THAI NGUYEN UNIVERSITY UNIVERSITY OF AGRICULTURAL AND FORESTRY ------------------------- NGUYEN HOANG VIET ANH Project title: “MARKETING TEA PRODUCT OF HAO DAT COOPERATIVE IN THAI NGUYEN CITY” BACHELOR THESIS Study Mode : Full-Time Major : Agriculture Economics Faculty : International Programs Office Batch : 2018 - 2022 Thai Nguyen, March 2022 THAI NGUYEN UNIVERSITY UNIVERSITY OF AGRICULTURAL AND FORESTRY ------------------------- NGUYEN HOANG VIET ANH Project title: “MARKETING TEA PRODUCT OF HAO DAT COOPERATIVE IN THAI NGUYEN CITY” BACHELOR THESIS Study Mode : Full-Time Major : Agriculture Economics Class : K50 – Agricultural Economics Faculty : International Programs Office Batch : 2018 – 2022 Supervisor : Assoc. Nguyen Thi Gam Thai Nguyen, March 2022 1 ACKNOWLEDGEMENT With the agreement of the Board of Directors of Thai Nguyen University of Agriculture and Forestry, the board of directors of the Advanced Program Office, and the instructor Assoc. Nguyen Thi Gam, I carried out the project "Marketing tea product of Hao Hat cooperative in Thai Nguyen”. To complete my thesis, I received the enthusiastic guidance of the teacher Assoc.
Nguyen Thi Gam and the support of the entire Hao Dat Tea cooperative, Thai Nguyen city. On this occasion, I would like to express my deep gratitude to the teacher Assoc. Nguyen Thi Gam who guided the topic, and all the teachers and staff of the Advanced Program Office. I would like to express my sincere thanks to all staff, friends, teachers, and family members who have encouraged and supported me throughout my study process and completed my thesis.
In the process of making my graduation thesis, due to my limited experience and knowledge, I will inevitably make mistakes and make, which look forward to the participation and comments of my teachers and students to make my thesis more complete. Thank you sincerely! Thai Nguyen, Dec 27, 2022 Student Nguyen Hoang Viet Anh 1 LIST OF TABLES Table1. Tea export in 2020. 41 2 LIST OF PICTURES Figure 1.
Factors affecting the price decision. The process of determining the price for the first time. Location map of Tan Cuong commune, Thai Nguyen city. Satellite map of Tan Cuong commune, Thai Nguyen city.
Hao Dat Tea Cooperative. Flowchart of the production process .Diagram of the parts of the enterprise/cooperative. 60 3 TABLE OF CONTENTS ACKNOWLEDGEMENT. 1 LIST OF TABLES.
2 LIST OF PICTURES. 3 TABLE OF CONTENTS. Objectives of the study. Meaning of the topic.
Meaning in learning and research. Meaning in practice. 11 PART 2: OVERVIEW OF RESEARCH ISSUES. Overview of tea plants.
Economic overview and cooperatives (cooperatives). Principles of business administration of cooperatives. Situation of tea production in Vietnam. Situation of tea production in Thai Nguyen province.
42 PART 3: RESEARCH SUBJECTS, CONTENTS, AND METHODS. Methods of investigation to collect data. 47 PART 4: RESULTS AND DISCUSSION. General assessment of the study site and the cooperative where the study is located.
Tea development situation in Tan Cuong commune, Thai Nguyen city. Overview of Tan Cuong commune. Overview of Hao Dat Tea Cooperative. Evaluation of the scale, resources, and business activities of Hao Dat tea cooperative.
Capital resources, area and facilities. Human resources of the cooperative. Overall assessment of production and business activities. Assessing the current status of marketing activities of the cooperative.
Building a production process for safe raw material tea areas. Build product characteristics. Standardization of the tea processing process. Research the types of packaging for tea products.
Building and perfecting product brands. Build customer service. Integrated marketing communication. Shortcomings in organizing marketing activities at Hao Dat tea cooperative.
81 PART 5: CONCLUSIONS AND RECOMMENDATIONS. For local government. With members of Hao Dat Tea Cooperative. With the leader of Hao Dat Tea Cooperative.
94 5 ABSTRACT This thesis focuses on clearly analyzing the organization and operation, resource conditions, actual situation of production, business and marketing activities at Hao Dat tea cooperative, Tan Cuong commune, Thai Nguyen city. On that basis, the thesis can research and propose marketing solutions to help cooperatives do business effectively, promote their potentials and strengths, overcome difficulties and obstacles in tea production and business. Question Cooperatives increasingly clearly show their role in socio-economic development, especially the agricultural economy, by creating more jobs, and increasing income sources for workers and a large number of people. disadvantaged in society in rural areas, contributing to ensuring social security, safety, order, and safety, building great solidarity of the whole people.
In addition, the cooperative has the well-mobilized human and physical strength to solidify agricultural infrastructure and build new rural areas. This is the essence and true value of the cooperative economy. Many new-type cooperatives and specialized cooperatives have been established, which have promoted their leading role in supporting local members to develop effectively and sustainably. Vietnam has an advantage in tea production, especially in the Thai Nguyen province.
This is also one of the leading export agricultural products of our country. Thai Nguyen tea area is one of the key tea regions of the country, with a tea area of more than 22,300 hectares, of which processing output reaches 37,400 tons, industrial processing reaches 6,385 tons, equaling 17% of total output (Ministry of Agriculture and Rural Development in 2020. Vietnam tea industry: Situation and solutions) identifying tea as a key crop of the province, in recent years Thai Nguyen has taken measures to improve the yield and quality of tea to meet VietGap standards. Currently, the province has 15 models according to VietGap standards in Dai Tu, Dinh Hoa, Dong Hy, Vo Nhai, Pho Yen, Phu Luong, and Thai Nguyen city districts, with a total area of about 200 hectares.
Especially 7 famous for the Tan Cuong tea area in Thai Nguyen City, mainly concentrated in 3 communes of Tan Cuong, Phuc Ha, and Phuc Triu. Currently, the tea industry produces domestically and reaches out to the world. Over the years, the tea industry has brought significant economic value to society, created many job opportunities, increased incomes, improved people's lives, and contributed to the development of agriculture. However, in the context of integration and the impact of the Covid-19 pandemic, the tea industry is facing many difficulties and challenges; about 90% of tea output is exported in raw form, at low selling prices, and consumed under the brand name of the importer.
Along with that, marketing activities still have many limitations and shortcomings. Up to now, Hao Dat Tea Cooperative has 30 members, with more than 10ha of natural tea area, which focuses on applying scientific and technical advances to safe tea production according to VietGAP standards to ensure the source of input tea materials. Hao Dat Tea Cooperative consistently achieves high quality, ensuring food safety and hygiene criteria. In addition to displaying, introducing, and selling products at the place of production, introducing and promoting on websites, Hao Dat Tea Cooperative also promotes trade promotion activities such as Participation in fairs and exhibitions in and outside the province.
The product lines of Hao Dat tea have affirmed the brand reputation in the domestic market 8 and some countries such as China, and Taiwan,. by high quality, ensuring food safety and hygiene. Currently, the cooperative has three main products, including Moc cau tea, Tom non tea, and Dinh tea, rated at 04 stars OCOP, in which Tom non tea is a 01/20 product that has been evaluated and classified by the council. National OCOP product rating proposed for 5-star recognition.
Due to the nature and characteristics of products and the Vietnamese New Year holidays, the issue of appropriate marketing is also a problem in general for the Vietnamese tea industry and the Hao Dat Tea Cooperative. Facing the epidemic situation in recent years, the cooperative's marketing faced many difficulties.[3] Therefore, in the coming time, the tea industry needs to implement many solutions synchronously to innovate in marketing activities. Starting from the above practice, I researched the topic: " Marketing tea product of Hao Dat cooperative in Thai Nguyen city " 1. Objectives of the study 1.
Overall objectives Through research, the thesis focuses on clearly analyzing the organization and operation, resource conditions, and current status of production and business activities and marketing activities at Hao Dat Tea Cooperative, Tan Cuong, Thai Nguyen. On that basis, the thesis can research and propose marketing solutions to help cooperatives 9 produce and do business effectively, promote their potential and strengths and overcome difficulties and obstacles in tea production and business in the following years. Specific objective - To evaluate the current of marketing tea products at Hao Dat Tea Cooperative in Thai Nguyen province. - To propose some solutions to improve efficiency in marketing activities at Hao Dat Tea cooperative soon 1.
Meaning of the topic 1. Meaning in learning and research - Studying the topic helps students consolidate the basic knowledge and knowledge trained at the school, and at the same time, creates conditions for students to have the opportunity to access real-life knowledge. - Researching the topic is the basis for students to apply the knowledge they have learned in practice creatively. Students need to see the basic knowledge that needs to be supplemented to be suitable for the following real work.
- Research topics to promote students' self-discipline, active learning, and research. Improve the spirit of inquiry, learning, creativity, and ability to apply knowledge and synthesize, analyze, evaluate situations, and orient ideas in practical conditions. - Researching the topic is an opportunity for each student to apply what they have learned in scientific research, which is the basis for forming research ideas in the field of developing indigenous medicinal plants later. Meaning in practice - The research results of the topic provide marketing solutions in tea production and business activities of the cooperatives to help the units produce and trade effectively, promote their potential, and strengths, and overcome challenges.
overcome difficulties and obstacles in the process of tea production and business. - The research results are the reference base for the tea production cooperatives in Thai Nguyen province and the Hao Dat tea cooperative in particular for reference and application. 11 PART 2: OVERVIEW OF RESEARCH ISSUES 2. Overview of tea plants Green tea is one of the specialties of Vietnam, distributed in areas with suitable ecological conditions for the growth and development of the plant.
Green tea is a drink with many uses that many customers choose. The origin of the tea plant is one of the issues with many different opinions, such as Many people believe that the origin of tea is in the Yunnan plateau – China. In contrast, others think that the green tea plant is in North Vietnam, either in Burma or first appearing in India. In ancient times when there was no clear division of places, it was challenging to determine the origin of the tea tree of which place.
Therefore, we can see that the above areas are all in ancient Southeast Asia. [5] Thus, it can be understood that ancient Southeast Asia was the cradle of tea, and today it is widely distributed in many parts of the world with suitable ecological conditions. Tea products have long been recognized as food. Brewed tea is an exquisite beverage for humans.
Drinking tea at a moderate level has good effects on the body: makes people less tired, mentally sharp, and mentally refreshed, enhances muscle activity, improves working capacity. and resilience at work. In addition, drinking tea also can fight many intestinal diseases such as diarrhea, dysentery, typhoid, anti-atherosclerosis, cancer 12 prevention, and radiation prevention. Tea is also used to make medicines for the heart, hemostasis, diuretics, etc [9] Economically: tea is a perennial industrial plant, having practical effects in greening bare land and bare hills; against leaching and erosion in sloping lands.