international marketing
TRANSCRIPT
Mohd Hafizi Abdul Fatah GM04509Aini Qamariah Mohd Yusof GM04563
M.Mahdi Mesbahi GM04701Natalie Chan Woam Tyug GM04610
Muhammad Tariq Ramli GM04341
introducing
YTL(IPP) EXPANSION INTO CAMBODIA
International Marketing GSM5280 | Mr. Vickneswaren
Table of Content1. Overview of Cambodia2. Business Opportunities and current environment3. Hofstede Analysis and Religion4. Symbol in Culture of Cambodia5. Thought Process6. Reason for YTL expansion into Cambodia7. Conclusion
Overview of CambodiaBusiness Opportunities & Current Environmentby Mohd Hafizi Abd Fatah
Since 1955
Overview of Cambodia
• The Cambodian culture places a great deal of emphasis on protocol
• Cambodians believe their leader have been chosen because they have more experience than those they manage, and it is not appropriate to consult subordinates in the decision making process
• Cambodia’s intercultural adaptability and readiness for risk is minimal. Change is difficult to bring about and the idea of it is not received with enthusiasm. In order for change to take hold, the idea needs to be perceived as good for the group and be accepted by the group.
Overview of Cambodia
• When meeting together and moderating ideas, intercultural sensitivity is necessary. It is important to qualify ideas that are raised in a gentle manner, protecting the reputation of those bringing up ideas, so no one is shamed.
• Negotiations - will be slow while they take the time to get to know you.
• If proposing a large contract, it is advisable to first seek government approval. Remember that Cambodians are non-confrontational. They do not like saying "no" overtly. If they say "no problem" there is a problem and what you have asked for will not happen.
• Displaying anger or irritation could negatively impact negotiations. In this poor country, price is often a determining factor in business decisions.
• Cambodia's infrastructure, including the power sector, was severely damage by years of war.
• Government has followed a program focused on rehabilitation and development of the basic infrastructure.
• Cambodia is an agricultural country • 85% Cambodian live in rural area• For heating – charcoal, fuel-wood• 85% energy by fuel-wood• Less than 9% have access to electricity• Electricity price is too expensive• State electricity company cannot meet the demand
Business Opportunities & Current Environment - Cambodia
• Power consumptions per capita is 48 kWh/year• Less than 15% household have access to electricity• Industry electricity consumptions :
Private sector : 0.5%Service sector : 40%Industrial sector : 14%
• Supply requirement are projected to increase by 12.1% per year• Peak load is expected to reach up to 1000MW in 2020• The largest system is Phnom Penh, population 11.4M and more than
12000 electricity customers.
Business Opportunities & Current Environment - Cambodia
Cambodia Hofstede and Religion Analysisby Aini Qamariah Mohd Yusof
Since 1955
Hofstede Analysis in Cambodia
Individualism/Collectivism
Power Distance
Uncertainty Avoidance
Masculinity/Femininity
Short Term/Long TermCOLLECTIVISM
HIGH
FEMININITYSHORT TERM PLAN
Religion in Cambodia
Symbol in Culture of Cambodia by Muhammad Tariq Ramli
Since 1955
Symbols:1. Language which focus on the linguistic distance 2. Aesthetics as symbols. "Cambodia" which comes from the Khmer word Kâmpuchea, meaning "born
of Kambu.Khmer’ referred to the Cambodian language, people, or Cambodia culture
• Rich and varied history dating back many centuries, and has been heavily influenced by India.
• 90 percent of Cambodians speak the native Khmer dialect and religion is a major inspiration
• Khmer belief from the beliefs and the Indian religions of Buddhism and Hinduism.
Symbol in Culture of Cambodia
• Most well known symbol: Khmer temple- Angkor Wat• Pictures of the four-faced tower of the Bayon at Angkor Thom and of
âpsâras (heavenly dancing girls) - everywhere in homes and public buildings.
• Every flag -image of Angkor Wat.• Classical dance- expressed out in costume and gesture. recreate
Angkorean bas-reliefs. • The Angkor kingdom once controlled most of the areas of the present
Thailand, Laos and Vietnam. Left behind the fields of art, architectures, music, and dance until today.
Symbol in Culture of Cambodia
YTL and Cambodian symbols
• Malaysia holds the highest percentage FDI in Cambodia, approximately 26%• 90% of Cambodians do speak ancient Khmer dialect• logo, themes, tagline trademark and also the brand name of YTL IPP Cambodia
play so much important roles- sense of belongingness• Enhancing the symbol of Angkor Wat and any related symbol in logo, design
etc, in order to attract the Cambodia market without changing any original symbol of YTL IPP Malaysia and giving no effects towards the core original image of the business.
• Aesthetics - monument, building and construction. • Most of the products require the symbol/picture of Angkor Wat
Thought Process Cambodia by M.Mahdi Mesbahi
Since 1955
Thought process means “the way
in which the mind works, or the
process of thinking about
something1” and it’s a
relatively complex sequence of
thinking skills2.Source:
1-Macmillan dictionary
2-Logotron educational software
Thought Process - Cambodia
Orient:Recognizing
the issue
Explore:Shape the
main question
Synthesize:Create a scenario
framework
Act:create an
action
Monitor:regulate the organization
Thought Process as a Scenario:
Source: William Calvin; GBN Network
Thought Process - Cambodia
Thought Process vs. Decision Making:
Decision Making
Cycle
Source: McShane, Von Glinow OB 5e; Organizational Behavior
Thought Process - Cambodia
Identify problem
Choose decision process
Develop alternatives
Choose best alternative
Implement choice
Evaluate choice
Thought Process vs. Decision Making:
So the decision making
process of a society can
show the thought process of
that society.
Thought Process - Cambodia
Cambodian relationships:
Cambodia is a Buddhist country.
Buddhism comes with a sense of hierarchy
within society.
Making relationships based on the
interpersonal communication and common
hierarchical relationship
Source: Kwintessential Ltd; UK
Thought Process - Cambodia
Cambodian Decision Making:
Managers: each person has a specific role
Employees: managers have been chosen due
to their more experience and merit
decisions usually made by top management
without collecting the ideas of the employees
informal networking and lobbies
major power is generally held in a few key
managers’ hand
Thought Process - Cambodia
Cambodian Decision Making:
Power distance in Cambodia is high
Young employees vs. Older employees
Decision making process and followed
thought process completely shaped by the
external factors especially from the super
ordinates’ orders and comments
Thought Process - Cambodia
How YTL can apply this theory:
YTL is an engineering company
Access the subordinate employee
Regulated and systematic organization is
necessary to succeed in this industry
Create a centralized and systematic
organization
Local employees of the branch in Cambodia
will follow the headquarter policies
Thought Process - Cambodia
Negative Effects:
employee creativity and innovation
management should create an appropriate
environment
Thought Process - Cambodia
Reason for YTL expansion to Cambodiaby Natalie Chan Woam Tyug
Since 1955
Reason for YTL Corporation to enter into Cambodia
• A developing country - Economy - Opportunity for investors• The relationship with ASEAN• AFTA roles - Reducing tariff• Foreign Direct Investment growth
Elements that need by YTL
• Beliefs in aspects of history and business etiquettes.• Cambodia’s belief and religion.
Conclusionby Mohd Hafizi Abd Fatah
Since 1955
Thank You
Since 1995