Cemex is one of the most recognized Mexican companies in the Mexican business sector, and since the crisis of 2008, it was forced to face a high debt generated by the combination of multiple factors resulting from a growth system based in the acquisition of competitors globally. The acquired financial obligations led it to reorient the efforts to the reduction of its debt through plans for disinvestment, reduction of costs and expenses, as well as aggressive increases in the prices of its products in markets where it is the leader of an oligopolistic market, resulting in a loss of market share at national and global level.