El Impacto del Uso del Big Data en el Mercado de Bebidas Refrescantes en Mexico

Abstract

Currently, technological advancement and the proliferation of data have transformed various economic sectors, with the soft drinks market in Mexico being one of the most impacted. The availability of large volumes of data, known as Big Data, has provided companies in the sector with valuable information to analyze consumer trends, improve operational efficiency, and develop more accurate marketing strategies. This essay focuses on exploring the implications of the use of Big Data in such a market, specifically in relation to consumer privacy and the market strategies implemented by companies. The document is structured in three parts: contextualization of advances in Big Data, arguments that answer the guiding question using cases of companies (multinational and local), and conclusions. It is highlighted that the strategic use of Big Data by companies, such as Coca-Cola and Jarritos Cola in Mexico, It has been instrumental in analyzing consumption patterns, understanding consumer behavior, and anticipating market trends. However, ethical challenges arise, especially in terms of privacy, transparency and fairness in the treatment of consumer information. The conclusion highlights the importance of ethical regulations to ensure an appropriate balance between obtaining valuable information and protecting privacy.