000 03271nas|a2200421 i 4500
005 20260818084347.0
008 100299s1996 th u m rtt 0| a1eng d
035 _a.b11739022
099 9 _aAIT RSPR no. SM-96-3
100 0 _aHeng Sopheap
245 1 0 _aCompeting for higher market share against a foreign brand :
_ba study of Lotus condensed milk in Cambodia
260 _aBangkok :
_bAsian Institute of Technology,
_c1996
300 _a101 leaves :
_bill.
490 1 _aResearch studies project report ;
_vno. SM-96-3
500 _aA research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management
502 _aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996
520 _aMarketing 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.
650 1 0 _aMarket share
_zCambodia
700 1 _aJohri, Lalit M.,
_eChairperson
700 1 _aGupta, Joyti,
_eExamination Committee
700 1 _aDo, Ba Khang,
_eExamination Committee
710 2 _aSwiss Government,
_eScholarship Donor
856 _3Full-Text
_uhttp://203.159.5.9/ait-thesis/detail.php?q=B14402
907 _a.b11739022
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