HEB MARKETING PLAN

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The purpose of this project is to simulate the decisions that you might be asked to make in a multinational or global corporation. Considering the duration of the course, the scope of this assignment is limited to marketing strategies. The assignment is intended to give you first-hand experience in identifying and addressing problems that are endemic to international marketing.
HEB Grocery Company, a privately held supermarket chain based in San
Antonio Texas has several stores in USA and Northern Mexico. After achieving moderate success in Northern Mexico, HEB plans a
nationwide expansion in the country, i.e., across all major cities in
Mexico, starting with Mexico City.

HEB MARKETING PLAN

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You are hired as an international marketing consultant for HEB. Start
with list of potential cities in
Mexico where HEB can expand. Then provide a detailed overview of the
economic environment,
dominant cultural environment (including any differences from the
culture in Northern Mexico), target
segment, and competition. Finally, you need to focus on Marketing
Strategy (Chapters 10 and 11).
Specifically, you need to answer:

HEB MARKETING PLAN

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1) HEB should focus on the expansion of which brand (i.e., HEB store,
HEB plus, Central Market, Mi
Tienda, Joe V’s Smart Shop)?
2) What will the product line consist of, and how will it differ from
that in the home market? Why?
3) What will be the average retail space? Will it be different as
compared to the US? Why?
4) What will be your branding policy? Explain?
This assignment should be about 2-3 pages (double spaced in font 12 with
normal margins) exclusive of
the references section. Write in full sentences (essay format). A list
of sources (fully identified) should be
compiled at the end of the report.
Be sure you don’t just list information available on the internet, but
that you explain its significance to
HEB. Remember you are acting as a consultant: you need to provide your
own argument based on the facts.