Transferability of agri business model from japan to vietnam a comparative management approach to the cases of japanese moku moku farm and vineco tam dao farm

VIETNAM NATIONAL UNIVERSITY, HA NOI VIETNAM JAPAN UNIVERSITY NGUYEN THI PHUONG TRANSFERABILITY OF AGRI-BUSINESS MODEL FROM JAPAN TO VIETNAM: A COMPARATIVE MANAGEMENT APPROACH TO THE CASES OF JAPANESE MOKU MOKU FARM AND VINECO TAM DAO FARM MASTER’S THESIS BUSINESS ADMINISTRATION Ha Noi, 2018 VIETNAM NATIONAL UNIVERSITY, HA NOI VIETNAM JAPAN UNIVERSITY NGUYEN THI PHUONG TRANSFERABILITY OF AGRI-BUSINESS MODEL FROM JAPAN TO VIETNAM: A COMPARATIVE MANAGEMENT APPROACH TO THE CASES OF JAPANESE MOKU MOKU FARM AND VINECO TAM DAO FARM MAJOR: BUSINESS ADMINISTRATION CODE: 60340102 RESEARCH SUPERVISORS DR MAI DUC ANH ASSOC PROF DR KODO YOKOZAWA Ha Noi, 2018 ACKNOWLEDGEMENT First of all, I would like to express my attitude towards the Vietnam Japan University and lecturers of Master program of Business Administration, who are always enthusiastic and supportive during our course in order to give me and my classmates the most favorable environment for studying so that we could be qualified in term of knowledge and skills to carry out this thesis Especially, I would like to send my deepest thanks to my two beloved supervisors: Doctor Mai Anh and Associate Professor Kodo Yokozawa They are the two most important factors influencing my thesis I could not forget how patience Ass Prof Kodo Yokozawa have given to me since the first day of forming the thesis idea with an empty head of how to a proper thesis He is also the one who spent much time to listen to my ideas and instructed me in each step of my research My precious words come to Doctor Mai Anh He is the one who pulls me back when I felt like losing the way of doing my thesis He is the one who is always available to me any time I need help To be honest, I cannot find any more precious words to express my sincere appreciation to my two supervisors Thanks to the enthusiasm and dedication of my supervisors, my thesis has come to reality I would like to send my love to all classmates in class first-intake MBA class of VJU who are my good friends and always ready to help me and contribute their ideas for my thesis Finally, I would like to thank all people who wholeheartedly assisted me in passed time Student Nguyen Thi Phuong NON- PLAGIARY COMMITMENT I confirm that all contents of this thesis are individually carried out by me; the data is collected and researched through many different sources such as: direct interview with experienced specialists, managers and customers; secondary data on the books, newspapers, Internet, website, statistic agencies, financial statements and internal documents of Moku Moku Group and Vineco and Vingroup JSC All strategies and solutions are drawn by me during my theoretical and practical research of the operation reality of the Company Hanoi, June 2018 Nguyen Thi Phuong TABLE OF CONTENT INTRODUCTION 1 Research rationale Research objectives and questions .4 Research subject and scopes Research approach .5 Structure of the thesis CHAPTER 1: LITERATURE REVIEW 1.1 Concepts of agricultural tourism (hereby called as agri-tourism) 1.2 Factors influencing the agri-tourism business 1.3 Theoretical background of management approach 10 1.4 Comparative management model toward the transferability of a business model from a context to the other 12 1.5 The development of research framework .16 1.5.1 Adapted from Harod Koonzt comparative management model 16 1.5.2 Adjusting influencing factors in the framework 16 1.5.3 Research Framework 17 1.5.4 Measurements of influencing factors .18 1.6 Chapter conclusion 20 CHAPTER 2: RESEARCH METHODOLOGY 21 2.1 Methods of the research 21 2.1.1 Case study method 21 2.1.2 Observation method 21 2.1.3 Archival research 21 2.1.4 Open in-depth interview 22 2.2 Data collection 22 2.3 Data Analysis 25 2.4 Questionnaire development 26 2.4.1 Questionnaire for experts and Vineco managers of sales and marketing 26 2.4.2 Questionnaire for potential customer .28 2.5 Chapter‟s conclusion 28 CHAPTER 3: ANALYSIS OF AGRI-BUSINESS MODEL OF MOKU MOKU FARM 29 3.1 Introduction of Moku Moku Farm 29 3.1.1 Agricultural and food production .30 3.1.2 Agri-tourism business .31 3.1.3 The business chart of Moku Moku farm 33 3.2 Factors influencing the development of the Moku Moku farm business model 34 3.2.1 Macro environment factors 34 3.2.2 Micro environment factors .42 3.2.3 Internal environment factors of Moku Moku Farm 49 3.3 Chapter conclusion 55 CHAPTER 4: ANALYSIS OF FACTORS INFLUENCING THE BUSINESS OF VINECO TAM DAO FARM 56 4.1 Introduction of Vineco Tam Dao Farm 56 4.1.1 Introduction of Vingroup 56 4.1.2 Introduction of Vineco .59 4.1.3 Introduction of Vineco Tam Dao Farm 60 4.2 Factors influencing the development of Vineco Tam Dao Farm 60 4.2.1 Macro environment factors 60 4.2.2 Micro environment factors .69 4.2.3 Internal business environment factors of Moku Moku Farm 74 4.3 Chapter conclusion 79 CHAPTER 5: RESULTS OF COMPARATIVE ANALYSIS OF FACTORS BETWEEN MOKU MOKU FARM AND VINECO TAM DAO FARM 81 5.1 Percentage of ratio of the factors and scoring principles 81 5.1.1 Percentage of ratio 81 5.1.2 Scoring principles .81 5.2 Table of comparative analysis results .83 5.3 Chapter conclusion 95 CHAPTER 6: DISCUSSION AND CONCLUSION 97 6.1 Discussion on the transferability of agri-business model from Moku Moku farm to Vineco Tam Dao Farm 97 6.1.1 Similarities between two farms 97 6.1.2 Differences between two farms 98 6.1.3 Discussion on transferability of agri-business model from Moku Moku Farm to Vineco Tam Dao Farm 99 6.1.4 Managerial lessons for Vineco Tam Dao Farm .100 6.2 Contribution 100 6.2.1 Theoretical contribution 100 6.2.2 Practical contribution .101 6.3 Limitation and future study 103 6.3.1 Limitation .103 6.3.2 Further study 104 6.4 Conclusion 104 REFERENCES APPENDIX LIST OF TABLES Table 1.1: measurement indicators of influencing factors 19 Table 2.1: List of experts 24 Table 2.2: List of potential customers of Vineco 25 Table 2.3: Lists of open-ended in-depth interview questions for experts 26 Table 4.1: The population figures of Vietnam in 2016 64 Table 4.2: Number workers in the agriculture industry in Vietnam, 2013 – 2016 69 Table 5.1: Comparative analysis results of the influencing factors between Moku Moku farm and Vineco Tam Dao Farm 83 LIST OF FIGURES Figure 1.1: Richard N Farmer & Barry M Richman, 1964 A Model for Research in Comparative Management 14 Figure 1.2: Harold Koonzt, 1969 Comparative management model 15 Figure 1.3: A R Negandhi and S B Prasad, 1971 Comparative Management model 15 Figure 1.4: Research Framework 18 Figure 3.1: Map of Moku Moku Farm 32 Figure 3.2: The organizational chart of Moku Moku farm [] 34 Figure 3.3: The Political stability of Japan from 2010-2016 35 Figure 3.4: GDP per capital, PPP of Japan from 2010-2016 [] 36 Figure 3.5: Inflation rate of Japan from 2010-2016 37 Figure 3.6: Japan Rule of Law index, from 2010-2016 39 Figure 4.1: Political stability of Vietnam in 2010-2016 (Source: World Bank, 2018) 61 Figure 4.2: Vietnam – Economic (GDP growth, percentage) 62 Figure 4.3: Vietnam – GDP in current U.S dollars 62 Figure 4.4: Inflation forecast of Vietnam, from 2010-2016 63 Figure 4.5: Vietnam Internet Subscribers from 2010-2016 65 Figure 4.6: Vietnam – Rule of law from 2010-2016 66 ABSTRACT This study uses the qualitative methodology in collecting and analyzing data with secondary data from the document and previous papers, primary data from the field trip as well as the in-depth interview with experts and potential customers to measure the market potential In this paper, a review of the previous studies in the field of Agri-tourism will be made to figure out the factors influencing the agritourism business Based on these factors, a comparative management model will be used to create a suitable research framework to compare the conditional factors affecting the establishment and development of the agri-tourism business between Moku Moku farm in Japan and Vineco Tam Dao farm in Vietnam After comparing, the similarity between the conditional factors of both farm will be stated With a high level of similarity of about 90.3%, it could be assumed that the successful percentage of the transferability of this business model from Moku Moku farm to Vineco farm is feasible and transferable For the favorable factors, Vineco has advantages such good environmental factors for agricultural development, the competitive factors in the industry is low when the demand of consumers is very high for a similar business model At the same time, with Vineco's strength in finance, human resources, excellence experience of marketing and sales, as well as the distribution capacity and break-thought technological applied in agricultural production will be very powerful tools for Vineco to successfully build this business model In addition, the government has issued many preferential policies for investment in agriculture, providing loans and incentives to business organizations as well as tax exemption and reduction to attract more investment to agriculture This is indeed the golden time for Vineo to invest strongly in agriculture with promises of benefits and revenue, not only for Vineco but also for Vingroup, for the Vietnamese agriculture industry and tourism sector of Vietnam, and of course, it is more beneficial for Vietnamese consumers in the long term However, the above analysis also points out some of the limitations Vineco may encounter when building this business model Firstly, although the political environment is stable, low legal indicators lead to concerns about the effectiveness and stability of the laws and incentives in agriculture that the government has introduced Secondly, Vietnam's infrastructure system is in bad condition to compare with other neighboring countries like Thailand, China or Japan Especially the lack of effective public transport system is also a limiting point for the development of the tourism industry in general and of Vineco in particular to join this industry Third, the most severe limitation is the lack of facilities for tourism on the farm At present, at Vineco Tam Dao Farm, except for having a large and flat land size, the farm does not have any facilities for tourism purposes, for example: the facilities for dining and relaxation, accommodation and on-farm-experience Building infrastructure for this mentioned business model will require a lot of capital and effort source of the company 102 Therefore, as a business seeking for profit, in order to develop this business, Vineco will have to make detailed business strategy and plans with accurate calculations on financial capability, to ensure a profitable return on investment, as well as establishing effective advertising and sales campaigns to attract customers and positioning its brand on the market A serious market research and detailed business plan should be the priority of Vineco before they develop this business model To sum up, there are some notes that Vineco should notice if they consider doing this kind of business model are: building an infrastructure for tourism purposes on farm, which is surely not affecting the agricultural production to ensure the productivity and product quality; Investing in traffic systems so that customers can access the farm more conveniently; Assuring the variety of services and activities within the farm; Creating special products that build the uniqueness of the model, ensure the continuous creativity and innovation in organizing the on-hand experience and service activities on the farm; Maintain a green environment, clean and fresh air, suitable for relaxation; focusing on improving the attractiveness of onfarm-experience services; Make use of the farm to introduce and sell products produced by the farm to customers 6.3 Limitation and future study 6.3.1 Limitation The study is done with the limitation of time, resources, and capacity, hence, there are some weak points needed to be addressed The first limitation is that it does not apply all measurement indicators of the factors influencing the business operations of the business due to the lack of research data The second limitation is due to the narrow research scope, focusing only on the business conditions of Moku Moku farm in Japan and Vineco Tam Dao farm in Vietnam, thus it is not a representative in term of national-wide The second limitation lies on the method of setting ratio for the measurement indicators and factors This scoring and ratio setting method is considered subjectively in some extent and it should be solved and replaced in next study 103 The next limitation, due to the short time of doing the dissertation, the author has not made the survey about Vineco's current customer‟s demands as well as further research on the market, the relationship between cost investment and profitability when investing in this project, as well as there is no detailed plans to to build up the success of the business if it is applied practically These limitation should be solved in next future research with more resources 6.3.2 Further study This research is a kind of exploratory research to find out the factors influencing the forming and development of an agricultural business model combined between agriproduction and agri-tourism, review the transferability of this model from Moku Moku Farm to Vineco Tam Dao farm based on the relevance of the factors between two sides To be able to build up this business model, there should have another study researching more on the building of business strategy for Vineco After the business model has been launched successfully, a study on the success level of the post-transfer business model can be made 6.4 Conclusion Vietnam is an agricultural country with about 70% of its population living in the countryside and about 40% of its population working in agriculture industry, along with its cultural and historical traditions associated with the production of agriculture The agriculture-related tourism is increasingly developed and accounts for a relatively large share of the total tourism industry Tourism is now required to develop new products, especially those emerging from agriculture, contributing to preserving traditional culture and protecting the environment At the same time, Vietnam's agriculture sector is in need of new steps to raise up the real value of agricultural production in order to increase the attractiveness of investment into this industry and help the agriculture sector reaffirm its value on the national economic map Therefore, the combination of agricultural production and tourism is one of the priorities of the government recent years However, the creation of agricultural products which are suitable for tourism purposes is still in its early stages of development The tourism business companies 104 are small, spontaneous, and not corresponding with the potential and advantages of the country Some tourism farms are formed but they either not maintain efficient agricultural production, or focus solely on the development of small groups of agricultural products In general, there is no business model combining both agricultural production and tourism development on a grand scale in Vietnam at this moment Therefore, building a large-scale business model combining agricultural production and tourism activities to complement each other is a right direction and should be strongly encouraged in Vietnam This paper, though having some limitation, basically achieves research objectives by exploring the factors that influence the agri-business model of the Moku Moku Farm in Japan, and compare these factors in the conditions of Vietnam‟s market through the business operation of Vineco Tam Dao farm By the comparative analysis of factors influencing business activities of the two farms through the measurement indicators of each factor, the study has identified the factors that have positive affection and can become strong points of the business, which, then, should be promoted if the company decides to run this business There are some weak points that need to be addressed to overcome and improve also stated out in the comparative table Since then, the study has also provided some suggestions for Vineco and other enterprises of similar interest in this model to notice when they intends to build a similar model of Moku Moku farm in the Vietnamese market This research also opens the direction for further research on building business strategy for Vineco to turn this business model into practice as well as evaluates the effectiveness of business models after several years of operation 105 REFERENCES Tiếng Việt: [1] Nguyên Thị Diệp (2015) Phát triển du lịch nông thôn Ba Vì, Hà Nội Đại học Khoa học xã hội Nhân văn – Đại học Quốc Gia Hà Nội, ngành Du lịch [2] Phan Thanh Huyền (2012) Phát triển du lịch nơng thơn tỉnh Ninh Bình Đại học Khoa học xã hội Nhân văn – Đại học Quốc Gia Hà Nội, ngành Du lịch Tiếng Anh [3] Aldehayyat, J S., & Anchor, 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Production practices in Japanese manufacturing plants New Technology, Work and Employment, 129-142 [25] Voss, C., Tsikriktsis, N., & Frohlich, M (2002) Case research in operations management International Journal of Operations & Production Management [26] Wilson, J., Thilmay, D., & Watson, P (2006) The role of agri-tourism in Western states: place specific and policy factors influencing recreational income for producers Review of Regional Studies [27] Yokozawa, K (2012) International Transfer of Kaizen: Japanese Manufacturers in the Netherlands Website: [28] Japan-guide (2018) Retrieved from Japan-guide: https://www.japanguide.com/e/e2463.html [29] Mie Prefecture (2018, 03 02) Retrieved from mieguidebook.org: http://www.mieguidebook.org/wiki/Moku_Moku_Farms [30] Moku Moku Farm (2018, 01 03) Retrieved from Moku-Moku.com: http://www.moku-moku.com/farm/index-en.html [31] Thuvienphapluat (2018, 04 14) Retrieved from thuvienphapluat.vn: https://thuvienphapluat.vn/van-ban/Doanh-nghiep/Nghi-dinh-57-2018-ND-CPchinh-sach-khuyen-khich-doanh-nghiep-dau-tu-vao-nong-nghiep-nong-thon351740.aspx [32] Vingroup (2017, 12 20) Retrieved from Vingroup.net: http://vingroup.net/enus/home.aspx Buerk, R (2011, 11 28) Retrieved from BBC News: https://www.bbc.com/news/business-15850243 Chuong, N (2018, 03 30) Retrieved from Nongnghiep.vn: http://mnongnghiep.vn/Du-lich-nong-nghiep-Mo-vang-cho-khai-pha/16142 APPENDIX Appendix 1: Interview protocol for experts Dear Professors/Experts, My name is Nguyen Thi Phuong, VJU MBA Student Currently I am conducting a research on the transferability of a Japanese agribusiness model (which combines of both agricultural production and agricultural tourism) from Japan context to Vietnam context First of all, I would like to present you a little about the Japanese business model I am mentioning The mode name is Moku Moku farm and containing sub-businesses: First, producing and processing area-typical high quality products, including meats (Ham, Sausages, Chesses…) and vegetable, selling by both online and offline channels Online channel is a club of over 50 thousand frequent member by the mail ordering system and website Offline channel is the chain of restaurants, café shop and store inside and outside the farm Second, developing the tourism service inside the farm of over 14 hectares Including: onsen and comfortable accommodation; different traditional and local festivals, competitions and entertaining activities throughout the years; on-handexperiences on agricultural practices and food-making This is the typical and unique business of the farm About location, this farm located in the Iga city, Mie Prefecture (province), nearby Kyoto, Kobe, Osaka, Shiga, Nagoya and some other cities around This area is the second biggest and most crowded area in Japan Hence, the market is huge The essence of this business is that it is applying traditional cultivating methods to produce organic products; getting people closer to the nature It‟s kind of ecofriendly business The second is the quality of agricultural products and food here is at the high level of freshness and taste The third is that the farm develops its own unique distribution channels of stores and restaurants inside and outside of farm, especially a fan club of over 50 thousand customers to consume its products The farm also works with local farmers and farm to produce products (input suppliers) and promote the local business More interestingly, the farm provides very interesting hands-on-experiences classes inside the farm for visitors, especially children, from planting to harvesting, processing agricultural products to making foods/sweets…etc The visitors will feel a very relaxing and useful atmosphere when they are in the farm Customers are not only experiencing but learning about the food and being close to nature This business model is suitable and attractive to: the nuclear family (parents with 12 children); from kindergarten pupils to high school students; the young/college student; and the old who has retired -Questions for experts This is an open-ended and free-discussed interview, please feel free to express your ideas and opinion, and please stop me whenever you want to discuss or to clarify the information Thank you! After getting to know about the model, how you think about this kind of business model, personally? Which kinds of customers you think will be the targeted consumers of this business in Japan? Have you ever heard about find this business model in Vietnam market? Whether it is potential to develop this kind of agri-tourism model in Vietnam? How you think about the potential of this business model in Vietnam market, in term of market demands? Which factors you think will affect this kinds of business when it is transferred to Vietnam? Do you think that Tam Dao farm is a good location for farming and doing farming-tourism and why? With these information, you think Vineco have the capacity to build up this kind of model In Vineco Tam Dao Farm? Please clarify according to your knowledge (For example: land size, financial source, human resource, management capacity, sales and marketing capacity, market demand, distribution…etc ) Which kinds of customers you think will be the targeted consumers of this business in Vietnam in general and for Vineco Tam Dao Farm in particular? Personal ideas: If there is this kind of business in Vietnam, about 50-60km from your home, (for example in Vineco Tam Dao farm), you want to visit? 10 By which transport means will you travel from your home to the farm? 11 Do you have any idea on the transportation system to the farm that can help you feel more comfortable and ready to go? 12 At which occasion or when you want to pay a visit to the farm? 13 And how often you will visit? And with whom? 14 How much are you able to pay to have this service? In detail: how much should the entrance fee is and the fee for the whole tour is? For the whole family and for an adult and for children 15 How should Vineco notice in designing the business to catch up with market demand and attract more customers? 16 In your opinion, what are the key factors affecting this business when it is transferred to Vietnam? 17 The Moku Moku farm in Japan follows the traditional agricultural cultivating methods, which is close to mother nature, while Vineco is following very high technology cultivating methods which leads to high production and safe products Do you think that is there any difficulties for Vineco to this business If yes, what it is and how to fix that matter? 18 After all information and discussion, you have any comments or advices on building this kind of agri-tourism business model, not only for Vineco (as a counter-part of this research), but also for other investors who are interested in investing in this business model in Vietnam? The interview will be finished here Thank you for taking time to answer the inteview questions enthusiastically! Wish you a good time a head! Student, Nguyen Thi Phuong Appendix 2: The measurement indicator table for experts to assessing and scoring based on the suitability of factors in the condition of Vietnam and of Vineco Tam Dao Farm Table 1: measurement indicators of influencing factors No Main factors Measurement indicators Political index of stability Political factor Governmental support Nation economic growth rate & GDP index Inflation Economic factor Number of oversea tourist Spending of domestic tourist Socio-cultural factor Technological factor Legal factor Population Cultural origins and tourism attractions Internet subscribe Advanced technologies in agriculture Legal support Climate Soil condition Environmental factor Water condition Geographic location Population working in farming Trend of new entry Threat of new entrants Market potential Capital requirement Buyer‟s switching costs Threat of substitutes Bargaining customers power Number of substitute products of Buyer switching costs Buyer price sensitivity Diversity of customers 10 11 Bargaining power supplier Industry rivalry of Supplier switching costs Presence of substitute inputs Supplier competition Powerful competitive strategy Sustainable competitive advantage Vision 12 Business concepts Mission philosophy Number of labor 13 Human resource Labor competency Labor responsibility Marketing channel 14 Marketing & Sales Sales channel Marketing and Sales employees Agricultural production 15 Production Agricultural processing production Agri-tourism operation 16 Finance Fixed cost Profit rate Technologies used in business 17 Technology Business infrastructure: internal transportation, decoration, facility… 18 Distribution Direct distribution In-direct distribution Appendix 3: Interview protocol for experts and potential customers This kind of interview is conducted, first is to understand the real need of customer for the similar business model of Moku Moku farm conducted by Vineco; second is to collect all necessary information of the customer‟s expectation with the business Based on these expectation, the author can give suggestions to the farm on how to design the activities inside the farms for attracting more customers -Dear Sir/Madam, My name is Thanh Phuong, a first intake MBA student from Vietnam – Japan University At this moment, I am conducting a research on the transferability of the best Japanese Agriculture Business model to Vietnam This survey is designed to understand your demand on services Based on the information you provide, we may find a way to serve you better! In order to complete this study, your participation is very important Hence, I highly appreciate your time on doing this survey All responses and information, which you provided, will only be reported in aggregate No individual information will be tracked Thus, your information will be confidential Moreover, this is a free-discussed interview, please feel free to raise your voice or to stop me anytime for your further request Thank you once again! Now, let‟s start! Please introduce about yourself: name, job, annual family income How many children you have children? How are you aware of the current situation of unsafe food in Vietnam? Where you often go to buy daily food? How you know about the products of Vin-Mart? – provide them with more information of Vin-mart and Vineco Do you feel curious on how the products of Vin-mart is produced? Do you want you and your kids have chance to witness and experience the whole process of producing safe agricultural products? Do you often go for a short trip at the weekend? Where you often go to? 10 How far you often go to at the weekend? By hour of transport 11 How far could you be able to go at the weekend? 12 How long time you want to spend for weekend trip? 13 If you hear the word “”? What will you think about? 14 Do you know which companies or any farm are working on in Vietnam? 15 Do you know the Vineco farm? List the name of a farm if you know, if not, leave it Which product Vineco is producing? (in the purpose of providing info for participant) What specials about Vineco? (in the purpose of providing info for participant) (Stop here to provide interviewees an introduction of vineco Tam Dao and the project of Agri-tourism in the farm follows the model of Moku Moku Farm) 16 After knowing these facts, you want to experience the Vineco? 17 What you expect to in Vineco tour? 18 Which service you want to have in the tour? Can give some hints on: Sightseeing Participating Agricultural experience Participating cooking class with the farm‟s product Having meal and drink with the fresh products of farm Observing the cultivating process in the farm Understanding the technology used in production Having a comfortable accommodation/hotel at the end of day Entertainment activities on the farm: Interesting festival, competition to play Please list as many services as you can think about and want to have 19 In your opinion, how much should the tour cost you? For person and whole family of 3/4 people Clarify each kind of fee, for example: Entrance fee, Individual packet fee; Whole packet fee, Fee for each service/game, How much are you ready to pay for accommodation, 20 If there is no hotel/cottage in the farm, you visit the farm for day trip? 21 What is your demand for accommodation? 22 Do you want to visit the farm as a destination in a tour? It means it will give you only some hours of visiting the farm? 23 If yes, which locations you want to combine in a tour, together with Vineco Farm? 24 About transportation, you think that customers can self-manage of transportation? 25 If the farm provides transportation of bus from Ha Noi to the farm, with the fee of from 20.000 - 40.000 vnd Do you think this fee is acceptable and it‟s better and more convenient for customers to come? 26 I would like to give you minutes and a paper, could you list all services you and your children want to experience from the farm? Thank you for your great support! Nguyen Thi Phuong ... business model of the Moku Moku farm – a typical Japanese agricultural business, and evaluating the transferability of this model in the context of Vietnam, the use of a comparative approach in management. .. analysis of factors between Moku Moku Farm and Vineco Tam Dao Farm Chapter 6: Discussion and conclusion on the transferability of business model from Moku Moku farm to Vineco Tam Dao Farm Each chapter.. .VIETNAM NATIONAL UNIVERSITY, HA NOI VIETNAM JAPAN UNIVERSITY NGUYEN THI PHUONG TRANSFERABILITY OF AGRI- BUSINESS MODEL FROM JAPAN TO VIETNAM: A COMPARATIVE MANAGEMENT APPROACH TO THE CASES OF