ABSTRACT This thesis focuses on clearly analyzing the organization and operation, resource conditions, actual situation of production, business and marketing activities at Hao Dat tea co
INTRODUCTION
Question
Cooperatives increasingly clearly show their role in socio-economic development, especially the agricultural economy, by creating more jobs, and increasing income sources for workers and a large number of people disadvantaged in society in rural areas, contributing to ensuring social security, safety, order, and safety, building great solidarity of the whole people In addition, the cooperative has the well-mobilized human and physical strength to solidify agricultural infrastructure and build new rural areas This is the essence and true value of the cooperative economy Many new-type cooperatives and specialized cooperatives have been established, which have promoted their leading role in supporting local members to develop effectively and sustainably
Vietnam has an advantage in tea production, especially in the Thai Nguyen province This is also one of the leading export agricultural products of our country Thai Nguyen tea area is one of the key tea regions of the country, with a tea area of more than 22,300 hectares, of which processing output reaches 37,400 tons, industrial processing reaches 6,385 tons, equaling 17% of total output (Ministry of Agriculture and Rural Development in 2020 Vietnam tea industry: Situation and solutions) identifying tea as a key crop of the province, in recent years Thai Nguyen has taken measures to improve the yield and quality of tea to meet VietGap standards Currently, the province has 15 models according to VietGap standards in Dai Tu, Dinh Hoa, Dong Hy, Vo Nhai, Pho Yen, Phu Luong, and Thai Nguyen city districts, with a total area of about 200 hectares Especially famous for the Tan Cuong tea area in Thai Nguyen City, mainly concentrated in 3 communes of Tan Cuong, Phuc Ha, and Phuc Triu
Currently, the tea industry produces domestically and reaches out to the world Over the years, the tea industry has brought significant economic value to society, created many job opportunities, increased incomes, improved people's lives, and contributed to the development of agriculture However, in the context of integration and the impact of the Covid-19 pandemic, the tea industry is facing many difficulties and challenges; about 90% of tea output is exported in raw form, at low selling prices, and consumed under the brand name of the importer Along with that, marketing activities still have many limitations and shortcomings [4]
Hao Dat Tea Cooperative was established in 2016 in Tan Cuong commune, Thai Nguyen city, with eight members and more than 50 households to supply raw tea (formerly known as Hao Dat tea production and business cooperation group) Up to now, Hao Dat Tea Cooperative has 30 members, with more than 10ha of natural tea area, which focuses on applying scientific and technical advances to safe tea production according to VietGAP standards to ensure the source of input tea materials Hao Dat Tea Cooperative consistently achieves high quality, ensuring food safety and hygiene criteria In addition to displaying, introducing, and selling products at the place of production, introducing and promoting on websites, Hao Dat Tea Cooperative also promotes trade promotion activities such as Participation in fairs and exhibitions in and outside the province The product lines of Hao Dat tea have affirmed the brand reputation in the domestic market and some countries such as China, and Taiwan, by high quality, ensuring food safety and hygiene Currently, the cooperative has three main products, including Moc cau tea, Tom non tea, and Dinh tea, rated at 04 stars OCOP, in which Tom non tea is a 01/20 product that has been evaluated and classified by the council National OCOP product rating proposed for 5-star recognition Due to the nature and characteristics of products and the Vietnamese New Year holidays, the issue of appropriate marketing is also a problem in general for the Vietnamese tea industry and the Hao Dat Tea Cooperative Facing the epidemic situation in recent years, the cooperative's marketing faced many difficulties.[3]
Therefore, in the coming time, the tea industry needs to implement many solutions synchronously to innovate in marketing activities Starting from the above practice, I researched the topic: " Marketing tea product of Hao Dat cooperative in Thai Nguyen city "
Objectives of the study
Through research, the thesis focuses on clearly analyzing the organization and operation, resource conditions, and current status of production and business activities and marketing activities at Hao Dat Tea Cooperative, Tan Cuong, Thai Nguyen On that basis, the thesis can research and propose marketing solutions to help cooperatives produce and do business effectively, promote their potential and strengths and overcome difficulties and obstacles in tea production and business in the following years
- To evaluate the current of marketing tea products at Hao Dat Tea Cooperative in Thai Nguyen province
- To propose some solutions to improve efficiency in marketing activities at Hao Dat Tea cooperative soon
Meaning of the topic
1.3.1 Meaning in learning and research
- Studying the topic helps students consolidate the basic knowledge and knowledge trained at the school, and at the same time, creates conditions for students to have the opportunity to access real-life knowledge
- Researching the topic is the basis for students to apply the knowledge they have learned in practice creatively Students need to see the basic knowledge that needs to be supplemented to be suitable for the following real work
- Research topics to promote students' self-discipline, active learning, and research Improve the spirit of inquiry, learning, creativity, and ability to apply knowledge and synthesize, analyze, evaluate situations, and orient ideas in practical conditions
- Researching the topic is an opportunity for each student to apply what they have learned in scientific research, which is the basis for forming research ideas in the field of developing indigenous medicinal plants later
- The research results of the topic provide marketing solutions in tea production and business activities of the cooperatives to help the units produce and trade effectively, promote their potential, and strengths, and overcome challenges overcome difficulties and obstacles in the process of tea production and business
- The research results are the reference base for the tea production cooperatives in Thai Nguyen province and the Hao Dat tea cooperative in particular for reference and application.
OVERVIEW OF RESEARCH ISSUES
Theoretical basis
Green tea is one of the specialties of Vietnam, distributed in areas with suitable ecological conditions for the growth and development of the plant Green tea is a drink with many uses that many customers choose
The origin of the tea plant is one of the issues with many different opinions, such as Many people believe that the origin of tea is in the Yunnan plateau – China In contrast, others think that the green tea plant is in North Vietnam, either in Burma or first appearing in India In ancient times when there was no clear division of places, it was challenging to determine the origin of the tea tree of which place Therefore, we can see that the above areas are all in ancient Southeast Asia [5]
Thus, it can be understood that ancient Southeast Asia was the cradle of tea, and today it is widely distributed in many parts of the world with suitable ecological conditions
Tea products have long been recognized as food Brewed tea is an exquisite beverage for humans Drinking tea at a moderate level has good effects on the body: makes people less tired, mentally sharp, and mentally refreshed, enhances muscle activity, improves working capacity and resilience at work In addition, drinking tea also can fight many intestinal diseases such as diarrhea, dysentery, typhoid, anti-atherosclerosis, cancer prevention, and radiation prevention Tea is also used to make medicines for the heart, hemostasis, diuretics, etc [9]
Economically: tea is a perennial industrial plant, having practical effects in greening bare land and bare hills; against leaching and erosion in sloping lands Nowadays, the tea tree is not only one of the crops to eliminate hunger and reduce poverty for people in the Midlands and Mountains, but it has helped many tea-making families become rich Products processed from tea buds are being widely consumed throughout the country and are an export item of high economic value in the national economy Developing tea production creates jobs for tens of thousands of people, especially in remote and isolated areas
2.1.2 Economic overview and cooperatives (cooperatives)
2.1.2.1 The concept of economic efficiency
Economic efficiency is an economic category reflecting the quality of economic activities, the quality of these activities is the process of increasing rational exploitation and arousing available human potential to serve human interests.[12]
The essence of economic efficiency in social production is to fulfill the requirements of the law of saving labor time in the use of social resources That is the efficiency of social labor and is determined by the close correlation between the number of valuable results obtained with the amount of waste
From a comprehensive point of view, economic efficiency cannot be excluded from the goal of improving cultural and social qualifications, better meeting social needs, and creating a sustainable environment That represents the relationship between economic performance, social performance, and environmental performance now and in the long run That is the correct view in microeconomics and macroeconomics in line with current economic development trends
* Some formulas to evaluate the economic efficiency
+ Value of production: GO (Gross Output) is the total value of goods and services created in a certain period (usually 1 year)
GO = ∑ Where: Pi is the unit price of the product
Qi is the volume of product i + Intermediary costs: IC (Intermediate Cost) is the total cost of regular materials and services used in the production process such as seeds, fertilizers, pesticides, and cheap tools that perish quickly in one crop in manufacturing
IC = ∑ Where: Ci is the expense
+ Value added: VA (Value Added) is the added value of the enterprise or producer calculated by the formula:
In the case of hiring labor, such hire must be deducted
+ Mixed Income: MI (Mixed Income) is the net income of a producer including labor income and profit when producing a unit area in a year
MI = VA – (A + T) Where: VA is the value added (increase)
A is the depreciation of fixed assets and amortized cost + Profits:
TPr = GO – TC Where: GO is the production value
TC is the total cost of production + Production value per unit area: the ratio between the total volume of products obtained divided by a unit area (in sao or hectare)
GO/pole or GO/ha + Production value per dollar of cost: GO/TC
+ Production value per worker: GO/CLD
+ Value added per unit area: VA/ha or VA/ha
+ Value added per dollar of cost: VA/TC
+ Value added per worker: VA/CLD
* Some formulas for economic efficiency
+ Formula 1: Economic efficiency is determined by the ratio between the value of the result obtained and the cost spent to achieve that result
Economic efficiency = Outcome/Production cost or H = Q/C
C is the cost of production + Formula 2: Economic efficiency is determined by the difference between the value of the result obtained and the cost spent to obtain that result
Economic efficiency = Outcome – Production cost or H = Q – C
The term marketing was first used in 1902 in the University of Michigan lecture halls in the US By 1910, all universities in the United States began to teach this subject
For nearly half a century, marketing was taught only in English-speaking countries It was not until after the second world war, in the 50s and 60s of the twentieth century, that it spread to Western Europe and Japan The internationalization of marketing has progressed rapidly Today, businesses that want to do business with high economic efficiency need to understand and apply modern marketing
McCarthy defines marketing as the process of performing activities to achieve organizational goals by anticipating customer or consumer needs and directing the flow of goods and services that satisfy those demands from the producer to the customer (McCarthy, 1975)
According to Gronroos (1990), marketing is the establishment, maintenance, and strengthening of relationships with customers and related partners to satisfy the goals of these members
The American Marketing Association abbreviated as AMA (2007): gives the official definition that marketing is the activity, set of institutions, and processes that create, interact, deliver, and change valuable proposals for consumers, partners as well as society at large
Stone et al (2007): “Marketing is a system of business activities designed to plan, price, promote, and distribute products that satisfy the wants of target markets to achieve them organizational goals”
Philip Kotler: “Marketing is the process by which individuals and groups can achieve needs and wants by creating and exchanging products and values between parties” (Kotler et al, 1994, p twelfth)
To grasp the needs of the market, companies/cooperatives need to have more appropriate and accurate product strategies for their products
First, the company/cooperative needs to forecast market demand and according to experts, a market demand forecasting process will go through 4 steps:
Above all, businesses need to determine the potential market for their products and a perfect market must be large enough to cover all consumers inside When defining a market, the company/cooperative needs to pay attention to substitute products because customer demand for the product is ever-changing and often affected by the price or social influence
Step 2: Divide the total demand into its major components
This step aims to review, evaluate, and make judgments about alternative segments
Step 3: Guess the factors affecting market demand
After having statistics related to market demand, at this time, companies/cooperatives need to make their judgments about the causes of changes in demand in the market past
In some cases, assuming market demand is influenced by macroeconomic variables and market developments sometimes produces inaccurate and misleading results Therefore, this step aims to provide insight and accuracy by changing assumptions quantifying their impact on market demand
Next will be a research method to help companies/cooperatives research market needs that customers are interested in a) Observe consumer behavior
Observing the shopping behavior of users helps us easily grasp the psychology as well as the needs that customers are interested in b) Testing of sample products
Using sample products for customers to try will quickly grasp the market’s needs and customers' reactions to the company's/cooperative's products After monitoring customer attitudes and gestures, the company/cooperative will know how to choose a pricing and marketing strategy to suit the market’s needs c) Open the survey
Practical basis
2.2.1 Situation of tea production in Vietnam
According to statistics of the Vietnam Tea Association, by 2020, our country has
34 provinces and cities growing tea with a stable total area of 130 thousand hectares, the average yield is about 8.0 tons/ha, and the output of dry tea is about 192 thousand tons.[18]
Tea is grown mainly in the Northern Midlands and Mountains, accounting for about 70% of the country's tea-growing area; next is the Central Highlands with about 19%; The North Central and Central Coast regions have tea area accounting for 7.0%, and the Northern Delta region 4.0% Some localities have large tea areas: Thai Nguyen (22.3 thousand ha), Ha Giang (21.5 thousand ha), Phu Tho (16.1 thousand ha),and Lam Dong (10.8 thousand ha) [18]
Currently, Vietnam has more than 170 varieties of tea of all kinds with quality assurance and high yield, with special flavors that are favored by the world, such as Che shan, PH1, LDP1, LDP2, PT14 and varieties of imported tea such as PT95, Kim Tuyen, Bat Tien, Tu Quy Xuan In particular, shan tea is a precious tea variety, which has been developed for a long time in some northern regions such as Ha Giang, Yen Bai, Son La, Dien Bien With about 24% of the total tea growing area in the country Shan tea includes varieties: industrial shan tea, highland shan, and top shan Currently, the ancient Shan tea forests with many hundreds of years old trees of Vietnam are giving products with many valuable properties and are indispensable materials for the production of clean tea, specialty tea, as well as processed tea products variable with high added value.[18]
Vietnam's tea is consumed mainly in the domestic market and for export In the domestic market, the demand for tea consumption of Vietnamese people is always high, especially during Tet holidays or important events In particular, tea is not only used for daily drinking but also used as gifts to relatives instead of greetings and greetings Therefore, the domestic tea consumption situation is always at a stable level The domestic consumption market is mostly green tea in contrast to the main export market, which is black tea (accounting for 51%) In recent years, in addition to middle-aged and elderly people, tea consumption by young people is also increasing Along with that, they have higher requirements for convenience, speed, and beauty These tastes have created a place for instant tea, dipping bag tea, etc
For the export market, right from the first months of 2020, despite facing complicated developments of the Covid-19 epidemic, tea is one of the products that can be maintained and not affected If there is a break in the export process, the growth of Vietnam's tea exports to many major markets is guaranteed to be stable According to data from the General Department of Customs, the export of the tea industry in 2020 is estimated at 134,964 tons, worth 217.7 million USD, priced at 1,613 USD/ton, down 1.8% in volume, down 7.8% in metal quota and down 6.2% in price compared to 2019 The export structure of tea products mainly includes: black tea accounting for 51%; green tea accounting for 48% (including flavored and oolong tea); The rest are other types of tea The average price of black tea is 1,350 USD/ton; green tea is 1,880 USD/ton Vietnam's tea products are currently exported to 74 countries and territories In Which, Taiwan, Russia, Indonesia, and China continue to be the 5 key markets of Vietnamese tea, accounting for nearly 70% in volume and more than 70% in export value
- Pakistan is Vietnam's largest tea consumption market in 2020 reaching 43,357 tons, equivalent to 82.59 million USD, the average price is 1,905 USD/ton, down 11.2% in volume, down 14.4% in metal quota and down 3.5% in price compared to 2019; accounting for 32% of the total volume and 37.9% of the total tea export turnover of the country
- The second largest market is Taiwan, reaching 17,290 tons, equivalent to 26.68 million USD, accounting for nearly 13% of the total volume and total export turnover of tea of the country, down over 9.5% in volume and down 10.5% in turnover
Next, the Russian market reached 14,071 tons, equivalent to 21.52 million USD, accounting for over 10% of the total volume and total turnover, down 7.1% in volume and down 3.9% in turnover
Value (USD) Amount Value Amount Value total 134.964 217.703.040 -1,75 -7,82 100 100
(Source: According to calculations from data published on January 13, 2021, by the
General Department of Customs) 2.2.2 Situation of tea production in Thai Nguyen province
- On the development of raw material areas
From 2006 to 2012, every year the province organizes new planting and replanting on an average of 1000 ha/year with new varieties of tea with high yield and quality To ensure the quality of raw tea, the province has the policy to support farmers to invest in intensive farming, including applying Good Agricultural Practices (VietGAP) Since
2009, the first model of tea production according to VietGAP standards has been implemented in Hoa Binh commune (Dong Hy), then continued to be deployed in many localities Currently, the whole province has 15 VietGAP tea models in Dai Tu, Dong Hy, Dinh Hoa, Vo Nhai, Pho Yen, Phu Luong, and Thai Nguyen city districts, with a total area of about 200ha.[19]
Thai Nguyen tea is processed by two methods: manual and industrial Currently, in the whole province, there are 29 enterprises, of which 17 are engaged in purchasing fresh bud tea to process products, the processing output is 37,400 tons, of which industrial processing is 6,385 tons equal to 17% of total production Industrially processed tea products are mainly producing black tea and green tea for export The rest of the tea production is processed manually with fresh tea buds, which are preliminarily processed by farmers using a rotary corrugated iron machine, or a rolling machine, only the specialty tea area can process the finished tea
Thai Nguyen tea is consumed in both domestic and foreign markets, with the domestic market accounting for 7th of tea, specialty green tea, only and about 30% of processed tea output is exported export from 1,400-1,500 USD/ton, the main import markets are Middle East countries, some Asian and Eastern European countries In general, the domestic price of Thai Nguyen tea is always higher than that of other tea regions and is relatively stable, currently at VND 120,000 to VND 220,000/kg of finished tea for medium products; from 280,000 to 450,000 VND/kg specialty green tea; Premium specialty tea costs 2,500,000 - 3,000,000 VND/kg The intensive farming and restructuring of tea varieties over the years have increased the product value per area unit from 46 million VND/ha in 2008 to 68 million VND/ha in 2010,
RESEARCH SUBJECTS, CONTENTS, AND METHODS
Research subjects
- Research object: Marketing tea products at Hao Dat Tea Cooperative
Research scope
- Location: Hao Dat Tea Cooperative
- An overview of the research site and the cooperative where the study is located
- Evaluation of the current state of cooperative marketing activities (market research, marketing- mix)
Research Methods
3.4.1 Methods of investigation to collect data
Secondary information to be collected includes:
- The secondary information on the theoretical basis related to the research topic is collected through previously published studies, on the internet, and in published documents.[20]
- General information on the situation of tea production in Thai Nguyen province, Tan Cuong commune, and information on the study area is collected through reports of localities at all levels.[20]
- Information about Hao Dat Tea Cooperative is collected through available data from Tan Cuong Commune People's Committee
- Through direct interviews with questions prepared in advance for several officials and members of the cooperative who are knowledgeable about tea production and business activities and marketing activities of the cooperative.[21]
- Semi-structured interviews with experts, and local officials with expertise in management, technology, and market in tea production and business in Tan Cuong commune.[21]
The sources of survey data collected through the study, it was synthesized and analyzed
- The data collected in the study was collected, processed, and analyzed The processed data is arranged into contents, tables, and diagrams in the report
- Qualitative and quantitative processing based on data processing software excel
- The collected secondary data will be screened, selected, and arranged in order of content to create a reasonable association
- The data is selected and processed mainly by Microsoft Excel and Microsoft word software used to edit documents, draw tables and calculate
- From the survey data sources collected in the study area Then proceed to synthesize, process, and analyze the data in Excel
- Method of data synthesis and analysis: Using this method to synthesize collected data, then process and display the data on tables, analyze and evaluate the actual situation
- Descriptive statistics method: The information and data are described and linked clearly according to the statistical methods
- Comparative analysis method: Analytical data are compared over the years, the criteria are to see the actual situation related to the research problem
It is a method widely applied in many different scientific fields Used to compare qualitative or quantitative factors, to compare quantified economic and social indicators and phenomena with the same content and similar properties to confirm the volatility of the contents dung
Using this method, we make a table to consider the increase and decrease of the indicators over time, using absolute numbers, relative numbers, and general averages to consider.
RESULTS AND DISCUSSION
General assessment of the study site and the cooperative where the study is located
4.1.1 Tea development situation in Tan Cuong commune, Thai Nguyen city
Through many ups and downs, up to now, tea is confirmed as a key crop in the city Thai Nguyen In particular, the Tan Cuong specialty tea area (including communes: Tan Cuong, Phuc Xuan, Phuc Triu, Thinh Duc, Quyet Thang, and Phuc Ha) currently has a total area of over 1,400 hectares, of which nearly 1,350 hectares are under construction for harvest
Due to proper care and harvesting, tea yield will increase from 140 quintals/ha (in 2015) to 150.7 quintals/ha in 2021 Accordingly, output increased from 18,000 tons (in 2015) to 20,300 tons (in 2021), equivalent to an amount of VND 1,300 billion
In particular, in September 2017, the National Office of Intellectual Property (Ministry of Science and Technology) granted a Certificate of Geographical Indication Registration "Tan Cuong" for Tan Cuong tea products
Currently, Tan Cuong tea is sold in supermarkets, agents, and retail stores across the country, with stable prices and always higher than products of other tea regions
To market survey at the end of 2021, Tan Cuong tea has the lowest price from 250,000 to 350,000 VND/kg; specialty Tom non tea from 400,000 to 500,000 VND/kg; high-grade young Tom non tea from 600,000 VND to 1.5 million VND/kg; high-grade
Dinh tea from 2.5 to 3.5 million VND/kg In 2021, the production value per 1 hectare of tea land in Ho Chi Minh City Thai Nguyen is estimated at 800 million VND
According to the aggregated data of the city authorities In Thai Nguyen, Tan Cuong tea area only 20% of the area is indigenous tea (small-leaf midland tea), and the remaining 80% is foreign tea
Faced with this fact, the Department of Science and Technology of Thai Nguyen province and local authorities have made two efforts to carry out two tasks: Propaganda for people to effectively use the geographical indication "Xinjiang", and at the same time deploying project "Preservation and development of midland tea varieties to preserve and develop Tan Cuong geographical indications for tea products of Thai Nguyen"
After 3 years (from September 2017 to September 2020), the Tan Cuong tea area has 3 hectares of small-leaved midland tea newly planted under the above project All tea varieties were selected by the project in 68 households in the region Especially, there are
7 varieties of tea trees that have been granted certificates of midland tea by the Department of Agriculture and Rural Development Currently, the entire tea area newly planted under the project is well-developed and is being harvested (Thai Nguyen: Invest in the conservation and development of Tan Cuong specialty tea areas)
4.1.2 Overview of Tan Cuong commune
4.1.2.1 Natural condition a Geographical location: Tan Cuong commune is located in the southwest of Thai
- To the east, it borders Thinh Duc commune
- To the west, it borders Pho Yen town
- To the south, it borders Song Cong city
- The North borders Phuc Triu commune
Figure3 Location map of Tan Cuong commune, Thai Nguyen city
Figure4 Satellite map of Tan Cuong commune, Thai Nguyen city (Satelite
Tan Cuong commune has an area of 14.03 km 2 , the population in 1999 was 4,811 people, the and population density reached 343 people/km 2 b Climate and hydrological
The climate is divided into two distinct seasons:
- Rainy season from May to October
- Dry season from October to May
The average annual rainfall is about 2,000 to 2,500 mm; highest in August and lowest in January
Winter is divided into 3 distinct regions: The cold area is located in the north of Vo Nhai district; The moderate cold zone includes Dinh Hoa and Phu Luong districts and the south of Vo Nhai district; The warm zone includes the following districts:
Dai Tu, Thai Nguyen City, Dong Hy, Phu Binh, Pho Yen and Song Cong Town
The temperature difference between the hottest month (June: 28.9°C) and the coldest month (January: 15.2°C) is 13.7°C The total number of sunny hours in a year ranges from 1,300 to 1,750 hours and is relatively evenly distributed over the months of the year
In general, the climate and weather of Thai Nguyen are favorable for the development of agriculture and forestry
Thai Nguyen province has two main rivers flowing through which are the Cau River and the Cong River There is also the Rong River, which originates in the mountains of Vo Nhai district and flows into the Thuong river basin in Huu Lung district, Lang Son province
Cau River is located in the Thai Binh river system, with a basin of 6030 km 2 , originating from Cho Don district, Bac Kan province, flowing in the northwest-southeast direction Discharge in flood season: 3500 m3/s, dry season: 7.5m3/s Cau River has many tributaries, the main tributaries are located within Thai Nguyen provinces such as the Chu river, Du river on the right bank, Nghinh Tuong river, Khe Mo river, and Huong Thuong river on the left bank On the Cau River, there is the Thac Huong dam to keep water for 24,000 ha of 2-crop rice in the districts of Phu Binh (Thai Nguyen) and Hiep Hoa and Tan Yen (Bac Giang)
Cong River is 96km long, has a basin of 951 km2, originates in Ba La mountain area, Dinh Hoa district, and flows along the foothills of Tam Dao mountain range Cong Hoi river and Cau river at the southernmost point of Pho Yen district, Thai Nguyen province The amount of water in the Cong River is quite abundant because it flows through the area with the most rainfall in the province
Thai Nguyen province has many lakes, the largest of which is Nui Coc Lake (due to the Nui Coc blocking the Cong River) The lake has a water surface of 25-30 km 2 , a depth of 25-30m, holds 210 million m3 of water, actively irrigates 12,000 ha of 2-crop rice, crops, and industrial plants, and provides domestic water for Thai Nguyen city Song
Cong town In addition to Nui Coc lake, Thai Nguyen province also has 850 hectares of irrigation lakes, 2,400 hectares of small ponds and lakes, including some relatively large lakes such as Khe Lanh lake (Phu Yen), Bao Linh lake (Dinh Hoa), Ghenh lake Tea (Song Cong Town)
Groundwater in Thai Nguyen has a fairly large reserve and is quite high in mineral content: over 10g/L Currently, only a part of shallow groundwater has been exploited for domestic use and there is a natural mineral water extraction point in La Hien (Vo Nhai)
4.1.3 Overview of Hao Dat Tea Cooperative
4.1.3.1 General information about Hao Dat tea cooperative
- Full name: Hao Dat Tea Cooperative
- Date of the establishment (licensed to operate): 12/01/2017
- Head office: Nam Dong hamlet - Tan Cuong commune - Thai Nguyen city - Thai Nguyen province
- Business lines: Planting tea, producing tea, multiplying and caring for perennial seedlings, cultivation service activities and post-harvest service activities
Figure5 Hao Dat Tea Cooperative
4.1.3.2 History of formation and development
- From 2005 to 2012: Established Hao Dat tea establishment
- From 2012 to 2016: Establishing a cooperative group
- From 2016 to present: Established Hao Dat Tea Cooperative
From an initial cooperative group consisting of 03 members cooperating in traditional tea production, due to market demand and product development on December
Evaluation of the scale, resources, and business activities of Hao Dat tea cooperative
4.2.1 Capital resources, area and facilities
- Charter capital: 300,000,000 (Three hundred million dong)
- The area of 2 workshops is 4,000m 2
- Equipment and machinery are manufactured in Taiwan and Vietnam, with a capacity of 130 tons of dry tea per year In addition, the cooperative also invested in a community tea and food court for people everywhere to enjoy with an area of 800m2, tea growers in the hamlets: Hong Thai, Go Phao, Soi Vang of Tan Cuong commune assured to produce and supply raw materials for the cooperative
Figure6 Flowchart of the production process
4.2.2 Human resources of the cooperative
The organizational structure of cooperatives operating under the Law on Cooperatives
- The Board of Directors has 03 people (01 Chairman and 02 members)
- The Supervisory Board has 03 people (01 head and 02 members)
Figure7 Diagram of the parts of the enterprise/cooperative
4.2.2.2 Functions and duties of the department
- Board of Directors: Decide production and business strategy and important issues of the cooperative
Technical department, raw material purchasing
- Director: Managing all production and business activities of the cooperative
- Supervisory Board: Supervising production, business, and product quality activities according to regulations
- Technical department and raw material procurement: Advise partners (tea growing households) on techniques to grow and collect fresh tea to ensure standards
- Processing department: Processing and packaging products
- Accounting - Finance Department: Advise the Board of Directors on financial activities, business, economic planning, tax and insurance procedures under the law, and advise on the activities of the financial institutions other parts
- Sales, market development: Marketing, brand promotion, trade promotion, product introduction, sales
4.2.3 Overall assessment of production and business activities
Currently, Thai Nguyen tea is mainly for domestic consumption (70%) If processed well, it can increase the value and expand the export market Hao Dat Moc cau tea is being favored by the domestic market and is aiming to export large quantities to countries around the world Thai Nguyen land has conditions for tea trees to grow and become a product with the characteristics of the homeland Unlike other tea regions, Thai Nguyen has become a famous brand that is highly appreciated by consumers
Tan Cuong tea area is not only famous for its delicious tea products but also has beautiful natural landscapes, poetic mountains, and rivers Tan Cuong tea hill is an area of undulating bowl hills, fertile soil, fresh and cool ecological environment Tan Cuong tea has a gentle natural aroma, light chat, and yellow-green watercolor, when drinking, it has a sweet aftertaste that settles in the taste buds of the people who enjoy it, enchanting those who love the art of enjoying tea Up to now, Tan Cuong tea has been exported to many countries around the world such as France, Iran, Japan, China, Korea, the United States, And some others countries At present, the commune has over 200 households making tea and trading tea To preserve and promote tea, Thai Nguyen province has carefully planned to organize a Tea Cultural Festival every 2 years
Vietnam has over 100 million people, and has a tradition of tea drinking culture, which is the market of Thai Nguyen in general and Hao Dat tea in particular With the Tan Cuong tea brand as an advantage, the ability to dominate the domestic market and export in the international market in large quantities is possible
Hao Dat tea is located in the Tan Cuong tea area of Thai Nguyen all members have technical experience in planting, caring and processing tea locally, so the cooperative's tea products are quite uniform in quality Here, households also grow and produce tea but on a retail scale
Assessing the current status of marketing activities of the cooperative
Tea is the most attached drink in daily life, in addition to the habit, enjoying tea is also a cultural feature of the people, especially for people in the North In addition, drinking tea can limit the development of cancer, help treat cardiovascular diseases, help diuretics, help digestion, and help improve resistance Tea is also helpful for her women in beauty, weight loss Tea products used to give gifts to loved ones on holidays and Tet are very meaningful
Tea is a daily food consumed by the majority of people regardless of age and sex, so when participating in tea production and business, it is difficult to distinguish specific customer groups, Hao Dat Tea Cooperative has divided customers based on the following criteria:
Market Segmentation by Geographic Region:
The domestic market can be divided into 3 regions: North, Central, and South Hao Dat tea cooperative chooses the northern customer market, because the northern people not only drink tea in the morning but also drink tea at any time of the day The moments of enjoying tea are the times when family and friends gather to share the happy and sad stories of life, the philosophies of life, together to follow the news, entertainment, The tea-drinking style of the Northern people is very picky Good tea depends not only on the type of tea but also on how to prepare it with delicious teas when pouring out the sweet aroma Northerners, still prefer rustic tea products, they like the naturally sweet and acrid taste of hot tea
Depending on their age, customers perceive and use tea more or less for their purposes
Through research, Hao Dat tea cooperative has paid special attention to the elderly and middle-aged customers This is a group of customers who have a hobby of drinking rustic tea and flavored tea In general, this group of customers has a fairly stable income and high demand for tea They prefer the strong taste of tea, with a sweet aftertaste after drinking Sometimes, if they want to enjoy a new flavor, they choose flavored tea, usually jasmine or lotus flavor In the past, people belonging to this group of customers often paid little attention to product designs, they only cared about tea quality, flavor, and taste of tea But up to now, when life has developed, consumers are not only interested in product quality but also pay great attention to the form of packaging, labels and product brands They believe that famous brands will partially guarantee product quality
In addition to the above customer group, Hao Dat tea cooperative also paid attention to developing a number of products to serve the young target group, realizing that when social life develops along with the introduction of new lifestyles, New styles influence consumer trends Most people in this age group like to drink artful flower- flavored teas, fruit flavored tea bags, the main purpose when consuming tea with refreshment needs Drinking tea, art flower tea products, and tea bags show the lifestyle of modern people, very convenient to use The more convenient the product, the easier it is to attract this consumer group
Many studies on the consumption habits of tea products in Vietnam, it has been shown that:
+ Women often prefer to drink tea bags because it is simple and convenient to use as well as in expressing tea drinking style
+ The elderly prefer teas with the function of improving sleep, good for health
+ Men like to drink herbal teas, and flavored teas They make it from a hot teapot, preferring the bold flavor of the tea
Based on the analysis of market segments through the basic criteria for green tea products of Hao Dat tea cooperative, the cooperative has selected the following target markets:
+ In the next 5 years, the cooperative selects customers who are elderly and middle-aged men living in the Northern provinces with the following product groups: Premium tea packed as a gift, packaged tea Packages and types of flavored tea and packaged herbal blend tea
+ After the first 5 years, when the sales and profits are large enough, the cooperative continues to target young people and women in all 3 regions with fruit-flavored tea bags, and art flower teas
Currently, Hao Dat tea is trading items such as Dinh Dinh tea, Tom non tea, Moc Cau tea, Tan Cuong specialty tea, Matcha powder, green tea peanut candy,
4.3.2.1 Building a production process for safe raw material tea areas
Tea is a food and beverage product that is directly related to human health, so Hao Dat Tea Cooperative determines the goal of producing its products "safety - quality - prestige - good service" Safe raw materials contribute to product quality, which is an important factor in competition to meet consumer needs and tastes Therefore, Hao Dat Tea Cooperative has built a process of producing tea materials according to VietGAP quality standards to create high-quality, uniform tea products, ensuring standards of food hygiene and safety
The process of producing raw tea according to VietGAP quality standards is synchronously deployed by the cooperative for its members Since the establishment of the cooperative, cooperative members have actively learned and applied the VietGAP process in production
In addition, at present, Hao Dat Tea Cooperative is experimenting with many different fertilizers, especially organic fertilizers for tea to create unique characteristics for tea products The type of fertilizer and the application process has a great influence on the quality of the tea product
According to researchers, green tea brings many good effects thanks to its chemical composition, with substances that support health and prevent disease Because in the chemical composition of tea leaves, there are many essential oils, polyphenolic derivatives (flavonoids, catechols, tannins), alkaloids are caffeine, theophylline, theobromine, xanthin, and vitamins C, B1, B2, B3 So while processing tea, how not to lose those chemical components and at the same time ensure the following characteristics:
+ The tea must be clear, not cloudy
+ Cool blue water does not turn red, and does not tarnish
+ Delicious tea has a light yellow color like honey
- Characteristic taste: Mild acrid taste, sweet aftertaste, cool aroma
- Appearance of the tea: The tea is dark green and tightly curled, the tea wings are compact, and the surface of the tea wings has a lot of white chalk
For tea products to be of good quality, the cooperative must focus on ensuring the selection of varieties, and taking care of raw tea to the stage of harvesting, processing, preserving and packaging tea products
Tea varieties being grown and cared for at the cooperative include: Trung Du tea, TRI 777 tea, Lai tea, Kim Tuyen tea, and Thuy Ngoc tea The cooperative is evaluating to select the most suitable tea varieties for local conditions, with high yield, good selling price and best meeting market demand
According to the cooperative's initial assessment, the TRI 777 tea variety, brings higher economic efficiency compared to midland tea because the market price of this tea is higher, and labor and costs are high expensive In terms of tea yield, midland tea has a much higher yield of 123 quintals/ha, but the selling price of midland tea is lower than that of TRI 777 tea In general, the tea products of the Agricultural and Commercial Service Cooperative are well appreciated by the market, the selling price is average, and the economic efficiency is acceptable
4.3.2.3 Standardization of the tea processing process
Before, when there was no cooperative, households produced and processed tea according to their own experience, and the quality of tea products was not uniform
Currently, with the project's investment in factories, machinery and equipment to create a complete processing line, the cooperative has standardized the tea processing process according to the following stages:
Stage 1: Tea pole, kill the yeast
Fresh tea buds are harvested according to technical standards, raw materials are young, dry, not rancid, rotten, or crushed Fresh tea buds are put into the pole machine at a temperature of 230 - 2500ơC, the movement of the machine and high temperature will make the tea buds flexible, losing an amount of water (the rest of the water is 60 - 65%) After that, the process of killing yeast will be carried out thoroughly to make the product have a characteristic blue water color
CONCLUSIONS AND RECOMMENDATIONS
Conclusion
From the research results of the topic: " MARKETING TEA PRODUCT OF HAO
DAT COOPERATIVE IN THAI NGUYEN CITY ", the thesis draws some conclusions as follows:
Tan Cuong is a key commune of Thai Nguyen province The natural conditions in the commune are suitable for the vigorous development of tea trees, besides, the local people have a tradition of tea production with rich knowledge and experience Tea is considered a key crop for local economic development However, the solutions and directions for building a brand name for the tea area have not been developed in a specific and methodical manner
Marketing activities are being developed and implemented by the cooperative However, due to a lack of expertise and help from outside experts, these activities have not been carried out methodically and effectively high
Based on assessing the current status of marketing activities at the cooperative that has been implemented, analyzed the strengths and limitations, the thesis has also proposed several marketing solutions to improve the efficiency of production activities tea business at Hao Dat Tea Cooperative in the coming years such as:
+ Solutions in terms of personnel organization, association and cooperation in production and business
+ Solutions for construction and management of raw material areas following VietGap production process
+ Solutions for market research, accurate identification of target customers and product positioning
+ Solutions for new product development, and product pricing solutions are also mentioned
+ Solutions for promotional activities, product introduction, and branding for tea products are proposed
However, to be able to approach and effectively implement the marketing solutions mentioned in the thesis Leaders of Hao Dat tea cooperative must agree on the future development strategy, must build an environment of solidarity, dare to think and dare to do, ready to invest for the unit.
Recommendations
First: Invest in market analysis and search Identify tea products with competitive advantages and strong domestic consumption for development orientation It is necessary to continue to focus on developing the production of high yielding and good quality tea varieties suitable to local natural conditions and meeting market demand Prioritize the development of processing technology associated with the quality of tea products Develop tea production process for each product type according to quality standards: VietGAP, 4C, RFA to create tea products of high quality, and uniformity, ensuring standards of food hygiene and safety Phu Nam 1 Cooperative needs to invest in synchronous and modern investment in processing technology lines combined with packaging tea products with beautiful designs suitable for the market's tastes and friendly materials with the environment and record all necessary information about the origin, instructions for use, uses of tea products Branding for potential tea products and launching new products in markets In the near future, the cooperative needs to study and perfect the brand identity: colors, images, labels, traceability of tea products
Second: Diversify tea products and strengthen quality management This is an effective measure to improve the competitiveness of tea products because of the diversity and complexity of market demand for tea products Diversifying tea products helps the cooperative make full use of tea production resources, improving the efficiency of tea production and business Helping the cooperative to spread the risks in the tea business as tea products complement each other The cooperative mainly implements the diversification of tea products by changing the packaging, design, and quality of processed products
Third: Perfecting and enhancing tea products in adaptation to consumer needs Launching new tea products to the market with outstanding characteristics will increase the competitiveness of tea products In the coming time, the research and development of new tea products of the cooperative can follow some main directions:
- Developing new tea products based on improving some characteristics of products being produced
- Developing new tea products with outstanding characteristics in the market can be research and development of new tea products in the direction of safety for health and convenience for life
Fourth: Improve price competitiveness The cooperative needs a long-term business strategy that is dynamic and offensive This is achieved by careful study of factors, market size, competitor’s distribution channels, price levels, time limits, consumer developments, customs and practices enjoy tea, because tea is a special commodity that requires specific programs for each stage of development
Besides, it is necessary to understand the tastes and tastes of consumers to produce high-class tea that can compete, such as tea bags, flavoring, high-class canned tea, and mixed tea fruits, and herbs in combination with building registration and domestic trademark protection for their tea products
Fifth: Strengthening the effectiveness of the administrative apparatus according to the requirements of compactness, dynamism and flexibility in the face of market fluctuations and business characteristics of the tea industry Strengthening relationships as a bridge between cooperatives and customers, creating prestige and credibility in the market, linking with scientific research centers, with local authorities with tariffs, banks,
The most concerning issue at Hao Dat Tea Cooperative is building human resources through training classes:
- It is necessary to train cooperative members on standard technical processes for tea production, control of pesticide residues, pesticide spraying techniques, etc., and training on planting and processing methods Tea ensures food safety and hygiene
- Organize training classes for cooperative leaders on business skills, marketing, tea market information research, trade promotion, packaging design, tea product design
Improve the quality and distinctiveness of tea products in line with consumer tastes, diversify products and strengthen quality management The truth is that a unique tea product is of course appealing to consumers Customers will be more attracted when the cooperative has stable quality tea products, and unique flavors different from competitors To have the uniqueness of tea products, it is necessary to invest in advertising and marketing stages, investment technology to develop, understand the requirements of the market, invest in tea production, breeding, soil improvement plus conditions of favoritism
Continuing market research: Integrated with sales and distribution activities to determine market demand
Due to the consumption of tea products of the cooperative in the market area of Hanoi and Ho Chi Minh City Ho Chi Minh City, Quang Ninh, Bac Giang, Bac Kan, so the cooperative signed contracts with local television programs to introduce new products
In addition to using television tools, the cooperative also hires to set up a catalog to sell to customers in the area it is in charge of The cooperative also uses specialized magazines, tea farmers' magazines, agricultural newspapers, consumer newspapers, elderly newspapers, etc to introduce the cooperative, about editorials about the cooperative or its activities on the internet vi and in the press Through social activities in each locality such as a study promotion program, a program to help the poor, sponsor cultural and sports activities, the cooperative will affirm its success and strength, creating a great awareness among the masses more island The cooperative also needs to advertise the means of transport, the vehicles transporting goods of the cooperative to the agent warehouses of the localities and cities
Market Segmentation: Identify accessible or potentially strong market segments Determine market segmentation strategies to meet market demand across the country in general and the southern and central provinces in particular, which have strong potentials that can be approached in the future
Market positioning: Determining the main market, the main market strategy is still Hanoi
Implementation plan: Understand the market of the central and southern regions, then find a partner to act as a first-level agent for the cooperative to further develop the distribution system in the regions of the two regions
Controlling the implementation process: It is necessary to associate the building and development of the brand with the geographical indications and implement the production processes of safe, food-hygiene, and organic tea with certificates of origin, strictly complying with the regulations the process of fully recording product information on the package, registering full numbers and barcodes
Product (P1): To ensure good performance of requirements P1 needs to do well the following tasks:
- Selection and propagation of tea: It is not possible to have high-quality and large quantity products without paying attention to the selection and breeding of high-quality tea
Thai Nguyen tea industry has to select tea varieties in the areas, especially tea varieties suitable for ecological conditions similar to Thai Nguyen (such as China, India, Japan, ) to propagate for quality as high as 777, LDP 1-2, Sham… Zoning to develop appropriate seed parts depending on each tea variety
Establish centers, hire experts and agricultural engineers to propagate tea
Request
Provincial, district, and commune authorities should pay more attention to the development of tea production through specific activities such as directing and unifying branches and mass organizations in transferring science and technology into production
Establishing an information channel to provide timely demand, quantity, price, and consumer tastes for tea products to producers
Create favorable conditions to help and promote the development of commercial and service agricultural cooperatives as a premise for the successful construction of the new Village
5.2.2 With members of Hao Dat Tea Cooperative
- Farmers need to boldly invest more capital and labor to stabilize and develop production and consumption
- Enhance exchange and learn the experience of tea production with each other Need to have access to new farming, preservation and processing techniques through technical training as well as need to equip themselves with care techniques
- It is necessary to actively grasp market news so that when consuming products, there is no fear of being forced on prices
- Solidarity, trust, and determination to work together to build, develop and expand the production and business of the Hao Dat tea cooperative
5.2.3 With the leader of Hao Dat Tea Cooperative
- Improve the level of understanding and understanding of the tea consumption market and effectively use the capital spent, gradually expanding the scale of business activities
- Taking advantage of the available potentials of the locality, improving the competitiveness of Hao Dat Tea Cooperative's tea products with other production areas
- It is necessary to unify market prices to avoid unfair competition among cooperatives, enterprises and companies
- Propagating the orientation of the building and protecting Tan Cuong tea brand, and tea products of Hao Dat tea cooperative, avoiding the situation that for-profit purposes, the mixed tea business adversely affects the local tea brand
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