Improving the Competitiveness of Coffee Exports: A Case Study in the Central Highlands Provinces, Vietnam

The objective of this study is to identify the factors that affect the competitiveness of coffee exports in the Central Highlands provinces of Vietnam. Through reviewing previous studies, conducting field visits to enterprises, and consulting with experts, the author has proposed factors for the research model. A survey was conducted with representatives from 271 coffee exporting enterprises in the Central Highlands. The author used SPSS software to process the data and evaluate the factors in the proposed research model. The results indicate that five factors affect the improvement of coffee export competitiveness for enterprises in the Central Highlands provinces of Vietnam, listed in the following order: (1) Employee qualifications, (2) Readiness to apply technology, (3) Product diversity and quality, (4) Factors related to the production process, (5) Government support. Based on the level of influence of these factors, the author provides recommendations to help enterprises enhance their competitiveness in the coffee export market. This study also serves as a valuable reference for managers in the coffee export sector to develop policies that promote coffee export activities in the current fiercely competitive environment.