Retailing in Cambodia :|ba case study of stationery products | |
| Author | Sou Phalla |
| Call Number | AIT RSPR no. SM-98-7 |
| Subject(s) | Retail trade--Cambodia Stationery trade--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 |
| Series Statement | Research studies project report ; no. SM-98-7 |
| Abstract | The objective of this study is to analyze the market potential of stationery products in the Cambodian market and to develop marketing strategies for Staedtler Thailand Co. Ltd., in order to compete with other competitors in this market. Exporting strategy is one of the most attractive entry mode options for Staedtler Thailand into the Cambodian market. The exporting strategy was proposed to the managing Director of Staedtler Thailand by the author after having conducted a SWOT analysis. By adopting the proposed strategy, promotional activities will be needed to build brand awareness of Staedtler and to increase market share of the existing Staedtler products. Pricing strategy, operating a retail store in Cambodia to the target groups as well as incentives to various channels were recommended to Staedtler Thailand Co. Ltd., for future implementation. |
| Year | 1998 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-98-7 |
| 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) | Bechter, Clemens |
| Examination Committee(s) | Swierczek, Fredric William ;Buchel, Bettina ;Daniel, Rolf-Dieter |
| Scholarship Donor(s) | Government of Switzerland |
| Degree | Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 1998 |