Strategy for coffee export business of Thanh Ha production export-import joint stock company (Haforexim) in the period 2011 - 2015

2011 GLOBAL ADVANCED MBA PROGRAM (Class C02) CAPSTONE PROJECT REPORT STRATEGY FOR COFFEE EXPORT BUSINESS OF THANH HA PRODUCTION EXPORT-IMPORT JOINT STOCK COMPANY (HAFOREXIM) IN THE PERIOD 2011 - 2015 Le Quang Thai Ho Thi Thanh Nguyen Nguyen Dang Thanh Nguyen Trung Thanh Group No.5 Ho Nghia Cong Class: GaMBA01.C0209 HO CHI MINH CITY 2011 GRIGGS UNIVERSITY GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM CAPSTONE PROJECT REPORT STRATEGY FOR COFFEE EXPORT BUSINESS OF THANH HA PRODUCTION EXPORT-IMPORT JOINT STOCK COMPANY (HAFOREXIM) IN THE PERIOD 2011 - 2015 Le Quang Thai Ho Thi Thanh Nguyen Nguyen Dang Thanh Nguyen Trung Thanh Ho Nghia Cong Class: GaMBA01.C0209 HO CHI MINH CITY 2011 Capstone Project Report - Group REASSURE WORDS We, Group 5, pledge that the content of the capstone project report has not been summitted to any MBA programs as well as any programs in any other level We also commit that this capstone project report is a great effort by all group members to complete it The results, analysis and conclusions in this report (except quoted parts) are the result of teamwork of our group ON BEHALF OF GROUP GROUP LEADER Le Quang Thai Capstone Project Report - Group ACKNOWLEDGEMENTS In order to complete the capstone project report, first of all our group would like to thank sincerely to Center For Education Technology & Career Development of Vietnam National University, and Griggs University to help us acquired knowledge through the program of Global Advanced Master of Business Administration Our group would like to thank sincerely and deeply to all teachers who have enthusiasm to guide us to fulfill the capstone project report as well as big-hearted teaching, assisting, and facilitating for us to complete this course We also send our sincere thanks to family, fellow brothers and sisters in Thanh Ha Production Export-Import Joint Stock Company (HAFOREXIM), classroom management members, and GaMBA01.C02 classmates had helped, encouraged, and supported our group to complete the program and our work ON BEHALF OF GROUP GROUP LEADER Le Quang Thai Capstone Project Report - Group TABLE OF CONTENTS PREFACE 1 Reason selecting theme Purpose to research Objects and scopes to research Methods to research Sense of science and reality about theme All limits of theme Structure of capstone project report CHAPTER I THEORICAL BASIS ABOUT STRATEGY FOR COFFEE EXPORT BUSINESS 1.1 Concepts 1.1.1 Concepts about strategy 1.1.2 Concepts about business strategy 1.1.3 Concepts about strategic management 1.2 Role of business strategy 1.3 Process to build business strategy 1.4 Models to build business strategy 1.4.1 General environment PEST model 1.4.2 The five forces of competition model of Michael Poter 11 1.4.3 General model - SWOT analysis 13 1.4.4 Some models and other matrix analysis 15 1.4.4.1 Internal factor evaluation matrix 15 1.4.4.2 Competitive profile matrix 16 1.4.4.3 Strategic Position and Action Evaluation (SPACE) matrix 18 1.4.4.4 Quantitative strategic planning matrix (QSPM) 19 Summary of Chapter I 20 Capstone Project Report - Group CHAPTER II REAL SITUATION OF BUSINESS OPERATIONS FOR COFFEE EXPORT OF THANH HA PRODUCTION 21 EXPORT-IMPORT JOINT STOCK COMPANY 2.1 Overall about HAFOREXIM 21 2.1.1 Process to be taken form and developed HAFOREXIM 21 2.1.2 Business careers 21 2.1.3 Organization model of HAFOREXIM 22 2.1.4 The labor situation of the Company 23 2.1.5 Vision, Mission and core values 25 2.1.5.1 Visison 25 2.1.5.2 Misison 25 2.1.5.3 Core values 25 2.1.6 Results of business operations for coffee export of the Company from 2006 to 2010 2.1.6.1 Result of business operation of the Company 25 2.1.6.2 Quantity - Export turn-over of the Company 26 2.1.6.3 Comparing turn-over of export and profit of coffee commodity with 27 25 total turn-over of export and total profit of the Company 2.2 Analysis of situation for coffee export business of HAFOREXIM 29 2.2.1 Overall about coffee sector 29 2.2.1.1 Situation of manufacture and consumption towards the coffee on the 30 world 2.2.1.2 Situation of manufacture and consumption Vietnam coffee 33 2.2.2 Analysis of business environment of the Company 38 2.2.2.1 Analysis according to general environment PEST model 38 2.2.2.2 Analysis according the five forces of competition model of Michael 50 Poter Capstone Project Report - Group 2.2.2.3 Analysis according to general model - SWOT 56 2.2.2.4 Analysis according to other models 61 2.3 General assessment about situation for coffee export of the 64 Company 2.3.1 Advantages 64 2.3.1.1 All objective advantageous factors 64 2.3.1.2 Subjective advantageous factors 65 2.3.2 Existence 66 2.3.3 Existed causes 66 2.3.3.1 Toward the State authorities 66 2.3.3.2 Toward companies and enterprises in the industry 66 2.3.3.3 Toward the farmers 67 Summary of Chapter II 68 CHAPTER III STRATEGICAL ERECTION OF COFFEE EXPORT BUSINESS EXPORT-IMPORT FOR JOINT THANH STOCK HA PRODUCTION COMPANY IN THE 69 PERIOD 2011 - 2015 3.1 Basing to strategical suggestion 69 3.1.1 Basing into developed target of the Company 69 3.1.2 Basing into ability, occasions and challenges of the Company 70 3.2 Strategy towards the export business of the coffee for Thanh Ha 72 Production Export-Import Joint Stock Company in the period of 2011 – 2015 3.2.1 Proposal strategies 72 3.2.2 Strategy selection 73 3.2.2.1 Some criterias to select strategy 73 3.2.2.2 Analysis QSPM matrix to select strategy 73 Capstone Project Report - Group 3.3 Solutions enforcing strategy 75 3.3.1 Solutions about source providing coffee 75 3.3.2 Solutions about science and technology 77 3.3.3 Solutions about finance 79 3.3.4 Solutions for development and penetration into market 81 3.3.4.1 Penetration and market development 81 3.3.4.2 Some measures about development and penetration into markets 81 3.3.5 Solutions about organization structure 82 3.3.6 Solutions developing human resources 85 3.3.6.1 Solutions erecting the line-up for cadres 85 3.3.6.2 To build the regulations to commend and reward - the discipline - the 88 standard and the assessment of the cadres in the business 3.4 Some petitions 89 3.4.1 Toward State 89 3.4.1 Toward HAFOREXIM 90 Summary of Chapter III 91 CONCLUSION 92 Appendix 1: Coffee production in the world Appendix 2: Robusta coffee production in the world Appendix 3: Arabica coffee production in the world Appendix 4: Area and production of Vietnam coffee from 2001 to 2010 Capstone Project Report - Group LIST OF ABBREVIATIONS Abbreviation Full words AFTA ASEAN Free Trade Area AGRIBANK Vietnam Bank for Agriculture and Rural Development AS Attractiveness Scores ASEAN Association of South East Asian Nations CA Competitive Advantage ES Environment Stability FS Financial Strength GDP Gross Domestic Products HAFOREXIM Thanh Ha Production Export-Import Joint Stock Company IS Industry Strength PEST Political Economics SocialCultural Technological QSPM Quantitative Strategic Planning Matrix R&D Research and Development SO Strengths Opportunities SPACE Strategic Position and Action Evaluation ST Strengths Threats SWOT Strengths Weaknesses Opportunities Threats TAS Total Attractiveness Scores USD United State Dollar VAT Value Added Tax VICOFA Vietnam Coffee and Cocoa Association VNĐ Vietnamese Currency WO Weaknesses Opportunities WT Weaknesses Threats WTO World Trade Organization MBA Master of Business Administration Capstone Project Report - Group FOB Free On Board USA United State of America BIDV Bank for Investment and Development of Vietnam CEPT Common Effective Preferential Tariff Capstone Project Report - Group - Enhance management efficiency, administration of HAFOREXIM toward Business Units in the Company to promote a positive focus, expertise and cooperate in manufacturing, advance manufacturing capabilities and business performance; - Arrange, layout distributed production as present; build up a new management model like Parent Company; disorder ineffectively Business Units The following is the proposed organizational structure of functional improvement for HAFOREXIM (Figure 3.2) Administration council Directorate Finance Administration Administration of human resources R&D Manufacture Marketing Supplying Export Manufacture Selling commodities Market Market Figure 3.2: Organization structure according to functions 83 Capstone Project Report - Group The organization structure is to realize according to the functions to have the strong points and the weak points as follows: - Strong points: + The organization structure according to the functions is the encouragement to professionalize according the operational functions and the careers This thing will assist for HAFOREXIM to increase the professional character in the specialist skill for the business of the export coffee and to enhance the work productivity; + The organization structure according to the functions is also to reduce the coincisive matter in the realization of all functions, to exert oneself and the demand of the manpower sources in all functional sections, due to all functional sections having been already designated by all tasks and all functions that each section should realize; + The organization structure according to the functions is to for the combination between the simple sections and more effectively + It is due to this structure having the focused level that the high power ought to be suitable with HAFOREXIM having the simple structure orderly so it can make use rapidly, to grasp all market occasions The organization structure wotj the few administration grade is to allow the information exchanges directly and rapidly Consequently all strategies are realized by the rapid way The effect of this structure will be high because the operational environment of HAFOREXIM and the technology to use having the stable character The Company has the concrete plan policy for all functions and the leadership of the enterprise as the high professional competent person This structural form is simple, so the expenses are to maintain the management apparatus as to be low relatively - Weak points: + All functional sections can be very interested to the target functions of the oneself more than as the functions of all targets of the organization This thing can lead to the contradictions between functional functions; 84 Capstone Project Report - Group + In the functional organization according to the power functions focused over into the steering committee, thus it is easy to lead the arbitrariness or the leadership to be as unqualified ability in order to realize the function of the oneself; + It is due to all sections, the human is specialized after, so the structure is to follow to the function often leading the flexible weakness 3.3.6 Solutions developing human resources The problem developing the human resources is considered as the most important problem in the development of the enterprises 3.3.6.1 Solutions erecting the line-up for cadres The erection of the line-up for the grades is an urgent necessary requirement of HAFOREXIM It is in order to accomplish good about the tasks then it must be erected the project about the mission of the grades according to all contents as below: - To the planning of the line-up for the cadres, - The mission plan of the cadres should carry out according to from the variable forecast, the demands about the quantity, the quality of the cadres, to draw the additional plan, to rotate, to organize training, fostering the cadres to have the system; to build the plan to bring new blood into the cadres and to enhance the management level according to the period - Selecting cadres: + To select the cadres from HAFOREXIM to all member enterprises, it should start from the practical requirement towards all jobs + The cadre members should guarantee all requirements about the ability, the intellectuality, the necessary management skills (as technique, relation, the awareness, the analysis and solving problem) + The cadres are selected from two sources: The interior and the exterior of the system is by the competitive examination, discovering the skills, to test, to the idea referendum, to vote having the confidence - Assessment of cadres: 85 Capstone Project Report - Group The assessment of the cadres, especially, the management cadres are considered as the important key of the cadre missions, as the basis in order to define who is able to continue using and to suggest to up the higher post The purpose is to assess the cadres with the aim to bring into play about the creative ability and the dedication of every cadre The assessment contents include many sides such as realized results, task, quality, ability, prestiges and relation with around - Training, fostering, enhancing level: + Training, fostering, enhancing level for the cadres are aimed to create for them having the adapted capacity with the requirements of the new tasks Towards the cadres on the probation want to become the leadership cadres then absolutely it must be through the training, fostering knowledges about the knowledge, the professionalized matter, the argument, the style to work necessarily; + It is to encourage the form to study, to enhance the knowledge of the lineup of the work by all forms to assist the tuitions, usually by the matter, the suggestion according to the level In the matter training, fostering, enhancing the level, it is necessary to pay attention: Towards professsional management cadres: + It doesn’t according to the movement that it is necessary to have the plan: the quantity, the objects, the adapted trained, especially as to be paid attention towards the management cadres of the technique, the professional competence; + It has to pay attention about fostering, all entire argument and the reality, the whole entire about the specialist together with the knowledge for the business management; + The trained process, it is necessary to realize frequently and continuously, to include the training before and while doing the management tasks or after to be suggested entering the higher management function Alternatively, it is also necessary to pay attention to the frequent matter to organize all seminar events, the 86 Capstone Project Report - Group conference of the special subject, to organize the sightseeing, to attend refresher course of the research for the experiences in the country and abroad in order not to stop enhancing the knowledges Towards workers: Frequently, it is to exercise the profession skill, to the exam the well specialist or to universalize the culture for the employees and the cadres in the distant regions by the suitable form About disposition using cadres: In time to dispose the cadres, it should for those cadres to be conscious completely about the function, the power, the responsibility and the relation in the mission of the oneself having the orientation of the long mission in order to have the conditions to enhance the ability and to accumulate the management After having been disposed the cadres, the leader, and the manager must to keep back frequently in order to discover all strong points, and all weak points, the unstable dispositions in order to straighten and to arrange again timely Regime of salary, gratification for workers: - About salary: It is to improve the regime of the salary and the gratification in order to attract and to keep again the talent persons In fact, there was many well personnels in HAFOREXIM to attracted to all foreign companies because the regime to behave is over low in comparison with their professional skills It should how to for the salary is the essential income source in order to guarantee the life for the cadres and the employees It is to solve good this problem as in same time to have the effect to encourage the workers to bring entirely about the ability and the strength to dedicate, to limit the negative persons but it is still to have the effect attracting the workers to participate good into the strategy for the general development of HAFOREXIM In time to realize the regime of the salary and the gratification, it is necessary to avoid: 87 Capstone Project Report - Group + Average calculation; + To apply the form paying the unstable salary for every work kind, for every job and for every work object; + To be paid low or over high in comparison with the results of the manufacture and the business of the unit in order to lead annulment of the motive power towards the manufacture or the bankruptcy of the enterprises It is to diversify the form paying the salary and the gratification Out the mobilization about the matter, it is necessary to attach much importance and to mobilize about the spirit It is to make use the flexible form to praise: the praise for some individuals, a collectivity having the performances in front of the reunion of the unit, to commend in the report… All regards, the encouragements, to give the gift as all necessary forms to create the closeness between the cadres and the employees in every enterprise so that everybody is to consider the unit as the beloved house with the full human affection Since then, they have a strong attachment with the success of the unsuccess of HAFOREXIM 3.3.6.2 To build the regulations to commend and reward - the discipline the standard and the assessment of the cadres in the business The human factors are an important manpower source extremely, as an invaluable property of the enterprise A policy, a regulation are resonable in order to bring into play in maximum about the manpower source existing or to keep the foot of the talented persons as to be very necessary towards HAFOREXIM HAFOREXIM is necessary to have a regulation to commend and reward the united discipline in the realization of the business strategy for the coffee of the oneself Simultaneously, it is necessary to build the concrete standard in order to assess the ability, the quality, the responsibility of every cadre kind, in every domain, in every period of the mission, in the realized process of the strategy for the development and the business of the coffee On this basis, there is the matter to commend and reward, to assign the tasks and to nominate reasonably 88 Capstone Project Report - Group 3.4 Some petitions 3.4.1 Toward State - Towards all exporters so, the State is necessary to organize again on every zone in order to combine together in the salutation and to sell the commodities Ministry of Commerce, Ministry of Agriculture and Rural Development, to combine together with to direct profoundly all export clues to avoid the state to compete buying and selling on the market - There is the vivacious matter to check closely in the authorization to transfer the foreign currency to the foreign country so that all Vietnam Coffee Exporters have the occasion and the sufficient conditions to participate into the business on the London schedule market - The State should again about the planning for the sea port more reasonably Simultaneously, there are the measures to treat rapidly towards all jams at the port, especially as all ports in Ho Chi Minh City - The government is necessary to have all measures to dominate the inflation effectively if no, it will impact very great and causing many difficulties for all business enterprises in general and toward and HAFOREXIM in particular - Ministry of Agriculture and Rural Development is necessary to have many measures to propangadize widely to all processing manufacturers as well as all Coffee Exporters in order to realize together synchronously according to Vietnam Standard as Vietnamese Standard 4193:2005 with the aim to enhance the export coffee quality, to cancel the disproportion level about the export price of Vietnam in general and, HAFOREXIM in particular in comparison with the world price - It would propose to Ministry of Commerce giving to carry out the realization towards the quality standard as Vietnamese Standard 4193:2005 according to some routes At first of all, it is to steer and to have the measures encouraging all coffee export enterprises in the matter to obey the quality standard Subsequent to this matter, there are the measures to manage and to treat suitably 89 Capstone Project Report - Group towards all units not to realize exactly according to the stipulations damaging the Vietnam coffee prestiges on the world market - Towards the unit to manufacture the coffee in Plateau have the use of the workers as the minority national compatriots (over 15%), it would propose the government to have the preferential policy about the interest rate to borrow from the banks towards tax-exempt as 100% tax using the agricultural land, to move all items paying the budged to become the capital, to grant the investment for the substructure, to support the freight, to support the price for some commodities serving the manufacture, to contribute stabilizing the situation of Economic - Society - Security - National Defense 3.4.1 Toward HAFOREXIM - It is to develop more for the operations to research and to develop, to renovate the equipments and the technology, the operations of the information system - It is to continue maintaining about the participation into all community programs with the aim to build and to develop the trade name of the Company - It is to bring into play about the position of strengh ready existing towards the prestiges, the trade name, the manufacture technology Simultaneously, it is to overcome rapidly about all existed weak points in order to realize the strategical success having been put forward 90 Capstone Project Report - Group Summary of Chapter III In chapter III, this project report was pointed out the bases for the proposed strategic development objective of the company until 2015, the capacity, opportunities and challenges for companies Also, in chapter III of this theme based on PEST analysis model, the analysis matrix of internal factors, competitive profile matrix and the company's analytical model is the most prominent model SWOT to make HAFOREXIM strategy for the company in 2015 and measures to implement the strategy (solutions of coffee supplies and solutions in science and technology, financial solutions, solutions of development and market penetration, organizational structure solutions, and solutions of human resource development) as well as some recommendations towards the State as well as towards HAFOREXIM 91 Capstone Project Report - Group CONCLUSION In the fiercely competitive environment today, the direction of strategic business for enterprises is imperative for any enterprises to survive and develop For more than 20 years of construction and growth, HAFOREXIM has constantly emerged and gained important achievements such as increasing productivity, market expansion, accelerating export, stability lives of staff and workers, creating jobs for workers to contribute to the development of the country's economy Besides the results achieved, HAFOREXIM also faces many difficulties and challenges such as capital, competition, and market… By the results of analysis of coffee production and business of HAFOREXIM and Vietnam in recent years, the capstone project report was given a strategic direction for coffee export of the Company in 2015 These conclusions can be drawn as below: - Systematize basic knowledge in developing business strategies; - Apply the basic theory of strategic business perspective to analyze the business environment, strengths, weaknesses, opportunities and threats of HAFOREXIM and the strategic analysis model to identify factors affecting the business activities of the Company; - Based on the theories of building business strategy, the actual elements of the Company to set up a number of measures and proposals for implementing the business strategy is to stabilize production and promote export activities, expanding markets for HAFOREXIM With the framework of the project as well as research time is limited, although we had afforded to sum up theorical basis as well as the application of business strategies in production and business activities of the Company However, some inevitable limitations, mistakes and problems also may be mentioned or not mentioned depth Our team looks forward to continuing to receive contributions and guidances of the teachers, Teachers in the Council, and readers continue to be subjected to additional and more completed./ 92 Capstone Project Report - Group REFERENCES Fredr David (2006), The concept of strategic management, Statistical publisher, Ho Chi Minh City Avinash K Dixit, Bary J Nalebuff (2007), Strategic thinking, Talent publisher, Ha Noi Charles D Schewe, Alexander Watson Hiam (2009), MBA in hand, General publisher, Ho Chi Minh City W Chan Kim - Rennée Mauborgne (2007), Blue ocean strategy, Talent publisher, Ha Noi Philipkotler (1994), Basic marketing, Statistical publisher, Ha Noi VP.Ph.D Nguyen Ngoc Son (2010), Strategic management textbook, Vietnam educational publisher, Thai Nguyen HAFOREXIM (2010), Report about results of business operation in 2010 and orientations, tasks in 2011 of HAFOREXIM Company, Ha Noi Vicofa (2010), Summary report of coffee crop in 2009-2010, Vietnam coffee and cocoa Association, Ha Noi Vietnam news (2010), “Plateau focuses on coffee fruit farming”, Traders and markets, (09+10), 36 10 Đat Viet magazine (2010), “Crude export coffee to China extorted”, Traders and markets, (09+10), 36 11 Economic news (2010), “Coffee markets volatility in July and August 2010”, Traders and markets, (09+10), 42-43 12 General Department of Vietnam Customs (2010), “Coffee export to India with good price”, Traders and markets, (11+12), 33 13 Thuy Duong (2010), “Trung Nguyen coffee with the desire to build global brand”, Traders and markets, (11+12), 36 14 Vietnam Communist Party (2010), “Đak Lak raises value added on coffee products”, Traders and markets, (11+12), 37 15 Information about coffee markets in Internet./ Capstone Project Report - Group APPENDIX Coffee production in the world Unit: 1,000 bags of grain coffee, average 60kg/bag Crop period 2001/2002 2002/2003 2003/2004 2004/2005 2005/2006 2006/2007 2007/2008 2008/2009 2009/2010 Country Brazil 33,840 53,630 33,640 43,250 35,820 48,000 36,860 45,715 35,647 Vietnam 14,020 11,800 14,780 14,350 11,730 20,100 18,330 19,670 17,590 Colombia 11,950 11,700 11,200 11,890 11,950 12,160 12,000 11,845 12,510 Indonesia 6,650 5,620 6,580 7,910 7,950 7,020 8,250 9,780 9,128 India 4,500 4,590 4,910 4,120 4,700 4,560 4,230 4,820 4,315 North Central US 18,770 16,020 17,090 15,280 16,740 17,230 18,010 18,480 17,750 Africa 14,160 14,400 13,780 14,520 12,940 15,310 14,220 14,245 14,540 8,020 7,810 7,630 8,350 8,300 8,730 8,260 8,520 9,120 Other countries Total (*) 111,910 125,570 109,610 119,670 Source: NKG Statistical Unit Quarterly Report, Neumann Kaffee Gruppe 110,130 133,110 120,160 133,075 120,600 Capstone Project Report - Group APPENDIX Robusta coffee production in the world Unit: 1,000 bags of grain coffee, average 60kg/bag Crop period 2001/2002 2002/2003 2003/2004 2004/2005 2005/2006 2006/2007 2007/2008 2008/2009 2009/2010 Country Vietnam 13,850 11,620 14,580 14,100 11,310 19,750 17,780 18,895 16,886 Brazil 10,250 11,840 10,700 9,250 12,340 11,500 12,500 15,950 13,237 Indonesia 5,820 4,920 5,580 7,060 6,950 5,860 6,910 8,215 7,667 Colombia 0 0 0 0 2,670 3,090 3,210 2,620 3,060 3,140 2,830 3,229 2,891 200 130 130 130 130 130 120 125 115 Africa 7,880 7,270 7,040 6,960 5,970 7,090 6,510 6,695 6,543 Other countries 2,300 2,070 2,130 2,540 2,090 2,180 2,210 2,385 2,553 India North Central US Total (*) 42,970 40,940 43,370 42,660 Source: NKG Statistical Unit Quarterly Report, Neumann Kaffee Gruppe 41,850 49,650 48,860 55,494 49,892 Capstone Project Report - Group APPENDIX Arabica coffee production in the world Unit: 1,000 bags of grain coffee, average 60kg/bag Crop period 2001/2002 2002/2003 2003/2004 2004/2005 2005/2006 2006/2007 2007/2008 2008/2009 2009/2010 Country Brazil 23,590 41,790 22,940 34,000 23,480 36,500 24,360 29,765 22,410 Colombia 11,950 11,700 11,200 11,890 11,950 12,160 12,000 11,845 12,510 1,830 1,500 1,700 1,500 1,640 1,420 1,400 1,591 1,424 Indonesia 830 700 700 850 1,000 1,160 1,340 1,565 1,461 Vietnam 170 180 200 250 420 350 550 775 704 18,570 15,890 16,960 15,150 16,610 17,100 17,890 18,355 17,635 Africa 6,280 7,120 6,750 7,560 6,950 8,210 7,760 7,550 7,997 Other countries 5,720 5,740 5,550 5,810 6,210 6,550 6,050 6,135 6,567 India North Central US Total (*) 68,940 84,620 66,000 77,010 Source: NKG Statistical Unit Quarterly Report, Neumann Kaffee Gruppe 68,260 83,450 71,350 77,581 70,708 Capstone Project Report - Group APPENDIX Area and production of Vietnam coffee from 2001 to 2010 Year Area (1,000 ha) Production (1,000 tons) 2001 565.00 840.60 2002 535.50 841.20 2003 513.70 708.00 2004 503.20 886.80 2005 491.40 861.00 2006 496.70 717.00 2007 506.35 1,206.00 2008 528.55 1,099.80 2009 536.95 1,180.20 2010 532.15 1,055.40 (*) Source: Cacao-Coffee Association of Vietnam Vicofa ... factors Strategy Strategy Strategy Strategy AS TAS AS TAS AS TAS AS TAS Rating Internal factors - 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Production Export- Import Joint Stock Company (HAFOREXIM) Chapter III Strategical solutions of coffee export business of Thanh Ha Production Export- Import Joint Stock Company (HAFOREXIM) in the period. .. MASTER OF BUSINESS ADMINISTRATION PROGRAM CAPSTONE PROJECT REPORT STRATEGY FOR COFFEE EXPORT BUSINESS OF THANH HA PRODUCTION EXPORT- IMPORT JOINT STOCK COMPANY (HAFOREXIM) IN THE PERIOD 2011 - 2015