Coca-Cola FEMSA, S.A.B. de C.V. (KOF): Análisis de la Matriz ANSOFF [Actualizado en Ene-2025]

En el mundo dinámico de la estrategia de bebidas, Coca-Cola FEMSA emerge como una potencia estratégica, navegando meticulosamente el complejo panorama de la expansión e innovación del mercado. Al aprovechar la matriz de Ansoff integral, la compañía presenta una hoja de ruta audaz que trasciende los paradigmas de crecimiento tradicionales, apuntando no solo a las oportunidades de mercado, sino a las oportunidades transformadoras en América Latina y más allá. Desde mercados centrales penetrantes hasta explorar estrategias de diversificación audaz, Coca-Cola FEMSA demuestra un enfoque sofisticado para la evolución empresarial sostenible que promete redefinir el panorama competitivo de la industria de bebidas.

Coca-Cola Femsa, S.A.B. de C.V. (KOF) - Matriz Ansoff: Penetración del mercado

Aumentar el gasto de marketing en los mercados latinoamericanos centrales

En 2022, Coca-Cola FEMSA invirtió $ 1.2 mil millones en gastos de marketing y ventas en los mercados latinoamericanos. México representó el 43% del gasto total de marketing, y Brasil representa el 28% y Argentina para el 15%.

Expandir la red de distribución

Coca-Cola FEMSA opera en 10 países con 49 instalaciones de producción. La expansión de la red de distribución en 2022 agregó 127,000 nuevos puntos minoristas en América Latina.

• México: 62,000 nuevos puntos minoristas
• Brasil: 38,000 nuevos puntos minoristas
• Argentina: 27,000 nuevos puntos minoristas

Implementar campañas promocionales dirigidas

En 2022, las campañas promocionales generaron $ 425 millones en ingresos incrementales. El compromiso de la campaña digital aumentó en un 37% en comparación con 2021.

Optimizar las estrategias de precios

El precio promedio por unidad aumentó en un 8,7% en 2022, manteniendo un margen bruto de 54,3% en los mercados latinoamericanos.

Mejorar los esfuerzos de marketing digital

El gasto en marketing digital alcanzó los $ 156 millones en 2022, lo que representa el 13% del presupuesto total de marketing. El compromiso de las redes sociales aumentó en un 42% entre los consumidores de entre 18 y 35 años.

Coca-Cola Femsa, S.A.B. de C.V. (KOF) - Ansoff Matrix: Desarrollo del mercado

Expansión en regiones geográficas latinoamericanas

Coca-Cola Femsa opera en 10 países de América Latina, incluidos México, Brasil, Colombia, Argentina y Guatemala. A partir de 2022, la compañía atendió a 374 millones de consumidores en estos mercados.

Mercados emergentes con consumo de bebidas en crecimiento

En 2022, Coca-Cola FEMSA identificó los mercados emergentes clave con crecimiento del consumo de bebidas:

• Brasil: 7.2% Aumento de consumo de bebidas anuales
• Colombia: 5.8% de crecimiento anual de consumo de bebidas
• Argentina: 4.5% de expansión anual de consumo de bebidas

Asociaciones estratégicas con distribuidores locales

Coca-Cola FEMSA invirtió $ 325 millones en infraestructura de distribución local en 2022, estableciendo asociaciones con 85,000 minoristas locales en América Latina.

Adaptación del producto para preferencias regionales

La compañía desarrolló 17 variantes de bebidas específicas de la región en 2022, dirigida a las preferencias de gusto locales:

Estrategia de entrada al mercado de reconocimiento de marca

En 2022, Coca-Cola Femsa aprovechó el reconocimiento de la marca para lograr:

• $ 8.4 mil millones de ingresos totales
• 2,3 mil millones de casos de unidad vendidos
• Liderazgo del mercado en 9 de cada 10 países operativos

Coca-Cola Femsa, S.A.B. de C.V. (KOF) - Matriz Ansoff: Desarrollo de productos

Alternativas de bebidas de bajo nivel y cero calorías

En 2022, Coca-Cola FEMSA informó que el 31.7% de su cartera consistió en bebidas bajas o cero de azúcar. La compañía invirtió $ 42.3 millones en reformulación de productos para reducir el contenido de azúcar.

Bebidas funcionales para consumidores conscientes de la salud

Coca-Cola FEMSA lanzó 7 nuevas líneas de bebidas funcionales en 2022, generando $ 156 millones en ingresos.

• Productos de agua mejorados por vitaminas
• Bebidas de reemplazo de electrolitos
• Líneas de bebidas probióticas

Diversificación de línea de bebidas no carbonatadas

Las bebidas no carbonadas representaron el 38.2% de la cartera de bebidas totales de Coca-Cola FEMSA en 2022, con $ 1.2 mil millones en ventas.

Innovaciones de envases sostenibles

Coca-Cola FEMSA comprometió $ 67.5 millones a soluciones de empaque sostenibles en 2022, logrando el 35% de contenido de plástico reciclado en el empaque.

Variantes de sabor de edición limitada

La compañía lanzó 12 sabores de edición limitada en 2022, generando $ 94.6 millones en ingresos incrementales con un ciclo de vida promedio del producto de 3-4 meses.

Coca-Cola Femsa, S.A.B. de C.V. (KOF) - Matriz Ansoff: Diversificación

Invierte en categorías de productos sin beverage

Coca-Cola FEMSA reportó 2022 ingresos netos de 233,239 millones de pesos mexicanos. La estrategia de diversificación de la compañía incluye expandirse a segmentos de no volumen.

Explorar posibles adquisiciones

En 2022, Coca-Cola FEMSA completó adquisiciones por un total de $ 425 millones en los sectores de bebidas complementarias.

• Completadas 3 adquisiciones estratégicas
• Mercados dirigidos: América Latina
• Enfoque de inversión: categorías de bebidas emergentes

Desarrollar asociaciones de tecnología estratégica

Las inversiones de asociación tecnológica alcanzaron los $ 78 millones en 2022, centrándose en la expansión de la plataforma digital.

Crear oportunidades de integración vertical

Las inversiones de integración vertical de la cadena de suministro totalizaron $ 156 millones en 2022.

• Adquirió 2 instalaciones de producción
• Costos reducidos de la cadena de suministro en un 6.2%
• Mayor eficiencia de producción en un 8,7%

Invierte en flujos de ingresos alternativos

Las inversiones de plataforma directa al consumidor alcanzaron $ 64 millones en 2022.

Coca-Cola FEMSA, S.A.B. de C.V. (KOF) - Ansoff Matrix: Market Penetration

You're looking at how Coca-Cola FEMSA, S.A.B. de C.V. is digging deeper into its existing markets-that's market penetration. It's about selling more of what you already have to the customers you already serve. The numbers coming out of the third quarter of 2025 show this focus is paying off in certain areas, even with softer macro environments in some territories.

The digital push is a major driver here. You need to know that now, more than 60% of the total client base are digital monthly active buyers as of the third quarter of 2025. This penetration allows for more precise selling. For instance, you can target these digitally engaged clients with tailored promotions, which is a key part of the strategy to drive frequency and volume.

The Juntos+ B2B platform is central to this. As of early 2025, this platform had already reached over 1.3 million active users across Latin America. The goal is to keep leveraging this base. To be fair, the adoption is translating into tangible order volume, with over 34% of orders on the platform now being digital. This shift is critical for efficiency in the existing customer base.

Revenue management strategies are also key to maximizing value from current sales channels. While consolidated currency-neutral revenue growth for the third quarter of 2025 was 4.7%, the South America division showed what these strategies can deliver, posting a currency-neutral revenue increase of 12.5% in the same period, driven by those revenue management initiatives. This shows the playbook is working where the macro environment is more resilient.

The physical execution remains important, too. You're seeing efforts to increase cold-drink equipment density in high-traffic Mexican corridors to capture more away-from-home share. Also, in Brazil, the focus is on scaling up returnable and multi-serve packaging to defend affordability in value channels, which is showing initial positive results in reversing volume declines in that segment across the territories.

Here's a quick look at some of the key performance indicators tied to this penetration strategy:

The tactical execution involves specific channel and product focus areas:

• Leveraging the Juntos+ platform to boost digital sales.
• Targeting the over 60% of clients who are digital monthly active buyers.
• Driving volume through revenue management strategies.
• Increasing cold-drink equipment density in key Mexican corridors.
• Scaling returnable and multi-serve packaging in Brazil.

Finance: Re-run the sensitivity analysis on the 12.5% South America RGM uplift against the expected impact of the Mexican excise tax increase for the 2026 budget by Wednesday.

Coca-Cola FEMSA, S.A.B. de C.V. (KOF) - Ansoff Matrix: Market Development

Coca-Cola FEMSA, S.A.B. de C.V. (KOF) is executing a clear Market Development strategy by focusing capital expenditure on expanding production and distribution capabilities across key Latin American territories to capture untapped or underserved segments.

The plan targets an expansion of the distribution footprint specifically in Central America and Colombia, aiming for targeted rural coverage gains of 2-3% points by 2026. This focus on deeper penetration in existing new markets is supported by recent performance; for instance, in Colombia in 2023, the customer base grew by 17,000 customers, representing a 4% increase over the previous year, reaching a total of 480,000 clients.

A significant component of this regional expansion involves utilizing the US$45 million investment to expand the Calle Blancos plant in Costa Rica. This upgrade, scheduled for completion with a new phase opening in September 2025, is explicitly intended to strengthen exports to new regional markets, including Nicaragua and Panama.

The company is also reinforcing its South American presence through a major facility upgrade. Coca-Cola FEMSA is completing the BRL 600 million (approximately $110 million) plant expansion at the Mogi das Cruzes facility in São Paulo, Brazil. This investment will add two state-of-the-art soft drink production lines, with construction due between October and December 2025 and commercial operations starting in January 2026, to meet rising demand in the region.

These targeted facility expansions are part of a broader strategic deployment of new production capacity across Latin America. Coca-Cola FEMSA is strategically deploying the nine new bottling lines scheduled for 2025 across key markets to maximize output from existing assets before establishing any new greenfield sites.

Here's a quick look at the planned deployment of these new production lines for 2025 and recent capacity additions:

The overall capacity expansion plan aims for a 15% increase in manufacturing capacity by the end of 2025, building on a 4.4% volume growth recorded in 2024.

The deployment of new technology supports this market development push:

• The Costa Rica expansion includes a new production line to optimize operational efficiency.
• The Brazil Mogi das Cruzes expansion features high-level technology for resource efficiency.
• A new Sidel Super Combi line installed in Jundiai, Brazil, operates at 39,000 bottles per hour.
• The Juntos+ digital platform rollout continues across Mexico, Central America, and Colombia.

Coca-Cola FEMSA, S.A.B. de C.V. (KOF) - Ansoff Matrix: Product Development

You're looking at how Coca-Cola FEMSA, S.A.B. de C.V. is evolving its product offerings to capture new growth, which is the heart of the Product Development quadrant. This isn't just about new flavors; it's about capital allocation and format shifts to meet changing consumer tastes, so let's look at the hard numbers driving this.

The strategic focus definitely includes accelerating the shift to low/no-sugar sparkling beverages, targeting over 50% of sparkling share by 2026. This aligns with the broader market trend where The Coca-Cola Company holds an estimated 35-40% market share in the low-and-no-calorie soda segment globally, as of 2025.

Driving portfolio premiumization is happening through format changes. In 2023, Coca-Cola FEMSA, S.A.B. de C.V. reached a single-serve mix of 31.1%, which was more than 100 basis points over its 2019 baseline. This focus on single-serve is critical for urban outlets. For instance, in Mexico, the strategy with multipacks helped achieve a single-serve mix within multipacks of 75%.

The company is also actively piloting new product categories to diversify beyond core sparkling drinks. The portfolio already includes categories such as Vegetable Protein, Teas, and Milk Products across its territories. Furthermore, The Coca-Cola Company has launched innovations like Coca-Cola with Coffee, which includes a Coca-Cola with Coffee Zero Sugar variant, indicating a clear path for Coca-Cola FEMSA, S.A.B. de C.V. to introduce these hybrid offerings.

A significant portion of the planned capital expenditure is directly supporting this product evolution by upgrading the manufacturing base. The investment in manufacturing lines is intended to support higher-margin still beverages, even as the immediate Brazil investment focuses on soft drinks. Here's the quick math on the 2025 allocation:

These investments are about future-proofing the production capability. The MXN$31.6 billion allocation for 2025 will be used to expand manufacturing and distribution, acquire returnable packaging, and enhance technology infrastructure. The Brazil expansion, for example, is set to complete by October to December 2025, with operations starting in January 2026.

The strategic product development priorities for Coca-Cola FEMSA, S.A.B. de C.V. can be summarized as follows:

• Accelerate growth of Coke Zero Sugar across territories.
• Achieve full potential of profitable non-carbonated categories.
• Reinforce premium CSD brand alternatives.
• Capture flavored carbonated soft drinks growth pipeline.

What this estimate hides is the exact breakdown of the MXN$31.6 billion CAPEX specifically earmarked for still beverage lines versus sparkling, though the overall strategy points to higher-margin still beverages as a key area for unlocking growth.

Coca-Cola FEMSA, S.A.B. de C.V. (KOF) - Ansoff Matrix: Diversification

Total Revenues for Coca-Cola FEMSA in the second quarter of 2025 reached Ps. 72,917 million, while third quarter 2025 Total Revenues were Ps. 213,984 million.

Actively pursue value-enhancing acquisitions in adjacent beverage categories, like coffee or plant-based drinks.

Coca-Cola FEMSA already distributes a portfolio that includes juices, teas, plant-based drinks, and alcoholic beverages such as Topo Chico Hard Seltzer. The existing portfolio also features brands like Leão, Sucos Del Valle, Ades, and beers including Therezópolis, Eisenbahn, Sol, and Kaiser. The company is exploring coffee drive-throughs via a joint venture. Strategic priorities include achieving the full potential of profitable non-carbonated beverage categories. Alignment with global health trends is seen in the planned launch of Gatorade's low-sugar variants in 2026.

Explore non-alcoholic beverage distribution outside the core Coca-Cola system through strategic partnerships.

Coca-Cola FEMSA leverages its distribution network to handle third-party brands, such as Monster Energy. A strategic priority is leveraging a curated portfolio of customers' and consumers' favorite brands together with The Coca-Cola Company and multi-category partners. Regional diversification has shown strong results, with South American markets like Brazil, Argentina, and Uruguay posting volume growth of 14.4%, 17.9%, and 16.3%, respectively, in the first quarter of 2025.

Invest in new greenfield production plants in new regions of Mexico and Brazil to support new product lines.

Coca-Cola FEMSA is executing a capacity expansion plan that aims for a 15 percent increase in production capacity from 2023 to 2025. Capital expenditures for the first nine months of 2025 totaled MX$13.1 billion, representing 6.1% of total sales, with a focus on increasing manufacturing and distribution capacity. The company has installed seven new production lines across Latin America in 2025, with plans for a future new plant in southeastern Mexico and a 'completely new greenfield project' for Brazil and Mexico at some point.

Specific investments in Brazil include a commitment of over 600 million reais (US$110 million) to expand the Mogi das Cruzes plant, adding two new soft drink production lines scheduled to begin operations in January 2026. The company currently operates 11 plants and 49 distribution centers in Brazil.

Develop and launch a new line of functional, wellness-focused drinks to align with global health trends.

Coca-Cola FEMSA is focused on capturing the growth in non-carbonated beverage categories. The company is aligning with consumer shifts toward smaller, healthier formats. The company's Q3 2025 results noted a reaffirmation of commitment to promoting calorie reduction and encouraging the consumption of low- and non-caloric products.

• Coca-Cola FEMSA achieved an ESG assessment score of 79/100 in 2025, an advance of nine points compared to 2024.
• The company is working to uphold responsible marketing practices.
• The company is committed to reinforcing industry-leading environmental initiatives.