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SWOT analysis of Vietnam and Brazil coffee industry
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Introduction
Coffee is among the most traded commodity that is produced in nearly 55 countries. World coffee production for 2018-19 was nearly 174.5 million bags ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"p41fp6R1","properties":{"formattedCitation":"(Foreign, Agricultural, & Service, 2018)","plainCitation":"(Foreign, Agricultural, & Service, 2018)","noteIndex":0},"citationItems":[{"id":2122,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/G75XSAE5"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/G75XSAE5"],"itemData":{"id":2122,"type":"report","title":"Coffee: World Markets and Trade","URL":"https://apps.fas.usda.gov/psdonline/circulars/coffee.pdf","author":[{"literal":"Foreign"},{"literal":"Agricultural"},{"literal":"Service"}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Foreign, Agricultural, & Service, 2018). World coffee consumption is nearly 7 million tons of green coffee ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"UoyaOMqp","properties":{"formattedCitation":"(Pelupessy, 2007)","plainCitation":"(Pelupessy, 2007)","noteIndex":0},"citationItems":[{"id":2124,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/KZLLS4N9"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/KZLLS4N9"],"itemData":{"id":2124,"type":"article-journal","title":"The world behind the world coffee market","container-title":"Etudes rurales","page":"187-212","issue":"180","author":[{"family":"Pelupessy","given":"Wim"}],"issued":{"date-parts":[["2007"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Pelupessy, 2007). Since the 19th century, there had been significant changes in the international coffee market. The changes alsoknown as wavers are related to the types of production, the quality of products and differentiation criteria ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"KljktvlE","properties":{"formattedCitation":"(Guimar\\uc0\\u227{}es, Leme, De Rezende, Pereira, & Dos Santos, 2019)","plainCitation":"(Guimarães, Leme, De Rezende, Pereira, & Dos Santos, 2019)","noteIndex":0},"citationItems":[{"id":2129,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/DGBI4X23"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/DGBI4X23"],"itemData":{"id":2129,"type":"article-journal","title":"The brand new Brazilian specialty coffee market","container-title":"Journal of Food Products Marketing","page":"49-71","volume":"25","issue":"1","author":[{"family":"Guimarães","given":"Elisa Reis"},{"family":"Leme","given":"Paulo Henrique Montagnana Vicente"},{"family":"De Rezende","given":"Daniel Carvalho"},{"family":"Pereira","given":"Sérgio Parreiras"},{"family":"Dos Santos","given":"Antônio Carlos"}],"issued":{"date-parts":[["2019"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Guimarães, Leme, De Rezende, Pereira, & Dos Santos, 2019). Currently, in this international market, main producers of coffee are; Brazil, Vietnam and Colombia. These are meeting their domestic demands as well as exporting their products. World coffee export was increased by 31 per cent during the period of 2000-2015 ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"fIekHLnR","properties":{"formattedCitation":"(Rosiana, Nurmalina, Winandi, & Rifin, 2017)","plainCitation":"(Rosiana, Nurmalina, Winandi, & Rifin, 2017)","noteIndex":0},"citationItems":[{"id":2141,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/IZPZDU9T"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/IZPZDU9T"],"itemData":{"id":2141,"type":"article-journal","title":"The Level of Comparative Advantages of World Main Coffee Producers","container-title":"Buletin Ilmiah Litbang Perdagangan","page":"227-246","volume":"11","issue":"2","author":[{"family":"Rosiana","given":"Nia"},{"family":"Nurmalina","given":"Rita"},{"family":"Winandi","given":"Ratna"},{"family":"Rifin","given":"Amzul"}],"issued":{"date-parts":[["2017"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Rosiana, Nurmalina, Winandi, &Rifin, 2017).In 2010, the production of coffee in Brazil was 48.1 million 60-kilo bags and in Vietnam, it was 18.5 million bags ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"qmUEEOO4","properties":{"formattedCitation":"(Gonzalez-Perez & Gutierrez-Viana, 2012)","plainCitation":"(Gonzalez-Perez & Gutierrez-Viana, 2012)","noteIndex":0},"citationItems":[{"id":2121,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/EUZPY9CK"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/EUZPY9CK"],"itemData":{"id":2121,"type":"article-journal","title":"Cooperation in coffee markets: the case of Vietnam and Colombia","container-title":"Journal of Agribusiness in Developing and Emerging Economies","page":"57-73","volume":"2","issue":"1","author":[{"family":"Gonzalez-Perez","given":"Maria-Alejandra"},{"family":"Gutierrez-Viana","given":"Santiago"}],"issued":{"date-parts":[["2012"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Gonzalez-Perez & Gutierrez-Viana, 2012). Vietnam is the most competitive coffee producer that has a relatively low cost of production and the highest quality yields. It has a well-managed supply chain and is able to compete with locally-owned and multinational exporters ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"iKGJvmpP","properties":{"formattedCitation":"(Wood, Dibben, & Meira, 2016)","plainCitation":"(Wood, Dibben, & Meira, 2016)","noteIndex":0},"citationItems":[{"id":2170,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/Y593V7WB"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/Y593V7WB"],"itemData":{"id":2170,"type":"article-journal","title":"Knowledge transfer within strategic partnerships: the case of HRM in the Brazilian motor industry supply chain","container-title":"The International Journal of Human Resource Management","page":"2398-2414","volume":"27","issue":"20","author":[{"family":"Wood","given":"Geoffrey"},{"family":"Dibben","given":"Pauline"},{"family":"Meira","given":"Juliana"}],"issued":{"date-parts":[["2016"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Wood, Dibben, &Meira, 2016). Quality of the coffee gives it a competitive advantage in the coffee world. On the other hand, coffee in Brazil was introduced during the early eighteenth century. It was planted only for domestic use. Then its export was started and it became the major export item due tohigh prices all over the world in the late 1820s. This paper will conduct the SWOT analysis of Vietnam and Brazil coffee industry and will give some recommendations to flourish their industries.
SWOT analysis of Vietnam coffee industry
Vietnam being an agricultural country is the producer of rice, coffee, tea and pepper. Coffee has become the main economic production in Vietnam. Coffee in Vietnam has been known since 1857 and was firstly implanted in places of worship in different localities. Most of the coffee trees are Robusta and Arabica coffee that is grown in the southern part and northern part respectively ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"731LwXOe","properties":{"formattedCitation":"(Malaquias, Celestino, & Xavier, 2018)","plainCitation":"(Malaquias, Celestino, & Xavier, 2018)","noteIndex":0},"citationItems":[{"id":2157,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/IAIS4UCH"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/IAIS4UCH"],"itemData":{"id":2157,"type":"article-journal","title":"Optimization of the roasting conditions of arabica coffee cultivated in the cerrado area of Brazil","container-title":"Brazilian Journal of Food Technology","volume":"21","author":[{"family":"Malaquias","given":"Juaci Vitória"},{"family":"Celestino","given":"Sonia Maria Costa"},{"family":"Xavier","given":"Manaira Ferreira Franco"}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Malaquias, Celestino, & Xavier, 2018). Then towards the start of the twentieth century, coffee production started expanding. Vietnam in 1975 was producing nearly 5000 to 7000 tons of green coffee by utilizing an area of 13,000 ha ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"RiFuDhcy","properties":{"formattedCitation":"(T. H. N. Nguyen, 2016)","plainCitation":"(T. H. N. Nguyen, 2016)","noteIndex":0},"citationItems":[{"id":2126,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/M4SVY82R"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/M4SVY82R"],"itemData":{"id":2126,"type":"article-journal","title":"THE COMPETITIVENESS OF VIETNAMESE COFFE INTO THE EU MARKET","author":[{"family":"Nguyen","given":"Thi Hoang Nhien"}],"issued":{"date-parts":[["2016"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (T. H. N. Nguyen, 2016). This can be attributed to support that the Soviet Union, Hungary as well as Poland provided to Vietnam government. In the 1990s, coffee production in the country grew by 20 to 30 per cent every year, witnessing the transformation of the economy of Vietnam. Production will further increase by 1.1 million bags due to weather effects ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"wfc8tdfP","properties":{"formattedCitation":"(Foreign et al., 2018)","plainCitation":"(Foreign et al., 2018)","noteIndex":0},"citationItems":[{"id":2122,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/G75XSAE5"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/G75XSAE5"],"itemData":{"id":2122,"type":"report","title":"Coffee: World Markets and Trade","URL":"https://apps.fas.usda.gov/psdonline/circulars/coffee.pdf","author":[{"literal":"Foreign"},{"literal":"Agricultural"},{"literal":"Service"}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Foreign et al., 2018).
Coffee has now become the major agricultural export of Vietnam ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"sMdPmuWX","properties":{"formattedCitation":"(Doutriaux, Geisler, & Shively, 2008)","plainCitation":"(Doutriaux, Geisler, & Shively, 2008)","noteIndex":0},"citationItems":[{"id":2146,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/J8U79XRT"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/J8U79XRT"],"itemData":{"id":2146,"type":"article-journal","title":"Competing for coffee space: development‐induced displacement in the Central Highlands of Vietnam","container-title":"Rural Sociology","page":"528-554","volume":"73","issue":"4","author":[{"family":"Doutriaux","given":"Sylvie"},{"family":"Geisler","given":"Charles"},{"family":"Shively","given":"Gerald"}],"issued":{"date-parts":[["2008"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Doutriaux, Geisler, & Shively, 2008). Moreover, the country is also considered as a world leader in the production of Robusta coffee after Brazil since 2000 ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"2pnRls0O","properties":{"formattedCitation":"(Tucker, 2017)","plainCitation":"(Tucker, 2017)","noteIndex":0},"citationItems":[{"id":2159,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/XX5HD8EI"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/XX5HD8EI"],"itemData":{"id":2159,"type":"book","title":"Coffee culture: Local experiences, global connections","publisher":"Routledge","ISBN":"1-317-39225-6","author":[{"family":"Tucker","given":"Catherine M."}],"issued":{"date-parts":[["2017"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Tucker, 2017). However, to sustain its position it has to overcome numerous challenges. The competitiveness of Vietnamese coffee is in danger now as global market requirements are increasing ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"uyVuvgYG","properties":{"formattedCitation":"(G. N. Nguyen & Sarker, 2018)","plainCitation":"(G. N. Nguyen & Sarker, 2018)","noteIndex":0},"citationItems":[{"id":2123,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/KRA5TH6Y"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/KRA5TH6Y"],"itemData":{"id":2123,"type":"article-journal","title":"Sustainable coffee supply chain management: a case study in Buon Me Thuot City, Daklak, Vietnam","container-title":"International Journal of Corporate Social Responsibility","page":"1","volume":"3","issue":"1","author":[{"family":"Nguyen","given":"Giang NT"},{"family":"Sarker","given":"Tapan"}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (G. N. Nguyen &Sarker, 2018).
Strengths
Vietnam has a promising coffee industry that also provides a livelihood to approximately 2.6 million people ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"rpitGNJj","properties":{"formattedCitation":"(T. V. Nguyen, Nguyen, & Bosch, 2017)","plainCitation":"(T. V. Nguyen, Nguyen, & Bosch, 2017)","noteIndex":0},"citationItems":[{"id":2125,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/8BUT83DI"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/8BUT83DI"],"itemData":{"id":2125,"type":"article-journal","title":"Enhancing the competitive advantages of Vietnamese coffee through the exploration of causal loop modelling in the supply chain","container-title":"International Journal of Logistics Systems and Management","page":"17-33","volume":"26","issue":"1","author":[{"family":"Nguyen","given":"Thich V."},{"family":"Nguyen","given":"Nam C."},{"family":"Bosch","given":"Ockie JH"}],"issued":{"date-parts":[["2017"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (T. V. Nguyen, Nguyen, & Bosch, 2017). The country is a leader in world coffee production. It is the second largest exporter of coffee and is supplying its coffee in EU and US markets. In 2014, the export value of coffee was nearly 3% of national GDP ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"wIKSJgKR","properties":{"formattedCitation":"(G. N. Nguyen & Sarker, 2018)","plainCitation":"(G. N. Nguyen & Sarker, 2018)","noteIndex":0},"citationItems":[{"id":2123,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/KRA5TH6Y"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/KRA5TH6Y"],"itemData":{"id":2123,"type":"article-journal","title":"Sustainable coffee supply chain management: a case study in Buon Me Thuot City, Daklak, Vietnam","container-title":"International Journal of Corporate Social Responsibility","page":"1","volume":"3","issue":"1","author":[{"family":"Nguyen","given":"Giang NT"},{"family":"Sarker","given":"Tapan"}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (G. N. Nguyen &Sarker, 2018).
The plantation area has increased from 134,000 ha to 513,000 ha during the period of 1975 -2010.
Coffee is produced for the domestic market as well as for export purpose.
There is great awareness among coffee cultivators about capacity and quality of the coffee.
Farmers are able to easily understand new techniques in production as well as they are experienced ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"SdS5me6M","properties":{"formattedCitation":"(Luna, Klein, & Summerhill, 2016)","plainCitation":"(Luna, Klein, & Summerhill, 2016)","noteIndex":0},"citationItems":[{"id":2160,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/IGJ47U8Z"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/IGJ47U8Z"],"itemData":{"id":2160,"type":"article-journal","title":"The characteristics of coffee production and agriculture in the state of São Paulo in 1905","container-title":"Agricultural History","page":"22-50","volume":"90","issue":"1","author":[{"family":"Luna","given":"Francisco Vidal"},{"family":"Klein","given":"Herbert S."},{"family":"Summerhill","given":"William"}],"issued":{"date-parts":[["2016"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Luna, Klein, &Summerhill, 2016).
Main producers are; Dunkin Donuts, Starbucks, Gloria Jeans, McCafe, Coffee Bean, My Life Coffee, the Coffee House and Trung Nguyen.
The main product of the coffee industry is Coffee Robusta. Vietnam provides 95 per cent of this coffee to the world ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"xhjFmIY2","properties":{"formattedCitation":"(T. H. N. Nguyen, 2016)","plainCitation":"(T. H. N. Nguyen, 2016)","noteIndex":0},"citationItems":[{"id":2126,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/M4SVY82R"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/M4SVY82R"],"itemData":{"id":2126,"type":"article-journal","title":"THE COMPETITIVENESS OF VIETNAMESE COFFE INTO THE EU MARKET","author":[{"family":"Nguyen","given":"Thi Hoang Nhien"}],"issued":{"date-parts":[["2016"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (T. H. N. Nguyen, 2016).
Vietnamese coffee has the highest quality and the industry set competitive prices while operating internationally.
Vietnamese coffee has a specific style that is due to the preparation process and blending of beans in a specific way ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"vWwpEc66","properties":{"formattedCitation":"(Alves, Rodrigues, Nunes, Vinha, & Oliveira, 2017)","plainCitation":"(Alves, Rodrigues, Nunes, Vinha, & Oliveira, 2017)","noteIndex":0},"citationItems":[{"id":2161,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/JKFNJ9VU"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/JKFNJ9VU"],"itemData":{"id":2161,"type":"chapter","title":"State of the art in coffee processing by-products","container-title":"Handbook of Coffee Processing By-Products","publisher":"Elsevier","page":"1-26","author":[{"family":"Alves","given":"Rita C."},{"family":"Rodrigues","given":"Francisca"},{"family":"Nunes","given":"Maria Antónia"},{"family":"Vinha","given":"Ana F."},{"family":"Oliveira","given":"M. Beatriz PP"}],"issued":{"date-parts":[["2017"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Alves, Rodrigues, Nunes, Vinha, & Oliveira, 2017).
Traditional coffee is a small and highly concentrated having strong and bitter taste ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"jgwV6KDy","properties":{"formattedCitation":"(Carvalho & Spence, 2018)","plainCitation":"(Carvalho & Spence, 2018)","noteIndex":0},"citationItems":[{"id":2162,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/W8MPVWQ9"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/W8MPVWQ9"],"itemData":{"id":2162,"type":"article-journal","title":"The shape of the cup influences aroma, taste, and hedonic judgements of specialty coffee","container-title":"Food Quality and Preference","page":"315-321","volume":"68","author":[{"family":"Carvalho","given":"Fabiana M."},{"family":"Spence","given":"Charles"}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Carvalho& Spence, 2018).
Vietnamese coffee has a remarkably unique flavour as it is grown in the tropical belt of the Northern Hemisphere ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"mjXm7LBN","properties":{"formattedCitation":"(Toledo, Pezza, Pezza, & Toci, 2016)","plainCitation":"(Toledo, Pezza, Pezza, & Toci, 2016)","noteIndex":0},"citationItems":[{"id":2163,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/YRAI4HFH"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/YRAI4HFH"],"itemData":{"id":2163,"type":"article-journal","title":"Relationship between the different aspects related to coffee quality and their volatile compounds","container-title":"Comprehensive Reviews in Food Science and Food Safety","page":"705-719","volume":"15","issue":"4","author":[{"family":"Toledo","given":"Paulo RAB"},{"family":"Pezza","given":"Leonardo"},{"family":"Pezza","given":"Helena R."},{"family":"Toci","given":"Aline T."}],"issued":{"date-parts":[["2016"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Toledo, Pezza, Pezza, &Toci, 2016). The climate of this area is suitable for coffee growth specifically for Arabica growth.
Coffee as a product is safe and has no health risks. Studies have shown the benefits of consuming coffee in different diseases such as cancer and high blood pressure.
The product is also eco-friendly as there is a use of the highest quality beans ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"6rhG3KmL","properties":{"formattedCitation":"(Kerr, 2015)","plainCitation":"(Kerr, 2015)","noteIndex":0},"citationItems":[{"id":2164,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/NGBBWZPN"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/NGBBWZPN"],"itemData":{"id":2164,"type":"article-journal","title":"Competitiveness of the Brazilian Pulp Industry: A Real Options Analysis of a Forestry Investment","container-title":"Práticas em Contabilidade e Gestão","volume":"2","issue":"1","author":[{"family":"Kerr","given":"Roberto Borges"}],"issued":{"date-parts":[["2015"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Kerr, 2015).
Use of technology is not only decreasing the production costs but also enhancing the quality ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"rAxAxQLQ","properties":{"formattedCitation":"(Oliveira & Franca, 2015)","plainCitation":"(Oliveira & Franca, 2015)","noteIndex":0},"citationItems":[{"id":2165,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/B2RN5I9Q"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/B2RN5I9Q"],"itemData":{"id":2165,"type":"chapter","title":"An overview of the potential uses for coffee husks","container-title":"Coffee in health and disease prevention","publisher":"Elsevier","page":"283-291","author":[{"family":"Oliveira","given":"Leandro S."},{"family":"Franca","given":"Adriana S."}],"issued":{"date-parts":[["2015"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Oliveira & Franca, 2015).
Weaknesses
The production and consumption are linked with the economy. During the time of downturn, consumers spend less on coffee.
Purchasecontracts are not always followed.
Coffee business has short-term investment plans.
Farmers are not well and have small and fragmented farms.
Farmers cannot get the economy of scale and specialization.
Farmers do not get high prices for their coffee beans.
There is less growth in the domestic market due to the competition. International brands are entering Vietnam such as Starbucks and Coffee bean. They offer to severe competition to the domestic market.
There is also less production during the economic downturn due to the rising prices of coffee and dairy products.
Farmers lack strategic visions for product branding.
There are not many brands in the coffee industry due to the limited marketing budget.
Low-quality products affect the entire industry.
There is little investment in technological innovation.
The industry has to bear the cost of exporting.
There are only a few suppliers that supply the highest quality Arabica beans.
Opportunities
The coffee industry has a potential of growth all over the world and Vietnam coffee demand is increasing day by day.
Vietnam’s coffee is considered as sustainably certified coffee.
Local and central both governments support coffee production.
European people demand diverse categories of coffee.
Profit margins can be increased with the use of technology.
There is an increasing trend of drive-thru, kiosks as well as carts that are also increasing the demand for coffee.
Café chains are increasing by major coffee deals such as the Coffee Bean and tea Leaf, Starbuck.
Domestic consumption of Vietnamese is increasing as a result of cafe culture and retail coffee shops.
Promotional efforts can increase the demand for coffee.
Digital technology is offering the industry different ways of marketing ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"8WOLol78","properties":{"formattedCitation":"(Souto et al., 2015)","plainCitation":"(Souto et al., 2015)","noteIndex":0},"citationItems":[{"id":2153,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/3NUJX5ZZ"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/3NUJX5ZZ"],"itemData":{"id":2153,"type":"article-journal","title":"Screening for coffee adulteration using digital images and SPA-LDA","container-title":"Food Analytical Methods","page":"1515-1521","volume":"8","issue":"6","author":[{"family":"Souto","given":"Urijatan Teixeira de Carvalho Polari"},{"family":"Barbosa","given":"Mayara Ferreira"},{"family":"Dantas","given":"Hebertty Vieira"},{"family":"Pontes","given":"Aline Santos","non-dropping-particle":"de"},{"family":"Silva Lyra","given":"Wellington","non-dropping-particle":"da"},{"family":"Diniz","given":"Paulo Henrique Gonçalves Dias"},{"family":"Araújo","given":"Mário César Ugulino","non-dropping-particle":"de"},{"family":"Silva","given":"Edvan Cirino","non-dropping-particle":"da"}],"issued":{"date-parts":[["2015"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Souto et al., 2015). It will offer low-cost marketing that will also make connections with the customers strong.
Managing the supply chain effectively in the context of global operational strategy can make the industry more competitive ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"uoZgducb","properties":{"formattedCitation":"(T. V. Nguyen, Nguyen, & Bosch, 2017)","plainCitation":"(T. V. Nguyen, Nguyen, & Bosch, 2017)","noteIndex":0},"citationItems":[{"id":2125,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/8BUT83DI"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/8BUT83DI"],"itemData":{"id":2125,"type":"article-journal","title":"Enhancing the competitive advantages of Vietnamese coffee through the exploration of causal loop modelling in the supply chain","container-title":"International Journal of Logistics Systems and Management","page":"17-33","volume":"26","issue":"1","author":[{"family":"Nguyen","given":"Thich V."},{"family":"Nguyen","given":"Nam C."},{"family":"Bosch","given":"Ockie JH"}],"issued":{"date-parts":[["2017"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (T. V. Nguyen, Nguyen, & Bosch, 2017).
Opportunities to use modern technology such as biotechnology, manufacturing technology and automation.
Coffee-based agroforestry systems (AFS) systems can be used for environmental resources conservation. These can also be used for requiring fewer inputs ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"qHD2rkWO","properties":{"formattedCitation":"(Millard, 2017)","plainCitation":"(Millard, 2017)","noteIndex":0},"citationItems":[{"id":2155,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/ZP7RYXWZ"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/ZP7RYXWZ"],"itemData":{"id":2155,"type":"article-journal","title":"Still brewing: Fostering sustainable coffee production","container-title":"World Development Perspectives","page":"32-42","volume":"7","author":[{"family":"Millard","given":"Edward"}],"issued":{"date-parts":[["2017"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Millard, 2017).
End users prefer safe products, providing an opportunity to the industry.
Thus, the industry can increase product lines to remain competitive ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"XcNr4dGL","properties":{"formattedCitation":"(de Almeida & Zylbersztajn, 2017)","plainCitation":"(de Almeida & Zylbersztajn, 2017)","noteIndex":0},"citationItems":[{"id":2133,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/24EGINDA"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/24EGINDA"],"itemData":{"id":2133,"type":"article-journal","title":"Key Success Factors in the Brazilian Coffee Agrichain: Present and Future Challenges","container-title":"International Journal on Food System Dynamics","page":"45-53","volume":"8","issue":"1","author":[{"family":"Almeida","given":"Luciana Florêncio","non-dropping-particle":"de"},{"family":"Zylbersztajn","given":"Decio"}],"issued":{"date-parts":[["2017"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (de Almeida &Zylbersztajn, 2017).
Support of Japanese partners.
Vietnam is following a Social-Economic Development Strategy (2011- 2020) that will make it industrialized economy.
Vietnam is an established player in the world coffee market and can take advantage of acquisitions and partnership strategies.
Threats
Farming methods such as monocultures and poor fertility management are resulting in deforestation and soil degradation. This is a potential threat to decrease coffee production ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"OtOwiZP5","properties":{"formattedCitation":"(G. N. Nguyen & Sarker, 2018)","plainCitation":"(G. N. Nguyen & Sarker, 2018)","noteIndex":0},"citationItems":[{"id":2123,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/KRA5TH6Y"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/KRA5TH6Y"],"itemData":{"id":2123,"type":"article-journal","title":"Sustainable coffee supply chain management: a case study in Buon Me Thuot City, Daklak, Vietnam","container-title":"International Journal of Corporate Social Responsibility","page":"1","volume":"3","issue":"1","author":[{"family":"Nguyen","given":"Giang NT"},{"family":"Sarker","given":"Tapan"}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (G. N. Nguyen &Sarker, 2018).
Private sector owns most of the farms.
Local companies run discriminating competition against each other.
Environmentalists have warned about the shortage of land available for coffee cultivation.
The production of coffee and its specific taste is linked with growing conditions such as weather. Any change in weather can disturb the coffee production in the long run.
An economic recession is a common threat in this industry.
Foodservice chain is a threat to the coffee industry.
There are fake brands in the market that affect the quality of products.
Strong competitors.
Coffee prices volatility
Increasing cost due to international trade.
Companies are facing regulatory pressures while operating internationally. There are strict rules to comply with local and international laws.
SWOT analysis of Brazil coffee industry
Coffee has been an indispensableproduct in Brazilian history. Its cultivation in Brazil started in the north then spread all over the country.French settlers first time brought the plant from Ethiopia and implanted it in the state of Pará. At that time sugar cane plantations were common and people had no taste of the coffee. During the 19th century, it was among the most exported product. In the 1960s, the government tried to reduce high costs by implementing the Brazilian soluble coffee industry. The other aim of this measure was also to meet external demand. However, in the early 1990s, Brazil reduced its input in the world market of soluble coffee, ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"KpzEn1Lj","properties":{"formattedCitation":"(Nishijima & Saes, 2010)","plainCitation":"(Nishijima & Saes, 2010)","noteIndex":0},"citationItems":[{"id":2130,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/4M55FFRG"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/4M55FFRG"],"itemData":{"id":2130,"type":"article-journal","title":"Tariff discrimination on Brazil's soluble coffee: an economic analysis","container-title":"Brazilian Journal of Political Economy","page":"293-309","volume":"30","issue":"2","author":[{"family":"Nishijima","given":"Marislei"},{"family":"Saes","given":"Maria Sylvia Macchione"}],"issued":{"date-parts":[["2010"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Nishijima&Saes, 2010). Brazil has 43.2 million 60-kg bags of green coffee produced in 2015; 32 million of Arabica coffee and 11.2 million of a Conilon species ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"TlDwIFoV","properties":{"formattedCitation":"(de Almeida & Zylbersztajn, 2017)","plainCitation":"(de Almeida & Zylbersztajn, 2017)","noteIndex":0},"citationItems":[{"id":2133,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/24EGINDA"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/24EGINDA"],"itemData":{"id":2133,"type":"article-journal","title":"Key Success Factors in the Brazilian Coffee Agrichain: Present and Future Challenges","container-title":"International Journal on Food System Dynamics","page":"45-53","volume":"8","issue":"1","author":[{"family":"Almeida","given":"Luciana Florêncio","non-dropping-particle":"de"},{"family":"Zylbersztajn","given":"Decio"}],"issued":{"date-parts":[["2017"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (de Almeida &Zylbersztajn, 2017). In 2016, the quality of coffee that was being traded in Brazil surpassed 1.7 billion and in 2017, the production of coffee in Brazil was more than 8.4 million bags ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"quVKwUtn","properties":{"formattedCitation":"(Foreign et al., 2018)","plainCitation":"(Foreign et al., 2018)","noteIndex":0},"citationItems":[{"id":2122,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/G75XSAE5"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/G75XSAE5"],"itemData":{"id":2122,"type":"report","title":"Coffee: World Markets and Trade","URL":"https://apps.fas.usda.gov/psdonline/circulars/coffee.pdf","author":[{"literal":"Foreign"},{"literal":"Agricultural"},{"literal":"Service"}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Foreign et al., 2018). Brazil is implantingcoffee over 2,223,464.1 ha ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"O5b754Sh","properties":{"formattedCitation":"(Paseto, de Alcantara, Paseto, & Patino, 2018)","plainCitation":"(Paseto, de Alcantara, Paseto, & Patino, 2018)","noteIndex":0},"citationItems":[{"id":2132,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/LPXTFQ32"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/LPXTFQ32"],"itemData":{"id":2132,"type":"article-journal","title":"Coffee Production: An Analysis of Opportunities for Competitiveness","container-title":"International Journal of Advanced Engineering Research and Science","volume":"5","issue":"8","author":[{"family":"Paseto","given":"Luísa"},{"family":"Alcantara","given":"Milla Reis","non-dropping-particle":"de"},{"family":"Paseto","given":"Luís Américo"},{"family":"Patino","given":"Marco Túlio Ospina"}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Paseto, de Alcantara, Paseto, &Patino, 2018).
In addition, the country has favourable climate conditions that are making the future of the coffee market pricy. The trend is continued to grow as quantity is attributed to the biennial production cycle. Brazil mainly produces two types of coffee; arabica and robusta. Both these types differ in taste, growing conditions, as well as in price. Moreover, robusta production is expected to increase more due to favourable weather condition ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"ZRRgaE0W","properties":{"formattedCitation":"(Guimar\\uc0\\u227{}es et al., 2019)","plainCitation":"(Guimarães et al., 2019)","noteIndex":0},"citationItems":[{"id":2129,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/DGBI4X23"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/DGBI4X23"],"itemData":{"id":2129,"type":"article-journal","title":"The brand new Brazilian specialty coffee market","container-title":"Journal of Food Products Marketing","page":"49-71","volume":"25","issue":"1","author":[{"family":"Guimarães","given":"Elisa Reis"},{"family":"Leme","given":"Paulo Henrique Montagnana Vicente"},{"family":"De Rezende","given":"Daniel Carvalho"},{"family":"Pereira","given":"Sérgio Parreiras"},{"family":"Dos Santos","given":"Antônio Carlos"}],"issued":{"date-parts":[["2019"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Guimarães et al., 2019). Currently, Brazil is mainly exporting its coffee to the United States and Germany. United States has the North American coffee market, thus, it is the world's largest single buyer of coffee ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"19kEGLSx","properties":{"formattedCitation":"(McCook, 2017)","plainCitation":"(McCook, 2017)","noteIndex":0},"citationItems":[{"id":2148,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/8WYCCSH2"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/8WYCCSH2"],"itemData":{"id":2148,"type":"chapter","title":"Environmental History of Coffee in Latin America","container-title":"Oxford Research Encyclopedia of Latin American History","author":[{"family":"McCook","given":"Stuart"}],"issued":{"date-parts":[["2017"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (McCook, 2017). However, the quality of Brazilian coffee is not much good ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"EYSKJQFY","properties":{"formattedCitation":"(Reichman, 2018)","plainCitation":"(Reichman, 2018)","noteIndex":0},"citationItems":[{"id":2137,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/LGXZAQMY"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/LGXZAQMY"],"itemData":{"id":2137,"type":"article-journal","title":"Big Coffee in Brazil: Historical Origins and Implications for Anthropological Political Economy","container-title":"The Journal of Latin American and Caribbean Anthropology","page":"241-261","volume":"23","issue":"2","author":[{"family":"Reichman","given":"Daniel R."}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Reichman, 2018).
Strengths
Brazil culture has a prominent position for coffee ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"X07nVskI","properties":{"formattedCitation":"(Acchar & Dultra, 2015)","plainCitation":"(Acchar & Dultra, 2015)","noteIndex":0},"citationItems":[{"id":2149,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/YVM2DYNL"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/YVM2DYNL"],"itemData":{"id":2149,"type":"chapter","title":"Coffee industry in Brazil","container-title":"Ceramic Materials from Coffee Bagasse Ash Waste","publisher":"Springer","page":"23-30","author":[{"family":"Acchar","given":"Wilson"},{"family":"Dultra","given":"Eduardo JV"}],"issued":{"date-parts":[["2015"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Acchar&Dultra, 2015).
Brazil people consider it as a vehicle for antioxidants, lawful drugs as well as sweeteners in the diet ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"0xuTyLrA","properties":{"formattedCitation":"(Sousa & da Costa, 2015)","plainCitation":"(Sousa & da Costa, 2015)","noteIndex":0},"citationItems":[{"id":2140,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/9PZHA8ND"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/9PZHA8ND"],"itemData":{"id":2140,"type":"article-journal","title":"Usual coffee intake in Brazil: Results from the national dietary survey 2008–9","container-title":"British Journal of Nutrition","page":"1615-1620","volume":"113","issue":"10","author":[{"family":"Sousa","given":"Alessandra Gaspar"},{"family":"Costa","given":"Teresa Helena Macedo","non-dropping-particle":"da"}],"issued":{"date-parts":[["2015"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Sousa & da Costa, 2015).
Brazilian coffee is famous worldwide for its aroma and flavour. Customers like this and this has helped in increasing the customer base ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"ZNxWJd2u","properties":{"formattedCitation":"(Guimar\\uc0\\u227{}es et al., 2019)","plainCitation":"(Guimarães et al., 2019)","noteIndex":0},"citationItems":[{"id":2129,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/DGBI4X23"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/DGBI4X23"],"itemData":{"id":2129,"type":"article-journal","title":"The brand new Brazilian specialty coffee market","container-title":"Journal of Food Products Marketing","page":"49-71","volume":"25","issue":"1","author":[{"family":"Guimarães","given":"Elisa Reis"},{"family":"Leme","given":"Paulo Henrique Montagnana Vicente"},{"family":"De Rezende","given":"Daniel Carvalho"},{"family":"Pereira","given":"Sérgio Parreiras"},{"family":"Dos Santos","given":"Antônio Carlos"}],"issued":{"date-parts":[["2019"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Guimarães et al., 2019).
Natural methods of coffee processing give the coffee a special flavour.
Brazil is the largest exporter of coffee in the world ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"HmgPiUgY","properties":{"formattedCitation":"(Samper & Qui\\uc0\\u241{}ones-Ruiz, 2017)","plainCitation":"(Samper & Quiñones-Ruiz, 2017)","noteIndex":0},"citationItems":[{"id":2152,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/B2IZX3G4"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/B2IZX3G4"],"itemData":{"id":2152,"type":"article-journal","title":"Towards a balanced sustainability vision for the coffee industry","container-title":"Resources","page":"17","volume":"6","issue":"2","author":[{"family":"Samper","given":"Luis"},{"family":"Quiñones-Ruiz","given":"Xiomara"}],"issued":{"date-parts":[["2017"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Samper &Quiñones-Ruiz, 2017).
It is harvesting 30% of the world’s coffee; 130 million bags ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"S3E0WD1m","properties":{"formattedCitation":"(Arzabe, Macieira, Menezes, Baliza, & Mour\\uc0\\u227{}o, 2018)","plainCitation":"(Arzabe, Macieira, Menezes, Baliza, & Mourão, 2018)","noteIndex":0},"citationItems":[{"id":2139,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/66HU5M9V"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/66HU5M9V"],"itemData":{"id":2139,"type":"article-journal","title":"Women in coffee in Brazil.","container-title":"Embrapa Café-Livro científico (ALICE)","author":[{"family":"Arzabe","given":"Cristina"},{"family":"Macieira","given":"Josiane Cotrim"},{"family":"Menezes","given":"Raquel Santos Soares"},{"family":"Baliza","given":"Danielle Pereira"},{"family":"Mourão","given":"Tânia Fontenele"}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Arzabe, Macieira, Menezes, Baliza, &Mourão, 2018).
Brazil has segmented its market for the coffee based on ingredient type, sales channels as well as geography. Among the distribution networks, convenience stores and supermarkets have major shares.
The burgeoning market is the specialty coffee in Brazil ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"4WPq34sD","properties":{"formattedCitation":"(Guimar\\uc0\\u227{}es et al., 2019)","plainCitation":"(Guimarães et al., 2019)","noteIndex":0},"citationItems":[{"id":2129,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/DGBI4X23"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/DGBI4X23"],"itemData":{"id":2129,"type":"article-journal","title":"The brand new Brazilian specialty coffee market","container-title":"Journal of Food Products Marketing","page":"49-71","volume":"25","issue":"1","author":[{"family":"Guimarães","given":"Elisa Reis"},{"family":"Leme","given":"Paulo Henrique Montagnana Vicente"},{"family":"De Rezende","given":"Daniel Carvalho"},{"family":"Pereira","given":"Sérgio Parreiras"},{"family":"Dos Santos","given":"Antônio Carlos"}],"issued":{"date-parts":[["2019"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Guimarães et al., 2019).
Bourbon Santos is Brazil's best coffee bean that is used in the production of coffee for export ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"nyz3Umzu","properties":{"formattedCitation":"(Guimar\\uc0\\u227{}es et al., 2019)","plainCitation":"(Guimarães et al., 2019)","noteIndex":0},"citationItems":[{"id":2129,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/DGBI4X23"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/DGBI4X23"],"itemData":{"id":2129,"type":"article-journal","title":"The brand new Brazilian specialty coffee market","container-title":"Journal of Food Products Marketing","page":"49-71","volume":"25","issue":"1","author":[{"family":"Guimarães","given":"Elisa Reis"},{"family":"Leme","given":"Paulo Henrique Montagnana Vicente"},{"family":"De Rezende","given":"Daniel Carvalho"},{"family":"Pereira","given":"Sérgio Parreiras"},{"family":"Dos Santos","given":"Antônio Carlos"}],"issued":{"date-parts":[["2019"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Guimarães et al., 2019).
Brazil exports; green coffee; soluble coffee, roasted and ground coffee, concentrated and essential extracts as well as coffee residues ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"KS9zMzkO","properties":{"formattedCitation":"(Castro et al., 2018)","plainCitation":"(Castro et al., 2018)","noteIndex":0},"citationItems":[{"id":2169,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/NNVB8KU8"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/NNVB8KU8"],"itemData":{"id":2169,"type":"article-journal","title":"Green coffee seed residue: A sustainable source of antioxidant compounds","container-title":"Food chemistry","page":"48-57","volume":"246","author":[{"family":"Castro","given":"ACCM"},{"family":"Oda","given":"F. B."},{"family":"Almeida-Cincotto","given":"M. G. J."},{"family":"Davanço","given":"M. G."},{"family":"Chiari-Andréo","given":"B. G."},{"family":"Cicarelli","given":"R. M. B."},{"family":"Peccinini","given":"R. G."},{"family":"Zocolo","given":"G. J."},{"family":"Ribeiro","given":"P. R. V."},{"family":"Corrêa","given":"M. A."}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Castro et al., 2018).
All these are soft and have low acidity having a bittersweet chocolate taste.
The coffee production costs in Brazil are relatively low that give it comparative advantages as compared to other countries.
International buyers of coffee are; Germany, Japan, the United States in addition to Belgium.
Weaknesses
The quality of Brazilian coffee is not much good ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"zp9htofL","properties":{"formattedCitation":"(Reichman, 2018)","plainCitation":"(Reichman, 2018)","noteIndex":0},"citationItems":[{"id":2137,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/LGXZAQMY"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/LGXZAQMY"],"itemData":{"id":2137,"type":"article-journal","title":"Big Coffee in Brazil: Historical Origins and Implications for Anthropological Political Economy","container-title":"The Journal of Latin American and Caribbean Anthropology","page":"241-261","volume":"23","issue":"2","author":[{"family":"Reichman","given":"Daniel R."}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Reichman, 2018).
The industry has faced numerous economic crisis resulted in stark losses ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"3Y2SSC4p","properties":{"formattedCitation":"(Paseto, de Alcantara, Paseto, & Patino, n.d.)","plainCitation":"(Paseto, de Alcantara, Paseto, & Patino, n.d.)","noteIndex":0},"citationItems":[{"id":2131,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/XG7CS97K"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/XG7CS97K"],"itemData":{"id":2131,"type":"article-journal","title":"Coffee Production: An Analysis of Opportunities for Competitiveness","container-title":"International Journal of Advanced Engineering Research and Science","volume":"5","issue":"8","author":[{"family":"Paseto","given":"Luísa"},{"family":"Alcantara","given":"Milla Reis","non-dropping-particle":"de"},{"family":"Paseto","given":"Luís Américo"},{"family":"Patino","given":"Marco Túlio Ospina"}]}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Paseto, de Alcantara, Paseto, &Patino, n.d.) ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"mr9Xyeo0","properties":{"formattedCitation":"(Neto et al., 2016)","plainCitation":"(Neto et al., 2016)","noteIndex":0},"citationItems":[{"id":2135,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/RA3EJ3TP"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/RA3EJ3TP"],"itemData":{"id":2135,"type":"article-journal","title":"Thundersnow in Brazil: a case study of 22 July 2013","container-title":"Atmospheric Science Letters","page":"26-32","volume":"17","issue":"1","author":[{"family":"Neto","given":"Giovanni Dolif"},{"family":"Market","given":"Patrick S."},{"family":"Pezza","given":"Alexandre Bernardes"},{"family":"Rodriguez","given":"Carlos Augusto Morales"},{"family":"Calvetti","given":"Leonardo"},{"family":"Silva Dias","given":"Pedro Leite","non-dropping-particle":"da"},{"family":"Escobar","given":"Gustavo Carlos Juan"}],"issued":{"date-parts":[["2016"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Neto et al., 2016).
The industry is still facing the residual effects of the worst economic crises.
Coffee trees require two to four seasons to supply optimum productivity ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"KQyGMgDK","properties":{"formattedCitation":"(Reichman, 2018)","plainCitation":"(Reichman, 2018)","noteIndex":0},"citationItems":[{"id":2137,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/LGXZAQMY"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/LGXZAQMY"],"itemData":{"id":2137,"type":"article-journal","title":"Big Coffee in Brazil: Historical Origins and Implications for Anthropological Political Economy","container-title":"The Journal of Latin American and Caribbean Anthropology","page":"241-261","volume":"23","issue":"2","author":[{"family":"Reichman","given":"Daniel R."}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Reichman, 2018).
Supply coffee to only a few countries in the world and have only a few stores in each country.
Brazil has overdependence in the United States market that is limiting its scope.
The products are expensive and not available to all classes. Moreover, during the recession consumers may switch to other brands or alternatives.
International buyers are also coming to the country after considering the leading position of Brazil in the coffee world. They have joined the Brazil market with a hope to get the best business deals.
The industry has to compete internationally with low-cost coffee sellers. For instance, Starbucks competes while operating internally with many local low-cost coffee sellers. These competitors offer products at low prices and reduce the industry’s market share.
There is constant production of green Robusta beans that have inferior quality.
People are health conscious and they evade from caffeine-containing drinks.
They have less understating about the advantages of coffee adoption.
Not many products can be offered due to low quality.
Raw materials are costly and their non-availability in case of harsh weather conditions that make them more expensive.
The cultivation of coffee is also carried out at faraway places in Brazil. It requires construction and management of infrastructure for their transport such as railroads.
Farmers have to give different treatments against rust that increase production costs.
Increased production costs due to any reason make exporters to less focus on marketing. When they spend less on advertising and promotions, they do not get able to face the competition effectively.
Opportunities
In 2014, the Brazilian government granted Certified Denomination of Origin (CDO) status to the CerradoMineiro ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"Cu4FDIaV","properties":{"formattedCitation":"(Reichman, 2018)","plainCitation":"(Reichman, 2018)","noteIndex":0},"citationItems":[{"id":2137,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/LGXZAQMY"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/LGXZAQMY"],"itemData":{"id":2137,"type":"article-journal","title":"Big Coffee in Brazil: Historical Origins and Implications for Anthropological Political Economy","container-title":"The Journal of Latin American and Caribbean Anthropology","page":"241-261","volume":"23","issue":"2","author":[{"family":"Reichman","given":"Daniel R."}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Reichman, 2018).
Consumer consumption patterns are changing internationally and they are moving towards instant standard coffee. This is due to their busy lifestyles and longer working hours that are offering the coffee industry an opportunity to target more and more consumers.
Currently, there are 20 instant coffee processing plants across the country.
Companies can invest more in soluble coffee products.
Companies can also expand into emerging markets as they will not be saturated like the US market currently. This will reduce competition and offer more profits.
Partnership opportunities can also increase profits in emerging markets.
The largest emerging market can be an Asian market that can get the nation traditional coffee products such as green tea flavoured coffee drinks.
With the well-managed supply chain, different risks can be made less such as competition, higher prices and low quality.
Threats
Climate has an effect over the production of coffee and it is considering changing with time ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"1xRuK6Z0","properties":{"formattedCitation":"(Chalfoun, Angelico, & de Resende, n.d.)","plainCitation":"(Chalfoun, Angelico, & de Resende, n.d.)","noteIndex":0},"citationItems":[{"id":2128,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/L4XYMGIQ"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/L4XYMGIQ"],"itemData":{"id":2128,"type":"article-journal","title":"Brazilian Coffee Quality: Cultural, Microbiological and Bioactivity Aspects","container-title":"World Journal of Research and Review","volume":"6","issue":"1","author":[{"family":"Chalfoun","given":"Sara Maria"},{"family":"Angelico","given":"Caroline Lima"},{"family":"Resende","given":"Mário Lúcio Vilela","non-dropping-particle":"de"}]}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Chalfoun, Angelico, & de Resende, n.d.).
The climate is bringing resilient pests and plant diseases as increased temperatures bring more pests ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"uJ7puhcJ","properties":{"formattedCitation":"(de F\\uc0\\u225{}tima Souza, dos Santos, Inoue, Tin\\uc0\\u244{}co, & Ferreira, 2018)","plainCitation":"(de Fátima Souza, dos Santos, Inoue, Tinôco, & Ferreira, 2018)","noteIndex":0},"citationItems":[{"id":2166,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/G4L75F83"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/G4L75F83"],"itemData":{"id":2166,"type":"article-journal","title":"ADDITIVES TO CONTROL THE QUALITY OF COFFEE HUSK POULTRY LITTER","container-title":"Revista Engenharia na Agricultura","page":"197-206","volume":"26","issue":"3","author":[{"family":"Fátima Souza","given":"Cecília","non-dropping-particle":"de"},{"family":"Santos","given":"Cláudia Ribeiro","non-dropping-particle":"dos"},{"family":"Inoue","given":"Keles Regina Antony"},{"family":"Tinôco","given":"Ilda de Fátima Ferreira"},{"family":"Ferreira","given":"Williams Pinto Marques"}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (de Fátima Souza, dos Santos, Inoue, Tinôco, & Ferreira, 2018).
Arabica coffee requires a moderate temperature for its growth as increased temperature make coffee beans to ripen too rapidly that affects the taste and quality of the beans ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"CF9v4roU","properties":{"formattedCitation":"(Clontz, 2018)","plainCitation":"(Clontz, 2018)","noteIndex":0},"citationItems":[{"id":2145,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/HUAZLB76"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/HUAZLB76"],"itemData":{"id":2145,"type":"webpage","title":"Coffee Versus the Climate: Coffee Production in Brazil","URL":"https://www.panoramas.pitt.edu/economy-and-development/coffee-versus-climate-coffee-production-brazil","author":[{"family":"Clontz","given":"Carley"}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Clontz, 2018).
A competition involving low-cost coffee sellers is present at both local and international levels ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"Tbxqz1lH","properties":{"formattedCitation":"(Caporaso, Whitworth, Cui, & Fisk, 2018)","plainCitation":"(Caporaso, Whitworth, Cui, & Fisk, 2018)","noteIndex":0},"citationItems":[{"id":2168,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/9YESJ8B3"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/9YESJ8B3"],"itemData":{"id":2168,"type":"article-journal","title":"Variability of single bean coffee volatile compounds of Arabica and robusta roasted coffees analysed by SPME-GC-MS","container-title":"Food Research International","page":"628-640","volume":"108","author":[{"family":"Caporaso","given":"Nicola"},{"family":"Whitworth","given":"Martin B."},{"family":"Cui","given":"Chenhao"},{"family":"Fisk","given":"Ian D."}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Caporaso, Whitworth, Cui, & Fisk, 2018).
Imitators are present in the market that reduces profits.
Local cultures, political situations and policies also affect the coffee business. For example, in some counties, there are independent coffeehouse movements. They favour the operations of local coffeehouses and compete with the growth of multinational coffeehouse chains ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"KCXEBCNf","properties":{"formattedCitation":"(Baqueta, Coqueiro, Mar\\uc0\\u231{}o, & Valderrama, 2019)","plainCitation":"(Baqueta, Coqueiro, Março, & Valderrama, 2019)","noteIndex":0},"citationItems":[{"id":2147,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/UYATRAVG"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/UYATRAVG"],"itemData":{"id":2147,"type":"article-journal","title":"Quality Control Parameters in the Roasted Coffee Industry: a Proposal by Using MicroNIR Spectroscopy and Multivariate Calibration","container-title":"Food Analytical Methods","page":"1-11","author":[{"family":"Baqueta","given":"Michel Rocha"},{"family":"Coqueiro","given":"Aline"},{"family":"Março","given":"Paulo Henrique"},{"family":"Valderrama","given":"Patrícia"}],"issued":{"date-parts":[["2019"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Baqueta, Coqueiro, Março, &Valderrama, 2019).
During the sociocultural trends, consumer perception and purchasing behaviours also change.
This requires the marketing and branding strategies that call for more investments.
Increasing prices of raw material such as dairy products.
Supply disruptions can occur in international dealings.
Main competitors are; Golden Brazil, Comexim, and Nicchio Cafe.
International prices of Arabica are declining that will decrease the profits.
Recommendations
Currently, Vietnam is the second largest exporter of coffee. It has an objective to increase its exports as well as improve the quality of its product's further. There are many strategies that are needed to be changed under the results of this SWOT analysis. The industry is very promising locally and can be made strong with the use of more and more technology. This will not only improve the production capacity, remove the effects of climate but will also enhance the quality of its product's. Moreover, there is a need to increase the plantation area by making more investments in this sector. Objectives must be set for export and import. Farmers are knowledgeable and can easily learn new techniques. They are required to undergo training regarding the new methods of cultivation and processing.
In addition, the industry should conduct research about the addition of more products and deepen the product line. This will also increase the number of producers in the market when there will be more opportunities in the market. Companies should advertise about the health benefits of coffee products to increase consumer awareness. There must be the development of strategic relationships with buyers as well as sellers as it will bring loyalty. This will be an effective's strategy in facing the competition both at local and international level.
Conversely, Brazil is the largest exporter in the coffee industry among international players but does not have the high-quality coffee. Coffee is the social and cultural component of Brazil culture. It is the major export of the country and requires the improvement of coffee and other weaknesses to further increase its demand all over the world. After the quality improvement, there must be more stores in different countries to increase sales. Moreover, the United States market must not be the only market for the export of the coffee. Other options such as Asian markets are needed to be considered. All the international players that come to Brazil must get the necessary arrangements so they can support the industry. Farmers must also get finances and other facilities to improve their production.
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