ĐÁNH GIÁ ưu điểm, NHƯỢC điểm, cơ hội và THÁCH THỨC của CÔNG TY THẢO NGUYÊN KHI XUẤT KHẨU CHÈ SANG ANHe

ĐÁNH GIÁ ƯU ĐIỂM, NHƯỢC ĐIỂM, CƠ HỘI VÀ THÁCH THỨC CỦA CÔNG TY THẢO NGUYÊN KHI XUẤT KHẨU CHÈ SANG ANH TABLE OF CONTENTS INTRODUCTION I TYPE OF EXPORTED TEA IN THE FIRST MONTHS OF 2011 II MARKET ANALYSIS The characteristics of Tea Drinking habit of British What is needed to know when exporting tea to UK .6 2.1 Requirements when approaching UK market .6 2.2 Specific requirements of tea products .7 2.3 Choosing the export market 2.4 Entering the market 2.5 Cost and Price Estimating III ANALYZING STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS OF THAO NGUYEN WHEN EXPORTING TEA TO UK Strengths .8 Weaknesses Opportunities Threats IV SOME SOLUTIONS OF EXPORTING BLACK TEA OF THAO NGUYEN JSC INTO UK MARKET The company development strateg The company’s solutions in promoting tea into the UK market .10 2.1 Promoting market research .10 2.2 Improving products quality to strengthen competitive advantage in the market10 2.3 Improving skills and expertise for staff 11 2.4 Promoting the application of e-commerce and information technology in business operations .11 / 10 2.5 Improving efficiency in capital using 11 V CONCLUSIONS 11 INTRODUCTION Vietnam is considered one of the countries having rapid economic development, this has been proved over recent years when Vietnam has always been able to maintain a stable growth rate For those results and achievements to be achieved, export has contributed significantly to the economy Among the exported products, we’d better not forget to mention tea export According to the reviews and evaluation of experts, Vietnam is currently the 5th largest tea exporter and producer in the world after India, China, Kenya, Sri Lanka and on par with Indonesia In 2011, with high demand from customers combined with cost advantages, Tea Association forecasted that the export turnover in 2011 will continue to increase by 20% compared to the $197 million in 2010, to over 200 million USD Export volume can be set at around 135 thousand tons mark of 2010 To achieve this goal, the tea industry needs to develop, improve and promote the value of Vietnam's tea brand globally We must first ensure stable ingredient supplies and aim to increase production and export high quality tea products, then aim to sustainably develop the tea industry1 Thao Nguyen Tea Company was founded in 1998 Its functions and duties are to cultivate and export various kinds of tea The company's products are exported mainly to Germany, Poland, Japan, Korea, Bangladesh, Pakistan The vision in the future of the company is to study the European market, particularly UK market in order to export the company’s black tea to this highly potential market To carry out the production and export of tea to the UK market, the company has gradually constructed a business strategy all the way from researching, finding out about the type of tea of Vietnam which is preferred and exported in recent years, to analyzing UK’s current tea market; as well as evaluating and examining the strengths Source http://www.tinthuongmai.vn / 10 and weaknesses, opportunities and challenges to work out specific measures to help Thao Nguyen’s plan in entering UK market achieve optimal results I TYPE OF EXPORTED TEA IN THE FIRST MONTHS OF 2011 Type of exported tea in June/20112 Type Compared with 12/2010 Compared with 1/2010 (%) (%) Black Tea 10.265.574 -25,50 -47,02 Green Tea 5.429.404 -5,23 75,89 373.402 -28,19 200,43 Oolong Tea 53.357 -10,71 -6,12 Jasmin Tea 47.082 -76,32 75,31 22.825 216,14 1.308,95 Lotus Tea 11.285 -74,05 Yellow Tea 8.748 1.520,00 Fermented Tea Jasmin Green Tea June/2011 (USD) Source: http://www.tinthuongmai.vn / 10 -69,33 Type June/2011 (USD) Unsorted II Compared with 12/2010 Compared with 1/2010 (%) (%) 96.854 -64,54 -30,52 MARKET ANALYSIS United Kingdom of Great Britain and Northern Ireland has the 5th largest economy in the world in terms of exchange rates in the market and ranks th in the world in terms of purchasing power It is the second largest economy in Europe after Germany UK is one of countries having high globalization index, ranked at No in a recent survey London is one of the three most important financial centers in the world, along with New York City and Tokyo In recent years, the UK economy is considered to be the one which has the most steady and constant growth, over 150 years This is one of the strongest economies in EU in that it has relatively low inflation, unemployment and interest rates Therefore, according to the International Monetary Fund, UK’s GDP per capita ranked seventh in the European Union in terms of purchasing power, after Luxembourg, Ireland, Holland, Denmark, Austria and Finland However, like many other English-speaking countries, the level of income inequality is much higher than that of many other European countries UK is also a country with large current account deficit, though it has substantial revenue from oil United Kingdom of Great Britain and Northern Ireland is ranked 16 th in temrs of Human Development Index3 The characteristics of Tea Drinking habit of British In average, while the whole world drinks 500 million cups of tea per day, British is accounted of a quarter of that figure In Britain people love tea to the point that they have jokingly said that: It’s possible for Britain to not have a Queen, but it’s impossible for Britain to not have tea When doing anything, the British always has to drink tea, business talk with a cup of tea, for example British Tea Rooms are Source: http://vi.wikipedia.org / 10 modeled after Chinese tea rooms, and the tea room’s etiquete is that of Chinese tea rooms To British, a great cup of tea is a necessity when feeling cold, facing difficulty, after a long journey, after ski skating or after strong excitement Time for tea of British, which is often referred to as "tea time", is waking up the morning and drinking a cup of tea, is 11 at midday working and drinking tea over some conversations, and of course, they have afternoon tea cup too; at - pm whether the job has been done or not, British always stops to drink a cup of tea And so, the British drinks 6-7 cups of tea, and tea is as common as rice; therefore they can be considered the champion of tea drinker in the world4 What is needed to know when exporting tea to UK II.1 - Requirements when approaching UK market Packaging and labeling: UK require goods to have labels showing the origin, weight, size and composition of the product to protect consumers The label or brand must be associated with any particular item brought to the retailer If the product can have an attached label or be stamped, then its information must be written on the tag accompanying the product package or on the private label for product introduction Environmental and sustainable development issues have gained more and more Source: http://songcongtea.com / 10 attention of consumers Consumers and producers in UK are well aware of environmental improvement in manufacturing processes II.2 - Specific requirements of tea products In terms of quality: Tea products quality must be stable Not using toxic pesticides dangerous to humans, or use the appropirate amount of pesticides in the production in order to reduce the polluting effects on air, water, land, so that the products are healthy for consumers - In terms of convenience: As tea-drinking is a frequent habit of British which demands for large volume of tea, the convenience is especially cared about by British tea drinkers Using tea bags can help preserve the flavor when saving time and make tea possible to be drank whenever and wherever II.3 Choosing the export market Because the world drinks 500 million cups of tea per day and British is accounted for a quarter of that amount, this is the ideal market to export the black tea products of Thao Nguyen II.4 Entering the market Thao Nguyen selects some supermarket chains such as Safeway, ASDA which are the largest ones of UK Therefore, the requirements of product origin and health are quite strict Hence, market penetration first requires compliance with the regulations II.5 Cost and Price Estimating Most of the exporters set price in euros for UK customers For importers, costs are based on CIF prices and applicable margins Purchase cost at shore for importers are FOB price plus delivery costs, insurance and tax if applicable III ANALYZING STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS OF THAO NGUYEN WHEN EXPORTING TEA TO UK Strengths / 10 - The export products of the company's are being more and more diverse in design, improved in packaging design and packaging Quality is being improved more; the production process is particularly always in compliance with regulations on pesticide usage, food hygiene and safety - Promoting the activities of market research, marketing, PR, as well as improving product designs and experimenting new flavors - A young group of trained and committed staff who mainly graduated from England, France, USA - The trade negotiations are achieving more success and are quicker; fast and on time delivery has impressed the partners participating in the negotiating and signing process - The technological chain of tea processing is invested at the best level Weaknesses - The processing chain requires much more funding and capital while Thao Nguyen can’t afford it at the moment Therefore, the company couldn’t meet up with the demand for large orders; a fact which leads to delays in the delivery process as well as a limit in the ordered volume - Still lacking skilled personnel in applying and experimenting new flavors - Information updating from EU market in general and from the UK market in particular is not up to expectations; lacking more channels to obtain information Information on exports is very vague and uncontrollable which makes it hard to sign the export contracts Opportunities Vietnam's tea products are currently available in 110 countries and territories around the world; among those, there are some brands that have been registered and protected in 70 national markets and regions such as USA, EU and Russia It is also a great opportunity for Thao Nguyen to develop its markets network not only to UK / 10 but also to many other countries Later 2010, Vietnam Tea Auction began operations, contributing to the increase in the value of products traded through the auction house According to the analysis of the Ministry of Industry and Commerce, the introduction of tea trading house has created more opportunities for Vietnam tea industry to expand its export markets Threats Export markets for Vietnam tea are not really stable in which the low-level tea is accounted for large proportions, the tea quality is not really high and is mainly sold as a raw ingredient Besides, the promotion of tea products in the export market has not achieved desired effects The newly applied regulations in importing countries in Europe are also a challenge for the tea production and export industry IV SOME SOLUTIONS OF EXPORTING BLACK TEA OF THAO NGUYEN JSC INTO UK MARKET The company development strategy Export target is still a major focus, as well as continue to expand export markets and develop in the domestic market Improving competitiveness to boost export, especially exports to the UK market, by focusing resources in investing in tea development Developing tea products which have the advantage, diversifying products to best meet the market needs The company’s solutions in promoting tea into the UK market Some studies in UK has elimited the assumption of tea stealing water from drinkers, moreover, they even stated that tea protects users against some cancers and heart diseases Tea contains many antioxidants which help prevent cell degradation Nutritionist Carrie Ruxton and colleagues at Kings College in London have looked at researches on the benefits of drinking tea They have found that by drinking 3-4 cups / 10 of tea a day, the drinkers have cut down the risk of heart disease, prevented tooth decay and strengthened bones.5 With the above researches, the company will have many advantages when expanding the market and promoting tea exports to UK will 2.1 Promoting market research EU population tends to age which means that heart disease, osteoarthritis, cancer will increase for those in old age Therefore the routine use of tea in daily life of the British is a should-do thing and certainly will be more and more common 2.2 Improving products quality to strengthen competitive advantage in the market To overcome the strict barriers and regulations of the UK market, the company may choose to invest in new equipment, technology, and should import new technologies from developed countries as well as apply products quality management system recognized by these countries Besides, continue to improve the management system to increase productivity and quality, as well as continuously maintaining the consistency between quality and price Next, the regulations and safety standards for consumers are also considered a problem of production, tea products should not affect consumers' health through the use of codes mark, numbers on the package 2.3 Improving skills and expertise for staff Thao Nguyen should develop strategies and plans for human resources training Building regulations for training, improving the quality of staff in all areas, and adopting policies to reward in terms of visible and invisible encouragement, clear labor and salary in order to motivate employees in the company 2.4 Promoting the application of e-commerce and information technology in business operations Continuously upgrade and improve the application and usage of e-commerce Source : http://vietbao.vn/Suc-khoe / 10 Website to help it easier for Thao Nguyen in brand promotions and trade promotion, so that it can facilitate other activities such as trading, paying for products, or accessing information in a quicker and more active way 2.5 Improving efficiency in capital using Thao Nguyen should have plans to effectively use capital and prevent risk, some measures are as followed: - Manage debt, reasonably rescheduling debt Reduce the use of preferential credits in matters not related to the operation - Strengthen the management of receivables, charge, minimize capital pending in payment - Saving business cost by many measures, utilizing and rationally using the capital assets of the company - Actively enhancing capital management, strict capital management through various methods Regularly inspecting and evaluating as well as forecasting the revenue and expenditure operations V CONCLUSIONS The tea industry has made significant achievements over the years, not particularly in THAO NGUYEN, but also in other companies in and out of the industry as well The black tea product of the company has made a presence in many different countries; meet up with the increased demand for foreign currency country through export This also means that export has an undeniable importance to the company's growth and the development of the country 10 / 10 ... plan in entering UK market achieve optimal results I TYPE OF EXPORTED TEA IN THE FIRST MONTHS OF 2011 Type of exported tea in June/20112 Type Compared with 12/2010 Compared with 1/2010 (%) (%)... well as apply products quality management system recognized by these countries Besides, continue to improve the management system to increase productivity and quality, as well as continuously... manufacturing processes II.2 - Specific requirements of tea products In terms of quality: Tea products quality must be stable Not using toxic pesticides dangerous to humans, or use the appropirate