CEMEX: Transforming a Basic Industry Company Harvard Case Solution & Analysis

In early 2005, the cement market in Mexico is changing. Market, particularly in northern Mexico has traditionally consisted primarily of sales of bagged cement, which was distributed in developing countries. There seems to be a transition to bulk cement, more typical of developed economies. CEMEX, the third largest cement company in the world, and the dominant company in Mexico, has developed a strong brand for its bagged cement. Bulk cement, however, it was difficult to differentiate. Describes the Mexican cement industry and the dramatic changes that CEMEX did in 2000-2005 to focus on customer needs, particularly the needs of its distributors. These changes involved a wide range of activities, including significant improvements in logistics, creation of its retail distributors, as well as development of a set of software applications to the desired product was delivered to the right place at the right time. What lessons can take a company from its branded business and its success is building its distribution network, if the market was more on the cement product in bulk? "Hide
by Hau Lee, David W. Hoyt Source: Stanford Graduate School of Business 22 pages. Publication Date: December 7, 2005. Prod. #: GS33-PDF-ENG

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