Subject category:
Marketing
Published by:
IBS Research Center
Length: 9 pages
Data source: Published sources
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Abstract
Cemex was one of the leading cement companies in the world. During the early 1990s, it experienced problems in its home country, Mexico. To revive its sales in Mexico, Cemex ventured into low cost housing by launching an innovative savings and credit scheme, Patrimonio Hoy. Patrimonio Hoy provided the poor people with cement, raw materials and a host of allied services to enable them to build their own homes. It was a huge success in Mexico and Cemex planned to extend the scheme to other developing countries. This case explores the concept of Patrimonio Hoy and provides scope for discussing the innovative marketing programme of Cemex. It also provides scope for the discussion of low-cost housing.
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Abstract
Cemex was one of the leading cement companies in the world. During the early 1990s, it experienced problems in its home country, Mexico. To revive its sales in Mexico, Cemex ventured into low cost housing by launching an innovative savings and credit scheme, Patrimonio Hoy. Patrimonio Hoy provided the poor people with cement, raw materials and a host of allied services to enable them to build their own homes. It was a huge success in Mexico and Cemex planned to extend the scheme to other developing countries. This case explores the concept of Patrimonio Hoy and provides scope for discussing the innovative marketing programme of Cemex. It also provides scope for the discussion of low-cost housing.