| Author | Heng Sopheap |
| Call Number | AIT RSPR no. SM-96-3 |
| Subject(s) | Market share--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 | Marketing is one of those activities that ask for more interest, devotion and enthusiasm
than others. Each one of us is in his own way involved in this activity because of the
importance of marketing I have chosen the topic of competing for higher market share against
a foreign brand of Apsara Company for its Lotus condensed milk in Cambodia. This study is
based on the information communicated to me during market survey of questionnaire filled by
consumers and dealers, and interviews with company managers.
The objective of this study is to analyze the consumers behavior and attitudes toward
specific brands of condensed milk with a view to identifying the suitable measure for Apsara
Company (Lotus brand) to increase its market share of condensed milk. Fourteen attributes
have been used for evaluating the overall consumers' attitude towards different brands, and
various elements of marketing strategy of Apsara Company have been analyzed to find the
weakness of "Lotus Brand".
The results of the study clearly show that the existing marketing strategy of "Apsara"
needs to be rectification in different areas as the author mentions in the conclusions and
recommendations part. |
| Year | 1996 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| 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) | Gupta, Jyoti P. ;Do, Ba Khang; |
| Scholarship Donor(s) | Swiss Government ; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |