Export demand for coffee a study of intimex vietnam JSC

PREFACE Following the trend of globalization, especially after Vietnam joins the WTO, in order to enter the international playing field, Vietnam has determined that it needs to boost exports In terms of agricultural products, the export of coffee is one of the first priorities With that business orientation, enterprises specializing in processing and exporting coffee are looking for strategy to penetrate international markets One of the leading enterprises pursuing this direction is the Vietnam Intimex Joint Stock Corporation (Intimex) The biggest problem for Vietnam coffee export is how to increase volume and turnover as well as market share in existing and new markets including: EU, the US, Japan… Therefore, a study to find out the solutions to the problems has been conducted: ―Export demand for coffee: A study of Intimex Vietnam JSC‖ CHAPTER I: INTRODUCTION 1.1 Background of the study Coffee was introduced to Vietnam in 1857 by the French and slowly grew as producer of coffee in Asia The height of coffee production occurred in the early 20th century as small scale production shifted towards plantations The first instant coffee plant, Coronel Coffee Plant, was established in Biên Hòa, Đồng Nai Province in 1969, with a production capacity of 80 tons per year The Vietnam War disrupted production of coffee in the Buôn Ma Thuột region, the plateau on which the industry was centered Although seldom involved in conflict, the area was a crossroads between North and South and was largely depopulated After the North Vietnamese victory the industry, like most agriculture, was collectivized, limiting private enterprise and resulting in low production Following ―Đổi mới‖ reforms in 1986, privately-owned enterprise was once again permitted, resulting in a surge of growth in the industry Cooperation between growers, producers and government resulted in branding finished coffees and exporting products for retail It was during this time that many new companies involved in coffee production were established, including Đắk Lắk-based Trung Nguyên in 1996 and Highlands Coffee in 1998 Both of these continued on to establish major brands distributed through a widespread network of coffee shops By the late 1990s, Vietnam had become the world's #2 coffee producer after Brazil, but production was largely focused on poor-quality Robusta beans—considered inferior to Arabica due to their bitterness—for export as a commodity (Vietnam Coffee Annual Report, 2010) Recent government initiatives have sought to improve the quality of coffee exports, including more widespread planting of Arabica beans, the development of mixed-bean coffees, and specialty coffee such as kopi luwak (Vietnamese: cà phê chồn, "weasel coffee") 1.2.Statement of the problem American coffee-importing companies are mainly small and medium sized In order to good business in this market, one company should know well about its competitors For Vietnam, the biggest and most important competitors are Indonesia and India Most American companies would like to business directly without any midman They also demand to have quick and clear answer American market has a very high demand for coffee and this is a chance for coffeeexporting companies in general and INTIMEX Vietnam in particular In American, businesses have to be done under close and strict rules and regulations of government agencies They specially care about quality of the products and this can be a barrier to coffee-exporting enterprises to penetrate this market In this context, the problem for Vietnam coffee is how to get to know well and understand thoroughly this highly potential market in order to increase coffee export turnover to the US 1.3.Objectives of the study - To describe coffee consumption trends in the most coffee-consuming countries in the world - To determine the export of coffee by country of destination and export share - To identify the factors affecting export demand for coffee - To estimate export demand elastic ties - To find out what are the strengths and weaknesses, opportunities and threats to coffee export demand, find out solutions to increase export turnover in the next years 1.4.Hypotheses of the study - Coffee export turnover is affected by different factors including: Qualitative data: existing competitors, product quality, coffee drink habit and taste Quantitative data: commodity price, coffee beverage price index, price of the biggest substitute, and coffee market share 1.5.Significance of the study This study has practical implications to coffee exporting companies to increase their export performance as well as turnover The study will figure out what are the key factors affecting export performance in general and in coffee industry in particular The figures are up to date and reflect the real happening so they should be a reliable source for companies who want to well in American market Besides, this study also investigates the characteristics of American coffee market and the big companies in the industry Moreover, it also points out the weaknesses of Vietnamese coffee exporting firms that lead to their poor performance of failures over the past few years As a result, the study can help the companies to understand well about where and who they are doing business to in American coffee market It also helps them avoid some wrong activities that will cause failures 1.6 Scope and Limitations of the Study The study investigates current situations of coffee exporting in Vietnam It also points out the personalities of American market and key players in coffee industry INTIMEX Vietnam is the chosen company who has been exporting coffee to American market over the years Because of the nature of this study, the results and findings will be mainly based on data from various secondary sources The secondary data was taken from industry reports, books, academic papers, periodicals, editorials, articles, databases, studies different authors, and websites related to the coffee industry The data of coffee export shows trends in coffee industry However, the data might not make a good forecast of future in such a fluctuating world business environment This study shows an in-depth analysis of coffee export to American market However, the other markets like EU and Asia have not been given enough consideration US are the biggest and most potential market for Vietnam’s coffee export It is the biggest coffee importer of the world in general and of Vietnam in particular This is the reason why the study aims mainly at US market and compare with other markets CHAPTER II: LITERATURE REVIEW Analyzing international marketing opportunities to identify unfulfilled or under fulfilled needs that a marketer may satisfy through its products or services This analysis can be done through information seeking and analysis or through market research (secondary or primary data collection and analysis) A marketer may have a product or service concept developed first and looks for the needs in the market that can be satisfied by these products or services The marketer may also first identify unfulfilled or under fulfilled needs in the market and then develop a suitable product or service offer to satisfy these identified needs Once the marketer has identified the potential opportunities in the first step now is the time to select the groups of potential international customers (target markets) to whom to sell the products or services This step also involves identifying the potential buyers, demand measurement & forecasting, market segmentation, market targeting & market positioning Segmentation involved identifying groups of potential customers from the total potential market that are homogeneous on certain aspects of identity and behavior and are heterogeneous on the same aspects from others in the target population The aspects on which the segments are based must be relevant for the marketer to develop its products and services and the marketing programs This step also requires the marketers to decide what key benefits in a product or service to offer to the selected target customers and on what aspects to differentiate from the competition Since a firm needs to offer best value to the potential customers to makes its products and services more salable compared with competitors, firms have to adopt appropriate business and marketing strategies Various researchers have studied successful companies around the world and attempted to identify how these firms have aligned and coordinated their activities and efforts Porter has concluded that successful firms have adopted one of the three strategies, i.e., cost leadership, differentiation or focus Other scholars have identified that successful firms adopted strategies that were aligned with their market position, i.e., a market leader, challenger, follower & niche strategies Other researchers have asserted that firms have achieved success in markets through adopting one of the three value discipline strategies, i.e., operational excellence, customer intimacy or product leadership Details on these strategies may be found in strategy subject and books The fourth step in the marketing process is developing the international marketing mix, product, place, price & promotion Marketing mix identifies four key areas for developing a wellcoordinated marketing strategy To create a strong marketing impact a firm needs to develop appropriate programs in these four key areas and also need to ensure that all these four aspects of a firms marketing program are well coordinated and in conformity with each other to give a clear image to the target market of the firm’s brands and its products Developing a good marketing program is not good enough for success A firm also needs to manage the international marketing effort properly Quite often firms fail not because they did not have a viable marketing program, but that they failed in properly implementing their welldesigned plans Firms also need proper analysis, planning, implementation and control of their marketing programs Hopp and Foote (1955) studied the factors responsible the variability in coffee prices by running a regression They found that world coffee stocks, Brazilian exportable production and the consumer demand for coffee were the most important factors that impacted the coffee prices They concluded that coffee prices depict a cyclic pattern They also mentioned that buyers’ expectations about the supply also affect coffee prices but this is increasingly becoming less relevant because of improvements in supply forecasting techniques Mundlak and Larson (1992) used a panel data for 58 countries for 60 commodities/products using a time series panel data for different qualities of coffee They concluded that producing countries’ commodity policies affect the levels of prices of the commodities but these policies not prevent the movement of domestic prices with the international prices of those commodities Gilbert (2005) concluded in his research that ICA regulations and Brazilian production trends affect coffee prices He predicted that the coffee prices would fall after 2005 as he suggested that prices were 30 percent higher than the normal and theorized that prices would come down in the near future because there was no parallel consumption increase so markets would readjust However after 2004 prices actually increased continuously, possibly because of the changing dynamics in the coffee industry Gilbert (2007) found that the previous monopoly in the US market for coffee has been transformed into a highly competitive environment and that the US coffee market is the largest roasted coffee market which influences the whole coffee trade UK and US markets are quite different as US is highly competitive compared to the U.K coffee market Absence of concentration of roasters supported the coffee consumption and boosted the price levels Mehta (2008) studied coffee prices at three levels, farm prices in Brazil and wholesale and retail prices in the United States He studied the effect of the ICA (International Coffee Agreement) on coffee prices at different times and pointed out the downward movement of coffee prices when quota regulations were in place He found that Brazilian farm prices did not move with international coffee prices in the short run He also found that retail prices are more sensitive to wholesale price increases than wholesale price decreases He finally concluded that ICA interventions disrupted the natural supply and price cycle for coffee and cautioned against the use of predictions using time series data Gilbert (2008) by using the GVC (Global Value Chain) analysis mentioned that only half of retail coffee costs can be attributed to the price of unprocessed or green coffee Hence it can be inferred that there is a considerable amount of added value taking place beyond green coffee He mentioned that the coffee buyers refer to the major terminal markets (New York and London) for price quotes while purchasing green coffee and not consider production cost as a major factor affecting coffee prices Similarly the sellers also refer to New York and London commodity markets for coffee price determination Hence coffee price at New York Board of Trade (NYBOT) and London (LIFFE) market can be used as a proxy for the commodity price at a given point of time Fitting and Kaplingsky (2001) were convinced that coffee can be branded because of its vast variety at the retail level and that coffee stands next to wine with respect to variety at retail level They talk about the transformation from trading as a commodity to so much variety at the retail level and provide evidence that there is a large value- added component before the coffee reaches the consumers It is also evident that factors other than the commodity coffee prices are important in determining the retail prices of coffee Mohan (2007) concluded that liberalization in the coffee trade has transferred the risk to coffee producers from other stakeholders This trade risk is caused by the price fluctuation of coffee but terminal markets (NYBOT/LIFFE) reduce that risk He further recommends that these terminal markets should open their branches that could be accessed by the producers directly He highlighted the importance of these terminal markets in price discovery and minimizing the producers’ risk Kolk (2005) found that retailers in the U.S pay high prices for quality and certified coffee Also retailers differentiate and are willing to pay more for Fair Trade coffee Still coffee producers are facing problems and are not able to realize the benefits of such a strong market He further argues that coffee consumption has to increase in order to improve the livelihood of the coffee farmers in developing countries Ponte (2002) stated the importance of coffee quality rather than the quantity with respect to the producers of coffee He argued that producers should keep in mind, the final consumers’ preferences and the characteristics of the coffee for which consumers would be willing to pay more Quality coffee provides more revenue to producers and it is a better strategy to earn more revenue for same quantity of coffee compared to low quality coffee CHAPTER III: METHODOLOGY Population: The population of this study is companies which have been exporting coffee to the US market for at least years in Hanoi and in HCMC This is primary source which will be mainly used to discuss qualitative variables of the hypothesis Sample: From the population, 20 of these companies were chosen as samples of the study After that, interviews would be conducted and questionnaires would be given out for data collection Primary data: Questionnaires will be given to mangers of 20 companies which export coffee to foreign markets including the US The questionnaire consists of 10 questions: open-ended and close-ended I use the first question to figure out the time from which the respondent started export coffee to foreign markets Then, the second and the third questions are designed to find whether coffee export is a major business area and if the US is a big market for the responding company The next questions pose the potentials, advantages as well as disadvantages which the respondents face when exporting coffee to the US Question number and are given to find out the possible barriers in policies of the exporting country – Vietnam and the import country – the US which has influences on coffee exports Question and 10 ask the respondents about their future plans to expand export business and their solutions to the existing problems Secondary data: The reports and news about U.S market on newspaper, commercial magazines, and the related research From these data, we can know about the U.S market and the exporting coffee market in U.S The strategic reports, report on export activities of the company are also a reliable source of data From these data we can find out about the current situation of company’s export coffee and company’s strategic direction Because of the nature of this research, secondary data is mostly used to interpret the trend of coffee export demand Based on data collected from various secondary sources, statistics of coffee export demand were taken from year 2001 to year 2013 (quarterly figure), total of 44 observations in 11 years This figure is processed in E-view program to give statistical evidence for the results and findings discussed in chapter Secondary data is the main source in the study to describe the influences of quantitative variables on coffee export demand Figure 1: Data collection and process Overview of US cafe market Secondary data Strategy and objectives and reports of INTIMEX Primary data Interview leaders of INTIMEX, managers other coffee export Company Questionnaires to mangers of coffee export companies Requirements of MKT mix for exporting cafe to US Problems need to be improved Current situation of MKT mix for exporting café to US at INTIMEX Solutions and recommendations CHAPTER IV: RESULTS AND DISCUSSIONS Qualitative data analysis Existing competitors and market structure of coffee export Data analyzed in this section comes from the FAO database The international trade has few really important export commodities Oil is the first one and coffee is the second most essential article of trade Coffee is an important product in many economies especially for the financial system of the least developed countries Coffee exporters contribute to the national income Many authors (Otero, 2000; Bacon, 2004; Nestel, 1995) stress the fact that coffee is the main source of the foreign exchange, employment and value added For some countries, coffee is one of the most valuable products of the agriculture The trade with coffee can be divided by different criterion One of the divisions depends on the species of coffee – in this case, we are talking about coffee Arabica and coffee variant Robusta Robusta forms 90 % of world production Arabica (9 % of the world production) is more valuable due to the finest flavor (Kemsley et al, 1995) However, for necessary to distinguish between green (or not roasted) and roasted coffee and into consideration the coffee substitutes containing coffee in any proportion Product Quality The velvety coffee slowly dripping from the filter into my glass is bitter and dark But once mixed with the sweet, silky condensed milk at the bottom, it turns into a rich chocolaty brew It is a fitting metaphor for the story of coffee in Vietnam French colonists introduced coffee here in 1857 The central highlands region – known as Buon Ma Thuot – proved a perfect area for growing Robusta beans But a century later, the Vietnam War devastated the country and coffee production was severely disrupted After the long war, the government, supported by development agencies, launched vast coffeegrowing programs in the region to help put the country on the road to recovery Its success has been astonishing In just two decades, Vietnam went from the scorched earth of Agent Orange to become the second coffee exporter in the world after Brazil, and the number one for Robusta – one of the two main coffee species, often used in instant coffee (Arabica, the other main variety, is grown at a higher altitude and comprises about 75% of world production) This spectacular comeback has been a huge boon to the economy – coffee is Vietnam's key export, generating an income of more than $1.5bn In total, the coffee sector represents 3% of national GDP, providing a livelihood for around 2.6 million people – 600,000 of them farmers and many from minority ethnic groups Only 5% to 7% of the total production is used for domestic consumption; the rest is exported, mostly to the US and Europe Coffee drinking trends in the American According to the newly released National Coffee Association National Coffee Drinking Trends (NCDT) market research study, 83% of the U.S adult population now drinks coffee That figure represents a jump of five percentage points this year vs last year In addition, daily consumption remains strong and steady at 63%, while those who drink coffee at least once a week is up slightly to 75% Leading the pack in coffee consumption are Hispanic-Americans The study, which began tracking ethnic data last year, found that 76% of adult Hispanics said they drank coffee yesterday, 13 percentage points ahead of the total population By comparison, 64% of CaucasianAmericans and 47% of African-Americans said they drank coffee yesterday Coffee export of Vietnam 2002-2012 46% 5% 15% EU Japan US Others 34% Competitive environment Coffee market share: Brazil still takes the lead with 30%, Vietnam accounts for 10% The next ranks are Colombia (9%), Indonesia (6%), Mexico and India share 4% and the rest belongs to the others * Export and marketing capabilities - Brazil: is the first coffee export They export 25 million bags of coffee each year (22 million fresh coffee bags and million soluble coffee bags), but there are few roasted and grinded coffee In 2006-2007, Brazil exported 41.1 tons coffee bags (60kg/bag) In 2007-2008, Brazil coffee production reached 31.1-32.3 million bags, of which there were 21,3-22,4 Arabica coffee bags and 9,8-9,9 Robusta bags There are roughly 200 coffee exports enterprises in Brazil - Vietnam: The second largest coffee exporter We exported 912.553 tons of coffee in 2006, turnover reached 1.121.131.797$ We exported to 71 countries and territories, including 191 tons to the US There are 480 000 hectares of Robusta coffee, which provide 700 000 tons of production and 26 500 hectares of Arabica coffee, which provide 18 000 tons of production An estimated 18,3 million 60-kilogram-bags production was reported in 2007-2008 - Colombia: Export growth increased by 0.5% in October-November to 12,325 million bags Colombia Fedecafe Association reported that: October export rate decreased 17% to 939,000 bags But the last year rate enhanced 1% to 12.325 million bags * Product quality - Vietnam: Vietnam coffee’s natural quality is highly appraised and is recognized as one of the best coffee tea in the world However, our products’ quality is low as the limitation of processing and management In 2010-2011, Vietnam excluded coffee accounted for 72% of the world - With good investment, Robusta coffee will become Vietnam strong point (make up 95% of the national production) in the quality competition - 5.42% Brazil Robusta coffee was excluded in 2005-2006 crops - Columbia focused on exploiting and producing the best quality Arabica coffee * Price - Vietnam: In 2007/2008, average Robusta export price was $1.967/tons ($118/bag) - Brazil: Arabica coffee price is $118/bag According to collected data, we need to keep up with Brazil and to pay attention to Colombia as they could pass us at any time Robusta production Arabica production Natural quality Exported Raw bean Quality Price Techniques Notes: Brazil Vietnam Colombia Compare the competitive advantages among Vietnam, Colombia and Brazil Data Analysis After running Ordinary Least Square regression with the data, the best-fitted and unbiased model was chosen as follow: The Equation of the Regression model: Ln CFIM = 9.240450+ 0.087812* LOG (CP) + 0.020318* LOG (CBPI) + 1.023844* LOG (MS) + 0.086276* LOG (TP) Variable Coefficient Std Error t-Statistic Prob C 9.240450 0.121369 76.13503 0.0000 LOG(CP) 0.087812 0.014748 5.954071 0.0000 LOG(CBPI) 0.020318 0.031719 0.640549 0.5256 LOG(MS) 1.023844 0.022580 45.34241 0.0000 LOG(TP) 0.086276 0.030212 2.855655 0.0068 R-squared 0.994905 Mean dependent var 8.043638 Adjusted R-squared 0.994382 S.D dependent var 0.224724 S.E of regression 0.016844 Akaike info criterion -5.223016 Sum squared resid 0.011065 Schwarz criterion -5.020268 Log likelihood 119.9064 F-statistic 1903.726 Durbin-Watson stat 1.110825 Prob(F-statistic) 0.000000 Testing overall significance of the multiple regressions Now, we consider a joint null hypothesis that all are jointly or simultaneously equal to zero This test is called a test of overall significance of observed or estimated regression line, that is, whether the coffee price in Vietnam is linear related to the world’s coffee price, the average income, CP and Vietnam coffee production Hypothesis testing: * Ho: All variables have zero effect on coffee import (All betas =0) Ha: At least one variable is not zero effect, at least one variable has the effect on the dependent variable (β2≠0, β3≠0, β4≠0, β5≠0) * F-critical value: F R /( k  1) 0.994382 /(5  1)   1725.743058 (1  R ) /( n  k ) (1  0.994382) /( 44  5) F-statistic: F α,k-1,n-k = F 0.05,4,39 = 2.964708 Decision: |F| Reject the null hypothesis that we should drop three independent variables out of the model * Conclusion: There is strong evidence to conclude that we should not drop three the independent variables from the model As a result, there must be at least one independent variable has influence on the dependent one After testing the overall significance of the model, significance of each independent variable to the dependent variable as well as testing for drop variables in the model, the above model was rewritten into: Ln CFIM = 9.216968 + 0.094992* LOG (CP) + 1.020649* LOG (MS) + 0.101594* LOG (TP) The model was tested for common errors of multicolinearity, heteroskedasticity and autocorrelation After required tests were carried out, the conclusion was drawn that the model does not suffer from multicolinearity and autocorrelation Although it has slight effect of heteroskedasticity, the model proves to be well-fitted and unbiased CHAPTER V: CONCLUSIONS AND RECOMMENDATIONS Conclusions: The coffee export turnover and volume is highly dependent on some different qualitative and quantitative variables including: product quality, existing competitors, and coffee drinking trends in the import country The quantitative variables affecting coffee export includes commodity price, coffee beverage price index, price of the biggest substitute, and coffee market share By studying and analyzing the coffee production and export, the dissertation presents both advantages and difficulties occurring in producing and exporting these products It is important to both Intimex Vietnam practically and the national coffee export generally to focus and encourage export products This industry creates jobs and salaries, enhances export enterprise and Vietnam agriculture’s turnover Recommendations: To the state: There need to be proper policy to encourage coffee growers by reforming planting structure, cultivation methods as well as investing in new technology to increase productivity Furthermore, the state needs to open legal corridors and minimize administrative procedures to boost coffee export To the enterprise: Vietnam coffee export firms in general and Intimex Vietnam JSC in particular need to be aware of the foreign market: environment, structure, existing competitors, and consumption trends Moreover, firms must develop internally in terms of enhance product quality, utilize competitive advantages and maximize the opportunities in doing business Published materials: Nguyen Gia Phuc, Vietnam has become the world’s largest coffee exporter, Vietnam Culture Window No123/ Mar-Apr 2013, ISSN: 1859-0969, page 24-26 Nguyen Gia Phuc, Thuc trang xuat khau ca phe Vietnam, Figures and Event, 6/2013, ISSN: 0866-7322, page 26-27 [...]... ($118/bag) - Brazil: Arabica coffee price is $118/bag According to collected data, we need to keep up with Brazil and to pay attention to Colombia as they could pass us at any time 1 Robusta production Arabica production Natural quality Exported Raw bean Quality Price Techniques 2 3 4 5 Notes: Brazil Vietnam Colombia Compare the competitive advantages among Vietnam, Colombia and Brazil Data Analysis After... environment Coffee market share: Brazil still takes the lead with 30%, Vietnam accounts for 10% The next ranks are Colombia (9%), Indonesia (6%), Mexico and India share 4% and the rest belongs to the others * Export and marketing capabilities - Brazil: is the first coffee export They export 25 million bags of coffee each year (22 million fresh coffee bags and 3 million soluble coffee bags), but there are few... Colombia Fedecafe Association reported that: October export rate decreased 17% to 939,000 bags But the last year rate enhanced 1% to 12.325 million bags * Product quality - Vietnam: Vietnam coffee s natural quality is highly appraised and is recognized as one of the best coffee tea in the world However, our products’ quality is low as the limitation of processing and management In 2010-2011, Vietnam excluded... few roasted and grinded coffee In 2006-2007, Brazil exported 41.1 tons coffee bags (60kg/bag) In 2007-2008, Brazil coffee production reached 31.1-32.3 million bags, of which there were 21,3-22,4 Arabica coffee bags and 9,8-9,9 Robusta bags There are roughly 200 coffee exports enterprises in Brazil - Vietnam: The second largest coffee exporter We exported 912.553 tons of coffee in 2006, turnover reached... that all are jointly or simultaneously equal to zero This test is called a test of overall significance of observed or estimated regression line, that is, whether the coffee price in Vietnam is linear related to the world’s coffee price, the average income, CP and Vietnam coffee production Hypothesis testing: * Ho: All variables have zero effect on coffee import (All betas =0) Ha: At least one variable... turnover and volume is highly dependent on some different qualitative and quantitative variables including: product quality, existing competitors, and coffee drinking trends in the import country The quantitative variables affecting coffee export includes commodity price, coffee beverage price index, price of the biggest substitute, and coffee market share By studying and analyzing the coffee production and... production and export, the dissertation presents both advantages and difficulties occurring in producing and exporting these products It is important to both Intimex Vietnam practically and the national coffee export generally to focus and encourage export products This industry creates jobs and salaries, enhances export enterprise and Vietnam agriculture’s turnover Recommendations: To the state: There... excluded coffee accounted for 72% of the world - With good investment, Robusta coffee will become Vietnam strong point (make up 95% of the national production) in the quality competition - 5.42% Brazil Robusta coffee was excluded in 2005-2006 crops - Columbia focused on exploiting and producing the best quality Arabica coffee * Price - Vietnam: In 2007/2008, average Robusta export price was $1.967/tons... policy to encourage coffee growers by reforming planting structure, cultivation methods as well as investing in new technology to increase productivity Furthermore, the state needs to open legal corridors and minimize administrative procedures to boost coffee export To the enterprise: Vietnam coffee export firms in general and Intimex Vietnam JSC in particular need to be aware of the foreign market: environment,... competitors, and consumption trends Moreover, firms must develop internally in terms of enhance product quality, utilize competitive advantages and maximize the opportunities in doing business Published materials: Nguyen Gia Phuc, Vietnam has become the world’s largest coffee exporter, Vietnam Culture Window No123/ Mar-Apr 2013, ISSN: 1859-0969, page 24-26 Nguyen Gia Phuc, Thuc trang xuat khau ca phe Vietnam,