Hay una gran variedad de transacciones de negocios típicamente llevadas a cabo por MNEs pertenecientes a un mismo grupo. Las transacciones intercompañías relacionadas abarcan todos los segmentos de la economía mundial, en los segmentos productivos, financieros, servicios, mediáticos, etc. Dado que la inversión internacional reviste una importancia fundamental para la economía mundial ha sido clara la necesidad de la implementación de un sistema de cooperación internacional que regule de manera equitativa las disputas impositivas para los participantes en la economía y se aseguren de que las contraprestaciones simulen condiciones independientes. El propósito de este reporte es el de aplicar una metodología para evaluar la naturaleza y establecer la contraprestación en cumplimiento con el principio de valor de Mercado que deberá obtener una empresa por ciertas transacciones controladas efectuadas.

As one of the oldest French firms, the Saint-Gobain Group has been widely well known for glass manufacturing before it started its distribution and packaging activities. Among its four different sectors, the Innovative Materials division comprises the flat glass industry and hence, Saint-Gobain Glass, one of its companies specialized in the manufacture of glass products. The project presented in this document aims to describe my internship experience in Saint-Gobain Glass as well as the development of the mission I was assigned: To collect and update all the market data by geographic region concerning the commercial refrigeration and home appliances segments. This last one approaches particularly the domestic refrigerators and ovens. Therefore, this document first gives a general overview of the group and the company Saint-Gobain Glass. Then, it gives an introduction to the problem that arose in the company and the succeeding need of performing this study in order to understand better the environment conditions and acquire a larger market share in those segments together with a literature review that encompasses the activities developed: market research and the selection of foreign markets. Once these concepts have been defined, the planning of the assignment and the sources of information used will be detailed. Like this, the document arrives to the conclusion of the project and consequently, the completion of my internship in SGG. Based on the results shown and on my point of view several recommendations are given regarding some next marketing actions as well as a selection of countries that according to the findings described provide better opportunities for SGG´s success in the appliances segments.

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El caso vivencial está basado en la experiencia adquirida durante las prácticas profesionales realizadas en la empresa Volkswagen de México, durante el periodo primavera 2011. En base a aquella experiencia se realiza una investigación del área en la cual se laboró en la empresa y se explora un problema encontrado. Se realiza un estudio académico de dicha problemática, y para finalizar se propone una solución sustentada con la investigación con el propósito de mejorar tal actividad en la organización. El proyecto consiste en la mejora de un proceso en la cadena de suministro. Dicho proceso es titulado, By Pack, y es el proceso encargado de personalizar cada vehículo dependiendo su destino.

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The objective of this work is to expose the perceptions and misconceptions of the German people about Mexico and Mexican products. The paper starts with the importance of the brand name and the influence that a country has on a brand that gets to foreign branding. Then the country of Mexico and some features about Mexico will be briefly described. Also it is explained the difference of Tex-Mex and Mexican food. Then, the perceptions of Mexico are analyzed through the results of a survey. It ends with a recommendation to the companies that want to brand a product with foreign characteristics as well as recommendations for the country of Mexico. The non-product-related attributes like the brand and packaging are the characteristics easier to identify by customers. Some brands now are taking advantage of characteristics about countries and using them to make customers believe that some products are something that they are not. Popular Mexican stereotypes are being used by marketers to make products more attractive or to make the consumers believe that the product is Mexican. This has both good and bad consequences for Mexico. It brings attention to the country, but it also creates an unrealistic image of Mexico.

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