The business potential for Vietnamese coffee in Scandinavian market
Nguyen, Toan Thu Nha (2012)
2012
All rights reserved
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2012053010744
http://urn.fi/URN:NBN:fi:amk-2012053010744
Tiivistelmä
The purpose of this paper is to illuminate light on the international trade between Vietnam and Nordic Countries in the Coffee market. This paper evaluates the position in both domestic and global markets, in perspective of Vietnamese Coffee in Exporting and Nordic Coffee in Importing. Apparently, the general impact from the Global market is studied in terms of: Global Value Chain and Market structures impacts on prices and demand.
Using value chain and five forces analysis as its primary methodology, this research identifies links in the value chain in Vietnam and the competitive market structure in Nordic countries. That have been developed in their respective coffee industries in order to help the new entrant Vietnamese Coffee improve its competitiveness, increase sustainability and respond to market demands. Furthermore it identifies current patterns of cooperation and competition threats among the other leading producers in production and quality of coffee. The fact is that Vietnam produces mainly Robusta, and the Scandinavian market prefer Arabica from Colombia, Brazil and some African Countries, as long as their tradition drinking. Because of different types of coffee imported, the competition between Vietnam and the others does not seem to be very intense.
Genuinely, it is not easy to make people reconcile themselves to different taste in a short time. However, there are still opportunities to find a certain market here in a direct or indirect strategy, by the fact that coffee roasters are willing to substitute Arabica beans for Robusta beans, as well as the willingness of consumers to buy and drink coffee blends. The needs of consumers are not limited, and they are more interesting in variety of taste. Moreover, Robusta is growing and more well known in the Central and Eastern Europe, especially the young people trend to Espresso. That is the hope for good Robusta prospects.
Using value chain and five forces analysis as its primary methodology, this research identifies links in the value chain in Vietnam and the competitive market structure in Nordic countries. That have been developed in their respective coffee industries in order to help the new entrant Vietnamese Coffee improve its competitiveness, increase sustainability and respond to market demands. Furthermore it identifies current patterns of cooperation and competition threats among the other leading producers in production and quality of coffee. The fact is that Vietnam produces mainly Robusta, and the Scandinavian market prefer Arabica from Colombia, Brazil and some African Countries, as long as their tradition drinking. Because of different types of coffee imported, the competition between Vietnam and the others does not seem to be very intense.
Genuinely, it is not easy to make people reconcile themselves to different taste in a short time. However, there are still opportunities to find a certain market here in a direct or indirect strategy, by the fact that coffee roasters are willing to substitute Arabica beans for Robusta beans, as well as the willingness of consumers to buy and drink coffee blends. The needs of consumers are not limited, and they are more interesting in variety of taste. Moreover, Robusta is growing and more well known in the Central and Eastern Europe, especially the young people trend to Espresso. That is the hope for good Robusta prospects.