Current Status of National Marketing Activities in the Field of Goods Export in Vietnam from 2006 to 2010

1.3.1. Determine vision and development goals

This is the first step in the marketing strategy planning process, which means we consider changes in the macro environment in a certain period, grasp the goals to be achieved in that period. Issues that affect exports that we need to consider are: changes in the political environment, national economic policies; changes in consumer tastes in domestic and foreign markets, changes in population structure, consumption structure; the appearance of new products, replacement products; or consider changes due to environmental fluctuations. We also need to know clearly what the export goals are in that period. Once we have correctly identified the vision and goals of export development and national development, we will have the right direction to form a marketing strategy in both the short and long term for our country. This is the first step but is extremely important because if identified incorrectly, the marketing strategy will fail.

1.3.2. Local identification

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The second step in the process of planning a national marketing strategy is local identification. We cannot create a good marketing plan, cannot market the national image if we do not know our country at all. Local identification is to consider the current situation, strengths and weaknesses of the country in terms of: natural conditions, socio-economic conditions, cultural history, national characteristics and economic performance of the country. By studying these issues, we will know where our country stands, what advantages it has for development, what strengths need to be promoted and what weaknesses need to be overcome. Local identification is like "knowing yourself, knowing the enemy". This will help us go in the right direction and propose appropriate marketing strategies for the country in each period.

1.3.3. Local assessment

After identifying the locality, we know the strengths and weaknesses of the country, then “local assessment” is the step of evaluating those strengths and weaknesses and analyzing the factors that make up the country’s capacity. Periodically, we must evaluate our strengths and weaknesses, from which we can identify opportunities and take action to turn those opportunities into results in the country’s economic development. In addition, we must analyze the factors that make up the country’s capacity so that we can impact the right place, the right target, to help boost production and trade of export goods. There are 5 factors that make up national capacity, including:

The culture, the views, the values of the nation.

Different cultures, different national views and values will lead to different economic achievements. For example, in the 70s and 80s of the 20th century, Vietnam closed its economy, leading to stagnation and sluggishness. Foreign trade was almost non-existent, leading to no opportunity for our country's exports to develop. Meanwhile, China, although also declaring to follow the path of socialism like Vietnam, but due to implementing the policy of opening up the economy, has had rapid development steps, and exports have achieved outstanding achievements. The economy has shifted from inward to outward - that is the right decision of the Chinese Party and State. Thus, for the government, the community and businesses, changing views and values requires high and long-term consensus so that the economy in general and exports in particular can develop stably.

Social cohesion of the nation

To study social cohesion is to study social classes, cultural and religious differences and the bonds between those groups within a nation.

Recognizing this and finding ways to unite them will make the national marketing strategy successful in creating a seamless production and export cycle as well as creating wealth for the country.

Available resources of the national economy

Available resources can be the abundance of natural resources, abundant human resources, population size and structure or infrastructure. These resources are factors that contribute to increasing or decreasing the capacity of the country, depending on each point of view, and in general, each has two sides. Therefore, it is necessary to consider and fully evaluate both aspects of the impact on the export of goods as well as on the socio-economic development of our country.

Industry organization

This is the main factor in assessing the competitiveness of a country. The more tightly organized the industry is, the greater the power it will create for the economy. We can see Japan as a typical example in this case. In Japan, large economic groups are closely linked together in buying and selling, thereby creating barriers to prevent imports and foreign goods from entering the domestic market and boosting exports for the country. Or like Korea, thanks to the construction of industrial chaebols, it has created miraculous successes for this country's economy.

Leadership of State and Government agencies

The vision of leaders has a great impact on the export of goods, on the success or failure of the country's economy. The government creates necessary policies to protect the interests of import-export enterprises, maintain and develop the economy. The successful experience of countries in the region shows that any country with a state management apparatus

An elite country will manage the economy and society well. Moreover, there needs to be close cooperation between the Government and enterprises in policy making so that those policies can be implemented quickly and effectively. Issues related to the government such as corruption, multi-layered administrative procedures, misallocation of resources, political instability will hinder investors, causing loss of time, money and effort for import-export enterprises, thereby making it difficult for the economy and society to develop.

These five factors interact with each other to form the capacity of that country. (Diagram 1)

Figure 1: National Capacity

Leadership of

government

Culture, the

local views and values

Production resources

available

Social cohesion

of the country

Industry organization of

nation

(Source: Slide of "Local Marketing" course by Ms. Nguyen Thi Phuong Loan, Ho Chi Minh City University of Economics.)

1.3.4. Building a national marketing strategy

This is the final step in the process of planning a national marketing strategy. While building a national marketing strategy, it is necessary to pay attention to a number of issues such as: the national marketing strategy must be consistent with the goals and vision of that country in both the short and long term; in the process of building a national marketing strategy, it is necessary to pay attention to the issue of competition between countries at the present stage to have a smart marketing strategy that is most beneficial to our country. After completing this step, we will have a marketing strategy for our country to promote exports most effectively.

Thus, chapter one has mentioned the theoretical system of national marketing as well as the role of national marketing in promoting exports. Nowadays, countries around the world and Vietnam are implementing national marketing strategies more and more actively. Four national marketing strategies: image marketing, attraction marketing, infrastructure marketing and human marketing have also been focused on in our country in the past period. The next chapter will focus on studying and analyzing national marketing activities in the field of exporting goods based on the four marketing strategies above. Chapter two also goes into depth to analyze national marketing activities in some of our country's main export sectors in the period 2006 - 2010 and at the same time presents some general assessments and comments on the current status of Vietnam's national marketing activities and its impact on exports.

CHAPTER 2: CURRENT STATUS OF NATIONAL MARKETING ACTIVITIES IN THE FIELD OF GOODS EXPORT IN VIETNAM FROM 2006 TO 2010

2.1. National marketing strategy in the period 2006-2010

2.1.1. Vision and development goals

General Objective

During the period 2006-2010, our Party and State advocated maintaining political stability and economic growth. The 10th National Congress of the Communist Party of Vietnam issued a Resolution approving the Report on the direction and tasks of socio-economic development for the 5 years 2006-2010. After that, the Government issued an Action Program to implement the above Resolution, defining very clear economic, political and social goals. 15

In terms of economy , the Action Program sets out the goal of accelerating economic growth; improving the efficiency, sustainability and competitiveness of the economy. First of all, it is necessary to create strong changes in agricultural production; sustainably develop traditional industries while protecting the environment; create more jobs, improve the material and spiritual life of the people. The Government also proposed that it is necessary to focus resources on developing regional economy and marine economy. In addition, it is necessary to promote growth rate, improve quality and competitiveness of the industrial sector by: developing industries with competitive advantages, export products using a lot of labor; encourage investment in developing industries producing important raw materials, high technology, information technology; focus on

15 Prime Minister Nguyen Tan Dung, October 17, 2006, 5-year socio-economic development plan 2006 - 2010 , http://vietbao.vn/Xa-hoi/Ke-hoach-phat-trien-kinh-te-xa-hoi-5-nam-2006-2010/40167540/157/.

Focus on developing traditional industries; planning the development of industrial parks and export processing zones. In the period of 2006-2010, Vietnam must be proactive and create a turning point in international economic integration; improve the efficiency of foreign economic activities. The State advocates promoting and improving the quality of exports; rapidly increasing the proportion of exports of processed products with high added value, high technology content and competitiveness, diversifying export markets and supporting domestic enterprises to improve their competitiveness through investment promotion activities, trade, market development, brand building and protection.

In terms of politics and society , the plan sets out to maintain political and social stability, develop education and health care; create jobs for people; protect the environment; ensure national security and defense; and fight waste and corruption.

Export target

The Decision of Prime Minister Nguyen Tan Dung on approving the "Export Development Project for the period 2006 - 2010" 16 issued on June 30, 2006 stated our country's viewpoint on developing the export sector, which is: promoting the export of goods to contribute to GDP growth, developing production and attracting labor; Encouraging and mobilizing all resources

economic sectors and promote foreign investment attraction to develop export production, gradually creating branded products to meet the requirements of the world market.

Regarding the general goal, our State advocates developing exports with high and sustainable growth rates. Promoting investment in developing production of

16 Prime Minister Nguyen Tan Dung, June 30, 2006, Approval of the Export Development Project for the 2006-2010 period , http://luat.xalo.vn/phap-luat/Quyet-dinh/176957894/Phe-duyet-De-an-Phat-trien-xuat-khau-giai- doan-2006-2010.html.

Export products with competitive advantages, capable of capturing a significant market share in the world market. Shifting the export structure towards promoting the export of high value-added products; processed and manufactured products, products with high technology and intellectual content, gradually reducing the proportion of raw exports; promoting the export of services.

During this period, the specific target in the export sector is to strive to achieve an average growth rate of 17.5% per year in the export turnover of goods and reach about 72.5 billion USD by 2010. By 2010, the export of agricultural, forestry and fishery products will account for about 13.7%, the group of fuel and minerals will account for about 9.6%, the group of industrial and high-tech goods will account for about 54.0% and the group of other goods will account for 22.7% of the total export turnover of goods.

2.1.2. Local identification

In this section, the author only addresses the issue of local identification in the field of export development.

 Strengths

In terms of natural conditions , our country has very favorable natural conditions for the production of goods for export. It is a country with a hot and humid climate and a lot of rain, a long coastline, and diverse terrain including mountains, plateaus, and plains. Vietnam has many rivers, "a coastline of 3,260 km" 17 which is very favorable for our country to develop marine economic sectors such as aquaculture, fishing, and seafood processing. The East Sea of Vietnam is also an international maritime route, connecting the Indian Ocean and the Pacific Ocean, so trading with foreign countries is very convenient. Our country has many

17 Government Electronic Information Portal, January 20, 2010, Vietnam Coastal Road Planning,

http://www.baomoi.com/Info/Quy-hoach-tuyen-duong-bo-ven-bien-Viet-Nam/148/3773570.epi.

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