THÔNG TIN TÀI LIỆU
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 STUDENT NAME STUDENT ID VO MAI VY 1908297 CONTENTS I Introduction: II PEST Analysis: .3 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 EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing 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) II.1 PEST the United States: a Political Factor: Taxation regulations: EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing 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 Government on the tax payable in Vietnam (Nhật, 2017) b Economic Factor: 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%, EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing 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 EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing 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 II.2 PEST Indonesia: a Political Factor: 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 EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing 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 EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing 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 19 th; 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 Population GDP - per capita Competition Political stability Score The United States 95 80 60 60 7550 Mexico 70 40 50 40 5150 Canada 50 50 50 80 5600 Weights 30 25 25 20 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 EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing 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 EXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketingEXPORTING.COFFEE.TO.THE.UNITED.STATES.AND.INDONESIA.course.BSc.(hons).BUSINESS.MANAGEMENT.module.title.global.marketing 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