Entry # 7

     This journal entry is the third out of four case study entries that we discussed in class. This entry’s all about Cemex’s Patrimonio Hoy project which aims to help its employees, stockholders, clients and customers through these three goals:   

1. to help people to save until they can buy the appropriate amount of cement;

2. to help people to store it until they are ready to build; and

3. to celebrate the homeowner’s accomplishment and contribution to community development in a very public way.

   This program works by giving customers supply on credit or loan and it runs for a total of 78 weeks. During that time, participants of the program can also be offered optional storage and advice from professional builders, engineers and architects. Cemex was able to build the trust of the participants by making sure all transactions are transparent by giving them the freedom to set the rules and promote the program.

     I think the reason why this program succeeded is because it aimed to recognize the marginalized. Big corporations tend to have very high-publicized CSR activities and a lot of times, they tend to bring in big personalities to promote the said activities. But with the Patrimonio Hoy program, their goal was to reach those who live in poverty.  By helping them build their own houses, low-income families feel empowered in improving the quality of their lives. This program has helped low-income families sustain themselves and contribute to the development of their communities.

     In relation with CSR, I notice that companies who excel are those who succeed in connecting with their market.  I think many of us tend to feel that way. Just like with life, we are always inclined to talk to people who seem more interested on what we have to say. By making them feel you care, you already give them hope that everything will be okay if they give it their best and it won’t hurt a little to trust your company in helping them build their lives. So many corporations tend to forget that their customers are what gives their company life and they tend to overlook them. Doing good deeds doesn’t always have to be doing charitable actions. Through loans, good advice, and guidance from experts, Cemex was able to do good to the stakeholders involved.