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Sale Strategy of SMEs

Sale Strategy of SMEs

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Published by Hong Kheng
Sale Strategy of SMEs
Sale Strategy of SMEs

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Published by: Hong Kheng on Oct 07, 2013
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33
Fox Business Journal
[2013]
 
Fox Business Journal 
 
www.foxbusinessjournal.com
Sale Strategies of Small and Medium Enterprises inCambodia: A Comparative Analysis
Dr. Kao Kveng Hong
*
ABSTRACT
Small enterprises (SEs) and medium enterprises (MEs) had the common, and also the different  sale and marketing strategies. The sale strategies used by the surveyed small and mediumenterprises in the study area are broadly classified into four categories, i.e., sales strategiesduring the special periods, push and pull sales tactics, sales strategies of creation of activitiesand participation in different events, and sales strategies in the form of incentives to sales staff. During the special periods, in most of the cases of sales strategies used by the SMEs, significant differences were found on their sales expectations. Medium enterprises were found to be morebenefitted from the sales strategies compared to small enterprises during the special periods.Though both small and medium enterprises were using push and pull sales tactics in the studyarea but the percentage of medium enterprises following different push and pull sales tacticswas more compared to small enterprises. In terms of creation of activities and participation inevent, the percentage of medium enterprises using these strategies was also more as compared to small enterprises. Similarly, the more percentage for medium enterprises provided different  sales incentives to the staff compared to small enterprises to motivate the staff, and to increasetheir sales. Both small and medium enterprises were flexible on their sales strategies in order tocompete with each other in the market. But medium enterprises were found to be better off inusing different sales strategies compared to small enterprises.
* Research Scholar, Professor at Angkor Khemara University, Cambodia.
1. Introduction
Small and Medium Enterprises (SMEs) contributeto economic growth, develop social infrastructure,create employment opportunities and help inregional and local development of an economy(Scupola, 2001). But, most SMEs lack technicalexpertise (Barry and Milner, 2002), and adequate
 C
apital for making technological improvements(Barray and Milner, 2002; Raymond, 2001). At thesame time, many SMEs suffer from inadequateorganizational planning and sales strategies (Tettehand Burn, 2001; Miller and besser, 2000). SMEsare different from large enterprises in terms of thescope of the products or service varieties available
 
34
Fox Business Journal
[2013]
 
Fox Business Journal 
 
www.foxbusinessjournal.comto the customers (Reynolds et al., 1994; Afzal,2007). The essential characteristics and salesstrategies of SMEs are also different from largeenterprises. In this regard, Westhead and Storey(1996), and Hill and Stewart (2000) mentioned the
key issue as “Uncertainly” which originates from
the lack of control over external environment,
 better to say “The Market and Sales Environment”
and consequently, this is an external factor thatcharacterizes small organizations. Due to lack of control over market place and the externalenvironment, SMEs mostly set and run short term policies and strategies, including sales strategies,which enable them to change the strategieswhenever necessary by looking to the marketsituation. But such short scenarios lead touncertainty (Afzal, 2007).Cambodia has made considerable progress with thedismantling of the political and militaryorganization of the Khmer rouge and their integration into mainstream of the society. TheRoyal Government has achieved tangible results by
implementing the “Triangle Strategy”. Almost four 
years of its darkness period in history andemerging in January 1997, from below zerogrowth, the country bounced back to normalcy andrebuilt the destroyed institutions and capacities invarious fields in 1993. Faster development couldtake place with resumption of long denying of external assistance (CDC, 2002).The government of Cambodia has commencedstrong effort through various reforms in theeconomy from 1980s and extended to a dramaticturning point in 1989, when the country was at thestate economy and turned to free market economy.The enterprises owned by the state were privatized.The government increased motivation to local andforeign private investment. The price control was blocked and private property rights were restored.Large number of foreign direct ventures, mainlyfrom
 
Asian
 
countries
 
followed
 
 by
 
Europe andUSA, grew in the country after the free election in1993 (Economics Watch, 2007). Governmentforum on privates sector on August 20, 2004 had been prepared to reduce the bureaucracy andcorruption. In October 2004, Cambodiasuccessfully became a member of World TradeOrganization (WTO) after 10 years of negotiationsand preparations of legal frameworks to complywith the standard level (WTO, 2006). Based onKey economic indicators produced by NationalInstitute of Statistics (NIS) and projected byEconomic Institute of Cambodia (EIC) in April2007, percentage contribution of industrial sector in Cambodia economy had increased from 12.5 in2003 to 17.1 in 2006 while in service sector it hadincreased slightly from 8.6 to 10.4 percent in thesame year. In 2006, Cambodia enjoyed doubledigit economic growth at an expected rate of 10.4 percent, and this was achieved after 13.4 percentgrowth in 2005 and 10percent in 2004. Micro,small and medium enterprises accounted for 99 percent of firms by consuming 45percent of employment from labor force market (ADB, 2006).The growth was mainly boosted by the continuousexpansion of garment exports, which were stronglysupported by US and EU. In spite of the sharpincreases in the prices of oil and other importedinputs, there has been considerable improvement inthe construction activities, and also the arrivals of the tourists in the country have increased to a largeextent.In August 2004, an SME subcommittee wasestablished by decision No.46SSR (Code number of the decision) consisting of mine Ministries andChamber of Commerce who were to play anessential role in proposing necessary measures toraise up the implementation of policy and programto act in accordance with Rectangular Strategy of the government notably in the area of privatesector development by developing competitiveadvantage for SMEs and proposing incentive policies, and developing activity plan to promote
 
35
Fox Business Journal
[2013]
 
Fox Business Journal 
 
www.foxbusinessjournal.comand develop SMEs (SMEs Secretariat, 2005 &2006). The government has been trying to takediverse actions to ensure the smooth growth of thesector. Rectangular Strategy, which was proposed by the government at the beginning of its thirdterm in July 2004, stated enhancing SMEs as oneof the actions towards improvement andmotivation of the private sector development andemployments generation. So, the important of SMEs is not just contributing to solve theeconomic issues but also eradicating social problems in the whole country (Sen, 2004).Besides this, Asian Development Bank (ADB) in2006 pointed out four main barriers, such as SMEdevelopment framework, business registration, business license system and assessment of financeto limit the growth. ADB used to solve this problem by working in cooperating with thegovernment to strengthen banking supervision,supporting money and interbank marketdevelopment, creating a legal framework insupporting money and interbank marketdevelopment, creating a legal framework insupport of cooperate borrowing, including a bodyof civil commercial law and system, securetransaction and account standard, and supportinginvestment in long term development of humancapacity (ADB, 2006).Beside the above issue, SMEs have confrontedmany problems as well. Based on the study of Cambodia Development Resource Institute (CDRI)in 2002, the SMEs in the country faced aggressivecompetition with imported products, and sales withdumping prices because of the smuggled productsfrom Thailand and Vietnam. The government has been trying to check the smuggling activities in theconsumer products. Another problem is thatthough the production costs of the domestic products were very low, but the wholesalers, because of their dominance, bought the productsfrom the SMEs at lower prices, and sold the products at higher prices in the market and gotmore profit. Consequently, the SMEs were thelosers. Furthermore, because of the fluctuation of exchange rates of Thai Bath and Vietnamese Dongin terms of Cambodian Riel, very often, there wereincreases in the prices of consumer products in thecountry (CDRI, 2012). In addition, due to lack of skill and no updated technology, the local SMEswere facing problems to produce the outputs tomeet the quality standard of the market. The SMEslocated far from the city could not compete in themarket because of their high cost of production andlong distance to bring the products to sell in themarket, another problem was that the cost of marketing of the SMEs, i.e., advertising cost, wasvery expensive (ibid). In spite of many sales problem, the SMEs in the country were usingdifferent kinds of sales strategies to compete eachother, and finally to increase their sales volume.
2. Review of Literature
Sales strategy is the planning of sales activities,such as methods of reaching clients, getting thecompetitive differences and utilization of availableresources. A strategic selling is a carefullyconceived plan that is needed to accomplish a salesobjective. Tactics involve the day-to-day selling: prospecting, sales process, and follow-up. Thetactics of selling are very important but equallyvital is the strategy of sales (Zahorsky, 2007).Zahorsky developed his triple-tiered sales strategyof SMEs as: Tier 1: Association, Tier 2: Suppliersand Tier 3: Customer. These three approaches areimportant to understand the customers by lookingat client and outside influences on the business.The insight gained for a competitive advantagecomes from the marketplace not from the mind.Rana had studied on the sales strategies of smallenterprises of two countries, namely, US andPakistan. According to her, the sales strategy weredivided into four components: internal traits of salespeople, the interaction of salesperson and thecustomer in the sales day, the sales techniques used

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