| dc.description.abstract | The objective of this study is to ascertain the strengths, weaknesses, opportunities, and
threats of Vietnamese coconut export enterprises, with the aim of devising an
appropriate expansion plan for the global market, with a particular emphasis on the
European market. The initial SWOT analysis was carried out using secondary data
obtained from secondary sources. The utilization of in-depth interviews in conjunction
with pairwise comparison-based survey ratings on a Likert scale facilitated a
comprehensive evaluation of both internal and external factors pertaining to the
industry under investigation. This approach yielded more insights and enabled the
modification of the SWOT survey by incorporating the latest perspectives from the
industry. The gathered data was subjected to analysis utilizing the AHP methodology
within the Microsoft Excel software. Based on AHP analysis, the study identifies
priority factors by quantifying the significance of SWOT components. The integration
of significant priority factors yields four distinct strategic alternatives, namely SO, ST,
WO, and WT. This study proposes export strategies tailored to each type of participants
based on the SWOT-AHP analysis. The study included three participants that
represented common types of coconut export enterprises in Vietnam. They were
categorized as Large-scale exporter, representing a large-scale player, Intermediary,
signifying an intermediary possessing a proprietary brand, and Family-owned exporter,
denoting a small-scale coconut exporter owned by a family. Each participant was
queried regarding their strengths, weaknesses, opportunities, and threats. Despite
operating within the same industry, their respective viewpoints regarding the potential
opportunities and threats diverge. | en_US |
