A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management

Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996

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.