The Guidelines for Marketing the Import-Export Business of Agricultural Products Between Vietnam, Laos And Thailand : A Case Study of the "Tthh Mtv Quang Thuy"Import-Export Company

Abstract

          The import-export of agricultural products between Vietnam, Laos and Thailand is an important part of the agricultural marketing channel that promotes unity, achieves sustainable development goals and reduces economic inequality. This research aims to 1) study the management environment of the agricultural import-export business between Vietnam, Laos and Thailand, 2) study the marketing components of the agricultural import-export business, 3) analyze and define the marketing components of the agricultural import-export business, 4) study the behavior of users of the agricultural import-export business, and 5) determine the marketing guidelines for the agricultural import-export business between Vietnam, Laos and Thailand. Import-Export Company “TTHH MTV QUANG THUY”
          A mixed-method research method was used in qualitative research using document research, in-depth interviews with experts, brainstorming among the business management team, and in quantitative research using survey component analysis from a target group of 400 people. The results of the research found that the company’s strengths are using the ERP system to track and control operations, selecting high-quality suppliers, and managing transportation documents to reduce tax collection and delivery problems. 33 marketing components were identified, and after analyzing the exploratory elements, the elements could be reduced to 5 components: 1) valuable service, 2) logistics service, 3) timely and transparent service, 4) experiential service, and 5) important additional services, which could explain 69.40% of the marketing of agricultural product import-export businesses. The components obtained were therefore brainstormed to determine the marketing approach for "VLT Ex-Im" that meets the company's potential and responds to the behavior of target customers.