Doing Business In (Insert Country Name Here) - Department of ...

FranchisingReturn to topIn 2009 the franchise industry in Mexico grew about 8%; with nearly 1000 franchiseconcepts in the country. The franchise sector is an important source of job creation, selfemployment,and wealth creation, even in difficult economic times. According to theWorld Franchise Council, Mexico is the 7 th leading nation in franchise development.Franchises in Mexico are regulated by Article 142 of the Industrial Property Law andArticle 65 of its Regulations. Franchise agreements must be registered before theMexican Institute of Industrial Property in order to be effective against third parties.In January 2006, an amendment to the Mexican Franchise Regulations (Article 142) waspublished in the Mexican Official Gazette, stating a new definition of franchise,mandating requirements for franchise agreements, and providing new standards for presalefranchise disclosure.Business opportunities for franchises encompass many sectors: food (fast food/casualrestaurants), personal care services, education, and entertainment sectors for children,etc. Franchising in Mexico, as in any other country, requires a long-term commitment.Franchisors must commit human and financial resources, patience and time to maketheir concept succeed in the Mexican market.For more information on franchising in Mexico, please see Chapter 4 of this CountryCommercial Guide: Leading Sectors for U.S. Export and Investment – Franchising.Direct MarketingReturn to topWith the establishment of large international firms in Mexico and their emphasis inadopting similar marketing strategies to those of their international home base – inaddition to more and better educated consumers with higher quality expectations – themarketing services industry has evolved into a more segmented and specialized sectoroffering U.S. companies a complete array of possibilities from which to choose.Today, the choices firms have for promoting their products range from marketingcampaigns through one-to-one contact at point-of-sale displays, to inserts distributed inmonthly bills, to mass exposure through billboards or internet campaigns.Companies in Mexico invested nearly $98 million pesos in marketing services topromote their products and services in 2009, with electronic media and in Point of SalePromotion (POP) as the most important vehicles of promotion:Breakdown of Marketing Tools in Mexico - 2009Publicity (printed & electronic media) 54.1%In-Store Promotions 25.8%Direct Marketing 12.2%Market Research 4.9%Public Relations 2.3%Design 0.7%