Marketing strategy for exporting bamboo and rattan products in Vietnam

Chi Minh City Publishing House), Some measures to perfect the marketing strategy of Vietnam's rice export. In particular, although it is quite rare, there have been a few domestic studies mentioning export marketing for rattan and bamboo products, such as: The work "Solutions to promote the export of rattan and bamboo products from rattan and bamboo handicraft villages in the Red River Delta" by Bui Huu Duc (2010). Topic "Some solutions to promote the development of rattan and bamboo handicraft villages in Nghe An province" by Tran Van Hang in 2007. In addition, another project that does not analyze much about the export aspect, but also opens the direction of developing marketing strategies for traditional craft villages associated with CBT. On the spot through tourism and foreign tourists are "Community tourism in Duong Lam ancient village, Van Phuc silk village and Phu Vinh rattan and bamboo village" of author Pham Quynh Phuong (2013) giving an overview of community tourism. 1.2.2 International studies Many international researches also devote much effort to researching the development strategy of traditional crafts industry such as the works of the authors Zulaikha, Ellya, Brereton and Margot (2011), Development strategy of traditional crafts industry. (Innovation strategies for developing the traditional souvenir craft industry), Report at the First International Conference on Engineering, Design and Development of a Built Environment for Safety and Sustainability, held between 22 - 29 April 2011 at Queensland University of Technology. - Initiative "One village per product" (Onevillage one product / OVOP) of the Ministry of Industry and Trade of Japan (2003). - A very remarkable research conducted by Kuladilok, Thaiutsa et al. (1990) is "Potential of export market of rattan products." - Research on "Commercialization of bamboo products in the European Union: Analysis of problems and opportunities" by Van der Lugt and Ottgen (2006) Huang, Fang et al. (2010) in the project "Commercial research on rattan and bamboo products of China, Japan and Korea" 1.3. Synthesis and assessment Through the synthesis of research of domestic and foreign authors, it can be seen that the above works have solved some main contents: Firstly, the studies are fully and logically systematized about export marketing strategy, including: - Export marketing strategy concept 8 - The need to develop export marketing strategy - The basic contents of export marketing strategy Second, studies have shown that export marketing is a complex activity, associated with the specific characteristics of each commodity. Thirdly, studies have pointed out the factors that influence export marketing, including positive impact factors and negative impact factors, thus showing the need for master the mechanism of action of these factors to have an appropriate response. Fourth, studies also show the role of the state and industry associations in the effectiveness of the implementation of export marketing strategy for goods. In summary, at present, there is no separate, independent and in-depth research at home and abroad on "Marketing strategy for exported rattan and bamboo products from Vietnam". Therefore, it can be affirmed that the research project of the PhD student is new and very necessary in the current period in order to meet both theory and practice. SUBCONCLUSION CHAPTER 1 Rattan and bamboo products in general and marketing strategies for exported rattan and bamboo products in particular are still attracting the attention of researchers in the world and in Vietnam. In particular, in recent years, there have been a number of scientific works on individual handicraft villages producing rattan and bamboo for export but they have only stopped at studies on one or some aspects of development policies. manufacturing, building material areas, or developing and promoting the essence of traditional craft villages. Currently, Vietnamese rattan and bamboo production establishments are quite loose in linking trade village development policies and solutions; The marketing strategy for exported rattan and bamboo products has not been systematically studied, yet has identified the factors affecting this strategy. Therefore, the thesis of the PhD student is an effort, an attempt to make up for the gap that needs to be filled in this very important and necessary issue. Chapter 2 THEORY ON IMPLEMENTING EXPORT MARKETING STRATEGIES AND RESEARCH METHODS 2.1. Theory on marketing strategy and export marketing strategy 2.1.1. Marketing strategy Marketing strategy is the process by which the business responds to the situation of the competitive market and is a force response from the environment and internal forces to enable businesses to achieve their goals in the market. target market, through all aspects of mixed marketing (Lee and Griffith, 2004) [77]. 9 2.1.2 Export marketing strategy Within the framework of this thesis, export marketing strategy focuses on the following contents: export product strategy, export pricing strategy, export distribution strategy, traditional marketing strategy and export promotion. ... to meet the established strategic export market. 2.1.3 Implement export marketing strategy at rattan and bamboo enterprises From the perspective of modern marketing, the implementation of CLM will both have to provide added value to customers and help businesses achieve their goals. Modern marketing theory states that, when a customer chooses, a purchase decision is not merely a purchase of the pure material that they decide, they believe in, they are loyal to a product or a brand. Somehow, it is because they want to receive more value added from businesses with the same level of satisfaction of demand. The value added that enterprises provide to customers is the difference between the total value of customers received and the total costs that customers spend. 2.2 The content of implementing export marketing strategy 2.2.1 Market analysis There are many reasons and motivations for enterprises and industries to export to the world market, specifically as follows: First, exploit comparative advantage in international trade Secondly, looking for new markets, expanding consumer markets. Third, exploit the advantages of the product life cycle. Fourthly, the handicraft industry has a great impact on the economy and society, especially in reducing poverty and developing rural areas. Thus, it can be seen that there are many goals when exporting a commodity to the world market, depending on the characteristics of each commodity and each business, there are different options. 2.2.2. Target market selection In selecting the target market, international marketers are concerned about the market size of importing countries as well as how prices of goods that can be imported vary from country to country. , what factors influence this change and how much it affects. Only when determining the important factors affecting the changes in the size of the markets of the countries, the import prices of the countries, will the grouping of countries according to these factors be meaningful. meaningful and effective for international businesses. 2.2.3. Implementing a mixed marketing strategy for exported products On the basis of shaping CLM development goals for export products, rattan and bamboo enterprises continue to develop mixed CLM. This is considered a central strategy, playing an important role in developing CLM for export products. The implementation of a mixed marketing strategy for export products includes the following activities: 10 1) Implementing an export product strategy 2) Implementing the export product price strategy 3) Implement export distribution strategy 4) Implementing communication and export promotion strategy 5) Implementing an export product brand strategy 6) Deploy sales strategy, customer service and relationship marketing 2.2.4. Organize resources to implement marketing strategies for exported products Organizing marketing in enterprises: In enterprises, if the marketing organization is formed, arranged and organized reasonably, creating conditions for marketing staff to develop their capabilities, all marketing plans are implemented smoothly and smoothly. The probability of success will be high. Basically, the types of marketing organization in a rattan and bamboo export enterprise include: by function, by geography, by market, or by a mixed organization. The choice of form of organization depends largely on the views of the rattan export enterprise. 2.2.5. Examining and evaluating the implementation of export marketing strategy In the process of developing a marketing strategy for exported products, the SMEs need to conduct regular and ongoing audits and assessments. Testing is an essential task of any activity to help people in this work know the results achieved against the set goals, and thereby find the cause of the problems. that DN encountered. 2.3. Factors affecting the implementation of export marketing strategy 2.3.1. Macro environment Environment analysis model The commonly used macro model is the PEST model which stands for the first letter of the terms Political, Economic, Sociocultural and Technology. (technological). These are the four factors that shape the environment of an economic sector. These factors are more external than what is happening in the specific category. Political Economics Sociocultural (Sociocultural) Technology (Technological) 2.3.2. Competitive environment The perfect competitive model implies that the rate of profit adjustment according to risk level is similar between businesses and industries. However, numerous economic studies have confirmed that different industries can maintain different levels of profitability and this difference is partly explained by the different structure of industries. 2.3.3. Internal environment The resources of a business include: human resources, physical assets, intangible resources. This is a group of factors determining the ability of the 11 enterprise's operation, deciding the success or failure in the market; in which the most important resource is the people. 2.4. Research model and research hypotheses 2.4.1 Research models The model and research method of the thesis are implemented through the following steps: Tổng quan nghiên cứu liên quan dến chủ đề của luận án Nghiên cứu nội dung triển khai chiến lược marketing xuất khẩu Nghiên cứu định tính Tổng quan Chiến lược marketing mix 1. Hiểu được quá trình hoạch định chiến lược marketing XK 2. Đưa ra mô hình nghiên cứu Kết luận và đề xuất giải pháp thực hiện Đánh giá hoạt động triển khai chiến lược marketing xuất khẩu đối với ngành hàng mây tre đan Việt Nam Kiểm tra, đánh giá hoạt động triển khai Kết quả cần đạt được： 1. Lưu đồ hoá quá trình hoạch định kế hoạch triển khai chiến lược MKT XK 2. Mô hình nghiên cứu các nhân tố ảnh hưởng Khảo sát dữ liệu thứ cấp và phân tích thực trạng về marketing XK MTĐ Việt Nam Nghiên cứu lý Kết quả nghiên cứu Tiến hành 3 vòng phỏng vấn Tham khảo ý kiến chuyên gia về các thang đo Phân tích nội dung triển khai CL marketing Phân tích thị trường Xác định thị trường mục tiêu Phân tích nhân tố Phân bổ nguồn lực Kết quả đạt được Hạn chế và nguyên nhân Figure 2.2. Research models Source: Authors Based on the overview of export marketing strategy in the country and abroad, the author offers a research model and the hypotheses for this thesis: 12 Figure 2.3. Test model of research hypotheses Source: Authors From the above research model, the thesis focuses on understanding and analyzing three factors (1) Environment of exporting country; (2) Environment of importing country; (3) Factors within the enterprise from which to complete and improve the export marketing strategy for rattan and bamboo products. 2.4.2 Research hypotheses On the basis of the research overview, the theoretical basis of export marketing strategy and the research model, the thesis proposes research hypotheses to clarify the research model: H1. The domestic environment affects Vietnam's export marketing of rattan and bamboo products H2. The foreign environment affects Vietnam's export marketing of rattan and bamboo products H3: Internal factors affecting marketing strategy for exporting rattan and bamboo products in Vietnam 2.5. Research process and research methods 2.5.1. Research process As presented in the research method of the introduction of the thesis, the research uses a combination of both main research methods as qualitative research methods and quantitative research methods. To carry out this study, the thesis deploys the following stages: 13 Figure 2.4. research process Source: Authors 2.5.2. Research Methods 2.5.1.1. Qualitative research methods Qualitative research method Decision making system analysis (DSA) to formalize a process of interviewing managers involved in different stages of the same process. process decisions from many businesses. The objective of the qualitative research in the thesis is to clarify the variables (factors) affecting the marketing strategy of Vietnam's rattan and bamboo export industry. The thesis uses qualitative research methods Analysis of decision- making systems to formalize the process of managers participating in different stages of the decision-making process. Specifically, this study implements the process of interviewing experts through three rounds as shown in Figure 2.1 below: Diagram 2.1. Interview process Vòng 1  Phỏng vấn chuyên gia  Mã hoá thông tin theo ý kiến của chuyên gia Vòng 2  Vẽ lưu đồ thể hiện trình tự ra quyết định  Gửi lại chuyên gia thống nhất ý kiến, chỉnh sửa lưu đồ Vòng 3  Phỏng vấn xin ý kiến về lưu đồ với nhóm chuyên gia độc lập  Điều chỉnh lưu đồ theo các ý kiến đóng góp Hệ thống lý luận Xây dựng khung lý thuyết Xây dựng thang đo các nhân tố ảnh hưởng Tham khảo ý kiến chuyên gia Phân tích thực trạng Phân tích các nhân tố Xử lý, phân tích dữ liệu Điều tra khảo sát Đề xuất, kiến nghị 14 Source: Authors 2.5.1.2 Quantitative research In order to collect information to be studied, the questionnaire (see Appendix 2) was used to collect information at exported rattan and bamboo enterprises. After the questionnaire has been developed, the number of samples to be collected and the questionnaire has been sent directly to rattan and bamboo exporting enterprises to collect information. Information collected is processed on SPSS statistical software. Below is the process of building a questionnaire, a scale of variable structure and coding; Sampling; data analysis. SUBCONCLUSION CHAPTER 2 In chapter 2, the author has systematized the theoretical basis for implementing marketing strategy and export marketing strategy for rattan and bamboo products of enterprises, the content of implementing marketing strategy for exporting goods. rattan and bamboo enterprises. From the analysis of the theoretical basis mentioned above, the thesis proposes a research model and assumptions corresponding to the mentioned model. This chapter presents the content of the two main research methods used in the thesis: the qualitative method Decision making system analysis (abbreviated as DSA) and the research methodology. amount used to survey rattan and bamboo enterprises using questionnaires and using SPSS statistical software to process survey data with techniques (1) descriptive analysis of statistical data; (2) reliability analysis by Cronbach's Alpha coefficient; (3) EFA (Exploratory Factor Analysis) analysis; (4) formulating regression equations and correlation analysis; (5) analysis of one-factor variance (Oneway-Anova) to analyze data and test research hypotheses. The chapter also describes the interview process, sampling techniques, and scale construction for the study. Chapter 3 CURRENT SITUATION OF IMPLEMENTING MARKETING STRATEGIES FOR VIETNAM'S RATTAN AND BAMBOO PRODUCTS FOR EXPORT 3.1 Overview of the actual export of rattan and bamboo products Trading in rattan and bamboo products from a regional perspective, Asia is the main source of rattan and bamboo products. In 2018, the export value of rattan and bamboo products from Asia reached US $ 2499.7 million, accounting for 78.5% of the global export value. Next is Europe, with export turnover of 518.4 million USD, accounting for about 16.2% of global exports. In the annual export turnover of rattan and bamboo, the product structure also shows diversity. Bamboo and rattan Tet products dominate the rattan and bamboo export market, contributing over 50% of Vietnam's total export turnover to the 15 world over the years. Next is bamboo and rattan industrial products, which account for 30-35% depending on the year. 3.2 Analyze the current situation of implementing export marketing strategy 3.2.1 Decision making process to implement export marketing strategy Through interviews to collect experts' opinions on the implementation of the marketing strategy for exporting rattan and bamboo products through three rounds as described at, the author mapped out this process and presented in diagram 3.1. Observing diagram 3.1, it can be seen that the decision-making process of implementing export marketing strategy for rattan and bamboo products for export is shown by enterprises as follows: To formulate an export marketing strategy for rattan and bamboo products, enterprises, conduct an analysis of the macro and competitive environment of enterprises. Diagram 3.1. Flowchart of decision making process of marketing strategy for rattan and bamboo export Source: Authors 16 3.2.2 Situation of market analysis According to the statistics of Trademap (updated database system on the trade situation of countries), the market share of rattan and bamboo of Vietnam in the world market is only about 3.37%. In particular, the two major markets are the US accounting for 20%, Japan 16% of total export value. According to experts in rattan and bamboo industry in Vietnam, there are still many opportunities for development, capable of capturing 8% - 10% of the world market and reaching a value of about US $ 1 billion in the future. 3.2.3 Actual situation of selecting target market Business managers participating in the survey were asked to answer only one major market where they currently account for the largest export turnover compared to other markets. show that there are 38 enterprises claiming to have products exported to the United States (accounting for 19%); There are 41 enterprises cooperating mainly with Japan (accounting for 20%); There are 28 enterprises currently in the EU market Export activities (accounting for 13%) in ASEAN countries are 23 enterprises (accounting for 11%); Africa: 30 enterprises (14.5%); other markets have 45 enterprises and account for 22.5% (including countries such as UAE, Saudi Arabia - China, China ...). In general, as analyzed, due to the characteristics of Vietnam's rattan and bamboo production enterprises, mainly in craft villages, the awareness of implementing effective and professional marketing activities remains. Modest, especially aware of implementation of STP strategies, market segmentation, target market selection and market positioning, although Vietnam's handicrafts already have a certain brand. In the international market, however, it is still limited on the part of enterprises to take advantage of this position to position themselves in the target market. 3.2.4 Actual situation of implementing a mixed marketing strategy for export products Vietnam is one of the countries with large bamboo sources in the world. Currently, the national bamboo area is nearly 1.4 million ha (accounting for 10.5% of the national forest area). Regarding rattan resources, it is estimated that there are about 30 species of rattan in our country. Although there are many potentials and advantages to grow and develop bamboo, neohouzeaua, rattan, our country still has to import rattan materials for production and processing from some countries in the region with a demand of about 33 thousand tons / year. Meanwhile, the export market share of Vietnam's rattan industry accounts for less than 3% of the world market. The market share of Vietnam's rattan products in the period of 2010-2015 is about 12%. To meet such growth, the demand for bamboo materials by 2020 needs at least one billion bamboo trees per year. Germany, the US and Japan have for many years been the main import market for rattan, bamboo and handicraft products from Vietnam. The main items are furniture, 17 decorative lamps, packages, containers made of wood, water hyacinth, rattan ... Currently, the trend is that all importers have made available samples and placed line. In general, Vietnamese products are appreciated for quality, skillful craftsmen, but in the long run to compete with cheap Chinese and Indian goods, the improvement of design quality is very important. Products made from rattan and bamboo are divided into 2 groups, including traditional products (food, handicrafts, blinds, mats, toothpicks, paper, etc.) and new products (bamboo flooring, art boards) and making furniture, pressed bamboo for making lining of the road, pressed bamboo for construction, making activated carbon, making fiber ...). In terms of product policy, there are 4 criteria to be analyzed including: Products are always improved on design and quality; Products imbued with Vietnamese culture; Friendly products with the environment; Products bring value to users. 3.2.5. Actual situation of deploying marketing strategy resources for exported products The survey results show that the main human resources working in the current market in rattan and bamboo enterprises are mainly directors or business owners. In addition to operating production, business, foreign affairs, these business owners concurrently work as marketers to take care of the output of products. In fact, surveys of rattan and bamboo enterprises show that most enterprises are small-scale, lack of working capital, so even if the labor force can reach up to 100 people but mostly workers manual, and marketing team is very little. Obviously, the business activities of many businesses are still relatively passive now. Businesses are not fully aware that they need to proactively search for the market but cannot passively wait for orders from abroad while their products are not strong compared to competitors. from other countries. 3.2.6. The situation of checking and evaluating the implementation of export marketing strategy of enterprises Examining and evaluating the implementation of marketing export strategies is an activity aimed at re-evaluating marketing policies and strategies for export goods, drawing lessons on successes and failures of enterprises. However, the survey results show that most of the rattan and bamboo export enterprises do not really care about this activity. 18 3.3. Assess factors affecting the implementation of export marketing strategy 3.3.1 Results of analyzing the impact of the exporter's environment on the export marketing strategy 3.3.2 Results of analyzing the influence of the environment of the importing country on the export marketing strategy. 3.3.3 Results of analyzing the internal environmental impact of enterprises on export marketing strategies 3.3.4. Results of testing differences in export marketing strategies based on business characteristics 3.4. Discuss the research results The results of qualitative research have pointed out the steps to develop an export marketing strategy for rattan and bamboo products and factors affecting the marketing strategy for rattan and bamboo export of rattan enterprises. exported bamboos using DSA research methodology (decision system analysis) based on interviews with experts including the following steps: 1) analysis of PEST model (model of environmental analysis of macro : Political - legal factors of Vietnam and importing countries, Vietnam's economic environment and importing countries, socio-cultural environment of Vietnam and importing countries and environment Vietnamese-imported technology and technology; 2) analysis of the