Opportunities and Market Channels of Thai SME in Cambodia

Abstract

The objectives of this article are: 1) to study the overseas trade opportunities and channels of Thai SME in Cambodia; 2) to analyze the strengths, weaknesses, opportunities and threats of market characteristics in the study area of Phnom Penh, Siem Reap province and Battambang province; and 3) to propose guidelines for Thai SME in Cambodia to create marketing plans and suggest appropriate marketing strategies. The criteria of this study are Thai products and services with high demand in Cambodia which are: 1) consumer products; 2) agricultural products and machinery; 3) travel products, services, and relevant businesses; 4) construction products and materials; and 5) auto parts and repair services. This study used various methods, including document analysis, field studies, group discussions, and in-depth interviews with academicians, government officials and Thai traders in Cambodia as well as questionnaires by Cambodian consumers. The study showed that Cambodia has potential regarding overseas trade and investment which has increased opportunities for Thai SME in Cambodian markets. However, with regard to doing business in Cambodia, win-win relationships and earnestness should be taken into consideration.