University of finance – marketing faculty of marketing international marketing final exam assignment



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Situational Analysis 
Overview of the coffee market in Vietnam and Korea 
Viet nam 
Vietnam is the second largest exporting country in the world, after Brazil with total export volume in 
2009 reaching 1.18 million tons, equivalent to 1.73 billion USD. 
Our country is a country with coffee culture, but the amount of coffee consumed per capita is only 
about 0.7kg/person/year, much lower than the leading country Finland (11kgs/person/year). and 
compared with the highest country in the region is Japan (3.3kgs). 
According to IAM's study on coffee consumption habits, 65% of Vietnamese coffee users drink coffee 
seven times a week, favoring men (59%). Particularly for instant coffee, 21% of consumers use instant 
coffee 3 to 4 times a week and are slightly inclined towards female consumers (52%). 



The rate of using coffee at home (in-home) and outside (out of home) is equal to 49%/50%. The most 
popular time to drink coffee is from 7- 8 am. Coffee shops in Vietnam can be found in every nook 
and cranny, popularizing a variety of styles, creating the most convenience for coffee drinkers. 
According to BMI Research's Vietnam Agriculture Sector Report in the third quarter of 2017, in the 
period 2005-2015, Vietnam's coffee consumption increased from 0.43 kg/capita/year to 1.38 
kg/capita/year. This is the highest growth rate among coffee exporting countries in the world and is 
forecast to reach 2.6 kg/person/year by 2021. The report also said that Vietnam's consumption of 
roasted and ground coffee in the 2017-2018 crop year is estimated at 2.55 million bags, due to the 
rapid growth of coffee shops. 
Particularly for the instant coffee market, if previously it only revolved around 3 giants Vinacafe Bien 
Hoa, Nestlé, and Trung Nguyen, this added many competitors such as TNI (King coffee), Ajinomoto 
(Birdy), PhinDeli... 
Coffee is one of the highly attractive industries in Vietnam. That is shown from the struggle to buy 
coffee from FDI enterprises, to the competition for a market share of 3 coffee companies Nestle, 
Trung Nguyen, Vinacafé Bien Hoa and more and more high-end coffee shop chains of foreigners 
appear in Vietnam. 
The more businesses participate in the investment, the more products in the market, the more fierce 
the competition for market share will become. Vietnamese companies need to find their ways if they 
don't want to gradually lose ground compared to other competitors. Trung Nguyen is no exception, 
they strongly focus on export activities to exploit the potential of the world market. Trung Nguyen's 
products have been present in more than 60 countries, and with its potential, Trung Nguyen can 
completely raise this number, not just stop at 60. 
Therefore, in this report, our team wants to analyze the internationalization potential of Trung 
Nguyen's "Sáng tạo" filter coffee product, specifically in a completely new market where Trung 
Nguyen can infiltrate, that is Korea. A market with extremely high consumption and full of potential. 
South Korea 
Size and market share 
According to the World Coffee Organization, Korea is the 11th largest coffee consumer in the world. 
In 2016 the average coffee consumption per Korean has doubled since 1990, reaching 2.3kg per 
person ( equal to about 1/2 of 4.5kg Americans). On average, each Korean drank about 377 cups of 
coffee in 2016, up 7% from 2012. 



In terms of scale, Korea cannot produce coffee, so it depends on imports. According to Trademap, 
the import value of 2019 is $ 661.672 million. 
The coffee market value is 6 billion 54 million USD. 
The Korean coffee market can be divided into three main segments, namely instant coffee (37%), 
cafes (40%), and canned coffee (23%). 
On average, Koreans in their 20s consume 353 cups of coffee (10g/cup) a year. Coffee is also the 
item with the largest market share in the Korean beverage market with a share of about 53%. 
In the segment of instant coffee and canned coffee, the three big brands that dominate the market are 
Maxim (Dongsuh), French Cafe (Namyang), and Nescafe (Nestle) with the respective share of 82%, 
11% respectively. and 4%. 
In terms of coffee shops, Starbucks, Ediya and Twosome are the biggest competitors. 

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