Chiến lược marketing đối với hàng mây, tre đan xuất khẩu việt nam tt tiếng anh

VIETNAM ACADEMY OF SOCIAL SCIENCES
GRADUATE ACADEMY OF SOCIAL SCIENCES

NGUYEN VIET ANH

MARKETING STRATEGY FOR EXPORTING BAMBOO AND
RATTAN PRODUCTS IN VIETNAM

Major: International Economics
Major code: 9.31.01.06

SUMMARY OF DOCTORAL THESIS

HANOI - 2020


The thesis is completed at
GRADUATE ACADEMY OF SOCIAL SCIENCES

SUPERVISORS:
1. PROF. PHD NGO XUAN BINH
2. ASSOC.PROF., PHD DINH CONG TUAN

Reviewer 1: Assoc.Prof., Phd. An Nhu Hai
Reviewer 2: Assoc.Prof., Phd. Nguyen Quoc Thinh
Reviewer 3: Assoc.Prof., Phd. Nguyen Ngoc Thanh

The thesis shall be defended in front of the Thesis Committee at
Academy Level at Graduate Academy of Social Sciences
At...... hour....... date...... month...... year 2020

The thesis can be found at
- The National Library
- The Library of Graduate Academy of Social Sciences


INTRODUCTION
1. The necessity of the thesis
Over the past few years, the system of marketing strategy theory (marketing) has
been developing continuously. In the context of extensive and powerful
globalization, export marketing strategy theory requires a more integrated
approach to the concept and measurement of the factors that determine the
effectiveness of marketing strategy implementation. In order to conduct such an
approach, studies need to be adjusted and measured across different fields in
different countries in the implementation of marketing strategies. Currently, most
researches on new export marketing strategies have been conducted in developed
countries (such as the US, Canada and Western Europe), while developing
countries, especially in Vietnam, have not yet. Pay much attention to these studies.
The marketing strategies used in previous studies often reflect the strengths that
countries focus on exports. However, at present, in Vietnam, there is no adequate
and systematic research on the content of developing export marketing strategies
for export products of enterprises. In addition, studies often focus on developing
export marketing strategies, but little research on the implementation of export
marketing strategies. The research model relating to export marketing strategy,
especially the effectiveness of the implementation process, remains unique,
without comprehensive comprehension of all aspects of the scope of management
and management. business value. such as planning, implementation, and testing.
In addition, the expansion of business environment is usually done only in export
environment or import country environment. Studies of export marketing
strategies for rattan products have been conducted in Vietnam, not to mention
internal and external factors related to the development and implementation of

export marketing strategies. Internal and external factors are important inputs in
formulating strategies in general and export marketing in particular. In particular,
for rattan and bamboo, previous studies did not discuss the decision-making
process to formulate export marketing strategies for this item.
It can be said that in Vietnam, the assessment of the current state of the factors
influencing the marketing strategy for rattan and bamboo export is still open, thus
studying "Export marketing strategy for rattan products." , Vietnam bamboo and
rattan industry "with the aim of evaluating the implementation of export
marketing strategy and clarifying factors affecting the effectiveness of the export
marketing strategy for Vietnam's rattan and bamboo industry. clarifying the
process of implementing export marketing strategies in Vietnamese rattan and
bamboo enterprises.
2. Research purpose and research task
2.1 Research purpose

Overview of the rationale for export marketing strategy and the main
factors affecting the implementation of export marketing strategy, thereby
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sketching a model to understand the factors affecting the implementation of
marketing strategy. Exporting rattan and bamboo products in Vietnam, at
the same time, conducting a survey and analyzing the current situation of
implementing marketing strategies for exporting rattan and bamboo
products of Vietnamese enterprises and assessing the real situation of the
cooperative factors. impact on the implementation of this strategy. From
there, propose solutions to improve the implementation of marketing
strategy for exporting rattan and bamboo products of Vietnamese
enterprises in the coming time.
2.2 Research task:

Summary, analysis and establishment of a basic theoretical framework for
implementing export marketing strategies (CLMXK) for rattan, bamboo and rattan
products (MTTD) in Vietnamese enterprises.
Analyze and evaluate the current situation of implementing export quality for
rattan and bamboo products in Vietnamese enterprises in the current period
through primary and secondary data; point out the success, limitations and causes
of the limitations in implementing CLMXK on rattan and bamboo products in
Vietnamese enterprises.
Proposing solutions to improve the implementation of export quality for rattan
and bamboo products in Vietnamese enterprises to certain target markets, period
to 2025 and vision to 2030.
3. Research subject and research scope
3.1 . Research subject
The research object of the thesis focuses on theoretical and practical issues of
export quality with respect to rattan and bamboo products in Vietnamese
enterprises. Accordingly, the thesis focuses on the components of the model, the
content of implementing export quality for rattan and bamboo products in
Vietnamese enterprises in relation to factors of the marketing environment.
3.2 . Research scope
Regarding the content: Deploying exporting strategy marking for export
products of mobile phone enterprises is a combination of factors closely linked to
the content and is implemented under the management of marketing managers in
enterprises. Therefore, the research limits on the content synthesized by the author
in the theoretical model include: (1) Market analysis; (2) select the target market;
(3) implementing a mixed marketing strategy for export products; (4) Develop
marketing strategy resources for export products; (5) Checking and evaluating the
implementation of export quality of enterprises. Since then conduct evaluation of
the main factors affecting the implementation of export marketing strategies for
this item in Vietnamese businesses.
Research object: The research object of the thesis is enterprises exporting

rattan and bamboo products in Vietnam
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In terms of space, the thesis focuses on the practical implementation of
marketing strategies for exporting rattan and bamboo products of enterprises
operating in the Northern Delta region and some enterprises in the Central region
and Southern.
About the time for enterprise survey: from 1/2017 to 12/2017.
4. Theoretical and practical basis and research methodology
4.1 . Theoretical and practical basis
On the basis of dialectical materialism and historical materialism, the thesis
has applied the theory of export marketing as well as the theoretical basic system
of international economy, especially knowledge related to economic management,
export enterprise management in the context of integration associated with the
practical activities of enterprises producing rattan and bamboo products for
export.
4.2 . Research methodology
The thesis combines both main research methods, qualitative research
methods and quantitative research methods.
Specifically: The qualitative research method used in the thesis is decision
marketing system analysis (DSA) to formalize a process of interviewing managers
involved. at different stages of the same decision-making process from multiple
businesses. DSA allows systematic description of the strategic decision making
process. In addition, through in-depth interviews with experts, business
management directors, the author also built a set of indicators to measure the
factors affecting export marketing activities, thereby forming the table content.
surveying enterprises exporting rattan and bamboo products in practice.
The quantitative research method used here is to conduct enterprise sample
survey by questionnaire and use SPSS statistical software with processing and

analysis techniques such as: (1) descriptive data analysis 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.
4.3 . New scientific contributions of the thesis
Based on a comprehensive research on the implementation of export
marketing strategies for rattan and bamboo products of Vietnamese enterprises,
the thesis has made new contributions in terms of science as follows:
Based on the overview and systematization of relevant theories, the thesis has
conducted a survey and analyzed the current situation of implementing export
marketing strategies for rattan and bamboo products of Vietnamese enterprises,
thereby, export solutions to develop export marketing strategy for rattan and
bamboo in Vietnam. Thereby, the thesis contributes to supplementing the
theoretical and practical basis for implementing export marketing strategy
including issues related to export marketing activities such as market research,
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selection of target markets. and market positioning; policies to implement mixed
marketing strategies; resource allocation, inspection and evaluation of marketing
strategy implementation activities, and identification and modeling of factors
affecting the effective implementation of export marketing strategies.
5. Theoretical and practical contribution of the thesis
5.1 . Theoretical contribution of the thesis
The thesis contributes to adding useful knowledge to the current theory of
export marketing. The new point of the thesis compared with previous studies in
theory is expressed in 2 aspects:
Firstly, the thesis has identified and built a theoretical framework and laid out
research hypotheses and index systems (criteria) to measure factors affecting the

implementation of export marketing strategies, specifically. analysis of macro
environment, competitive environment and internal environment of exporting
enterprises.
Secondly, through the analysis according to the multivariate regression model,
the thesis shows the extent of the influence of the independent variables on the
dependent variable, thereby providing a functional model for developing export
marketing strategies.
5.2 . Practical contribution of the thesis
Through the research results, the thesis will help policy makers, business
executives, and people working in rattan and bamboo industry have a more
specific view about making development decisions. developing export marketing
strategy, especially, is necessary and useful for enterprises exporting rattan and
bamboo products. The research results will also be a document to help
policymakers have a better overview of the export market of rattan and bamboo,
thereby building policies that are constructive and supportive for businesses. in
finding and penetrating foreign markets from the stage of raw material supply to
production, and distribution of goods to consumers.
6. Structure of the thesis
In addition to the Introduction, Conclusion and Appendix, the thesis consists
of 4 chapters:
Chapter 1: Overview of research images related to the topic of the thesis
Chapter 2: Rationale, research model and research method
Chapter 3: Actual situation of implementing export marketing strategy for
rattan and bamboo products of Vietnamese enterprises.
Chapter 4: Solutions to develop marketing strategies for exported products of
Vietnamese rattan and bamboo enterprises.

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Chapter 1
OVERVIEW OF RESEARCH SITUATION RELATING TO
THE THESIS
1.1. Overview of reseach in marketing strategy
1.1.1. Domestic studies
In Vietnam, there have been many researches on export marketing strategies,
however, they are usually done within the framework of topics related to
marketing strategies in general or in association with international trade promotion
activities. of countries or to increase the quantity and value of exports for a certain
item, including some typical projects:
Development of export marketing strategy to the US market of Vietnamese
garment enterprises (2012, Statistical Publishing House, Hanoi) by authors
Nguyen Hoang Long, Nguyen Duc Nhuan.
In addition to books and publications on the basic theoretical framework of
export marketing, many dissertations also mentioned this content, including the
doctoral thesis of economics author Vu Tri Dung ( 2000), Export marketing of
Vietnamese businesses, theoretical and practical.
Another work that also analyzes export marketing strategies at both macro
and micro levels, as well as the experience of several countries that have been
systematically mentioned, is the author's doctoral economics thesis. Pham Thu
Huong (2004), Situation and solutions to promote international trade promotion
activities of Vietnam. Economic doctoral thesis by Le Minh Dien (2002),
Administration of export marketing strategies of Vietnamese commercial
enterprises, Trade Research Institutes,
- In general, Vietnamese researchers mainly focus on advising businesses to
understand and actively implement synchronously the contents of export
marketing strategy, in which, emphasizing the use of mixed marketing. as a major
tool to promote the export of goods.
In addition, a number of researches on marketing strategies for specific
agricultural commodities, such as the doctoral thesis of Do Quoc Dung (2010),

Solutions to implement marketing strategies for exporting Vietnamese peanuts to
2010. The article "Evaluation and solutions to develop marketing channels of
agricultural products" by Nguyen Van Luyen published in Trade Journal, No.
16/2004, is a remarkable study.
1.1.2. International studies
Export marketing is a topic that many foreign authors are interested in. In
particular, there are famous studies of authors such as Bilkey, Johanson, Terpstra,
Cateora, Kirpalani.
Discussion of export marketing activities with analysis of the business
expansion process from the domestic market to the international market, including
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the famous work of the author V.H. Kirpalani (1993), International Marketing
(International Marketing, Prentice Hall, 1993).
In addition, some works mention solutions to improve the effectiveness of
export marketing strategies, such as the book Difference - Exiting the competitive
herd (Diffirent, 2017, Labor - Social Publishing House) of Dr. Youngme Moon,
In addition, there are a number of in-depth works that discuss the close
relationship between the effectiveness of export marketing strategies and export
performance. Typically, the book Assessing Export Activities at the Enterprise
Level: Looking Back, Assessing and Developing, (Katsikeas et al. (2000)). In
addition, the research of Czinkota et al is included in the book International
Business (International business, 1996, The Dryden Press).
Collis (1991) in his work “Analysis on the resources of global competition: A
case study of bearing manufacturing”
Economic doctoral thesis "Strategic Marketing of exporting key agricultural
products of Lao PDR to 2020" (2016) published by Thatsanadeuane Khamkeo
1.2 Overview of reseach in marketing strategy for exporting bamboo and
rattan products

1.2.1 Domestic studies
The analysis of marketing strategies for exported products of traditional
Vietnamese trade villages can be mentioned as an economic doctoral thesis by
Tang Thi Hang (2018), Developing marketing strategies for products. exports of
traditional craft villages in the Red River Delta. Economic doctoral thesis of Tran
Doan Kim (2007), Marketing strategy for handicrafts and fine arts of Vietnamese
craft villages until 2010. Besides, there are also many studies on trade situation.
brand of Vietnamese handicrafts such as the research of Assoc.Prof.Dr. Nguyen
Huu Khai, Trademark of traditional handicrafts (2006, Labor - Social Publishing
House). In addition, many articles also mention this content such as the article
"Solutions to support branding of products of craft villages in Quang Binh"
published in Quang Binh Newspaper by Nguyen Van Phat (2013). The Vietnam
Chamber of Commerce and Industry has published a study entitled "The status of
domestic production and consumption of traditional Vietnamese handicrafts" by
Pham Van Dinh, Ngo Van Hai and other authors. associates implemented in 2002.
Trade Research Institute, Ministry of Trade has published Science Project
Code: 2002-78-015 on "Continuing to renovate policies and solutions to promote
product consumption of traditional trade villages in Northern Vietnam. period
2004 to 2010 "in 2004. The report" Assessing Vietnam's export potential "under
the Vietnam Trade Promotion and Export Development Project (VIE / 61/94) in
1994 gave make comments and assess export potential for commodity groups,
such as minerals and fuels; Sea food; agricultural; processing industry products
and handicrafts….
Doctor of Economic thesis "Marketing strategy for handicrafts of
Vietnamese craft villages up to 2010" by Tran Doan Kim (2007); Economic
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doctoral thesis of Nguyen Duc Nhuan (2010), "Developing garment export
marketing strategy into the US market of VINATEX enterprises", Ministry level

scientific project "Market research - Marketing in Vietnam's tea export
”conducted by Dr. Nguyen Thi Nhieu (project leader) in 2006, focusing on
analyzing the characteristics and development trends of the world tea market.
The author's book Nguyen Van Tho (2002, Ho 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
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- 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].
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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:
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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
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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
Tổng quan
Nghiên cứu nội dung triển khai chiến lược marketing xuất khẩu
Khảo sát dữ liệu thứ cấp và phân tích thực trạng về marketing XK MTĐ Việt Nam
Nghiên cứu lý
Nghiên cứu định tính
1. Hiểu được quá trình hoạch
định chiến lược marketing XK
2. Đưa ra mô hình nghiên cứu

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

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 nhân tố

Phân tích thị trường

Kiểm tra,

Xác định thị trường mục tiêu

đánh giá
hoạt động
triển khai

Chiến lược marketing mix
Kết quả nghiên cứu
Phân bổ nguồn lực
Kết quả đạt được

Đánh giá hoạt động triển khai chiến lược marketing
xuất khẩu đối với ngành hàng mây tre đan Việt Nam

Hạn chế và nguyên nhân

Kết luận và đề xuất giải
pháp thực hiện

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:

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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:
12


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
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 decisionmaking 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:
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

Diagram 2.1. Interview process
13

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


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
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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
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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,
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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.

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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 competitive
environment using a 5-person model The number includes: Current competitors;
potential competitors; alternative products; supplier pressure (for exporting country)
and customer pressure (for importing country); 3) analysis of internal corporate
environment. From these analyzes, the export rattan and bamboo enterprises build
export marketing strategies based on four marketing schemes, including: product
strategy, pricing strategy, distribution strategy and marketing strategy. Promotion.
These findings complement previous research results of several authors, such as Bui
Huu Duc (2009), Anderson & Buvik (2002) and Cavusgil et al (2004), and
Brouthers, LE, & Nakos. , G. (2005);
3.5. Conclusion
3.5.1 Achievement
Through the analysis of survey data and combined with field observations,
secondary information can be seen in recent years, enterprises producing rattan
and bamboo products for export have made achievements in the field. The export
marketing strategy for rattan and bamboo is as follows:
Regarding market analysis, rattan and bamboo export enterprises have
conducted thorough market research and analysis activities. Most of the scores
for this activity have reached above average. In particular, besides the
implementation of Market Research Activities, it also shows the awareness of
these businesses about the role and importance of market research.
Regarding market segmentation, target market selection and market
positioning, rattan and bamboo export enterprises have paid attention to these
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activities. The fact that some rattan and bamboo export enterprises actively find
niche markets through recommendations of trade promotion agencies and
organizations (VCCI, Vietnam Association of Rattan and Bamboo) shows this
activity. was taken seriously.Đối với việc triển khai các chiến lược marketing hỗn
hợp:
Regarding products, exported rattan and bamboo enterprises have confirmed
that they have made serious investments in researching suitable models and
materials to produce innovative and friendly products. environment friendly.
In terms of prices, rattan and bamboo export enterprises have been flexible
in formulating price policies in line with the market, the price policies have been
tied to the market more, promoting the advantage of rattan price. , Vietnam
woven bamboo.
The company's product distribution policy is quite diverse, in addition to
using traditional distribution channels, businesses have diversified distribution
channels through retail websites of Vietnam and the world.
Promotion policies have been paid more attention by investment enterprises.
There have been businesses actively participating in trade fairs. Through the
actual survey also showed that there are businesses actively writing PR articles
promoting images through trade promotion websites.
3.5.2 Limitation
Although market analysis activities have been more properly perceived,
businesses are still quite passive, not active in capturing information as well as
implementing activities to learn about customer needs. in depth.
In general, as analyzed, because the characteristics of Vietnam's rattan and
bamboo enterprises are mainly in craft villages, the awareness of marketing
activities is professional and effective. Especially awareness of implementation of
STP strategies, market segmentation, target market selection and market
positioning remains modest. Although Vietnam's handicrafts have certain brand

images in the international market, the export of rattan and bamboo enterprises
takes advantage and promotes this advantage to position their businesses. Its
target market is quite limited.
SUBCONCLUSION CHAPTER 3
In this chapter, in the first part, the thesis describes and generalizes the situation of
import and export of rattan and bamboo products on the world market as well as
in Vietnam. Next, the author analyzes the implementation of export marketing
strategies based on the inheritance of the results of the review, expert interviews,
and the flow chart of the implementation of export marketing strategies. exported
by DSA research method. Next, the thesis also identified the factors affecting the
marketing strategy for rattan and bamboo export. Specifically, the five factors of
the exporting country environment (Political-legal factors, Economic, Culturalsocial and technical-technological and competitive environment) have a positive
impact on the war. Export marketing strategy for rattan and bamboo products.
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However, the study did not find any difference in export marketing strategy
according to the characteristics of exported rattan and bamboo enterprises; The
five factors of the importing country's environment (political, legal, economic,
cultural, social, technical and technological factors) have a positive impact on the
export marketing strategy. rattan and bamboo products; The internal environment
of enterprises also has a positive impact on the export marketing strategy of rattan
and bamboo products.
Chapter 4
SOLUTIONS TO IMPLEMENT EXPORT MARKETING STRATEGIES
FOR BAMBOO AND RATTAN PRODUCTS OF VIETNAMESE
ENTERPRISES
4.1 Solutions to develop the current export marketing strategy
4.1.1. Solution to deploying market analysis
In the current process of our country's extensive international economic

integration, especially in the context of Vietnam's accession to the World Trade
Organization, the information issue has and will play a decisive role for the city.
in competition of Vietnamese goods and products on the international market.
Rattan and bamboo enterprises need updated information on the market to plan an
effective competition strategy, focusing on high potential products, supporting the
research and development of new products. One method that can be considered is
to establish a Database of Vietnamese rattan and bamboo products in general and
exported rattan and bamboo products in particular. In fact, as stated above, there is
no separate data on rattan and bamboo products, this database will provide
information which is investigated, collected, collected by this inter-database
management unit. compiled and published, various Web sites related to rattan and
bamboo stakeholder. For commercial information, especially secondary
information obtained from market surveys and market research, it is required that
anyone who wants to have information must pay for the purchase, the facility
manager. The data still needs to show the item's full name, name, summary of the
content and contact information for readers to know and if interested, contact the
information ownership agency to buy.
4.1.2. Implementing solutions to select target markets
In order to gradually reduce the dependence on one or several familiar
markets, direct the competitive advantage into niche markets based on the
advantages of price, quality, usefulness, time to supply businesses to choose.
Choose the right value to meet for different target markets. Therefore, in order to
penetrate deeper into the world market in addition to providing maximum benefits
to importers, it is necessary to pay attention to meeting the additional values for
final consumers:4.1.3 Solutions to implement a mixed marketing strategy for
export products
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4.2.3.1. Product policy

4.2.3.2. Price policy
4.2.3.3. Distribution policy
4.2.3.4. Promotion policy
4.1.4. Solutions to deploy resources for implementing export marketing
strategies
Firstly, enterprises have policies to support the training of managers and
craftsmen for businesses with a concentrated number, ensuring that all craftsmen
in the enterprises are trained carefully.
Secondly, businesses have financial solutions such as calling for foreign
investment capital, joint ventures, through which to learn new techniques, modern
technology equipment, advanced management qualifications. produce and
partially solve financial problems. Performing associate and merger with other
enterprises to increase the scale and efficiency of capital use and investment
efficiency.
4.1.5. Solution of checking and evaluating the implementation of export
marketing strategy
In fact, the current planning and implementation of marketing strategy for
export products of the EMs is limited, so the inspection has not been paid
attention. However, the SMEs can check the combination of marketing programs
that they implement: exhibitions, sales promotion .... In the coming time, when
they are fully aware of the importance of Applying to the life of enterprises, the
work, inspection and evaluation of the strategy implementation should be
conducted in parallel with the implementation process of the strategy.4.2. Đề xuất,
kiến nghị nhằm phát triển chiến lược marketing xuất khẩu
4.2.1. For state agencies
4.2.1.1. Complete the policy on management of exported rattan and bamboo
villages:
4.2.1.2. Complete policies on raw material areas for rattan and bamboo
production
4.2.1.3. Completing the trade policy and promoting trade and consumption of

rattan and bamboo products for export
4.2.1.4. Focus on supporting the branding of a number of traditional craft
villages with high market development potential
4.2.2. Improve the technical - technological factors
Thus, in order to implement the marketing strategy for exporting rattan and
bamboo products, researches and recommendations on solutions related to the
improvement of technical and technological factors to improve the export
marketing strategy for goods. rattan. Technology - technology is an extremely
important and breakthrough factor to develop rattan and bamboo production
enterprises in the direction of industrialization and modernization in order to
improve competitiveness in economic integration. world.
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4.2.3. Capacity building in enterprises exporting rattan and bamboo
Formulate a policy of training human resources towards a highly skilled labor
force; attracting the participation of artisans in labor training policies in order to
diversify models, preserve the artistic value of products, and raise product
competitiveness. Improving knowledge of market economy, international
economic relations, international trade; professional skills in foreign trade
operations, market research and international marketing, organization of
information collection and processing information, foreign language proficiency,
ability to communicate and negotiate well ...
Improving financial capacity through calling for foreign investment capital,
conducting associate and merger with other enterprises to increase the scale and
efficiency of capital use and investment efficiency.
SUBCONCLUSION CHAPTER 4
The marketing strategy of rattan and bamboo export plays an important role in
bringing rattan and bamboo products to the world. Therefore, the determination of
the process of implementing export marketing strategies and the factors affecting

the proper implementation of the strategy and the scientific and objective
solutions will create favorable conditions for this industry to develop. Fast
growing. Depending on the characteristics of each country, how to set the
direction and solutions in each period will be different. In order to export rattan
and bamboo export marketing strategies, orientations and solutions have been
developed in this chapter. The groups of proposed solutions are quite detailed,
focusing on addressing factors affecting the completion of the marketing strategy
for rattan and bamboo export.
CONCLUSION
After analyzing and evaluating theoretical and practical contents on
export marketing strategy for rattan and bamboo, the researcher draws some
important conclusions:
Firstly, the qualitative research results show the steps to implement the
marketing strategy for exporting rattan and bamboo products and the factors
affecting the marketing strategy for exporting rattan and bamboo products,
including: 1) Macro factors: Factors related to politics and law of Vietnam and
importing countries, Vietnam's economic environment and importing countries,
socio-cultural environment of Vietnam and importing countries import and
technical environment - technology Vietnam and the importing country; 2)
Competitive environment: Current competitors, potential competitors, substitutes,
supplier pressure (for exporting country) and customer pressure (for importing
country) password); 3) internal corporate environment: Product strategy, pricing
strategy, distribution strategy and promotion strategy.
The results indicated that the five factors of the exporting country
environment (Political-legal factors; Economic; Cultural-social; Technical and
competitive environment) have a positive impact on the marketing strategy. export
22


rattan and bamboo products. However, the study found no difference in export

marketing strategy for firm characteristics. Five factors of the importing country's
environment (political, legal, economic, cultural, social and technical factors and
competitive environment) all have positive impacts on the rattan export marketing
strategy. , woven bamboo. The internal environment of enterprises also has a
positive impact on the export marketing strategy of rattan and bamboo products (p
<0.05 and t> 1.96).
Secondly, based on the previous research models combined with the
actual implementation of export marketing strategy for rattan and bamboo
products for enterprises exporting this item, the thesis proposed a model. studying
factors influencing export marketing strategy of rattan and bamboo enterprises and
using collected data to build, test scales, hypotheses and linear regression
correlations of individuals. element. The results show that there are eleven factors
that correlate and influence the export marketing strategy of Vietnamese rattan
and bamboo exporting enterprises:
From the exporting country of rattan and bamboo products, the marketing
strategy of exporting rattan and bamboo products is most affected by domestic
political and legal factors, followed by technology and technology. followed by
socio-cultural factors, followed by economic and environmental factors and
finally by environmental factors.
In terms of rattan importing countries, marketing strategy of exporting
rattan and bamboo products is most influenced by technological factors of
importing countries, followed by economic environment factors of importing
countries. The next step is the competitive environment of the importing country,
followed by the political and legal factors of the importing country and finally the
social and cultural environment of the importing country.
Internal factors affecting the marketing strategy of exporting Vietnamese
rattan and bamboo products in which the internal environment of Vietnamese
rattan and bamboo exporting enterprises has a significant relationship to export
marketing strategy of rattan and bamboo products.
Thirdly, the evaluation of 4Ps of mixed marketing policy, "The

company's product policies are very diverse and suitable to the tastes of each
target market segment" is the criteria with the highest score among the 4 criteria.
evaluation of export marketing strategy for rattan and bamboo products. "The
pricing policy of the business is very flexible and consistent with the target
market segment", showing that businesses have a price policy, but the level of
flexibility and suitability for each type of market is still not high yet. “Enterprises
have diversified and flexible distribution policies in all countries” the results show
that enterprises perform well this criterion. "Promotion policies of enterprises are
very diverse with many forms for the characteristics of each market" showing that
the promotion policies of enterprises are not really flexible and attract customers'
attention.
23