Sample research proposal by student

Sample research proposal by student

Camera product in Cambodia
Canon Singapore Pte., Ltd

1. Introduction

Since Cambodia’s economy turn to free market economy, many investors both local and foreign investors tend to establish their business stringer. In addition to the free market economy, globalization also pushes them to think of using qualified products to create more effective results; it is risky for any company to enter new market without completely understanding the factors that could lead to their success or failure. Canon has 16 manufacturing facilities in Asia outside Japan with its latest technological achievement, has 2 regional headquarters in Asia. Canon China serves North Asia and Canon Singapore serves Southeast Asia. Sales & marketing and manufacturing base for Canon with 32,000 employees and operations in 10 countries including China, Hong Kong, India, Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand, and Vietnam.

Today, Canon is one of Japanese manufacturers of high quality Canon products who command the latest technology. Canon is moving towards the day when products will be developed and produced in Asia specifically for the growing Asian market. The company is looking for a new market in Cambodia to distribute its products. In this case, a market assessment study should be conducted to deeply understand whether Canon products could be or could not be marketed in this segmented area. Therefore, the new distinctive strategy has to be developed in order to adjust to Cambodia market.

Presently, Cambodia is a growing import market. Large amounts of Canon products in this market have been imported form many different countries and there is a wide variety of brands. The Singapore Canon product was first presented in Cambodia in 1990, followed by the Royal Cambodia Co., Ltd. The company also leads by example in the area of responsibility. Its contributions of cash and kind touch all levels of society and social organizations for their need.

2. Problem Statement

Management desires information on Canon products and its encouragement on customer satisfaction to determine what should a manufacturing company of cameras and copying machines instruments enter the Cambodia retail market.

3. Research Objectives

The most important objective of this research is to propose a marketing strategy of Canon products, which can be marketed through various distribution channels in the Cambodia market.

The related objectives of the research are:
- Pricing Strategy
- Competitive Strategy
- Distribution Strategy
- Promotion Strategy

4. Conceptual Framework

Marketing Strategies of Canon Products:

• Pricing Strategy
• Competitive Strategy
• Distribution Strategy
• Promotion Strategy

- Pricing Strategy:
The challenger can offer a comparable product at a lower price. This is the strategy of discount retailers. Three conditions must be fulfilled. First, the challenger must convince buyers that its product and service are comparable to the leader's. Second, buyers must be price sensitive. Third, the market leader must refuse to cut its price in spite of the competitor's attack.

- Competitive Strategy:
A market challenger must first define its strategic objective. Most aim to increase market share. The challenger must decide whom to attack. In the same categories of cameras or copying machines, a range of quality of products offered by other competitors must be surveyed.
· How many competitors are there in the canon products market?
· What are their countries of origin?
· What is the price differences offered for the same product types?
· What are their wholesalers and retailers' margins?

- Distribution Strategy:
To distributed to buyers from privates and public sectors, wholesalers, retailers and individual.

- Promotion Strategy:
To increasing expenditures on advertising and promotion with the original products is always better because the perceived value of the products and the related willingness of the customer to pay for that value are to be determined. Basically, a customer chooses the cheapest price among the price offered, if no other information is available. However, customers may be willing to pay more if the quality of the product suit their preferences and needs.

5. Research Design/Methodology

The data collection of this research methodology has been limited from tow data resources are Primary data and Secondary data.

- Primary data: The data collected through directly mission to Royal Cambodia Co., Ltd. Canon Building No. 437, Preah Monivong Blvd, Phnom Penh, Cambodia, it is done through interviews with company’s staff and supporting documents provided by the company.

- Secondary data: The data must be collected both from internet website address www.royalgroup.com.kh and www.canon-asia.com in order to understand more clearly about the canon products in the Cambodia market and Asia market.


6. Scope and Limitation

- Scope: Due to the time limit, information was collected from interview with the company stuffs and some whole sellers.
- Limitation: This research focuses on the representative products as well as digital cameras, video camcorders, bubble jet, laser printer, scanners, multimedia projectors, canon calculators, cartridges, and photo paper. There are some difficulties with this research process because the company’s employees do not have enough time to share with our research because they are busy with their customers.

Sample research proposal by student