| dc.description.abstract | With an aim to study the relationship between export marketing strategy and export performance of dragon fruit export enterprises, this thesis conduct the hypotheses The marketing mix elements test on the exporters of dragon fruit export enterprises, all are small and intermediate companies, in Long An & Tien Giang provinces.
Quantitative method is applied in the study, with random sample size as the managers, specialists and key staffs who have tremendous experience in this sector. The results proves that 5 out of 6 independents elements of export marketing strategy such as product quality, product packaging, brand name, promotion strategy, distribution channels have positive impact on enterprise export performance, in term of financial and non-financial measures Pricing strategy, however, does not provide significant influence on export performance, the reason may be that Vietnam is still a major export country in this playground.
Besides the quantitative statistics, some opinions and suggestions from those experts are also collected from the open-ended question, given as the references for the conclusion and recommendations. Those are to assist the exporters as well as policy makers and relevant organizations have a specific picture on this industry, and propose suitable strategic planning.
In general, this industry is arising quickly and predicted as key product for sustainable development of Vietnam agriculture. However, there are still many obstacles needed to be solve for dragon fruit export’s continuous improvement and development. The overall findings support that the research and application of appropriate export marketing strategy is necessary in defining competitive advantages comparing to other foreign companies, contributing to a more effective performance and foreign market increasing. | en_US |
