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FOREIGN TRADE UNIVERSITY Faculty of English For Specific Purposes -*** An overview of Vietnam’s export in agricultural and aquatic products in 2016 Group No.1.2 – Topic Lecturer: Phan Kim Thoa Hanoi, 2nd May, 2017 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com DANH SÁCH THÀNH VIÊN STT Họ tên MSSV Nguyễn Thị Huế 1411110264 Nguyễn Thị Diệp Chi 1411110089 Bùi Hạnh Loan 1411110406 Nguyễn Phương Mai 1410110925 Đào Thị Nhung 1411110502 Phan Thị Quỳnh Phương 1411110523 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CÔ NHẬN XÉT: THIẾU PHẦN NGUYÊN NHÂN (MỤC 3), CẦN BỔ SUNG I Overview of Vietnam’s exports in agricultural and aquatic products .4 Introduction to Vietnam’s export in agriculture and aquatic products 1.1 Concept 1.2 The role of export 1.3 The role of export products in agriculture and aquatic in the domestic economy ……………………………………………………………………………………… The export markets and features of Vietnam agricultural and aquatic products II 2.1 The export markets of agricultural and aquatic products 2.2 Features of agricultural and aquatic products of Vietnam .6 Vietnam’s export in agricultural and aquatic products in 2016 .7 General situation about the export in agricultural and aquatic products .7 1.1 The turnover 1.2 The products 1.3 The market Major agricultural and aquatic exporting products in 2016 10 III 2.1 Aquatic products 10 2.2 Rice .10 2.3 Coffee 12 2.4 Tea 14 Solutions to promote the export of agricultural and aquatic products 14 Raise awareness about the integration for businesses and businessman, 14 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Market analysis, marketing and market development 15 Improving the export sources 17 Branding for agricultural and aquatic products 18 Abstract In the era of industrialization and modernization, export plays an essential role in every countries ‘economy Through export, countries shall exploit their advantage in international division of labor, open up international economic opportunities, creates favorable conditions for economic development and restructuring the economic in order to create more job opportunity Therefore, Vietnam’s export activities are vital to the development of the economy for the cause of industrialization and modernization of the country Vietnam is a developing agricultural country, thus, export of agricultural and aquatic products take up a major part for the economic, creating favorable conditions for the industries to develop This following report will give an overview about the state of exports in agricultural and aquatic products, as well as provide solution to overcome difficulties Key word: exports, agricultural and aquatic products, development of the economy LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Background Agricultural and aquatic products are fundamental goods that meets up to daily needs of people For this reason , agricultural and aquatic products has increased as in both of quantity and quality In prior to international economic integration, Vietnam is promoting the export production and of agricultural and aquatic products to all country over the world, occupying important positions in the national economy With such important role, exports in agricultural and aquatic products have been identified as “ thrusting industrial” in Vietnam’s economic development plan However, the export of these items still face many challenges that requires businesses and famer to find solutions Therefore, we have selected the topic "An overview in the export of agricultural and aquatic products in Vietnam" to examine LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Research Methodolody The paper uses combined methods such as: data collection, deductive method, analysissynthesis method, comparative method Due to the shortage of thorough knowledge and practical understanding, this paper has some limitations We expect to receive constructive ideas and precious comments to make the research better in future work Outline Chapter 1: Introduction to Vietnam’s export in agriculture and aquatic products Chapter 2: Vietnam’s export in agricultural and aquatic products in 2016 Chapter 3: Solutions to promote the export of agricultural and aquatic products LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com I Overview of Vietnam’s exports in agricultural and aquatic products Introduction to Vietnam’s export in agriculture and aquatic products 1.1 Concept Exporting is a function of international trade whereby goods produced in one country are shipped to another country for future sale or trade The sale of such goods adds to the producing nation's gross output If used for trade, exports are exchanged for other products or services in other countries The purpose of export activities is developing advantage of the countries in the international division of labor Agricultural products are products or semi-finished products from the cultivation of animals, plants, fungi, and other life forms for food, fiber, biofuel, drugs and other products from the plant Agricultural products are foods, fibers, fuels, and raw materials Examples of foods are fruits, vegetables, meat, and spices Examples of fibers include wool, cotton, and silk Examples of fuels include methane and wood Examples of raw material include lumber and bamboo Aquatic products are resources and products that bring people from the water, harvested by humans, and used for food, raw materials or sold on the market Among aquatic products, the most common are fish Besides, there are other products such as crustaceans (for examples shrimps and crabs), molluscs (excluding clams, oysters), seaweed and amphibians (excluding frogs, eels) 1.2 The role of export - Export creates investment capital for imports, industrialization and modernization - Export contributes to the restructuring of the economy, boosting the development of production 1.3 The role of export products in agriculture and aquatic in the domestic economy LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Given the fact that agriculture has long been a Vietnamese major mean of living, it has largely impacted our economy, because: - It is indisputable that we have a small-scale economy and out of date technology Therefore, the production of raw products such as agriculture would be our advantages against other countries - Agriculture and aquatic export helps Vietnam to accumulate capital that can be used for the purpose of industrialization Furthermore, it plays a significant role to consume farmer’s products, maintains industrial development rate, induces trade gap to stay in acceptable figure, and bringing foreign currency to the country - Agriculture and aquatic export ultimately utilizes our climate features, human and mineral resources… The export markets and features of Vietnam agricultural and aquatic products 2.1 The export markets of agricultural and aquatic products Agricultural and aquatic products are products with great demand in the world market due to their specialty The markets for agricultural and aquatic products are mainly developed countries and regions in the world such as the UK, USA, EU, Germany, Japan, At the present time, these countries have a change in consumption structure of agricultural and aquatic products: the switch to organic products (produced from nature, no pesticides, fertilizer) The major agricultural and aquatic exporters in the world (Thailand, China, USA,…) are paying great attention to this issue Vietnam's current export markets for agricultural and aquatic products have changed a lot In the past, the main markets were the former Soviet Union and Eastern Europe In 1990, Vietnam's exports to those regions accounted for 50% of total exports, but by 1995, the number was only 18% due to the collapse of the Soviet Union and the socialist system of the Eastern Europe The good news is that after Vietnam joined WTO, especially after LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com the US lifted the embargo on Vietnam, commodity exchanges between Vietnam and the capitalist countries have remarkable increased The main export markets for agricultural and aquatic products of Vietnam are still Asia, Europe and the United States Here are some of the export markets for agricultural and aquatic products in Vietnam - Aquatic products export markets: EU, USA, China, Japan and South Korea,… - Rice export markets: Philippines, China, Malaysia, Indonesia, USA,… - Coffee export markets: USA, Germany, Russia, Switzerland, France, UK, Italy,… - Tea export markets: Russia, UK, Taiwan, China, Iraq, India, Pakistan,… 2.2 Features of agricultural and aquatic products of Vietnam Agricultural and aquatic products are very important to meet the needs of every nation’s people They are the main export commodities of the less developed countries and are one of the strategic commodities as most of the international agricultural and aquatic product purchases are made through agreements between governments On the other hand, the purchases and production of agricultural and aquatic products depend mainly on climatic seasonality, crop harvest, supply and demand and payment conditions of each country Features of agricultural and aquatic products of Vietnam - Agricultural and aquatic products are always the main export products of Vietnam They have a large export volume, but the quality is still low + Rice: for inferior rice, Vietnam can compete well with India, China and Pakistan for exporting to low-income countries or aid recipients But for high-quality products, Vietnam cannot compete with the US and Thailand due to poor quality of storage and drying LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com + Coffee: the most controversial issue is the quality of Vietnam’s coffee It’s not uniform due to drying, classification Therefore, Vietnam has got only spot contracts and no longterm contracts up to now + Tea: for the past few years, the tea industry has improved the technological process, modernized processing plants to have more products in accordance with the requirements of customers, create certain markets However, Vietnam’s tea still does not create real reputation in the international market - Price of agricultural and aquatic products that Vietnam export is often lower than the price of those of other countries The reason is that the quality of agricultural and aquatic products of Vietnam is low and they have not built up the reputation as well as strength in the international market II Vietnam’s export in agricultural and aquatic products in 2016 (Ministry of Industry and Trade, 2016) General situation about the export in agricultural and aquatic products 1.1 The turnover Although the global economy recovered slowly in 2016, the level of commodity prices was low and agricultural production faces many difficulties due to drought and heavy salinity intrusion, most types of agricultural and aquatic products of Vietnam were consumed in time, without stagnation or redundancy The export turnover of agricultural and aquatic products in 2016 reached more than $22 billion This was a positive result of exports of agricultural and aquatic products after the negative growth in 2015 In terms of absolute value, the export value of this commodity group had risen by $1.58 billion compared to 2015 This increase contributed to the overall growth of export turnover, expressed that the capacity of enterprises to exploit the market was still very active in the context of world’s fallen demand 1.2 The products 10 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com In 2016, most of the major export items of agricultural and aquatic products reached a positive growth rate compared to 2015: Aquatic productions reached $7.05 billion, coffee reached $3.34 billion, tea reached $217 million However, there were some items decreasing such as: rice fell down 22.4% to $2.17 billion, c assava and cassava products fell down 24.2% to $999 million 1.3 The market The export of agricultural and aquatic had maintained positive growth in these five main markets in 2016 as follow : 1.3.1 Chinese market Being the largest export market for agricultural and aquatic products (represented 25.4%), China ranked fifth in Vietnam’s export in terms of aquatic products, ninth in coffee and had been a potential market for some other agricultural products Export of agricultural and aquatic products in 2016 to China had made $5.62 billion, grew 15.5% over 2015 Positive items included aquatic products reached $685 million, coffee reached $106.7 million, tea reached $25.9 million Only rice and cassava declined 8.6℅ ($782.3 million) and 25.7% ($868.4 million) respectively 1.3.2 EU market EU was Vietnam's second largest market for agricultural and aquatic products (16.7%) Export of agricultural and aquatic products to the EU reached $ 3.71 billion in 2016, it had risen 12% mainly due to a number of positive growth items such as coffee ($1.04 billion), aquatic products ($1.17 billion) Some items have reduced turnover, especially tea which had fallen sharply 44.6% to $3.76 million 1.3.3 The United States market This is Vietnam's third largest export market for agricultural and aquatic products (represents approximately 15%) of which ranking the first market for pepper and the second in coffee 11 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Export of agricultural and aquatic products to the United States had gained $3.35 billion in 2016, increased 17.5%, of which positive aquatic items were aquatic products reaching $1.44 billion; coffee and pepper reaching $450 million and $342.4 million respectively Some items fell such as tea had gone down to $7.5 million, decreased 19.7%; rice reached $18.4 million, decreased 34% mainly due to price and quantity falling due to low demand 1.3.4 ASEAN market Export of agricultural and aquatic products to ASEAN reached $1.78 billion in 2016, decreased 23.8%, of which some items had positive growth such as aquatic products had made $515 million, coffee earned $281.5 million, tea reached $19 million Some items had decreased turnover such as pepper decreased 24% to reach $111.3 million or rice decreased 53.9% to reach 469 million The export structure of Vietnam's agricultural products to this market increased in both types and volume of commodities, focus on increasing the added value of goods when it comes to consumption 1.3.5 Japanese market Japan was the fifth largest exporter of agricultural and aquatic products in Vietnam (represented 6.6%), it was the second largest market in vegetables and the third in aquatic products This was also a potential market for some other agricultural commodities such as cashews, tea, handicrafts if they meet the standards of food hygiene and safety as well as animal and plant quarantine Export of agricultural and aquatic products to Japan reached $1.46 billion, increased 6.6% in 2016 Of which, aquatic productions increased by 6.2% to $1.1 billion; coffee increased by 19.7% to $202.9 million Thus, there were still some negative items: pepper fell down 13.8% to $28.3 million; Cassava decreased 16.7% to $15.6 million These decline were due to the fact that market demand had not recovered yet, 12 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com and the Japanese Yen continued to fall against the US dollar, making export prices in US dollars of Vietnamese goods unfavorable in this market The implementation of the Vietnam - Japan Economic Partnership Agreement (VJEPA) is now entering a new phase, opening up great opportunities for Vietnamese exported commodities to enter the Japanese market, whereby the products Vietnam enjoying the most tariff preferences of Japan are agricultural and aquatic products In the sector of aquatic products, Japan will reduce tariffs from an average of 5.4% in 2008 to 1.31% in 2019 However, Japan has been a high demand market for food hygiene, safety, setting many technical measures and barriers for imported agricultural products Therefore, the penetration of agricultural and aquatic products of Vietnam into Japan is often difficult Major agricultural and aquatic exporting products in 2016 2.1 Aquatic products Export situation (Ministry of Industry and Trade, 2016): In 2016, the export of aquatic products had reached 7.05 billion US dollars, which was 7.4% higher than 2015 The composition of export products remained unchanged compare to 2015 in main sectors such as shrimps (44%), pangasius catfish (24%) and tuna (7%) More specifically, shrimp exports had reached 3.15 billion US dollars, 7% higher than the year of 2015; pangasius exports had increased 7% to reached 1.66 billion US dollars; tuna exports had recovered after three years of decline, making 485 million US dollars, 7% higher than previous year Besides, major export markets had recovered and grew positively in comparison with 2015 For instance, the USA had reached $1.44 billion, which was 9.7% higher ; EU had rise 3.6% to reach 1.17 billion US dollars; Japan had made 1.1 billion US dollars while the numbers was 608 million US dollars in Korea; 685 million US dollars in China, 515 million US dollars in the ASEAN… 13 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com However, the export of aquatic products in 2016 still faced some difficulties in the market such as: - Low demand, fierce competition from other exporting countries, technical barriers at importing markets such as the USA, EU, Japan, Taiwan, China - Vietnamese aquatic products in general had neither built up their trademarks in exporting markets nor a long-term strategies Therefore, it shall be weakened by the cut-throat competition of the competitors 2.2 Rice Export situation (Ministry of Industry and Trade, 2016): In 2016, the rice markets all over the world continued to compete fiercely as there were unfavorable developments for the rice exports of Vietnam At the beginning of 2016, Vietnam's rice exports had a relatively favorable effect from the contract with the Philippines, but then, pressure when having surplus supply had weaken the result of Vietnam's rice export results, forcing it to fall to just over 4.9 million tons, valued at only 2.2 billion US dollars, crash nearly 26.5% in volume and 22.4% in value compared to 2015 In 2016, Vietnam's rice export price was fluctuated Offer prices of had deal at the highest level of $385/ton while the lowest price was about $345/ton Compared with rice prices in the region, Vietnam's rice export price was $5-10 per ton lower than that of Thailand, but higher than the price of India and Pakistan at about $5 per ton (the same type of rice) Export market: Asia markets (excluding the Middle East) accounted for 65.3% of total rice exports (turnover decreased 34.7%); Africa accounted for 16.8% (turnover decreased 9%); America accounted for 9.66% (turnover increased 7.1%); Oceania took up 4.5% ( turnover increased 50%); Europe accounted for 1.7% (turnover decreased 25.6%) and the Middle East market accounted for nearly 2% (36% higher) compared with 2015 14 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com However, rice exports declined significantly in key traditional markets (China dropped 8.6%, Philippines dropped 64.1%, Malaysia dropped 45.5%, Indonesia dropped 51.8%) Nevertheless, the reduction was the general picture of world rice trade in 2016, including Vietnam The world's top rice exporters such as Thailand had fallen by 1.73% (9.63 million ton), while India had declined 6.76% (reaching 10.20%) On the contrary, Pakistan recorded 4.2 million tons (6.06% higher ), Cambodia 0.54 million tons, 0.7% higher than 2015, though did not reach the target Rice exports in 2016 declined for several reasons: - The world's surplus rice supply, following the pressure to release Thailand's millions of tons of stockpiled rice had created a negative market sentiment for the world rice trade in 2016 - Vietnam's major markets continued to strengthen their self-sufficiency strategy, reduce imports and boosting trade by channel to diversify source of supply to make advantage of the price - The Chinese market was still unfavorable due to its strengthening of rice trade with other exporting countries (Cambodia, Thailand, Myanmar, Laos) in order to diversify their supply - The impact of drought, salinity intrusion had also affected rice export commodities However, the export of rice in 2016 had achieved important results to the timely consumption of paddy and rice at relatively stable prices, making it in favor of farmers, namely as: - The rice export price had boosted According to statistics of VFA, average FOB price of exported rice has risen by 17.68 USD/ton over the same period of 2015 Thus, it helped to stabilize domestic prices in favor of farmers - Export growth in many markets The American market achieved 351,645 tons with an increase of 2.36%; The Middle East reached 73,436 ton The Indonesian market 15 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com totaled 413,122 ton with an increase of 2,408%; Cuba reached 314,517 tons; Ghana reached 338,401 tons, 23.1% higher over the same period last year - The structure of export categories continued to change positively, which helped to increase the proportion of sticky, aromatic rice ad well as lower the part of low-grade rice - Rice exporters companies was trying to invest in improving facilities Enterprises invested in improving warehouses and milling facilities, applying technologies of husking, preservation and processing of rice As a result, it had contributed to improve the quality and the assurance of food safety for rice products, building the brand name for the company's rice in the domestic and international market step by step, made up to the requirements of importing countries 2.3 Coffee Export situation (Ministry of Industry and Trade, 2016): In 2016, coffee exports had reached 1.78 million tons, 32.8% higher in quantity and 24.9% higher in value compared to 2015 Average coffee export priced in 2016 was $ 1,872/ton, 6% lower against 2015 Coffee exports to almost all markets in 2016 were rising compared to 2015 Germany and the United States continued to be the two largest coffee consuming markets of Vietnam More specifically, the German market was at topped with the turnover was 493.8 million US dollars, followed by the USA which had gained 450 million US dollars, up 43.6% Other major exporting countries was Italy, Japan, Belgium, France and Thus, among the top 10 markets in importing coffee of Vietnam, the USA was the place with the highest growth rate both in turnover and quantity, indicating the potential to expand the market share of Vietnamese coffee However, there were still some difficulties due to the devaluation of the local currencies of the world’s big producing and exporting countries in coffee such as Brazil, Indonesia and Colombia, which have reduced the competitiveness of Vietnamese coffee The share of in-depth processed coffee in total 16 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com coffee exports was low (about 10% of annual coffee production) leading to low export value of coffee Production situation: Major producers and exporters of coffee in the world nowadays include Brazil, Vietnam, Colombia, Indonesia, Ethiopia, India, Ivory Coast, Honduras, Peru, Uganda, Guatemala, Mexico Total production of world's largest producers of coffee (Brazil, Vietnam, Indonesia, Colombia, Ethiopia) accounted for 70.3% of the global coffee production in the 2015/2016 period and 71.1% in the 2016/2017 season Major coffee producing countries in the world are both producers and exporters Vietnam's coffee area in 2016 had increased slightly by 0.3% compared to 2015, reaching 645.4 thousand hectares to make 1.47 million tons of coffee despite the droughts in Central Highlands in early 2016 In order to improve the area of old coffee trees and coffee plantations, the Ministry of Agriculture and Rural Development had set up the reforestation project from 2014 to 2020 But so far, the re-cultivation in these localities had been slow to meet the result as planned If re-farming continues not to improve, it will affect the supply and quality of Vietnam's coffee in the coming years 2.4 Tea Export situation (Ministry of Industry and Trade, 2016): Exporting tea in 2016 reached 131 thousand tons with the turnover was at $217 million, increased 5.1% in quantity and 2.1% in value compared to 2015 The average export price of tea was $1.659 per ton, decreased 2.8% In the export markets in 2016, tea exported to Pakistan (the largest market of Vietnam which accounted for 36.2%), had risen by 7% in quantity but decreases 4% in turnover compared to 2015 Markets with sharp increase in tea export were India that soared up more than 10 times, followed by China (122.6% higher), Indonesia (46.2% higher), Malaysia and the Philippines Production situation: China, Kenya, India and Sri Lanka took up nearly 70% of the world's tea supply, while China and India already contributed more than half of the world’s tea production Some 17 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com other large tea producing countries were Indonesia, Turkey and Vietnam Vietnam was the fifth largest tea exporter in the world after China, India, Kenya and Sri Lanka; however, Vietnam's tea market share in the importing countries was lower than others The main reason was that Vietnam's tea products were not competitive in terms of type, quality and design III Solutions to promote the export of agricultural and aquatic products Raise awareness about the integration for businesses and businessman, In the recent years, Government of Vietnam has negotiated and signed more free trade agreements This helps to expand export markets and attract the foreign investor The process of international integration in Vietnam is getting deeper and more uniform Therefore, our companies and businessmen need to clearly understand about the international trade agreements This is a very important factor Years ago, the generations of Vietnamese businessmen approached and took advantage of the country to achieve good results This is a very high effort of Vietnamese businesses and businessman However, according to many economists, the results would certainly be better and get fewer fees if we had a sufficient information The understanding of Vietnamese enterprises about economic integration is poorer than the other countries’one because the campaigns are too simple and not good enough On the other hand, our businesses mainly comprise small and medium enterprises In the next time, we must develop the propaganda campaigns This promotion will help enterprises understand their position in the present To promote the export of agricultural and aquatic products, we have to have a logical structure and a deep and broad vision The second thing is improving the professional qualification for staff members Businesses can take measures, as following: - Enterprises can train professional skills for new staff and help them improve the knowledge of export business - They also offer qualified staff to further study at foreign countries 18 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Entrepreneurs train technicians to assess qualification of goods according to international standards Market analysis, marketing and market development The export of agricultural and aquatic products by companies in Vietnam to foreign markets is still rampant, passive and lack of control. Hence, first of all, we need to select the target market Then, businesses develop strategies for each export market For axample, although the Singapore market is only an intermediate market, the yearly turnover export of agricultural and aquatic products always increase Even the exported goods from Vietnam market to Singapore is bigger than to American market and European market The Vietnamese businesses should directly approach the target market There are many channels which support information about agricultural and aquatic products such as trade promotion agencies of Vietnam at the home country or we can join the exhibition to find the target customer Trade cooperation needs to be promoted with the other countries We shall continue to expand bilateral and multilateral relations on the export of agricultural and aquatic products From that, Vietnamese businesses can find more target market Secondly, Vietnamese businesses and businessman need to use appropriate marketing strategies There are the marketing strategies about the product, price, promotion goods and distribution The marketing strategies are various at every different market Unless we choose suitable marketing strategies, we will not receive the biggest profit In the export of agricultural and aquatic products, the quality factor is always placed on top. To get the high-quality products for exports, goods not only adapt to international standards of product specification but be invested in processing for export as well The required quality in each market is different. For example, quality requirements of product export in the U.S and the EU market higher in African markets, so finding out the clearly market information is important In addition, The price is the second important factor of export the agricultural and aquatic products. The price is the tool for companies 19 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com to seek profit and attract customers The flexible price policy is always essential for getting benefit and expansion of the market Nowadays, the Vietnamese exported businesses have commercial relationships with most countries in the world However, export companies about the agricultural and aquatic products need to focus on the target markets which are Chinese market, EU market, the Unite States market, ASEAN market and Japanese market because this is five main markets about exporting of agricultural and aquatic products in Vietnam at the moment Improving the export sources Markets with heavy demading such as the US, Japan, EU exist very strict requirements on quarantine, food safety Food safety standards in many countries are higher than in Vietnam.These are the biggest obstacle that Vietnamese business can not easily overcome Therefore, improving export sources takes a very important role in the export prospects in the future In order to carry out this task, it is necessary to have the contribution of the government and enterprises, fulfilling three objectives: expanding the form of source generation, promoting processing industry and enhancing storage The first misson needs the coordination between farmers, business and government There should be policies that ensure stable output for farmers The government should support farmers in researching new varieties and training in prevention and control of deseases Besides, it should also give direction and encourage investment in agricultural field We need a stable and qualitative source of goods For the second, we knew that product quality is always main competitive factor in the exporting This depends heavily on processing in order to make primary commodities become more value goods The processing industry needs more attention and investment As exporting unprocessed product makes waste the potential of the industry 20 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Finally, storage needs more attention This is an important step that goes hand in hand with processing High quality products that is not properly stored will cause serious waste and lose the reputation of the exporter Branding for agricultural and aquatic products Branding is always one of the most importance issues that should be taken as top concern to promote the export of agricultul and aquatic products Moreover, the fact has proved that we can not enter effectively into the international market without investing in branding Vietnam is an agricultural country, with many kind of agricultural and aquatic good, but products named are very limitted Most of the commidities in the country are exported in raw After importing, foreign firms process and use their names and brands This makes the items are only recorded in terms of data, however the brand is almost unknown This result in a long run will cause significant damages to the economy For example, 80% of domestic tea production is exported to more than 100 countries and territories, but only few foreign consumers know about the Vietnamese tea brand The reason is that most of our tea is exported in raw, loose, unprocessed and processed form.Cusumers know more about the tea of the countries where processing goods such as Japan, India, China For another example, we are the second largest coffee producing country in the world but in the foreign market, there is no brand of Vietnam coffee This reason is that our coffee is mainly sold only to large roasters around the world, then they can process and canned their brand to sell to consumers at prices higher than the purchase price This is unreasonable but easy to understand because Vietnamese coffee is nameless Even thought brand building is encouraged by the government, it is not really considered by businesses Many localities and businesses not realize the role and significance of building and protecting the brand name of agricultural and aquatic products, especially in the integration period Enterprises are hard to reach consensus and cooperation to build strong brands together In addition, Vietnam's agricultural and 21 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com aquatic products are exposed many risks due to natural disasters, epidemics The backwardness of science and technology, the lack of investment in marketing and market research,…are reasons to hinder the strategy of building Vietnamese agricultural and aquatic good brand In the future, it is necessary to chose a number of strength goods to build the brand, ensuring that these items must meet the main factors such as large enough volume, stable, uniform quality, competitive price and food safety standards.Vietnamese enterprises should adopt a strategy to build a brand for their products such as clarifying target objectives, consumption trends and demands, as well as rivals and meaning of logos These could help the country join the big market with high value 22 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Future works To develop the export of agricultural and aquatic products in Vietnam in short term, we need to overcome natural disasters and ensure food safety to meet better demand In long term, as there is no hope of breaking up price changes, we must focus on reorganizing production and sticking to market demand Therefore, it is necessary to invest in developing science, technology and deep processing to increase competitiveness Conclusion Vietnam is a developing agricultural country, Export of agricultural and aquatic products has been a part of the economic development, creating favorable conditions for the industries to develop The structure of agricultural and aquatic exports is constantly shifting because of changes in consumer tastes To sustain the growth and head for sustainable development in the export of agricultural and aquatic products, we need to focus on four solutions: raising awareness about the integration for businesses and businessman, market analyzing, marketing and market development, improving the export sources as well as branding for agricultural and aquatic products 23 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com References Reuters (2016, 30) Thực trạng xuất nông sản chủ lực Việt Nam dự báo Retrieved from argo.gov: http://agro.gov.vn/news/tID24447_Thuc-trang-xuatkhau-nong-san-chu-luc-cua-Viet-Nam-va-du-bao.html thôn, K t (2016, 15) Đẩy mạnh xây dựng thương hiệu nông sản Việt Retrieved from Betrimex: http://www.betrimex.com.vn/vi/tin-tuc/goc-bao-chi/day-manh-xaydung-thuong-hieu-nong-san-viet Ministry of Industry and Trade (2016) Report of import and export in 2016 of Vietnam Industry and Trade Papers Thủy, C (2016, 6) Thị trường xuất nông sản năm 2016 khởi sắc Được truy lục từ VOV World: http://vovworld.vn/vi-VN/Kinh-te/Thi-truong-xuat-khau-nongsan-nam-2016-khoi-sac/418934.vov 24 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ... human and mineral resources… The export markets and features of Vietnam agricultural and aquatic products 2.1 The export markets of agricultural and aquatic products Agricultural and aquatic products. .. strength in the international market II Vietnam’s export in agricultural and aquatic products in 2016 (Ministry of Industry and Trade, 2016) General situation about the export in agricultural and aquatic. .. the export of agricultural and aquatic products LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com I Overview of Vietnam’s exports in agricultural and aquatic products Introduction to Vietnam’s
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