cambodia corporate research essay

8/2/2019 Cambodia Corporate Research Essay

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Brief Background of Cambodia

Cambodia is located in the heart mainland of Southeast Asia, which conjures images of a

glorious and mysterious past and rich of the cultural heritages, particularly the worlds

renowned ancient temple city whose magical image draws ever-increasingly tourists from all

over the world. The divergent facets of the Kingdom provoke both the serious and casual

traveler, generally charmed and sometimes bewildered by its mysteries.

Not only Angkor Wat, Bayon, Taprohm, Sandstone of ancient holy places, the giant roots of

ancient trees, the graceful shapes of Apsaras and some temples buried in the jungle, hill tribes

settled in the remote areas, colourful pagodas, strings of pristine islands and the century

beach, as part of cultural tour that Cambodia is proud of her presentation, but also the

splendor of the Khmer civilization and its people who have shown their friendliness

everywhere you move in the country.

For most, Cambodia first conjures up the legendary Angkor that continues to admiration from

Khmers and foreigners alike. The humanity and disaster of the nature have failed to

compromise the awe of Angkor. The temples remain with an enigmatic grandeur, as a

testimony to the Empire that symbolized the country at the present day.

They are the silent witnesses to the perennial cycles of life, which occur with each rainy

season. The Kingdom emerges from its lethargy and springs back to life. Clouds, swollen

with moisture, burst their monsoon rains to fill in the Tonle Sap (Great Lake) that bring over

thousands tones of fresh water fishes.


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Every year, the country is transformed in a nature cycle, which is unique to Cambodia. The

flow of the mighty Mekong River swells until it forces the Tonle Sap to reverse its course,

pushing up stream from the ancient capital. Every year, the reversal of the river is celebrated

with the countrys most spectacular Water Festival in November. (Cambodia: The new land

of smiles, nd)


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Branding of Cambodia

Target audience:

Here, we can categorize the target audience according to its demographic, such as age,

employment status and occupation. A consumers age is often a strong determinant of their

product choices and consumption practices. Income has long been an important variable for

distinguishing market segments, sometimes reflected by employment status. Marketers

commonly use income as a segmentation criterion, because they feel it is a strong indicator of

the availability to pay. Occupation and employment status tend to be closely correlated in

almost a cause-and-effect relationship. The analysis below is done based on personal

observation and random interviews in Cambodia, but is subject to seasonal changes (ratio

maybe different during summer holidays).

Age

0-10 x

11-20 xx

21-30 xxxxx

31-40 xxxx

41-50 xxx

51-60 xxxxx

61-70 xx

71 and above x


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Employment status

Full-time x

Part-time xxx

Home duties xxxx

Unemployed xx

Retired xxxxx

Students xxxx

Occupation

Professional/manager xxx

White collar workers xxxxx

Skilled workers xxx

Farm owner xx

Others (semi/unskilled)


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Key Publics:

Tourist

(Aged 21-30, 51-60 and 31-40; retired, home duties and students; white collar workers)

The above mentioned group of people made up one of the key publics because, from the

study trip to Cambodia, we were able to observe the similarities of the tourists who visit the

place. Thus, we can conclude that they are the group of people that have been prioritized.

In fact, the tourists are also the gatekeepers, sometimes correlated to opinion leadership.

Opinion leadership (or word-of-mouth communications) is the process by which one person

informally influences the actions or attitudes of others. The opinion leader, may become an

opinion receiver when another product or service is brought up as part of the overall

discussion. For example, a person shows photographs of his recent Kakadu holiday to a

friend suggests that using a polarizing filter might produce better pictures of outdoor scenery.

(Schiffman et al, 2005) Similarly, in this case, the tourists may go back to their hometown

and spread word-of-mouth about Cambodia after the visiting.

Local (nation of Cambodiaasset of the country)

The local people in Cambodia are equivalent to employees of a corporation. They are the

main asset in which the corporation relies on in order to carry out a certain policies. Also,

employees have been called the organizations ambassadors.

Investor

Another major component of keeping a corporations health and wealth is communicating

with shareholders and prospective investors. The goal of investor relations is to combine the

disciplines of communications and finance to accurately portray a companys prospects from

an investment standpoint. (Wilcox & Cameron, 2009) In this case, the Cambodian


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government categorized investor as their key publics in order to attract more funds into the

country for further development and prosperity of the nations.

Overseas embassy

These embassies are the one that could help Cambodian Government to promote its tourism

industry to the people in different regions, around the world. Cambodian attempted to

maintain a good relation with these embassies.

Consumer market:

Consumer market is generally made up of the tourists as they are the one consuming the

tourism service. They purchase the service (paying all the fees incurred during their stay in

Cambodia) for personal consumption. However, not all tourists are self-funded, as there is an

accountable number of people who are funded by third party, be it the parents, institutions, or

companies. From observation, the true consumer market revolves around people aged 30 and

above as they are the ones who have the financial capability to consume such services,

whereby those aged around 20 or below, are you usually students that are funded by their

sponsors, mostly parents.


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Promotion of Cambodia

Unique Positioning: An awarding country

In 1992, UNESCO declared Angkor a World Heritage Site.

Cambodia was voted the worlds second favourite long-haul destination for British tourists at

the 2009 Guardian, Observer and guardian.co.uk Travel Awards in the UK.

ConCERTa Siem Raep based organization that helps tourists support local worthy causes,

has won the prestigious British Guild of Travel Writers Award for the Best Overseas

Tourism Initiative. The award is given for the best new overseas tourism project, which not

only has tourists potential but is of benefit to the local community and environment.

Le Meridien Angkor was awarded the titles Cambodias Leading Hotel and Cambodias

Leading Spa Resort, for third consecutive year at the 16 th World Travel Awards Regional

Ceremony.

Lonely Planet has listed Cambodias Koh Kong province among its top-ten regions for 2010

in its Best in Travel 2010 publication. (Invest in CambodiaAn Awarding Country, nd)


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Competitive Advantage

In support of the tourism industry, Cambodian Government has launched e-Visa, which

enables people from other countries to apply for a Cambodia tourist visa online. Instead of

applying through Cambodian Embassy, the system allows us to complete the online

application form and make payment via credit card, and Visa will be sent through email,

which makes tourists life easier with minimal procedural issue. (Invest in CambodiaAn

Awarding Country, nd)

On top of that, expenses for tourists in Cambodia is considerable cheap and affordable,

mainly because of their cheap currency, which is 4000Riel=1USD (approximately). Also, the

phenomenon might be a result of competitive life within the country, where majority of the

people strive for survival, not to mention significant profits and luxurious life.


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Potential of Cambodia

Current consumer behavior

Here, the consumer refers to tourists who pay to visit Cambodia. In general, a tourist behavior

can be seen, through the way they select the places to visit, their needs and wants. In most

cases, they are several standard factors that will affect a tourists attitude towards a place, and

the urge to visit. For instance, attractions within the country, its political stability, crime rates,

accessibility as well as cost.

Attractions within the country are the first thing that tourists look for, which is why we see so

many foreign visitors at Angkor Wat. Accessibility is an issue that most tourists are concern

of; in this case, the e-Visa system offered definitely contributed to the growth in tourism

industry of Cambodia, as more people is visiting the country. Also, the affordable

expenditure in Cambodia could be one of the factors why people choose to travel and shop

there. The improvement in political stability has drawn drastic changes in the number of

visitor.

Observation on the future

The Cambodian tourism industry has been receiving loads of awards that boost its popularity

and reputations. Tourist from all over the world is visiting this unique place, with aweso me

ancient temples, that are worth to be studied. Policies such as having the Cambodia Angkor

Airline, online visa and growing hospitality, will definitely attract more foreigners, regardless

of tourist or investor aspect.

After more than a decade of spectacular growth, how can the tourism industry in Cambodia

respond to the more demanding market conditions now faced by holiday destinations


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worldwide? In common with all periods of adversity, the current situation also presents

opportunities for those willing and able to respond to the challenges ahead.

Tourism has played an important role in the development of Cambodia. It has brought

employment, improvements in infrastructure, training and general education and living

standards for many people, and raised the international profile of Cambodia. Its growth has

helped diversify economic activity, and broaden the base of foreign earnings, currently

dominated by the garment industry.

But the tourism industry itself needs to diversify and mature. More needs to be done to both

promote, and to support Cambodia as a holistic destination in its own right. In recent years

the question taxing most industry players was how to increase the yield from each tourist:

how to encourage them to stay longer; how to add more value? These are the questions,

the Cambodian Government, as a corporation should do research and satisfy with valid

findings as well as recommendation.

Undoubtedly and quite rightly, any future Cambodian tourism experience is going to

involve the Angkor temples. This World Heritage Site has driven tourism development and it

has been relatively easy and inexpensive to improve the infrastructure around a small area of

Siem Reap to produce world class, 5-star experiences. The problem is that it has been all too

easy to develop the tourism industry around Angkor. A typical itinerary combines a few days

in Siem Reap plus a visit to Phnom Penh with the whole trip maybe lasting less than a week,

and often as an add on to a longer regional tour. (Horton, nd)


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Recommendation

Consumer Behaviour Perspective

Problem:

How to expand tourism industry in Cambodia as a wholeencourage tourists to stay longer,

add value to their visits, and sustainable tourism?

Objective:

1. To achieve sustainable and equity in the tourism industrybecause the tourismfocuses solely on Siem Raep and Phnom Penh, which leads to imbalance development

across the country.

2. To add value to the tourism industry, ensure a more pleasant trip for visitors.

Recommendation:

1. Improvise on the country infrastructure and roads.In this new era, where most children are being pampered by their parents, they value

the living environment highly. It will be tough to attract this new generation to visit

the country if there is a slack in infrastructure.

2. Implementing longer tours, covering bigger component of the country.Covering bigger component of the country will tell the world Cambodia has more to

be explored. No doubt short tours will be convenient for those who live busy life, but

when it comes to maximizing satisfaction, the long tours will be better, because

tourist can enjoy to the fullest.

3. Add value to the trips by offering more features; for example, incorporate educationalpurposes with leisure, entertainment, as well as relaxation.


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Adding value to the trip is like creating more reason for the potential tourists to come

and visit Cambodia. The more things being offered, the more hype, excitement and

enthusiasm it will create.

4. Developing more new tourists attractions on an environmentally sustainable way.This will indirectly expand the market of tourism industry. In a corporate way,

developing new tourists attractions will be seen as development of new product,

whereby environmentally sustainable way will be similar as product enhancement.

5. Strengthen the garments and retail industry to attract more tourist.Through observation of the buying pattern, majority of the tourist went there with the

intention to buy silks, scarves, and clothing. Silk especially, seems like a must buy for

most tourists due to its affordable price. Thus, the garment industry seems like

complimentary goods towards the tourism industry. Improvement in garment and

retail industries not only brings benefits for the industry itself, but in fact is

complimenting the tourism industry.

6. Establish Cambodia as a Cultural/Historical HubThe Cambodian authority should consider establishing itself as a hub that

compliments Tourism, and in most cases, cultures and history are the key components

to be studied in each trip. Furthermore, Cambodia actually has the potential to evolve

into such hub as they have this existing breathtaking cultures and significant history.

Moreover, they already have places like Cultural Village, Killing Field, Genocide

Museum and more places that carry such element, and so, they just need to develop or

explore more.


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Corporate Communication Perspective

Problem:

How expand tourism industry in Cambodia as a whole?

Objective:

1. Building up good tourism identity.2. Attract more investor and tourists.3. To gain cooperation and supports of the local people.

Recommendation:

Strategy:

1. Responsible tourism practices2. Exposing the authoritys policy in developing the tourism sector3. Communicate to the nation about the benefits of growth in tourism industry

Tactic:

1. Ecotourism Nationwide CampaignEcotourism not only raise the countrys reputation, it will also enhance the locals life.

The authority should enforce the ecotourism practice on everyone within the industry,

to ensure optimum outcome.

2. International Tourism ConventionTake initiative to host such event to show the world that Cambodia, is although small,

but can be dynamic in practice and management. This will definitely create


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international fame, which will attract more investor, because the ability to host a

tourism convention simply means Cambodia has the distinctive tourism management.

3. Tourism incentives to localCreate an incentive programme to reward or recognize the locals effort in developing

the tourism industry in a harmony method.

4. WorkshopsTo educate local people about the benefits of the growth in tourism industry, what

they should do to contribute to sustainable tourism, and how can they do it in an

environmentally friendly method.

PR tools:

1. Through eventsconferences, conventions, workshops, campaigns2. Digital mediaweblogs, tourism websites3. Mass mediaprint (newspaper, posters, flyers), broadcast (Tv, radio station)


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References

Cambodia: The new land of smiles. (n.d.) Retrieved October 5, 2010, from

http://www.cambodianembassy.org.uk/index_main.php?lang=&menu=17&k=8

Horton M. (n.d.) Sustainable tourism: the importance of tourism to Cambodia's future

economy. Retrieved October 5, 2010, from http://www.investincambodia.com/tourism.htm

Invest in CambodiaAn Awarding Country. (n.d.) Retrieved October 5, 2010, from

http://www.investincambodia.com/tourism.htm

Schiffman L., Bednall D., OCass A., Paladino A., & Kanuk L. (2005) Consumer Behaviour

(3rd ed) Australia: Pearson Education

Vashisht K. (2005) A Practical Approach to Marketing Management. India: Atlantic

Wilcox D.L. & Cameron G.T. (2009) Public Relations: Strategies and tactics (9 th edition) US:

Pearson Education


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Appendix

e-Visa

The Ministry of Foreign Affairs and International Cooperation has launched e-Visa, which

enables you to apply for a Cambodia tourist visa online. Instead of applying through

Cambodian Embassy, all you need to do is to complete the online application form and pay

with your credit card. After receiving your Visa through email, print it out and bring it along

when you travel to Cambodia.

For those who wish to apply Business Visa, K-Visa or Diplomatic Visa, please contact your

nearest Cambodian Embassy for more information. The Ministry of Foreign Affairs and

International Cooperation is unable to accept applications from holders of Diplomatic

Passports.

Entry Type Single entry only

Fees USD20 + USD5 (processing charge)

Validity 3 months (starting from the date of issue)

Length of Stay 30 days (more)

Processing Time 3 business days

Requirement A passport validity of more than six months balance at time of entry, a

recent passport-size photo in digital format (JPEG or PNG format), a valid credit card

(Visa/MasterCard/American Express/Discover).

Visa Exemption Laos, Malaysia, Philippines, Singapore, Vietnam

Countries not supported Afghanistan, Algeria, Arab Saudi, Bangladesh, Iran, Iraq,

Pakistan, Sri Lanka, Sudan (Please apply your Visa from your nearest embassy or on-arrival

at all major checkpoints)
http://www.mfaic.gov.kh/e-visa/faq.aspx#general19http://www.mfaic.gov.kh/e-visa/vindex.aspxhttp://www.mfaic.gov.kh/e-visa/faq.aspx#general19


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Cambodia Field Trip

Figure 1: The Ancient Temple Angkor Watmajor tourist attraction of Cambodia

Figure 2: li festyle of the localsoccupation/source of incomeas a result of tourism industry


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Figure 3: locals practice vendor surrounding the tourists who is willing to pluck money

Figure 4: musical performanceattracts tourist


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Figure 5: Tonle Sap Lake life on floating village tourist attraction

Figure 6: needy kids begging for tipping

cambodia corporate research essay

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