ABSTRACT
Objective: With the rapid growth of international business activities and globalization, exports play a crucial role in determining the survival and growth of enterprises. Although coffee is not a necessity, it is always considered one of the potential industries for sustainable development and export. In Vietnam, coffee is one of the key export commodities and the second-largest agricultural export.
Theoretical Framework: The study uses linear regression models to test the proposed research hypotheses.
Method: The study uses SPSS software to test the hypotheses. The study uses ANOVA indexes and regression coefficients to evaluate the indicators.
Results and Discussion: The coffee industry plays a significant role in the national economy, and the development of coffee export production has, is, and will continue to contribute greatly to the Vietnamese economy.
Research Implications: The EU is a large coffee consumption market, accounting for about one-third of global consumption. From 2010 to 2023, the EU coffee market remained stable, with slight growth at an average annual rate of 0.3% in volume.
Originality/Value: The signing of the Free Trade Agreement between Vietnam and the EU also opens greater opportunities for Vietnamese coffee exports to this market. With the commitment to eliminate tariffs under the EVFTA, Vietnamese coffee exported to the EU will have 93% of tariffs reduced to 0% immediately upon the agreement taking effect.
Keywords: International Trade, Import, Export, Coffee, Influencing Factor.
RESUMO
Objetivo: Com o rápido crescimento das atividades empresariais internacionais e a globalização, as exportações desempenham um papel crucial na determinação da sobrevivência e do crescimento das empresas. Embora o café não seja uma necessidade, é sempre considerado uma das indústrias potenciais para o desenvolvimento sustentável e a exportação. No Vietname, o café é um dos principais produtos de exportação e a segunda maior exportação agrícola.
Referencial Teórico: O estudo utiliza modelos de regressão linear para testar as hipóteses de pesquisa propostas.
Método: O estudo utiliza o software SPSS para testar as hipóteses. O estudo utiliza índices ANOVA e coeficientes de regressão para avaliar os indicadores.
Resultados e Discussão: A indústria cafeeira desempenha um papel significativo na economia nacional, e o desenvolvimento da produção de exportação de café contribuiu, é e continuará a contribuir grandemente para a economia vietnamita.
Implicações da Pesquisa: A UE é um grande mercado de consumo de café, representando cerca de um terço do consumo mundial. De 2010 a 2023, o mercado cafeeiro da UE permaneceu estável, com um ligeiro crescimento a uma taxa média anual de 0,3% em volume.
Originalidade/Valor: A assinatura do Acordo de Comércio Livre entre o Vietname e a UE também abre maiores oportunidades para as exportações de café vietnamita para este mercado. Com o compromisso de eliminar tarifas no âmbito do EVFTA, o café vietnamita exportado para a UE terá 93% das tarifas reduzidas para 0% imediatamente após a entrada em vigor do acordo.
Palavras-chave: Comércio Internacional, Importação, Exportação, Café, Fator de Influência.
RESUMEN
Objetivo: com o rápido crescimento das atividades empresariais internacional s e a globalizaçâo, as exportaçôes desempenham um papel crucial na determinaçâo da sobrevivencia e do crescimento das empresas. Embora o café nao seja uma necessidade, é sempře considerado uma das industrias potenciáis para o desenvolvimento sustentável e a exportaçâo. No Vietname, o café é um dos principais produtos de exportaçâo e a segunda maior exportaçâo agrícola.
Referencia! Teórico: O estudo utiliza modelos de regresión lineal para testar as hipóteses de pesquisa propostas.
Método: O estudo utiliza o software SPSS para testar as hipóteses. O estudo utiliza índices ANOVA e coeficientes de regresión para avahar os indicadores.
Resultados de la discusión: A industria cafeira desempenha um papel significativo na economia nacional, e o desenvolvimento da produçâo de exportaçâo de café contribuiu, é e continuará a contribuir grandemente para a economía vietnamita.
Implicaciones da Pesquisa: A UE é um grande mercado de consumo de café, representando cerca de um terço do consumo mundial. De 2010 a 2023, o mercado cafeeiro da UE permancccu estável, com um ligeiro crescimento a uma taxa média anual de 0,3% em volume.
Originalidade/Valor: A assinatura do Acordo de Comercio Livre entre o Vietname e a UE também abre maiores oportunidades para as exportaçôes de café vietnamita para este mercado. Corn o compromisso de eliminar tarifas no ámbito do EVFTA, o café vietnamita exportado para a UE terá 93% das tarifas reduzidas para 0% imediatamente após a entrada em vigor do acordo.
Palabras clave: Comercio Internacional, Importación, Exportaçâo, Café, Fator de Influencia.
(ProQuest: ... denotes formulae omitted.)
1 INTRODUCTION
Exporting coffee to the EU market also faces many challenges: the constant changes in the world, EU requirements for traceability of coffee origin, and competition with strong competitors such as Brazil, Colombia, etc. These difficulties require Vietnam to have appropriate solutions and policies to maintain its position in coffee exports. In light of these realities, in their article, the authors have studied the factors influencing coffee export activities and used the proposed research model to conduct a typical study on Vietnamese coffee exports to the EU market. The research results will contribute to theoretical foundations as well as provide recommendations for practical solutions to enhance coffee export activities in general and in Vietnam in particular in the future.
2 THEORETICAL FRAMEWORK
2.1 THEORETICAL BASIS OF COFFEE PRODUCT EXPORT ACTIVITIES
2.1.1 Theory of Commodity Export Activities
In the definition of commodity export, according to John J. Wild (2003) in "International Business - The Challenges of Globalization," it is stated that "Exporting goods from one country to another is considered as exporting goods."
According to Rakesh M. Joshi (2005) in a research work on international marketing activities, "An exporter is a person who sells products based in the exporting country... Exporting goods is understood as the process of selling products that have been produced in the exporting country to the international market through international trade activities."
In Vietnam, the concept of export has been studied and defined from various perspectives. According to Bui Xuan Luu (2001), "Exporting is the act of selling goods and services to foreign countries" (Textbook of Foreign Trade Economics, Labour and Social Publishing House). According to Nguyen Van Tuan (2008), "Exporting is a business activity extending across national borders or trading between countries on an international scale."
2.1.2 Overview of Coffee Products
Coffee is a type of beverage processed from roasted coffee beans, extracted from the fruit of the coffee plant. Coffee plant varieties originate from tropical regions of Africa and areas including Madagascar, Comoros, Mauritius, and Reunion along the equatorial belt. Subsequently, they are exported to countries worldwide and are currently cultivated in over 70 countries, primarily in regions near the equator in the Americas, Southeast Asia, India, and Africa.
In terms of structure, the coffee fruit consists of: the outer skin, pulp, mucilage layer, parchment layer, silver skin, and coffee bean. The fruit's outer skin is formed by a layer of small cellular tissue. The color of the outer skin when initially formed is green due to the presence of chlorophyll, which then disappears as the fruit ripens. The mature color depends on the coffee variety but is commonly red or yellow. In unripe coffee fruits, the pulp layer consists of hard tissue attached to the outer skin, and as the coffee fruit ripens, proteolytic enzymes break down the pectin chains, forming sugar compounds. At this stage, the pectin chains create a soft, juicy structure with high viscosity, commonly referred to as mucilage.
Currently, there are four main types of coffee beans in the market:
- Arabica Coffee Beans: Also known as "coffee cherries," these beans are slightly elongated, with a slightly acidic taste mixed with a mild bitterness, resulting in a light brown color when brewed. Grown at altitudes above 600m, suitable for cool climates, mainly cultivated in Brazil, accounting for two-thirds of the world's coffee production. Arabica coffee beans undergo fermentation after harvesting (soaking in water for blooming) followed by thorough washing and drying.
- Robusta Coffee Beans: Also known as "conillon coffee," with caffeine content ranging from 2-4%. Smaller than Arabica beans, Robusta coffee beans are directly dried without fermentation, resulting in a flavor profile considered inferior to Arabica, characterized by a strong, bitter taste and higher acidity. Grown at altitudes below 600m in tropical climates, hence cultivated in more countries (Vietnam predominantly cultivates this type), accounting for one-third of global coffee consumption.
- Culi Coffee: Also known as "peaberry," these coffee beans have a round, oval shape resembling peanuts, with a strong aroma and intense bitterness. Notably, the caffeine content in culi coffee beans is significantly higher than in Robusta or Arabica beans.
- Moka Coffee Beans: Moka coffee beans are relatively small, hard, irregularly shaped, ranging in color from greenish yellow to pale yellow. They have a slightly acidic taste and a distinctive aroma when brewed. Among coffee varieties, Moka coffee is the most challenging to cultivate, requiring meticulous care, susceptible to pests and diseases, and demanding specific environmental conditions and cultivation techniques. Moka coffee plants can only thrive at altitudes above 1500m, resulting in higher prices for Moka coffee in Vietnam compared to other types of coffee.
2.1.3 Characteristics of Coffee Export Activities
The characteristics of coffee export are based on common features of export and the specific attributes of coffee handicrafts. Specifically:
2.1.3.1 Export Market
The export market for coffee has its own characteristics, depending on the culture, region, and consumer preferences of each country or region. Europe is one of the largest markets with a strong coffee culture. Coffee is not just a beverage; it's also a lifestyle and an essential part of daily life in Europe. Europeans prefer high-quality Arabica coffee with diverse flavors.
Consumer demand and preferences also play a significant role in the coffee export market. There are various types of coffee worldwide, from Arabica to Robusta, each offering unique flavors and qualities. Consumer preferences vary over time and across local cultures. Some markets demand pure coffee beans and prefer delicate flavors, while others lean towards blended or strong-flavored coffee. Arabica offers fragrant aromas with enticing hints of flowers, fruit, chocolate, mild acidity, and lower caffeine content, making it suitable for daily consumption. Arabica has higher caffeine content compared to Robusta. European tastes favor Robusta coffee, while Americans tend to prefer a blend of Arabica.
2.1.3.2 Trade Barriers for Coffee Export
Coffee, one of the world's essential agricultural products, faces complex and challenging trade barriers. To overcome these obstacles, coffee-exporting countries and businesses must carefully understand each type of coffee, from structure to processing procedures, to determine suitable HS codes for export. They must also adhere to strict regulations regarding food safety and risk management to ensure product quality. Plant quarantine is another obstacle that the coffee industry must confront. To meet import requirements of various countries, coffee must have a plant quarantine certificate and comply with stringent customs procedures. Coffee can only pass plant quarantine inspections after being officially registered by importers.
2.1.3.3 Stability of Coffee
Agricultural products, including coffee, are influenced by numerous factors such as natural environment, political and social situations, and export-import policies of countries. Regarding natural factors, weather conditions, pests and diseases, soil, and seasonal variations affect coffee export activities, leading to fluctuations in prices, quality, and yield. Harsh weather conditions like drought and severe pest infestations can reduce coffee production, thereby lowering export volumes and potentially driving coffee prices higher. Additionally, coffee is typically harvested only once a year, concentrating supply in a specific period. This can lead to price declines due to oversupply or price increases during off-seasons when supply is limited. Particularly in years of bumper harvests, coffee prices may decrease due to pressure from traders. Moreover, the stability of coffee is also influenced by storage conditions, speculation, and market manipulation.
2.2 FACTORS AFFECTING COFFEE EXPORT ACTIVITIES
2.2.1 Natural Conditions
Coffee is greatly influenced by natural conditions such as climate (temperature, humidity, rainfall, light, and wind) and soil. These factors impact the growth process and subsequently dictate the productivity and quality of coffee.
The soil where coffee is grown must provide sufficient nutrients and have good drainage characteristics. Coffee plants thrive in fertile, organic-rich, friable soil with stable pH levels. Soil quality directly affects the flavor and quality of coffee beans.
Climate is a direct factor influencing the quality of coffee. Temperature, humidity, light, wind, and favorable or unfavorable rainfall affect the growth and productivity of coffee. Coffee is a sensitive plant to temperature and humidity. Warm climates with relatively high humidity promote healthy plant growth and contribute to characteristic flavors. Sudden changes in temperature or humidity can lead to fluctuations in the quality and flavor of coffee beans. Moreover, coffee requires even rainfall and sufficient sunlight for proper growth. Insufficient or excessive rainfall, as well as inadequate sunlight, can impact plant growth and the quality of coffee beans.
2.2.2 Competitors
Competitors are organizations or individuals capable of satisfying the needs of target customers with the same or substitute products. Competitors pose challenges to coffee exports by competing for market share through pricing, product quality, etc. These factors compel businesses to continuously improve quality and reduce prices to maintain attractiveness. The entry of competitors into the same market may reduce the market share of businesses, thereby leading to a decrease in the quantity of products exported.
2.2.3 Trade Barriers
Trade barriers refer to measures or actions that obstruct international trade. International trade barriers are complex and diverse because each country seeks to achieve its own interests. Furthermore, trade barriers are governed by both international legal systems and the laws of individual countries, which are utilized based on their circumstances. There are two types of trade barriers: tariffs and non-tariff barriers.
2.2.4 Regional Value Chain Linkages
Regional value chain linkages in agricultural production are considered a network connecting localities and regions to leverage the advantages and potential of each area to create value in production and processing. Regional value chain linkages help increase productivity, improve product quality, and contribute to local economic development.
2.2.5 GDP
GDP and exports are closely related. When a country's GDP increases, it leads to higher income for its citizens, resulting in increased consumption. This can drive the production of goods and services, and if domestic production is insufficient to meet demand, the country may need to import goods from other countries. Moreover, GDP growth is often accompanied by the expansion of the domestic market, creating new opportunities for exporters to expand production scale to meet increased demand.
2.2.6 GNI
GNI has a significant impact on exports. When a country has a high per capita income, consumer spending tends to increase. This also helps drive exports of goods to meet the consumer demand. Conversely, when a country has a low per capita income, tightening expenditure may slow down or restrict the consumption of imported goods from other countries.
2.2.7 Population
Population is not only limited to measuring the number of people but also opens up many opportunities and challenges in the field of economics and international trade in general and export activities in particular. The interaction between population size and export-import activities significantly contributes to the development and formation of export and import markets. Population growth and domestic consumption can create new opportunities and challenges, influencing the volume of exports and imports for both countries.
2.2.8 Geographic Distance
Geographic distance can affect transportation costs, time, product quality, etc., in coffee exports. When the distance between the exporting and importing countries is significant, export activities may face many obstacles. Transportation costs increase, which can raise the export cost and affect the competitiveness of the product in the international market. Additionally, longer transit times for coffee can reduce product quality and increase the risk of product damage or deterioration during transportation. Conversely, countries with closer geographic distances experience reduced risks regarding product quality and transportation costs, thereby promoting increased trade between them.
3 RESULTS AND DISCUSSION
3.1 OVERVIEW OF THE CURRENT SITUATION OF VIETNAMESE COFFEE EXPORTS
TO THE EU MARKET
3.1.1 The export turnover of coffee from Vietnam to the EU market
The coffee export turnover to the EU in 2010 reached 730 million USD, accounting for nearly 41.4% of Vietnam's total export turnover of this commodity throughout the year (1,763 million USD). Continuously from 2010 to 2012, the turnover increased to the figure of 1.3 billion USD. The major importing countries of coffee in the EU are Germany, France, the United Kingdom, Sweden, Austria... The achievement of exporting coffee to the EU is attributed to Vietnam becoming a member of the World Trade Organization (WTO), some technical barriers, anti-dumping lawsuits, and previous discriminatory regulations being abolished or restricted. The number of Vietnamese enterprises, including those meeting export standards to the EU market, increased due to the improvement in quality and food safety hygiene of goods.
However, by 2013, coffee exports to this market declined. The reason is attributed to the sovereign debt crisis in the European region, leading to a sharp decrease in coffee imports, consequently reducing export turnover. By 2014, exports recovered, with a turnover of 1.50 billion USD and a volume of 0.61 million tons. However, thereafter, the turnover declined again in 2015. There was improvement in 2016 with an increase of over 83% compared to 2015. However, from 2016 to 2020, turnover continuously decreased, reaching its lowest point in 2020 with a turnover of 0.99 billion USD. The reason given is that Vietnam's commodity exports have passed the hot development phase. Agricultural products such as coffee, cashews, mainly raw exports, were heavily affected by the sharp decline in world prices due to increased supply. Besides, the impact of the Covid-19 pandemic caused many countries to close their borders to control the disease...
Entering the period of 2021 - 2022, the coffee export market to the EU showed signs of improvement when the turnover in 2021 and 2022 reached 1.03 billion USD and 1.5 billion USD, respectively. The reason is the advantage from the EVFTA agreement, as well as better compliance with current regulations and standards in exporting coffee to the EU, which has led to an increase in coffee export volume to the EU market in these years, thereby resulting in increased export turnover.
3.1.2 The market share of Vietnam's coffee exports to the EU
The structure of Vietnam's coffee exports to countries within the EU region is highly diversified. Among them, Germany holds the largest share at 36.2%, being the most important market for Vietnam's coffee exports. Following are Italy, accounting for 19.1% market share, Belgium with 17.3%, and Spain with 13.2%. These countries play a significant role in receiving coffee from Vietnam and contribute to the coffee industry's export revenue.
Considering the fluctuations in Vietnam's coffee export turnover to the EU market, most countries have experienced growth. Among them, France has the highest growth rate at 107%, followed by Romania with 100% and Belgium with 94%. However, two countries have witnessed a decline in Vietnam's coffee export turnover, namely Italy with a decrease of 9.74% and Finland with a decrease of 1.21%.
Overall, the structure of Vietnam's coffee exports to EU countries is widely distributed, with significant participation from Germany, Italy, Belgium, and Spain. Although Vietnam's coffee market share in the EU has decreased in recent years, coffee exports from Vietnam have still achieved growth in both volume and value, demonstrating the diversity and interest of EU markets in Vietnamese coffee.
3.2 PROPOSED RESEARCH MODEL ON FACTORS INFLUENCING VIETNAM'S COFFEE EXPORT ACTIVITIES TO THE EU MARKET
To facilitate the research, the research team conducted a survey and collected 50 survey samples. With the survey results obtained, the research team inputted them into the SPSS software and obtained the following quantitative research results:
Factor table after conducting Cronbach's Alpha test and exploratory factor analysis (EFA):
3.3 LINEAR CORRELATION BETWEEN INDEPENDENT AND DEPENDENT VARIABLES
The linear correlation relationship between 'Trade Barriers' (F_RCTM) and the dependent variable FTHXK has a significance of < 0.05 and 0 < r = 0.497 < 1. This indicates that the independent variable FRCTM has the strongest linear correlation with F THXK based on the determination of r.
The linear correlation relationship between 'Scientific and Technological Advances' (FKHKT) and the dependent variable F THXK has a significance of < 0.05 and 0 < r = 0.473 < 1. This shows that the independent variable F KHKT has the second strongest linear correlation with F THXK based on the determination of r.
The linear correlation relationship between 'Regional Integration in Value Chains' (F_LKV) and the dependent variable F THXK has a significance of < 0.05 and 0 < r = 0.448 < 1, indicating that the independent variable F_LKV has a linear correlation with F THXK.
The linear correlation relationship with the independent variable 'Competitors' (FDTCT) is linearly correlated with F THXK because it has a significance of < 0.05 and 0 < r = 0.428 < 1.
Similarly, the independent variable 'Natural Conditions' (F_DKTN) is linearly correlated with F THXK because it has a significance of < 0.05 and 0 < r = 0.419 < 1.
3.4 LINEAR CORRELATION WITH INDEPENDENT VARIABLES:
The significance of the correlation between independent variables is all less than 0.05, indicating that they are all correlated with each other. All pairs of independent variables have relatively weak correlations with each other, so there is a high probability that multicollinearity will not occur.
3.5 REGRESSION ANALYSIS
After conducting Pearson correlation analysis, the author observed that all independent variables have a correlation with the dependent variable, so regression analysis will be continued.
In the Model Summary table, the Adjusted R Square coefficient (adjusted R-squared) is 0.552, reflecting the degree of influence of the independent variables on the dependent variables. Specifically, the 5 independent variables included in the regression analysis account for 59.6% of the variation in the dependent variable, while the remaining 40.4% is attributed to external variables not included in the model and random errors. Since the adjusted R-squared value approaches 1, the model is considered meaningful.
The Durbin-Watson coefficient (DW) is 2.078, which falls within the range of 1.5 to 2.5, indicating no linear correlation between the independent variables.
The purpose of the F-test in the ANOVA table is to determine whether this linear regression model is applicable and applicable to the population.
Specifically, in this case, the significance value (Sig.) of the F-test is 0.000 < 0.05. Therefore, the linear regression model constructed is suitable for the population.
The variable F_LKV has a significance value (sig) of the t-test equal to 0.189 > 0.05. Therefore, this variable is not significant in the regression model, or in other words, it does not influence the dependent variable FTHXK. The remaining variables, including FRCTM, FKHKT, FDTCT, and FDKTN, all have t-test significance values smaller than 0.05.
The Variance Inflation Factor (VIF) of the independent variables is smaller than 2, indicating no multicollinearity issue.
The regression coefficients of the remaining four variables are all greater than 0. Therefore, all the independent variables included in the regression analysis have a positive impact on the dependent variable. Based on the magnitude of the standardized regression coefficients (Beta), the order of the impact from strongest to weakest of the independent variables on the dependent variable F THXK is: KHKT (0.261) > DTCT (0.234) > RCTM (0.226) >DKTN (0.213).
The linear regression equation is written as follows:
...(1)
From the research results above, the research model can be adjusted as presented in the figure below:
4 RECOMMENDATIONS
4.1 REDIRECTING COFFEE PROCESSING TO ENHANCE EXPORT VALUE
Deep processing coffee products such as instant coffee, roasted and ground coffee, coffee powder, canned coffee, etc., are important measures to enhance the competitiveness of Vietnam's coffee exports while establishing the Vietnamese coffee brand in the international market. Therefore, instead of massive export of raw coffee beans, businesses should shift their focus to building preservation and processing systems after harvesting, especially deep processing, to produce refined products with high commercial value. Enterprises need to study market demand while investing in advanced technology chains to improve production capacity. Applying global standards in quality management and food safety hygiene such as BRC ISO 22000 contributes to adding deep value to Vietnam's coffee products. Furthermore, products meeting VietGap, Global GAP standards will increase the proportion of coffee meeting requirements for export in terms of appearance and quality. Therefore, deep processing will help utilize these products as raw materials for processing. Deep understanding of the direction of developing the domestic coffee industry for export and the position of the coffee industry globally, hence it is necessary to expand and accelerate the modernization process of processing various coffee products to improve quality and value.
4.2 DEVELOPING VIETNAMESE COFFEE PRODUCTS FOCUSING ON QUALITY STANDARDS AND FOOD SAFETY HYGIENE ACCORDING TO THE STRICT STANDARDS OF THE EU
The requirements of the EVFTA free trade agreement between the EU and Vietnam, along with the high demands for the quality of coffee exports from the EU, pose a significant challenge to Vietnam's coffee industry. To meet these requirements, the development of Vietnamese coffee products needs to be closely linked to quality standards and food safety hygiene according to the strict standards of the EU. The EU market is considered a demanding market and requires strict compliance with regulations on plant quarantine and food safety hygiene management. This requires Vietnamese coffee products to undergo a strong transformation in quality. Applying cultivation standards such as VietGAP, Global GAP is necessary to ensure compliance with these requirements. Currently, Vietnamese coffee production still tends towards small-scale and farmers do not have sufficient understanding of advanced techniques to improve productivity and product quality. Moreover, access to technology for building product traceability processes is still limited. Therefore, to meet the requirements of the EU and leverage the free trade agreement, businesses need to establish partnerships with farmers and create cooperative models. This helps facilitate the application of technology into the cultivation and harvesting process. Businesses can provide resources, training, and technical support to farmers while ensuring the application of quality and food safety standards. By building close cooperation between businesses and farmers, the application of technology can be more effectively implemented. This not only helps improve the quality and value of exported coffee but also facilitates Vietnam's deeper penetration into the demanding EU market.
4.3 INTRODUCING SOURCE TRACING TECHNOLOGY INTO THE COFFEE CULTIVATION, PRODUCTION, AND PROCESSING PROCESS
The EU applies strict regulations to ensure food safety and control imports. Customs procedures include quality inspection, plant quarantine, and compliance with food safety regulations, etc. Exporting coffee to the EU requires businesses to provide certificates such as the Certificate of Origin to confirm that the coffee is produced in Vietnam, and the Certificate of Food Safety to meet EU food safety standards. Moreover, businesses should introduce source tracing technology into the coffee cultivation, production, and processing process, and implement quality management systems such as ISO 9001 and ISO 22000. These systems help ensure compliance with standard procedures and regulations, from planting, harvesting, processing to packaging and transporting products. Source tracing technology is also applied to monitor the coffee production process from origin to consumers. This system allows recording information about the season, cultivation stages, fertilizer and pesticide use, processing, and packaging. This information can be accessed by relevant parties, including consumers, to check and verify the origin and quality of the product. Introducing source tracing technology into the coffee cultivation, production, and processing process not only meets market requirements but also creates transparency and reliability for consumers. This can help enhance the brand value and expand the coffee export market of Vietnam, especially to the EU.
4.4 VIETNAMESE ENTERPRISES NEED TO PROACTIVELY UNDERSTAND THE GUIDELINES OF THE AGREEMENT, CONDUCT THOROUGH RESEARCH, EVALUATE THE STANDARDS OF GOODS EXPORTED TO THE EU MARKET
To promote Vietnam's coffee exports to the EU market in the context of increasingly stringent trade barriers, enterprises need to proactively understand the guidelines and regulations of the Agreement, conduct thorough research, and evaluate the standards of goods exported to the EU market. The requirements from this market are often very stringent and challenging to meet. At the same time, taking advantage of opportunities from the Agreement, enterprises need to bear certain costs, such as ensuring rules of origin, requirements for local content, changing sourcing, instead of importing foreign goods, they can purchase locally to ensure advantages when committing to the Agreement. In addition, from the overall objectives and strategies, enterprises need to develop business plans for the medium and long term to cope with the changing situation of the international market, especially the EU market, while developing commercial forms based on online platforms to ensure economic recovery after the pandemic and adapt to the current 4.0 technology trend.
4.5 STRENGTHENING CONNECTIONS AND REGIONAL LINKAGES, VALUE CHAIN CONNECTIVITY; RESEARCHING AND SEIZING FAVORABLE CONDITIONS OF NEW-GENERATION FREE TRADE AGREEMENTS SUCH AS THE EU-VIETNAM FREE TRADE AGREEMENT (EVFTA)
To enhance connections and regional linkages, value chain connectivity, and research and seize favorable conditions of new-generation free trade agreements such as the EU-Vietnam Free Trade Agreement (EVFTA), coffee exporting enterprises need to establish partnerships with other coffee industry businesses in the region. Businesses can establish strategic alliances to share resources, techniques, and customers. By collaborating in research and development, businesses can jointly improve production processes, enhance product quality, and develop unique coffee products to meet the specific needs of the European market. This will help create a strong value chain and promote the competitiveness of coffee businesses in the region. In addition, businesses can also utilize local supply sources to build a sustainable and independent supply chain. Instead of importing raw materials from afar, they can seek local coffee suppliers and promote the use of local raw materials in the production process. This not only helps create jobs and develop the local economy but also reduces dependence on remote supply sources. Moreover, using local raw materials can also add value to coffee products, as EU consumers are increasingly concerned about the origin and quality of the products they consume.
4.6 TRAINING HUMAN RESOURCES IN FOREIGN TRADE TECHNICAL SKILLS, TRAINING, DEVELOPING FORECASTING AND ANALYSIS SKILLS, PRICE DETERMINATION, MARKET SUPPLY AND DEMAND
Training human resources in foreign trade technical skills and understanding market supply and demand plays a crucial role in enhancing the quality and forecasting capabilities of coffee industry employees. This ensures that they have sufficient knowledge and skills to understand and forecast prices, market supply and demand, as well as other factors affecting the industry. The process of training in foreign trade technical skills broadens employees' understanding of coffee import-export, customs procedures, and related legal regulations. Therefore, it helps them adhere closely to procedures and laws, optimize transactions and transportation of coffee in the international market in general, and the EU market in particular. Additionally, training and developing forecasting and analysis skills are essential for employees to evaluate and forecast coffee prices, market supply and demand, and consumption trends.
Market analysis, price determination, and forecasting tools help them gain deep insights into the coffee market situation, thereby making informed decisions about purchasing, storing, and marketing products. Moreover, training on factors affecting the coffee industry, such as weather, climate change, soil quality, and socio-economic factors, also plays a crucial role. Employees need to master knowledge to identify and respond flexibly to potential fluctuations and risks, enabling them to make appropriate decisions to protect and enhance the quality of coffee.
5 CONCLUSION
Research shows that coffee exports Vietnam has many advantages compared to EU countries. We need highly technical process improvements according to EU standards, increasing investment in processing deep, chain production, guaranteed conditions facts about traceability, construction and development. Developing Vietnamese coffee brands. Know commercial advantages and our standards will increase coffee exports to the market difficult EU and other difficult markets.
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Abstract
Objetivo: Com o rápido crescimento das atividades empresariais internacionais e a globalização, as exportações desempenham um papel crucial na determinação da sobrevivência e do crescimento das empresas. Embora o café não seja uma necessidade, é sempre considerado uma das indústrias potenciais para o desenvolvimento sustentável e a exportação. No Vietname, o café é um dos principais produtos de exportação e a segunda maior exportação agrícola Referencial Teórico: O estudo utiliza modelos de regressão linear para testar as hipóteses de pesquisa propostas. Método: O estudo utiliza o software SPSS para testar as hipóteses. O estudo utiliza índices ANOVA e coeficientes de regressão para avaliar os indicadores. Resultados e Discussão: A indústria cafeeira desempenha um papel significativo na economia nacional, e o desenvolvimento da produção de exportação de café contribuiu, é e continuará a contribuir grandemente para a economia vietnamita. Implicações da Pesquisa: A UE é um grande mercado de consumo de café, representando cerca de um terço do consumo mundial. De 2010 a 2023, o mercado cafeeiro da UE permaneceu estável, com um ligeiro crescimento a uma taxa média anual de 0,3% em volume. Originalidade/Valor: A assinatura do Acordo de Comércio Livre entre o Vietname e a UE também abre maiores oportunidades para as exportações de café vietnamita para este mercado. Com o compromisso de eliminar tarifas no âmbito do EVFTA, o café vietnamita exportado para a UE terá 93% das tarifas reduzidas para 0% imediatamente após a entrada em vigor do acordo.