The paper 'New Technology and Investing in Innovation for CEMEX Capsim" is a good example of a marketing case study. CEMEX is one of the largest cement manufacturing companies in the world. The growth of the business or company is significant because it will help the company outperform its competitors in the market (Davila, et al. 2006, p. 83). The double growth digit expected by the company is possible but, it will take a long time. There are several pathways that the company can adopt to achieve its growth in the market.
The pathways to growth are critical because they should be implemented fully in order to achieve its goals and objectives (Sanidas, 2005, P. 111). This can be achieved by keeping the company’ s existing customers by providing quality services to customers. This will; help the company dominate in the market and outperform its competitors (Bragg & Bragg, 2005, p. 121). In addition, the company should know the industry operating environment and developments that are anticipated in the market. It should venture into new industries and utilize the available opportunities in the neighboring market.
This is possible because of its capabilities and ability in the available resources (Sanidas, 2005, P. 113). The company should adopt these growth pathways especially by investing more in technology and innovation because it will increase revenues. I recommend that the company should manage its resources effectively and efficiently so that it can satisfy its customers and other stakeholders in the market (Bessant & Tidd, 2007, p. 54). 2.0 Introduction The board of directors of CEMEX has the power to ensure the company achieves its goals and objectives especially the double-digit growth over the years.
The profits and proper management of resources effectively will help the company increase its sales; hence, expansion. Growth or expansion can be achieved only if the sales increase leading to increased profits that can be used to determine its growth (Bragg & Bragg, 2005, p. 124).
Bessant, J. & Tidd, J. 2007. Innovation and Entrepreneurship; Chichester. New York: John Wiley & Sons Ltd. pp. 54-59.
Bragg, A. & Bragg, M. 2005. Developing new business ideas – a step-by-step guide to creating new business ideas worth backing. London: Pearson Education Limited. Pp. 121-128.
Clegg, B. 1999. Creativity and Innovation for Managers. Melbourne: Butterworth-Heinemann. Pp. 72-79.
Davila, T; Epstein, M. J. & Shelton, R. 2006. Making Innovation Work – How to manage it, measures it, and profit from it. Upper Saddle River: Wharton School Publishing. Pp. 83- 89.
Sanidas, E. 2005. Organizational Innovations and Economic Growth – organosis and growth of rims, sectors and countries. Northampton: Edwar Elgar Publishing Limited. Pp. 111-118.