| Author | Huot Davoan |
| Call Number | AIT RSPR no.SM-06-52 |
| Subject(s) | Palm wine--Marketing--Cambodia
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report no. ; SM-06-52 |
| Abstract | Since Cambodia moves from a highly controlled economy to open economy and becomes
more integrated with international markets through its membership in the World Trade
Organization and Asian Free Trade Area, local companies could have larger and more
open access to international markets, not just domestic markets. It will be vital for the
local companies to become more competitive in order to survive in such a highly
competitive and fast changing business environment. So, having an effective marketing
strategy is a crucial part of competitive strategy.
Confirel, palm liquor and dehydrated fruits, medium size company, is founded in 2001 and
its business involves fruits processing. At the present, Confirel is the only one fruit
processing company which is able to transform palm sap to the different kinds of agroproducts such as palm wine, palm liquor, palm vinegar, palm sugar etc. and the company
aims to satisfy the costumers' satisfaction and seeks for expanding the local market share
as well as the international market share to growth further. Confirel needs to develop an
effective marketing strategy in order to success in the market and to adapt the company
towards the changing market environment.
This study aims to design an effective marketing strategy for Confirel Co. Ltd. regarding
their palm wine business in Cambodia. Thus, it is necessary to analyze external factors
including production and consumption, to identify opportunities and threats in environment
in which the company operates. Moreover, the analysis and assessment of business of
Confirel need to discuss to find out its strengths and weaknesses. The analysis of the data
from the consumers' survey questionnaire was also considered in order to assess the
current marketing strategies of the company through the customer's perception. An action
plan for the implementation of the marketing strategies is also recommended to achieve the
marketing objective of the company in Cambodia's market. |
| Year | 2006 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Sununta Siengthai ;Dimmitt, Nicholas J. ; |
| Scholarship Donor(s) | French Government--AIT Fellowship; |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2006 |