OFF CAMPUS DIVISION

Assessment Brief

Course/ Programme

: BSc (Hons) Business Management

Module

: BAM6003 Global Marketing

Tutor

: David Ratcliffe

Student ID

: 1412355

Assignment Number

: One of One (100% of final mark)

Assignment Title

: Global Market comparisons Global Marketing of Basa

Fish

Assignment Length

: 5000 words +/- 10%

Issue Data

: 14 May - 2015

Submission Deadline

: 16 May - 2015

Table of Contents
I.

INTRODUCTION:.......................................................................................................4

II. PESTEL ANALYSIS FOR AUSTRALIA MARKET:....................................................5

1. Political Element:...................................................................................................5
2. Economic Element:...............................................................................................5
3. Social Element:......................................................................................................6
4. Technology Element:.............................................................................................8
5. Environment Element:...........................................................................................8
6. Legal Element:.......................................................................................................9
III.

PESTEL ANALYSIS FOR GERMANY MARKET:...................................................9

1. Political Element:...................................................................................................9
2. Economic Element:.............................................................................................10
3. Social Element:....................................................................................................10
4. Technology Element:...........................................................................................11
5. Environment Element:.........................................................................................12
6. Legal Element:.....................................................................................................12
IV.

MARKETING MIX FOR AUSTRALIAN MARKET:...............................................12

1. Product:................................................................................................................12
2. Price:.....................................................................................................................14
3. Place:....................................................................................................................14
4. Promotion:............................................................................................................15
V. MARKETING MIX FOR GERMANY MARKET:.......................................................15
1. Product:................................................................................................................15

2. Price:.....................................................................................................................16
3. Place:....................................................................................................................17
4. Promotion:............................................................................................................17
VI.

ENTRY MARKET STRATEGY FOR AUSTRALIAN MARKET:...........................18

1. Target Market:......................................................................................................18
2. Preliminary Screening:........................................................................................18
3. Selection Country:...............................................................................................19
4. Mode of Entry:......................................................................................................19
5. Process of Market Entry:....................................................................................20
VII.

ENTRY MARKET STRATEGY FOR GERMAN MARKET:...................................21

1. Target market:......................................................................................................21
2. Preliminary Screening:........................................................................................21
3. Selection country:...............................................................................................22
4. Mode of Entry:......................................................................................................22
5. Process of Market Entry:....................................................................................22
VIII. JUSTIFICATION FOR AUSTRALIAN MARKET:.................................................23
IX.

CONCLUSION:.....................................................................................................27

Bibliography...................................................................................................................28

I.

INTRODUCTION:

Aquaculture industry is very important in the economy of Vietnam and it appears a lot of
competition which includes national or foreign markets also. The purpose of this report
is to provide methods and analyze these methods for sending Basa fish into
international market and accessing to that market through four parts: PESTEL Analysis,
Market Entry Strategies, Marketing Mix and Justification for the appropriate selection.
These methods which are analyzed based on research sources and proven documents
that are collected.
Basa fish is a fresh water fish which is farmed in the Mekong river of Vietnam, it became
very popular all over the world. Because of its delicious taste and health benefits such
as: providing Omega 3, high protein, low fat and reducing bowel cancer, heart disease
and stroke. This report presents about exporting Basa fish into two considered markets
which are Australia and Germany with different factors such as different continents,
different culture and different lifestyle. With good relationship and high demand of Basa
fish of these two countries with Vietnam will be the reasons that two countries are
selected and analyzed in this report.
The first part of Market Research is about analyzing PESTEL which is the market
environment of these two countries. PESTEL means Political Economic Social
Technology Environment Legal and analyzing about PESTEL is very useful for
organizations to consider and have good decisions (Analyst, 2014). Secondly,
Marketing Mix and 4Ps analysis will be used because these includes everything about

tactical marketing tools to produce the response from the target market (Kotler &
Armstrong, 2012). The Market Entry Strategies would be applied in the third part and
this is how the company decided to follow the chances in foreign market. Last but not
least, the Justification for Appropriate Selection between Australia and Germany will be
analyzed based on what was proven and searched.
II.

PESTEL ANALYSIS FOR AUSTRALIA MARKET:

1. Political Element:
Ankit (2012) stated that Australia is a federal which is built by British Westminster
system with the structure of American federal. Australia is a peaceful country which
never has civil war, its government and politics are always stable at all levels and it is
unaffected by any religious (Intercoex, n.d.).
Moreover, Vietnam and Australia has a very strong relationship which is developing
from many fields such as politics security, economic to diplomatic and investment
(Vietnam Consulate , 2013). Because of these, Vietnam firms can have many
opportunities and advantages to enter to Australia market.
2. Economic Element:
Heritage (2015) stated that the successive governments have abolished the right to
control the financial markets and reduce trade barriers in the early 1980s. Australian is
the wealthiest country in the Asia Pacific with the score of economic freedom is 81.4
which is the freest economy in 2015 Index. With economic growth stabilizing around
3.5% per year for over 20 years, low and stable inflation. Australia is the most open

economy in the world, the most dynamic development in the industrialized countries
(Vietnam Export, n.d.).
According to Lucintel (2012), Australia has a positive growth from 2001 to 2012 even
when it was at the time of recession, its character is stable economy with the FDI
inflows increasing. In the next two years, the Australia economy is expected to grow to
$1.93 trillion compared to the global GDP growth with 3.9% CAGR.
SIAA (n.d.) stated that due to the needs of Australian seafood consumption will increase
more and Australia is a potential market for seafood exports Vietnam which is the third
largest supplier after New Zealand and China, accounting for 20% market share,
Vietnam can be the main supplier for Australia. In addition, the tax of importing products
in Australia market is 0% so this is the advantage for Vietnam to export as much as
possible (TTXVN, 2003).
3. Social Element:
The population of Australia is 23,886,685 million in 2015 with the daily increase is 849
people and this nature increase is considered as a positive nature increase (Geohive,
2015). Because the population is very young in 2015 so it is predicted that population
ageing will impact on Australia in next few decades and Australias population tends to
grow old like many other developed countries and this will be lack of demand for skilled
labor (Australian Bureau of Statistics, 2014).

Graph 1: Age structure of Australia in 2015 (Source: Population Pyramid).

Kwintessential (n.d.) stated that the main and primary language in Australia is English.
English is used everywhere in Australia so it is very easy for searching information.
Australian firms are very reality to the facts, their communication in business is a direct
communication and they place their relationships at a high value so foreign firms should
hire the person who is Australian or who can understand clearly about Australian culture
to have opportunities and take advantages in doing business.

4. Technology Element:
Australia has many achievements in development of technology and research.
Australias papers have 2% in the total of scientific papers in the world and that make
Australia lead in promoting new technology and innovations. Also, Australia is proud of
being famous about Commonwealth Scientific and Industrial Research Organization
(CSIRO) which is the biggest government research and development agency in
Australia. In addition, it has the highest Internet access when Australia entered the
world of the new millennium. The development of technology has improved the
economy of Australia and make it become a leader in importing and exporting in the
world (International Student, n.d.).
Because of the technology growth in Australia, it has increase many chances for foreign
firms to do the e-commerce and online marketing. The main language is English in
Australia so it must have English language in the companys website. Minister for
Human Services (2014) stated that by taking the benefits of the development of
technology and smart phones, the firms can support customer needs better and shorten
the distance between staff and customers.
5. Environment Element:
Australia has organized an event called Going green in Australia and the event proven
that Australia very concerned about the environment that they live in. Therefore, foreign
companies should adhere to the law, monitor the environmental indicators in all
activities, decrease the impact of production activities by using materials efficiency and
working towards the environment aims (Gandhi, 2014).

6. Legal Element:
Like many countries which are parts of British colony for a long time, the Australian
government applied Westminster which is originated from the UK. Australian
Constitution stipulated the federal legal system which includes three main parts: the
Legislature, the Executive and the Justice (Nguyen, n.d.). That is the reason why
Australia has a strong legal system.
There are six Free Trade Agreement (FTA) in Australia with eight which is under
negotiation and other countries which is in force and the FTAs commit each member to
access to market for services, goods and investment freely. Business should know
about government regulation so foreign firms need to research deeply before starting
business (AustralianGovernment, n.d.).
III.

PESTEL ANALYSIS FOR GERMANY MARKET:

1. Political Element:
The Federal Republic of Germany is a democratic republic which is founded in 1949
with federal government (Analyst, 2015). Over 60 years, Germany is a political stability
and democracy stability which were confirmed by the German people (Federal Minister,
n.d.)Cooprorative relationship between Vietnam and Germany are developing vaery
well in many areas such as economics, politics, education Also, Germany is a
importer of Vietnams Basa fish and these advantages can make Vietnam firms enter
the Germanys market (Thuy, 2015).

2. Economic Element:
Germany is the largest economy country in the world with GDP $3.629 trillion and it is
the most important market in EU. Also, Germany is the developing country with the GDP
growth rate around 6% in 2012 and it has a very strong infrastructure facilitates for any
business in that country (Myassignmenthelp, n.d.). TTXVN (2015) stated that the
German government raised its economic growth forecast to 1.8% from 2015 to 2016
which is confirmed the economic is on rise.
German market is developing based on the advantages on the labour market. Germany
is a importer which is the 3rd largest importer of Basa fish in VN so Vietnam is on the top
for supplying Basa fish for Germany (Thuy, 2015).
3. Social Element:
Geohive (2015) stated that Germany is one of large population counttry in EU with the
population is 82,576,284 million. However, this number is going to fall down with the
rate of yearly growth -0.11% and the daily increase is -249 people. Age structure of
Germany is going to become old population like many developed countries with the
percentage of the age from 25- 54 years is 41.7%.

10

Graph 2: Age structure of Germany in 2014 (Source: CIA).

The official language in Germany is German as their first language. With the high
educated population and the unique culture, English is the second language that
German people will be taught and that is the reason why German people speak English
more than French, Italian (Hoang, 2014). If the foreign firms just know only English, they
can live well in Germany. However, if the foreign firms want to have advantages in doing
business, they should hire German or who can speak both languages.
4. Technology Element:
According to Newsroom Editor (2012), Germany is a leading country in developing
technology and innovation, Germany has contributed a lot for science and technology
that other countries can not do.
11

Germany is the fifth largest internet population in the world which is 20.416 million and
the telecommunication systems is the most development in the world. With these
advatages, the foreign firms can have effective promotion and marketing online through
e-commerce with the dual-language website which includes German and English
(Myassignmenthelp, n.d.).
5. Environment Element:
Catherine Bolgar (n.d.) stated that Germany is afraid that climate change will affect the
economy and business so it decided to go green to decrease the environment
problems. Germany appreciates in evironmental activities and environmental laws to
reduce the barrier business competition.
6. Legal Element:
German is a democratic constitutional state, it ensures the legal stability, ensures the
Basic Law, protects the freedom and it is legal equality (Tatsachen-ueber-deutschland,
n.d.).
All exportation and importation laws in Germany are controlled by EU. EU may request
to allow the products on their markets are marketed and moved legally in another
Member State. Currently, there is no customs but tax statistical reports need to be
solved (A network apart, n.d.).
IV.

MARKETING MIX FOR AUSTRALIAN MARKET:

1. Product:
Marketing mix includes many tools and tactics to develop, strengthen the promotion of
its brands. However, each tool has different role to support the marketing process when
12

it enters into a new market. In all the elements, Product which is the combination of
goods and services the companies support to their target market (Kotler & Armstrong,
2012).
Basa fish became one of the most popular fish and the third most consumed fish in
Australia, Australian people prefer saltwater fish than freshwater fish because
freshwater fish in Australia has a smell of mud. Basa fish is very successful in Australia
because most of consumers dont know Basa fish is saltwater fish or freshwater fish and
the demand of seafood is growing (Bach, 2014). These are the reasons why Vietnam
firms can have advantages to enter into Australian market.
The majority of consumers do not like to buy the entire fish because they do not know
how to handle the fish, consumers often buy the boneless fish fillet which is packed and
handled available to save time on handling fish. Supplying Basa fish which is frozen
boneless, skinless lightly favored fillet, stored in a large frozen steel containers and
packed vacuum with the label includes important information such as the fish name,
manufacture (Made in Vietnam), net weigh, etc is the best choice.
The SIAA (n.d.) stated that Food Standard Australia New Zealand (FSANZ) is very
tough. Basa fish must be check strictly by the Australian Quarantine and Inspection
Service (AQIS) before releasing to ensure the quality to customers. Therefore, Basa fish
must be ensured by systems such as storage systems, packaging systems, refrigeration
systems before exporting .

13

2. Price:
In marketing mix, Price is a very important element for foreign firms because it creates
revenue and benefit for international firms (Global marketing today, n.d.). The
competitors of companies in Vietnam are Indonesia and Philippines but Vietnam is
known as the main source of exporting Basa fish and Vietnam export Basa fish more
than competitors because Basa fish is very to harvest because it grows very fast so
that will be advantages. The pricing strategy in this report is value - base strategy which
is based on the quality of the Basa fish.
L/C is the payment method that Vietnamese copanies should use in many international
banks. This method payment is very security for both importers and importers and it has
many advantages for exporters such as exporters can do business easily with unknown
sellers and receive payment of exported products after shipment and have all the
necessary requirement under L/C terms.
3. Place:
The channel which is used is indirect channel is a good choice. The firms can cooperate
with a dealer or a agent that is authorized to sell Basa fish in Autralia. From the agents,
the products will be redistribution to all markets, super markets, restaurants and stores
where are seen easily by housewife, chef and potential customers. Also, the agent can
help the firms to enter the market as well as contact Australian Quarantine and
Inspection Service (AQIS) and Food Standard Australia New Zealand (FSANZ) to
negotiate. In addition, the agent will provide a list of potential custome, necessary
information about Australian market and complete the required paperto save time and
money for the companies to do their business.
14

Because the technology is developing and the people who use Internet is quite hight in
Australia, a advantage of shopping online e-procurement will bring the benefit such as
reducing unnecessary cost, produtivity, control the process and visibility of spend
(Purchasing&ProcurementCenter, n.d.).
4. Promotion:
Kotler & Armstrong (2012) stated that Promotion is a series of activities that
communicate the value of the goods and make the target customer want to buy it.
Importers should build the strong relationship with agents and that is personal selling
which is the easy way to enter Australian market. First of all, Vietnamese firms will give
the related documents and papers which are certificates of safety food, the details and
pictures of products, etc. After that, the firms must create many promotion for
distributors when they buy a large amount of product.
Because media and technology has an imfluence on Australian people, Vietnamese
firms can advertise the products on the website with English to reach to potential
customers and distributors.
V.

MARKETING MIX FOR GERMANY MARKET:

1. Product:
Currently, Vietnams Basa fish is one of the fish that German consumers favored with
70% of all the imported fish in Germany because Germany does not have many sea
while Germans like to eat fish for their health. Also, Germany is the largest importer of
Vietnamese Basa fish in 110 coutries which imports this kind of fish (Airseco, n.d.).

15

Those are the advantages that Vietnamese firms should export more Basa fish into
German market.
Like Australia, German do not know how to handle the fish so Vietnamese firms should
export and supplying boneless, skinless Basa fish which is frozen and packed vacuum
to maitain the fish longer with the label has all the necessary information in dual
languages (English - German) such as the fish name, manufacture, net weigh, ect.
The Federal Ministry of Food and Agriculture is very strict so the Vietnams company
must go through FAO (Food and Agriculture Organization) to ensure the individual
requirements such as environment safety, food security, safe medical care and social
protection to achievie the exporting standard in EU and the quality before releasing.
2. Price:
The competitors of Vietnam are Indonesia, Malaysia, Bangladesh, Campuchia, China
and Laos which import Basa fish into Germany but with a very small scale. Because
Basa fish is sold at dumping price in Germany so the pricing strategy is competitivebased pricing which means the Vietnams firms will set the price similar or the same to
the market price to solve the dumping price problem.
L/C method is used by many businesses in international trade. It is the way that the
banks represent to replace the creditworthiness for importer and buyer and this method
ensures the exporters will get the money (Keegan & Green, 2015). Therefore, this
method payment will be applied like Australian market because it has many benefits for
both exporter and importer. However, each party should select the suitable banks to not
lose many fees or time.

16

3. Place:
In marketing mix, Place is an important role which is associated with other methods for
storing and transporting goods to take to places where goods can contact with
customer, that is why distribution systems will be very essential (Businesscasestudies,
n.d.).
For German market, the product will be sent to the retailers in Germany and from
retailers, products will be distributed and sold at all the stores, markets and super
markets, anywhere that the housewife or potential customers can buy and see the
products. This distribution system is selective distribution which is the way to sell more
products to customers and introduce the product to the German market, it helps to save
time and money to find place and introduce the products.
4. Promotion:
The promotion strategy which is applied is the sale promotion. VASEP has cooperated
with the Vietnam Trade Office in Germany, held presentations with German importers
and Vietnamese communities about the potential of processing and fish export items of
Vietnam businesses. In addition, the delegation also attended the seafood fair "local" in
the city of Bremen, which is the largest city of aquaculture industry in Germany. Here,
Vietnams fish has made a good impression with the local business world. Therefore,
the Vietnam firms should join in many exhibitions in Germany to introduce to many
potential customers. Also, the firms should advertise the product in public place which is
seen easily by potential customers.

17

Germany is known as a technology country so the firms should do the e-commerce

about the product on the Internet, online newspapers, etc which are related to food and
recipes how to cook Basa fish.
VI.

ENTRY MARKET STRATEGY FOR AUSTRALIAN MARKET:

1. Target Market:
The target market is the distributors who supplies Basa fish to the Australian market.
Understanding clearly about the benefits of seafood, Australian people consump
imported sefood double the amount that they catch so Australia is a potential market for
imported seafood distributors.
2. Preliminary Screening:
Preliminary screening is the basis for calculating the factors when a company wants to
enter the markets based on many elements such as macroeconomic, consumption,
monetary stability to decrease risks and find the information as much as possible to get
more opportunities when companies enter into a new market (Friesner, 2014).

18

Table 1: Preliminary Screening in Australian Market.

Country

GDP per

Political

Populatio

Basa fish

Total

Capita

Risk

n Growth

import

Score

Rate

from
Vietnam

Australia

60

70

50

80

11,200

New

40

60

40

60

6,600

Fiji

10

40

30

20

2,500

Weights

25

10

25

40

Zealand

Ranking based on the statistic on CIA.

3. Selection Country:
After analyzing many elements such as GDP per capita, political risk, population,
imported Basa fish from Vietnam; we can see that Australia has the highest score than
New Zealand and Fiji. Australia is considered as the largest country in Oceania with the
highest population, the most stable politic and the highest Basa fish consumption.
Therefore, the most potential market in Oceania is Australia.
4. Mode of Entry:
To save time, money and expenses, the mode of entry for this market is exporting which
is indirect exporting, this method is for companies which is lack of resources and it is
very suitable for Vietnams economy. It helps exporters contact and negotiate with the
distributors and enter the market easily without paying too much money.

19

5. Process of Market Entry:

Imported food in Australia must meet the Australian standards. Agency for Food
Standards Australia New Zealand (FSANZ) is a government agency responsible for
development and maintenance of the Food Standards Code of Australia and New
Zealand. Australian law requires that all foods must meet the food safety standards
prescribed in the Food Standards Code. This law applies to all foods sold in Australia.
The imported fish must be quarantined toughly to ensure the product quality, building
trust and relationship with agents, distributors, customers to enter the market easily
(ISMQ, 2014).
The dealer or agent will help companies search for information, contact and buying
behavior of potential customers and potential distributors when companies have enough
certificates of safety standards and hygiene demand such as ISO certification. The
Seafood Importers Association of Australia Inc. (SIAA) will be a potential customer for
foreign firms because their mission is to assess the potential of foreign ventures/firms
and they travel to investigate new fishing ventures daily around the world to import the
best quality Seafood into Australia.
After that, the firms will send the required certifications, sample pictures of product to
potential customers through agents by electronic communication such as e-mail, fax,
etc. to contact, negotiate and give them more information to convince them.

20

VII.

ENTRY MARKET STRATEGY FOR GERMAN MARKET:

1. Target market:
Germany understands clearly about the importance of seafood which increases the life
expectancy, reduce sickness and has many beneficial vitamin for all ages so German
people consump a lot of seafood. For those reasons, the target market of Germany is all
ages from children to elderly. Germany will be a potential market for Vietnams firms as
Basa fish became popular in Germany and demand of seafood consumption is
increasing.
2. Preliminary Screening:
Preliminary Screening process is an important step after selecting markets that
companies consider that markets are potential or not. After that, the companies will
eliminate the markets which are not potential and find the information about the rest of
potential market (Rao, 2007)

21

Table 2: Preliminary Screening in German Market.

Country

GDP per

Political

Populatio

Basa fish

Total

Capita

Risk

n Growth

import

Score

Rate

from
Vietnam

Germany

80

80

30

70

7,700

France

60

60

40

30

6,600

Finland

50

60

35

35

5,145

Weights

30

10

20

40

Ranking based on the statistic on CIA.

3. Selection country:
Germany has the highest score than France and Finland after analyzing many related
factors such as GDP per capita, Potitical Risk, Population growth rate, political risk,
imported Basa fish from Vietnam. Although the population growth rate of France and
Finland are higher than Germany, Germany still imports and consumps Basa fish from
Vietnam the most.
4. Mode of Entry:
For German market, the applied mode of entry is direct exporting which sells product to
foreign distributors without any parties involve. Although this method will cost higher
expense and take more time to enter the market, it helps the companies introduce the
products effectively, control the price, maitain the customers relationship and have
more new opportunities to expand the market.
22

5. Process of Market Entry:

According to the Government of Canada (2014),Germany set its own requirements for
the imported fish under the direction of the European Union (EU). Before the product is
imported to Germany, the companies must obey or comply with the related regulations
such as ingredients, label, packaging, required certificates, EU standards, etc. The
distribtion and importation of fish is usually processed by the specialized importers.
Before exporting to Germany, the foreign companies must send the required
certificates, samples to experts to test the standard of product to ensure the quality and
build trust to customers. There are many potential food retailing in Germany that
companies can expand and introduce the product such as Metro Group, Edeka / AVA
Group, Rewe Group, Aldi Group v Schwarz Group. The foreign firms must take part in
many exhibitions in Germany in the first month to collect the response information from
customers and markets. Then, the firms will decide to expand the product as well as the
distribution system to customer.
VIII.

JUSTIFICATION FOR AUSTRALIAN MARKET:

After analyzing many inportant factors and elements for copamies to export and do
business in other foreign markets such as PESTEL, Marketing Mix and Market Entry
Strategies for both countries which are Australia and Germany. In each section, the
author has focused and covered all the external and internal factors as well as
strengths, opportunities and threats for companies to decide the suitable countries to
export the product, do business, do the market strateges and enter into that markets.
The author based on the researched and analyzed the relevant information to choose
the most suitable country which is Australian market for companies to do the business
23

and export to foreign country for the first time. Finally, the author would give and present
the evidences, reasons and justify the market to explain why companies should choose
this market.
Australia is a potential market for imported Vietnam Basa fish.
-

Vietnam is one of three the largest seafood suppliers which is behind New
Zealand and China. The growth rate imported seafood from Vietnam to Australia
in the last 3 years has always maintained at a positive and very high level. In
2013, Vietnam exports seafood to Australia reached $ 206 million which is up to
12.3% over the first 9 months in 2012. Vietnams exported seafood to this market
increased to 35% in 2014 which is very impress compared to the same period in

2013, reaching more than $ 156 million (TTXVN, 2015).

With a very high population of over 23 million people and the Australian is one of
the countries which have the highest GDP living standards in the world with fish
consumption per capita increased from 10 kg / year in 1990s to around 25 kg /
year at present with its stable economy. However, consumption per capita is still
missing 40% which is recommended by health organizations in that country.
Therefore, demand for fish consumption in Australia will increase further and
Australia is a potential market for seafood exports of Vietnam (Ministry of
Industry and Trade of the Socialist Republic of Vietnam, 2014). In many years,
Vietnam's seafood has a very good penetration in Australia. Although Australia is
a country surrounded by the sea, the imported seafood demand still remains

strong, the enter amount of each year is up to 60% of domestic demand.

Basa fish which increased 63.9% in volume and 50.4% of turnover is one of the
third most fish consumption in Australia and Australian consumers like Basa fish
24

because of its taste and reputation. Australian people consume imported seafood
double the amount than they catch in over 50 years because the Australian
population grows, the demand of seafood would increase too. With the demand
is increasing rapidly, Basa fish can support enough for all Australian people
because Basa fish is very easy to raise, grow, harvest and it is always ready to
be sold and served the customers. In addition, Australia's inflation rate in 2014 is
at 1.3% which is the lowest level in nearly 3 years and that is an opportunity and
a positive economy for foreign companies to export, do business and invest in
Australia (TTXVN, 2015).
Australia has a low tax rate and strong relationship with Vietnam.
-

In the last 40 years, the trade relationship between Vietnam and Australia has
developed vary strong. Relationship between Vietnam and Australia is a bilateral
relationship which is on the rise and that will be a good condition for two
countries can work together to strengthen trade, develop economic and motivate
to export as well as tax rate between the two countries. Also, the legal framework
between Vietnam and Australia will be a pedal to motivate and promote the trade

relationship between two countries (Vietnam Consulate , 2013).

Australian importation tax is calculated on the basis of FOB price which means
the price of goods in container has been closed and transferred to the deck at the
port of shipment (sea port or airport). Freight and inland premium to the last great
at export ports are included in the total taxable price. It is over 80% or around
86% tariff lines in Australia has tariff rate below 5%, with around 45% of which is
tax-free tariff lines. The average level of current applied tariff is 4.4% (3.9% for

25

developing countries and 1.72% for least developed countries - LDCs) (Vietrade,
-

2013).
Currently, exported seafood tax of Vietnam to Australia is 0%, which is pretty
huge advantage and opportunity for seafood in our country to improve the
competitiveness in Australia market. To be competitive, businesses must need a
great effort because Australia is an import market which demands about the
quality of food safety and product design, packaging and delivery time. The
parameters on the package as origin, nutritional ingredients, packaging expiry
date must be printed clearly and easily recognizable. Execute all the above
conditions, the level of exports to Australia will increase (InforTV, 2008).

Australia has the high demand of Basa fish and low competition.
-

In reality, the Australian demand of seafood exceeds double the amount that they
catch wildly. Australia must import about 200,000 tones of seafood every year to
allow Australian people maintain the nutrition in their every diet daily. In addition,
Australian people understand the important of the seafoods role for their health
and Australian Heart Foundation recommend Australian people to have at least
two or more seafood meals per week, that is the reason why the demand of
seafood in Australia is increasing significantly and to provide enough for their
demand, Australia must import seafood from foreign countries. Basa fish with its
healthy nutrition, white meat, taste and suitable price is the most favorite fish to
Australian consumers. In 2005, Basa fish sold in Australia could be up to seven
thousand tons, bringing this fish to be number one in all kinds of fish that
Australian people consume.

26

The shopkeeper selling fried breaded fish, a traditional food of the people of
Australia, which is the fish and chips are also found that Basa Vietnam are
suitable for processing this dish. Therefore, many shop used Basa fish instead of
traditional fish used but the majority of buyers do not know about. On the other
hand, the price of Basa fish is quite cheap and that is a advantage to make

customers buy this fish.

There are many competitors who export Basa fish like Vietnam such as
Indonesia and Philippine. However, Vietnam is known as the main exporter of
Basa fish in Australia and around the world. Also, the Australian people try to buy
cheap seafood but healthy for their families in daily meal, the price of Basa fish is
cheaper than Indonesia and Philippine so this is the advantage for Vietnams
firms.

IX.

CONCLUSION:

This report presents all the full research and analyzed information about exporting
Basa fish to sell into foreign markets which are Australia and Germany for the first
time. Based on analyzed and researched information about environment and
creating the market entries strategies for those two countries, also the threats and
opportunities, Australia is the chosen market for company to enter. To develop the
revenue and achieve goals in Australian market, the company must ensure the
quality of the Basa fish before exporting, deliver the product on time, maitain and
build strong relationships with local customers, agents and distributors.
END.
Words Count: 5,272.
27

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