Author: Thi Thanh Phuong Nguyen
Abstract: This study intends to analyze the factors affecting fresh flower consumption strategy of Vietnam in foreign markets when Vietnam integrates TPP (Trans- Pacific Strategic Economic Partnership Agreement - also known as TPP). Qualitative and quantitative research methods were used to perform a survey on 140 managers and experts working in exporting fresh flowers in Da Lat. The research results show that fresh flower consumption strategy of Dalat is affected by the following 05 elements: (1) Development policy, (2) Technology Engineering (3) Quality management, (4) Sales promotion, and (5) Supply capacity. Through the study results, measures to improve the consumption Dalat fresh flowers into foreign markets in the future are proposed. After the data analyzed, the obtained main objectives of this study were to: First, identify the factors affecting fresh flower consumption strategy of Dalat in foreign markets; Second, determine the priority orders of the impact factors affecting fresh flower consumption International Journal of Economics, Commerce and Management, United Kingdom Licensed under Creative Common Page 475 strategy of Dalat; Third, propose solutions to enhance the affecting fresh flower consumption strategy of Dalat in particular and Vietnam in general in overseas markets in the future. Study found that all five factors have positively correlated to fresh flower consumption strategy of DaLat in foreign markets.
Keywords: Consumption, consumption strategy, competitive strategy, development strategy, overseas market.
