Tea Marketing Dissertation Minh Huynh

The marketing strategy of
Vietnam’s tea products: current situation and ways for improvement

Table of Contents
Table of figures 4
Abstract 5
1 Introduction 5
1.1 Research background 5
1.2 Rationale for the topic 6
1.3 Research objectives 7
1.4 Research questions 7
1.5 Research significance 8
1.6 Research limitations 8
1.7 Research structure 8
2 Literature review 9
2.1 Marketing strategy 9
2.1.1 Definition of marketing strategy 9
2.1.2 Factors influencing marketing strategy 10
2.2 Developing marketing strategy 11
2.2.1 Theories of marketing strategy 11
2.2.2 Analysis tools 12
2.3 Overview of Vietnamese tea industry 17
2.3.1 The development of global tea industry 17
2.3.2 The development of Vietnamese tea industry 19
3 Methodology 21
3.1 Research design 21
3.2 Secondary research 23
3.3 Qualitative research 24
3.4 Data analysis 25
3.5 Practical and ethical considerations 26
4 Discussions and findings 28
4.1 Industry analysis 28
4.1.1 Environmental scanning – PESTLE analysis 28
4.1.2 Competition analysis – Five Forces analysis 29
4.1.3 Competitive advantages defining – SWOT analysis 30
4.2 Analysis of marketing strategy currently applied by Vietnamese tea companies 32
4.2.1 Domestic market 32
4.2.2 International markets 34
5 Conclusion and recommendation 38
5.1 Conclusion 38
5.2 Recommendation 39
References 42

Table of figures
Figure 1: Product market growth matrix 10
Figure 2: The marketing environment 11
Figure 3: The stp of marketing segmentation 12
Figure 4: Porters’ five forces 13
Figure 5: Major media types of advertising 16
Figure 6: Tea Growing area from 2000 to 2009 (1oooha) 18
Figure 7: Model of inductive method 22
Figure 8: Research process 23
Figure 9: Advertising cost of vinatea during 2005-2008 33
Figure 10: STRUCTURE IN tea exporting of Vinatea 34
Figure 11: Structure in Vietnamese tea exporting in 2010 34

Abstract
Stepping into 2013, along with many successes brought back, the tea industry still has met many difficulties

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