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Cemex in Asia

Published 01 Mar 2001
Reference 4914
Topic Strategy
Region Asia
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Prizes & Awards

2011 ecch Best Selling Case in Strategy and General Management

Summary

The case is set in the context of the restructuring of the cement industry in SE Asia, post-crisis. Western cement giants had long had ambitions to gain a foothold in this highly profitable industry as part of their globalisation strategy. The 1997 currency crisis gave them the opening they had been waiting for, and the case describes the battle waged by Cemex and its competitors to acquire these assets.

Teaching objectives

The case describes the acquisition strategy of a western global company put into practice in SE Asia. It allows discussion on the acquisition process, from the initial setting of attractive investment targets, through research, negotiation to due diligence, and post-merger integration. It also gives an overview of the wider competitive context.

Keywords
  • AR2001
  • RD0101