Phân tích và nghiên cứu chiến lược xuất khẩu chè shan tuyết cổ thụ e

Phân tích nghiên cứu chiến lược xuất chè Shan Tuyết cổ thụ Task: I Introduction to the Company and product of ancient Shan tea Some characteristics on enterprise: - Name of Company: Hung Cuong Trading Co., Ltd - Business sector: Tea production, processing and consumption - Establishment: Under license No 846 / GPKD issued on June 11th 1998 by People’s Committee of Ha Giang Province - Address of headquarter: KM 17 Vi Xuyen Sub-district, Ha Giang Province Hung Cuong Trading Co., Ltd was established in 1998 early with a small capital, initially only purchasing tea produced by people and sell domestically and limited export, the product started entering the market, but business efficiency is still low, not enough products to supply to the market With geographical location is a mountainous bordering to the north of the province, terrain is divided life of ethnic people in the province which is still in difficult, unstable income, mainly hired seasonally to earn extra income After study and refer to the actual conditions and concerned by the local committees of local authorities in terms of policy development priorities of tea tree as a key economic income for poverty reduction for people Since its establishment, the company always focuses on technology investment to improve the quality and design of the product, the company's products were accepted by consumers and branded in localities in the country and in other countries Create employment and stable income for workers in a long time now The Company annual revenue is over 90 billion to assure of employment for 300 workers with a stable income The company has built five tea processing factory in Ha Giang with each plant capacity of 20 tons of fresh tea / day each year, the company exported nearly 2,000 tons by modern tea machinery system with processing capacity to meet supply products to the market And team of managers, executive producer who are trained and experienced in tea processing industry, worked in leading companies in the field of tea To put products of Ha Giang tea into in the world, with the help of the Vietnam Challenge Fund (VCF), the Company invested in focusing on Shan organic tea in Cao Bo Commune, Vi Xuyen Sub-district, Ha Giang Characteristics of the model is from planting, harvesting, processing until the finished product, Shan tea products is 100% is not used chemicals, not use preservatives with closed projects in order to give birth a product, right from the first step in the market to meet customer requirements Shan tea products have now been confirmed its foothold in the domestic market and for export Products of Cao Bo Shan tea By geographical location and natural incentives offered to Ha Giang to use the that opportunity, the Company conducted a survey of ancient tea trees in the area, with unique ancient tea trees usually have a diameter of 20 to 80 cm between 200 and 700 years old and grows in mixed with forests, at an altitude of 1500 m to 2000 m above sea level, is the tea of natural development without fertilizing, the tea shoot has reached standard of high-quality clean tea, it is very good for human health Drinking ancient Shan tea regularly will have good effects on human health due to containing antioxidant tea to reduce the aging of cells, prevent the degeneration of nerve cells, limiting the primary atherosclerotic, having ability to prevent cancer, reduce osteoporosis, poison prevention, etc Up to now, the Company has successfully built of raw materials area for organic tea production in Cao Bo Special tea has been issued by International Federation of Organic Movements IFOM for organic tea - Organic Cao Bo, Organic teas - Ha Giang all reached high quality products to meet customer requirements of some difficult markets such as Germany, USA, Canada and some countries in Eastern Europe Now, the company has exported tea to countries such as Russia, Britain, France, Germany, South Korea, Taiwan, Hong Kong (China) In the near future, the Company will launch more consumption markets in the nationwide and will give priority to the development of the Japan market as a country with low inflation and steady economic growth II MARKET RESEARCH In the trend of globalization and economic integration, global sales grows and grows after studying the documents of the World Bank as said that countries like the U.S and Japan still is the potential market to develop the company’s tea products to these markets because the United States and Japan are the two countries with economic growth and the inflation rate at a safe level so that the Company may invest in a large tea market efficiently U.S is ranking at third level after Singapore and New Zealand and Japan is ranking at 11 th as the countries with favourable business environment (source: World Bank on countries with favourable business environment) In addition to target of market development, the Company continues to set up strategy to promote exports to the new country in order to expand the market and to build the Company’s tea brand globally Immediately, in 2013, setting up strategies of tea export into the Japanese market Market analysis Japanese market is the market in Asia with convenient location and the culture is similar to Vietnamese, Vietnamese tea products have been received and consumed in the Japanese market Japan is a country with the traditional drink for thousands of years, tea in the minds of the Japanese people is not only a kind of healthy beverages but also drinking tea has become art, a hobby of the high-income people According to a survey in Japan, there are not any plants not producing unique high tea which is most likely the production and import of green tea and black tea for domestic consumption Estimation of selling tea in Japan market in 2009-2012 2009 ton 2010 billion Yen ton 2011 billion Yen ton 2012 billion Yen ton billion Yen Green tea 60.445, 314,4 60.808,3 316,6 61.112,4 318,5 61.356,8 320,1 Fruit/ herb tea 4.702,9 55,2 4.928,7 57,9 5.170,2 60,8 5.428,7 63,9 Instant tea 4.021,6 4,6 4.094,0 4,7 Black tea 17.882,0 88,2 18.069,0 89,1 18.217,7 89,9 18.321,9 90,4 Other tea 10.601,4 28,3 10.537,8 28,1 10.485,1 28,0 10.443,2 27,9 Total 4.171,8 4,8 4.255,2 4,9 97.653,6 490,7 98.437,7 496,5 99.157,1 502,0 99.805,8 507,2 (Source: Euromonitor) Tea export of Vietnam to Japan Year Total tea export amount of Vietnam 2000 2001 2002 2003 2004 2005 2006 2007 2008 55,7 68,0 75,0 59,7 99,3 87,9 105,6 118 104 (ton) Exported to Japan (ton) 1,86 1,22 2,97 3,55 1,08 0,69 0,44 0,377 0,374 Density (%) 3,3 Total tea export turnover of Vietnam (million USD) 69,6 78,4 82,5 59,8 99,4 96,9 110,4 130 Exported to Japan (million USD) 2,95 1,7 3,0 1,8 3,96 5,95 1,1 0,79 0,42 0,31 0,35 3,7 147 1,5 1,24 1,08 0,844 0,927 (Source: Vietnam Customs and calculations according to import and export data) Based on the quantity of tea imported into the Japanese market, the demand for used Japanese tea is great and has great potential and opportunity for Vietnam Tea Association and the Company’s products will penetrate Japan market, so the company has chosen Japan to plan and strategies to supply and consume tea in the Japanese market Competitive factors Tea is exported to the Japanese market, the company will have to face competitors such as China (49.1%) Sri Lan ka (24.6%) Indian (12.1%) England (4, 4%); Taiwan (3.4%); Kenya (2.2%); Indonesia (1.3%), etc (Source: TradeMapITC) Vietnam is a country with the production of tea imported into Japan market occupying market share limited, the product is not highly competitive, so it is difficult in the strategies of product development and supply to the Japanese market In 2007, Vietnam imported tea production in Japan was only accounts for 0.6% of the imported amount into the Japanese market, this is disadvantageous factors for penetrating the Japanese market Affected factors: a Economic and political environment: + Japan is a country with stable politics, favorable investment environment ranked 11 th in the country with a favorable investment environment (Source by the World Bank) + Legal system is to support the import of agricultural and forest products for consumption and processing in Japan b Socio-cultural factors: + Tea demand for weddings tends to rise, people switch to tea due to its lower price compared with coffee + Consumption trends of premium tea products increases due to Japanese income + Suitable with the tastes of consumers + Japanese market is bearing the influence of Asian culture closer to Vietnamese c Technological factors: + Hung Cuong Trading Co., Ltd has focused on technology investment, in 2011 the Company has invested in new technologies with the value chains of up to $1 million to install the factory system and processing lines attached to CTC closed-synchronous technology from India to improve and meet the needs of customers' tastes d Identifying customers and potential customers: + Customers and potential customers is the Vietnamese community in Japan and from economical to high-end customers in Japan, paying special attention to the production of high quality tea products for high-income potential customers in Japan III OPPORTUNITIES AND CHALLENGES Opportunities The company has two types such as natural Shan tea and organic Shan tea; two types of tea have advantage of being clean tea, planted in hot, humid and rainy climates, preserved flavor proper technique for a long time without moisture, natural flavor tea and anti-mold The Company has invested and successfully built the raw materials for the production of organic tea in the tea Cao Bo, Vi Xuyen Sub-district, Ha Giang; the products of the company is issued certificate by international federation of organic movements for organic tea- Organic Cao Bo Products are manufactured on continuous and modern lines imported from India with high quality products, branded and conquer some difficult markets such as Germany, UK, USA, Canada and some countries of Eastern Europe + The company has modern information and communication equipment system for the promotion of products and online shopping at the request of the customer, form of payment and delivery is very fast and accurate; + The company has signed a joint venture contract with Japanese companies in the production of high-quality green tea and tea consumption in Japan + Tea processing industry is concerned and facilitated by the State so that the company can make planning for products, the State has incentives to encourage export of agro-forestry products + Comprehensive Economic Partnership Agreement Vietnam - Japan (EPA) was signed on 25/12/2008 in Tokyo will be the driving force to promote the free trade of goods and services, economic cooperation and investment between two countries in the near future It is expected that EPA will take effect in mid-2009 Committed by the Japanese party, the average tax rate for Vietnam exports to Japan will be reduced to 2.8% in 2018 will be favorable conditions for Vietnamese exports in general, in including for tea export commodities Japan is an important partner of Vietnam in all aspects and having culture similar to Vietnam, as a country with over 40,000 Vietnamese living and studying and working in Japan, this is an opportunity for the company to access and promotion and marketing of tea to Japan + Products of Shan tea and organic tea of the company are products meeting strict controlling requirements of quality when imported into Japan + Vietnam and Japan upgrades from bilateral relations to strategic partnership ((Source: Documents for subject of international relations of Ho Chi Minh National Academy of Politics and Public Administration) + The company has big material region, clean tea products with modern chain system able to meet product according to customer orders + Products of company have been tested by testing agencies of Vietnam and imported countries for quality to ensure food hygiene and safety + “Vietnamese Tea” is registered and protected over 70 national and regional markets Vietnam is a country ranking fifth in the world in terms of production and export of tea after China, India, Sri Lanka, Kenya (Source (VH-VIETRADE) Japan always facilitate for the transfer of income for the country, as a country with strict regulations on management, brand, especially the strict and close quality control system of imported goods in Japan Tax policy in Vietnam and Japan is to facilitate the export of tea in Japan with the exchange rate stability Challenges + Japan’s potential customers are unknown to the Company’s products, so these are major difficulties of the company in accessing the marketing and promotion of tea products to the Japanese market + Conditions introducing directly to our products are limited, so in the first period it will be difficult to introduce products to consumers + To compete with the products of other countries such as China, India, Sri Lanka, Kenya In which, China and India are two countries with large output supplying to the tea market to Japan Cultural and language barriers are also one of the causes of difficulty for marketing and promotion and introduction of the Company’s tea in Japan Orientation and objective of promoting exports of tea in Japan + Develop strategies of Shan tea exports to the Japanese market, plans should be in detail, from market research, political environment, legal system, and make use of the relationship through the Ministry of Foreign Affairs of Vietnam and Vietnam Trade Promotion Agency striving to June 2013 will bring the ancient Shan tea and Organic tea Cao Bo to promote and consume in Japan and firstly in the special district in Tokyo and big cities in Japan IV KEY MEASURES TO PROMOTE TEA EXPORT TO THE JAPANESE MARKET Promoting market research It is estimated that the region of distribution and penetration in Japan is a special area in Tokyo and other big cities in Japan Target customers that the company aims are the middle-income and high income customers - To promote international trade fairs, expansion of campaign to introduce products on the internet and on TV channels VTV5 aboard - Establish trade networks through opening affiliates and direct dealer of the company on foreign market - Combined with the Vietnam Tea Association to hold Vietnamese Tea Culture Festival in Japan - Develop export strategy of Shan tea products of the Company to the Japanese market Improve product quality Improve product quality, the exported product must be inspected closely and ensured strictly conditions on food safety Setting up market development strategy to focus on high-quality green tea products, the price is average and cheaper than other tea products sold in Japan, beautiful design and packing, designed style should fit and be close to Japanese culture Joint venture and associate with several companies in Japan to introduce and consume product, use of employees as Vietnamese living in Japan to promote sales, product introduction Improve employees' knowledge The company should have a strategy and plan for human resource training specially focus on foreign language training and participate in learning national cultural training of partner strategies There are policies to encourage physically and spiritually for workers’ life The labour and salary payment policies should be clear Arranging tours, exchanges with other enterprises in the same industry in order to learn and improve their knowledge of business Medium-term and long-term measures 4.1 Setting up plans to enter the market In order that products could enter the Japanese market under the plan as approved in the near future, the company will focus on the following key tasks: Getting access to new markets, build marketing team colors Japanese culture  Promote product and brand of tea propaganda in the Japanese market  Through Vietnamese embassy in Japan and the Vietnamese community living and working in Japan to introduce the products and product marketing  To boost brand product image awareness and through the mass media of the country  Signing a contract of production and consumption to Japanese companies 10  Make survey questionnaires of customer’s satisfaction through it to adjust accordingly  Design product model bearing culture of Vietnamese – Japan  Setting up retail and supply systems for products to ensure favorable and compact conditions  Create a market with state of product scarceness 4.2 Branding, product introduction Facilitating and upgrading modern information equipment systems to be convenient for the promotion of products, connecting tea tree image with Dong Van Karst Plateau (Global Geopark) to promote and introduce products, looking for partners, establish sales channels, product delivery and distribution to consumers conveniently Frequent changes in sample design, improve quality to create the attractiveness to the consumers 4.3 Use funds effectively - Marketing strategy to expand international market and global market that firstly the strategy of setting up markets in regions of ASEAN countries and Japan - Prepare enough capital to meet the demand for investment, technological innovation to meet conditions for sufficient supply of products for the domestic and international market Building up plan of efficient use of capital and create reserve fund for the risk of the product Performing business savings, improve quality, reduce product cost, management and efficient use of financial resources to ensure adequate capital resources for production and business activities of the enterprise CONCLUSION In the trend of globalization and integration, Hung Cuong Trading Co., Ltd., 11 Vi Xuyen Sub-district, Ha Giang Province has giving the flavor of Ha Giang tea to every home in every country with the efforts of the leaders and all staff of the company, the company's products are now firmly standing on the domestic and foreign markets Tea has become essential demand of life, in the process of expanding the market looking for business opportunities with existing experience together with the continuous strive of the Company’s staff, we believe that the company's tea products will be welcomed by Japanese consumers In the future, the Company continued to expand production and business development, bringing the company's tea products to countries on a global scale Tea tree remains the key tree in poverty alleviation of all ethnic people groups in the province./ 12 ... trends of premium tea products increases due to Japanese income + Suitable with the tastes of consumers + Japanese market is bearing the influence of Asian culture closer to Vietnamese c Technological... tours, exchanges with other enterprises in the same industry in order to learn and improve their knowledge of business Medium-term and long-term measures 4.1 Setting up plans to enter the market... incentives offered to Ha Giang to use the that opportunity, the Company conducted a survey of ancient tea trees in the area, with unique ancient tea trees usually have a diameter of 20 to 80 cm between