The document outlines a 10-point research plan for businesses considering market entry into Cambodia, emphasizing the need for careful analysis of market demographics, customer behaviors, competition, and logistics. It highlights Cambodia's growing economy and trade relationships as attractive factors for expansion, while also stressing the importance of defining business objectives and executing thorough research. Ultimately, the document serves as a guide for businesses to strategize their entry and growth within the Cambodian market.

1. MARKET ENTRY
PLANNING
10-POINT RESEARCH PLAN
helping you launch &
grow your business
Supporting market strategy and
growth through independent
research based market analysis
and consulting
By:
Stereoscope Ltd & MRTS Consulting Ltd

2. If you are thinking about expanding in SE Asia,
Cambodia can offer great opportunities.
Why Cambodia?
1. Cambodian-Thai trade goals at $15B for 2020
2. Cambodia-Japan trade up 13% in 2019
3. Trade between Cambodia and the US rose
by nearly 40% in 2019
4. Cambodia’s economy is projected to have
grown by approximately 6.5 per cent in 2020,
pushing GDP to some $29.362 billion

3. Deciding to sell products and services in a new country can be part
of a tactical or strategic growth strategy.
Every company has different business objectives and aspirations.
But successful execution of an expansion plan requires careful
research and planning
WHY CONSIDER MARKET ENTRY AT ALL?

4. • There are many areas of your target market that may need to be examined.
• Some are essential, others optional, depending on your business.
Choose your
market(s)
Market
demographics
Customer analysis
Competitors
Product mapping
Market Size
Logistics
Risk Analysis Decision Matrix
Marketing and
Implementation
You may need to
go back and get
more information
1
2
3
4
5
6
7
8 9 10
WHAT DOYOU NEED TO RESEARCH?

5. • If you are thinking about expanding into a new market, define
your business objectives
• What do you want to achieve?
• Revenue growth, market share, displacement of a competitor?
• Document your objectives, so you can revisit them later.
• Choose ideally more than 1 target market.
• Think about the market characteristics you think you want.
• Think about geographic regions.
• Ideally pick several markets – this will help refine what is
important to you as you progress with your research.
1. CHOOSEYOUR MARKET(S) TO MATCHYOUR OBJECTIVES

6. • Think about your business or consumer market.
• How many businesses are there, what size or sector?
• How many consumers are there, what consumer segment (age, wealth, etc)
• What are the demographic trends?
• What changes are happening, and why?
• What historic data is there to look at?
Research Approach
Desk research from local
sources.There is usually a
lot of data available at a
country level.
Supplement as needed
with some qualitative
interviews on trends.
• Build a country or market profile,
highlighting the data of interest to
your plans
2. MARKET DEMOGRAPHICS

7. • Whatever the product or service your company produces, you
need to understand your prospective customers.
• What do they buy, how often, who from?
• Why do they buy?
• How do they buy (sales channel)?
• How much do they spend?
• Is brand loyalty a barrier for you?
• Is the market fast moving / changing?
• You can also start to test reaction to your product or service
• Do prospects like what they see?
Research Approach
Quantitative and qualitative
research methods
Market Entry Planning 7
3. CUSTOMER ANALYSIS

8. • Unless you have a totally unique and new concept, it is likely that
there will already be competitors in your target market.
• Who are your competitors?
• What are they selling, at what price?
• How well are they doing?
• What do their customers think of them?
• Build a simple quadrant map to
understand the landscape.
Research Approach
Create a quadrant map that suits your
market and differentiates competitors.
One example is shown below
Innovative
Established
A
B
C
4. COMPETITIVE LANDSCAPE

9. Research Approach
Map product to
market segments
using this type of
matrix
• What are the products or services that you
want to sell?
• Think about how they map to your current
understanding of the market, customers,
and competitors.
• Do they need localising, or tuning?
• Is there a gap in the market you are aiming for?
• Understand the essential features, and the ‘nice to
have’ features.They may not be the same as other
markets.
5. PRODUCT AND SERVICE MAPPING

10. Research
Approach
Create a market
model
• Using the data you have collected, develop a
market size so you can quantify the
opportunity.
• Think about total market for your product, as well as
the proportion of the market that is available to you.
• You will need to include factors based on competitors as well
• Think about pricing, value and volume.
• Think about market growth as well, and the factors
that may affect growth over the next 5 years.
• Models don’t have to be overly complicated,
• but they do need to use good data
• and use good assumptions
6. QUANTIFY THE MARKET SIZE

11. • Whatever your business, you need to work out how you
deliver products and services. Questions include:
• If a product, will you manufacture or import? How will you do that?
• If a service, how will you deliver that?
• What infrastructure, staffing and skills do you need?
• What timeframe are you working to?
• What sales channels do your prospects buy from?
• Decide on your choice of sales channels.
• What resources do you need?
• How have you priced your product or service?
Research
Approach
Research can help
with pricing,
through testing
products and
prices with the
market
7. LOGISTICS AND SALES CHANNELS

12. Research
Approach
• Do your research, identify as wide a range of risks as possible. Use
a simple framework such as an extended PEST to organise this data
and classify them into one of these 6 categories:
• Political, Economic, Social,Technological, Legal, Environmental
• Most of the risks you identify will be pretty qualitative, so to help
clarify your thinking do this:
• For each risk, give it a score out of 10 on
these 2 things:
• How big an impact does this risk have on your
plans: (10 = huge risk)
• How likely is it to happen: (10 = certain to happen)
• Think about risk mitigation for each one
8. RISK ANALYSIS

13. • Finally you have to make a decision.
• For each market under consideration, you need to summarize
key findings for each previous stage in a table or matrix format.
• At this point, review everything – have you found out enough?
• If not, go back and do a little more work
• This is now a management decision for all the relevant
stakeholders, rather than a research stage.
• Research can only support decisions, provide insight and context, and make
recommendations
• The final decision is yours.
9. DECISION MATRIX

14. • Alongside market entry
implementation, research has a
role to play in monitoring and
evaluation to
• Help fine tune many aspects of the
strategy
• Monitor market feedback, progress
and success
• Become the tactical product,
marketing and sales support tool
Research Approach
• Ongoing customer feedback
• Ongoing competitor tracking
• Ongoing product feedback
• Ongoing opportunity analysis
10. SALES AND MARKETING IMPLEMENTATION

15. MEET THE AUTHORS
Mr. PHOUNGVUTHY
Managing Director
Vuthy is one of the most experienced researchers in
Cambodia.He provides clients with in-depth insights
and strategies into the Cambodian market that are
always found very useful. He has more than 18 years
experience in marketing and research in Cambodia.
He started his market research career back in 2006.
Before he moved to MRTS, he was a founding
member and the country director of another
research company in Cambodia for almost 8 years.
Vuthy is a founder of Market Research Club in
Cambodia and also the member of ESOMAR.
Mr. PHILIPTODD
MR Consultant
Philip is a Head of Research and Market Strategy
professional with 25 years’ experience in the technology,
media and telecoms (TMT) sector as well as with macro-
economic and risk / policy projects. Most recently, Phil was
a Managing VP at Gartner, leading a team of analysts
covering advanced TMT topics including IoT, AI, and Smart
Cities. Prior to this, Phil has held roles including Global
Head of Client Research for the Economist Intelligence
Unit, and Head of Research at Machina Research, and where
he led teams delivering research-based market strategy
consulting, macro-economic projects, and geo-political
analysis to support client market entry strategies.

16. OUR STRENGTHS & SERVICE DIFFERENTIATORS

17. SURVEY DATA CONFIDENTIALITY
⚫ The Managing Director at MRTS Consulting
Ltd is the member of ESOMAR, the global
organization for marketing and opinion
research standards, and as such abides by
the rules of ESOMAR.
⚫ All data and information related to every project that we undertake is the property of
the Client commissioning the project
⚫ We will never use this information or data in any other way, or sell, lend or provide
free to any other third party other than the Client, without express written permission
from the Client
⚫ All other information relating to the Client’s business and activities, past, present or
future, also remains confidential and will never be disclosed to third parties

18. CONTACT US
MRTS Consulting Ltd.
Mobile: 012 610 677 / 010 25 6666
Email: vuthy@mrtsconsulting.com
Website: www.mrtsconsulting.com
Facebook page: /mrtsconsulting

19. www.mrtsconsulting.com