The Bimbo Group is the leading company in the bakery sector, generating significant sales every year. However, its environment has a high level of competitiveness where it can be found companies of equal size and small participants such as family bakeries, craft and local shops. This high degree of competition has led Bimbo to focus its strategy on the consumer, taking advantage of trends such as different consumption habits in constant change, new market segments and the increase in disposable income. Thus, it sustains its competitive advantage in two fundamental pillars: marketing and distribution. Focusing on marketing refers to the set of strategies and actions to achieve success in the exchange of goods and services in the market. There will be done a contrast between internal marketing (aimed at workers) and external (aimed at final customers) applied to the construction of brand identity for positioning in the minds of consumers and collaborators. Supporting the same "personality" of the company in both types of marketing and contribute to the durability of the company in the market. There is evidence of welfare and health strategies for the final consumer and its pertinent variation for its collaborators (Plus 40), its figure and slogan. Through a strong relationship between the company and its stakeholders, it adapts different initiatives to each of them. In such way, in the company, the marketing strategy starts from inside the company and has a coherent impact on the final customer.
