Retail had always fascinated Katrina Lake, the youngest woman CEO to ever lead a US initial public offering. But she couldn’t help noticing that the age-old industry never changed. Brick-and-mortar retailers still competed on variety and touch-and-feel, while online competitors sought to differentiate through low prices and fast shipping.

From a relatively modest Mexican family-owned conglomerate, CEMEX, became the 3rd largest cement company in the world. CEMEX's strategy took place in three major steps: (1) consolidating its Mexico market, (2) internationalization, (3) global management.

The case is set in the context of the restructuring of the cement industry in SE Asia, post-1997 currency crisis. Western cement giants had long had ambitions to gain a foothold in this highly profitable industry as part of their globalisation strategies.

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.