Giải pháp phát triển thị trường tiêu thụ sản phẩm chè của công ty TNHH TM hùng cường hà giang e

LUẬN VĂN THẠC SĨ GIẢI PHÁP PHÁT TRIỂN THỊ TRƯỜNG TIÊU THỤ SẢN PHẨM CHÈ CỦA CÔNG TY TNHH TM HÙNG CƯỜNG - HÀ GIANG SOLUTION FOR TEA PRODUCT DEVELOPMENT OF HUNG CUONG LIMITED COMPANY IN VIETNAM MARKET TABLE OF CONTENT Contents Contents 1.2.3 Export promotion / sales promotion .25 2.1.4 Business performance activity result of Hùng Cường Co.,Ltd .42 2.2.2.3 Barriers to entry 49 ABBREVIATION DN Enterprise GTGT Value added tax HĐKD Business performance activity KN turnover NN & PTNN Agriculture and rural development TM Commerce TNDN Corporate Income TNHH limited company (Co., Ltd) UBND People ‘s committee XK Export TABLE AND CHART Chart 2.1 Operational structure of Hung Cuong Co.Ltd .40 Source: Hung Cuong Co.Ltd 40 Unit: VND 42 Table 2.3 Accounting Balance Sheet in the period 2010-2012 52 Chart 2.2 Green tea processing chart : 56 Chart 2.3 Black tea processing chart : 56 Table 2.4 The growth rate of export market through years 58 2008 58 2009 58 2010 58 2011 58 2012 58 Export turnover (1) 58 1.428.571 .58 1.554.047 .58 2.147.423 .58 6.165.873 .58 4.349.455 .58 Revenue from domestic (2) 58 479.793 58 490.751 58 476.730 58 1.446.315 .58 1.087.363 .58 Total revenue (3)=(1)+(2) 58 1.908.364 .58 2.044.798 .58 2.624.153 .58 7.612.188 .58 5.436.818 .58 (1)/(3) (%) 58 75% 58 76% 58 81% 58 81% 58 80% 58 2.4.2 Export market .58 In recent years, the company is good at promoting trade and expanding export market to many countries, shown in table 2.5 below: Table: 2.5 Turnover of the tea export market in the period 2008 to 2012 58 Unit: USD 58 1.428.571 .59 1.554.047 .59 2.147.423 .59 6.166.873 .59 4.349.455 .59 (Source : The company ‘s Accounting Department) 59 This table shows that, in recent years, Germany, Taiwan, the UK and the Netherlands is the largest export market of the company, accounting for 62 % of the total export turnover of the company in the period 2008-2012 In the last years, Germany is opening new export markets and the company's largest, most export turnover worth $1,278,182 in 2011 and continued to increase to $1,304,252 in 2012 After Germany, Taiwan is traditional market and ranks second in exports of the Company, up to $974,568 in 2012, down slightly from 2011 After Germany are Sri Lanka and England, although the export turnover between 2008 and 2010 is stable, the stages turnover decreased in 2012 greater than 2011 Netherlands, India, Hong Kong are already saturated market and lightly reduction tends, in 2012 decreased slightly compared to 2011 Particularly for the Chinese market turnover was high in 2008 and an average of 2010 and 2011, in 2012 the company did not export tea to the Chinese market although the market is close in geographically, it is unstable and unpredictable 59 (Source: the company's business department) Through our table that although the conditions of global economic crisis and domestic economic conditions were difficult, but the company maintains five traditional markets (Including Taiwan, the UK, India, China state) and open more new markets including Sri Lanka, Hong Kong and Germany Particularly, in 2012 the company has to lose the Chinese market due to reduced market demand and unpredictable 60 2.5.1.2 Average growth rate of the number of real export markets 60 Table: 2.7 Growth rate of the number of real export markets in the period 20082012 60 (Source: the company's Business Department) + In the period 2008 to 2012, the average growth rate of real export market > This reflects the size of the export market is expanding, but the company does not have much change Particularly in 2012, the average growth rate of real export market This reflects the size of the export market of the company's tea products have increased in number, each tea product increased 5.5 new markets 60 2.5.1.3 Continuos growth rate of exports .61 Table: 2.8 Continous growth rate of exportsin the period 2008-2012 61 1.428.571 .61 1.554.047 .61 2.147.423 .61 6.166.873 .61 4.349.455 .61 The above table shows the continous growth rate of exports of the company period 2008 to 2011 increased continuously , up from 1.01 in 2008 to 1.38 in 2010 and further increased to 3.2 years 2011 , or in other words, the expansion of export markets the company has been developing in depth Especially in 2011 witnessed the great success of the mining companies in traditional markets in depth with increasing speed uninterrupted exports reached its highest level of 3.2 Then in 2012 the growth rate of exports uninterrupted dropped to 0.7 Considering the ever increasing market speed continuous export products of the company are shown in the table below : Table 2.9 : Continuous growth rate of exports by markets 61 (Source: Calculated from the data of annual report of the Business department ) This table shows that the growth rate of exports continuum of companies of the market in 2009 (Taiwan, England, Netherland, India) were > , ie the size of the market has been open larger than in 2008 In 2010 the continuous growth rate of exports of the markets (including markets in 2009 and Sri Lanka) > , which means that the size of this market has been extended from to 2009 Especially with the increasing market Srilanka exports uninterrupted power , of 9.1 , much higher than other markets In 2011, the continuous growth rate of exports remains, only the Netherland market is not significantly reduced at 0.99 In 2012 , except in Germany and the Netherlands have K > and all remaining markets < China alone is k < in the period 2009 to 2011 and 2012 k = 0, this means that the size of the export market expansion of the company in the Chinese market is not efficient Thereby, it can be confirmed that market development activities of the company has achieved considerable success, in almost all the markets are k > 1, in which the highest k = 9.1 in 2010 in Sri Lanka, then k = 6.1 in Hong Kong 62 1.5.1.4 Average growth rate of the market size 62 Based on the data of the continuous growth rate of exports in the period 2008 2012 calculated on the scale of the average growth of the market is 0.68 < So, this shows that in the past years, the growth rate per capita exports of the company decreased, reflecting development activities, tea market is not efficient , not increase the number and value of exports in the current market, the demand of the current market was saturated, which requires companies to develop new export markets .62 + In each market, average growth rate of market size at new tea product markets is Germany, Sri Lanka, Hong Kong, which is k > So the conclusion that the ability to develop in-depth market is very promising The rest of the market the company has increased the speed average market size of tea products < 1, suggesting the difficulties in in-depth market development 62 OPENING The necessity of the study Market development is one of the indispensable elements in the business strategy of the enterprise In particular, in the context of Vietnam 's economy which integrates deeply into the world economy with the stiff competition in international market and domestic market, the question for Vietnamese businesses is to determine the importance of market development For tea or agricultural product, the development of product market is even more important because specific characteristics of the product, especially when the technical barriers to limit exports to the United States, Europe, etc to protect domestic production To develop market requires Vietnam to have business strategies and solutions clearly, effectively, fully research and objective evaluation of the factors affecting the market Hùng Cường limited company is one of leading in tea production in the North of Vietnam, with 80% of the Company's products exported to many countries around the world and 20% of domestic consumption We can see the market development of company in the current context is a critical need to make priority The difficulties and problems currently of Hung Cuong Co., Ltd in the tea market development in Vietnam is the company has not yet developed a national tea brandname in international market Vietnam tea production ranked fifth in the world with a total area of 130,000 and exported to 110 countries and territories And in ASEAN, production and exporting tea, Vietnam occupied the first position These are impressive achievements of the tea industry However, the world market footprint of Vietnam tea is very faint, the consumer is not aware or distinguish of what is the "made in Vietnam " tea with others, because there is up to 95 % volume of Vietnam tea exported as raw materials, only 5% exported as finished products! Although national brandname “Vietnamese Tea” (CheViet) was built a few years ago, advocacy programs across the country, and CheViet brandname has now been registered for protection in 77 countries in the world However, there are only 20 registered enterprises engaged in tea production standards of Vietnamese tea (CheViet) Businesses are themselves finding direction for their own market and they face up with many difficulties in legal procedures, trade barriers, high costs, high risks in international trade etc Besides, the misinformation about tea processing also greatly influenced the Vietnam tea brandname, as well as the fierce competition from countries such as India, China, Sri Lanka, Pakistan etc For the domestic market, the market development also have many difficulties due to fierce competition, low prices, there are many similar tea drinks products such as artichokes, bitter tea, female-seed tea etc Besides, the internal difficulties of exporting enterprises when product quality is not synchronized due to planting, purchasing, storage and processing Financial difficulty in the procurement of raw materials to keep prices and production inputs is also mentioned In terms of the world economy after the recession and slow recovery, many tea-producing countries are looking to boost product sales so each business has to build their own market development strategies Hung Cuong Co., Ltd Also has to propose their own solutions to develop tea-export market, along with maintaining traditional market is promoting the development of new markets Parallel is to boost domestic consumption, improve competitiveness The solutions to develop market are survival and necessary for Hung Cuong Co.,Ltd to exist and thrive in the future Aims of the study Generalizing basic fundamentals of market and market development of an enterprise Evaluate the status, development prospect of tea-industry of Hùng Cường Co Ltd in the recent years Propose some solutions for Hùng Cường Co.,Ltd fro tea-industry development in the future Publications related to the study - Subject: Tea export, an important development of Vietnam Tea Industry, Author: Nguyễn Thu Thủy (2009) Aims of the study: analyse the development of tea industry Limitations: Have not yet analysed the situations and solutions to develop - Subject: Solutions to motivate Vietnam tea export to Russia market, Author: Vũ Đức Tuân (2010) Aims of the study: Analyse recommendations to motivate export activities Limitations: Narrow and just in a single market analysis - Subject: Exporting Vietnam agricultural commodity in the international integration process, author: Nguyễn Thị Hải Yến (2011) Aims of the study: Analyse the exporting of agricultural comodity Limitations: Do not proposed long term solutions 10 2.5.1.3 Continuos growth rate of exports Table: 2.8 Continous growth rate of exportsin the period 2008-2012 Year Export 2008 1.428.571 2009 1.554.047 2010 2.147.423 turnover Growth rate 1,01 1,08 1,38 2011 2012 6.166.873 4.349.455 3,2 0,7 (K) (Source: the company's Business Department) The above table shows the continous growth rate of exports of the company period 2008 to 2011 increased continuously , up from 1.01 in 2008 to 1.38 in 2010 and further increased to 3.2 years 2011 , or in other words, the expansion of export markets the company has been developing in depth Especially in 2011 witnessed the great success of the mining companies in traditional markets in depth with increasing speed uninterrupted exports reached its highest level of 3.2 Then in 2012 the growth rate of exports uninterrupted dropped to 0.7 Considering the ever increasing market speed continuous export products of the company are shown in the table below : Table 2.9 : Continuous growth rate of exports by markets Unit : USD Market/Year Germany Turnover k Taiwan Turnover k Sri Lanka Turnover k UK Turnover k Netherland Turnover k Hồng Kông Turnover k India Turnover k China Turnover k 2008 0 188.827 123.356 312.256 216.327 587.805 2009 0 201.993 1,06 40.120 256.890 316.628 1,01 0 305.759 1,41 432.657 0,7 2010 0 534.629 2,6 367.453 9,1 364.257 1,41 326.876 1,03 76,268 357.689 1,16 120.251 0,27 2011 1.278.182 1.144.408 2,14 1.244.456 3,38 1.236.534 3,39 324.625 0,99 469,662 6,1 367.342 1,02 101.664 0,84 2012 1.304.252 1,02 974.568 0,85 634.879 0,5 408.219 0,32 357.757 1,1 345.213 0,7 324.567 0,88 0 61 (Source: Calculated from the data of annual report of the Business department ) This table shows that the growth rate of exports continuum of companies of the market in 2009 (Taiwan, England, Netherland, India) were > , ie the size of the market has been open larger than in 2008 In 2010 the continuous growth rate of exports of the markets (including markets in 2009 and Sri Lanka) > , which means that the size of this market has been extended from to 2009 Especially with the increasing market Srilanka exports uninterrupted power , of 9.1 , much higher than other markets In 2011, the continuous growth rate of exports remains, only the Netherland market is not significantly reduced at 0.99 In 2012 , except in Germany and the Netherlands have K > and all remaining markets < China alone is k < in the period 2009 to 2011 and 2012 k = 0, this means that the size of the export market expansion of the company in the Chinese market is not efficient Thereby, it can be confirmed that market development activities of the company has achieved considerable success, in almost all the markets are k > 1, in which the highest k = 9.1 in 2010 in Sri Lanka, then k = 6.1 in Hong Kong 1.5.1.4 Average growth rate of the market size Based on the data of the continuous growth rate of exports in the period 2008 2012 calculated on the scale of the average growth of the market is 0.68 < So, this shows that in the past years, the growth rate per capita exports of the company decreased, reflecting development activities, tea market is not efficient , not increase the number and value of exports in the current market, the demand of the current market was saturated, which requires companies to develop new export markets + In each market, average growth rate of market size at new tea product markets is Germany, Sri Lanka, Hong Kong, which is k > So the conclusion that the ability to develop in-depth market is very promising The rest of the market the 62 company has increased the speed average market size of tea products < 1, suggesting the difficulties in in-depth market development 2.5.2 Solutions for market development 2.5.1.1 Product Hung Cuong Company ‘s tea is produced from raw materials of snow Shan from the mountain of Ha Giang have high quality and distinctive flavor characteristics that few places have the advantage not all businesses have Maintaining natural areas , regularly organizes scientific and technical transfer from harvest to care for people , to make sure the tea is finished processing the day , not use chemical pesticides reform plans created to replace old tea area for low productivity There are plans and planting - tea area in the region 's climate and soil suitable , given the high-yielding varieties , pest and disease resistance good for planting Constantly changing product design , create differentiation , diversification of products , and to provide adequate maintenance to ensure quality products for traditional markets and new markets Continued market research identified needs of the market so that alternatives old line system with new lines to improve product quality Winning investment cost of equipment to test for chemical residues shipped product quality assurance , apply strict rules of quality management Focus on maintaining product quality as well as competitive advantage of tea products Since this is a product -related consumer health so customers are very interested in product quality 2.5.1.2 Pricing Pricing decision is partly competitiveness of enterprises However, the product must be commensurate with the quality of the product Product diversification is moderate to high concentration production of high quality products at reasonable prices in traditional markets 63 Reviewing cut unnecessary costs, improve productivity, and research continues to maintain exchange mechanism in the production of products to increase productivity, reduce production costs and increase income for labor There are policies for promotion, discount, support for traditional customers and pricing policies for new customers, apply strategic sales development will bring high profits for enterprises 2.5.1.3 Distribution channel Maintain product distribution channels , continue to sign contracts with foreign customers and directly export their goods to other countries besides perform well enough product delivery time , delivery schedules to ensure on-time delivery contract signed Diversifying distribution channels , building relationships with foreign companies , the country bars and Vietnamese communities overseas to developing and promoting agents , product introduction and sales Previously Hung Cuong Company to sell through distribution channels and intermediaries for their exports After a period of cumulative experience, finance and understand markets, Hung Cuong Company directly export their products to other countries To keep the market and increase consumption, the company now has direct sales organizations through distribution channels 2.5.1.4 Marketing strategy For customers know about the product in addition to advertising and marketing direct sales company focused on solutions for Product Marketing, have own Website, own Logo to promote tea brand products to its enterprise customers Actively participate in activities such as promoting trade fairs and seminars .of the Tea Association, the Ministry of Trade and Industry, Vietnam Chamber of Commerce and Industry (VCCI) The company sent delegations to study and work in the country to export expansion and diversification of forms of marketing such as leaflets issued, established marketing department to advertise products and call us, 64 through the product Marketting far the company has many customers of the country demanding that purchase and register 2.6 Evaluate the situation of market share development in Hùng Cương Company 2.6.1 Achievements and reasons Since the establishment of new company new tea exports to the Chinese market to own this company has trade relations and exports tea to over 20 countries The company has established business relationships in many countries and regions: Germany, the Netherland, India , Taiwan built quality management system IS0 9001 in 2008, and safety systems HACCP The export turnover of the company has accounted for 80 % of total sales revenue in 2011 , a total of Hung Cuong tea production has reached 2,500 tons reaching over million profit is relatively stable , but profits have decreased in 2012 than in 2010 and 2011 but still profitable Along with business efficiency , the company's products increasingly diversified , good design and quality according to international standards With that achievement Hung Cuong Trading Co., Ltd has been honored by the Ministry of Industry and Trade recognized as " import-export business reputation , and a lot of merit , the Dean of the Chamber of Commerce and Industry of Vietnam , ministries and local work safety , social responsibility of business In order to establish the basis of successful self Trading Co., Ltd 2011 Hung intensity has continued to successfully build the raw materials in the organic tea tea Cao Bo Tea Area High potash production was organized leagues IFOM international organic certification Organic Tea - Organic Organic Certified Organic tea makes the prestige of Hung Trading Co building increasingly advanced , Organic tea products Cao Bo - Ha Giang achieve high-quality products to meet the market requirements some difficult calculated as Germany , England , Sri Lanka , Hong Kong , and a number of eastern European countries and is the key to open the company's products into the global market Hung Cuong Co., Ltd is a reputable tea exporter and has gradually built Vietnam's tea brand in the world market From the beginning, the BOM has 65 focused on investing in the Shan Snow ancient material in Ha Giang province, for a high-quality tea product Founded nearly 15 years from 1998 Hung Cuong has built five teaprocessing factory in Ha Giang, average plant capacity to 20 tons of tea every day , every year the company exported nearly 2,000 tons of tea , company leaders attempt to find buyers for their products Initially , Hung Cuong acceptable sales through the intermediary trading companies in the country And since 2004 , the company was able to work directly with the importer Thereby production turnover has been increasing, employment for 500 workers with stable income from VND 2,500,000 to VND 3,000,000 / month tea tree is not only poverty for the people and plant is relatively stable income and wealth 2.6.2 Limitations and reasons + The limitations Besides the results achieved by Hung Cuong Trading Co., Ltd has achieved in recent years it still exists some problems without Hung Cuong Company only that the general agricultural exports and export tea in particular is facing are: Have not built the national brands for Vietnam tea products in the international market The reason is the lack of coordination between the members of the Vietnam Tea Association as well as limitations on awareness and policies on brand development - The ability to expand market is still slow , but to lose the Chinese market , the ability to resolve difficult market they were very competitive markets like , China India , Revenue from exports some traditional markets are small and tend to saturation , especially the Chinese market in 2012 lost Export volume is high but the value is not because have not built up trademark and the lack of companies’ combination leeds to the pricing pressure from importers + Causes: The study from the abroad market is weak , trade promotion activities are weak , incomplete and not in the company capture timely information on the 66 barriers from growing domestic market imports such as Germany, Britain , the Netherlands , especially the issue of anti -dumping , technical barriers , quality standards Not well organized system of procurement of raw materials tea , not proactive resource depends heavily on raw material suppliers cap.Vung due to lack of sustainability depends on natural factors , yield less output high Product yield per unit area is low at only 40 to 50 % yield compared to businesses in areas such as Thai Nguyen , Lam Dong Enterprises often not technical training planting , tending and harvesting , harvesting is wrong technical processes thus greatly affect the productivity and quality of products - Weak corporate governance , key staff have not been trained company knowledge and business management skills No enterprise solutions and more specific plans for the development of the market in general , especially the export market expertise and research capacity analysis , market research forecast of staff in the company is weak , the information has not been updated in time sometimes inaccurate , affecting not to the development of small markets - The infrastructure is poor, transportation from the production of raw materials to the factory and shipped to consumer is far, greater costs affect business performance of enterprises The company is not focused on investing automatic irrigation system for tea , no collection of modern technology , the cost is even greater harvest affect input prices of products CHAPTER SOLUTION AND ORIENTATION TO DEVELOP TEA MARKET IN HUNG CUONG COMPANY 3.1 Orientations to develop tea market in Hùng Cường Company Currently, Vietnam tea industry has exported tea products to more than 100 countries and regions around the world The most powerful of tea industry is holding 100% domestic rate, while many industries and items have low domestic rates, the source material is heavily depended on the world accustomed to the tea demand in the world is increasing, therefore, the potential future development of 67 the tea industry is very large World prices in the near future will increase as the largest tea producers in the world (India, Kenya , Indonesia, Malawi, Rwanda and Sri Lanka), the countries produce more than 50% of total tea production, agreed to cooperate in order to increase profits The tea exporting countries have attempted to establish a forum in 80 years, so this is a " milestone in the world ‘s tea industry " The countries participating in the forum will focus on sharing experiences and promoting tea deamnd to push prices up, including measures to restrict the supply which can be used more in the future To grasp the opportunity to succeed and dominate the export market share, the market development orientations of Hung Cuong Co., Ltd will focuse on the following issues: - Doing researches properly to capture the market generally but especially focus on the tea market for timely production shift, substitue products for market domination - Continuously improve product quality, modernized processing equipment, product diversification, improved packaging, creating new models suitable with consumer, trends of scientific development engineering and advanced technology to suit modern lifestyles These products have all factors such as quality, design , price , to export and compete The Company 's products not only have the beauty of the culture but also high quality, reasonable price and convenient distribution service - Maintain and develop materials to ensure quality and clean materials for production and processing - Strive to achieve production of 5,000 tonnes in 2015 and export turnover increased 15-20 % - Continue each to expand year into new markets - Boost domestic consumption 3.2 Some solutions to develop the tea market of the Company 68 3.2.1 Enhance market researching - Focus on market research, especially export markets This is important for the company to propose solutions and orientations to penetrate market The market is subject to market for products Capturing the market, doing market research and forecast accurately have a great significance in determining business strategy of an enterprise - Need establish a market forecast organization and businesses expansion, appropriate information to increase the marketing strategy of the economic organization Since then, the company adjust production to suit the market needs - Participate in local as well as international fairs and exhibitions to bring the product closer to the consumers Well-organize the product introduction, market access to tea production especially for export, so we have to understand the market information, analyse the information about the world market price, avoid market distortions , market manipulation disorder Necessary to invest in research and market development Strengthening marketing and market development, and long-term and stable marketing strategy - Develop a system of targeted customers Strengthening the management of customer information - Improve product packaging: Tea drinks are consumed daily so people will eager to buy and use products with beautiful packaging and elegant The package includes: tin bags, aluminum bags, paper boxes, iron boxes, etc For tea exports used PP and PE In addition to the function of storage product, beautiful and suitable size packaging will attract consumers To make up the difference and ensure reputation of the Company, it is necessary to regist protection for the tea label they produced - Make difference through products and services: The main difference is the material from the Shan snow ancient tea trees in Ha Giang, this is the strength of the product quality that other companies not have - Develop and promote trademark to enhance value for tea products 3.2.2 Distribution channel 69 - Organize the purchasing system, consumption, post-harvest processing to increase the value -added tea export products The company needs to organize, consolidate and better manage the branch system, branch, purchasing agent, purchase products directly from farmers In fact, any business who has well organized network of distribution will be able to purchase a large volume of products This method mainly limits risk, ensures product quality and business performance Purchasing through the agent, the collection dealer, private companies are the focal whose has greater volume of commodity Distribution system in Vietnam is very diverse and complex, the authorities need to better manage the current activities of the State procurement system of tea industry and ensure proper, convenience, transparency and equitablity - Organize the distribution system through direct and indirect channels With the direct channel sales organization and product introduction in the branch, product showrooms With the indirect channel, sales through supermarkets, retail stores, tea shops - Develop Website for online sales to reduce costs and advertise fast - Enhance looking for importers to bring tea products to customers in many countries around the world 3.2.3 Product - Promote the traditional product distribution such as: The finished black tea product included Black tea OP, Black tea FBOP, Black tea OPA, Black tea P, Black tea PS, Black tea BPS, Black tea F, Black tea D, Black tea FD, The finished green tea product included Chè xanh OP, Chè xanh BTP, Green tea OPA, bran green tea The finished Pho Nhi tea product included Pho Nhi tea OP, shapped Pho Nhi tea, Pho Nhi tea OPA 70 And many other type of tea producst such as yellow tea, bitter tea, or flavoured tea… - Research and develop new tea products with high economic value and meet the global ‘s demand - Maintain the strength of material source, the naturalancient tea plants to ensure product quality and keep credibility with customers Tea harvesting is an important step to ensure the quality of products, good material will bring high quality products Therefore, it is necessary to strengthen the protection, ensure tea harvest time, over 95 %, have not been overused of improper technique pesticides which leads to dangerous consequences for consumer and badly affect the food standards It is to implement the tea processing technology and still satisfy quality, export in accordance with the new standards and ensure good flavor - Ensure compliance with quality management system ISO 9001 : 2008 and food safety system HACCP standards - Enhance customer care and customer appreciation activities to maintain customer market share 3.2.4 Human resource and organizational structure - Organize the structure closely, consistent with the production requirements of the company - Establish the market research and customer caredepartment for undertaking the market research, market development tasks - Regularly organize training courses to improve knowledge, foreign language skills, especially English for the import and export and international business officials - Establish an appropriate remuneration to the employees so they will feel more comfortable and - Build contribute to up the development of the business corporate culture - Properly check the quality and safety of products before release 3.3 Some recommendations to develop the tea market of the Company 71 3.3.1 Recommendation with the State From the analysis of the current status for market development of Hung Cuong Co., Ltd, we can see the role of the State is not commensurate with the requirements Some following proposal to the State: - The state should consider tea as a key crop, has potential exploitation and should clearly identify this is a key product in the agricultural development strategy industrial plants - agricultural forestry exports to have suitable investment policies - On tax policy ; + VAT: The State should put the agricultural forestry - tea production and processing products sector into the 5%VAT rate because when purchasing these kinds of goods, people usually not have to buy the input material bill so the company is not tax-deductible, affect the financial resource of the company - Strengthening the management of tea product quality, not let too many departments check the export quality as it used to, which don’t have experience and profession in tea - Build up and strengthen information systems in the tea sector repeatedly to capture, analyse information quickly, accurately and uniformly in the importexport business, taking advantage of a favorable opportunity in business - Need to train managers and workers in the tea company especially the team working on export import department, so that they will have eligibility and enough capability in tea marketing and trading State may enhance investment in processing technology, research new varieties for high yield and quality, agricultural investment and development, investment in the provision and forecast information on the world ‘s tea market, the policies and regulations of the tea - importing countries 3.3.2 Recommendations with Vietnam Tea Association Vietnam Tea Association with its function as a leader and a professional association of tea manufactoring companies in Vietnam, has recently made efforts to promote the efficiency of the Association However, to improve the efficiency of the Association and helps more for tea manufactoring companies, it is necessary 72 to propose to the Tea Association the followings: - Organize more programs to promote and introduce tea products in the country and territories - Support businesses in the registration of Vietnam tea products’ origin in the market which Vietnam exported to Support businesses in commercial disputes in the international business - Advice policy to the State to promote and support the tea company in capital, technology, raw materials and consumer products - Support the businesses in terms of market expansion, promotion, advice on export and import laws, standards and technical regulations of the tea export market - Consult and propose the Government for negotiations and agreements with foreign countries to open market for Vietnam tea products 73 CONCLUSION Any organization who wants to have success and sustainable development, needs to build its product market fit and stability In organization which have taken the solutions developed for each different stage A solution in the right direction, are optimal platform for future success However, to achieve this need to have knowledge of strategic management fully with the valuable experience accumulated through practice Each period will create different business opportunities and challenges Thus solutions market development of the Company 's business objectives are pursued and there are always adapted and optimized to take advantage and the best performance for your business Develop market solutions for a business is a challenge that requires high intelligence and capability of planning and development orientation With the knowledge gained from the MBA course along with the accumulated experience of themselves to pay their own I have chosen the thesis titled Solution for tea product development of Hung Cuong limited Company in Vietnam market With the limits of theoretical and practical knowledge, the thesis still exists some inevitable shortcomings, I would like to receive the comments of the teachers and other students in the class Last but not least, I gratefully acknowledge all the teachers especially Ass.Pro Dr NGÔ THỊ TUYẾT MAI for her continued support, guidance and supervision in thesis writing and furthermore, using her precious times to read this thesis and give her critical comments on it I also would like to express my warmest thanks to The Board of Management of Hùng Cường Company for their persistent backing and encouragements in my completion of this thesis 74 REFERENCES Garry D Smith, Danny R Arnold, Boby R Bizzell, Strategy and business strategy, Statistical Publishing House, 2003, Hanoi Fred R David, Fundamentals of Strategic Management, Statistical Publishing House, 2011, Hanoi Michael E Porter, Competitive Strategy, Youth Publishing House, 2009, Ho Chi Minh City Michael E Porter, Competitive advantage, Youth Publishing House, 2008, Ho Chi Minh City Ass Pro.Dr Ngô Kim Thanh, Strategic management textbook, National Economics University Publishing House, 2011, Hanoi Philip Kotler, Marketing Management, Statistical Publishing House, 2000, Hà Nội Documents and reports in Hùng Cường Company 75 ... overcome these weaknesses, put customers at the center position for the market development activities of the enterprise Market research includes general research and detailed market research: -. .. These elements regulated the way a business use their potential and thereby influenced the market Economic environment decided the scale, structure of the enterprise ‘s market The enterprise... be better exploited a Recognition: The market is a meeting place between buyers and sellers in the commodity exchange process The sellers (businesses) offer their goods in the market with the