(Luận văn) solutions to promote vetnam’s fruit export to japan

ACADEMY OF POLICY AND DEVELOPMENT INTERNATIONAL SCHOOL OF ECONOMICS AND FINANCE lu an n va gh tn to GRADUATION THESIS p ie Topic: Solutions to promote Vietnam’s fruit export to Japan oa nl w d Instructor: M.Sc Nguyen Thi Thuy Linh nf va an lu Student: Trinh Dinh Nga Student ID: 5083106547 lm ul Class: KTDNCLC8.2 z at nh oi z m co l gm @ Hanoi, July 2021 an Lu n va ac th si ACKOWLEDGE “I hereby declare that the topic: “Solutions to promote Vetnam’s fruit export to Japan” is an independent research work under the guidance of the instructor:M.Sc Nguyen Thi Thuy Linh I not have any copying by others The topic, the content of my thesis is the product that I have made efforts to research during my study at the University The data and results presented in the thesis are completely honest, I would like to take full responsibility and discipline of the subject and the University if there is a problem.” lu an n va p ie gh tn to d oa nl w nf va an lu z at nh oi lm ul z m co l gm @ an Lu n va ac th si TABLE OF CONTENT LIST OF ABBREVIATION TABLES AND FIGURES OPENING 1.The importance of topic Overview of related research works 10 Research objectives 12 3.1 Research objectives 12 3.2 Missions 12 Research Methods 12 lu an 4.1 Methods of data collection 12 n va 4.2 Methods of data analysis 13 tn to The structure of dissertation 13 p ie gh CHAPTER 1: LITERATURE AND EMPIRICAL REVIEW OF FRUIT EXPORT 14 w 1.1 General theories of export 14 oa nl 1.1.1 Definitions and characteristics 14 d 1.1.1.1 Definitions 14 lu an 1.1.1.2 Characteristics 14 nf va 1.1.2 Classification 16 lm ul 1.1.2.1 Exporting through intermediaries 16 z at nh oi 1.1.2.2 Direct export 17 1.1.2.3 Countertrade 18 1.1.2.4 Temporary import and re-export 18 z gm @ 1.1.2.5 Export processing 19 1.1.2.6 On-spot export 20 l 1.1.3 The role of exports in the economy 20 co m 1.1.4 Factors affecting the export 23 an Lu 1.1.4.1 Macro factors 23 n va 1.1.4.2 Micro factor 29 ac th si 1.1.5 Indicators to evaluate export activities 31 1.1.5.1 Export Turnover 31 1.1.5.2 Product quality and price of exported products 32 1.1.5.3 Production cost 32 1.1.5.4 Market share of exported products 33 1.1.5.5 Brand and reputation of exported products 34 1.2 Overview of fruit export 34 1.2.1 Characteristics of fruit exports 34 1.2.2 Factors affecting fruit export 35 1.3 International experience of some countries in exporting fruits 38 lu an 1.3.1 Experience from exporting Thai durian 38 n va 1.3.2 Israel's dragon fruit production experience 40 tn to 1.3.3 Lessons for Vietnam 42 p ie gh CHAPTER 2: GENERAL INTRODUCTION TO JAPANESE FRUIT MARKET AND IMPORTANT TRADE AGREEMENTS BETWEEN VIETNAM-JAPAN 42 nl w 2.1 The scale of Japan's economy 43 d oa 2.2 Japan’s domestic demand for fruits 44 nf va an lu 2.3 Japan’s scale of fruit production and demand from imported fruits 45 2.4 Japanese food import regulations 49 lm ul 2.4.1 Regulations on food hygiene and safety 49 z at nh oi 2.4.2 Regulations on food additives 49 2.4.3 Regulation on agrochemical residues 49 z 2.4.4 Labeling Regulations 51 @ gm 2.5 Trade agreements between Japan and Vietnam 52 m co l CHAPTER 3: THE SITUATION OF EXPORTING VIETNAM’S FRUITS TO JAPAN FROM 2015 TO 2020 55 an Lu 3.1 An introduction to Vietnam’s fruit production and export 55 3.1.1 Types of fruits 55 n va ac th si 3.1.2 Area, capacity and yields 55 3.1.2 Status of fruit exports of Vietnam in the period 2015 – 2020 58 3.1.2.1 Scale and value of Vietnam's fruit exports in the period 20152020 58 3.1.2.2 The main export fruits 60 3.1.2.3 Main export market 62 3.2 Potentials, challenges and Government’s support for Vietnam's fruit export 66 3.2.1 Vietnam's fruit export potentials 66 3.2.2 Challenges for Vietnam's fruit export 72 lu 3.2.2.1 Internal challenge 72 an va 3.2.2.2 External challenge 73 n 3.2.4 Support policy from Government 75 ie gh tn to 3.3 The performance of Vietnamese exported fruits to Japan from 2015 to 2020 76 p 3.3.1 Export volume and scale 76 nl w 3.3.2 Diversity of export products 79 d oa 3.3.3 Export procedures 81 an lu 3.3.4 Market share of Vietnamese fruit in Japan 83 nf va 3.3.6 Achievements and Challenges 86 3.3.6.1 Achievements 86 lm ul 3.3.6.2 Challenges 87 z at nh oi CHAPTER 4: SOLUTIONS TO PROMOTE VIETNAM’S FRUIT EXPORTS TO JAPANESE MARKET IN 2021-2030 98 4.1 SWOT analysis for exporting fruits to the Japanese market 98 z gm @ 4.1.1 Strengths and Weaknesses 98 l 4.1.2 Opportunities and Challenges 103 m co 4.2 Orientation for Vietnam’s fruit export to Japan in the period 20212030 104 an Lu 4.3 Solutions to promote fruit export 106 n va 4.3.1 Solutions for fruit production 106 ac th si 4.3.2 Solutions for processing and preservation activities 108 4.3.3 Solutions for export 109 4.4 Recommendations 110 4.4.1 Recommendations to the Government and relevant ministries 110 4.4.2 Recommendations for exporting enterprises and farmers 115 CONCLUSION 117 LIST OF REFERENCE 119 lu an n va p ie gh tn to d oa nl w nf va an lu z at nh oi lm ul z m co l gm @ an Lu n va ac th si LIST OF ABBREVIATION Abbreviation Explaination AJCEP ASEAN Japan Closer Economic Partnership CPTPP Comprehensive and Progressive Agreement for Trans-Pacific Partnership lu EU - Vietnam Free Trade Agreement EU European Union F&V Fruits and Vegetables an EVFTA n va gh tn to Free Trade Agreement p ie FTA GDP Gross Domestic Product nl w Maximum Residue Limit d oa MRL nf va Sanitary and Phytosanitary lm ul Technical Barriers to Trade z at nh oi TBT Organization for Economic Cooperation and Development an SPS lu OECD Vietnam-Japan Economic Partnership Agreement WB World Bank WTO World Trade Organization z VJEPA m co l gm @ an Lu n va ac th si TABLES AND FIGURES Figure 1.1: Israel's drip irrigation syste 38 Figure 2.1: Comparing GDP of Japan to some countries in 2019 40 Figure 2.2: Fresh fruit production in Japan in 2016 42 Figure 2.3: Some fruit production from 1975-2016 43 Table 2.1: Imports of fruits and vegetables of Japan by country in the period 2016 – 2020 44 Table 2.2: Comparing regulations on pesticide residues of some export markets of Vietnamese fruits 47 lu Table 3.1 Types, Area and Output of some fruits in Vietnam in 2018 53 an Figure 3.1: Segments of fruits grown areas in Vietnam (2018) 54 n va Table 3.2: Vietnam’s export turnover of Fruits and Vegetables from 2015- to gh tn 2020 .55 Table 3.3: Market export market of Vietnam from 2012-2020 60 ie p Figure 3.2: Structure of Vietnam's fruit export value by market in 2018 62 nl w Table 3.5: Import turnover of vegetables and fruits of Japan from d oa Vietnam 74 an lu Figure 3.3: Supplying chain of fruits and vegetables in Japan 80 nf va Figure 3.4: Some fresh fruit import to Japan in 2019 81 lm ul Table 3.5: Main import market of Japan in 2019 82 z at nh oi Figure 3.5: Compliance capacity of Vietnamese fruits and vegetables when exporting to some countries 83 z m co l gm @ an Lu n va ac th si OPENING 1.The importance of topic Vietnam is one of the world's major fruit exporters Many types of Vietnamese fruits have a large output among the highest global production in 2014 such as: litchi, dragon fruit, longan, coconut, passion fruit In recent years, Vietnam's fruit export has achieved accomplishments Fruit export value reached $ 460.3 million in 2010, reaching $ 4,000 million in 2019 lu (Ministry of Agriculture & Rural Development) With these achievements, an n va the fruit export sector has made an important contribution to improving the tn to efficiency of agricultural land use, creating jobs for people and promoting the development of processing industries ie gh p For many years, China has been the main export market of Vietnamese nl w fruit, accounting for about 80% of the total output of fruits However, too d oa much dependence on a single market has led to many negative consequences an lu for Vietnamese fruit export Many Chinese traders and enterprises have repeatedly stopped buying or reduced the quantity of imports, causing serious nf va consequences for farmers Moreover, because of their monopoly on buying, lm ul Chinese merchants often squeeze prices, especially when farmers have a good z at nh oi harvest Therefore, Vietnameses fruit needs to find a way to expand export markets to developed countries to reduce dependence on the Chinese market z gm @ One of the potential markets of Vietnamese fruit is Japan with total fruit consumption about 5.4 million tons per year, of which 1.8 million tons are l co imported Therefore, this is one of the largest fruit import area in the world m Vietnam and Japan have signed many important economic agreements such as an Lu the Vietnam - Japan Economic Partnership Agreement (VJEPA) which has n va been implemented since 2010 until now The important point of this ac th si agreement is the strong tax reduction on agricultural products exported to Japan Among 2,020 agricultural tariff lines, Japan has immediately eliminated 784 tariff lines, accounting for 36% of the total number of agricultural product tax lines and accounts for 67.6% of the value of Vietnam's exports However, exporting fruits to Japna requires various standards such as product quality and safety Hence, I decided to choose the topic "Solutions to promote Vietnam’s fruit export to Japan" Overview of related research works In Vietnam, there have been a number of studies on exporting lu an agricultural products in general and exporting fruits in particular, such as: va n Author Assoc Prof.Dr Dinh Van Thanh (2010) in the study to gh tn "Strengthening the participation capacity of agricultural products in the global p ie value chain of Vietnam" has studied international experience and propose w policies and solutions to strengthen the participation capacity of Vietnamese oa nl agricultural products in the global value chain in the context of developing a d socialist-oriented market economy, globalization and economic integration lu nf va an In the study "Added value of agricultural products for export of Vietnam" the authors of Prof Dr Luong Xuan Quy and Prof Dr Le Dinh lm ul Thang pointed out that the increase in the added value of agricultural products z at nh oi for export depends on factors that increase endogenous and exogenous value added such as increasing factors that increase the revenue of agricultural z production, reduce intermediary costs, improve product quality, and ensure @ gm more and more sustainable consumption conditions for goods in the world l market However, the data of the thesis used to analyze the current situation m co of production, processing and export of agricultural products only stopped in an Lu 2004 and in competitive conditions that are not as fierce as today The author has not yet given a general assessment of the development of key export n va ac th 10 si 4.3 Solutions to promote fruit exports 4.3.1 Solutions for fruit production a Solutions on developing new varieties of fruit One of the reasons for the low quality and output of Vietnam's fruit exports to the Japanese market is due to the use of varieties that have passed generations are susceptible to diseases, and have low yields The development and application of new varieties in cultivation activities will help ensure from the very beginning of cultivation activities, help prevent against common diseases, develop on the basis of taking advantage of the advantages of each lu an region, improve high yield and quality of fruits, boosting export turnover and n va diversifying varieties to ie gh tn b Application of new varieties in production p The development and application of fruit varieties include promoting nl w the maintenance, conservation and supply of original varieties, leading d an lu varieties oa varieties, etc., at the same time as the research, production and supply of other u nf va Application activities include the participation of the State, the Government, the Ministry of Agriculture and Rural Development, relevant ll oi m ministries and sectors, the Vietnam Fruit and Vegetable Research Institute z c Connect scientists and farmers z at nh and province and locality @ l gm Farmers need to promote the cultivation of original plant varieties or new plant varieties purchased from agro-technical research, ensuring the same m co plant varieties For successful application, farmers can directly contact local an Lu agro-technological research and application institutions, learn about n va successfully bred varieties and are being grown on a large scale, or learn ac th 106 si about information on varieties is available through hybrid databases on the websites of these research centers and on specialized up-to-date websites such as the Vietnam Plant Genetic Resources website Farmers need to actively overcome the difficulties in pests, diseases, growth ability, and quality of fruit encountered while growing so that these centers can research solutions and create other varieties of fruit to develop better The Ministry of Agriculture and Rural Development continues to improve the legal framework on varieties in line with the requirements of international integration, strengthen the capacity of the seed quality control lu and management system at all stages from production, circulation, and an n va inspection, setting standards for original varieties and super-primitive tn to varieties The Ministry of Agriculture and Rural Development is responsible for directing the implementation of fruit variety development project gh p ie nationwide, directly implementing projects invested by units under the nl w Ministry and synthesizing real investment d oa d Planning and developing fruit growing areas according to VietGAP and an lu Global Gap standards u nf va Japan is a fastidious market, with very high requirements on hygiene and safety for products, especially for vegetables and fruits Although they are not ll m oi interested in third-party certifications, but focus on directly checking product z at nh quality to build trust, so vegetables and fruits want to meet this market besides immediately ie apply standards such as: z @ gm GlobalGAP, JGAP in cultivation also have to consider integrating l Japanese standards into production Besides, it is recommended to apply m co advanced quality management systems such as HACCP, ISO, SSOP, and an Lu other safety and hygiene standards of Japan The application of these n va ac th 107 si standards needs to be strictly and continuously implemented, avoiding the situation of implementing countermeasures Promote the development of fruit growing areas applying VietGAP standards in order to create uniformity in the quality of fruit in an area, contribute to building a brand name for fruits of Vietnam, and ensure food safety and hygiene and disease, improve production and quality Currently, Vietnam has fruit growing areas according to VietGAP standards The work of encouraging and orienting farmers to work together to create a source of dragon fruit according to VietGAP standards, creating an lu an abundant supply for export va n First, agricultural centers need to appoint agricultural extension officers to gh tn in localities to disseminate VietGAP standards to farmers Agricultural p ie officers in the localities need to coordinate with local farmers to organize w introduction and exchange sessions on the benefits of applying VietGAP oa nl standards such as direct benefits from quality assurance, meeting safety d standards for consumers' health due to the application of strict standards in the lu an use of pesticides, chemical fertilizers or the selling price is often higher than u nf va the normal selling price of the same fruits categories that not apply VietGAP The input materials and equipment used in the process of caring for ll m oi and protecting fruits need to comply with the evaluation table of VietGAP z at nh standards People should record the process of using fertilizers and pesticides In the process of growing dragon fruit, agricultural staff should monitor the z gm @ process and hold talks on the situation of taking care of each household's fruit m co l 4.3.2 Solutions for processing and preservation activities Processing enterprises need to ensure the standard of factory-scale an Lu infrastructure for processing activities suitable for different fruits The n va ac th 108 si resources of labor and machinery need to be adequate and always ready to carry out preservation and processing for large orders Processing enterprises must ensure that all kinds of processing machinery, technology, processing and preservation materials meet the standards of the Department of Food Safety and Hygiene and the Department of Standards, Metrology and Quality for technical requirements and the safety of fruits after processing The Ministry of Agriculture and Rural Development and the Ministry of Industry and Trade need to develop, review and adjust the planning of lu an processing facilities, and the planning of processing facilities nationwide in n va the direction of linking with raw material areas and gradually forming a tn to processing industrial zone for fruits in particular and agricultural products in p ie gh general nl w 4.3.3 Solutions for export oa The fruit brand is not strong, which is a limitation of Vietnamese fruit d exports in the world market This is one of the main reasons for reducing the lu va an competitiveness of Vietnamese fruit The construction and development of u nf Vietnam's fruit brand should be done on the basis of building an image of ll quality and gradually moving towards price competition oi m z at nh In addition, it is necessary to expand distribution channels, build more authorized agents and directly build and expand trading with wholesalers and z @ retailers in foreign countries to boost the output of exported fruits exports, l gm reaching a high agreement on prices and supplying the right needs of the people to maintain the output of exported fruits In addition, exporting m co enterprises can establish authorized agents in foreign countries to actively an Lu search for markets, promote activities to promote Vietnamese fruit brands n va through fruit introduction stores, hold accurately capture the change of ac th 109 si people's demand according to the season and time of year, the price trend of each type of fruit and each type of processing Exporting enterprises can link with the Trade Promotion Department to collect market research information, information about partners that import many Vietnamese fruits and take advantage of the prestige of the Trade Promotion Agency to increase the volume of import orders Firstly, export enterprises conduct trademark registration for exported fruits There are two ways to register a trademark abroad: registration under the Madrid agreement and protocol and direct registration in the host country lu The first way of registration is done through the National Office of an n va Intellectual Property, the benefit is that it can be registered in many countries tn to at the same time at a relatively low cost Meanwhile, if registered directly in each country, businesses will have to spend a lot of service costs but can only gh p ie register within one country Enterprises should register trademarks through w the National Office of Intellectual Property to save costs and ensure oa nl trademarks right from the beginning of export activities This is also the legal d basis for businesses to carry out trade promotion, brand promotion, or handle lu va an trademark disputes The National Office of Intellectual Property needs to ensure simple trademark registration procedures and quick implementation u nf ll time to protect the interests of fruit exporters oi m z at nh 4.4 Recommendations 4.4.1 Recommendations to the Government and relevant ministries z gm @ a) Improving capacity of market analysis and forecast m co l Analysis and forecast of Japan's market demand on basic contents such as: the type of fruit and vegetable, the volume of fruit and vegetables, the an Lu quality and quality of each fruit and vegetable product, to what extent can n va import prices be accepted , the most appropriate time to bring each type of ac th 110 si fruit and vegetable to enter the Japanese market is extremely necessary for any business The government needs to have market forecasting centers that periodically issue forecasts for businesses to get information to build their strategies a) Promoting negotiations with Japan Currently, the Comprehensive and Progressive Agreement for TransPacific Partnership (CPTPP) is an important step in breaking down barriers of tariffs and regulations to enter the Japanese market However, according to statistics so far, for fresh fruits exported to Japan, Vietnam has only types of lu an licensed fruit, including: mango, banana, dragon fruit, litchi va n However, in fact, in addition to the above fruits, Japan has a great need to gh tn to import other fruits such as pineapple, passion fruit, avocado, durian, p ie longan, etc which Vietnam has a strong competitive advantage, is able to w organize large volume production, quality fruit suitable to the tastes of oa nl Japanese consumers Therefore, functional agencies, especially the Ministry d of Agriculture and Rural Development, and the Ministry of Industry and lu an Trade should actively promote negotiations with Japan to promote removal of u nf va technical barriers on quarantine for Vietnamese fresh fruit exported to Japan ll For processed fruit and vegetable products being exported to Japan, m oi compared with some ASEAN countries, Vietnam is subject to a higher tax z at nh rate for processed pineapple products at 17.2%, while the rest of the countries z Tax rates range from 4.5-9% Negotiating is very necessary, through which @ gm the Japanese side can facilitate the reduction of import tax on processed l pineapple products in particular and Vietnam's exported fruit and vegetable m co products in general an Lu b) Support exporting enterprises n va ac th 111 si It is necessary to have policies to support enterprises to remove obstacles in trade promotion for enterprises to enter the Japanese market The Trade Promotion Agency needs to help Vietnamese enterprises collect necessary information about the Japanese market, importers, and potential products; coordinate with other organizations to organize and support Vietnamese enterprises to participate in specialized food fairs such as FOODEX to facilitate trade promotion and market expansion Organize, support and help Vietnamese enterprises through the provision of paid commercial information lu an c) Other policies va n The government needs to improve land policies, such as reducing taxes to gh tn on arable land, creating favorable conditions for planting land in convenient p ie locations, suitable for specialized fruits, and encouraging farmers to push w cultivation on a large scale, with high quality, meeting the requirements of the oa nl market in order to encourage domestic and foreign organizations to increase d investment in agriculture, research agencies, and businesses to expand their lu an activities and apply agricultural techniques in specialized farming areas, u nf va invest capital for these centers to develop varieties and machinery technology, and limit the import of machinery from abroad ll m oi The Government needs to continue to improve agricultural extension z at nh policies such as providing the cost of organizing courses to improve fruit care z skills for farmers in regions, building infrastructure for remote areas, suitable @ gm for farmers, etc in line with the strategy of agriculture and rural development l with the goal of improving the efficiency of farming activities, ensuring that m co 100% of specialized farming areas in the country with agricultural extension an Lu officers, electricity, water, and road infrastructure In addition, the Government needs to step up the safety implementation of product quality, n va ac th 112 si manage the use of plant protection drugs and growth stimulants, and preserve fruit At the same time, it is necessary to develop and complete legal documents on fruit development guidelines, supervision, management and inspection of cultivation, processing, food hygiene and safety The Government should focus on investing in building economic infrastructure for electricity systems and roads in processing areas, implementing preferential credit policies for large-scale and in-demand processing, expanding many machines for the promotion of modern forms of processing, aiming to improve the scale of operations, processing productivity lu and quality of processed fruits Exporting enterprises need to receive capital an n va investment from the Government in promoting image promotion and branding The Ministry of Agriculture and Rural Development implements the ie gh tn to in order to create a brand for Vietnamese fruit p Government's agricultural extension policies on the basis of creating nl w confidence for farmers in specialized farming areas, creating consensus on the d oa region's planting orientation It is necessary to call on farmers to successfully an lu apply agricultural extension activities in collaboration with agricultural va officers to organize questioning and exchange sessions on the effectiveness of ll u nf the policy in order to provide specific prospects in the locality At the same oi m time, encourage people to actively report on the operation situation, present z at nh difficulties so that the Ministry of Industry and Trade can step up research on remedial measures, especially difficulties in seeds, lost soil, lack of color and z lack of color, irrigation water source In order for farmers to strictly comply @ gm with the standards of food safety and hygiene for fruit and vegetables in m co l cultivation, the Ministry of Agriculture and Rural Development needs to raise people's awareness of the harmful effects of using a lot of pesticides and an Lu stimulants Agricultural technology research and application establishments need to research low-cost organic fertilizers and microbiological drugs to help n va ac th 113 si people improve quality and output, and limit the use of chemical drugs with high concentrations The Ministry of Industry and Trade should promote its role in organizing Vietnam's fruit and vegetable fairs in Vietnam, calling on world fruit and vegetable importers to participate in order to attract new fruit and vegetable importers The Ministry of Agriculture and Rural Development, in collaboration with the Ministry of Finance, should issue decisions to link farmers and processing and exporting enterprises, such as preferential tax reduction lu an policies for processing and exporting enterprises that have contracts to buy n va fruits and vegetables gh tn to If the fruit and vegetable system in the US has a vertical coordination p ie with a smooth combination from production to purchasing, processing, and w exporting since the early 1980s In Vietnam, the fruit and vegetable oa nl distribution system has not been successful, which are still very fragmented d and spontaneous In order for products to reach consumers, it has to go lu an through many stages from production to traders, then traders transfer to u nf va wholesalers or exporters and finally to consumers through the retailing Going through many such stages will result in additional transportation costs as well ll m oi as increased spoilage losses, increasing the cost of the fruit Therefore, we z at nh need to closely link in the stages To implement a smooth value chain distribution system between stages, it is necessary to implement the following z gm @ solutions: l Create a link between manufacturers, traders, scientists, and the state m co Thereby helping to make the process of transporting goods shorter, faster, less an Lu costly and less wasteful, and promptly meet the export target n va ac th 114 si Second, carry out fruit branding in parallel with the branding of exporting enterprises Building a successful corporate brand contributes to enhancing the brand value of exported fruits Exporting businesses first need to build lively, eye-catching websites with regularly updated information The information about the field of operation of the exporting enterprise, the exported fruit products should be fully and clearly updated on the website to create professionalism and enhance the image of the business Third, promote branding based on customer relationships Competitive pressure in the market is increasing day by day Currently, exporters only lu focus on building brands in the traditional way such as participating in fairs, an conducting market research, and promoting products To improve efficiency, n va branding activities need to be associated with expansion, maintenance and to gh tn development of sustainable relationships with partners in foreign markets p ie 4.4.2 Recommendations for exporting enterprises and farmers nl w a) Exporting enterprises d oa Exporting enterprises improve understanding of business culture of an lu Japanese enterprises and consumption culture of Japanese consumers va The Japanese value long-term relationships through mutual trust They ll u nf value loyalty, honor, and verbal commitment Enterprises need to show oi m themselves as reliable partners with long-term business orientation In the z at nh process of negotiating to bring a fruit and vegetable product to the Japanese market, enterprises should note the following issues: z - First meeting with Japanese people need to show sincerity, help them gm @ in things such as travelling, shopping, etc m co l - Japanese people are used to being responsible with words and often rely on a commitment rather than a written contract When working with an Lu Japanese partners, enterprises need to strictly implement commitments on the process of producing, processing and preserving vegetables and fruits, etc n va ac th 115 si In addition, businesses also need to understand Japanese consumer culture through the following ways: - Organizing exchanges and learning through a variety of activities at different levels and scales with many forms: Japanese culture week in Vietnam; - Promote research activities on Japanese consumer culture b) Farmers Farmers need to accumulate finance, invest in expanding production, give priority to inter-crop areas, with favorable production conditions such as lu transportation systems, irrigation, electricity production and the expansion of an production processes The scale also needs to comply with the State's n va planning Farmers participating in the VietGAP model need to have a sense of to gh tn long-term benefits and a production mindset associated with the market These are two important factors that make up the success of agricultural ie p production and export nl w Along with their own experience, farmers need to strengthen the d oa exchange of experiences with relatives and neighbors about the effective and an lu high yielding process of growing fruit according to VietGAP standards to cooperation with other ll u nf va Changing the concept of competition between households in the same locality oi m localities and other countries Farmers should also attend training z at nh courses on how to plant and care for VietGAP standards, access information about common diseases, and equip themselves with knowledge about z fertilizers and pesticides @ l gm Farmers need to be self-conscious in improving their qualifications and knowledge, accessing information technology, actively looking for partners to m co diversify cooperation relationships and accessing markets, learn information an Lu while participating in negotiations with businesses, avoiding waiting and n va depending on the business ac th 116 si CONCLUSION Through the description, analysis and assessment of the situation of the fruit export sector from Vietnam to Japan before and after the implementation of AJCEP and VJEPA Since then, there are many changes in Vietnam’s fruit export On the one hand, the export scale maintained a rapid growth rate in both value and volume, which is the way for Japan to become one of the three largest foreign markets of F&V Vietnam Besides, there are more and more diversified products with the entry of new items with high export value In the lu last two years, constantly being a large target market of F&V for export to an Vietnam, Japan has confirmed its potential profitability before other target n va markets with the same measure gh tn to Besides the above-mentioned achievements, there are also a number of p ie flaws that directly hinder the development of the industry Due to the main production and export of F&V, Vietnam only accounts for a small proportion w oa nl of the market share in Japan F&V's production system is outdated, unplanned d and lacks modern technology, resulting in low output quality and quantity In lu va an addition, F&V's range of processed products in Vietnam is still quite simple u nf and limited, seemingly unable to compete with strong competitors in the ll Japanese market such as the US, China and Thailand oi m z at nh These drawbacks of F&V's production and export are due to the most difficult factor known to be the producer along with the processing and z exporting enterprises In addition, government policies and trade barriers also @ l gm create objectives that affect the development of Vietnam's F&V exports to Japan m co Therefore, raising the scale of fruit exports from Vietnam to Japan an Lu requires these existing problems to be resolved Solutions to increase the n va ac th 117 si export scale of fruits should be needed to be started from the spirit of willingness to fight with weaknesses Each party has its own role in the production and export chain Therefore, the level of proficiency and efficiency should be enhanced in the efforts of each individual as well as generated from the close cooperation between the parties to create consensus and promote the quality and quantity of products export products Finally, I sincerely thank MA.Nguyen Thi Thuy Linh for instructing me to complete my dissertation Due to limited ability and time to research, my dissertation has many shortcomings I look forward to receiving guidance and lu help from the lecturers to improve the dissertation an n va p ie gh tn to d oa nl w ll u nf va an lu oi m z at nh z m co l gm @ an Lu n va ac th 118 si LIST OF REFERENCE “Annual Agriculture report 2018 and prospects of 2019” Feb 2019 Informatics and Statistics Center, Ministry of Agriculture and Rural Development of Vietnam “Applying biotechnology in agricultural production” 2020 Plant Pro tection Department Research Report 326 “Ratification of fruits and vegetables planning – Vision of 2020”, 52/2007/QĐ-BNN June 2007 Ministry of Agriculture and Rural lu Development of Vietnam an n va “Report of fruits and vegetables exporting in Vietnam 2019” April 2020 tn to Vietnamese Fruit & Vegetable Association My Tho: Vietnamese fruits p ie gh conference “Opportunities and challenges in international integration” w “Report of inspection on producing process of fruits and vegetables” oa nl 2020 Ministry of Agriculture and Rural Development of Vietnam and d International Food Policy Research Institute (IFPRI) an lu u nf va Dang, T.S 2015 “Summary of Vietnamese fruits and vegetables ex- port in 2015” Trading News 415, ll oi m z at nh Ho, T H 2017 “Preserving the quality and prolonging the time of mandarin preservation by material cover” Ministry of Agriculture and Rural z Development Sciences and Technology Periodical (1) gm @ m co Anh & et al Hanoi: Thong Ke Publishing l Kotler, P 1984 Marketing Essentials Translated into Vietnamese by Lan an Lu n va ac th 119 si Kotler, P 2015 Marketing Management Millenium Edition Tenth Edition Boston: Pearson Custom Publishing 10 Le, V.P 2010 “Jan – September 2018: Fruits and vegetables to Ja- pan reduces by 21.2%” Commerce Journal (38), 11 11 Nguyen, X.P 2018 “Information for enterprises exporting fruits and vegetables to Japan” Commerce Journal (24), 12 Ph.D Duong, M.T June 2018 “Vietnam learning from the develop- ment lu of Japanese Agricultural Communities” North-East Asia Re- search an Magazine Vol 112 n va tn to 13 Than, P.T 21 August 2019 “Opportunities for fruits and vegetables in p ie gh Japan” Business News, Vol 4621, 12 14 Tran, T.D 2019 “Technical standards for preferential products” Journal d oa nl w of Sciences and Technology Office – HCM city, vol 38, Reseach report 44 nomic News No.1486 nf va an lu 15 Van Nhi 2019 “VietGap Procedure: Rocky Road part 1” Rural Eco- z at nh oi lm ul z m co l gm @ an Lu n va 120 ac th si