Coca-Cola Femsa, S.A.B. de C.V. (KOF): ANSOFF Matrix Analysis [Jan-2025 Mise à jour]

Dans le monde dynamique de la stratégie des boissons, Coca-Cola Femsa apparaît comme une puissance stratégique, naviguant méticuleusement dans le paysage complexe de l'expansion et de l'innovation du marché. En tirant parti de la matrice Ansoff complète, la société dévoile une feuille de route audacieuse qui transcende les paradigmes de croissance traditionnels, ciblant non seulement la part de marché, mais les opportunités transformatrices en Amérique latine et au-delà. Des marchés de base pénétrants à l'exploration des stratégies de diversification audacieuses, Coca-Cola FEMSA démontre une approche sophistiquée de l'évolution des affaires durable qui promet de redéfinir le paysage concurrentiel de l'industrie des boissons.

Coca-Cola Femsa, S.A.B. de C.V. (KOF) - Matrice Ansoff: pénétration du marché

Augmenter les dépenses de marketing sur les marchés principaux d'Amérique latine

En 2022, Coca-Cola FEMSA a investi 1,2 milliard de dollars dans les frais de marketing et de vente sur les marchés latino-américains. Le Mexique représentait 43% des dépenses de marketing totales, le Brésil représentant 28% et l'Argentine pour 15%.

Développez le réseau de distribution

Coca-Cola FEMSA opère dans 10 pays avec 49 installations de production. L'expansion du réseau de distribution en 2022 a ajouté 127 000 nouveaux points de vente au détail en Amérique latine.

• Mexique: 62 000 nouveaux points de vente au détail
• Brésil: 38 000 nouveaux points de vente au détail
• Argentine: 27 000 nouveaux points de vente au détail

Mettre en œuvre des campagnes promotionnelles ciblées

En 2022, les campagnes promotionnelles ont généré 425 millions de dollars de revenus supplémentaires. L'engagement de la campagne numérique a augmenté de 37% par rapport à 2021.

Optimiser les stratégies de tarification

Le prix moyen par unité a augmenté de 8,7% en 2022, maintenant une marge brute de 54,3% sur les marchés latino-américains.

Améliorer les efforts de marketing numérique

Les dépenses de marketing numérique ont atteint 156 millions de dollars en 2022, ce qui représente 13% du budget marketing total. L'engagement des médias sociaux a augmenté de 42% chez les consommateurs âgés de 18 à 35 ans.

Coca-Cola Femsa, S.A.B. de C.V. (KOF) - Matrice Ansoff: développement du marché

Expansion dans les régions géographiques d'Amérique latine

Coca-Cola FEMSA opère dans 10 pays en Amérique latine, notamment le Mexique, le Brésil, la Colombie, l'Argentine et le Guatemala. En 2022, la société a servi 374 millions de consommateurs sur ces marchés.

Marchés émergents avec une consommation croissante de boissons

En 2022, Coca-Cola FEMSA a identifié des marchés émergents clés avec une croissance de la consommation de boissons:

• Brésil: augmentation de la consommation annuelle de 7,2%
• Colombie: 5,8% de croissance annuelle de la consommation de boissons
• Argentine: 4,5% d'expansion annuelle de consommation de boissons

Partenariats stratégiques avec les distributeurs locaux

Coca-Cola FEMSA a investi 325 millions de dollars dans les infrastructures de distribution locales en 2022, établissant des partenariats avec 85 000 détaillants locaux en Amérique latine.

Adaptation des produits pour les préférences régionales

La société a développé 17 variantes de boissons spécifiques à la région en 2022, ciblant les préférences gustatives locales:

Stratégie d'entrée du marché de la reconnaissance de la marque

En 2022, Coca-Cola Femsa a exploité la reconnaissance de la marque à réaliser:

• 8,4 milliards de dollars de revenus totaux
• 2,3 milliards de caisses d'unités vendues
• Leadership sur le marché dans 9 pays d'exploitation sur 10

Coca-Cola Femsa, S.A.B. de C.V. (KOF) - Matrice Ansoff: développement de produits

Alternatives de boissons à faible teneur en sucre et zéro calorie

En 2022, Coca-Cola FEMSA a déclaré que 31,7% de son portefeuille était composé de boissons faibles ou nulles-sucre. La société a investi 42,3 millions de dollars dans la reformulation des produits pour réduire la teneur en sucre.

Boissons fonctionnelles pour les consommateurs soucieux de leur santé

Coca-Cola FEMSA a lancé 7 nouvelles lignes de boissons fonctionnelles en 2022, générant 156 millions de dollars de revenus.

• Produits d'eau améliorés par la vitamine
• Boissons de remplacement électrolyte
• Lignes de boissons probiotiques

Diversification des lignes de boissons non carbonées

Les boissons non carbonées représentaient 38,2% du portefeuille de boissons totales de Coca-Cola FEMSA en 2022, avec 1,2 milliard de dollars de ventes.

Innovations d'emballage durables

Coca-Cola Femsa a engagé 67,5 millions de dollars à des solutions d'emballage durables en 2022, atteignant 35% de contenu en plastique recyclé dans l'emballage.

Variantes de saveurs en édition limitée

La société a lancé 12 saveurs en édition limitée en 2022, générant 94,6 millions de dollars de revenus supplémentaires avec un cycle de vie moyen de 3 à 4 mois.

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

Investissez dans des catégories de produits non-Beenage

Coca-Cola FEMSA a rapporté 2022 revenus nets de 233 239 millions de pesos mexicains. La stratégie de diversification de l'entreprise comprend l'expansion dans les segments de non-actions.

Explorer les acquisitions potentielles

En 2022, Coca-Cola FEMSA a achevé des acquisitions totalisant 425 millions de dollars dans les secteurs des boissons complémentaires.

• Terminé 3 acquisitions stratégiques
• Marchés ciblés: l'Amérique latine
• Focus d'investissement: catégories de boissons émergentes

Développer des partenariats technologiques stratégiques

Les investissements en partenariat technologique ont atteint 78 millions de dollars en 2022, en se concentrant sur l'expansion de la plate-forme numérique.

Créer des opportunités d'intégration verticale

Les investissements d'intégration verticale de la chaîne d'approvisionnement ont totalisé 156 millions de dollars en 2022.

• Acquis 2 installations de production
• Réduction des coûts de la chaîne d'approvisionnement de 6,2%
• Augmentation de l'efficacité de la production de 8,7%

Investissez dans des sources de revenus alternatives

Les investissements de plate-forme directe aux consommateurs ont atteint 64 millions de dollars 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.