Marketing mix strategy for Nestle milk products case : Nestle Dairy (Cambodia) Ltd. | |
| Author | Suong Kheang |
| Call Number | AIT RSPR no.SM-04-117 |
| Subject(s) | Milk trade--Cambodia Dairy products--Cambodia |
| Note | A research study submitted in partial fi..1lfillment 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-04-117 |
| Abstract | From 1993, through open door policy, many industries including food industry have established and invested in Cambodia. Milk is one impo1tant products of food industry. Nestle Dairy (Cambodia) Ltd. (NDCL) is the only milk manufacturer in Cambodia. NDCL is located by Mekong River in the northern suburb of Phnom Penh. It was incorporated on 25 March 1997 under the Cambodia laws. It is the joint venture between local investor (20% shareholding) and Nestle S.A (80% shared holding). So far, NDCL is mainly involved in marketing, sales, and distribution of impo1ted Nestle products from Thailand. Large quantity of milks has been imported from countries with a wide variety of brands and there is proliferation of smuggled products including Nestle and other brands are sold at lower price in the local markets. This creates a tough impact to the company. Moreover, the operation of NDCL is influenced from both internal and external environment. In Cambodia context, people are poor, so they have less brand loyalty and increasingly price and promotion sensitive. The study conducted by the company show that some of the most considerations of consumers when they selected Nestle milk products are quality, price, promotion, service, weight, packaging, production date and expiration date. Some products of Nestle liquid milk are leader in the market while powdered milks are in good position except Bear Brand SBC milk as its result is worse than Alaska. Generally, the price of Nestle milk products is expensive. Promotion, distribution, customer service and relationship are still limited. So the purpose of this study is to describe the market orientations ofNDCL and propose the marketing mix strategy for the company. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-117 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Vuong Due Hoang Quan; |
| Examination Committee(s) | Broustail, Francois Joel;Bui Thi Lan Huong;Nguyen Hoang Bao; |
| Scholarship Donor(s) | French Government;AIT Fellowship; |
| Degree | Research Studies Project Report (M. Eng.) - Asian Institute of Technology, 2004. |