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San Telmo Research is the San Telmo Business School’s teaching resources website. Its objective is to provide the academic world with knowledge and access to our teaching resources and promote its use by other professors and business schools.

We have significant case studies and teaching notes at your disposal in Spanish and English, including all types of Spanish and international leading companies.

Grupo Bimbo: The world's largest baking company and the challenge of the iberian market

Miguel Ángel Llano Irusta
In 2013, Grupo Bimbo, variable Stock Corporation, was the world’s largest baking company. Its global turnover in 2013 exceeded MXN 176,040 million, some USD 14 billion. It had a portfolio of over 10.000 products, distributed across 100 renowned umbrella brands, and it was present in 22 countries. Its robust distribution network covered over 52,000 routes and comprised more than 2.4 million points of sale. It operated 167 production plants and employed 129.000 collaborators. Since 1980 it was listed on the Mexican Stock Market (BMV) under the ticker symbol BIMBO, and since 2011 it was included in the Sustainable Index of the aforementioned financial institution. One of Daniel Servitje’s main challenges in Spain and Portugal was to offset the predominance of private labels, which had a combined market share of 65%, and make the Bimbo Iberia operation profitable.


Strategy Internationalization Baking Leadership


Production, Technology and Operations Management










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