|dc.description.abstract||We wrote our thesis for Yara International ASA, a global firm specializing in agricultural products and environmental protection agents. The company has established operations in 54 countries within six continents, and is currently the largest fertilizer company in the world. Although Yara is already well-established in several countries, they are still looking take advantage of new international opportunities.
The goal of this thesis has therefore been to take a deeper look at the Cambodian agricultural market, in order to identify opportunities for Yara’s expansion, as well as develop a plan for entry.
As information on the Cambodian market was both limited and difficult to find, a combination of both primary and secondary sources was essential in order to acquire sufficient information. We gathered secondary data in order to develop general knowledge about the industry, as well as our target market. Secondly, we conducted primary data through both qualitative and quantitative methods. The primary data was conducted through the use of in-depth interviews, as well as surveys, both taking place at the Royal University of Agriculture in Cambodia.
Our research indicated a growing need for both improved knowledge, as well as higher quality fertilizers within the Cambodian market. Yara’s competitive advantage lies in their human resources as well as their high quality and range of products. Although there is not a very high level of competition among international companies, there are several local producers. From our primary research, we found preference for international brands, but a low level of awareness among foreign brands. Based on our research and analysis, we developed a recommended strategy which can be divided into two categories: global strategy and business strategy. Regarding the global strategy, we recommended overseas sales office, with highlighted importance of choice of retailer and employees. On the topic of business strategy, we recommended a differentiation strategy, targeting high-end customers, and offering the existing product portfolio.||nb_NO