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EXPORTING COFFEE TO THE UNITED STATES AND INDONESIA Course: BSc (Hons) BUSINESS MANAGEMENT Module title: Global Marketing Tutor: Dr David Ratcliffe Course Code: BAM6003 Submission Deadline: September 16th 2019 CONTENTS I Introduction: II PEST Analysis: II.1 PEST the United States: II.2 PEST Indonesia: III Marketing Mix: III.1 Country the United States: III.2 Country Indonesia: 12 IV Market Entry Strategy: 14 IV.1 Country the United States: 14 IV.2 Country Indonesia: 15 V Market selection and justification for the United States: 15 VI Conclusion: 17 VII References: 18 I Introduction: The exporting coffee to the United States and Indonesia market report would present PESTEL Analysis, Marketing Mix and Market Entry Strategies for the two countries and justification for the appropriate selection which displays the mains reasons help our company choose the United States market To begin, Limited Liability Company Excellent Coffee with mission statement is rich flavor but pure The company is granted a business license and food hygiene and safety by the Department of Agriculture of Vietnam Our company directly produces and distributes clean and pure goods including roasted and instant coffee line We own a sustainable coffee growing area that complies with the UTZ Certified standard They are produced in a closed process from the farm to the processing stage of the finished product by using the latest technology - refrigeration roaster, thus ensuring the delicious and pure and good for health Excellence Coffee brand was established by an expert in the coffee field in 2000s Over eighteen years of operation, this brand has been one of the prominent names in Vietnam market We are proud to be a wholesaler and retailer for agents, supermarkets, large and small cafes, Resort, Hotel, Coffee shop and companies nationwide Currently, the company owns 150 hectares of coffee land and factory that are located in Da Lat City In the last two years, the company has expanded its business with an additional 100 hectares of coffee gardens and a factory to meet the domestic market But that is also the reason why the number of products increases and becomes surplus Hence, the company has set an export target to the international market to release internal inventory In order to accomplish this plan, we aim at two potential markets namely United States and Indonesia They are known as the two countries that import large quantities of coffee in Vietnam, in which the United States market consumes the most according to Bộ Công Thương (2019) II PEST Analysis: The firm will perform PEST analysis based on the definition - PEST is an acronym for Politics, Economics, Society and Technology that is considered to be a highly effective management method for an organization This analysis supports an organization in evaluating the main external factors affecting its business operations, so that the company could overcome defects and gain market dominance (Kenton, 2018) a.II.1.PoliticalPESTFactor:theUnited States: Taxation regulations: President Donald Trump has reformed tariff on China Hitherto, the Government of the America has imposed tariffs on $ 250 billion for Chinese items and poses many threats of increasing tariffs (Wong and Koty, 2019) This China’s disadvantage would be become good opportunity to Vietnamese exports in the United States market However, Mỹ (2019) noted Vietnam currently produces 415 out of 1,153 items that China is subject to high taxation More than 40% of Vietnamese products can be offset by the US market but not only Vietnam but also other countries Trade assistance of the two governments of Vietnam and the United States: According to the Resolution No 29 / NQ-CP, On Approval Of Agreement And Protocol Between The Government Of The Socialist Republic of Viet Nam And The Government Of The United States of America For The Avoidance Of Double Taxation And The Prevention Of Fiscal Evasion With Respect To Taxes On Income (Thuvienphapluat, 2017) This signing aims to eliminate the double taxation by: exempt and cut the amount of tax payable in Vietnam for the U.S businesses; or abate the amount of tax that Vietnamese enterprises have paid at the U.S Goverb.Economicment onFactor:thetax payable in Vietnam (Nhật, 2017) Gross Domestic Product (GDP): As of 2018, based on UN (United Nations) and IMF (International Monetary Fund) statistics that shows the United States achieves the highest GDP at “$ 20.4 trillion (IMF) and $ 18.6 trillion” (UN) globally, and it continues to hold the highest position in the list of countries have largest GDP in 2019 with $ 21,410,230 (Worldpopulationreview, 2019) This is an outstanding advantage and also the biggest challenge, as it attracts businesses large and small from other countries Interest Rate: The Federal Reserve has adjusted the rate of funds from 2% to 2.25%, the reason for the reduction in interest rates is attributed to inflation in the context of trade tensions with China (Tradingeconomics, 2019) Besides that, the Vietnam’s benchmarking interest rate is recorded in 6.25% (Tradingeconomics, 2019) These two indices indicate that the Vietnamese currency has a lower value which can reduce the demand for consumption from consumers c Social Factor: Population: The total the United States population is recorded as 329,256,654 (CIA, 2018) Comparing between countries globally, this is the third number In particular, population growth rate is 0.8% and age structure is under 14 years old years had 18.62%, from 15 to 24 years got 13.12%, 25-54 years occupied 39.29%, between 55 and 64 years account for 12.94%, 65 years of age or older achieved 16.03% (CIA, 2018) The large over 18 population proves a large market and offers many growth opportunities for businesses The data illustrate that the majority of the American is in over 18, it contributes to rise up a larger amount of coffee drinker Coffee drinking habit: Coffee is considered a favorite caffeinated drink in the United States and Americans tend to use a lot of coffee It is proved that one third of inhabitants use coffee as their daily drink, nearly half of Americans use coffee the smallest extent every week and more than a half of people drink coffee for sometimes (Scott, 2016) Relying on the National Coffee Association‘s National Coffee Drinking Trends (NCDT) in the 2018 information: The percentage of Americans 18 years of age and older who have used coffee for more than 60 years account for more than 75%; The amount of coffee drinker has been increasing over the past three years: 57% in 2016 and 62% in 2017, then continue to grow to 64% in 2018 (Brown, 2018) According to statistics from NCA's research on coffee industry trends, 79% of coffee has been consumed by home brewing and 85% said that they are extremely satisfied with the coffee making in the workplace (Nationalcoffee, 2018) This is an ideal market for trading roasted coffee d Technology Factor: Development chances for long term: These figures illustrate the large amount of population who has used Internet in the US country from 2000 to 2018 (Statista, 2019) According to the Clement (2019), in 2018 more than 312 million people accessed the internet from the America, the amount of population use Internet increased by nearly 287 million last year The high number of Internet users contributes to creating more opportunities for businesses to reach consumers with brand promotion programs through social media a.II.2.PoliticalPESTFactor:Indonesia: Bribery and corruption: Corruption is a big challenge for Indonesia and it has a tremendous impact on preventing business and investment fields both domestically and internationally Bribing and bribing state officials is a violation of the laws of this nation Although the Administration has pledged to openly and punishes every formalities of corruption, this negative behavior still frequently occurs in business in this country (Gov.uk, 2018) Trade assistance of the two governments of Vietnam and Indonesia: “Agreement for the Avoidance of Double Taxation and the Prevention of Fiscal Evasion with respect to Taxes on Income between the Government of the Socialist Republic of Vietnam and the Government of the Republic of Indonesia” signed in Hanoi on 22/12/1997 (WTOCENTER, 2019) b Economic Factor: Gross Domestic Product (GDP): According to World Population Review (2019), Indonesia ranked 16th in the world at $1,152,890 It is predicted that the economy in Indonesia will grow 5.1 percent in 2019 and then grow to 5.2 percent in 2020 (TheJakartaPost, 2019) Interest Rate: Bank of Indonesia has reduced the repo rate from 25 bps to 5.5 percent and the reason for this cut is to support growth in the context of low inflation (Tradingeconomics, 2019) Besides that, the Vietnam’s benchmarking interest rate is recorded in 6.25% (Tradingeconomics, 2019) Acc c.SocialrdingFactor:tothe comparison of two figures is the Vietnamese currency has a lower value Population: Indonesia's population is recorded at 262,787,403, which is in fourth place globally and its residents growth rate is 0.83% and its age structure is under 14 years old had 24.63%; from 15 to 24 years got 16.94%; from 25 to 54 years occupied 42.44%; from 55 to 64 years achieved 8.73%; 65 years of age or older is 7.26% (CIA, 2018) This is a plus point for exporting coffee to Indonesia thanks to the majority of over 18 people in this country High coffee consumption in Indonesia: Indonesia has a strong coffee consumption culture Domestically, consumption has nearly doubled in the last decade, according to Reuters in June (Huang, 2018) Hectic, modern lifestyles mean that consumers demand practical and immediate product that is strong potential for instant coffee for our firm (Euromonitor, 2019) The diagram describes total amount of coffee consumed by Indonesians between 1990 and 2018 (Statista, 2019) The line chart shows domestic consumption of coffee in Indonesia has increased significantly since 1990 and the local coffee consumption was written dominated by instant coffee and “kopi tubruk”, but Indonesia is also the world’s leading producers of coffee (Hirschmann, 2019) Although the country consumes a lot of coffee but it is also a highly competitive market for coffd.Technologye,itwillbecomeFactor:detrimental to the company Technology development: According the article of The Jakarta Post, Information and Communication Technology (ICT) in Indonesia is revolutionizing the way society operates Increasingly, this nation has used IT in a large amount of applications Most important is the rise of online services for consumers from shopping and banking to transportation systems (Vietnamplus, 2018) It supports the business of the company to become more convenient III Marketing Mix: The company implements Marketing Mix is based on the definition - Marketing Mix (also known as 4P analysis) is a set of strategic marketing tools involves products (goods or services), prices, place (location) and promotion that companies combine to create the reply what they desire in the target market (Kotler and Armstrong, 2015) III.1 Country the United States: The company decides to export roasted coffee to the United States market and target is Americans who over the age of 18 (both men and women) because they are in the working age and be able to earn income and sell products More notably, this is the large population group here Because of their lifestyle, they drink a lot of coffee and almost make it themselves Additional, this type of coffee allows consumers to brew their own coffee depending on the a.tasteProduct:ofeach person Product description: Roasted coffee is the material for making drinks (as Cappuccino, Latte, Espresso, Americano and so on) or food depending on the purpose of the buyer Roasted coffee is a powder of the size equivalent to granulated sugar and has a dark brown color Coffee Excellent roast coffee powder is formulated exclusively for the brand of Excellent Coffee, which combines perfectly the aromatic aroma of Arabica, the strong bitterness of Culi and the richness of Robusta caffeine The coffee powder will be stored in a 300 gram zipper paper bag Moreover, using paper bags contributes to environmental protection and cost savings for manufacturers and buyers Product classification and level of product: Roasted coffee is classified as a convenient product, it means that customers buy or consume them on a regular basis, and not have to spend a lot of effort searching to buy them (Kotler and Armstrong, 2015), so our goods are sold at low prices and can be found in many places namely local supermarkets, convenience stores nearby home or groceries and many other places The level of coffee belongs to the core customer value (Kotler and Armstrong, 2015), thus it brings to customer basic benefit - drinking a cup of coffee helps stay awake, increase concentration at work Packaging and labeling: According packaging and labeling regulation in the United States (Santandertrade, 2019), roasted coffee packaging is in a 300 gram zipper paper bag that is convenient using and can preserve the product from air, moisture, temperature and light Moreover, using paper bags contributes to environmental protection The dominant color of the packaging is dark green which has associations with nature and it is also one of America's favorite colors (design-confidential.com, 2016) The use of paper packaging is intended to minimize the risk of environmental pollution and preserve the product from air, moisture, temperature and light Regarding labeling: the brand name is Excellent Coffee and below it is the mission - rich flavor but pure, the logo is a cup of steaming hot coffee and has three coffee beans next to, type name of coffee - roasted coffee is printed with the largest and is located in the middle, so that buyers can easily identify the products and uses; ingredient list (Robusta, Arabica and Culi coffee), net weight 300g; company address and made in Vietnam; expiry date and how to preserve it (should not be placed in high humidity and protected from sunlight); how to use (the roasted coffee line is suitable for all popular brewing methods such as mixing machine, filter, paper hopper, siphon, French press, racket and conventional filter bag); average nutritional value in Price:100g(Caffeine content 2g) All information is written in English language Pricing objective: The company set a pricing objective to gain market share in the country and increase the number of products sold in the market This plan helps reduce cost risks and increase long-term profits for the company Deciding pricing approaches: In addition, the company applies cost-based pricing to decide pricing approach We take production costs, distribution costs and product selling prices add to rate of return for the 10 efforts and risks of enterprise (Kotler and Armstrong, 2015) The firm gives the listed price after the calculation process is one roasted coffee good with a weight of 300g of 89,000 VND which is equivalent to 3.87 USD (Xe, 2019) Price adjustment strategies: Enterprise selects geographical pricing strategy It means that the price of coffee sold to people living in urban areas will be higher than in rural areas (Kotler and Armstrong, 2015) And the difference amount of the product in different regions will depend on the purchasing power of local consumers If customer buys the number of one product will be offered a porcelain glass with a capacity of 400ml and is printed with brand Excellent Coffee’s logo This will stimulate the c.abilityPlace:to consume in customers Distribution approach & method: Our business point toward utilize the existing channel and indirect distribution method through retailers: Supermarkets (Publix Super Markets) and convenience stores (7-Eleven, Stripes) These are highly rated retail locations in the United States, based on Peterson (2018) and Farfan (2019) Market coverage: Roasted coffee is classified as an extensive distribution product, which appears in many places d.at Promotion:theavailable stores and the various alternatives available (Bhasin, 2018) Target audience: Target audiences are for people who can use coffee (18 years of age or older) and tend to make coffee themselves Promotion objective: Our promotion goals are towards building product awareness, generating interest, providing information and stimulating customer needs (knowthis?com, 2019) Message and media vehicle: We would like to send our message to consumers that roasted coffee products meet quality and delicious standards And we use social media network to promote our brand and goods III.2 Country Indonesia: 11 Based on the modern lifestyle of Indonesians, the company chose to sell instant coffee in this market We aim people over the age of 18 (regardless of gender) who are working-age or busy with work but still have demand to drink coffee Furthermore, extremely busy customers can Product:stillenjoy a delicious cup of coffee without spending much time preparing Product description: Instant coffee is a fine, light brown, slightly fragrant powder mixture It consists of sugar, creamy milk powder, ground coffee, maltodextrin, iodized salt, synthetic flavors used in foods, and acidity regulators Instant coffee is used to make beverages by pouring boiling water and stirring Product classification and level of product: Instant coffee is classified as a convenient product, it means that customers buy or consume them on a regular basis, and not have to spend a lot of effort searching to buy them (Kotler and Armstrong, 2015), so our goods are sold at low prices and can be found in many places namely local supermarkets, convenience stores nearby home or groceries and many other places The level of coffee belongs to the core customer value (Kotler and Armstrong, 2015), thus it brings to customer basic benefit - drinking a cup of coffee helps stay awake, increase concentration at work Packaging and labeling: According packaging and labeling regulation in Indonesia (Santandertrade, 2019), instant coffee packaging is a carton box with a listed net weight of 340 grams (20 small packages of paper x 17 grams) The dominant color of the packaging is dark red, because for Indonesian, this color can enhance the spirit and emotions of everyone (masteringbahasa.com, 2019) The use of paper packaging is intended to minimize the risk of environmental pollution and preserve the product from air, moisture, temperature and light Regarding labeling: the brand name is Excellent Coffee and below it is the mission - rich flavor but pure, the logo is a cup of steaming hot coffee and has three coffee beans next to, type name of coffee - instant coffee is printed with the largest and is located in the middle, , so that buyers can easily identify the products and uses; ingredient list (sugar, creamy milk powder, ground coffee, maltodextrin, iodized salt, synthetic flavors used in foods, and acidity regulators), net weight 340g (20 packs x 17g); company address and made in Vietnam; expiry date and how to preserve it (should not be placed in high humidity and protected from sunlight); how to use (pouring boiling water and stirring); average nutritional value in 17g (energy 76kcal, sugar 8g, fat 1g, sodium 68mg) All information is written in Indonesian language 12 b Price: Pricing objective: The company set a pricing objective to gain market share in the country and increase the number of products sold in the market This plan helps reduce cost risks and increase long-term profits for the company Deciding pricing approaches: In addition, the company applies cost-based pricing to decide pricing approach We take production costs, distribution costs and product selling prices add to rate of return for the efforts and risks of enterprise (Kotler and Armstrong, 2015) The firm gives the listed price after the calculation process is one instant coffee good with a net weight of 340g of 49,000 VND which is equivalent to 29,979.32 IDR (Xe, 2019) Price adjustment strategies: Enterprise selects geographical pricing strategy - the price of coffee sold to people living in urban areas will be higher than in rural areas (Kotler and Armstrong, 2015) And the difference amount of the product in different regions will depend on the purchasing power of local consumers If customer buys the number of two products will be offered a porcelain glass with a capacity of 400ml and is printed with brand Excellent Coffee’s logo This will stimulate the ability Place:toconsume in customers Distribution approach & method: Our business point toward utilize the existing channel and indirect distribution method through internal retailers mainly at Indomaret and Alfamart, because there are large number of stores and visitors And there is worth noting that Indonesians tend to buy at traditional food stalls rather than foreign convenience stores such as 7-Eleven, FamilyMart Because they think the product in it will be more expensive and only suitable for young people (Nam, 2019) Market coverage: Instant coffee is classified as an extensive distribution product, which appears in many places at d.thePromotion:availablestores and the various alternatives available (Bhasin, 2018) Target audience: Target audiences are for people who can use coffee (18 years of age or older) and need to save time for brewing Promotion objective: 13 Our promotion goals are towards building product awareness, generating interest, providing information and stimulating customer needs (knowthis?com, 2019) Message & Media vehicle: We would like to send our message to consumers that instant coffee products meet quality and delicious standards And we use social media network to promote our brand and good IV Market Entry Strategies: IV.1 Country United States: Modes of entry: Because of the first time our business has penetrated the United States market, the company favored the indirect export type - supplying coffee products to the system of intermediary stores available in the US Thereby, our products can reach a large number of foreign customers during the launch, and are not responsible for collecting payment from them as well as not coordinating logistics delivery There are good and bad sides in indirect exports The first is about the advantages, it minimizes the risk and we don't need to worry about shipping or logistics, so the company can focus on the rest However, the disadvantage of this type of export is that the profit is low because it has to pay intermediary, it is difficult to know who the customer is to adjust the product to meet their development needs (Delaney, 2019) Process entry: As the "place" part of the Marketing Mix – 4P Analysis, we selected two major retailers in the United States market are Publix Super Markets Incorporated and 7-Eleven Incorporated Therefore, we will conduct a survey of the distribution system as well as the market share they occupy in this country That is because, our firm want to understand clearly about two partners to conduct negotiations so that we will keep and change some requirements namely about the branding campaign of our roasted coffee product, about the benefits of both sides and so on This practice helps avoid reputation and brand risks as well as to receive the maximum possible profit After successful agreement, our company and partner will proceed to sign the contract and apply for business license from the Customs Department of Vietnam and the United States to become legal and convenient to export In addition, our roasted coffee goods will change according packaging and labeling regulation in the United States Besides, we also choose the form of payment via Citibank which is under Citigroup - a global financial services group headquartered in Sioux Falls, South Dakota and branches in Vietnam (Dixion, 2019) It would save time and transaction costs for both sides 14 IV.2 Country Indonesia: Modes of entry: Because of the first time our business has penetrated the Indonesia market, the company favored the indirect export type - supplying coffee products to the system of intermediary stores available in the Indonesia Thereby, our products can reach a large number of foreign customers during the launch, and are not responsible for collecting payment from them as well as not coordinating logistics delivery There are good and bad sides in indirect exports The first is about the advantages, it minimizes the risk and we don't need to worry about shipping or logistics, so the company can focus on the rest However, the disadvantage of this type of export is that the profit is low because it has to pay intermediary, it is difficult to know who the customer is to adjust the product to meet their development needs (Delaney, 2019) Process entry: As the "place" part of the Marketing Mix – 4P Analysis, we selected two major internal retailers in the Indonesia market are Indomaret and Alfamart Therefore, we will conduct a survey of the distribution system as well as the market share they occupy in this country That is because, our firm want to understand clearly about two partners to conduct negotiations so that we will keep and change some requirements namely about the branding campaign of our roasted coffee product, about the benefits of both sides and so on This practice helps avoid reputation and brand risks as well as to receive the maximum possible profit After successful agreement, our company and partner will proceed to sign the contract and apply for business license from the Customs Department of Vietnam and the Indonesia to become legal and convenient to export In addition, packaging and labeling of instant coffee goods will change according regulation in the Indonesia Besides, we also choose the form of payment via Citibank which is under Citigroup - a global financial services group headquartered in Sioux Falls, South Dakota and branches in both Vietnam and Indonesia (Dixion, 2019) It would save time and transaction costs for both sides V Market selection and justification for the United States: Preliminary Screening: The export of coffee products to the external market needs to be carefully considered and selected in a market that is able to dominate and minimize risks as much as possible Initially, the company proposed the South Asian market to shorten the freight distance However, countries across South Asia are at risk of multidimensional poverty, exceeding the regular standard of countries in other parts of the world (Deyshappriya, 2018) It reduces the amount of 15 goods sold by the company Later, the company shifted its focus to the United States, Mexico and Canada in North America because it is a country with a high population on the continent Criteria for Screening: The company relies on screening criteria that are closely related and influence the export of coffee to these three countries: population, GDP - per capita (PPP), competitive and political risk The first is about population: the United States with 329,256,465 is ranked third globally; Mexico is 11th - 125,959.205; Canada is the 38th - 35,881,659 (CIA, 2018) Second, GDP - per capita (PPP): The United States with $ 59,800 that was got 19th; Mexico takes 90th place with $ 19,900; Canada is 34th for $ 48,400 (CIA, 2017) The third is competition: the United States is the number one on importer with $ 2,361 trillion (CIA, 2017), which means we have to compete with other countries, but this area is balanced because of the high population; Mexico one of the champions about coffee production filed (Guess, 2019), which has made our products less ability to dominate this market; Coffee in Canada is the most imported from Colombia (Bedford, 2019), leading to fierce competition from the company Finally, for political stability, the index shows the US at 74th place; Mexico is the 147th country; meanwhile, Canada is ranked in 20th place (Theglobaleconomy.com, 2017) Country The United States Mexico Canada Weights Note: (95*30) + (80*25) + (60*25) + (60*20) = 7550 (70*30) + (40*25) + (50*25) + (40*20) = 5150 (50*30) + (50*25) + (50*25) + (80*20) = 5600 The company assessed these three markets by scoring them based on the above data Thereby, the firm has chosen an ideal market for itself that is the United States And we also give the reason why we should export to the US market and anticipate possible risks: The opportunities: 16 Economically, the United States is a potential market with a large population and high per capita income More importantly, Americans have a hobby of drinking coffee daily (Scott, 2016) It is also a leading information technology developer and possesses a huge number of Internet users Clement, J (2019), it greatly supports the promotion of products for the first time in a new market This also minimizes trade barriers thanks to the Resolution No 29 / NQ-CP (Thuvienphapluat, 2017) that helps reduce tax costs for business The threat: Globally, the United States is the number one on importer with $ 2,361 trillion (CIA, 2017), which means we have to compete with other countries, but this area is balanced because of the high population and demand for consumption The level of risk: The trade war of the two countries namely China and the United States that is rapidly developing (BBC, 2019), "Rong Viet Securities Joint Stock Company said that despite underestimating the possibility of US tariffs on goods However, the export of these products to the US may be subject to stricter supervision” (Quỳnh, 2019) VI Conclusion: Nowadays, Vietnam has strengths in coffee and is positioned the second largest coffee exporter globally, this coffee product is a product with strengths and potential of Vietnam (Mỹ, 2018) Taking advantage of this, Limited Liability Company Excellent Coffee has engaged in farming and manufacturing coffee products We are constantly developing in the domestic market but also reaching foreign markets to increase profitability and reduce the risk of domestic inventories Through careful evaluation, we have found a market that meets the requirements of the business With the legal support of the two governments and good business conditions in the United States coffee market, it not only overcome the internal business situation, but also gives us opportunities to develop lasting and affirming the Excellent Coffee brand on the international market Taking everything into consideration, our enterprise will conduct the campaign to export roasted coffee products to the United States market 17 VII References: BBC.com, (2019) US-China trade war: Trump announces new retaliatory tariff hikes [online] Available at: https://bbc.com/news/business-49455503?intlink_from_url=https://www.bbc.com/news/ topics/cxw7qng7vx8t/china-us-relations&link_location=live-reporting-story [Accessed 26 Aug 2019] Bedford, E (2019) Trade value of coffee imported to Canada in 2018, by 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Introduction: The exporting coffee to the United States and Indonesia market report would present PESTEL Analysis, Marketing Mix and Market Entry Strategies for the two countries and justification for the. .. Of Agreement And Protocol Between The Government Of The Socialist Republic of Viet Nam And The Government Of The United States of America For The Avoidance Of Double Taxation And The Prevention
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