CEMEX Worlds largest building materials producer Worlds third largest cement producer Headquartered in Mexico Company operates on four continents and recorded revenues of 15bn in In early 1990s the legal barriers prevented competition and hence CEMEX controlled 65 percent of market share in Mexico.
After 1990s legal barriers removed paving the way for international competition Mexican economic crisis. CEMEX experiences drop in sales. Sales dropped by 50%
CEMEX STRATEGY Speciality about mexican market? Informal segment accounts for 40% of cement consumption in Mexico. 60% of population in Mexico earns less than $5 per day. By converting low-income population into customers a huge amount of revenue can be generated.