Group assignment provide market analysis and solutions by using swot pest model or define the marketing environments

Students need todetermine each type of product to allocate sales seasonal or unique fruit to export to a 3.. ● Definition of tropical agriculture To date, there is no unified definition

GROUP ASSIGNMENT

MKT101

Lecturer: Nguyen Thi Thoi

Class: IB1702

2 Identify BUs and target markets where products are consumed Students need to

determine each type of product to allocate sales (seasonal or unique fruit to export to a

3 Establish a Marketing plan by defining target customers, product development, distributionchannel, and necessary supplier partners Plan budget, promotional channels, and promotional

● Definition of tropical agriculture

To date, there is no unified definition of tropical agricultural products, but beverages (such

as tea, coffee, cocoa), cotton and other fiber groups such as jute, flax, and fruits (such as bananas,mango, guava, and some agricultural products ) are classified as tropical agricultural products

● The scale of tropical agricultural production

(E.g: ECO FRUITS - which is the Import/ Export Joint Stock Company)

Building close links and a closed supply chain from reputable gardeners who meet VietGapstandards, food safety, and hygiene all over the world Vietnam through the distribution system toconsumers

Import: Fruits are imported by the official route and from big companies, gardeners,famous brands in countries and world markets such as Korea, Australia, USA, Canada, NewZealand, keep the aroma, sweetness, and goodness

Export: Select suppliers that meet GlobalGAP and VietGap standards with verycompetitive prices and perfect quality to export to international markets Currently, Eco Fruits'export-oriented markets are Korea, China, America, Europe, the Middle East, etc

1 Provide market analysis and solutions by using SWOT - PEST Model or define themarketing environments

1.1 SWOT analysis

1.1a Strengths

Vietnam has favorable geographical destinations; a developed economy; a diversifiedmarket; potential for investment capital; science, technology and infrastructure systems

always follow the most international trends

● In terms of geographical destinations

Our country's natural environment, which is tropical and monsoonal in nature, is

determined by its geographical location and brings beneficial effects for tropical agriculturalproducts (such as: Lam Dong, Dak Lak, Mekong Delta Region, Bac Giang, etc)

Natural diversity, mineral wealth, and biological diversity are all created by location andterritory, as indicated in the graph above, foster economic progress in Vietnam

● Regarding working-age population

According to the statistics below, Vietnam’s working-age population accounts for61,5% (2019) of the total population of this country For this reason, the labor source

represents over 60% of the population, proving which quality of labor in this continent isbetter

With a high level of farming, production lines in agricultural production processing are

on the rise in Vietnam

Although just opened, the company has been able to quickly export and do domesticbusiness, possibly due to demand from Europe and Asia As a result, this helps the companygrow financially and in terms of reputation

Fruits and agricultural products are fresh and meet the company's brand eco (for theenvironment), so customers can trust the quality and reasonable prices because they are

produced by local growers Southwest, both cheap and delicious

1.1b Weaknesses

Calling the capital for agricultural production and intensive farming faces manydifficulties In the investor’s point, investing in the agriculture department in modern's society

is difficult to make a profit

Wasting a lot of natural resources and intellectual resources Because a large numberthink that using the gray matter to invest in agricultural products wastes a lot of dead time,otherwise the efficiency of this job is not as high as investing in other subjects

The government's policy to encourage the expansion of tropical agricultural products isstill loose Therefore, discouraging investors from this business model

Because it is a new company, it has just appeared on the market not long, so it is noteasy to gain trust and reputation from the markets

Lack of funds to increase PR capabilities as well as add new products, need a solution

to quickly overcome this, quickly bring the company up

With the current market trend of needing green, clean, beautiful, and reasonably pricedproducts, Eco Tropical Agricultural Products can meet all of those criteria, just need a developmentstrategy development, the company will quickly achieve effective development

The diversity of markets from Asia to Europe will be able to make the company grow, apotential opportunity to go from a little-known company to become an important source formany places

1.1d Threats

Investment costs in the business model of tropical agricultural products increased

sharply, while profits and competitiveness decreased sharply in the first period

Climate change is extremely difficult to predict on a global scale

With fierce competition from companies with the same product categories and famousfor being ahead and creating a brand, it will bring many difficulties to the company

The majority of customers only trust companies with a good reputation, so it is difficult

to approach these customers which are called <customer loyalty=

1.2 PEST analysis

1.2a Political

From 2019 to 2025, worldwide fruit market demand is expected to expand at an annualrate of 8.2%, reaching US$585.25 billion According to data from the International TradeCenter (ITC), global fruit and vegetable exports totaled 70.1 billion USD in the first quarter of

2021, up 5% from the first quarter of 2020 Vegetables and fruits are one of the agriculturalgoods that gain the most from the Vietnam Free Trade Agreement (EVFTA), with 94 percent

of the total 547 tax lines on vegetables, fruits, and processed products being removed Theseare clear indications that the door to bringing Vietnamese fruits to the global market is wideopen

Goals for 2030, as set out in the Project on the Development of the Fruit and VegetableProcessing Industry in the Period 2021-2030, released under Prime Minister's Decision No.417/QD-TTG: Vegetable and fruit production and processing are progressing smoothly andsafely products with quality assurance, food safety, added value, and high competitiveness;contributing to bringing Vietnam's fruit and vegetable export turnover to one of the top fivecountries in the world; fruit and vegetable export turnover reached 8 to 10 billion USD.1.2b Economic

This data demonstrates that Vietnam’s economy has skyrocketed over the years, from

1986 to 2017, as you can see from the chart the steeper at the end proves that our nation’scompany has developed clearly, which represents 2500$ USD, 5 times as much as 1986

In comparison to Europe’s economy, this statistic shows the decrease through manyyears, the European Commission (EC) has again lowered its growth forecast for the entireEuropean Union (EU) this year as the pandemic continues to impact the economy

The EU economy will shrink by 8.3% in 2020 and the recovery in 2021 will only be5.8% These forecasts are all down nearly 1 percentage point from their June assessments

1.2c Social

This element has a direct impact on people's lives and behaviors, influencing customershopping habits, such as population and movement patterns, household and movement trends,population movement Consumer sentiments, the changing age pyramid, the incidence ofmarriage and births must all be considered by businesses For manufacturers, the risingeducational level of the population has been, is, and will continue to be a challenge Ifexporters do not want to be labeled "foreigners" in international trade, they must always payattention to this socio-cultural issue The term "foreigner" refers to the host country's culturebeing unfamiliar to the exporting company

2 Identify BUs and target markets where products are consumed Students need todetermine each type of product to allocate sales (seasonal or unique fruit toexport to a specific market).

July - August andNovember-March

320.000 VND/kg(Australia)

ChinaEUAustraliaJapan

ThailandGermanAustralia

KoreaUS,

June - July, andFebruary - December

460.000 VND/kg

5 Mangoes US

ChinaNetherlands

(Netherlands)

6 Mangosteen China

KoreaEU

7 Chrysophyllum

cainito

China,US,KoreaMalaysiaUS

Export turnover of fruit and vegetable products from 2018 to 2020:

According to statistics from the General Department of Customs, the exportturnover of fruit and vegetables July 2020 decreased for the 4th consecutive monthwith a decrease of 13.5% compared to June 2020 and down 10.1% compared to July

2019, reaching 222.4 million USD For the first seven months of the year, on average

In 2020, the export turnover of vegetables and fruits reached 1.98 billionUSD, down 13.1% compared to the first 7 months of 2019 In the first month of 2019.The Covid-19 epidemic was complicated and the flood situation was of seriousimportance in China negatively affecting the export of fruit and vegetables of ourcountry Exports of some key and seasonal fruits decreased, such as dragon fruit,longan, durian, and jackfruit, while the export speed of other key fruits was slow likemango, banana

● Target markets

As an export product, this fruit is often sold at supermarket stalls or duty-freeshops, so it will usually be residents living in large, modern cities with stable incomeand gourmet food

Vietnamese families in particular and Asia, in general, are living and working

in countries that import fruit

2.2 BU : Dried fruit2

https://www.amazon.com/s?k=dried+pineapple&crid=2PYZPDH22P2UM&sprefix=dried+pineapp%2Caps%2C508&ref=nb_sb_ss_ts-doa-p_1_13

Official season: April May

-Late mangoes:

July - SeptemberReverse mangoes:

January - May 9

667.000 VND/kg

4 Dried oranges Japan

HanRussia

7 Dried guava Australian

SingaporeRussiaAmerica

8 Dried

grapefruit peel

SingaporeRussiaAmericanJapan

November (lunarcalendar)

The largest isDecember (lunarcalendar) until close toTet

442.000 VND/kg

● Target customer

- Customers at airport border gates

- Middle-class consumers wishing to enjoy the flavors of spray-dried fruits

- Far-flung descendants eat this due to their wishing to relive the taste of home fruits

2.3 BU3:Rice, Coffee, Rubber, Pepper, Cashew

Vietnam is currently the leading exporter of rice and coffee in the world

Average export volume and price of Vietnam's rice from 2018 to 2020

According to data from the General Department of Customs, Vietnam's riceexports in July - the first month of 2020 reached over 4 million tons, worth 1.95 billionUSD, up 0.6% in volume and increased 13.1% in value over the same period in 2019 InJuly 2020 alone, our country's rice exports reached 479.63 thousand tons, worth a price of232.14 million USD, up 6.5% in volume and 2.2% in value compared to June 2020, butdown 23.3% in volume and 15.9% in value over the same period in 2019 Due to the highprice of rice in recent years, rice trade activities From June 2020 to now, it has somewhatslowed down However, the rice is still beaten Price is a bright spot in Vietnam'sagricultural and aquatic product exports, with export turnover increasing the highest in thisgroup of goods

3 Establish a Marketing plan by defining target customers, product development,distribution channel, and necessary supplier partners Plan budget, promotionalchannels, and promotional programs

3.1 Product strategy (4P)

Vietnam is known to the world as a country possessing a diverse cuisine and richproducts throughout the country Especially, in recent years, the import and export fruitmarket in our country has grown more and more, conquering many of the most demandingand demanding foreign markets Therefore, Eco Tropical Agricultural Products Companyhas chosen to export fruits such as: Longan, longan rambutan, Thai rambutan, Vinh Kimpink buttermilk, Hoa Loc mango, jackfruit,

Fruits are foods with high nutritional content Fat, salt, and calories are all low inmost fruits No cholesterol Fruits are a good source of many essential nutrients that areconsumed sparingly, including potassium, fiber, vitamin C and folate (folic acid).Potassium-rich foods can help you maintain a healthy

blood pressure level Potassium-rich foods include

bananas, prunes and prune juice, dried peaches and

apricots, watermelon, honeydew melon, and orange juice

Fruits contain fiber, which helps lower blood cholesterol

and may reduce the risk have heart disease Fiber is

important for bowel function It helps relieve constipation

and diverticulitis Foods with fiber like fruit help keep

you feeling full for longer with fewer calories Whole or

chopped fruit is a good source of fiber; Juice contains

little or no fiber Vitamin C is important for the growth

and repair of all body tissues helps promote the healing of cuts and wounds, and keeps teethhealthy and healthy gums

Asian and European countries in general and China,

Australia, and the United States, in particular, are very fond of

using imported fruits One of the important things when

exporting fruit to foreign countries is to register for trademark

protection in the exporting country It is especially important

to note that when exporting fruits to foreign countries, it is

necessary to change the product packaging to add English to

make it easier for consumers in both Europe and Asia

Before packing, goods need to be packed according to border standards and need topay special attention to information such as: origin, place of production, expiry date,non-toxic and suitable packaging quality with each product

Types Detailed

1 Product 100% product derived from clean fruit, ensuring food hygiene

and safety of the Ministry of Health of Vietnam The way theproduct is naturally grown and harvested

2 Price Price ranges from 20,000 VND-100,000 VND depending on the

choice of the customer

3 Place fruit shops, supermarkets, fairs

4 Promotion Chasing advertising on Facebook, websites on the Internet

3.2 Distribution strategy

European consumers tend to eat more organic foods such as fruits, vegetables, etc.Europe is a large and mature market for fresh fruits and vegetables with generally stabledemand Availability, demand, interest in exotic, new products maintain Europe's continueddependence on external suppliers A survey found that more than a third of US consumerspurchased food through a website in the past months, due to convenient transactions andwide selection In which, fresh fruits and vegetables accounted for 16% Because of thatconvenience, we need to reach customers who want to buy online by: updating the number

of new fruits daily, offering incentives when buying in bulk, and fee incentives for the ship,same-day fast shipping, market research, and regular contact with customers Furthermore,the wholesale distribution channel has 4 forms below:

3.2a Wholesale joint venture

To be able to safely penetrate into the European and Asian markets and reduceexport costs, it is advisable to choose the option of finding cooperation with a distributioncompany fruit distribution abroad to cooperate with Eco Tropical Agriculture Company Ajoint venture between two companies is allowed to export and import fruit, but the totalvalue of wholesale import and export of goods cannot exceed 30% of the company's salesrevenue

3.2b Duty-free

Shops selling duty-free goods imported into other countries, operating under thecontrol and management of the state, are located mainly at airports, border gates, trainstations, and other areas of the border

3.2c Specialized stores

This is a form with stores that specialize in providing a certain type of product and