Estrategias de la cadena de tiendas Oxxo
Strategies of the Oxxo Store Chain

Summary/Abstract: In Mexico, the retail activity manifests a structure composed of two large groups of companies: the modern one that emerged from the eighties and nineties and the traditional one of older data. The first uses applied technology in the organization and administration; the infrastructure, marketing, control of the collection and distribution of goods is exercised by the company; they constitute chain stores. Oxxo does not escape from this reality. The objective is to analyze the competitive strategies that allowed the Oxxo chain of stores to grow and contribute profits to its Femsa family economic group, identifying its dimension, structure, acquisitions and alliances. Methodology: historical and analytical methods were used; secondary sources: studies and sales records of the 500 most important companies in Mexico by Revista Expansión; Executive World; Forbes, website and Annual Reports of the company and the Mexican Stock Exchange. Result: Femsa is a successful economic group that ratifies the theories of financial and economic administration around the application of growth strategies. Conclusion: The Oxxo chain of stores develops comparative and competitive strategies in the market that arise from the self-financing that allows its accumulation of profits.

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