Doing Business in Colombia, comparison between Bavaria S.A. and Quala S.A.

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Quala has not only been able to compete head on with the multinationals, but already reached to get into the group of large national companies. It is third in the ranking of Magazine "Dinero", in the segment of canned food, snacks and condiments. Only outgrow Nestle and Disa. Last year its sales increased to 147,787 million pesos, representing an increase of 43.9 percent over 2001.

In the other hand, Bavaria`s strategies are: Women scantily clad, messages focused on values ​​and campaigns to avoid drinking beverages underage.

All this is part of the new strategy that seeks to conquer the Bavaria brewery to its consumers in the country.

The change in the way we communicate and do your marketing began several years ago, but perhaps the clearest perception consumers have of the brand Aguila, who have witnessed the greatest circumspection of the famous 'Chicas Aguila'.

Since the merger with SABMiller, Bavaria has had "a number of positive changes" in the subject of marketing, which is now focused on corporate social responsibility, said Fernando Jaramillo, vice president of corporate affairs Bavaria. And not only has to do with the subject of 'Chicas Aguila'. In the search for better communication with consumers, to get directly to the elderly, the company decided to change the sponsorship of teams that integrate minors, such as the U-17 football team, with Greener Products. The Sub17 was sponsored by Aguila and now does Pony Malta.

Another indicator that reflects the power of this Colombian company and its brands recently measured as the study center FEDESARROLLO.

According to this research, tax Bavaria economy produced 3.4 percent of the total collected (1.8 billion pesos). In addition, 75 percent of those generated in the beverage sector, 28 percent in industry and 24 percent of those originating in the entire economy.

Now day, organizations must modify their local strategies and display to a global perspective, adapting their products or services to the demands of today's world and adopting an attitude of flexibility to changes ahead, to minimize costs and maximize benefits that can be obtained from the change.

Currently companies face a considerable challenge in adopting new concepts of both international and global strategies, all in order to survive the marketing battle, records worldwide. The correct answer would be that companies learn to penetrate foreign markets and raise their competitiveness because the more companies are late to internationalize, the greater the risk of being left out of the growing markets so that marketing currently has an importance vital for the survival and development of enterprises.

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