| Author | Sar Chanty |
| Call Number | AIT RSPR no. SM-99-43 |
| Subject(s) | Beer industry--Cambodia
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master
of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Cambodian Brewery Company (CBC) is specialized in producing the beers and
distributing the beers throughout Cambodia. The Company since its creation, has been
developing its capacity of production, quality and channel alternative in order to attain
new desired objective of the Company.
This study carries out the analysis of the distribution channel and developing effective
distribution channel for CBC. The study deals with current situation of Cambodia, which
is just changed from Central Economic Planning to the economy of market or free market
economy in the recent years. This study also deals with the competitive situation within
the local market and oversea market.
By implementing the proposed framework and the model as the basis, the strategic
distribution channels will be designed and managed following the company objectives
and strategies. Firstly, it consists of analysis of the current situation of the company,
especially the current distribution channel. Secondly, the company targets are defined and
strategic distribution channels are set up by considering the Company's strengths,
weakness, opportunities and threats and by considering the current distribution channels.
Thirdly, analysis of the data stems from the survey questionnaire. Finally, the study
carries out the management for the strategic distribution channels to achieve the
Company's objective. |
| Year | 1999 |
| 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) | Speece, Mark |
| Examination Committee(s) | Truong Quang;Bechter, Clemens |
| Scholarship Donor(s) | New Zealand |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1999 |