nâng cao năng lực cạnh tranh của các doanh nghiệp sản xuất sản phẩm chè đen tại tỉnh thái nguyên bản tóm tắt tiếng anh

The results of this study will evaluate the competitiveness of black tea producing enterprises in Thai Nguyen.. - Competitive advantages of the black tea producing enterprises in Thai Ng

THESIS ABSTRACT FOREWORD

In conditions of development of the market economy, the competition issues in the domestic and international becoming strong and stiff, the requirements to improve the competitiveness of the tea enterprises are very essential In Thai Nguyen, there are a lot of enterprises involved in the production, processing and consumption

of black tea Therefore, the quality and price of the product are different Along with the trade liberalization on domestic and international markets, Thai Nguyen’s black tea products are also widely consumed, have significant contribution to the development

of the tea industry However, the black tea products also face many difficulties and challenges of competition in the production, processing and consumption… the competitiveness of the enterprises

is weak in the categories, designs, markets, and promotion activities Therefore, the evaluation of competitiveness and solutions proposal for black tea enterprises are very necessary Because of the above

reasons, I chose the thesis: “Improving the competitiveness of the black tea producing enterprises in Thai Nguyen province”

The thesis consists of 5 chapters:

CHAPTER I THE PROBLEM AND ITS SETTING

1.1 Overview of research

The thesis gave the system of the criteria reflecting the competitiveness of black tea producing enterprises in Thai Nguyen From the system of those criteria, the author uses it to evaluate the

competitiveness of tea producing enterprises in Thai Nguyen as a typical study case The results of this study will evaluate the competitiveness of black tea producing enterprises in Thai Nguyen Then, the managers can apply and take measures to improve the competitiveness of enterprises

1.2 Statement of the problem

The thesis aims to improve the competitiveness of the black tea producing enterprises according to the observations of enterprises and customers It answers to the following questions:

- The position of the black tea producing enterprises in Thai Nguyen province in the markets today?

- Competitive advantages of black tea products as observed by the enterprises?

- Competitive advantages of the black tea producing enterprises in Thai Nguyen province as observed by customers?

- Are there significant differences between the observation of enterprises and customers about the competitive advantage?

- What’re the factors affecting the implementation of competitive advantage?

- The solutions can be introduced to improve the competitiveness

of the black tea producing enterprises in Thai Nguyen province to meet consumer demand?

1.3 Significance of the study

This study will help small and medium tea enterprises in Thai Nguyen assess aspects of competition to determine the strengths and weaknesses to enhance their competitiveness Furthermore, this study

will help tea enterprises improve their competitiveness such as: market expansion, brand building and maximizing profits

- For tea industry: This study will help the tea industry to develop its products, from increasing the area to the production and consumption, thereby increasing the state budget, creating more jobs for local people and sustainable development

- For labor: This study will help the labor to increase their income, have stable life and many jobs

- For customers: This study will help the customers gain access the products conveniently and satisfy the demand

- For the researcher: This study will help to complete the DBA thesis, In addition, there is a document for the teaching of the author

- For community: When enterprises do business effectively, they will contribute to the state budget and social welfare

- The thesis assessed the current situation of black tea products in small and medium enterprises, determine its position in the export market Determine how to have efficiency in competition of the black tea products in small and medium enterprises Introduce a new competitive method for tea enterprises to improve their competitive advantages in the market

1.4 Scope and limitations of the study

* Time: From 2010 to 2012

* Space: Gather information about the black tea producing enterprises in Thai Nguyen Province and some black tea producing enterprises in the two provinces of Phu Tho and Tuyen Quang

* Content: Study the basics:

- Focusing on a number of issues about the competitiveness of black tea producing enterprises

- The study analyzes the situation of the competitiveness of black tea producing enterprises in Thai Nguyen province

- Propose the solutions to improve the competitiveness for black tea producing enterprises

CHAPTER II REVIEW OF RELATED LITERATURE AND STUDIES 2.1 Concepts

From the theories and concepts competitiveness of products,

competitiveness of enterprises, national competitiveness, and the

thesis has taken the concept of competitiveness of enterprises as

follows: “Competitiveness of enterprises is the ability to maintain and improve competitive advantage in consuming products, expanding sales network; attract and use effectively the production factors in order to achieve high and sustainable economic benefits”

2.2 Related literature and studies

The thesis presents the works related to the research topic

2.3 Conceptual framework

COMPE TITIVE NESS

OF BLACK TEA PRODU CING ENTER PRISES

IN THAI NGUY

EN PROVI

NCE

Competitiveness of black tea products in the enterprises

Efficiency of production and business

The market share of black tea producing enterprises

The productivity of the factors

The capacity

to attract financial resources

The ability to link and cooperate among black tea producing enterprises

Interest rate

Economic

Environment

Political and legal

Environment

Natural - Cultural

and Social

Environment

Scientific and

Technological

Envirriment

Suppliers of raw

materials

The

external

factors

The

internal

factors

The organization of

human resources

Infrastructure

resources

Marketing capacity

Financial Capability

The capacity for

research and

development

Substitute products

CHAPTER III RESEARCH METHODOLOGY 3.1 Study area selection

Thai Nguyen province has 17,661 hectares of tea, ranked second

in the country with 39 tea producers, of which there are 7 black tea producing enterprises

To assess the competitiveness of black tea producing enterprises

in Thai Nguyen Province, we surveyed 7 enterprises in Thai Nguyen Province In addion, we conducted a survey of black tea producing enterprises in Phu Tho and Tuyen Quang provinces to compare

In Thai Nguyen province, the black tea producing enterprises meet a lot of difficulties in producing, processing and trading of tea products Particularly, the competitiveness of the enterprises is weak, not to promote the advantages of tea products The difficult problem now is to improve the competitiveness of black tea producing enterprises in Thai Nguyen province

3.2 Approach methods

To achieve the objectives given, the thesis used the approache system in the research This means considering the competitiveness

of enterprises not only use some single criterion but also use the system of criteria, referring to different aspects of the enterprise such as: position in the market and the appropriate response to the external impact of the business environment Competitiveness of enterprises can be represented through the indicators reflecting the internal force

of enterprise as: human resources, material and technical basis,

financial capacity

Methods of collecting information

* Secondary information

The secondary information was collected from sources such as: books, newspapers, magazines, websites, and the final reports and from the workshops of departments, economic institutions and research agencies, related scientific works Thereby, carry ut the analysis and overview on the production, processing and consumption of black tea products and the competitiveness of black tea producing enterprises in Thai Nguyen province

* Primary information

The primary information is conducted by means of surveying the black tea producing enterprises There is a questionnaire ((Appendix 1) Details are as follows:

Table 3.1:The number of sample divided by form of ownership

Unit: Enterprise

ON Form of ownership

Sample Thai

Nguyen

Phu Tho

Tuyen Quang

3 Limited Liability company 2 2 1

Source: results of enterprises survey

Table 3.2:The number of sample divided by capital scale

Unit: Enterprise

ON

1 Enterprises have capital from 6 to 8 billion 2

2 Enterprises have capital from 2 to 6 billion 2

3 Enterprises have capital under 2 billion 3

Source: Survey results

To assess the factors those are associated with black tea products as: tea quality, packaging, product categories We surveyed 100 customers in Thai Nguyen and Hanoi (Appendix 2)

3.3 Methods of data processing

3.4 Other methods

3.4.1 The descriptive statistical methods

3.4.2 Comparative method

3.4.3 Method of experts

3.4.4 Method of SWOT analysis

CHPATER IV PRESENTATION ANALYSIS AND INTERPRETATION OF DATA 4.1 Status of competitiveness of black tea producing enterprises

in Thai Nguyen province

4.1.1 Competitiveness of black tea products in Thai Nguyen’s tea enterprises

a The market share of black tea products

Today, the black tea of Thai Nguyen went to many countries around the world However, it is noteworthy that can customers realize Thai Nguyen’s tea or not? While the majority of enterprises export in the form of raw materials, especially Thai Nguyen’s black tea hasn’t had brand positioning A number of enterprises said that,

in 2009 purchasing power reduced in most markets, tea export situation met a lot of difficulties Even the head enterprise in tea export is also difficult The decline in market share is due to the influence of the world economy According to the Department of Agriculture and Rural Development of Thai Nguyen, the market share of black tea of Thai Nguyen Province has improved but still limited This reflects the competitiveness of the black tea product in Thai Nguyen is low

b The quality of black tea products in Thai Nguyen

Table 4.1 Customers’ reviews of black tea products’ quality of in

Thai Nguyen’s tea enterprises

Type of

tea

Thai Nguyen

The

number

of

people

Structure

(%)

The number

of people

Structure (%)

The number

of people

Structure (%)

The number

of people

Structur

e (%)

Source: Customer Survey Results 2012

c Product categories

Table 4.3 Some product categories in the black tea producing

enterprises

Province

Product categories

Black tea tradition

Black tea bag

Herbal black tea

Other black tea

Source: The survey of 2012 business

The above table indicates that the product categories in the businesses of black tea in Thai Nguyen province is more diverse than other businesses in Tuyen Quang province, but it is not varied by the type of black tea products in businesses in Phu Tho Province

On product labels: Through investigation we found 80.3% of

state-owned enterprises for branded products, while 27.0% are businesses groups have branded the rate of the lowest product

d Price of black tea products

Table 4.5 Production costs and profits of black tea producing enterprises in Thai Nguyen according to the forms of ownership

Business State

Enterprise

Joint stock company

Limited Liability Company

Private Enterprise

Administration

expenses

VND/Kg

Depreciation of

fixed assets

Production

costs

VND/Kg

Source: Enterprise Survey Results 2012

The table shows that the cost of raw materials is very high, the cost of fresh leaves in state-owned enterprises accounted for 73.49%

of the total cost Joint Stock Company is trading 72.35% of the total cost Limited liability Company with the highest selling price at

36,500 dong / kg and the profit that the company also achieved the highest compared with other enterprises

e Distribution system and consumption organizations

f Promotion activities

Table 4.8 The forms of advertising that black tea producing

enterprises applied

Unit: Percentage

Enterprise

Type

Thai Nguyen’s balck tea

Phu Tho’s balck tea

Tuyen Quang’s balck tea

Source: Enterprise Survey Results 2012

The table shows that enterprises in Phu Tho province have focused on promotional activities for its tea products Enterprises producing black tea in Thai Nguyen have higher activity than

PRODUCER

CONSUMER

retail dealer Channel 4

advertising businesses in Tuyen Quang in the type of posters and conference guests This shows black tea products in Thai Nguyen almost no competition in the sales promotion activity, so businesses

do not have professional marketing team; this has made a big impact the consumption of the product

4.1.2 The efficiency of production and business of black tea producing enterprises in Thai Nguyen

Bảng 4.11 Margin / revenue of black tea producing enterprises in Thai Nguyen compared to black tea producing enterprises in Phu Tho and Tuyen Quang according to the forms of ownership in 2012

Unit: Percentage

Types of enterprises Thai

Nguyen

Phu Tho

Tuyen Quang

Private Enterprise 1,45 2,07 1,68

Limited Liability Company 1,55 2,4 1,34

Source: Enterprise Survey Results 2012

The table shows that margins per revenue is enterprises producing

of black tea in in Thai Nguyen of state-owned enterprises reached 3.05 in profit / 100 in revenue, lower than the rate profit / revenue of the enterprises producing of black tea in Phu Tho is at 1.10 in 2012 The main reason as to the effect of enterprises producing of black tea

in in Thai Nguyen is due to low management capacity of many businesses is limited scientific equipment obsolete technology

There's also a number of causes from the environment also influence the impact, reducing the competitiveness of enterprises producing of black tea in Thai Nguyen

4.2 Factors affecting the competitiveness of black tea producing enterprises in Thai Nguyen province

4.2.1 Economy factors

4.2.2 Interest on loans

4.2.3 Political and legal factors

4.2.4 Factors of science and technology

4.2.5 The threat of substitute products and services

4.2.6 The organizational level and management of human resources

4.3 The strengths, weaknesses, opportunities and threats of black tea producing enterprises in Thai Nguyen

4.3.1 Strengths

- The black tea producing enterprises in Thai Nguyen engaged in manufacturing and trading in well known raw materials region in the country Being blessed land, climate and rely on farming experience,

so processing is the Thai tea tree industry is strong, tea products have good quality

- Production of tea leaves and tea consumption in Thai Nguyen is ranked second in the country and tend to increase The tea businesses in the area have abundant labor force, low labor costs Thai Nguyen tea is famous for good quality, state protection for the province's tea brand

- The production cost is low in fresh tea leaves and growers'