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

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
Total
7
6
5
1
State-owned enterprise
2

1
-
2
Joint-Stock company
2
3
2
3
Limited Liability company
2
2
1
4
Private company
1
-
2
Source: results of enterprises survey
Table 3.2: The number of sample divided by capital scale
Unit: Enterprise
ON
Capital scale
Sample
Total
7
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
Very good
Good
Medium
Bad
The
number
of
people
Structure
(%)
The
number
of
people
Structure
(%)
The
number
of

people
Structure
(%)
The
number
of people
Structur
e (%)
Type 1
100
100
-
-
-
-
-
-
Type 2
-
-
90
90,0
10
10,0
-
-
Type 3
-
-
-

-
75
75,0
25
25,0
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
Thai Nguyen
6
2
1
-
Tuyen Quang
3
-
-
-
Phu Tho

7
4
-
1
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
Items
Unit
Business
State
Enterprise
Joint
stock
company
Limited
Liability
Company
Private
Enterprise
Fresh Tea
VND/Kg

19.600
22.500
20.600
21.400
Materials
VND/Kg
2.940
2.830
2.960
2.720
Administration
expenses
VND/Kg
800
850
960
890
Depreciation of
fixed assets
VND/Kg
760
870
1.110
1.180
Labor
VND/Kg
1.280
1.200
1.170
1.400

Other expenses
VND/Kg
1.290
1.500
1.670
1.300
Production
costs
VND/Kg
26.670
29.750
28.470
28.890
Price
VND/Kg
35.000
38.000
36.500
36.700
Profit
VND/Kg
8.330
8.250
8.030
7.810
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
Media
Posters
Fair
Customer
Conference
Leaflets
Thai Nguyen’s balck tea
producing enterprises
17,18
10,0
52,60
4,05
20,20
Phu Tho’s balck tea
producing enterprises

45,10
8,70
67,20
6,79
30,50
Tuyen Quang’s balck tea
producing enterprises
14,02
-
53,55
-
8,15
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
Channel 1
Product showroom





CONSUMER

Channel 2
The retailers
Channel 3
Wholesale dealer,
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
State Enterprise
3,05
4,15
-
Private Enterprise
1,45

2,07
1,68
Joint stock company
1,19
-
1,10
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'
income is high. Tea plantation, the competitive have the advantage
than other crops. The tea farmers based on experience, tend
restructuring varieties for high yield and quality.
In Thai Nguyen province has abundant labor force, low labor cost.
Furthermore, it also has many universities, colleges, vocational
training, this is where the supply of high quality labor.
Awareness of the competition management: Before strong
competitive pressure on human resources as flexible, dynamic,
forcing managers and employees of business enterprises constantly
improve professional skills, negotiation skills, commercial
transactions, market research, search distribution system,
implementation of trade promotion activities, fairs and exhibitions
participation Thanks to the capacity of leaders has contributed to
increased competitiveness, enhance the reputation of the enterprises in
the market.
4.3.2. The weaknesses
- The price is not high, mainly for domestic consumption (Tea

Corporation), the number of direct export to foreign countries is less.
- The scale of the businesses are small, and many businesses do
not pay attention to product development, packaging products,
categories not many models, not interested in promoting integrated
operations. Sale price is not high, the consumption of products
difficult because the market is mainly for domestic consumption,
exports are mainly primary products.
- Product quality has been uneven; product quality is poor, because
the processing technology is backward and not be focused on
investment. The level of workers is low. The majority is manual labor.
- Enterprises do not use all capacity of the factory; management
systems inconsistent quality tea and cooperation among enterprises
with tea growers are unsustainable.
- The difficulty of enterprises is to mobilize resources to serve the
business and expand production.
4.3.3. The opportunities
Trends in consumption of high quality tea products by consumers
are increasing. Safe Cleaning products are increasingly concerned.
Provincial People's Committee and the authorities are supporting
projects such as: Branding, geographical indications Guide to help
manufacturing facilities, clean tea processing and issuance
certification. Support entities of high commercial promotion. The
enterprises rapid accessibility to scientific and technical progress
through the joint ventureand association, attract foreign investment,
technology transfer.
- The potential market for black tea products is vast; there are
many opportunities for enterprises producing black tea can expand of
production and business. Participation in the process of international
economic integration, the more business conditions for receiving the
investment capital with many diverse forms.

- Major export markets have created more favorable conditions
for tea enterprises take advantage of opportunities to export products.
Farmers are planting tea structural change, which facilitates many
materials to cater for the processing of the enterprise.
Enterprises get more preferential policies of the state, local
governments, creating favorable conditions for enterprises to
development.
4.3.4. Threats
- The scale of the enterprise is not only small, poor physical
facilities but also scarcity of capital and raw materials.
- Labor skills and management level is not high, mainly based on
experience. Science and technology is backward not meet the
standard, low labor productivity, high input costs, quality can not
meet the needs of consumers, the competitiveness of enterprises is
still low.
- The consumption of products is difficult, product pricing is not
stable, condition transport infrastructure is limited, and the cost of
inputs for production is high. The abundance of beverage categories
in the market is not rich, not satisfied the demand draft to the
customer.
- The weaknesses and challenges have reduced the competitiveness
of enterprises producing black tea in Thai Nguyen province. This is a
basis for solution to enhance the competitiveness of enterprises
producing black tea market.

CHAPTER V
CONCLUSIONS, SOLUTIONS AND
RECOMMENDATIONS
5.1. Conclusions
a. Through the study we draw the following conclusions:

The thesis "Improving the competitiveness of black tea producing
enterprises in Thai Nguyen Province" has achieved some of the
following results:
The thesis codified rationales and practices to improve the
competitiveness of black tea producing enterprises in Thai Nguyen
Province.
Assess the true state of competitiveness of black tea producing
enterprises. The black tea producing enterprises in Thai Nguyen are
capable of competing factors of productivity, price and quality than
other black tea producing regions. Also black tea in Thai Nguyen has
advantages compared with other crops in the area of natural
conditions, land, labor and economic efficiency.
By studying the actual situation, the thesis has given the
fundamentals affecting the competitiveness of enterprises producing
black tea in Thai Nguyen. Production factors such as supply, market
demand, consumer organizations and policies.
5.2. Some solutions to improve the competitiveness of balck tea
producing enterprises in Thai Nguyen province
5.2.1. Improving the competitiveness of black tea products
a. Product strategic planning
b. Strategic planning for product price
c. Develop strategies for market
d. Strengthen promotion activities
e. Complete system of product consumption channel
f. Stable raw material supply
5.2.2. Improving business performance of black tea producing
enterprises
a. Renewal of the organization, leadership skills and workforce
b. Enhances creativity
c. Capacity building and technology innovation

d. Effective use of resources in the black tea producing enterprises
5.3. Recommendations
5.3.1. For State
- State policies are needed to support the price of tea seedlings for
tea farmers, infrastructure, and irrigation for the production of raw
tea. Support for the training of human resources, personnel
management, protection of industrial property rights, and support for
research and development activities.
- Need to have branding policy, geographical indications for the
Thai black tea products.
- The state should adopt policies to support trade promotion
activities products.
5.3.2. For agencies, Thai Nguyen provincial government
The province should have the option to improve varieties, to
plant many varieties of high yield, high quality: PH11, LDP1, pH8,
TRI11, creating favorable conditions for enterprises to implement
measures the authors mentioned in the thesis.
5.3.3. For black tea producing enterprises
- Promote market research, consumer tastes demand of
consumer products.
- Promote Marketing, advertising, referral, promotion products.
- Innovative technology and equipment to improve product quality.
- Maintain the traditional markets; expand market potential for
high price.