a lot of potential in terms of credit, becoming integrated ‘hubs’ and developing the whole area.
Semblance. The company regrets the unexpected death of the president of its board of directors, Luis Miguel Castillo. The death of the renowned businessman and exemplary leader occurred on October 25. Castillo had joined the Group in 1995 and throughout his career of more than 25 years he held managerial and executive positions. He was also a director of the Guatemalan Chamber of Industry. Recently, he was honored with the title of “BRAVO Visionary Business Leader of the Year 2023” by the Council of the Americas.
The essential. The good performance of the group is based on a successful diversification strategy in three key areas: cbc, Beliv and Bia. The main cbc division focuses on the production and distribution of soft drinks, with a focus on the Pepsi brand.
Beliv is dedicated to the production of healthy and nutritious drinks. Includes brands such as Petit. It reflects the goal of offering healthier beverage options to its customers.
Bia is the critical unit for expansion into the US and beyond. When the Bia project began, 15 companies were purchased over a period of four years.
Bia is in charge of bringing the Latin flavor internationally in segments such as coffee, culinary and snacks. With brands such as Best (Guatemala), San Marcos (Mexico) and La Universal (Ecuador), the Mariposa Group has managed to position itself in these markets.
Why it matters. The company is growing steadily and has expanded to 21 countries. Currently, its number of employees exceeds 15,000 and it serves more than 1.2 million direct clients.
Despite initially having plans to expand in Brazil, the 2019 acquisition of the Mexican company Empacadora San Marcos changed the direction towards the US.
Today, this company’s sales to the US market represent almost half of its operations.
Over the next five years, Grupo Mariposa will continue to develop its presence in the US Hispanic market.
historical fisgón. It was founded as a manufacturer of artisanal beverages in 1885. The Group’s big leap occurred in 1942 when it became the official bottler of Pepsi in Guatemala. And the oldest outside the US.
The 1980s and 1990s represent a fundamental part of success since they were approached with an entrepreneurial and transformative mentality.
Over the last few years, more than 40 company integrations have been carried out. Technology and knowledge have been developed.
The notable and relevant food and beverage conglomerate stands out for its commitment to sustainability and the eradication of multidimensional poverty.
How does it work? Juan Pablo Mata, CEO of the Mariposa Group, has stressed the importance of this new phase that he calls the “second half.” The company is at a crucial moment in its evolution and is focused on leveraging its legacy to achieve new goals.
Horizons have expanded through Apex Capital, a private equity firm that invests in the consumer industry in Latin America and the Hispanic market in the US. It is this addition that has further boosted its presence in that area.
Apex means “Passionately accelerating the path to excellence.” It is a corporate unit focused on helping business areas maximize their value.
This strategy and the application of the Apex business acceleration model has become an essential ally in the integration process of new companies.
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