Grandes Empresas Familiares en el Sector Servicios: Estrategias de la Cadena de Tiendas Departamentales COPPEL
Big Family Companies in the Service field: Strategies of the store’s chain of the Group Coppel

Summary/Abstract: The resale of consumer goods, personal or domestic use to end consumers is themain activity of companies such as: self-service stores, department stores or specialized stores,some operate as large chain stores and have a marked regional presence that passes tothe national logic. Trade is not homogenous in its economic units, from the perspective oflarge trading companies Coppel is no exception in its monopoly structure. The objective ofthis paper is to analyze the characteristics and competitive strategies, dimension and structure that allowed Coppel to become a family economic group. The methods were used: critical historical, analytical and descriptive. Results and conclusions: as the main result indicatesthat the marketing strategies developed by the Group Coppel seeking to expand the power of concentration in order to monopolize greater market in less time with financial efficiency. Conclusions: the strategies of economic group Coppel are reflected in: (a) alliances,mergers b) growth through acquisitions, c) diversification of products and services, (d) creation of a banking enterprise, (e) administrative automation, f ) search for financing as quoted on the stock exchange, g) association and representation of interests and h) international expansion.

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