Phân tích xuất khẩu hàng thủy sản sang thị trường hà lan e

Phân tích xuất hàng thủy sản sang thị trường Hà Lan PART 1: INTRODUCTION OF ENTERPRISE AND PRODUCT NAME OF COMPANY STOCK COMPANY : VIETNAM AQUATIC PRODUCT JOINT SOLGAN : VIETNAMFISHCO – BELIEF DEVELOPMENT TRANSACTION NAME: VIETNAM FISHCO WITH LEGAL CAPITAL : 500.000.000.000 DONG APPLIED QUALITY CONTROL SYSTEM : HACCP, BRC, HALAL, IFS, BRC, ISO/IEC 17025, ISO 22000:2005, GLOBAL GAP BUSINESSES: DOMESTIC AQUACULTURE, BUSINESS AND EXPORT-IMPORT OF AQUATIC PRODUCT, AQUATIC PRODUCTS PROCESSING, WAREHOUSING AND STORAGE OF GOODS, PROCESSING AND STORAGE OF AQUATIC PRODUCT AND FISHERY PRODUCTS ADDRESS: 1568 - SAM SƠN – THANH HOA WEBSITE: VIETNAMFISHCO@VNN.VN VIETNAM AQUATIC PRODUCT JOINT STOCK COMPANY was founded in 2001, after 10 years of operation, our company has been successful in aquiculture business and created belief for Vietnamese people With the guideline “CREATE HIGH QUALITY PRODUCT, CREATE PRESTIGE WITH CUSTOMERS” VIETNAMFISHCO sets out 06 quality targets for production and manufacturing activity: - Life quality - Quality of culture area - Factory quality - Product quality - Service quality - Quality for consumers VIETNAMFISHCO is patient with quality target of products such as: Catfish (shark catfish, basa fish – piece type, …), shrimps,… for the goal of community health care and good quality products Our company already scooped domestic market after 10 years of operation Our company has set a target: improve brand position of VIETNAMFISHCO upto international level, become food brand for everybody With our initial goals, all staffs and employees determined to make the product “Shark catfish, basa fish, tilapia” access to EU markets and especially Holland because Holland ranked sixth in the European Union in importing aquatic products, obtaining 6.5% EU market Netherlands imports large quantities from the developed countries and redistributes to other EU countries, the Netherlands is particularly strong in the supply of chilled fish, frozen fish, fresh shrimps and processed shrimps and especially in this market, we find that consumption of household size is increasing, the frozen fishes are most popular PART 2: INTRODUCTION OF MARKET INFORMATION INFORMATION OF NETHERLANDS The Netherlands is a country that provides global service with an open attitude to the world Holland not only opens market for business but also opens the society and culture The Dutch have many different beliefs and political views Respect the views and beliefs of others is a virtue of this country and this provides stability for the structure of Dutch society The Netherlands is located in Western Europe, with North Sea in the West and North Neighboring countries in East and Southern are Germany and Belgium It has around 41.526 km2 and population of about 15.6 million people Most people here are the Dutch and the main language is Dutch, however, the Dutch speak English very well Dutch people are tolerant and frankly ECONOMY Each time we think about the Netherlands, we often think of Tulips, windmills and wooden shoes But in the early 17th century, Holland was one of the advanced countries with wealth derived from overseas colonies Nowadays, the Netherlands has been still one of the most developed country in the world It is ranked among the 15 richest countries and in 1998 and it ranked fifth in the list of international competitiveness of the IMF Prosperity and economic stability of the Netherlands is attributable to the consultation and coordination between government, employers and trade unions The Netherlands played an important role in the global goods circulation system, this country is the center for many freight companies Holland is also the headquarters of multinational companies such as Philips, Univer, Akzo, Nobel and Shell According to authorities of EIV, in the next years, the Netherlands will be the best choice in the business and investment world Holland was also called “the vegetable garden of Europe", it leads in vegetable export and flowers of this country optains 60% market share in the world Dutch financial power has three well-known banks among the 25 largest and most powerful banks in the world, including: ABN AMRO Bank, Rabobank and ING Bank They have branches in all the leading financial centers in the world Industrial strength of Netherlands has formed a prosperous export economy Dutch government invested four billion dollars per year on technique and science Netherlands is the top nation of modern technology in the field of environment, energy, information, biotechnology and materials National income of the Netherlands in 2000 was about 20,000 USD per person THE ENTRANCE TO EUROPE Holland is located in the center of a complete transportation network, including air, sea, river, road and railroad extending to all directions Rotterdam is the largest port in the world and millions tons of cargo are unloaded at this port every day Schipho International Airport is the fourth largest airport for cargo and passengers in Europe The Netherlands has about 55% of river vehicles moving on Rhine river and Maces river, and 27% of European vehicles use the highway in the Netherlands INFORMATION OF AQUATIC PRODUCT MARKET IN NETHERLANDS The Netherlands is the 10th largest market for seafood in the EU, obtaining 2.3% in EU market However, consumption at household size increased and increased more in value than in volume Fresh fish or frozen fish are most favourite type Sales of shark catfish, basa catfish has more than double in the past three years and tilapia also becomes more popular The Netherlands is the mid-range importer of aquatic products in the EU but it is important importing country in European trade The Netherlands imported a large quantity from the developing countries and redistributed to other EU countries Holland is particularly strong in the supply of chilled fish, frozen fillet fish, even fresh shrimp and processed shrimp In the years 2004 - 2008, import value increased 7.1% per year In which developing countries obtained a large part of the Netherlands import value, 40% (annual value increase of 13%) The developing countries are important suppliers of chilled fish, frozen fish and fresh fish such as shark catfish, basa fish, tilapia, shrimp, etc The main parameters of seafood market in the Netherlands Consumption: - The entire market size We can see that the consumption (including industrial demand) of seafood products in the Netherlands is 246 thousand tons in 2005 (based on data from Eurostat in 2007 and FAO 2008), which led the Netherlands to become the 10th largest market in the EU (obtaining 2.3% of total capacity of EU in 2005) As estimated, this capacity will increase slowly to 259 thousand tons in 2015 Per capita consumption is 15.1 kg in 2005, below the EU average 21.8 kg (FAO 2007) - Consumption at household size Household consumption of seafood products in the Netherlands is 54,622 tons in 2008 (The data is shown in Table 1.2) Seafood is most preferred by the rich elderly The older people eat more seafood than younger people (obtaining almost 49% of total consumption) Consumption of seafood products has been boosted in the younger generation The effectiveness of this new promotion campaign will become clearer in 2010 - Product groups Fresh and chilled aquatic product is the market's largest segment, obtaining 46% of household consumption in 2008, followed by frozen products (36%) and processed and preserved aquatic products (18%) Segmentation of the fresh and frozen seafood is growing Data is shown in Table 1.3 Shark catfish and basa fish are the products which achieved the best results in the frozen segment (obtaining 14% of frozen seafood turnover in 2008), and quickly became the second favourite frozen natural fish after Salmon (15%) Tilapia (2.1%) and lost some market shares compared with 2007 Fresh and frozen shellfishes obtain 13% of the consumption volume in 2008 (Table 1.3) Because the cost of fresh products increased, consumers buy more frozen shellfish and crustaceans At processed and preserved seafood segment, canned tuna is the most popular product, closely followed by canned herring (Table 1.3) The main consumption trends in the Netherlands found through researchs: Fish consumption characteristic of the Dutch is that they still prefer the traditional fishes Four most popular fishes are herring, salmon, cod Pollack fish The new fishes (especially shark catfish, basa fish and tilapia at the lower level) are gradually being preferred One of major reasons is that their cost is lower than other traditional fishes They not have a so distinct flavour that many consumers can accept them and combine easily with other foods The cost has a great influence on purchasing For example, the price of shellfish increases leading to reduction of turnover Consumption of aquatic products in households shows a positive long-term trend Health, taste and convenience are important factors affecting the purchase of seafood products Consumption is also increasing due to better consumer understanding regarding the preparation method and processing of seafood Production capacity: Holland is the producer of aquatic products which ranked fifth in Europe, obtained 7.3% of total capacity in the EU (The data presented in Table 1.4) Catching: Fishing capacity reduced 25% and will decline in subsequent years Capacity of aquaculture: In 2007, aquaculture obtained 12% Dutch producing capacity, maintained at around 4,500 tons in 2006 and 2007 PART 3: SWOT ANALYSES Based on analyses of seafood market, our enterprise would like to give SWOT analysis sheet regarding strengths and weaknesses, opportunities and challenges when we have estimated preliminary plan to bring our products to Netherlands market Strengths - Weaknesses Our company has been successful in Vietnam and well-known by many countries through travelling, research… - Low organization level of seafood industry - Bad product treatment when catching up to the deck - Possess aquatic resources - High rate of rotten raw material - Low labor cost - - Import tax (for ACP and LDC nations) is lower or equal to Difficulties of language and communication - Low education level - Less constrained with environment - - Low price of fresh material Low acess to capital/banking system - Tropical climate - - Seasonal aquatic resources Bad sanitary conditions in processing factory - Supported by State and encourage export - Lack of storage area installed refrigeration system - The amount of available frozen ice is limited - Meet problem of storage - Lack of marketing knowledge - Competitiveness between companies - Opportunities Shortage of reserves and high demand - High price and stable dwelling - The ethnic communities with large - Challenges Tariff Barriers Technical barriers and new regulations related to trade in the Netherlands and the EU - - scale in European market - Support from Government in European nations through development programs High risk of investment and finance - Overfishing Many developing niche markets PART 4: DRAW UP PRELIMINARY STRATEGY/ PLAN TO PENETRATE MARKET Through market analysis, SWOT analysis, our company has defined the products which can be penetrated and exported successfully Our companies must considerate based on the company's objectives and yiedling from exporting whether is worth with the cost and resources that we use in comparison with development of a business or a new direction Our company has launched the following procedure: Analyse external factors Give decision Make a plan to penetrate market Plan of export marketing Analyse internal factors So our company develops preliminary strategy to bring the aquatic products to penetrate Dutch market and this process is implemented with the following steps: Step 1: Market segmentation - The medium and small supermarkets, - Households, households with adults - The companies specialize in import and export to other European countries, Step 2: Product strategy - Which products intend to export: Focus on shark catfish, basa fish, tilapia - The product must be special and fit for scooping market shares - Packaging specifications, product information, safety for consumers, better style, color, packaging, service - Create the purchasing motives for consumers - Implement strictly quality management procedure which company already applied and often check more than usual Step 3: Price strategy - Valuation and export costs - Make procedure of valuation - The most important is to determine the price of competitors Step 4: Distribution strategy - Identify distribution channels - The role and function of distribution channels - Select penetration method (penetrate directly to the market in which there’re customers of the company or indirectly through another partner to help company penetrate the market) - Export with coordination form - Select distribution channels (retail, business marketing) Step 5: Promotion strategy - Introduce information to Customers - Develop message - Select communication media: B2B Sales pattern E-commerce (including electronic catalogs, DVD, CD) Trade promotion through intermediaries Exhibition The trade missions Introduce catalogue on website Testmarket, discount - Organization of communication activities Step 6: Executed organization Step 7: Estimated cost and implemented capital Market segmentation Product strategy PENETRATION DIAGRAM Price strategy Distribution strategy Estimated cost and implemented capital Executed organization Promotion strategy PART 5: CONCLUSION The above are preliminary plans to bring “shark catfish, basa fish, tilapia” to penetrate the Dutch market The executive board believes that our company will achieve good results Although this is a preliminary plan, the executive board will continue to study more and make detailed plans in order that it will be successful to penetrate Dutch market By the way, our executive board would also desire to receive comments and advice of teachers and classmates Note regarding exercise: In this exercise, we can get the data / source of some evidences /evaluations/ but there can not be enough because it’s difficult to determine the exact origin This means that our executive board don’t have intention to infringe the copyright Some data sheets as basis for research: Table 1.2 Consumed quantity of aquatic product in households in Netherlands in 2003 - 2008 Value (million euro) Weight (Tons) 2003 2004 2005 2006 2007 2008 369 384 413 480 492 491 46,324 48,909 51,527 54,275 55,510 54,622 Fresh fish and shellfishes n.a 21,618 22,930 23,935 25,257 24,962 Frozen fish and shellfishes n.a, 16,531 18,086 19,322 20,206 19,719 Processed and preserved fish and shellfishes n.a 10,760 10,512 11,018 10,047 9,941 Table 1.3 Consumed quantity of some aquatic products in Netherlands in 2006 and 2008 Total amount of fresh fish and shellfishes The wild fish (except herring) Smoke-cured fish, mainly salmon and mackerel Fresh clam, mussel Fried fish Salted herring Fresh shrimp Other fresh seafoods 2006 23,935 5,437 4,182 3,893 3,468 2,457 1,699 2,800 2008 24,962 5,832 4,996 4,111 3,533 2,564 1,056 2,870 Table 1.4 Output of catching and aquaculture in Netherlands, 2002 - 2007 Unit: thousand tons Year 2002 2003 2004 2005 2006 2007 Total output 518 593 600 621 481 470 Catching 464 526 522 549 435 414 Sea fish 447 496 501 527 413 389 Mackerel 134 129 121 103 94 132 Herring 79 95 130 128 96 103 Whiting 38 59 78 129 97 82 Pomfret 29 29 25 23 24 23 Crustacean Molluse and cephalopods 13 16 16 18 17 18 11 3 Aquaculture* 54 67 79 71 46 57 45 56 67 60 31 44 3 4 5 Eal 4 5 African carp 0 0 1 Clam, mussel, oyster, etc… Catfish ... people Most people here are the Dutch and the main language is Dutch, however, the Dutch speak English very well Dutch people are tolerant and frankly ECONOMY Each time we think about the Netherlands,... be successful to penetrate Dutch market By the way, our executive board would also desire to receive comments and advice of teachers and classmates Note regarding exercise: In this exercise,... Shell According to authorities of EIV, in the next years, the Netherlands will be the best choice in the business and investment world Holland was also called “the vegetable garden of Europe",