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CEMEX, S.A. de C.V.: Global Competition in a Local Business
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During the 1990s, CEMEX went from being a purely domestic producer of cement and ready mix in Mexico to the third largest firm in the rapidly globalizing cement industry, with operations in North and South America, Western Europe, and Southeast Asia, as well as a large trading operation. CEMEX's first moves to internationalize itself, by exporting to the United States, fell afoul of an antidumping ruling. It then began a series of acquisitions, first in Spain and then in Central and South America. This case describes the acquisitions and the process of post-merger acquisition. It raises the issue of whether the economic crisis in Southeast Asia presents opportunities for further expansion. Can be used to examine the logic and process of internationalization in a commodity business and the selection of markets to enter. Can also be used to examine the basis for globalization of what many would think of as a very local business. Finally, it presents an opportunity to examine the logic of global competitive moves, as CEMEX's entry into Spain, which was intended explicitly to counter a European rival's aggressive expansion in Mexico.