Mabe

Mabe:

Learning to be a Multinational

Submitted to Prof. Alain Londes

Submitted by:

Amanjot Singh

Shivam Shivam

Harjot Singh

Jijo Francis

Navtej Singh Sran

INDEX

I. Introduction…..………………………………………… 2

II. Company Profile………..…………………………….. 3

III. SWOT Analysis……..………………………………….. 4

IV. PEST Analysis……….………….………………………. 7

V. Q&As………..……………………..………………………. 9

VI. Summary…………………………………………………. 12

VII. Bibliography…………………………………………….. 13

I. Introduction

The case study is regarding a Mexican based company named Mabe which grew fast after selling more than half of its share to another MNC during the 1990s. The company was able to dominate the local Mexican markets and quickly spread to different Latin American Countries. By the year 2008, Mabe Company formed a joint venture with a Spanish Company in order to have an advantage in the Russian Market, but unfortunately It was a failure. In this case study we will discuss all about the Company and its marketing analysis. We will also discussing about the major issues and factors related to the company in the Q&A section. (Ivey)

II. Company Profile

Mabe or Controladora Mabe is a well known private Mexican equipment manufacturer in Mexico. It is the leading brand and exporter of home appliances in Mexico. It was founded by Mabardi and Berrondo families in the year 1946. Its headquarters is located in Mexico City, Mexico. It formed a joint venture with the General Electric (GE) Company in the year 1987. Its total yearly revenue is more than $4 billion and it has got more than 21,000 employees. Its major products are refrigerators, cooking stoves, laundry machines and other complementary kitchen products. It has got about 70 percent of the total market share for the home appliances. Its main competitors are Whirlpool Corporation, LG Electronics Inc. and Electrolux Home Products. Mabe is a company which manufactures its products on the basis of latest...