ThesisAuthors: Pham, Thu Hien; Advisor: Pham, Thi Lien (2018)
Strongly development of the coffee industry shows vital role of this beverage in the our daily life. Vietnam is in the top five Asian countries for coffee consumption per capita after Japan, South Korea and Thailand. With population of over 90 million people, it has a
difference in the coffee culture that older than in other countries. This is a lucrative market for Vietnamese coffee companies to exploit and develop their brands. But the reality shows that this potential market is to be omitted because Vietnamese coffee enterprises focus on
exporting green coffee. In a current market economy, the fierce competition occurs among businesses and anyone who wants their products or servi... 
