A study of the instant coffee industry invietnam and related factors that haveaffected the supply and demand of thiscommodity

MINISTRY OF EDUCATION AND TRAINING NATI ONAL ECONOMICS UNIVERSITY ENGLISH BACHELOR OF DIGITAL BUSINESS FINAL PROJECT MICROECONOMICS TOPIC A STUDY OF THE INSTANT COFFEE INDUSTRY IN VIETNAM AND RELATED FACTORS THAT HAVE AFFECTED THE SUPPLY AND DEMAND OF THIS COMMODITY Group: Class : EBDB Course: 64 Amphitheater: A2-707 Hanoi – 06/2023 MEMBER LIST NO FULL NAME Ngụy Thị Vân Anh Nguyễn Hoàng Bảo Châu Hoàng Quỳnh Chi Nguyễn Đỗ Linh Chi Nguyễn Thị Thúy Ngân Cao Tiến Phúc STUDENT CODE 11220308 11220906 11220967 11220992 11224582 11225128 Contents INTRODUCTION ANALYZE CHARACTERISTICS Characteristic 1: Number of brand and market share Characteristic 2: Product nature Characteristic 3: Barriers to entry Characteristic 4: Non-price competition DEMAND AND SUPPLY CURVE OF VIETNAM INSTANT COFFEE 10 Main factors affecting the supply of the Vietnam dairy 10 a Raw materials price 10 b Technological development 11 c Natural conditions .11 d Government policies 12 Main factors affecting the demand of the Vietnam instant coffee industry 15 a Product price 15 b Consumers income 15 c Business image 17 CONCLUSION 19 REFERENCES 20 INTRODUCTION The instant coffee industry in Vietnam has experienced significant growth and transformation in recent years, making it an intriguing subject for study Vietnam, renowned for its robust coffee culture and favorable climatic conditions, has emerged as a prominent player in the global coffee market In this study, we will delve into the dynamics of the instant coffee industry in Vietnam, analyzing the factors that have influenced the supply and demand of this commodity To gain a comprehensive understanding of the industry, we will begin by examining the market structure of the instant coffee industry in Vietnam Specifically, we will explore whether the industry aligns closer to a state of pure competition or a monopolistic structure By evaluating the competitive landscape, we can better comprehend the dynamics that shape the supply and demand of instant coffee in Vietnam Additionally, we will investigate the key factors that have impacted the supply and demand of instant coffee in Vietnam over the past years These factors may encompass a wide range of economic, social, and environmental aspects that have had a significant influence on the industry By identifying and analyzing these factors, we aim to unravel the intricate relationship between supply and demand and shed light on the fluctuations and patterns observed within the instant coffee market in Vietnam Through this study, we hope to provide valuable insights into the instant coffee industry in Vietnam, elucidating the underlying factors that have shaped its supply and demand dynamics By understanding the complexities of this commodity and its market, stakeholders, including coffee producers, traders, and policymakers, can make informed decisions and devise effective strategies to navigate the industry's challenges and capitalize on its opportunities ANALYZE CHARACTERISTICS Characteristic 1: Number of brand and market share Coffee holds a significant position among Vietnam's agricultural products, contributing to the country's GDP development in recent years Nowadays, people tend to use more instant coffee because of its convenience Therefore, the instant coffee market in Vietnam is experiencing significant growth and popularity in recent times Vietnamese consumers have considered instant coffee as a convenient and accessible option for their caffeine fix As a result, the instant coffee market in Vietnam is developing, presenting numerous opportunities for both established and new players to expand their presence and capture the growing consumer base Vietnam is considered to be the second largest producing coffee in the world because Vietnam has a large coffee growing area and demand of consumers is more and more increased (Chi Nam 2018) Although this leads to many new brands wanting to enter the Vietnam coffee market, this industry recently has to face many challenges such as climate change, irrigation water source, large investment requirements and competition from other high-value crops (Chi Nam 2018) Currently, the Vietnamese instant coffee market accounts for 1/3 of the total domestic coffee consumption Moreover, in 2022, Vinacafe is the leading instant coffee company in Vietnam, with a market share of 45% Trung Nguyen is the second-largest company, with a market share of 25% Nescafe is the third-largest company, with a market share of 15% The remaining 15% of the market is shared by smaller companies This shows that the coffee market has been shaped very well, it is difficult to have opportunities for new players This means that it restricts new players entering the market Instant coffee market share in Vietnam (Source: Statista) Vinacafe is a state-owned company that has been in operation since 1973 It is the largest coffee producer in Vietnam, and it also exports coffee to over 60 countries Trung Nguyen is a privately owned company that was founded in 1996 It is the second-largest coffee producer in Vietnam, and it is also known for its chain of coffee shops Nescafe is a subsidiary of Nestle, the world's largest food and beverage company It has been operating in Vietnam since 1993, and it is the leading foreign coffee brand in the country Characteristic 2: Product nature Instant coffee products are popular with a benefit to boost energy levels and give different experiences in drinking coffee In these products, coffee beans are the main ingredients However, each firm has their own different combination between coffee beans and other ingredients such as milk, sugar, milk powder, e.g and other factors such as quality and technology to make different tastes With their own combinations, firms continue developing from origin products to make their products become more diverse on the market and different from their rivals In conclusion, though instant coffee products are similar, they have some slight differences, especially differences in taste, technology, and benefits of products Example 1: If Trung Nguyen is popular with G7 in 1, Vinacafe with Vinacafe original Buon Me Thuot Instant in Both products used coffee beans cultivated in Buon Ma Thuot, creamer and sugar However, G7 in using European technology with Trung Nguyen’s superior expertise (Source: Trung Nguyen Coffee) Besides, G7 wants to bring an exotically flavored taste experience so this product from Trung Nguyen has a bitter flavor of traditional coffee and that also gives customers more reasons to make a choice between two products (G7 in 1) (Vinacafe original Buon Me Thuot in 1) Document continues below Discover more from: Dự báo kinh tế xã hội DBKTXH 675 documents Go to course Hồn Trương Ba, da hàng thịt - mà essay chứng minh phần thân Nhìn chung, phần kết ba… Dự báo kinh tế xã hội 100% (13) Tổng hợp trắc nghiệm dự báo 96 Dự báo kinh tế xã hội 100% (13) Bai tap Du bao phat trien KTXH 24 Dự báo kinh tế xã hội 100% (6) Ôn DBPT KT-XH - trắc nghiệm sai, số tập 23 đề kiểm tra kỳ cuối kỳ Dự báo kinh tế xã hội 21 100% (2) [123doc] - cong-tac-du-bao-nhu-cau-san-pham-suachua-uong-probi-cua-vinamilk quản trị tác nghiệp neu Dự báo kinh tế xã hội 86% (7) Bài-tập-lớn-mơn-dự-báo nhóm-3 28 Dự báo kinh tế xã hội 100% (2) Example 2: Trung Nguyen Coffee and Néscafe always diversify their products by producing or developing more products based on the origin products to meet the market demand and increase their proportion of the market share (Coffee products of Néscafe) (Coffee products of Trung Nguyen) Characteristic 3: Barriers to entry The instant coffee industry in Vietnam is a challenging market for new entrants, as they face several barriers to entry that give an advantage to the existing players Some of these barriers are:  The high competition from both local and international brands, such as Trung Nguyen, Vinacafe, Nescafe, and Starbucks, which have a strong presence and reputation in the market  The low domestic demand for instant coffee compared to traditional coffee, which is preferred by many Vietnamese consumers for its taste and aroma According to a survey, only 24% of urban consumers and 16% of rural consumers used instant coffee in 2021  The high production costs and taxes for instant coffee, which make it less profitable than exporting raw coffee beans Vietnam is the second-largest coffee producer in the world, with a volume of 29 million 60 kg bags in 2020, but most of its coffee exports are unprocessed or semi-processed Besides, according to the Ministry of Agriculture and Rural Development of Vietnam, there were over 660 coffee processing factories in the country as of 2020, indicating a highly competitive landscape (Vietnam Briefing, 2021)  The strict regulations and standards for food safety and quality, which require instant coffee producers to comply with various certifications and inspections Vietnam has adopted the ASEAN Harmonized Tariff Nomenclature (AHTN) and the ASEAN Common Effective Preferential Tariff (CEPT) scheme, which impose tariffs and non-tariff barriers on imported and exported goods  Access to high-quality coffee beans can be a challenge for new entrants, as established brands often have established relationships with coffee farmers and suppliers These barriers, coupled with intense competition and capital requirements, create obstacles for new companies seeking to enter the instant coffee market in Vietnam Characteristic 4: Non-price competition Besides sale strategies with competitive prices, large enterprises also spend a considerable amount of money on advertising activities to increase brand awareness, product promotion, thereby increasing their sales (Trung Nguyen’s G7 advertising) (Nestle’s Nescafe advertising) (Vinacafe advertising) In conclusion, with the factor analyzed above, we can determine that the Vietnamese instant coffee market has almost sufficient characteristics that are close to the monopoly market, especially OLIGOPOLY → Oligopoly curve diagram: For example: Brand Price (2019) Price (2020) Price (2021) Price (2022) Supply Demand Néstcafe $5 $5.50 $6 $6.50 High High Trung Nguyen $4 $4.25 $4.50 $4.75 Medium Medium Vinacafe $3 $3.10 $3.20 $3.30 Low Low Based on the provided data, it is evident that the instant coffee industry can be categorized as an oligopoly An oligopoly refers to a market structure where a small number of dominant firms control the industry In this case, the data showcases three major brands in the instant coffee market: Nestlé, Trung Nguyen, and Vinacafe These brands exhibit a considerable level of control and influence over the market due to their pricing behavior The data indicates that all three brands consistently increased their prices over the years, demonstrating a synchronized pattern of price adjustments This suggests a high level of interdependence and mutual awareness among these firms, as they strategically respond to each other's pricing actions Additionally, the data also reveals the presence of a balanced supply and demand for each brand, indicating a concerted effort to maintain market equilibrium The fact that all three brands have varying levels of supply and demand further highlights their ability to control market dynamics Consequently, based on the pricing behavior, interdependence, and control demonstrated by Nestlé, Trung Nguyen, and Vinacafe, it can be concluded that the instant coffee industry in question operates as an oligopoly DEMAND AND SUPPLY CURVE OF VIETNAM INSTANT COFFEE Main factors affecting the supply of the Vietnam dairy a Raw materials price The primary raw material to produce instant coffee is Robusta coffee beans However, the price of coffee beans in Vietnam has reached a record high in 2023 Domestic coffee price rose by 25% compared to Q4 in 2022 and by 17% compared to the same quarter in 2022, reaching 48.600 - 49.000 VND/kg This upsurge is the first time in history the price of Vietnamese coffee has surpassed this mark and sometimes has reached VND 64,000/kg According to the US Department of Agriculture's forecast, Vietnam's coffee production in the 2022/2023 crop year will decrease by 6% to 29.75 million bags According to Vietnam Coffee and Cocoa Association (Vicofa), Vietnam's coffee production in the 2022/2023 crop year is predicted to drop by 10 - 15% compared to the previous crop year and hit 1,47 million tonnes Therefore, when Vietnam's coffee production declines, it will affect the supply, demand, and international coffee prices This substantial rise in price has a great influence on the output of coffee in Vietnam Example: Looking at the chart, we can see that at a price of $1,800 per ton, the supply of instant coffee in Vietnam was 100,000 tons in 2022 However, at the same price in 2023, the supply has been cut to 80,000 tons due to high raw materials prices (Robusta coffee beans) (Source: SSI Research, 2023) P ($) Qs (2022) (2023) 1800 80,000 100,000 Q (tons) 10 Therefore, the supply of Robusta beans would decrease during this period Since Robusta beans is the main raw material to produce instant, the supply of instant coffee in Vietnam, in turn, also declined b Technological development The application and combination of science and technology are extremely essential in the coffee industry Not only does it increase work quality and efficiency, but it also ensures sustainable development In addition, applying science and technology is necessary because global farmers and producers always face many difficulties in controlling prices and crops heavily affected by climate change Some of the prominent technological application in coffee production includes: Netafim drip irrigation method combines water fertilization with coffee plant fertilization; WeGAP; Nitrogen-fixing crops Combating the risk of groundwater depletion and reducing energy outputs helps to produce coffee at low costs Improved efficiency within smallholder farms means less waste as well This would positively affect the supply of instant coffee in Vietnam In Vietnam, there are instant coffee processing factories with a capacity of 52 tons/year There are a few enterprises that have invested in the deep processing industry such as Vinacafe, Trung Nguyen, and Nescafe Brands producing roasted and ground coffee products such as Dac Ha (Kon Tum), Thu Ha (Gia Lai), Vinacafe, Trung Nguyen Take a closer look at the leading instant coffee enterprise - Trung Nguyen which now has the world's leading technology Trung Nguyen Coffee Group has ordered the world's leading companies from Japan, Germany such as FAE, NEUHAU NEOTEC designs its own technology Trung Nguyen coffee processing factory is invested with a total investment capital of more than 40 million USD, built on an area of 27,000m2 Trung Nguyen's new factory will have a German green coffee steaming and vacuum drying line to help increase the quality and value of Vietnamese Robusta coffee before being processed domestically or exported, with the largest capacity in Asia of 20,000 tons/year Along with a closed roasting-grinding-packing line by German technology, Trung Nguyen has pioneered in investing in an instant coffee production line with modern cold-drying technology - this is the most advanced technology in the world With such dramatic development in technology, Trung Nguyen is able to stack up their instant coffee production while delivering 100% coffee’s pure flavor, round and fresh c Natural conditions In Vietnam, the largest coffee-growing regions are concentrated in the Central Highlands’ provinces However, due to the impact of climate change, the weather in the Central Highlands’ provinces is complicated and irregular; thus, Vietnamese coffee farmers are subjected to increasing uncertainties: longer droughts, more 11 frequent floods, and severe outbreaks of pests and diseases that result in reduced productivity In addition, there has been a scarcity in water sources for coffee farming due to climate change More specifically, Dak Lak is facing a shortage of water to irrigate crops during the dry season from March to June According to the Dak Lak Irrigation SubDepartment, the amount of surface water in rivers, streams and in 848 irrigation works began to run out Major streams in the area such as Ea H'leo, Cu M'gar, Krong Buk, Krong Nang, Krong Ana, Cu Kuin, Krong Pac, Buon Don and Buon Ho town has run out of water since the beginning of March 2023 In the 2021/22 production period, Vietnam produced 30.48 million 60-kilogram bags of Robusta coffee The volume of Robusta produced in Vietnam had been increasing steadily year on year from 2016 to 2020 However, it was slightly lower for 2020/21, at 28.05 tones due to unfavorable weather and reduced coffeegrowing area by some farmers Total Robusta coffee production volume in Vietnam from 2014 to 2021 with (in million bags) (Source: Statista 2022) There are concerns that this year, the complicated climate change and heavy processing activities during harvest time will be more difficult, affecting coffee output and quality Coffee production decreased by 10% compared to last year to about 1.7 million tons,” according to Vicofa’s representative d Government policies Vietnam’s officials have implemented long-term industrial reforms In 2014, the government unveiled a plan for sustainable coffee development through 2020 and a 12 Vision for 2030 Vietnam’s policy of coffee production has shifted to a new era with two objectives: to maintain its position as the world’s second-largest producer and exporter of green coffee beans and to double the added value by increasing productivity, quality, and value addition One positive sign is the USD 7.5 million subsidy from the Vietnamese government in November 2017 (International Comunicaffe, 2018) In terms of production support policies, the government has introduced many policies to support coffee production, specifically coffee replanting activities such as: the process of re-cultivating coffee under Decision No Decision No 273/QDTT-CCN dated 3/7/2013, the Ministry of Agriculture and Rural Development has approved the economic and technical norms for replanting with coffee (Decision 340/QD-BNN-TT dated February 23, 2013) 2013), the State Bank has reserved a credit package of VND 12,000 billion to support the provinces of the Central Highlands to serve the coffee replanting program Regarding trade policy, the government has imposed certain support policies such as: support billion/project for processing projects to build transport infrastructure, electricity, water, factories, waste treatment, purchase equipment; Support loans to buy machinery and equipment to reduce post-harvest losses up to 100% of value, 100% and 50% interest rate for the first years 3rd year respectively; Eliminate 5% VAT on some items including coffee; Purchasing system management; Improve preliminary processing technology; Building a modern coffee consumption system (coffee trading floor), developing the domestic market The industry has also benefited from fiscal incentives, ranging from value added tax refunds on coffee exports to tax exemptions tied to agricultural land use The state will fund up to half the cost of advertising and promoting Vietnamese export commodities including coffee (Tran 2014) Also, the government has kept irrigation water free Enterprise that invest in scientific research and technologies to serve production and business in agriculture will receive state support in the form of low-interest loans Example: In 2021 at the price of 10,000 VND (including tax), Néstcafe only produces 1,000 kg, but from Q2 / 2022 after being proposed by the Ministry of Finance to lower the tax rate from 5% down 2% increased its coffee production to 1,200 kg (Source: Nestle, 2022) 13 P (vnd) Q (kg) In addition, implementing the commitment of the Prime Minister at the United Nations Summit on Climate Change (COP 26) and the orientation of the Ministry of Agriculture and Rural Development on green growth and sustainable development Currently, the Ministry of Agriculture and Rural Development as well as localities have issued technical procedures on cultivation, re-cultivation, and processing, and at the same time guided localities to apply according to certification standards With those efforts, in 2022, Vietnam exported over 1.77 million tons of coffee, bringing in a turnover of over $4.05 billion, the highest in recent years In export coffee output, Robusta still accounts for the highest proportion with over 1.5 million tons, turnover of over billion USD; and processed coffee reached over 91 thousand tons, with a turnover of over 572 USD Instant coffee was the most popular type of coffee among a variety of markets Therefore, the production of instant coffee also reaped the benefits of these policies 2019 2020 2021 2022 2023 14 Volume of coffee exports from Vietnam from 2019 to 2022 with a forecast to 2023(in million 60-kilogram bags) (Source: Statista, 2022) Last month, Wilson Li Wuqiang, a representative of Trung Nguyen Coffee Group in Shanghai, said that Trung Nguyen coffee is a familiar brand there At first, Trung Nguyen mainly sold products like 3-in-1 instant coffee through border channels The move aimed to capitalize on China’s coffee market with an annual growth rate of 40-50 per cent In conclusion, the Vietnamese government’s policies have brought certain advantages to the coffee industry which encouraged the production, productivity, expansions of firms and a sustainable market As a result, instant coffee would be positively affected Main factors affecting the demand of the Vietnam instant coffee industry a Product price The price of the product will be mainly determined by the demanded quantity of consumers When the cost of the products increases, the demanded quantity decreases and vice versa Price of most popular types of instant coffee in Vietnam market in 2021 and 2022 (Source: Bach hoa XANH, 2022) The increase in product price can lead to a drop in the consumption of goods As a result, it leads to a decrease in instant coffee industry's sales For instance, the financial report for the fourth quarter of 2022 of VinaCafé Bien Hoa Joint Stock Company (stock code: VCF - HoSE exchange) shows that the company's net revenue in Q4/2022 reached approximately 709 billion VND, a significant decrease of 30% compared to the same period in 2021 This resulted in a 50% decline in gross profit, down to 133 billion VND in the corresponding period According to the explanation provided by VinaCafé Bien Hoa, the sharp decline in profit was mainly attributed to a 30% decrease in net revenue from the Cereal and Instant Coffee segments (Source: Tap chi Cong Thuong, 2023) The demand for instant coffee in the Vietnamese market is greatly influenced by the product's pricing Consumers' purchasing decisions and willingness to purchase a certain product are directly influenced by price A major 15 benefit of instant coffee is its reasonable price Vietnam is a price-sensitive market, and customers frequently take price into account when choosing which coffee to buy Instant coffee is a desirable alternative for consumers on a tight budget because of its relatively cheaper cost compared to other coffee options Instant coffee is available to a wider spectrum of consumers, including those with lower means, due to its low cost If the price of instant coffee rises, customers will be more likely to look for substitute products b Consumers income The regulations addressing COVID 19 caused a significant downturn in the Vietnamese economy starting in 2020 Widespread unemployment and a lack of income stability were caused by the slowdown in economic activity and a number of enterprises closing This directly affected people's desire to purchase instant coffee To balance the expense of other necessary things, they had to reduce the amount of money spent on this item The expenditure of Vietnamese citizens divided by urban and rural areas from 2012 to 2022 (Source: General Statistics Office, 2022) The economic decrease in 2021 due to the war between Russia and Ukraine also had several potential effects on Vietnamese income It's important to note that the impact on Vietnamese income would depend on various factors, including the extent of economic ties between Vietnam and the countries involved in the conflict, as well as the specific industries and sectors affected For instance, Vietnam's exports and imports may decline if the war interrupts international trade flows or fuels unrest in the area This could have an impact on industries that depend on foreign commerce, potentially resulting in lower earnings for employees and companies operating in those areas And Vietnamese individuals' spending on different goods and services, including instant coffee, is 16 likely to decrease if their income declines This is explained by the concept of income elasticity of demand and the income effect According to the income effect (Source: Luat Minh Khue, 2023), as income declines, people have less money on hand to spend on non-essentials like instant coffee Lower income levels frequently cause spending priorities to change, placing more value on necessities and basic needs Due to its status as a luxury good, instant coffee may be viewed as less essential during hard times 17 c Business image Instant coffee brand consumers think of first when being asked (Source: Vinaresearch, 2021) The demand for instant coffee brands' products in the Vietnamese market is significantly influenced by their corporate image There are a number of reasons why consumer behavior and purchasing decisions are significantly influenced by business image 18 Firstly, a good brand reputation is created and maintained by having a positive business image Like anyplace else, consumers in Vietnam tend to trust and favor brands that have a good reputation for providing high-quality goods, consistent flavor, and dependable customer service Increased demand for instant coffee is more likely to result from a reputable brand's ability to draw in and keep consumers (Source: Vinaresearch, 2021) Business image plays a role in establishing an emotional connection with consumers Brands can build a devoted following if they can project a favorable and relatable image A brand's products are more likely to be repurchased by customers who identify with it, which sustains the demand for instant coffee 19 CONCLUSION In conclusion, our study of the instant coffee industry in Vietnam has determined that it falls within the oligopolistic market structure This is characterized by a small number of dominant firms, including major brands in Vietnam's instant coffee market These firms have a significant influence on pricing strategies and product differentiation Furthermore, we have identified several key factors that have a substantial impact on the supply and demand of instant coffee in Vietnam These factors include changing consumer preferences, urbanization, technological advancements, marketing efforts, and environmental conditions Understanding these factors is crucial for both industry stakeholders and economic learners to navigate and comprehend the complexities of the instant coffee market in Vietnam By conducting this final project, we have acquired a comprehensive understanding of Vietnam's instant coffee industry The knowledge gained can be applied to real-life scenarios, enabling us to make informed decisions and contribute to the industry's growth and sustainability Additionally, this study provides up-to-date insights for economic learners seeking to enhance their understanding of the characteristics and dynamics of an oligopolistic market Overall, our research has shed light on the oligopolistic nature of the instant coffee industry in Vietnam and highlighted the factors that shape its supply and demand It is our hope that this study will serve as a valuable resource for industry participants, policymakers, and learners alike, facilitating informed decisionmaking and fostering a deeper understanding of Vietnam's instant coffee market 20 REFERENCES Chi Nam (2018), "Vietnam's coffee industry at risk as trees age", Vietnamnet Retrieved from https://vietnamnet.vn/en/vietnams-coffee-industry-at-risk-as-treesage-E214582.html Duy Quang, "Doanh thu cà phê hòa tan, ngũ cốc giảm 30% q 4/2022", Tạp chí Cơng Thương, 2023 Retrieved from https://tapchicongthuong.vn/baiviet/vinacafe-bien-hoa-doanh-thu-ca-phe-hoa-tan-ngu-coc-giam-30-trong-quy42022-102387.htm General Statistics Office (2023) Thơng cáo báo chí kết khảo sát mức sống dân cư 2022 Retrieved from https://www.gso.gov.vn/su-kien/2023/05/thong-caobao-chi-ket-qua-khao-sat-muc-song-dan-cu-2022/# International Trade Administration (n.d.) Vietnam - Market Challenges Khanh Chi (2018), "Coffee producers mixing it up", Vietnam Economic Times Retrieved from http://vneconomictimes.com:8081/article/business/coffeeproducers-mixing-it-up Luật Minh Khuê (n.d.) Hiệu ứng thu nhập gì? Retrieved from https://luatminhkhue.vn/hieu-ung-thu-nhap-la-gi.aspx Nguyen, M.N (2023) Coffee market in Vietnam - statistics & facts Statista Quang Trieu, "Tổng hợp loại cà phê hòa tan ưa chuộng nay", Bách hoá XANH, 2022 Retrieved from https://www.bachhoaxanh.com/kinhnghiem-hay/tong-hop-cac-loai-ca-phe-hoa-tan-duoc-ua-chuong-nhat-hien-nay1401200 Statista (n.d.) Vietnam: Coffee export volume 2017/18-2022/23 Retrieved from https://www.statista.com/statistics/877329/vietnam-coffee-exportvolume/#:~:text=In%202021%2F22%2C%20the%20volume,in%20the %202022%2F23%20period 10 Statista (n.d.) Vietnam: Total Robusta coffee production from 2012/2013 to 2021/2022 Retrieved from https://www.statista.com/statistics/1020945/vietnamtotal-robusta-coffee-production/ 11 Tran, T.D & Ai, T.H (2021) Factors affecting intent to use instant coffee from Vietnamese consumers The EUrASEANs journal on global socio-economic dynamics 21 12 Vinaresearch (2021) Báo Cáo Nghiên Cứu Mức Độ Phổ Biến Thương Hiệu PBI Cà phê Hoà Tan 04.2021 Retrieved from https://vinaresearch.net/public/news/2218Bao_Cao_Nghien_Cuu_Muc_Do_Pho_Bien_Thuong_Hieu_PBI_Ca_phe_Hoa_Ta n_04.2021.vnrs 22