Home   >   교민정보   >   캄보디아 투자   >   [캄보디아 투자] 캄보디아 진출 고려 시 검토해야 하는 주요사항

[캄보디아 투자] 캄보디아 진출 고려 시 검토해야 하는 주요사항

기사입력 : 2015년 02월 17일

질문 193. 해외사업 특히 캄보디아 시장에 진출여부를 결정하기 위해서 국가위험, 관련법령, 시장 규모, 기업환경, 문화 등 많은 것을 검토해야 하는데 가장 중요한 사항은 무엇인가요?

                    

답변

기업 성공의 가장 필수적인 요소(critical success factors)가 무엇일까를 위해 수많은 유수의 대학과 연구기관에서 학문적인 연구와 사례가 있어 왔으나 일반적으로 가장 중요하다고 인정되는 것은 시장조사(market survey)를 들 수 있습니다.

개인적으로 사업을 시작하는 경우는 물론이고 대기업조차도 면밀한 시장조사가 없이 몇몇 직원들이 출장을 와서 수박 겉 핥기식으로 본 출장 보고서만을 가지고 캄보디아 진출여부를 결정하는 경우를 많이 봐 왔다. 일단 시작을 하고 나서는 예상치 못한 점이 발견될 때 마다 많은 시간과 비용을 낭비하고 있는 일은 비일비재하다.

성공적인 기업들은 공통적으로 자신들의 고객과 경쟁자들에 관해 광범위한 지식을 갖추고 있다. 정확하고 특정한 정보를 얻는 것은 마케팅 계획을 위한 시장조사 및 개발에 있어 중요한 첫 단계이며, 정확한 시장평가와 개발은 신규 및 기존업체 둘 다에게 있어 중요하다. 시장은 기업활동의 모든 측면들에 영향을 주고 방향을 제시하며, 궁극적으로 비즈니스의 성공 또는 실패로 이끈다.

시장조사의 기본적인 내용은 고객의 요구와 수요에 이해하고, 고객의 요구를 충족시키는 제품 및/또는 서비스를 선택 또는 개발시키고, 고객이 제품/서비스를 인식할 수 있게 하는 프로모션 자료를 개발하고, 제품/서비스가 배달되도록 확실히 하는 것으로 아래와 같은 항목에 대한 면밀한 조사를 필요로 한다.

  1. 당신의 고객은 누구인가?
  2. 당신은 어떤 제품 또는 서비스를 판매하는가?
  3. 당신의 경쟁자는 누구인가?
  4. 당신이 목표로 하는 시장은 무엇인가?
  5. 당신의 유통채널은 무엇인가?
  6. 가격결정은 어떻게 할 것인가?
  7. 광고 및 판매촉진 방안은 무엇인가?

캄보디아는 경제규모나 소득수준은 매우 낮고 대부분의 기업들이 초보적인 수준으로 보여지므로 한국보다 사업하기가 쉽게 느껴진다. 많은 투자가들이 캄보디아를 얕잡아 보고 쉽게 진출을 결정하게 되는데 실제로 막상 시작하고 나서 후회를 하는 경우가 많다. 캄보디아에서 성공적인 사업을 위해서 다시 한번 시장조사의 중요성을 강조하고 싶다.

/ (세법관련질의) 우리회계법인 고동호 회계사 (dhkoh99@gmail.com)

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