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i THAI NGUYEN UNIVERSITY SOUTHERN LUZON STATE UNIVERSITY Socialist Republic of Vietnam Republic of the Philippines NGUYỄN THỊ SINH CHI (English Name: MARIA) Potential of Vietnam tea in the internation market TNU-SLSU, 2013 ii Potential of Vietnam tea in the internation market A RESEARCH PROPOSAL PRESENTED TO THE FACULTY OF GRADUATE SCHOOL SOUTHERN LUZON STATE UNIVERSITY LUCBAN, QUEZON, PHILIPPINES THAI NGUYEN UNIVERSITY S.R VIETNAM IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE DOCTOR IN BUSINESS ADMINISTRATION Name: Nguyễn Thị Sinh Chi English name: Maria Advisor: Dr Nelly L Mendoza 2013 iii ACKNOWLEDGMENT First, I would like to sincerely thank Dr Nelly L Mendoza who was dedicated to guide, encourage and help me overcome the difficulties in the course of study to complete my thesis I would like to express deep gratitude to the teachers of the SOUTHERN LUZON STATE UNIVERSITY lectured, contributed many valuable comments, help me a clearer orientation in the process of implementation and completion of the dissertation I also would like to thanks to the teachers of the International Graduate Study Programs have facilitated rapid help in terms of procedures, processes during the course of the dissertation I would like to thank to the Managing Board of University of Social Labor Affairs has facilitated support in terms of time for me to complete the course Please be affectionate towards friends, colleagues, was always encouragement, help and support me throughout the process of doing the thesis Sincerely thank Mr Phan Minh Thuy, Deputy Head of the legal department, Vietnam Chamber of Commerce and Industry (VCCI), Vietnamese enterprises were answer survey investigation, leaders of enterprises were willing to help and provide the data, documentation, figures related to the subject Finally, please send your profound gratitude to the loved ones of the family had be always side by side, encouragement and motivation helps me overcome difficulties to complete the thesis Sincere thanks! The Author Nguyen Thi Sinh Chi iv TABLE OF CONTENTS Chapter I: INTRODUCTION 1.1 Introduction 1.2 Background of the study 1.3 Statement of the problem 1.4 Significance of the study 1.5 Subject and scope of research 1.5.1 Subject of research 1.5.2 Scope of research 1.6 Definition of terms 1.6.1 Concept of strategy 1.6.2 Concept of the world market entry strategy Chapter II: REVIEW OF RELATED LITERATURE AND STUDIES 2.1 Significance of planning the world market entry strategy of a sector for development of national economy 12 2.2 The world market entry strategy planning 13 2.2.1 Determination of the world market entry target 13 2.2.2 Selection of the target market 14 2.2.2.1 Information collection for market selection 14 2.2.2.2 Methods for target market selection 15 2.2.2.3 Selection of methods to chose the target market 16 v 2.2.3 Analysis of competition 17 2.2.3.1 Analysis of business sector 17 2.2.3.2 Analysis of national competitive advantage 18 2.2.4 Analysis of competitiveness 20 2.2.5 Selection of competitive strategy 23 2.2.6 Selection of the world market entry methods 24 2.2.6.1 The world market entry from domestic production 24 2.2.6.2 The world market entry from foreign production 24 2.2.6.3 The world market entry in the free trade zone 25 2.2.7 Marketing Mix strategy planning 26 2.2.7.1 International product strategy 26 2.2.7.2 International pricing strategy 26 2.2.7.3 International distribution strategy 27 2.2.7.4 International promotion strategy 28 2.3 Research on experience lessons of successful tea exporting countries in the world and lessons learned for Vietnam 28 2.3.1 Research on experience lessons of tea exporting countries 28 2.3.1.1 Sri Lanka 28 2.3.1.2 Kenya 28 2.3.1.3 India 29 2.3.1.4 China 30 2.3.2 Lessons learned from Vietnam 31 vi Chapter III: RESEARCH METHODOLOGY 3.1 Methods of data collection, processing and analysis 32 3.1.1 Subjects of survey 32 3.1.2 Sources of data 32 3.1.2.1 Sources of secondary data 32 3.1.2.2 Source of primary data 33 3.1.3 Methods of data collection, processing and analysis 33 Chapter IV: PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA 4.1 Research on the production, export and import of tea in the world 35 4.1.1 General overview of the tea industry 35 4.1.1.1 The major products of the tea industry in the world trading 35 4.1.1.2 Standard Requirements for tea exports 36 4.1.1.3 Standard Requirements for tea exports 37 4.1.1.4 Analysis of competition in the world tea industry 37 4.1.2 The situation of production and export of tea and analyzes the competitive advantage of countries exporting tea 39 4.1.2.1 The situation in the world tea production 39 4.1.2.2 The situation in the world tea exports 41 4.1.2.3 Analysis of the competitive advantage of tea exporting countries 42 4.1.3 Tea import situation, analyze the factors that affect the size and price of imported tea and segment of the world market for tea products 46 vii 4.1.3.1 Overview of world tea import situation 46 4.1.3.2 Analysis of factors affecting import scale and import prices of tea importing countries 48 4.1.3.3 World market segments of tea products 49 4.2 The situation of Vietnam's tea production 54 4.3 The situation of Vietnam's tea export 55 4.3.1 In volume and export turnover 55 4.3.2 Regarding exports 55 4.3.3 Regarding export markets 56 4.3.4 About enterprises involved in exporting tea 59 4.4 The situation of the world market penetration of Vietnam tea 60 4.4.1 The objective of market penetration of the world in time for tea 60 4.4.2 Status of research activities tea export market and identify your target market63 4.4.3 Status of competitive strategy 64 4.4.4 Selection modes penetrate world markets 67 4.4.5 Status of strategic planning of the Vietnam Tea Marketing Mix 67 4.4.5.1 Strategy for Vietnam tea products 67 4.4.5.2 Strategy for Vietnam tea products 72 4.4.5.3 Distribution strategy for Vietnam tea products 73 4.4.5.4 Promotion strategy for Vietnam tea products 76 4.5 Assess the competitiveness of exporters Vietnam tea 76 4.5.1 The importance of these factors constitutes the competitiveness for Vietnamese tea export industry (determination of weights) 76 4.5.2 Analysis of the elements of Competitive capacity of exporters Vietnam tea 77 viii 4.5.2.1 Competitiveness of price 77 4.5.2.2 Competitiveness of governance capacity 78 4.5.2.3 Competitiveness of manufacturing technology 78 4.5.2.4 Competitiveness of human resources 79 4.5.2.5 Competitiveness of export organizations 80 4.5.2.6 Competitiveness of developing business relationships 80 4.5.2.7 Competitiveness in research and development 80 4.5.2.8 Competitiveness of marketing 81 4.5.2.9 Competitiveness of financial 82 4.5.2.10 Competitiveness of handling trade disputes 82 4.5.2.11 Competitiveness of the brand 82 4.5.3 Integrated assessment of Competitive capacity of exporters Vietnam tea 83 4.6 SWOT Analysis of Vietnam's tea export 84 CHAPTER V: FINDINGS, CONCLUSIONS AND RECOMMENDATIONS 5.1 Strategic goal of penetrating the world market for Vietnam's tea products in 2020 …89 5.2 Viewpoints development of Vietnam's tea exports in 2020 91 5.3 Strategic Options for Vietnam's tea export 92 5.3.1 These strategies can be applied to Vietnam's tea industry 93 5.3.2 The strategic option for the Vietnamese tea industry 94 5.3.2.1 For types of black tea packaged in kg black tea Type 95 5.3.2.2 For types of green tea Pack on3 kg 98 ix 5.3.2.3 For types of black tea packing under kg under kg Pack black tea 100 5.3.2.4 For types of green tea packaging under kg packaged green tea Type 102 5.4 Marketing Mix Strategy for tea export products of Vietnam 104 5.4.1 Strategy for Vietnam tea products 104 5.4.2 Pricing strategy for Vietnam tea products 105 5.4.3 Distribution strategy for Vietnam tea products 106 5.4.4 Promotion strategy for Vietnam tea products 107 5.5 The implementation of strategic solutions penetrate the world market for Vietnam'stea products in 2020 108 5.5.1 The main solution 108 5.5.1.1 Manufacturing solutions 108 5.5.1.2 Processing solutions 111 5.5.1.3 Solutions to improve capacity planning, implementation strategy 111 5.5.1.4 Solution for research and development 112 5.5.1.5 Solution of branding for Vietnam tea products 113 5.5.1.6 Solutions to build linkages between actors in the value chain of the tea industry.114 5.5.2 The solution supports 115 5.5.2.1 Solution of training and development of human resources 115 5.5.2.2 Financial Solutions 116 5.6 Recommendations 116 5.6.1 For State 116 5.6.1.1 The policy plannings resource development raw material 116 5.6.1.2 The policy to support the development of export markets 117 x 5.6.1.3 Improve policies and methods of management of the tea industry and tea quality control 119 5.6.1.4 The policy to encourage and support other 119 5.6.2 For the Vietnam Tea Association 120 5.6.3 For Businesses 121 CONCLUSION 123 REFERENCES 125 APPENDIX 128 LIST OF SYMBOLS AND ABBREVIATIONS Abbreviation Symbol EFW Economic Freedom of the World GAP Good Agricultural Practice GCI Global Competitive Index GDP Gross Domestic Product HACCP Hazard Analysis and Critical Control Point System IGG Intergovernmental Group on Tea RCA Revealed Comparative Advantage SWOT Strengths, Weaknesses,Opportunities, Threatens 170 APPENDIX 11: Segment characteristics Rate of increase of average import volume in the period 2008-2012, the rate of % of imports compared to the world and the proportion of imported tea assortment (%) Norm The rate Indicator rate of increase of imported tea output 2.2 The speed output of green tea import package under kg 5.7 The speed output of green tea in bulk form imported over 7.3 Speed output black tea import package under kg 3.0 The speed output as black tea imports left on kg -6.3 The rate of imports of segment compared to the total output of the 1.7 world's imports The rate of output rate the average imports of each country relative to 0.1 the total output of the world's import Import proportion green tea under kg country's average 16.0 Proportion of imported green tea on average kg of each country 8.1 imported Density of black tea under kg and the average each country 49.5 Density of black tea imports on average kg of each country 26.4 Density of the average green tea imports of each country 24.1 Proportion of black tea imports an average of country 75.9 Source: calculations by the author The proportion of output, the overall volume and price of imports according to each type of tea and according to group export countries (average 2008-2012) Type of tea Green tea under kg Export country group The proportion according 50.5 17.2 0.2 0.6 12.8 4.5 to turnover (%) The proportion by 42.0 12.9 0.4 0.8 13.6 5.0 volume (%) The average import price 16.3 16.5 11.1 15.2 15.1 15.4 of Green Density of in turnover 55.9 8.7 0.7 1.1 2.5 2.6 tea on (%) kg The proportion by 42.1 5.2 1.7 2.3 2.2 1.1 volume (%) The average import price 12.1 16.3 7.0 7.4 14.0 14.2 of Black Density of in turnover 63.7 7.8 0.2 0.3 10.5 3.8 (%) tea proportion by 54.5 6.3 0.6 0.9 10.9 5.3 under The volume (%) kg The average import price 13.0 18.0 8.6 8.5 12.5 12.1 of Black Density of in turnover 41.7 9.8 3.8 1.9 2.5 1.2 3.2 0.0 24.5 0.0 9.6 13.8 24.6 0.1 40.2 0.0 7.4 13.0 12.8 0.0 20.6 0.0 7.0 8.9 34.7 0.9 171 tea on (%) The proportion by 39.2 7.9 3.4 kg volume (%) The average import price 13.5 18.1 5.1 Source: Author's calculations 3.4 1.5 0.5 36.1 1.0 4.8 14.0 11.5 4.5 2.7 Some of the characteristics of market segmentation 2: • For this type of black tea packing under kg (HS 090240) and green tea packing under kg (HS 090210) Type black tea packing under kg as import tea type of segment 2, up 49.5% of imported tea Rate of increase in the scale of this tea imports reached average 3.0% per year Types of green tea packaging under kg of imported tea is ranked # in this segment, accounting for 16% of the production is imported with the import increase rate reaching an average of 5.7% per year Two types of this tea is imported from many groups of different exporting countries Specifically, under 3kg black tea is imported mainly from countries in Group (54.5% of imports), Group (20.6%), Group (up 10.9%) , Group (6.3%) Under 3kg Green tea is imported from Group (accounting for 42% of imports), Group (24.5%), Group (13.6%),Group (12.9%) Price of imported of two types of this teais very high Specifically import prices only at high levels (above 9.5 usd / kg), black tea for less than 3kg, accounting for 77% of imports and less than 3kg of green tea, accounting for 99.2% of import border Thus it can be said, even though this segment is small compared to the other market segment, but this segment of the market acceptance import many kinds of tea products, especially specialty teas, and brand high prices • For this type of black tea packing on kg (HS 090240) and green tea packing on kg (HS 090210) Type of black tea on kg of imported tea was the 2nd of segment 2, accounting for 26.4% of imported tea Rate of increase in the scale of this tea imports decreased in average 6.3% annually Types of green tea on kg is the type of tea imports in this segment, accounting for 8.1% of imports at a rate of increase of imports in an average 7.3% per year Two types of this tea is imported primarily from the countries belonging to Group and group For this type of black tea on kg, imports from countries belonging to the Group accounted for 39.2% of imports, from Group accounted for 36.1% For this type 172 of green tea on kg, imported from Group accounted for 42.1% of imports and from Group accounted for 40.2% There is a very special point with regard to import prices of two types of tea from this export country Group 2, import from Group with a very high price, but imported from the Group of has a much lower price Specifically black tea prices above kg imported from Group to average 13.5 usd/kg as compared from Group is 4.5 usd/kg (3 times) Green tea on kg imported from an average Group 12, 1usd/kg higher, nearly two times higher than the import prices from Group So could see the market segment for types of tea consists of two products very clearly, a type of tea products to medium and a high-tea assortments, specialty tea, high prices 173 APPENDIX 12: Segment characteristics Rate of increase of average import volume in the period 2008-2012, the rate of % of imports compared to the world and the proportion of imported tea assortment (%) Norm The rate Indicator rate of increase of imported tea output 7.8 The speed output of green tea import package under kg 10.4 The speed output of green tea in bulk form imported over 5.6 Speed output black tea import package under kg 1.8 The speed output as black tea imports left on kg 6.5 The rate of imports of segment compared to the total output of the 3.1 world's imports The rate of output rate the average imports of each country relative to 0.2 the total output of the world's import Import proportion green tea under kg country's average 5.9 Proportion of imported green tea on average kg of each country 11.3 imported Density of black tea under kg and the average each country 39.0 Density of black tea imports on average kg of each country 43.5 Density of the average green tea imports of each country 17.2 Proportion of black tea imports an average of country 82.5 Source: calculations by the author The proportion of output, the overall volume and price of imports according to each type of tea and according to group export countries (average 2008-2012) Type of tea Green tea under kg The proportion according to 24.8 2.1 turnover (%) The proportion by volume 19.2 1.0 (%) The average import price of 14.1 20.2 Green Density of in turnover (%) 21.4 2.5 tea on The proportion by volume 12.5 0.6 kg (%) The average import price of 13.2 19.8 Black Density of in turnover (%) 15.4 0.3 The proportion by volume 12.4 0.1 tea under (%) The average import price of 11.5 14.2 kg Black Density of in turnover (%) 16.7 1.1 The proportion by volume 14.7 0.0 tea on (%) kg The average import price 9.8 12.5 Source: Author's calculations Export country group 0.2 1.1 11.5 27.1 29.3 0.1 0.2 3.7 11.6 23.2 37.3 0.0 9.2 0.3 0.2 8.7 4.5 4.3 9.1 5.7 2.9 8.3 0.5 2.7 6.9 3.8 2.9 9.5 12.1 5.5 11.5 26.6 36.7 0.2 11.5 22.3 39.6 0.1 5.5 6.2 5.6 2.8 4.8 13.8 3.5 12.5 2.7 2.0 1.5 3.0 4.7 10.8 3.2 7.0 13.4 8.8 9.7 0.7 61.8 0.4 75.5 - 11.6 5.4 8.6 56.4 2.1 56.3 2.6 5.8 174 Some of the characteristics of market segmentation 6: • For separate black tea types, packing on kg (HS 090240) This is the type of tea imported mainly by segments 6, representing up to 43.5% of imported tea Rate of increase in the scale and import this tea is very high, up to 6.5% per year This tea was imported from the countries of the Group of (amounting to 56.3% of imports), followed by Group (14.7%) and Group (12.5%) Reviews the Group's imported tea market in the average price of imported tea, on average below 3.2 usd/kg amounting to 61.1% of imports The price of tea imports at a high level (over 9.5 usd/kg) accounted for 16.2% of imports This is the market segment with high growth rate (6.5% per year) so this is also a very promising market • For this type of black tea packing under kg (HS 090230) This is the type of tea imports accounted for two of the segment 6, representing 39% of imported tea Rate of increase in the scale of this tea imports reached 1.8% per year.This tea is imported from many countries in the Group of (accounting for 39.6% of imports), Group (accounting for 22.3%), Group (12.4%), Group (11.5%) So could see this market segment of tea imported from many different national groups with import prices from an average or above and no national Group would keep its dominant position of this segment In particular the import prices in the range of 5.4-5.6 usd/kg accounted for 53.8% of imports, import prices at a high level (over 9.5usd/kg) make up 34.8% That suggests this market segment to accept so many products of different quality, tea, different brands • For this type of green tea Pack on kg (HS 090220) This is the type of tea imports a third of the segment 6, representing 11.3% of imported tea Rate of increase in the scale of this tea imports totaled 5.6% per year This tea is imported mainly from the countries of the Group of (amounting to 75.5% of imports) with the average import price in the medium high (5.5usd/kg) This is a national Group of exports accounted for the dominant position in this market segment That suggests this is the market segment has a fairly high concentration level In addition there is a small part of the output and import of this market segment is the high price of tea products (over 9.5usd/kg) accounted for 16.4% So to see this market segment to import quality tea products from the average level over and over 16% of the 175 imported high-quality tea But with the level of concentrate imported from countries Group, should the level of competition will be very fierce when penetrated by category is similar to the Group of countries • For this type of green tea packaging under kg (HS 090210) This is the type of tea imports peaked at the end of the segment, representing 5.9% of imported tea Rate of increase in the scale of this tea type import very high at an average 10.4% per year This tea is imported from many different national Groups, namely: import from countries belonging to the Group of accounts for 37.3% of import, Group accounting for 23.2%, Group captured 19.2%, Group accounted for 11.6% The price of tea imports at a high level (over 9.5usd/kg) accounted for 43.4% of imports and makes up 54.1% import turnover That shows the categories of imported tea are very diverse in type, quality, of fame 176 APPENDIX 13: Segment characteristics Rate of increase of average import volume in the period 2008-2012, the rate of % of imports compared to the world and the proportion of imported tea assortment (%) Norm The rate Indicator rate of increase of imported tea output 5.1 The speed output of green tea import package under kg 11.1 The speed output of green tea in bulk form imported over 7.3 Speed output black tea import package under kg 16 The speed output as black tea imports left on kg 4.9 The rate of imports of segment compared to the total output of the 4.6 world's imports The rate of output rate the average imports of each country relative to 0.5 the total output of the world's import Import proportion green tea under kg country's average 35.7 Proportion of imported green tea on average kg of each country 51.3 imported Density of black tea under kg and the average each country 10.0 Density of black tea imports on average kg of each country 3.0 Density of the average green tea imports of each country 87.0 Proportion of black tea imports an average of country 13.0 Source: calculations by the author The proportion of output, the overall volume and price of imports according to each type of tea and according to group export countries (average 2008-2012) Type of tea Green tea under kg The proportion according to 6.0 turnover (%) The proportion by volume 4.2 (%) The average import price of 13.2 Green Density of in turnover (%) 0.3 tea on The proportion by volume 0.2 kg (%) The average import price of 4.9 Black Density of in turnover (%) 25.5 The proportion by volume 15.3 tea under (%) The average import price of 7.7 kg Black Density of in turnover (%) 11.7 The proportion by volume 12.1 tea on (%) kg The average import price 2.6 Source: Author's calculations 1.2 Export country group 1.8 6.4 3.0 0.0 79.9 0.0 0.2 3.3 17.9 2.5 0.0 70.5 0.0 5.7 2.0 0.2 1.2 0.0 0.0 1.5 0.1 0.1 4.1 0.0 0.0 3.1 1.0 0.0 3.3 3.0 94.3 95.8 - 5.1 1.5 16.7 3.0 10.2 8.0 1.5 0.3 0.1 1.6 1.0 0.9 6.1 2.5 1.6 1.6 50.1 1.0 57.2 0.6 4.1 1.7 4.6 5.3 4.4 3.5 3.5 5.1 1.0 3.0 1.2 0.4 3.0 0.8 5.0 0.7 69.1 73.6 - 1.8 0.4 3.0 13.9 7.7 2.6 5.1 - 177 Some of the characteristics of market segmentation 7: • For this type of green tea packaging under kg (HS 090210) and green tea pack on kg (HS 090220) Type of green tea pack on kg as import tea type of segment 7, makes up 51.3% of imported tea Rate of increase in the scale of this tea imports reached high 7.3% per year Types of green tea packaging under kg is the type of tea imports in this segment, accounting for 35.7% of imported with the import increase rate very high average 11.1% per year Two types of this tea is imported mainly from the countries of the group of Specifically, the imported green tea on kg from group constitute up to 95.8% of imports, with the average import price in the lowest level compared with other segments (1.6usd/kg) Green tea packaging under kg imported from group also makes up 70.5% of imports, with the average import price is 3.3usd/kg The high-priced tea production accounts for a very low rate (from 13% of imports), which shows the kind of product of tea imports in this segment so there is diversity So in this market segment, the group of countries accounted for dominance of the market at very low prices, imported products without such diversity, barriers to join this market segment is very high and the competition on price very fierce • For this type of black tea packing under kg (HS 090230) and black tea plays the package on kg (HS 090240) Type black tea under kg of imported tea was the third of segment 7, accounting for 10% of imported tea Rate of increase in the import of this tea type scale in very high average, 16.8% per year Types of black tea on kg is the type of tea imports in this segment, accounting for 3% of imports at a rate of increase of imports in an average 4.9% per year Two types of this tea are imported mainly from the countries of the Group of In particular, imports of black tea on kg from Group to 73.6% of imports, with the average import price is low (2.6usd/kg) Black tea packing under kg imported from Group also makes up 57.2% of imports, with the average import price is 3.5usd/kg The imported tea product (on 9.5usd/kg) takes up insignificant proportions, from which shows product type imported tea in this segment so there is diversity 178 APPENDIX 14: Some statistical indicators tea import prices for each market segment Segment Medium Highest Lowest Price tea (HS 0902) Price of green tea packed in 3kg (HS 090 210) Price on 3kg bulk green tea (HS 090 220) Price under 3kg pack of black tea (HS 090 230) Price on 3kg bulk black tea (HS 090 240) 7.4 6.5 269.5 258.4 7.6 Segment 0.3 0.3 Variabl e range 269.2 258.2 Standard deviation 18.9 16.3 217.0 0.2 216.8 18.8 7.3 500.0 0.5 499.6 21.9 9.6 307.2 0.3 306.9 23.4 Medium Highest Lowest Price tea (HS 0902) Price of green tea packed in 3kg (HS 090 210) Price on 3kg bulk green tea (HS 090 220) Price under 3kg pack of black tea (HS 090 230) Price on 3kg bulk black tea (HS 090 240) 8.7 15.7 503.3 326.7 0.0 0.2 Variabl e range 503.3 326.5 Standard deviation 26.6 27.2 7.6 527.0 0.4 526.6 31.9 12.6 503.3 0.2 503.1 24.8 4.9 491.0 0.2 490.8 31.8 Segment Medium Highest Lowest Price tea (HS 0902) Price of green tea packed in 3kg (HS 090 210) Price on 3kg bulk green tea (HS 090 220) Price under 3kg pack of black tea (HS 090 230) Price on 3kg bulk black tea (HS 090 240) 2.8 5.7 491.5 189.0 0.0 0.2 Variabl e range 491.5 188.8 Standard deviation 27.7 24.4 3.3 128.0 0.2 127.8 16.2 3.1 491.5 0.3 491.2 38.0 2.5 306.3 0.2 306.1 24.4 179 Segment Medium Highest Lowest Price tea (HS 0902) Price of green tea packed in 3kg (HS 090 210) Price on 3kg bulk green tea (HS 090 220) Price under 3kg pack of black tea (HS 090 230) Price on 3kg bulk black tea (HS 090 240) 2.4 4.0 1256.0 657.0 3.2 Segment 0.0 0.3 Variable range 1256.0 656.7 Standard deviation 51.2 45.1 229.0 0.2 228.9 16.2 3.6 405.0 0.2 404.8 25.1 2.3 289.0 0.2 288.8 16.4 Medium Highest Lowest Price tea (HS 0902) Price of green tea packed in 3kg (HS 090 210) Price on 3kg bulk green tea (HS 090 220) Price under 3kg pack of black tea (HS 090 230) Price on 3kg bulk black tea (HS 090 240) 2.3 5.5 657.5 645.3 0.1 0.3 Variable range 657.5 645.0 Standard deviation 35.5 32.2 2.6 562.9 0.2 562.8 50.5 5.3 470.7 0.2 470.5 27.5 1.9 264.7 0.2 264.5 15.9 Segment Medium Highest Lowest Price tea (HS 0902) Price of green tea packed in 3kg (HS 090 210) Price on 3kg bulk green tea (HS 090 220) Price under 3kg pack of black tea (HS 090 230) Price on 3kg bulk black tea (HS 090 240) 5.1 9.2 465.0 329.5 0.1 0.2 Variable range 464.9 329.3 Standard deviation 20.7 24.4 327.0 0.3 326.7 27.8 5.6 827.5 0.2 827.3 28.3 3.2 395.0 0.2 394.8 23.3 180 Segment Medium Highest Lowest Price tea (HS 0902) Price of green tea packed in 3kg (HS 090 210) Price on 3kg bulk green tea (HS 090 220) Price under 3kg pack of black tea (HS 090 230) Price on 3kg bulk black tea (HS 090 240) 1.7 1.7 239.6 134.8 1.6 Segment Price tea (HS 0902) Price of green tea packed in 3kg (HS 090 210) Price on 3kg bulk green tea (HS 090 220) Price under 3kg pack of black tea (HS 090 230) Price on 3kg bulk black tea (HS 090 240) 0.1 0.4 Variabl e range 239.6 134.5 Standard deviation 16.0 19.4 137.3 0.2 137.1 13.7 3.6 114.5 0.2 114.3 13.9 2.7 239.6 0.2 39.4 22.0 Medium Highest Lowest 2.9 5.2 1067.0 288.0 0.1 0.2 Variabl e range 1066.9 287.7 Standard deviation 30.1 20.9 3.1 285.0 0.2 284.8 20.6 4.7 578.5 0.4 578.1 21.6 2.4 348.9 0.3 348.6 15.1 Source: Author's calculations 181 APPENDIX 15: countries with the highest import price tea in 2008-2012 (USD / kg) The Countries 2008 2009 2010 2011 order Norway 12.8 13.5 14.4 15.9 Republic of 9.4 12.6 12.3 11.8 Cyprus Sweden 9.0 9.9 9.3 8.9 Finland 9.3 12.4 12.7 6.8 Estonia 8.3 8.4 9.5 10.4 The World 2.4 2.6 2.8 3.1 Source: United Nations Commodity Trade Statistics Database 2012 Average 16.7 9.0 14.7 11.0 12.6 7.9 12.1 8.2 9.9 9.8 9.7 3.8 countries import green tea packed under kg with the highest prices in 2008-2012 (USD/kg) The order Countries 2008 2009 2010 2011 2012 Average Swiss 16.5 13.9 20.2 23.4 Sweden 17.7 14.9 14.8 16.8 Norway 13.4 16.9 19.5 19.0 Macedonia 13.7 16.3 14.9 15.6 Singapore 10.0 13.7 14.6 14.1 The World 5.5 5.9 6.4 6.5 Source: United Nations Commodity Trade Statistics Database 31.4 16.6 10.8 14.4 9.6 11.0 21.1 16.2 15.9 15.0 12.4 7.1 countries bulk green tea importers with highest prices in 2008-2012 (USD/kg) The Countries 2008 2009 2010 2011 order Argentina 11.6 12.3 12.8 12.6 Republic of 17.3 11.5 12.4 10.9 Cyprus Finland 2.8 3.3 14.2 16.6 Canada 3.8 11.7 11.9 13.9 Danish 5.0 4.9 9.6 11.0 The World 3.0 3.3 3.6 4.5 Source: United Nations Commodity Trade Statistics Database 2012 Average 13.8 7.2 12.6 11.9 13.5 6.9 17.2 2.2 10.1 9.6 9.5 5.3 182 countries import black tea packed under kg with the highest prices in 2008-2012 (USD/kg) The order Countries 2008 2009 2010 2011 2012 Average Norway 13.4 13.9 15.1 16.0 Portugal 11.4 11.5 11.0 11.3 Republic of 9.8 13.8 15.4 15.3 Cyprus Swiss 10.0 11.3 10.8 10.7 Finland 13.1 12.4 6.0 5.3 The World 5.0 4.7 5.0 5.3 Source: United Nations Commodity Trade Statistics Database 19.4 27.0 16.0 15.6 14.4 14.1 14.2 6.8 9.9 11.4 8.7 6.0 countries bulk black tea importers with highest prices in 2008-2012 (USD/kg) The Countries 2008 2009 2010 2011 order Norway 10.6 10.5 9.0 10.8 Republic of 6.0 13.3 12.0 12.3 Cyprus Estonia 10.9 8.1 11.8 9.9 Danish 3.9 7.7 8.1 7.5 Finland 2.4 12.7 13.5 4.2 The World 2.1 2.3 2.3 2.6 Source: United Nations Commodity Trade Statistics Database 2012 Average 15.6 11.2 11.3 11.0 10.0 15.0 5.1 6.4 10.1 8.4 7.6 3.1 183 CURRICULUM VITAE I Personal Information Name: Nguyen Thi Sinh Chi- Maria Birthday: 08 – 04 – 1974 Birthplace: Hanoi – Viet Nam Citizenship: Vietnamese Religion: Buddhist Nationality: Viet Nam Home address: No 189/98 Nguyen Ngoc Vu Street, Trung HoaWard, Cau Giay District, Ha Noi Viet Nam Tel No.: Home (0084.4)62661.488 Office: (0084.4)35568832 Email: sinhchi08@yahoo.com Civil Status: Parents: - Father: Nguyen Trong Tuong 71 year old - Mother: Phan Thi Vui – 65 year old Spouse's name (if any): Nguyen Anh Tan – Lecturer - University of Labour and Social Affairs Children: - Daughter: Nguyen Chi Mai – Pupil - Son: Nguyen Tan Khanh Nam – Pupil II Educational Qualification - Year 1994 - Hanoi Pedagogical University 1, bachelor - Year 2004 - Military Technical Academy, Master of Engineering III Civil service, eligibility and Government Licensure, Examination IV Experiences - 2/1995– now : Lecturer Employee: University of Labour and Social Affairs (Under Ministry of of Labour, Invalids and Social) 184 ... of the Vietnam Tea Marketing Mix 67 4.4.5.1 Strategy for Vietnam tea products 67 4.4.5.2 Strategy for Vietnam tea products 72 4.4.5.3 Distribution strategy for Vietnam tea products... products of Vietnam 104 5.4.1 Strategy for Vietnam tea products 104 5.4.2 Pricing strategy for Vietnam tea products 105 5.4.3 Distribution strategy for Vietnam tea products... planning for Vietnam tea products until 2020, potential of Vietnam tea in the internation market, from which it proposes the world market entry strategy for Vietnam tea products to help Vietnamese tea-exporting