Abstract

Cemex, the third largest cement manufacturing company in the world, used technology extensively in its business operations. The caselet focuses on one of the significant technology initiatives, the dynamic synchronization of operations (SDO) system, which automated the Mexico-based company’s ready-mix concrete distribution process. The caselet throws light on some of the problems faced by Mexican cement companies in delivering the ready-mix concrete to customers. It elaborates on how Cemex designed and implemented SDO. Finally, it examines how Cemex benefited by the use of SDO.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Technology as a competitive advantage in sales and distribution
• Design and implementation of IT systems in sales and distribution
• and Distribution flow in a manufacturing company.

Keywords

Cemex, Technology, CemexNet, Global Satellite Communication System, Lotus Notes, Internal Communications, Mexico, Dynamic Synchronization of Operations (SDO) System, Ready-Mix-Concrete, Unpredictable Demand, Delivery System, Global Positioning System (GPS), FedEx, Exxon, 911 Emergency Ambulance Service, Competitive Advantage, Productivity