Thesis Final Lychee Full

FACULTY OF BUSINESS
A DRIVEN-DATA GREY APPROACH TO PRIOTITIZING

STRATEGIES FOR VIETNAM'S LITCHI EXPORTERS
TARGETING THE CHINESE MARKET
STUDENT NAME ID
Pham Hong Quan HS153111
Dong Thi Hang HS150657
Trinh Phuong Anh HS150680
Vu Ngoc Ha HS150650
Nguyen Thi Cam Tu HS150573
SUPERVISOR: PH. D NGUYEN PHI HUNG
THESIS SUBMITTED IN FULFILMENT OF THE

REQUIREMENTS FOR THE DEGREE OF BACHELOR OF
INTERNATIONAL BUSINESS
DECEMBER 2023
ACKNOWLEDGEMENT
We would like to extend our heartfelt thanks to all those who supported us during our
academic journey. Without their assistance, we would not have been able to achieve our
goals in this thesis.
First and foremost, we would like to express our sincere appreciation to our
supervisor, Professor Phi-Hung Nguyen. He not only provided us with the invaluable
opportunity to undertake this remarkable project but also offered unwavering support,
motivation, and expertise throughout the entire research journey. Professor Nguyen's
guidance has enabled us to acquire new skills and competencies essential for the successful
completion of this project.
Secondly, we would also like to acknowledge the Faculty of Business lecturers at
FPT University for their continuous support and guidance throughout our four years of study.
Their knowledge and skills equipped us with the tools to complete this project successfully.
Additionally, we would like to express our sincere thanks to the participants who
volunteered their time to assist us throughout the survey and research phase. Share your
knowledge to participate in our research. Your contributions are essential and critical to
collecting data and conducting meaningful analysis.
Last but not least, Completion of this dissertation would not have been possible
without the dedicated efforts and collaboration of team members as well as the support of
individuals involved in this endeavor.
Supervisor’s signature Hanoi, December 2023
Thesis's authors
Pham Hong Quan

Dong Thi Hang
Trinh Phuong Anh
Ph.D. Nguyen Phi Hung Vu Ngoc Ha
Nguyen Thi Cam Tu
ABSTRACT
The export of lychees from Vietnam to the Chinese market had immense growth and
profitability potential yet was fraught with difficulties and risks. Achieving competitiveness
and success necessitated identifying and prioritizing strategies based on a meticulous
assessment of the strengths, weaknesses, opportunities, and threats (SWOT) confronted by
exporters. Rather than employ traditional decision-making methods with inherent limitations,
this study presents a data-driven approach integrating Grey Systems Theory (GST) to
overcome data deficiencies, handle uncertainty, and improve efficiency, thereby enabling the
prioritization of SWOT strategies for lychee exports.
The proposed method encompassed focused data collection from exporters, industry
experts, and stakeholders via surveys and extant databases. The aggregated data were
converted into Grey numbers to encapsulate the subjective judgments and ambiguity
associated with SWOT factors. Subsequently, analytical techniques including Delphi,
Analytical Hierarchy Process (AHP), and Technique for Order of Preference by Similarity to
Ideal Solution (TOPSIS) were employed to evaluate and determine the influence of each
factor to formulate prioritized SWOT strategies. The results impart exporters with invaluable
insights into factors impacting their competitiveness in the Chinese market. The prioritized
SWOT strategies empower exporters to make judicious decisions such as enhancing quality
or leveraging electronic platforms to access target markets, thereby maximizing success
prospects.
In essence, this study aims to propound solutions to improve the competitiveness and
success of lychee exports from Vietnam to China by utilizing an integrated SWOT matrix
and GST approach supplemented by multi-criteria decision-making (MCDM). The findings
establish a strategic vision for exporters, researchers, and policymakers in the fruit export
industry toward long-term, sustainable development.
TABLE OF CONTENTS
ACKNOWLEDGEMENT
ABSTRACT
LIST OF TABLES
CHAPTER 1: INTRODUCTION 1
1.1 Background 1
1.1.1 Topic Background 1
1.1.2. Chinese market 4
1.1.3 Market-entry barriers and competition 5
1.1.4 Practical Problem 7
1.2 Research Objectives 8
1.3 Research Questions 9
1.4 Research Scope 9
1.5 Research Methodology and Data 9
1.5.1 Research Methodology 9
1.5.2 Data View 10
1.6 Contributions 10
1.7 Conclusions 11
1.8 Thesis Outline 11
CHAPTER 2: LITERATURE REVIEW 13
2.1 Overview of Previous Studies on Vietnam Fruit (Litchi) Export and Competitiveness 13
2.1.1. Review of existing studies and research 13
2.1.2 Factors influencing competitiveness and success 16
2.2 Theoretical Foundations and Models for Decision-Making 23
2.2.1 Comparative Advantage Theory 23
2.2.2 SWOT Analysis 25
2.2.3 Grey system theory and MCDM Applications 36
2.3 Research gaps 39
2.4 Conclusions 41
CHAPTER 3: METHODOLOGIES 42
3.1 Research Process 42
3.2. G-Delphi Method 44
3.3. G-AHP Method 46
3.4. G-TOPSIS method 48
3.5. Conclusions 49
CHAPTER 4: FINDINGS AND ANALYSIS 50
4.1 Descriptive Statistics 50
4.2. Data Analysis and Results 54
4.2.1. Result of G-Delphi method 56
4.2.2. G-AHP for Weighting Calculation 61
4.2.3. G-TOPSIS 78
4.3. Discussions 89
CHAPTER 5: CONCLUSIONS 92
5.1. Summary of findings & answer the research questions. 92
Question 1: What is the current status of exporting Vietnamese lychee fruits to the Chinese
market? 92
Question 2: What factors influence Vietnam’s lychee export to the China market and which one
has the most at least influence? 93
Question 3: What strategies should be chosen to improve the competitiveness of Vietnamese
lychees when exporting to the Chinese market? 94
5.2. Conclusion 94
5.3. Implication 95
5.3.1. Theoretical Implications 95
5.3.2. Managerial Implications 95
5.4. Limitations and suggestions for future works 96
APPENDICES 98
Table A1. LIST OF EXPERTS 98
GREY DELPHI SURVEY 99
GREY AHP SURVEY 103
TOPSIS SURVEY 108
REFERENCES 110
LIST OF FIGURES
Figure 3.1. The research processes. 43

Figure 4.1. Agree to participate distribution chart of respondent 52
Figure 4.2. The importance of factors distribution chart of respondent 52
Figure 4.3. Gender distribution chart of respondent 53
Figure 4.4. Age distribution chart of respondent 53
Figure 4.5. Experience distribution chart of respondent 54
Figure 4.6. Education level distribution chart of respondent 54
Figure 4.7. Job distribution chart of respondent 55
Figure 4.8. The research framework. 57
LIST OF TABLES
Table 2.1. 35 determinants belong to 7 main factors. 19
Table 2.2. SWOT Matrix. 33
Table 3.1. Linguistic scale and grey number. 45
Table 3.2. Linguistic level and the score of the important index for paired
comparisons matrix in AHP-G. 46
Table 4.1. Descriptive for demographic data of respondent 51
Table 4.2. Experts’ assessment for initial CSFs 57
Table 4.3. Result of Grey data as inputs to the G-Delphi method 58
Table 4.4. Result of G-Delphi method. 59
Table 4.5. Weighting and Ranking Results of G-AHP 61
Table 4.6. Initial Comparison Matrices 64
Table 4.7. Crisp matrix (CM) for CR. 64
Table 4.8. Normalized matrix for CR. 65
Table 4.9. Integrated Grey Comparison Matrix 65
Table 4.10. Results of Grey Weighting Value of Main Criteria 66
Table 4.11. Initial Comparison Matrices of F1 67
Table 4.12. Crisp matrix (CM) for CR for F1 67
Table 4.13. Normalized matrix for CR of F1 67
Table 4.14. Integrated Grey Comparison Matrix of F1 68
Table 4.15. Results of Grey Weighting Value of Sub- Criteria (F1) 68

Table 4.17. Crisp matrix (CM) for CR of F2 69
Table 4.30. Results of Grey Weighting Value of Sub - Criteria (F4) 73

Table 4.44. Weighting and Ranking Results of G-AHP 77
Table 4.45. Experts’ assessment for ST1 80
Table 4.46. Experts’ assessment for ST2 81
Table 4.47. Experts' assessments for ST3 81
Table 4.50. Grey numbers, Linguistics level and Code in survey 83
Table 4.51. Result of Grey data as inputs to the G-TOPSIS method for ST1 83
Table 4.56. Average of expert’s assessment 87
Table 4.57. Normalization of average expert’s assessment 88
Table 4.58. Positive ideal alternative and Negative ideal alternative of expert’s
assessment 89
Table 4.59. The distance of strategies to positive and negative ideal solution 90
Table 4.60. Closeness coefficient of strategies 91
ABBREVIATIONS AND ACRONYMS LIST
Abbreviation Full definitions
SWOT Strengths, Weaknesses, Opportunities, and Challenges
MCDM Multi-criteria decision-making
VietGAP Vietnamese Good Agricultural Practices
GLOBAL GAP Global Good Agricultural Practice
GST Grey systems theory
G-Delphi Grey Delphi
G-AHP Grey Analytical Hierarchy Process
G-TOPSIS Grey Technique for Order of Preferences Similar to Ideal Solutions
CR Consistency Ratio
CSF Critical success factor
CM Crisp matrix
CV Consistency vector
WSV Weights sum value
CI Consistency Index
RI Random Index
EMI Extreme Importance
VSI Very Strong Importance

SI Strong Importance
MI Medium Importance
EI Equivalent Importance
CHAPTER 1: INTRODUCTION
1.1 Background
1.1.1 Topic Background
1.1.1.1 Lychee production in Vietnam
Vietnamese lychee is a famous agricultural product in the Northern region of
Vietnam. Lychee is considered one of the tops for improving cardiovascular health, which
can prevent cancer, but also help make the skin more beautiful (Choudhary, 2013). Besides,
although jobs such as harvesting, weighing lychee, packing, etc. it is hard work, but it can
also help workers earn from several hundred thousand to millions of VND per day (S.
Nguyen, 2022). This product is not only an important source of income for local farmers but
also the pride of Vietnam in the international agricultural market, maintaining and developing
our country's image in the field of agriculture and food.
Lychee is grown mainly in Thanh Ha district, Hai Duong province and Luc Ngan
district in Bac Giang province. According to the socio-economic report of Thanh Ha district,
the district has expanded production by 30 hectares of lychee to meet the requirements of
VietGap, an additional 50 hectares to meet GlobalGap standards, bringing the total lychee
cultivation area in the district to 450 hectares meeting VietGAP standards and 100 hectares
meeting GlobalGAP standards. With the cultivated area in the district reaching the above
figure, besides the combination of science and technology applied in care and favorable
natural conditions, by the end of 2022, the whole area of Thanh Ha district has harvested an
estimated 44,000 tons (up 3000 tons over the same period in 2021) (Phuong Thao, 2022).
Harvested in the main season reached 13,000 tons and before the season was 31,000 tons of
lychee. The quality of lychee after harvest is also of high quality, less prone to pests and
diseases than in previous years. Thanks to the efforts in the process of improving arable land
and applying technology to cultivation, Thanh Ha district has achieved a total consumption
value estimated at VND 1,360 billion (an increase of nearly VND 200 billion - with VND
1,200 billion - compared to 2021) (Phuong Thao, 2022).
In addition to Thanh Ha district with lychee production reaching such expected
figures, Luc Ngan district in Hung Yen province also earns more desirable numbers after the
lychee season in 2022. In this year, the total lychee cultivation area in Luc Ngan district
reached nearly 17.4 thousand hectares (an increase of 1.9 thousand hectares over the same
period in 2021), of which the total lychee cultivation area qualified according to VietGAP
standards was 13 thousand hectares, is nearly 30 times higher than the production area
according to VietGAP process of Thanh Ha district (D. Vu, 2022). Despite being directly
affected by prolonged cold weather, the harvest of lychee is still at an increased figure,
estimated at 126.6 thousand tons. This figure demonstrated an increase of more than 6
thousand tons compared to 2021, lychee output 2021 were around 120 thousand tons (Doan
Dai, 2021). In 2022, China has adopted a "Zero Covid" policy that has somewhat affected
Luc Ngan district ability to export lychee to this potential market. But with the coordination
and timely introduction of export support measures of agencies and agencies of Bac Giang
province such as organizing large-scale trade promotion activities, connecting supply and
demand… has helped the consumption of lychee to be favorable. It is estimated that the total
15
production value reached VND 3.8 trillion, the total export value reached more than VND
1.25 trillion. With that total production, about 84.7% thousand tons were consumed
domestically, about 41.8 thousand tons were exported to markets such as China, Australia,
Japan, EU countries, ... In particular, the Chinese market accounts for 95% of the total lychee
export volume of Luc Ngan district (D. Vu, 2022).
In addition to Thanh Ha and Luc Ngan districts, which are often known as the two
largest lychee production "capitals" in Vietnam, the Central Highlands have also started to
participate in the "game" of lychee cultivation only in the past 20 years. Among the districts
in the Central Highlands, Ea Kar district is emerging as a notable lychee growing center with
the largest planting area, up to about 1,000 hectares. About 600 hectares in this area are used
to harvest lychee, and this year's production has reached about 9,000 (C. L. Nguyen, 2023).
The success of lychee cultivation in Ea Kar not only marks innovation in the way
farmers do business, but also demonstrates the high economic efficiency of this plant. Thanks
to the high market value and vast export potential, farmers who used to mainly grow short-
term crops have gradually shifted and invested in the cultivation of lychee. This not only
creates opportunities to increase incomes but also promotes economic and social
development in the region, making Ea Kar an exemplary example of leveraging the potential
of agriculture to enhance the quality of life of farming communities (Di. T. Duong, 2020).
1.1.1.2 Implications of lychee production for Vietnam's economy
Lychee production in Vietnam contributes significantly to the national economy and
brings many important benefits. Firstly, lychee cultivation creates a steady source of income
for farmers and households across the country. Rural areas such as Thanh Ha, Luc Ngan and
the Central Highlands are developing as early lychee production centers. Lychee production
provides jobs for millions of rural people and contributes to improving their quality of life
(Thu Ha, 2021)
Secondly, Vietnamese lychee is known for its unique quality and taste, which has
helped Vietnam open up major export markets in many countries around the world. In rural
areas such as Thanh Ha and especially Luc Ngan, lychees have become the pride of the
people and an integral part of daily life. The cultivation and care of lychee is not only
occupational work but also a spiritual and cultural part of the farming community. Lychee
production provides an opportunity to work in both crop care, harvesting and product
processing, thereby providing income to millions of rural people. This improves their
livelihoods, education and health, while alleviating economic pressure on farming
households (Viet Hung, 2017).Lychee export not only ensures a stable source of income for
farmers but also contributes to improving Vietnam's trade situation and trade balance,
contributing to the country's export capacity (Ha Anh, 2023). It helps create even more job
opportunities in the field of operations, food processing and service support. Thereby,
contributing to reducing unemployment and improving the quality of life for the farming
community, contributing to the sustainable development of Vietnam's agricultural economy.
Thirdly, lychee production promotes sustainable agricultural development. To obtain
quality lychees, farmers must use superior cultivation and agricultural management
16
techniques, which promote the development of sustainable agriculture. It helps to use natural
resources more efficiently and ensures the sustainability of food supplies (T. Ngo, 2019).
Fourthly, lychee production promotes the development of rural infrastructure and
related services. This includes improving roads, circulation, and technological levels (V. N.
Nguyen, 2021). In addition, it also encourages the development of support services such as
packaging, food processing industry and logistics services.
Finally, lychee production helps ensure food security and agricultural productivity in
the country. Lychee is an important part of the food source and contributes to meeting the
food needs of the Vietnamese population, ensuring food security, and helping to improve
agricultural productivity in the country. In conclusion, lychee production not only plays an
important role in the food supply but also contributes significantly to the economic and social
development of Vietnam.
Currently, local authorities involved in lychee cultivation and Vietnam have always
coordinated with businesses in China to cooperate in development, promote competitiveness
to facilitate trade promotion between the two sides to help Vietnamese lychee products
penetrate deeply into the Chinese market in other countries. locations such as e-commerce
trading floors or supermarket chains (nhandan.vn, 2022).
1.1.1.3 Difficulties of lychee production in Vietnam
Vietnamese lychee in general and lychee in specialized cultivation areas in particular
have achieved certain successes when achieving very impressive numbers in recent years
with total export turnover in 2021 reaching 47.4 million USD, in 2022 reaching 27.4 million
USD (down 42.3% compared to 2021) (H. Nguyen, 2023b). This is the result of agencies
from local, provincial to central levels having taken measures to support and offer solutions
to improve the consumption capacity of the that is considered the "queen" of these tropical.
But in addition to the numbers achieved, it is also worth acknowledging the fact that the
lychee production of 2022 has almost halved compared to 2021. That comes from climate
change, the influence of natural conditions has impacted on the production and export of
lychee to foreign markets, especially the Chinese market.
The first is the seasonal change of weather in Northern Vietnam. Northern Vietnam
features a tropical monsoon climate. Hot and humid rains are abundant and are sharply
differentiated from north to south, from east to west and from low to high. However, the
weather in areas specializing in lychee cultivation such as Hai Duong or Bac Giang has
alternating and unusual sunshine and rainfall, irregular rainfall will lead to cracked skin, rot
and will affect the quality of output products (An Ngoc, 2022). To obtain lychee of high
quality, meeting standards for domestic consumption as well as for export, it is necessary to
have reasonable climatic conditions so that lychee trees can grow best and fruit without
difficulty. Therefore, natural conditions are one of the factors that greatly affect the
development and fruiting process of lychee trees.
The second is about the problem of pests of lychee. In addition to the factor of natural
conditions affecting the yield of lychee, the problem of pests and diseases is also one of the
factors that farmers must be extremely concerned about if they do not want their own efforts
to become harmless. The lychee borer is one of the common pests during the lychee season
17
that affects the yield and quality of the lychees. To be able to supply lychee to the market as
well as export, it is necessary to thoroughly deal with this pest problem (H. Nguyen, 2018).
How to use the drug, the right time to use the drug is extremely important to help the plant be
healthy, the lychee will be of better quality, which has been carefully guided by experts of
the Institute of Plant Protection to farmers to achieve high yields.
The third is about pest and disease management. The treatment and preservation of
lychee after harvest are also being paid great attention by traders and farmers, especially in
areas producing lychee according to VietGAP standards. As a rule, before harvesting litchi, it
is necessary to stop using pesticides and growth stimulants for at least 10-15 days. Harvesting
should take place when the reaches physiological maturity, preferably in the early morning or
cool afternoon to avoid direct sun and dehydration. Harvesting tools should be sharp, and the
fruit should be stored far from the soil and not left overnight. During transportation, it is
necessary to avoid overloading the basket, stripe, thoroughly lined and covered to protect the
fruit from damage and the effects of sunlight (favri.org.vn, 2011).
The fourth is the role of infrastructure and transportation in the export of lychee.
Transportation networks and infrastructure play an important role in lychee production and
export. They connect lychee production with international markets and ensure efficient
storage and transportation (Minh Trang, 2023). However, to face challenges and ensure
performance, it is necessary to upgrade infrastructure, optimize transportation processes,
manage product quality, train human resources, and integrate information technology. These
innovations help the lychees industry grow sustainably and maintain its importance in
international markets.
Above is information about the production and meaning of lychee in Vietnam. In
particular, lychee is described as a famous agricultural product in the Northern region, with
many health and income benefits for farmers. In particular, Thanh Ha and Luc Ngan districts
stand out with impressive lychee production. The article also highlights the significance of
lychee production for Vietnam's economy, including providing income to farmers, opening
export markets, promoting sustainable agriculture, improving rural infrastructure and related
services, ensuring food security and agricultural productivity in the country. However, the
analysis also addresses a number of challenges encountered, including climate change, pests
and diseases affecting lychee crops, post-harvest management, and improved infrastructure
and transportation to sustain and grow lychee production and exports.
1.1.2. Chinese market
According to Narayana (2022), lychees are one of the best summer fruits due to their
higher content of vitamins, antioxidants, and numerous health benefits, therefore, consumers
are growing more sensitive to health issues and dietary concerns. Lychees are well-known as
nutritious fruits. Lychee is a unique fruit that is gaining popularity not only in the European
market but also in the Chinese one. Referring to the statistics of Zhihu (2023), China's
national lychee output in 2022 was 2.531 million tons. Climate change would reduce national
lychee output by 10.06% compared to the same period last year. As a result, China's national
lychee consumption might be expected to be dependent on imported lychee.
18
Almost all of China's imported lychees come from Asean countries such as Malaysia,
Myanmar, Thailand, and Vietnam. In 2022, most China's imported lychee-related items came
from Vietnam, Thailand, and France, with fresh lychees from Vietnam accounting for
98.95%, canned lychees from Thailand accounting for 1.04%, and lychee products from
France accounting for 0.01%, also canned lychees (zhuanlan.zhihu.com, 2023). China is one
of the most crucial export markets for Vietnam. Tapchicongthuong.vn (2023) pointed out
that with a growth rate of 17.6% in the first 4 months of 2023, fruit and vegetable products
have become a bright spot in the country's export activities. In particular, the sharp increase
in fruit and vegetable exports to the Chinese market has promoted growth in the fruit and
vegetable industry. The potential for exporting fruits and vegetables to China is huge because
of high market demand.
In terms of the Vietnam- China trade dynamic, Vietnam and China have signed some
trade agreements such as the Vietnam - China Border Trade Agreement and ASEAN China
Free Trade Area (ACFTA), etc. The long-term economic connection between Vietnam and
China has resulted in the signing of several trade agreements that have a significant influence
on commerce between the two nations. The update of the General Department of Customs in
May 2023 shows Vietnam - China trade still reached an average of more than US $10
billion/month despite the general influence of the global economic downturn
(haiquanonline.com, 2023). In the Vietnam Business paper, Le (2023) determined Vietnam
is the largest market supplying these 9 types of fruit to China in the first 3 months of 2023,
reaching 376.3 thousand tons, worth 342.3 million USD, down 15.4% in volume but up
2.1%.
In the first 2 months of 2022, the value of fruits and vegetables exported to China
decreased by nearly 19% compared to the same period last year, reaching only 260 million
USD, this is the first time the Chinese market has dropped below 50% of Vietnam's total fruit
and vegetable export turnover (Chuong Phuong, 2022).Therefore, the Vietnamese
government must urgently find measures to rescue lychee output that cannot be exported to
China by exporting to 30 different markets: China, the US, EU, Japan, Korea, countries in
ASEAN, the Middle East... and is continuing to expand (Song Ha, 2023b) By 2023, the zero
COVID policy will be lifted, many things will improve for Vietnamese goods exports. In
spite of those dependencies, China is still a potential and easy-going market for Vietnamese-
exported lychee.
1.1.3 Market-entry barriers and competition
1.1.3.1 Barriers to entry
The export of Vietnamese lychees to the Chinese market is both a potential
opportunity and a great challenge when facing barriers to enter this market. China is a
densely populated country and the growing demand for fresh and safe food, has become one
of the important destinations for Vietnam's agricultural industry. Currently, there are 9 fruits
allowed to export official Chinese gasoline such as longan, lychee, dragon fruit... in the first
three months of 2023, reaching 376.3 thousand tons, worth 342.3 million USD, down 15.4%
in volume but up 2.1% in value (T. Le, 2023). This shows that the export potential of
vegetables in general and lychees in particular to China is huge because of high market
demand. On the other hand, the Chinese market has always been a traditional market,
19
consuming most of Vietnam's fresh lychees. However, entering this market is not easy and
faces many barriers. When China is no longer the easy market it was many years ago. As the
Chinese economy has set out plans and is aiming for high-quality growth, covering almost all
sectors of the economy (Vu Khue, 2023). Especially after joining the WTO, China placed
higher requirements on standards for both exports and imports, boosting trade and making
markets more competitive (wto.org, 2004). Consumer trends have moved towards high
quality and cleanliness; their quarantine barriers are getting tighter, affecting imports into the
country. Let's look at some of the main barriers to clearly see the major challenges that
Vietnam's lychee exports are facing.
Sanitary and Phytosanitary (SPS) Standards
China applies strict food and hygiene standards to ensure the safety of consumer food
products and domestic agriculture. For lychee, this requires Vietnam and direct exporters to
comply with regulations on food safety inspection, Rational use of phytosanitary certificates
for traceability, performing sanitary quality and product safety checks that meet the
conditions at export points to prove that products do not carry pests or plant
pests. Specifically, here is about phytosanitary for lychee fruits (or some other agricultural
products that may also apply), according to the decree of the Protocol on Phytosanitary
Requirements for fresh lychee, longan and rambutan exported from Vietnam to China issued
by the Department of Plant Protection (Plant Protection) on October 6, 2022 (ppd.gov.vn,
2022) including such contents as all growing areas must keep pest surveillance and control
records, which will be provided to the General Administration of Customs of the People's
Republic of China upon request, and that wood packaging materials must comply with
International Standard of Phytosanitary Measures No. 15 (ISPM 15), in addition, the
phytosanitary certificate for the shipment was inspected in accordance with International
Standard No. 12 on Phytosanitary Measures (ISPM 12). For example, if the shipment is not
located in the planting areas that have been issued codes, they will be refused to import so
imported fruits must meet the transparent source requirement (vnce.vn, 2020) and if only one
unit forges the planting area code, it will affect the export activities of the whole industry (H.
Nguyen, 2022) . This can be considered as a top important barrier that Vietnamese lychee
exporters must really focus on and implement according to the requirements of partners to
make export activities easier. In addition, Chinese consumers are increasingly aware and
concerned about the quality and safety of food products, and quarantine barriers are
increasingly strict (sct.bacgiang.gov.vn, 2016). Therefore, ensuring the quality and safety of
lychee fruit is a challenge. It is necessary to ensure that the production and packaging process
complies with strict technical standards, avoiding situations of refusal of import or
destruction.
Border infrastructure and distribution, logistics services
The demand for import and export of agricultural products of the two sides is very
large, but the border infrastructure is constantly overloaded if the amount of goods traded is
not regulated according to the actual situation. Compared to the infrastructure conditions at
Vietnam's border gates, it is too little, and sketchy, difficult to meet the process of preserving
agricultural products with short-term limitations and not handled in time, which will cause
20
damage, damage and price pressure, (trungtamwto.vn, 2022), therefore, those problems can
affect the quality and brand of Vietnamese agricultural products. In the past, lychee was
purchased and exported by traders through quota relatively easily and was considered an
export advantage, but this was a consequence that limited the market size, and the price
squeeze of Chinese small traders was visible (Quang Thuan, 2022). Specifically, looking at
supply chain constraints, most of them only stop at the border in the form of small thinking
quotas, selling goods at the border market is Guangxi province of Yunnan province, which
has not gone deeper into deeper areas such as Shanghai, Beijing, Tianjin or provinces in the
west such as Sichuan, Chongqing ... and in addition to trade that does not comply with
international trade standards on payment and quarantine,... Therefore, the damage for many
years has still favored Vietnamese exporters. Logistics services for exports to China also
need attention. Logistics costs for agricultural exports account for an average of 20-25% (Q.
Nguyen, 2023). It is noteworthy that each country has a different and unstable type of
revenue. Therefore, the competitiveness of Vietnam's agricultural exports now depends
greatly on logistics-related issues.
These are barriers that need Vietnamese exporters to urgently come up with solutions
to improve the construction of cold chain facilities and export to official quotas to eliminate
the backlog of price pressure and optimize logistics services, reduce costs to be able to build
a long-term lychee export strategy, ensure the distribution and brand of Vietnamese lychee in
the Chinese market.
Control policies of the Chinese market
The implementation of sudden measures such as stopping import licenses for some
products or changing regulations on food inspection points that Vietnam and exporting
countries are subject to Chinese policy regulations. This has created uncertainty and
difficulties for businesses export. Typically, the "Zero covid" policy in early 2020, China
closed secondary border gates, openings, only allowing export goods to clear customs
through international border gates and official border gates (Vu Khue, 2022). Even the
congestion of goods at the land border gate because China has also applied serious measures
to control imported goods including strengthening inspection and sterilization of goods and
means of transport from Vietnam. This makes customs clearance take a long time, leading to
numerous containeers congested at the border between the two countries. There are border
gates that only meet 20-25% of customs clearance traffic compared to normal (Vinh Khang,
2021). In addition, setting policies to protect and regulate the domestic market and
enterprises is also an issue that Vietnamese enterprises need to grasp and have specific
strategies to be able to stand firm in this market.
Although China has reopened in early 2023, the backlog of the economy is severely
affected: China's unfinished property crisis and the risk of a global recession will also weigh
on the outlook for the world's second-largest economy this year.
1.1.3.2. Competition
The Chinese market has opened in early 2023, but exports to this market are still
difficult. Moreover, competitive pressure will increase, as exporters and merchants in many
21
countries are also focusing on the Chinese market after the opening up. Consumer trends
have been towards product quality, design, and competition with fruits from domestic and
international enterprises such as Thailand, Malaysia, Indonesia ... fierce competition in
quality, price, brand, distribution form with agricultural products of the same type for
consumption in the Chinese market (zhuanlan.zhihu.com, 2023). Moreover, changing
consumer preferences, evolving market trends, and fierce competition require a strategic
approach to ensure competitiveness and success in this dynamic market.
1.1.4 Practical Problem

In recent years, Vietnam has made considerable achievements in agricultural
production with output, and quality. However, the Vietnamese agriculture industry is in a
difficult time of increased local and global competition (worldbank.org, 2016). Lychee
export contributes huge value to this competition. In the future, the Vietnam lychee sector
has to improve high-quality production with minimum production costs and optimal revenue.
To achieve this target, the Vietnamese lychee sector must go through a long-term
improvement to adapt to the international high-standard market. However, this process has
numerous limitations due to various associated barriers.
Firstly, exported Vietnamese lychee has difficulty in quality. In Vietnam, lychee
cultivation in Vietnam mainly comes from farmer families scattered in provinces such as Bac
Giang, Hai Duong, and Hung Yen because the unfocused planting geography and research
and application of advanced solutions in Lychee preservation have not been replicated (Trinh
& The Dai, 2022). Therefore, the quality of lychees is not on the same standard among
localities, leading to large price fluctuations. Some areas have low-quality lychees, affecting
the lychee brand.
One of the important factors affecting the quality of lychee is climate. Vietnam has a
tropical climate suitable for lychee cultivation. However, with current global climate change,
the climate is becoming increasingly unfavorable for agriculture. Research of Gornall et al
(2010) mentioned that climate change can affect agricultural productivity. Meanwhile,
Nugroho et al (2023) confirmed that temperature change has the same effect in developing
and developed countries, effectively reducing agricultural productivity.
Specifically in the Vietnamese context, in 2017, in Thanh Ha district, Hai Duong
province, lychee farming faced the risk of crop failure because thousands of hectares of
lychees could not bloom because of the warm winter (Manh Minh, 2017). In 2022, due to
climate change, prolonged cold weather has affected the growth and development process of
lychee trees, causing lychees to ripen about 15-20 days later than usual in Bac Giang
province (ttkhuyencong.bacgiang.gov.vn, 2023). As a result, lychee cultivation has struggled
with uneven quality and climate change posing disadvantages for Vietnam's lychee export
competitiveness.
Secondly, another problem in lychee export is logistics inefficiency. “Global Agenda
Council on Logistics and Supply Chains emphasized that fruit losses due to unsuitable
handling and lack of suitable cold transportation such as cold-logistics facilities/providers or
inefficient infrastructure” (Raut et al., 2019). Technical limitations in the lychee supply
process, such as lack of proper storage facilities, appropriate food handling methods, and
22
inefficient infrastructure can lead to food loss. Food loss causes a loss in quantity and quality
of products when it reaches consumers (Damrongpol, 2022).
In Vietnam, Bac Giang lychees had to go through many stages and many times of
transportation. Vu (2023) indicated that the lychee would be returned to Hanoi for packaging,
then transferred to irradiation in Ho Chi Minh City, and finally to the port for export. This
logistic cumbersomeness resulted in a loss of quantity and quality, as well as an increase in
the duration of lychee distribution. Thus, lychee export prices may rise because of the rise in
transportation costs, which leads to lowering the advantage competitiveness of this
prospective commodity. During-delivery preservation including packaging, refrigeration, and
transportation methods is vital to keep lychee in the best condition. There are many types of
research applying IoT-based and e-commerce to monitor fruit freshness (Ruan & Shi, 2016).
However, Vietnam has not applied those technologies in reality. Therefore, this urgent
problem requires lychee export stakeholders to propose proper and immediate solutions for
this context.
Finally, the Chinese market is more and more raising its standards and procedures for
imported products. In 2022, China issued new regulations on imports, including Order 248
on "Regulations on management of registration of imported foreign food production
enterprises" and Order 249 on "Measures for export food safety management import".
Imported products must meet the quality registered with customs (T. T. Le, 2021). If the
Vietnamese lychee industry desires to continue to increase its position in the Chinese market,
Vietnamese lychee export stakeholders must constantly maintain quality and adapt to new
policies put forward by their Chinese partners.
In summary, the lychee export industry is currently facing quality limitations, the
ineffectiveness of the logistics system, and dependence on the Chinese market. Those
practical obstacles force Vietnamese stakeholders to come up with a suitable strategy for
long-term lychee production as well as is also a great opportunity for Vietnam to upgrade
products and determine its position. Therefore, the research sets objective and practical goals
to bring a multi-dimensional view to stakeholders.
1.2 Research Objectives
Recently Vietnam's lychee export created a great reputation in the agricultural export
industry. Vietnamese lychee exports are concentrated in potential markets such as China,
Europe (EU), America, Australia, Japan, etc (T. D. Pham et al., 2023). Especially, the
Chinese market is always the market with the largest demand for Vietnamese lychees.
Thanks to its superior conditions and quality, this is a potential destination for Vietnamese
lychee exports. By June 2023 there had more than 10,000 tons of Luc Ngan lychees were
exported to the Chinese market, and this figure is predicted to increase, which demonstrates
the purchasing power of the market. Lychee's exporting activities not only boosted the
Vietnamese brand but also advanced Vietnam's economic efficiency (Ky Nam, 2023).
Because of the fluctuating export market and the characteristics of agricultural goods such as
concentrated output and short storage and consumption durations, many problems represent a
significant obstacle for this export sector. As a result, identifying the factors that influence
lychee export and proposing strategies for many unpredicted circumstances is critical. Thus,
the research can optimize Vietnamese lychee exports to China and boost the industry's long-
term development. This evaluation intends to identify challenges that need to be addressed,
23
as well as solution plans to increase competitiveness and success in exporting lychee to the
Chinese market, and it establishes the following objectives:
(RO 1): Overall assessment of Vietnam's lychee export to the Chinese market.
(RO 2): Identify and evaluate factors affecting Vietnam's lychee exports to China.
(RO 3): Proposing proper strategies based on important factors and ranking proposed
strategies.
1.3 Research Questions
This thesis intends to analyze the Vietnam lychee export issues and propose suitable
strategies for each matter. Thus, exporters and lychee export stakeholders can implement
appropriate solutions for their companies. Based on those targets, this study article focuses on
three primary questions, including
(RQ 1): What is the current status of exporting Vietnamese lychee fruits to the
Chinese market?
(RQ 2): What factors influence Vietnam’s lychee export to the China market, and
which one has the most at least influence?
(RQ 3): What strategies should be chosen to improve the competitiveness of
Vietnamese lychees when exporting to the Chinese market?
1.4 Research Scope
a, This study focuses on the relation between Vietnamese lychees and the Chinese
market.
For import market - China: This study examines specific aspects focused on the
lychee consumption market including market size, growth trends, and competition in the
industry.
For export market - Vietnam: The thesis pays to clarity to the production process,
quality standards, branding and marketing activities, transportation, distribution, policies, etc,
when exporting Vietnamese lychees.
b, To increase reliability and practicality, the study surveyed about 15 - 20

participants. They are experts with extensive experience in the field of import and export, or
they can also be people who know and research directly about Vietnamese lychee varieties.
Besides, forwarders, exporters, and partners importing lychees from China contribute an
important part to our research results. Data sources for this study will be reviewed and
selected from 2011 - 2023.
1.5 Research Methodology and Data
1.5.1 Research Methodology
The research methodology employed in this study was meticulously crafted to ensure
a systematic and evidence-based approach to analyze and enhance the competitiveness of
24
lychee exports from Vietnam to the Chinese market. The method that be used in the study is
Multi-Criteria Decision Making (MCDM), which is a systematic approach used to determine
the most suitable alternative among options, especially in complex decision situations in
which multiple criteria interact, often conflict with each other and has been widely applied in
many fields (Girish, 2018). MCDM techniques are diverse such as Analytical Hierarchy
Process (AHP), Order Prioritization Technique by Similarity to Ideal Solution (TOPSIS),
Data Envelopment Analysis (DEA) and Analytical Network Process (ANP), .... To
commence, the Grey Delphi (G-Delphi) method played a pivotal role in gathering expert
opinions and insights. The Delphi method, which has a rich history of application in
identifying challenges, opportunities, and strategic policies across various fields (Barbosa et
al., 2022). The method relied on a series of iterative surveys administered via email,
effectively harnessing the insights and expertise of these specialists to discern key factors
exerting significant influence on the export of Vietnamese lychees to China.
After identifying relevant factors through the Delphi method, the Grey Analytical
Hierarchy Process (G-AHP) was used to establish and evaluate the weights of factors and
criteria related to lychee export. The AHP method has been widely used to evaluate and rank
key factors to improve decision-making effectiveness (Chen & Wang, 2010). During this
process, experts engage in pairwise comparisons through surveys and email exchanges to
recognize the importance of these factors and criteria. Synthesizing these weights helps
determine the most important aspects and criteria in exporting Vietnamese lychees to China
from which to build export strategies.
The Grey Technique for Order of Preference by Similarity to Ideal Solution method
(G-TOPSIS), forming the final pillar of research methodology, served as the mechanism for
ranking and selecting the most effective strategies. The choice of this method was strongly
supported by evidence of its widespread use in multi-criteria decision-making contexts
(Marzouk et al., 2023). The calculation of positive and negative ideal solutions further
highlights the ability of this method to provide comprehensive insights for choosing the most
effective strategies for exporting Vietnamese lychees to the Chinese market.
1.5.2 Data View
Data acquisition was conducted primarily through a quantitative research approach.
The data collection process involved the formulation of structured survey questions
meticulously designed to capture valuable insights and perspectives relevant to the research
objectives. These surveys were subsequently disseminated to a panel of experts via email
communication.
1.6 Contributions
This research will bring many contributions not only in terms of theory but also a
broader insight for stakeholders in the agricultural products industry in general and lychee
export in particular.
Improving understanding of factors affecting lychee exports: MCDM considers the
correlation between factors and proposes appropriate strategies, aiming to help exporters
identify and understand Factors affecting lychee exports.
25
Enhance competitive advantage: Understanding and applying the SWOT strategy will
help improve the competitive advantage of Vietnamese lychee and exporters can take
advantage of strengths and opportunities while overcoming weaknesses to differentiate
Vietnamese lychees. This difference helps enhance the position of Vietnamese lychee in the
international market.
Improving export strategies: The study has proposed export strategies based on
SWOT model analysis and the G-TOPSIS method to get expert opinions. Choosing and
applying the proposed strategies will help exporters improve their competitiveness and
success when exporting lychees to the Chinese market.
Enhance diverse export opportunities: By understanding the influencing factors and
strengths and weaknesses of Vietnam's lychee industry, lychee producers and exporters will
be better equipped to diversify its export opportunities. They can target multiple markets and
reduce their dependence on a single market, minimizing risks associated with market
volatility.
Advanced research methods: The model integrates a number of analysis and decision-
making techniques based on even uncertainty, thereby helping to develop new research and
improve understanding of complex systems.
1.7 Conclusions
Chapter 1 serves as the fundamental cornerstone of this study, offering vital
background insights and pivotal information pertaining to the topic. This chapter presents the
context of the topic and sheds light on practical problems and challenges encountered,
outlines the research objectives, and formulates the research questions. Furthermore, this
chapter also defines the scope of the research and clarifies the research methods chosen.
Chapter 1 serves as the foundation to build the main ideas of the study. The following
chapters will provide a comprehensive exploration of the technical terminology and concepts
in this research.
1.8 Thesis Outline
Chapter 1: Introduction
This section initiates the research journey by furnishing essential context, articulating
the problem statement, outlining objectives, formulating research questions, defining scope,
methodology, and an overview of the study. It lays the groundwork for subsequent chapters
to undertake a comprehensive assessment of strategies grounded in the SWOT model to
boost the competitiveness and success of lychee exports from Vietnam to the Chinese
market.
Chapter 2: Literature Review
This chapter delivers a thorough examination of the existing literature concerning the
factors influencing competitiveness, review on the export of lychees from Vietnam to the
Chinese market and analysis of the challenges, opportunities, and strategies. This section’s
objective is to pinpoint pertinent research, theories, and methodologies employed in this
specialized field of study. By scrutinizing prior research endeavors, this chapter lays the
26
groundwork for the present study and underscores the gaps in knowledge that this research
aims to fill.
Chapter 3: Methodology
Within this chapter, a comprehensive insight into the methodology employed for the
extensive evaluation of SWOT-based strategies aimed at elevating the competitiveness and
triumph of lychee exports from Vietnam to the Chinese market is presented. The research
harnessed the MCDM Model, incorporating G-Delphi, G-AHP, and G-TOPSIS
methodologies to assess the factors influencing the competitiveness of Vietnamese lychees
and subsequently identify fitting export strategies.
Chapter 4: Discussion and Analysis of Results

This chapter holds paramount significance within the research. It serves as a pivotal
juncture where this research unveils the outcomes derived from the data analysis, elucidating
the significance of the chosen research methodologies. Moreover, it directs its focus towards
the presentation of findings and discussions obtained from the evaluation of SWOT-based
strategies to boost the competitiveness and success of lychee exports from Vietnam to the
Chinese market. Ultimately, the aim of this chapter is to offer a comprehensive panorama of
the research findings and to inaugurate insightful discussions regarding the ramifications of
these results.
Chapter 5: Conclusions, Limitations, and Recommendations
Chapter five unveils the conclusions gleaned from the study. Additionally, this
chapter shed light on the limitations that surfaced during the research journey and proposed
potential directions for future research.
27
CHAPTER 2: LITERATURE REVIEW
2.1 Overview of Previous Studies on Vietnam Fruit (Litchi) Export and
Competitiveness
2.1.1. Review of existing studies and research
Agriculture remains an important core part of Vietnam's economy. Because the
proportion of the agricultural sector accounts for only 16% of the GDP structure, but the
number of workers participating in this industry has accounted for 42% (www.molisa.gov.vn,
2019). In recent years, the Vietnamese government has introduced policies to restructure the
sector, helping Vietnam's agricultural sector develop and stabilize. In particular, in the group
of exported agricultural products, vegetables and fruits have been ranked 3rd in the top 3
agricultural products exported with growth in volume and value (gso.gov.vn, 2023).
Therefore, issues related to Vietnamese agricultural products such as lychee fruits and the
export of Vietnamese agricultural products to large and fastidious markets such as China, the
US, and Australia have been carried out by researchers. Previous studies have provided a
knowledge base, helping to better understand the factors affecting the production, export, and
distribution of Vietnamese lychee fruits to the Chinese market and serve as a premise for
future research.
First, Pham et al. (2023) identified and researched factors affecting the production and
export of lychee in Bac Giang including planning policies, infrastructure, production resource
market, application of science and technology, policies to promote the development of lychee
production, etc apply GAP standards. This study has shown that the process of developing
lychee production areas according to GAP standards is facing many difficulties and
obstacles. These challenges include inconsistent and ineffective policies, inadequate
planning, infrastructure that does not meet production requirements, limitations in production
equipment and tools, as well as tree care, pest control, etc and plant protection that does not
comply with the correct production process, does not meet certification requirements. The
quality of the workforce is limited, and the relationship between lychee production and
consumption is not closely connected. In addition, the development of lychee production
according to GAP standards is hampered by several negative factors, including temperature,
rainfall, infrastructure, law enforcement, and producers' access to capacity and resources.
Although Vietnamese lychee has built a brand, the development of lychee in the
international market still faces many challenges. To improve the quality of lychee and
improve its competitiveness in the international market, Pham et al. (2023) have proposed a
linkage model of lychee fruit production and highlighted the role of the government in
supporting and guiding people in each stage of tree care during the season, sharing
information on technology and quality standards, creating an efficient supply chain, in
building market information and promoting commercial activities.
Besides, Do et al. (2017) pointed out that the factors affecting lychee exports are
problems in marketing and distribution channels, which are linkages in production,
processing, and consumption. Marketing and distribution channels included the establishment
28
of horizontal links such as farmer and cooperative cooperation and the establishment of
vertical links such as the relationship between farmers and collectors, between cooperatives
and fruit export enterprises, etc. These linkages lead to improving the quality of lychee fruit,
and help encourage and support the research, production, and marketing of lychee fruit.
However, linkage models also face certain challenges such as the seasonality of lychee,
difficulties leading to few enterprises daring to invest, small production scale, and lack of
synchronous coordination in policies. Finally, the author proposed four solutions to address
the issues mentioned, including (1) Implementing consistent policies to encourage link
formation; (2) Enhance the role of local governments in promoting linkage models; (3)
Increase the initiative of farmers' cooperatives/cooperative groups; (4) Encourage trading
through agricultural contracts.
Supply chain, marketing, agricultural techniques, quality control, and post-harvest
lychee treatment are all essential elements influencing lychee's capacity to improve its
competitive edge.. (T. P. L. Nguyen, 2010). The goal of this study (2010) was to discover
farming management approaches and appropriate marketing tactics that would emphasize
specific activities that will improve chain value and raise the income of chain link members.
According to this study, the use of the VIETGAP farming system is the key means of
improving lychee growing practices and quality management. The research also proposed a
potential lychee chain map in Lu Bank to solve difficulties like as post-harvest handling,
market channel constraints, and fresh lychee quality.
Pham et al. (2021) examined factors that impact the quality and price of lychees such
as labor costs, macroeconomic variables such as GDP, exchange rates, inflation, and pest
control, as well as land resources, irrigation water, fertilizer and pest control. The usefulness
of the GLOBALGAP and VIETGAP models, guidelines, and standards used in Vietnam's
agricultural value chains was also considered in this study. The study's findings showed that
falling GDP growth and rising inflation, along with a negative trade balance and rising
exchange rate, may all contribute to high lychee prices in Vietnam. The report proposed
measures to expand the market for Vietnamese agricultural products, including strengthening
laws and procedures governing the use of raw materials in agriculture and enforcing strict
anti-farm guidelines for fake fertilizer; forming production links between farming
households, farmers, and businesses; investing in infrastructure construction; promoting the
food processing industry.
Factors affecting Vietnam's agricultural exports include the GDP of the 2 countries,
agricultural land area, exchange rate, economic openness, and whether the importing country
participates in the WTO or APEC (T. M. Ngo & Tran, 2016). The results of the study (2016)
indicated that the greater the distance from the exporting country to the importing country,
the lower the export turnover will be; the gap in economic development level between
Vietnam and importing countries has a multi-directional impact; Vietnam's exchange rate and
economic openness have a positive impact on export turnover; and the importing country's
accession to the WTO has shown a positive impact on Vietnam's agricultural exports. Several
strategies have been put forth to increase Vietnam's agricultural exports: (i) changing the
production structure to focus on a few key products to establish brands that will produce a
breakthrough in output, good quality, meet food safety and hygiene standards, and have
29
competitive selling prices; (ii) paying close attention to investments made from production to
consumption to improve the quality and competitiveness of Vietnamese agricultural products
against major competitors; and (iii) strengthening market information and actively enhancing
Vietnamese agricultural products' reputation in export markets.
To understand how Vietnam's agricultural exports are affected by trade costs, Mai and
Giang (2018) analyzed factors such as trade costs, and other factors such as importing
country population, importing country's trade openness, Chinan GDP and Vietnam GDP.
Transportation costs, time costs, and incurred costs for many intermediaries to end
consumers are included in the cost of trade, as are policy barriers (tariff and non-tariff
barriers), "Information costs", "Contract costs", exchange rate, legal and regulatory costs, and
regional distribution costs (wholesale and retail). The authors propose that the government
and decision-makers in Vietnam invest faster and more efficiently in trade infrastructure; and
that the government and decision-makers in Vietnam improve inland transport costs,
including departure costs, packaging costs, storage costs, port and customs costs.
Factors such as a country's environmental policy, technology, and resources also have
a significant impact on international trade (Managi & Karemera, 2005). The results of the study
(2005) have shown that countries are losing their comparative advantage in trade due to the
application of strict regulations on environmental protection and changes in technology that
are key determinants of export levels. Therefore, policymakers and governments must
navigate to promote sustainable trade practices while ensuring economic competitiveness in
the global arena.
According to research (2014) from the School of International Trade and Economics
in Beijing, the author identified factors that affect the export competitiveness of the
agricultural sector including the level of payment to workers, the area of agricultural land, the
export competitiveness of the agricultural sector, etc exchange rate and domestic
consumption demand. The level of payment for labor in the agricultural sector was inversely
proportional to export competitiveness. Therefore, to increase export competitiveness,
exporters have been proposed to increase the application of new achievements in machine
technology. The area of land used for agriculture is being limited as urbanization is
increasing. Therefore, arable land protection laws have been proposed to be developed to
maintain export competitiveness. The export competitiveness factor in emerging markets will
lead to an increase in the export capacity of the whole agricultural sector. Exchange rate
fluctuations have been shown to have an impact on the stability of exportability and the
proposed solution is to manage emerging market floating exchange rates. Besides, domestic
consumer demand has also been shown to have an inverse relationship with export
competitiveness. The solution has been proposed to export high-value agricultural products
with low domestic demand to increase competitiveness.
Nguyen and Lee (2020) proved that Vietnamese fruits have comparative advantages
when exporting and pointed out factors affecting export ability such as price competitiveness,
personal income of consumers, consumption market, geographical distance, etc exchange
rate, agricultural area and competitors. The study has commented that Vietnam's export fruit
prices are higher than similar fruits from other countries because they are largely affected by
30
factors of transportation costs and low yield ... The income factor of consumers is
advantageous and proportional to Vietnam's fruit exports. Vietnamese fruits have also faced
difficulties in terms of geographical distance from potential markets such as Australia, the
US, and the Netherlands. The exchange rate also affects Vietnam's fruit exports, the research
of Nguyen and Lee (2020) have suggested that Vietnamese fruits should be selected and
exported to markets with strong or fast currency exchange rate growth less than or equal to
Vietnam. The area of agricultural land tends to be inversely proportional to fruit export
activities and countries with less or less agricultural land will be potential markets for
Vietnam's fruit exports. The emergence of competitors in the export war has also caused
Vietnam's fruit exports to be threatened and lose their advantage. Vietnam's fruit exports
have advantages in quality, consumer demand, and market but also certain limitations that
need to be improved such as concentrated export in one market, limited application of
advanced technology and optimization of distribution costs.
In another study, Vietnam's agricultural export efficiency was analyzed through
factors such as marketing strategy, characteristics and capacity of enterprises, management
characteristics, foreign markets, domestic markets, and export barriers (T. N. H. Ngo &
Nguyen, 2021). Businesses need to focus on training and developing the human factor so that
the marketing strategy positively impacts export activities. The characteristics and capacity
of enterprises that are assessed to create good export efficiency are when the scale develops,
the export experience is rich, the international capacity is enhanced, and there is an export
plan as well as a clear orientation on the export market. The leader's competence will help
solve business situations, make decisions, and lead the business according to effective
strategies. Next, the pair of domestic and export market factors have different influences, but
both affect export performance. When the domestic market has a stable political environment
and gains support from associations and governments, businesses will gain advantages
leading to success in export activities. The study also recommends that enterprises learn
about environmental needs and characteristics to have appropriate predictions or export plans
when exporting to international markets. Finally, constraints on resources, legislation, and
government are barriers that negatively affect export activities. Therefore, the proposed
solution not only focuses on management and training in enterprises but also the need for
support from government resources and associations to achieve high performance most in
export activities of enterprises.
The Chinese fruit market has accounted for 70% of tropical fruit imports from
Vietnam, the Philippines, and Thailand (Ngo, 2019). Factors affecting China's fruit imports
include the increase in consumer demand; the application of effective cold logistics systems,
the explosion of e-commerce platforms for distribution; the opening of the Chinese market
through the issuance of combined tariff reduction policies with some incentives. The study
(2019) also further suggested the regulatory procedures of the Chinese market when it comes
to importing fruit and the ports designated specifically for the imported fruit industry. Being
in ASEAN - China's largest trading partner has helped Vietnamese fruits have great
advantages to export to this market. Therefore, traders need to seize the advantages to
successfully export to the Chinese market, increase profits, and contribute to Vietnam's
economic development.
31
2.1.2 Factors influencing competitiveness and success
The export market is becoming a reasonable choice when the domestic market faces
the problem of excess supply. While this approach brings new opportunities, it also opens up
challenges in terms of product quality, low bargaining power, and weak brand awareness.
These factors have reduced the competitiveness of Thai farmers compared to regional
competitors. The factors affecting the competitiveness of fruit exported from Thailand to the
Chinese market. These are: a) Brand building and marketing strategy; b) Product
development and intellectual property protection; c) Logistical and distribution system; and
d) Strategic (Pongpanich & Phitya-Isarakul, 2008)
The main factors that promote export efficiency of agricultural enterprises in
Vietnam: (i) Export performance is affected by marketing strategy, enterprise characteristics
and capabilities, management characteristics, domestic market characteristics, foreign market
characteristics and export barriers. (ii) Marketing strategy is influenced by the characteristics
and capabilities of the business, management characteristics and foreign market
characteristics (T. N. H. Ngo & Nguyen, 2021).
In addition, Belay (2013) presented in detail the influencing factors in import, export
and international trade such as: Growth and orientation of international trade, International
and regional agreements affecting trade, Export planning and preparation, Export distribution
channels, International logistics, Risk and insurance, Pricing in international trade, Trade and
transport documentation, Exchange rates and international trade, Payment methods, Capital
requirements and private financing, Government export financing programs, Regulations and
policies affecting exports, Intellectual property rights.
These are typical factors be selected for impact on Vietnam's lychee exports. This
report synthesizes factors affecting Vietnam's ability to export lychees, referenced from the
above research articles and many others. After synthesizing, evaluating and selecting factors
suitable for the Vietnamese context, there are 35 important factors that can divided in 7 main
factors such as Quality and post-harvest handling, Chinese market, Trade and regulation,
Logistics and transportation, Business relations and communication, Financial management,
Sustainability and environmental factors.
a. Quality and post-harvest handling
Lychee quality refers to the inherent characteristics and attributes of the lychee fruit
that determine its popularity and acceptance by the market. This includes factors such as
color, size, texture, aroma, flavor and sugar content (Nguyen, 2010). Achieving optimal
lychee quality is essential to satisfy consumer preferences and ensure a competitive position
in the market. On the other hand, post-harvest processing involves a series of carefully
managed processes after the lychee is harvested. It includes steps such as proper packaging to
prevent physical damage, temperature control to slow ripening, humidity regulation to
prevent dehydration, and efficient transportation to maintain freshness (Koul & Taak, 2017).
Additionally, post-harvest processing includes quality control measures, pre-cooling methods
and cold chain compliance to extend the shelf life of lychees. Together, lychee quality and
32
post-harvest handling are indispensable elements in a successful export strategy, especially in
markets with strict quality standards such as China.
b. Chinese market
The fruit market in China is a large and dynamic market shaped by diverse consumer
preferences, cultural influences and economic factors. China's booming population and
increasing urbanization have led to growing demand for a variety of fruits, reflecting a shift
towards healthier lifestyles (Anam & Muhammad, 2018). Local fruits such as lychee, dragon
fruit and kiwi are popular but imported fruit also enjoys significant demand, symbolizing an
expanding middle class with greater purchasing power (Ping et al., 2012). E-commerce
platforms play a key role in fruit distribution, providing consumers with convenient access to
a wide variety of fresh produce (Guo et al., 2020). However, navigating this market requires
an understanding of the regulatory framework, quality standards and differences in regional
tastes and preferences (Huang et al., 2017). Successful entry into the Chinese fruit market
requires strategic planning, collaboration with local distributors and a commitment to
meeting the growing demands of discerning consumers.
c. Trade and regulation
The commercial and legal landscape for fruit exports in Vietnam is a multifaceted
environment shaped by both domestic and international factors. Commercially, the country's
fruit export industry operates in the global trade sector, responding to market demand,
consumer preferences and international competition (H. T. Nguyen, 2020). Vietnam's fruit
producers and exporters engage in strategic initiatives such as branding, quality assurance
and market diversification to enhance their commercial viability (Khuc et al., 2023). At the
same time, the legal framework for fruit export management is a tool to ensure compliance
with international standards, meet phytosanitary requirements and resolve trade barriers.
Regulators in Vietnam collaborate with global partners to facilitate market access and
navigate a complex network of agreements (T. H. H. Ngo & Nguyen, 2022). A delicate balance
between trade competitiveness and regulatory compliance is essential to maintain and expand
Vietnam's fruit export industry on the global stage.
d. Logistics and transportation
Logistics and transportation are integral components of the supply chain, playing a
key role in the seamless movement of goods from the point of origin to the final destination.
Logistics encompasses a range of activities, including procurement, inventory management,
warehousing and distribution, with a focus on optimizing efficiency and minimizing costs
(Raja, 1998). Transportation, as a subset of logistics, involves the transportation of physical
goods through different modes such as road, rail, air and sea. Efficient logistics and
transportation systems are vital for businesses to meet customer needs, reduce delivery times
and maintain a competitive advantage (H. Nguyen et al., 2021). These functions are
especially essential in the context of global trade, connecting manufacturers, suppliers and
consumers across different geographical locations, facilitating business activities and
ensuring timely product supply to the market.
33
e. Business relations and communication
Business relationships and communication play a key role in facilitating the export
and exchange of goods in international trade. Establishing strong business relationships
involves building trust and understanding between manufacturers/exporters and their partners
in other countries (Rauch, 2001). Effective communication channels are important to convey
information related to quality, quantity, price and compliance with regulatory standards. It
also involves negotiating terms, addressing concerns and staying informed about market
dynamics (Matear et al., 2000). Timely and transparent communication will enhance
cooperation and minimize misunderstandings, promoting sustainable and mutually beneficial
business relationships. This dynamic interaction is indispensable to address the complexities
of cross-border trade, ensure smooth transactions, and meet the growing demand of the
Chinese market for its Vietnamese lychee exports.
f. Financial management
Financial management involves planning, organizing, directing and controlling an
organization's financial resources to achieve its goals and ensure sustainable growth
(Menamin, 2002). In the context of import, export, and international trade, effective financial
management includes strategic budgeting, resource allocation, risk assessment, and financial
decision making. It is important for stakeholders, including exporters and government
agencies, to carefully handle financial aspects such as production costs, export taxes and
market investments (Madura, 2020). A sound financial management approach contributes to
the overall success and competitiveness of the Litchis export industry by ensuring optimal
resource utilization and financial responsibility.
g. Sustainability and environmental factors
Sustainability refers to the ability to endure and maintain a balance between
economic, social and environmental aspects over the long term (Mohd et al., 2019). In the
context of agricultural production, sustainability includes adopting practices that ensure the
ecological health of crops, consider the social impact on local communities, and maintain
economic viability (Sabiha et al., 2016). Environmental factors play a key role in
sustainability, including considerations such as water use efficiency, soil health, pesticide
management and overall ecological impact (Baker & Capel, 2011). Striking a balance that
minimizes environmental impact while meeting economic and social goals is integral to
achieving sustainability in agricultural production and export. This is in line with global
efforts to promote environmentally responsible practices in agriculture and international
trade.
Table 2.1: 35 determinants belonging to 7 main factors (Source: Thesis Team)
Main Factors Determinants Explanation Reference
Quality and Seed and quality Determined to ensure the (V. H. Pham et
34
post-harvest standards (SQ) reliability of seeds in terms of al., 2021)
handling (F1) factors such as germination and
cleanliness.
Post-harvest Activities such as storage, (Koul & Taak,

handling (PH) packaging, preservation, and 2017)
grading to maintain product
quality and freshness.
Traceability and Traceability ensures tracking of (Koul & Taak,

food safety (TF) products across the supply chain 2017)
and food safety focuses on
preventing contamination to
consumer health.
Product testing Evaluating the characteristics and (Marcel et al.,

(PT) performance of a product to 2016)
ensure it meets specified safety
and quality standards.
Chinese market Customer trends Consumer preferences, behavior (Ping et al.,

(F2) (CT) and needs for specific quality 2012)
factors or aspects of products.
Competitors and Competitors and substitutes are (Gong, 2018)

substitute rival manufacturers from other
products countries and alternative fruit
available (CS) options.
Distribution Choosing distribution channels (Pritchard,

channels and and locations involves choosing 2021)
locations (DL) the most effective ways to reach
and serve target markets.
Trade barriers Restrictions, regulations or (H. Nguyen et

(TB) obstacles imposed by the Chinese al., 2020)
government that hinder or limit
the import and export of goods.
Branding and Creating and promoting a distinct (Pongpanich &

marketing (BM) image and identity for a product Phitya-Isarakul,
in the marketplace. 2008)
35
Trade and Trademark The legal and exclusive rights (H. T. Nguyen
regulation (F3) ownership (TO) held by a business or individual et al., 2019)
to a particular brand that gives
them control and protection from
unauthorized use.
Trade Trade agreements are diplomatic (M. Duong et

Agreements (TA) agreements between countries or al., 2019)
regions that define terms, often
involving concessions, tariff
adjustments, and cooperation to
facilitate trade.
Government Regulations, incentives, and (Xie et al.,

policies (GP) strategies developed by a 2014)
country's government to promote
and regulate the export of goods.
Exchange rate The value of one currency is (S. Rahman &

(ER) relative to another and is an Serletis, 2009)
important factor affecting trade,
investment and international
economic interactions between
countries.
Tariffs and Taxes levied on exported or (Liao & Wong,

duties (TD) imported goods, affecting the 2006)
costs of trade and serving as a
source of revenue for
governments.
Export Export finance includes the (Li & Gabriel,

financing (EF) provision of capital or financial 2001)
instruments to assist businesses
engaged in international trade.
Logistics and Transportation The interconnected system of (Banomyong

transportation infrastructure facilities, networks and modes, et al., 2015)
36
(F4) (TI) including roads, railways,
airports, ports and pipelines.
Export The step-by-step procedures (Thomas &

procedures (EP) and documents required to Donna, 2010)
legally and efficiently transport
goods from one country to
another.
Delivery delay A situation where shipping or (Z. Zhang &

(DD) delivery takes longer than Figliozzi, 2010)
originally planned or expected.
Shipping The specific method or (Banomyong

method (SM) approach used to transport goods et al., 2015)
or products from one location to
another.
Business Market A market intermediary in the (Abel-Koch,

relations and intermediary export context acts as an 2013)
communication (MI) intermediary entity that facilitates
(F5) and manages trade between
producers.
Language and Challenges and obstacles (Kónya,

cultural barriers arising from differences in 2006)
(LC) languages, communication styles
and cultural norms.
Build a Establishing and nurturing (Monarch &

relationship (BR) connections, trust and mutual Schmidt-
understanding between parties. Eisenlohr, 2016)
Communication A means or method of (Matear et al.,

channel (CC) exchanging information between 2000)
parties.
Network and Collaborative connections and (Jansson & Boye,

cooperation (NC) partnerships between 2006)
stakeholders, including
37
manufacturers, exporters,
government agencies and
distribution channels.
Financial Cost analysis The systematic examination and (Robinson,

management (CA) evaluation of the various costs 1993)
(F6) incurred by a business or project.
Pricing strategy Business deliberately plans and (Tanya & Derek,

(PS) sets the price of a product or 2015)
service, considering factors such
as production costs, market
demand, competition and
perceived value.
Financial Strategic process of outlining, (Grozdanovska

planning (FP) organizing and directing financial et al., 2017)
activities to achieve specific
objectives.
Risk assessment The systematic assessment and (Nehrebecka,

(RA) identification of uncertainties, 2018)
threats or potential dangers that
may affect a project, business or
operation.
Payment The variety of ways in which (Giovannucci,

methods (PM) financial transactions are carried 2007)
out between parties.
Insurance (IN) Financial arrangement in which (Miao &

individuals or organizations pay Fortanier, 2017)
premiums to an insurance
company in exchange for
coverage for potential loss or
damage.
Sustainability Control of The careful management and (Steven et al.,

and pesticides and regulation of pesticide use to 2007)
environmental pests (CP) protect trees crops from harmful
factors (F7) pests and minimize
38
environmental and health risks.
Practice The use of agricultural methods (Anibaldi et al.,

sustainable that prioritize environmental 2021)
farming (PS) conservation, social
responsibility and economic
viability.
Carbon Carbon emissions are the release (Lal, 2004)

emissions (CE) of greenhouse gases into the
atmosphere, contributing to
climate change.
Waste The collection, transportation, (Amasuomo &

management treatment, recycling or disposal Baird, 2016)
(WM) of waste to minimize
environmental impact and
promote sustainability.
Plant Actively conserving plant species (Vernon & José,

conservation and ecosystems to maintain 2003)
(PC) biodiversity and ecological
balance.
2.2 Theoretical Foundations and Models for Decision-Making

Theoretical foundations
Exporting Vietnamese fruits to the Chinese market is a multifaceted endeavor
requiring well-informed decision-making. The provision of a theoretical foundation for
exporting lychees from Vietnam to the Chinese market, focusing on the main theoretical
content: Comparative advantage theory. This theory provides valuable insights and navigates
the complexities of international trade and consumer behavior, taking advantage of the
opportunities presented by the rapidly growing Chinese market. At the same time, the
application to lychee exports can inform marketing efforts and strategic decision-making.
2.2.1 Comparative Advantage Theory
David Ricardo initially proposed the comparative advantage hypothesis in the early
19th century, and it continues to be a key idea in the modern global economy. It is the
cornerstone of international trade economics (Md. A. Rahman, 2023). Fundamentally, this
39
theory emphasizes the concept that states should focus on producing products and services
where they have a comparative advantage that they can do so at a lower opportunity cost than
other countries (Ruffin, 2002). This strategy encourages effectiveness and results in win-win
trading partnerships. Therefore, this theory plays a significant role in applying international
trade (Deardorff, 1985).
Countries may increase their resources and output by concentrating on producing the
things they are reasonably efficient at. The phrase "opportunity cost" is crucial in this
context; It describes what a nation must forgo in terms of other products and services when it
chooses to manufacture a certain good or service. Countries can reduce these opportunity
costs by focusing on sectors where they have a competitive advantage.
The Comparative Advantage Theory has many applications for exporting litchi fruit
from Vietnam to the Chinese market. Vietnam has a competitive advantage in producing
high-quality litchi fruit due to its ideal climatic circumstances and knowledge of litchi
agriculture (khoahocphattrien.vn, 2017). This theory contends that to maximize the potential
benefits of international commerce, Vietnam should make the most of these advantages and
prioritize exports of litchi fruit. In addition, the fruit export competitiveness index (RCA) and
international market share (IMS) also have the potential to affect the international export
competitiveness of fruit products between Vietnam and other ASEAN countries (Dong &
Pham, 2019).
Vietnam can effectively use its resources, including land, labor, and money, to
maximize litchi productivity and quality by focusing on the production of litchi fruit (Nath et
al., 2020) . Specialization makes scale economies, cost savings, and increased
competitiveness possible. Furthermore, Vietnam's comparative advantage in the production
of litchis can lead to a favorable trade balance, creating income and foreign exchange
reserves that support economic expansion and development.
Vietnamese exporters must take into account some crucial aspects to utilize the
Comparative Advantage Theory efficiently. They should start by evaluating the relative costs
and effectiveness of litchi production in comparison to other nations. Infrastructure,
agricultural technology, and labor expenses should all be evaluated as part of this approach.
Vietnam's competitive advantage in the production of litchis must be maintained, which
requires constant improvements in productivity and efficiency.
After that, exporters must keep an eye on shifting market demand and adjust as
necessary (Mowery David & Rosenberg Nathan, 1979). Market dynamics can vary over time, but
the Comparative Advantage Theory assumes static circumstances. Vietnamese exporters may
adapt their production and marketing strategies to match the altering demands of the Chinese
market by maintaining awareness of changing customer tastes, developing trends, and rivals'
actions.
Additionally, services and even intellectual property have been added to the
comparative advantage thesis, which now encompasses more than simply physical items. In
40
the modern world, efficiency in service delivery and innovation are equally as important as
efficiency in physical product production. This expansion of the idea highlights how
adaptable and pertinent it is to a changing global economy.
In summary, the comparative advantage hypothesis is a powerful economic idea that

emphasizes the importance of specialization and relative efficiency in global trade in general
and imports and exports between Vietnam and China in private. By taking advantage of its
comparative advantage in lychee production, Vietnam can achieve sustainable growth in
exports, strengthen its position in the global market, contribute to economic development,
and promote cooperation and promotion. promote economic progress.
2.2.2 SWOT Analysis

SWOT analysis is a framework used in assessing a certain position of an
organization, business, or a specific project to make strategic development decisions
(Namugenyi et al., 2019). Assess the internal strengths and weaknesses of an organization or a
particular project, as well as external opportunities and threats in the surrounding
environment. It provides a structured approach to understanding the current situation,
assessing performance, competition, including potential risks and helps identify focus areas
and implement strategies. Here, for a comprehensive understanding of export dynamics,
SWOT (Strengths, Weaknesses, Opportunities, and Challenges) analysis is essential. SWOT
analysis helps identify internal strengths and weaknesses as well as external opportunities
and challenges related to the export of lychee fruit from Vietnam to China.
a, A SWOT analysis is usually performed by examining four main factors:

Strengths
These are internal attributes and capabilities that give the organization or project a
competitive advantage. Strengths are described as what an organization or project excels at
that sets it apart from its competitors (Will, 2023) . This can include things like a strong brand
reputation, a loyal customer base for the brand, unique expertise, cutting-edge technology, a
talented workforce, or efficient processes. These help businesses answer questions like: What
are you doing best? What are the strong resources that the company/product has? Identifying
and leveraging strengths – internal factors that provide competitive advantage are critical that
can help organizations differentiate themselves and seize opportunities to acquire customers
in a very effective way. For lychee fruit exports, this includes assessing product quality,
competitive prices, favorable geographical location, market research capabilities, trade and
regulatory considerations, paying special attention to taxes not applicable to lychee fruit
products. Understanding their own advantages, these strengths help Vietnamese exporters
take advantage of their competitive advantages and promote their potential in the Chinese
market.
Weaknesses
Internal limitations or areas in which an organization or project is at a disadvantage
compared to other organizations or projects. Weaknesses can prevent optimal operations or
performance of businesses, including aspects such as lack of resources, outdated technology,
41
etc poor infrastructure or inadequate supply chains or lack of capital. Identifying weaknesses
is critical as it allows organizations to address these limitations and minimize potential risks
and competitiveness (Tahir, 2023). Assess the weaknesses of lychee exports related to
traceability, product quality, quality inspection, food safety, logistics and transportation
infrastructure as well as business relationships, negotiating ability, and keeping the credibility
of Vietnamese enterprises. There is also a form of distribution that directly affects the lychee
export strategy. Recognizing weaknesses, allowing Vietnamese exporters to address
shortcomings and improve their overall export performance.
Opportunities
External factors and favorable circumstances can be exploited to give an advantage to the
organization, which here can be a competitive advantage. Opportunities can arise from
emerging market trends, regulatory changes, advances in technology, or new customer needs.
Identify and take advantage of opportunities that may lead to growth, market expansion, or
competitive advantage (Sanjib, 2023). Analysis of external factors shows that growth
prospects are essential for strategic decision-making to export Vietnamese lychee fruits to the
Chinese market. The identification of opportunities related to market trends, consumer
demand and consumer preferences, natural and sustainable food trends, trade agreements and
market access (e-commerce platforms), road transportation, long-standing trade practices,
etc... policy conditions and agreements of the two sides Vietnam - China create export
conditions, helping Vietnamese lychee exporters adjust their strategies in line with emerging
opportunities in the Chinese market.
Threats
External factors that have the potential risk for performance of the organization or
project. Threats can come from competitors, changing market conditions, rising raw material
costs, economic instability, or regulatory challenges. The identification of threats force
organizations to develop contingency plans and take proactive solutions to mitigate risks
(Alicia, 2023). Identifying threats related to quality standards, competition, regulatory
changes, trading methods, trade barriers and market volatility helps Vietnamese exporters
devise appropriate strategies to overcome potential obstacles.
By analyzing these four dimensions, organizations can gain a comprehensive

understanding of their current position and external factors that can affect their success.
SWOT analysis serves as a foundation for developing strategies that align with the goals and
objectives of the business or organization. It helps businesses proactively make informed
decisions and prioritize actions based on their SWOT. From the analysis of the lychee export
SWOT model, a comprehensive assessment of the situation of the industry has been created
so that Vietnamese enterprises can shape appropriate strategies, ensure competitiveness and
sustainable development in the international market and rescue lychee consumption.
b, Applying SWOT analysis in strategic decision-making involves several steps:
42
1. Define your goals: Identifying the problem straight to the point creates more value
than the broad scope. Once clear objectives are in place, the organization will have a clear
direction of what to expect after completing the audit process.
2. Collect relevant information: Understanding different data sources, accessible
information and their reputation helps the evaluation process to be authentic and reliable.
Gather data and insights into internal factors such as organizational resources, capacity, and
performance. Also, assess the external environment, including market trends, customer
preferences, competitor analysis, and regulatory framework (Nikhil & Uttamkumar, 2020).
From the data sources will make more diverse and valuable contributions.
3. Identify strengths and weaknesses: Assess the internal factors that contribute to an
organization's competitive advantage or limitations. This assessment must be honest and
objective in order to get a realistic view of the organization's capabilities. This is an
extremely important source of information, a tangible and intangible asset intertwined with
the performance of the organization or project we are evaluating. For example, asking the
question "What do we have now, how are we?" etc
4. Identify opportunities and threats: Evaluate external factors that can positively or
negatively impact the organization. This includes identifying emerging trends, market gaps,
the ability to collaborate, or factors that may pose risks to the success of the organization.
(Cheraghalizadeh et al., 2021).
5. Analyze relationships and priorities: Review the relationship between strengths,
weaknesses, opportunities, and threats to identify strategic priorities. Identify which strengths
can be leveraged to exploit opportunities, unleash potential strengths, which weaknesses need
to be addressed to mitigate threats, and which areas need further assessment.
6. Strategy Development: Based on the insights gained from SWOT analysis, develop
strategies that combine strengths with opportunities and address weaknesses to mitigate
threats. These strategies must be feasible, measurable, and consistent with the organization's
overall goals.
7. Implementation and monitoring: Put strategies into action and regularly monitor
their progress. Adjustments may be necessary as internal and external factors change over
time.
Evaluation of previous studies using SWOT analysis in the context of international
trade and exports. The SWOT analysis framework is a valuable tool in strategic decision-
making because it provides a structured approach to assessing the current situation and
guiding organizations to make informed choices. In addition, SWOT analysis will make
problems more manageable once the datasets have been synthesized. Most importantly, it
helps organizations identify competitive advantages, address weaknesses, exploit
opportunities, and mitigate threats, ultimately leading to more effective decision-making and
improved performance.
2.2.2.1 Expanded version of SWOT analysis for lychee fruit export from Vietnam to China
market
Strengths
43
A. High quality lychee fruits and diversity: Vietnam is known as a producer of
high-quality lychee fruits, especially Vietnamese lychee meeting VietGAP and GlobalGAP
standards (Song Ha, 2023a). Lychees characterized by taste, aroma and texture that few
places can match (tuoitrethudo.com.vn, 2023). Favorable climate, characteristics and few
natural disasters, along with the extremely potential geographical expertise in lychee
cultivation, contribute to the outstanding quality of Vietnamese lychee. Specifically, in 2022,
Bac Giang province has 300,000 hectares of agricultural land with 155 typical products. In
which, land for lychee cultivation is up to 28,000 hectares (vnexpress.net, 2022). This can be
a significant competitive advantage in the Chinese market, where consumers appreciate
freshness and taste.
B. Favorable geographical location: Vietnam's proximity to the boundary with
China provides logistical advantages for lychee exports. Shorter road transit times ensure
fruit reaches the Chinese market faster and fresher, enhancing its appeal to consumers.
Currently, construction units have implemented plans to regulate vehicles entering the border
gate so that vehicles are not congested: On June 15, 2023, the export via 3-car railway
dedicated train carrying 56 tons of fresh lychee Luc Ngan officially departed at the Dual
International Transport Terminal, Bac Giang province officially exports to China, with the
policy of market diversification and innovative consumption methods (vov.vn, 2023). From
here, it opens a new expectation for the export industry of not only lychee but also
Vietnamese agricultural products to be convenient and effective when coming to this country
of billions of people. At border gates, specifically in Lang Son, strengthen the arrangement of
wharves, regulate traffic, expand "safe green zones" (vtv.vn, 2022b). Combined with the
support of quick customs clearance and priority for fast exports from the functional forces,
The shortened distance also contributes to reducing transportation costs, ensuring that the
quality of Vietnamese lychee fruits remains fresh, more competitive in price and not
stagnant, causing unnecessary damage (laodong.vn, 2023).
C. Favorable weather and soil: Lychee is less resistant to waterlogging than other
plants such as guava, apple, longan but has better drought tolerance. Climate hot and humid
summers, heavy rains, long cold and dry winters and the land of the element macronutrient
nutrition of many regions in Vietnam suitable for the cultivation of lychee fruit
(khoahocphattrien.vn, 2023). The main production areas in the Northern, Southern and
Central regions have warm weather and rainy seasons suitable for the process of planting and
caring for lychee trees. The area planted with lychee trees is also easily converted from
unproductive crops (hoinongdan.daklak.gov.vn, 2021). This is one of the strengths of nature
and creative farming care that meets the standards of VietGap, a premise for linking output to
foreign markets.
D. Increasing demand: The export situation to other countries is stable, especially
for the country of billions of people China is quite favorable and is still the largest export
market. The Chinese market has an increasing demand for imported fruits, lychee is
increasingly sought after by Chinese consumers. Lychee production consumed by the end of
July 11, 2022, reached over 167,000 tons, accounting for 93% of total production; in which,
exports to the Chinese market reached over 67,000 tons, accounting for 40% of consumption,
annually about 70,000 to 80,000 tons, accounting for over 30% of consumption
44
(ttkhuyencong.bacgiang.gov.vn, 2021). Lychee is not only favored by its unique taste but
also by its nutritional value, and the characteristics that only Vietnamese lychee provides,
conquering consumers. In the past 3 years, due to a number of problems related to the Covid-
19 pandemic affecting agricultural exports, including lychee, a sharp decrease in 2023, after
the abolition of the Zero-covid policy and the opening of the border gate, China has had
stricter regulations on food safety and the growing health awareness of Chinese consumers
has brought significant opportunities, which are very favorable conditions for Vietnam to
promote export again for Vietnamese lychee exporters to expand market share
(baochinhphu.vn, 2023).
E. Establish trade relations: Vietnam and China have established trade relations,
facilitating a smoother export process. Bilateral agreements such as the China-ASEAN Free
Trade Agreement have reduced trade barriers and tariffs, giving Vietnamese exporters easier
access to the Chinese market. Trade relations were established, the 2 sides also tried their
best to support enterprises to promote the export of vomit, which contributed to creating a
stable export environment and promoting long-term business relationships of lychee fruits in
particular (dangcongsan.vn, 2017).
F. Application of science and technology to production: The instability of export
and customs clearance of towel locks causes prolonged stasis; preservation methods affect
the quality of lychee fruits. Therefore, in recent years, scientific and technological topics and
projects have brought efficiency when creating commodity value chains into concentrated
areas; area, cost of products, creating breakthroughs in productivity, quality and branding for
products that bring great economic efficiency and revenue to water agriculture house
(skhcn.daklak.gov.vn, 2015). Specifically, the project of management and development of
Luc Ngan geographical indications for lychee products has been replicated on a scale of
8,500ha according to the VietGAP model (vietq.vn, 2015) where techniques and policies
have made great progress to meet a number of requirements on food safety and hygiene,
increase the value of lychee.
Weaknesses
A. Seasonal availability: Lychee fruit has a high season, limited harvest season,
lychee fruit yield is not too large, the main season usually lasts only a few months. This
seasonal availability can lead to fluctuating supply and challenges in meeting year-round
demand in the Chinese market when it comes to exporting fresh lychee fruit (Hoang, 2022).
Vietnamese exporters need to carefully manage their production, storage and supply chains to
ensure a stable supply of lychee fruit year-round or explore preservation techniques to extend
the shelf life of lychee fruit.
B. Limited storage facilities and cold chain: Maintaining the quality and freshness
of lychee fruits is crucial for successful export. However, Vietnam's warehouse and cold
chain infrastructure may not be sufficient to support the export of perishable goods such as
lychee. In fact, applied VIAEP processing line technology to preserve quality designs for 1
month, but this line encounters some problems that cause some export lychee batches to have
a rate of rotten fruits during storage and export transportation abroad (B. Le, 2018). It
45
showed that the storage facilities and cold chain infrastructure of the Vietnamese market are
insufficient and ensure the condition of lychee, which can lead to quality deterioration and
increased waste in the transportation process, affecting the competitiveness of Vietnamese
lychee exports.
C. Lack of brand recognition: Vietnamese lychees may find it difficult to build
brand recognition and compete with established brands in the Chinese market. Brands play
an important role in influencing consumer perception and purchasing decisions. Advertising
and marketing activities for agricultural products in Vietnam are still weak, when not really
focused and invested. Vietnamese exporters need to invest in marketing and branding efforts
to create awareness and differentiate their lychees from their competitors. Building a strong
brand image can create confidence for Chinese consumers and improve the competitiveness
of Vietnamese lychees in the market.
D. Negotiating ability: Limited trade agreement: China can use the deal as a
negotiating tool and can unpredictably change rules on import tariffs and other trade
measures. This may create uncertainty for Vietnamese exporters. Specifically, the Chinese
market is increasing quality quarantine, traceability, including stricter payment
(doanhnhantrevietnam.vn, 2023). The situation of lychee congestion at the border gate to
comply with inspection regulations, prolonged time causes the quality of lychee to deteriorate
or even spoil goods, this creates opportunities for Chinese partners to take advantage of price
pressure, which is both time-consuming and costly for exporters. This is also one of the
consequences due to business methods spontaneous, small without clear origin certification
of Vietnamese shippers.
E. Competition with the domestic market and other countries in China: After
China abolished its Zero covid policy, opening up integration, the competitive pressure will
also increase, because exporters and merchants in many countries are also focusing on the
Chinese market after opening up (Q. Duong, 2022). Consumer trends have been towards
product quality, design and competition with fruits of domestic and international enterprises
such as Thailand, Malaysia, Indonesia ... fierce competition in quality, price, brand,
distribution form with agricultural products of the same type for consumption in the Chinese
market.
Opportunities
A. Consumer trends: Chinese consumers are increasingly interested in consuming
fruits and especially after becoming more and more open to trying new and exotic fruits, it is
important that the origin ensures the quality of these fruits. Vietnam's agricultural and food
products have been favored by Chinese consumers thanks to their improved quality and
supply capacity (baodantoc.vn, 2021). This shift in consumer preferences presented an
opportunity for Vietnamese lychee exporters to showcase the unique taste and quality of their
lychee fruit. By promoting the exotic appeal of Vietnamese lychees and insisting on its
superior quality, exporters can tap into this growing market segment.
B. Natural conditions of Vietnamese lychees: Besides bad weather, low lychee
production in China makes the supply shortage. Due to the difference in time conditions
46
period Vietnamese lychee often ripens earlier than Chinese lychee, can be harvested and put
into the market about 1 month in advance (Huu Hung, 2023). At the same time, the stable
weather is favorable for the early ripe lychee crop in Vietnam to fill the gap of Chinese
lychee when it is not yet in season, so many Chinese traders have deposited and imported
early from the Vietnamese market.
C. Growing e-commerce platforms: In addition to the usual traditional sales
channels, the rise of e-commerce platforms in China has revolutionized the retail landscape
and provided opportunities to reach a more diverse consumer base. Vietnamese exporters can
leverage these platforms to promote and sell lychee fruits directly to consumers, bypassing
traditional distribution channels. In 2022, Bac Giang province has signed memorandums of
cooperation with 8 enterprises with an expected output of thousands of tons. Among them are
well-known domestic e-commerce platforms such as PostMart.vn; Felix.store and
international - Chinese with large distribution systems such as Alibaba.com, etc (vtv.vn,
2022a). E-commerce platforms also offer targeted marketing opportunities and reach
consumers in different parts of China, further expanding export opportunities.
D. Trade agreements and partnerships: Leveraging duty-free trade agreements and
favorable partnerships between Vietnam and China can enhance export prospects. China-
ASEAN Free Trade Agreement and Other Bilateral Trade Agreements (aecvcci.vn, 2002).
Besides, Japan is the bridge of Vietnamese lychees exported to other countries, especially
China when Japan is the most strict and fastidious market in the world for product
requirements. According to Japan Customs data, right in the first year of entering the market,
Vietnamese lychee accounted for a market share of about 10% in this country's market,
ranked 3rd, after Chinese and Taiwanese lychees (China) (nhandan.vn, 2021). Therefore, the
successful penetration of Vietnamese fresh lychee into this market will help open new export
doors to other developed countries.
Threats
A. Climate change: Climate change can affect the yield and quality of lychee. If the
weather is not favorable, many natural disasters, storms and floods will cause a shortage of
output and insufficient supplies. In 2022, due to climate change, prolonged cold weather has
affected the growth and development of lychee trees, making lychee fruits ripen about 15-20
days later than every year. (ttkhuyencong.bacgiang.gov.vn, 2023), this affects seasonal
exports and does not meet market demand in time. From here, Vietnam's agricultural sector
may lose a large part of products for export and make partners, especially the Chinese
market, at risk of abandoning imports of Vietnamese lychee fruits and turning to import from
other markets such as Thailand, Malaysia, Indonesia... In addition, it also affects the quality
and food safety of lychee fruit. Natural disasters such as floods or environmental pollution
can cause contamination of products, causing food safety concerns.
B. Commodity and market control policies: Trade policies may change suddenly,
policies to tighten agricultural imports, focusing on official imports to strategies to increase
domestic production, including increasing import duties or imposing export restrictions due
to specific epidemics such as the "Zero Covid" policy situation – measures to control goods
47
and vehicles... to combat the Covid-19 epidemic at border gates, which has greatly affected
the speed of customs clearance of goods with China; Even causing serious congestion of
goods at the border gate, this is also a direct cause of the decline in border trade turnover
(Van Hang, 2022). This can create uncertainty for exporters. In addition, many enterprises of
the two countries still choose to export "small quotas" through the form of exchanging border
residents, which has many potential risks of payment, quarantine, issuance, price pressure,
congestion... causing additional difficulties for import and export work.
C. Competition with domestic and foreign enterprises when exporting to China:
Vietnam's agricultural products are also facing fierce competition in terms of quality, price,
brand, distribution form from other countries that have agricultural products of the same type
for consumption in the Chinese market.
D. Variations in the market and consumer requirements: The Chinese market may
change rapidly, and consumers may require different types of lychee fruits or introduce new
requirements for quality and packaging. This requires flexibility and adaptation on the part of
the export industry.
E. China's strict requirements: The Chinese market may change rapidly, and
consumers may demand different types of lychee berries or introduce new requirements for
quality and packaging. It is also considered one of the markets with the world's strictest food
safety standards. This requires products to meet standards for chemicals, bacteria, pesticides,
and other factors related to food safety. Enterprises exporting lychee fruits from Vietnam
must comply with these standards in order for the product to be approved for import. Lychee
or agricultural products must meet the conditions for planting area codes for traceability,
ensuring food safety, strictly controlling pesticide residues (Phan, 2022). In addition,
packaging facilities must strictly comply with regulations required by the Chinese side when
participating in packing agricultural products and goods exported to this market. The Chinese
market requires clear paperwork and certifications for food quality and safety. Quality
assurance, management and administrative procedures are very important and thorough in
each stage from production to export.
F. Product handling and dealing with pests: This is also a challenge that
Vietnamese lychee manufacturers must perform during product inspection and handling to
ensure food safety including regular inspection, production supervision, and use safe storage
methods (lucngan.bacgiang.gov.vn, 2023). Besides, pests and food diseases can affect the
quality and safety of lychee fruit. To ensure food safety, pathological control measures and
the proper use of pesticides must be applied.
G. Infrastructure and logistics: Transport infrastructure has not developed evenly:
Despite the improvement in transport infrastructure in some regions of Vietnam,
infrastructure is still limited, facing overload such as the backlog of too many goods for
export. Geographical distance and transit time: Shipping lychee fruits from Vietnam to China
is time-consuming and can be expensive.(Viet An, 2023). Long geographical distance and
imperfect transport infrastructure, although in the past 2 years, besides roads, Vietnam
transport channel has developed an export route by railway, in the long run it will be
48
favorable for the formation of a transshipment hub, create conditions for import and export
enterprises quickly (Ky Nam, 2023). However, there are still outstanding issues such as
which may increase shipping costs and the time it takes for lychee fruits to reach the Chinese
market. This affects the quality of lychee, and because of the distance and transportation
costs, it will affect the deeper penetration of China's central provinces, but only stops at the
neighboring provinces of export and customs clearance, partly due to the form of small
business trading, not following the regulations of the quality inspection force, making
customs clearance congestion and access unsustainable.
2.2.2.2 Based on the SWOT analysis carried out to export lychee fruits from Vietnam to the
Chinese market, the following main strategies can be considered.
In addition to listing and evaluating S, W, O, T factors, the analysis is not enough, so
it is necessary to introduce the SWOT model to expand and develop into a matrix to
optimally promote its value as linked elements, deep chains together, will solve problems
from complex, discrete will become clear and seamless. Here, the combination of factors will
create a summary assessment of specific strategies and practical issues that Vietnamese
lychee exporters need to recognize and implement to offer effective solutions to export
lychee to China (Skinner et al., 2012). Those strategies include SO, WO, ST, and WT
strategies.
S-O strategy: A strategy to take advantage of existing opportunities from the outside
to promote the resources and strengths of organizations and businesses. This is a strategy that
does not require too much effort but is highly effective and most likely to succeed. S-O
strategies are usually short-term strategies.
W-O strategy: A strategy to seize current opportunities by improving weaknesses
and weaknesses of organizations and businesses. This strategy will be more difficult because
maybe once you have improved your weaknesses, the opportunity has passed. However, if
you try your best, you can still succeed, creating a new step forward for the business. This is
a medium-term strategy.
S-T strategy: A strategy that uses strengths to limit and deal with external threats.
This strategy helps businesses eliminate risks, control unfavorable situations for businesses.
This is a short-term strategy.
W-T strategy: A strategy to overcome weaknesses in advance to prevent risks for
organizations and businesses. Because risks and risks often come from weaknesses of
businesses, it is necessary to recognize risks early and overcome weaknesses now. The W-T
strategy is a defensive strategy.
2.2.2.3 When applied to the matrix of Vietnamese lychee exports to China, the following
specific strategies will be offered:
Table 2.2: SWOT Matrix
SWOT ANALYSIS Strengths Weaknesses
(S1) High quality and (W1) Seasonal availability is
diverse lychees - Vietnam is a limited due to short-term main
49
place that produces high season production.
quality lychees, especially (W2) Storage and cold chain
lychees. facilities are insufficient, and
(S2) Favorable geographical difficult to maintain during
location, close to the Vietnam long transportation periods.
- China border (W3) Lack of brand
(S3) Favorable weather and recognition, not focusing on
soil - Hot and humid climate, advertising agricultural
lots of rain and flexible land products to foreign markets.
conversion from ineffective (W4) Limited ability to
crops. negotiate and negotiate trade
(S4) Chinese market agreements when policies can
demand is increasing. change suddenly.
(S5) Establishing trade (W5) Compete with other
relations: China-ASEAN Free countries in terms of price,
Trade Agreement quality, distribution form, etc.
(S6) Applying science and And alternative products have
technology to production and more advantages.
preserving the quality of
lychees.
Opportunities SO strategies WO strategies
(O1) Consumption trends (SO1) Focus on improving (WO1) Invest in technology,
Chinese people are lychee growing and management and lychee
increasingly fond of processing using organic quality control system.
consuming fruit and, methods, without using
especially after integration, chemicals. (WO2) Build sustainable,
are more open to trying new, trustworthy partnerships that
strange and guaranteed (SO2) Strong marketing and are easy to negotiate.
quality fruits. advertising on all relevant
(O2) The natural conditions sales platforms Conduct and (WO3) Research and
of Vietnamese lychees are invest in market research. development create unique,
favorable when it comes to attractive products from
filling the gap against the (SO3) Use appropriate lychees.
shortage of Chinese supply. packaging and brand labels
(O3) E-commerce platforms and ensure compliance with (WO4) Integrating the
are developing very rapidly in general and specific supply chain, collaborating
China. regulations of the Chinese with international experts in
(O4) Trade agreements, tax market production and distribution.
exemptions and favorable
partnerships between Vietnam (WO5) Establish a structure
and China. to research and capture
information on Chinese
consumer trends and
requirements.
(WO6) Create powerful

marketing and advertising
campaigns, offering products
50
at competitive prices.
Threats ST strategies WT strategies
(T1) Climate change affects (ST1) Cooperate with food (WT1) Improve production
the quality and transportation inspection and certification processes and provide plant
of lychees. agencies in China. certifications upon request
(T2) Policy on controlling from partners.
goods and competition when (ST2) Build stable and long-
exporting to the Chinese term trade relationships with (WT2) Fix supply, minimize
market, prioritizing domestic Chinese partners. transportation costs.
sources of goods, restricting
exports and forcing product (ST3) Market provisions to (WT3) Strengthen products
prices. not be completely dependent and build brand trust among
(T3) Unpredictable market on the Chinese market. Chinese customers.
changes and strict
requirements of Chinese (ST4) Diversify and build
consumers. the shortest routes to transport
(T4) Thoroughly inspect and lychees, coordinate with
process products to ensure agencies to support the fastest
that they are ready to deal customs clearance.
with diseases and pests.
(T5) Infrastructure and
logistics are not developed
evenly and diversely,
transportation costs are high
when penetrating deep into
the center.
From Table 2.2, it can be seen that the proposed strategies correspond to the factors
S, W, O, T when exporting Vietnamese lychees to the Chinese market. Here, SO Strategy
(taking advantage of existing opportunities to promote strengths). Applying this strategy can
help take advantage of the huge opportunity in the Chinese market by leveraging the power
of product quality and meeting consumer needs, which may include increasing product
output organic products and use quality marketing campaigns to gain trust from Chinese
consumers. However, it requires smart management and effort in maintaining and developing
the strengths of this industry. Next, the WO Strategy - seizing opportunities by improving
weaknesses. Although it may be difficult, the efforts of Vietnamese businesses to improve
and develop will help create new progress and can make a great contribution to this export
industry and create opportunities for the economy. Vietnam's economy develops strongly
when difficult problems not only for lychees but for the entire agricultural industry are
resolved. Along with that, the ST Strategy in exporting lychees from Vietnam to the Chinese
market can help take advantage of strengths to cope with external threats and risks. Maintain
and develop the strengths of this industry to protect stability and expand export markets.
However, strong competition from other lychee producing countries could be a potential risk.
Production capacity must be utilized to reduce costs, improve efficiency, and maintain
competitiveness to cope with competition in the Chinese market. Finally, the WT Strategy is
51
a defensive strategy, aiming to overcome weaknesses to cope with and prevent risks when
exporting lychees. Vietnamese businesses need to research and predict, and when discovered,
handle weaknesses in a timely manner to ensure that this industry can survive and develop in
the Chinese market.
From there, come up with some specific strategies as follows.
1. Ensuring logistic processes and expanding export routes.
- Build and ensure the quality of sufficient cold storage at border gates for
import and export of goods, focusing on northern border gates.
- Facilitate and coordinate with agency forces on import and export customs
clearance procedures.
- Expanding routes to help exports move faster and deeper into the heart of the
Chinese market.
2. Focusing on research to capture the Chinese market.

- Continuously monitor market trends, consumer preferences, and competitive
landscape in the Chinese market.
- Identify opportunities for product differentiation and market positioning.
- Collect market information to understand supply and demand dynamics and
adjust production and export strategies accordingly.
- Use market research to identify potential barriers to market entry and develop
strategies to overcome them.
3. Taking advantage of trade agreements, build new partnerships with Chinese

importers.
- Take advantage of trade agreements and favorable partnerships between
Vietnam and China to facilitate a smoother export process.
- Stay up to date with changes in trade regulations and tariffs to ensure
compliance and competition.
- Coordinate with government agencies and industry associations to take
advantage of support and resources in promoting lychee exports.
- Build strong relationships with market intermediaries, including importers,
distributors, and retailers in China.
- Bridging language and cultural barriers through effective communication
strategies.
- Regularly interact with buyers to understand their needs and preferences,
thereby adjusting the products offered accordingly.
- Seek feedback from customers and business partners to improve product
quality and customer satisfaction.
4. Using Chinese digital marketing and e-commerce platforms.

- Take advantage of the growing popularity of e-commerce platforms in China
to reach a wider consumer base.
- Develop an online presence through strategic partnerships with popular
platforms or by establishing a dedicated online store.
52
- Implement targeted digital marketing campaigns to raise awareness and
promote Vietnamese lychee fruit as a premium and unique product.
5. Focusing on improving lychee quality and post-harvest preservation.

- Focus on maintaining high-quality standards throughout the production and
post-harvest process.
- Implement effective pest classification, classification, and control measures to
ensure uniform quality.
- Strengthen post-harvest treatment techniques and invest in modern packaging
and preservation equipment to preserve fresh fruits and extend shelf life.
- Implement a traceability system and comply with food safety regulations to
build consumer confidence.
These strategies address the strengths and opportunities identified in the SWOT
analysis, while minimizing weaknesses and challenges. Above are the group's views through
data, references, and previous research on this topic, to come up with strategies to improve
the competitiveness and success of exporting lychees from Vietnam to the Chinese market.
By implementing the strategies and based on the assessments of experts through surveys, the
research will provide more specific and accurate strategies based on research methods such
as G-Delphi, G- AHP, G-TOPSIS.
2.2.3 Grey system theory and MCDM Applications
2.2.3.1. Grey System Theory(GST)
GST is a powerful method in the field of systems science, specializing in dealing with
systems characterized by uncertainty and limited information (Yin, 2013).
Originating from the innovative work of Professor Deng Julong in the early 1980s,
GST offers a unique perspective on systems analysis and decision making (Deng, 1988).
Unlike traditional mathematical models, GST excels in situations where data is incomplete or
inaccurate. It has found applications across various fields due to its ability to adapt to
uncertain conditions (Liu & Forrrest, 2007). In essence, GST serves as a valuable tool for
decision-making in situations where conventional models are no longer effective, making it a
promising avenue to explore in many different areas (Trivedi & Singh, 2005).
In the field of MCDM models, GST is increasingly attracting attention and
applications (Kose et al., 2013). GST's strength lies in its ability to handle systems with
incomplete, uncertain or ambiguous information, making it particularly suited to the complex
and dynamic nature of decision-making involving multiple criteria.
A notable application of GST in MCDM is that through grey relational analysis it is
possible to compare different criteria while considering the uncertainties inherent in real-
world decision making (Amin & Saad, 2019). By capturing relationships and trends within a set
of criteria, GST contributes to a deeper and more comprehensive understanding of the
decision-making context.
In the field of lychee export from Vietnam to China, applying GST is a reasonable
decision. The complexity of international trade, market dynamics and varying quality
53
standards require a comprehensive approach. Using G-Delphi to collect detailed information
from experts in the lychee import and export industry on factors affecting Vietnam's lychee
exports, G-AHP to weight the criteria that experts have chosen through G-Delphi, and G-
TOPSIS to rank and select promising strategies for Vietnamese lychee exports. By building
on previous studies from various fields, this study aims to contribute to knowledge on the
application of GST in MCDM, providing suitable solutions improve the ability to export
Vietnamese lychee fruits to the Chinese market.
2.2.3.2. Delphi and G-Delphi methods
The Delphi method is a structured and iterative forecasting technique designed to
obtain consensus opinion from a group of experts. Developed by the RAND Corporation in
the 1950s, the Delphi method aims to reduce bias and achieve consensus among a group of
experts (Dalkey, 1969) . In the traditional Delphi process, a series of surveys or
questionnaires are administered to experts, who are anonymous to each other. After each
round, the results are compiled and presented to the experts, who revise their answers based
on the group's feedback. This process continues until a consensus is reached. G-Delphi is an
extension of the classic Delphi method combined with GST (Liu & Forrest, 2010) introduced
in the 1980s to deal with systems with incomplete or uncertain information. In the context of
the Delphi method, G-Delphi acknowledges and addresses the ambiguity and uncertainty
inherent in expert opinions. It allows experts to express their judgment using grey
coefficients, which represent inaccuracies or uncertainties associated with their responses.
This makes the G-Delphi method especially useful in cases where the available information
is not accurate or clear.
The application of the Delphi method and G-Delphi method is widespread in many
different fields. It is especially useful when dealing with complex problems where the input
of multiple experts is needed to navigate uncertainties and generate reliable insights. For
example, the research of Östberg et al. (2021) assessed how tree vigor is influenced by
aspects of professional background, growing location, and tree age using the Delphi method
with 19 survey participants who were urbanists and ecologists. Besides, the research of Saihi
et al. (2023) used the Delphi Method, combined with the AHP method to evaluate and rank
success factors and respective strategies through a panel of 17 highly qualified experts to
promote success of maintenance digital transformation initiatives. A three-round ranking
Delphi study was conducted to examine methods to determine consensus among experts on
human factors methods for assessing adaptation in security-related organizations (Craig et al.,
2020). The Delphi method was used to determine the consensus of 10 experts to achieve new
evaluation criteria for restaurant construction for Thailand including (1) Green Restaurant
Standard 4.0, (2) Energy Stars for Restaurants and (3) BCA Green Marks for restaurants
(Non et al., 2023). This research of Ma et al. (Ma et al., 2011) aims to build three sets of
road safety performance indicators using the Fuzzy Delphi method and G-Delphi method to
evaluate the attitudes of experts towards regional road safety and road safety ministry of
urban affairs and highway safety.
In summary, the Delphi method provides a systematic approach to harnessing the
collective intelligence of experts, while the G-Delphi method enhances this process by
incorporating GST to solve problems. uncertainties and inaccuracies in expert assessments.
54
Both methods play an important role in facilitating informed decision making in situations
where traditional methods may no longer be effective. In this study, the authors aimed to
identify factors affecting Vietnam's lychee exports using the G-Delphi method, a
combination of the Delphi method and GST. This method can resolve uncertainties and
provide a more comprehensive understanding of the key factors affecting lychee exports.
2.2.3.3. AHP and G-AHP methods
Analytical Hierarchy Process is a powerful decision-making method developed by
Thomas L. Saaty. Introduced in the late 1970s, AHP has been widely recognized for its
ability to handle complex decision problems by dividing them into hierarchical structures
(Saaty, 1987). This method provides a systematic and computational approach to quantifying
subjective judgments and preferences. AHP involves building a decision hierarchy,
performing pairwise comparisons, calculating priority weights, and synthesizing the results to
make informed decisions. It has found applications in many different fields. For example,
this research of Liu et al. (2023) aims to develop an integrated framework for understanding
the ocean that can include both scientific and sociocultural components of ocean-related
issues. Using Delphi and AHP methods, a two-level framework was constructed, including
seven Level 1 criteria and 29 Level 2 criteria with detailed descriptions, paired comparisons
to guide future efforts to further incorporate ocean knowledge into marine policies and
regulations. By applying Delphi and AHP methods, this work makes an innovative
contribution to research on ocean literacy assessment and marine policy making. Using AHP
method to research on optimal location selection for solar power plants in Iran (Ahadi et al.,
2023). Choosing optimal locations for solar power plants requires multi-criteria decision-
making. Therefore, AHP is one of the most comprehensive, as a flexible, direct and
pragmatic approach is essential when decision-making criteria are diverse. An electricity
market structure selection method using the AHP method, a multi-criteria decision-making
technique, to model participatory selection and initiative of stakeholders for overall reform of
the power sector (Subhes & Prasanta, 2003) .
On the other hand, G-AHP is an extension of traditional AHP that incorporates GST
principles. G-AHP adjusts AHP to accommodate ambiguity and imprecision in decision
making. It is well suited for situations where it is difficult to obtain precise numerical values.
G-AHP uses grey numbers, which are ranges of possible values rather than exact figures,
allowing for a more flexible and realistic expression of uncertainty.
Adopting G-AHP extends AHP's capabilities to address ambiguous decision contexts.
This is especially beneficial when solving real-world problems where accurate information is
often difficult to come by. G-AHP has been used in many different fields. For example, this
article about information technology selection (2014), the selection Content Management
System (CMS) among available alternatives is considered a multi-criteria decision. A
decision model featuring seven criteria and four alternatives was developed, employing a
hybrid approach that combines the AHP method for criterion weight determination and G-
TOPSIS for assessing alternatives while utilizing grey numbers to account for uncertainty,
and the model was implemented in a Turkish foreign trade company. This study of Nguyen
(2022) aims to propose a two-stage AHP and GST based on the complex scale assessment
model to explore the important factors affecting choosing international payment methods in
55
case of small and medium import and export, small-scale enterprises from emerging
countries. The research on urban flood risk assessment contributes significantly to the pursuit
of sustainable urban development. This study utilizes the AHP to explore the interactions
between distinct variables, while also employing the Decision Evaluation and Testing
Laboratory (DEMATEL) method to analyze the relationships among factors within a
variable, providing a comprehensive understanding of flood risk dynamics in urban areas
(Zheng, 2023).
In summary, while AHP provides a structured and rigorous approach to decision
making, G-AHP builds on these foundations by incorporating GST to handle uncertainties.
Both methods provide valuable tools for decision makers seeking a systematic and flexible
approach to complex decision problems.
2.2.3.4. G-TOPSIS method
TOPSIS is a MCDM method used to determine the best alternative from a set of
select options. Introduced by Hwang and Yoon (1981), TOPSIS has become popular because
of its simplicity and effectiveness. This method involves comparing alternatives based on
their closeness to the ideal solution and their furthest distance from the negative ideal
solution. TOPSIS converts the decision matrix to normalized values and calculates geometric
distances to determine the overall ranking of alternatives.
This study of Cengiz et al. (2009) employed the Fuzzy TOPSIS method to gather both
group and individual assessments, utilizing it in the context of the largest office furniture
manufacturer in Konya, Turkey. Within this framework, the Information systems (IS) levels
of eight companies are assessed based on seven criteria, facilitating the selection of the most
suitable outsourcing provider. Several multi-attribute decision making and performance
measurement (MADM) techniques were used in this research to answer Khouja's robot
selection problem. The ultimate choice was determined by averaging the outcomes of OCRA,
TOPSIS, and the robot selection utility model, yielding a ranking (Parkan & Wu, 1999).
Using the VIKOR and TOPSIS methods, this paper by Hasan et al. (2019) provided an
objective evaluation of the performance of the 27 EU member states in accordance with each
EU 2020 strategy. Multi-criteria decision-making techniques can take a variety of factors into
account, such as financial, educational, demographic, and innovative factors. This study of
Madijid and Adel (2011) presented a team multi-attribute decision-making framework
developed at the Johnson Space Center for the integrated human exploration mission
simulation facility to evaluate the priority of human space flight simulation programs by
using three different variants of TOPSIS including conventional, adapted and modified
TOPSIS methods.
G-TOPSIS, an extension of the traditional TOPSIS method, incorporates GST
principles to address uncertainties and ambiguities in decision making. G-TOPSIS adapts
classic TOPSIS to handle situations where accurate data collection is difficult. Instead of
relying on exact numerical values, G-TOPSIS uses grey numbers to represent the degree of
uncertainty associated with decision factors. This allows for a more realistic representation of
the decision-making process in situations with incomplete information. The application of G-
TOPSIS is especially relevant in real-life situations where uncertainty is inherent. G-TOPSIS
56
provides a powerful framework for evaluating and ranking alternatives and has been applied
across a variety of sectors. This study of Zhang et al. (2021) seeks to identify geographical
restrictions on ecological resources in order to get beyond the challenges and complexities
associated with measuring the models that are currently employed in terrestrial ecosystems.
For this reason, TOPSIS is integrated with geographic information systems and connected to
grey relational analysis. The result was applied to create a land ecological security
assessment at the regional level for usage in Daye, a historic mining city in central China.
This study employed a comprehensive multi-criteria approach integrating the G-TOPSIS
method, to identify the most suitable location for a solar farm in Libya. A comparative
evaluation of six potential sites is carried out, taking into account twelve predefined criteria,
enabling informed decision-making for optimal site selection (Ibrahim et al., 2023). This
study of Zhao (2021) about an enhanced energy efficiency evaluation model, using the G-
TOPSIS, accurately assesses customer energy efficiency by replacing Euclidean distance
with weighted grey correlation degree numbers. The proposed optimization model maximizes
benefits while improving energy efficiency, validated through an industrial park case study.
This aids customers in optimizing and enhancing energy efficiency strategies.
In summary, while TOPSIS offers a simple approach to multi-criteria decision
making, G-TOPSIS improves on this approach by incorporating GST, making it more
adaptable to the given context and making decisions with uncertainties and incomplete
information. Both approaches contribute valuable tools to decision makers seeking effective
solutions in complex decision-making environments.
2.3 Research gaps
The literature review portion of a study serves as an important component in
understanding the existing body of knowledge, identifying gaps, and demonstrating the need
for further research. In the context of lychee exports and competitiveness, identifying
research gaps can help guide future research, provide insight into underexplored areas and
contribute develop innovative approaches. This article aims to highlight research gaps in this
area and demonstrate the need to develop an integrated model using G-Delphi, G-AHP and
G-TOPSIS to address these gaps.
There are many previous research articles that have also studied the factors and
competitiveness of Vietnamese agricultural exports, however there are still gaps and
limitations in the existing literature in the context of lychee exports. First of all, there is a
lack of research on the impact of specific factors on lychee export efficiency. For example,
the research of Koji and Shozo (2018) determined the characteristics of the value chain from
producers to Chinese traders transporting lychees to the Vietnam-China border shows that
lychee exports face the risk of unpredictable purchasing behavior of traders. Chinese drivers
as well as an inefficient value chain structure due to small-scale distributed production, and
ineffective quality control. Besides perspectives on export efficiency and competitiveness,
lychee quality was attractive to many scholars. For instance, Pham et al. (2023) emphasized
the production stages so that lychees truly met the quality of GAP standards, while Mitra &
Pathak (2010) experimented with changing growing media to ensure lychee quality, whereas
Patha & Mitra (2010) researched how the timing, rate and type of fertilizer affecting lychee
57
quality. Therefore, conducting empirical research to determine and evaluate the relative
importance of factors such as product quality, pricing strategy, brand, market access, and
trade policy in determining the competitiveness of exported lychees is very necessary.
Second is an incomplete understanding of the dynamics of the Chinese market. China
is a large market for lychees. China is one of the major import markets for Vietnamese
agricultural products, with many agricultural products accountings for 40 - 70% of the total
export market share (T. D. Nguyen & Ho, 2022). There may be little research exploring market
dynamics, consumer preferences, distribution channels, and competitive landscape specific to
the Chinese market. More research on market information and consumer behavior in the
Chinese market is needed to investigate preferences, purchasing behavior and market trends
related to lychees in China to gain a deeper understanding of demand drivers and develop
effective marketing strategies.
Third is the lack of integrated decision-making models. Existing studies could use
different decision-making models separately, such as Delphi (Kretzschmar & Schmid, 2011) ,
AHP (Kumar & Pant, 2023) or TOPSIS (Zahra et al., 2017).However, there may be a gap in
the literature regarding the development of an integrated model that combines these methods
to provide a more comprehensive and accurate decision-making framework. Therefore, there
is a need to design and test an integrated model combining G-Delphi, G-AHP and G-TOPSIS
to provide a comprehensive and robust decision-making framework for lychee exporters. The
benefits of such an integrated model include Improved accuracy and reliability: Integrating
multiple methods allows for a more comprehensive assessment of factors affecting lychee
export competitiveness, reducing the risk of bias and improving accuracy, reliability in
decision making. Comprehensive assessment of many criteria: The integrated model can
effectively evaluate and prioritize many important criteria for lychee exports such as product
quality, market access, price, brand and supply chain efficiency. By considering the
correlation and dependence between these criteria, the model can provide a more
comprehensive assessment of export competitiveness. Decision support for exporters: The
integrated model can serve as a valuable decision support tool for Litchi exporters, allowing
them to make informed decisions on market selection, product positioning, pricing strategy
and supply chain optimization. It can help exporters identify strengths, weaknesses,
opportunities and threats, and develop strategies to enhance their competitiveness in the
Chinese market.
In conclusion, identifying research gaps in the existing literature on lychee exports
and competitiveness is important to guide future research and advance knowledge in this
field. The gaps identified in this article highlight the need for deeper insights in specific
areas, such as the impact of factors on export performance, the dynamics of the Chinese
market, and the development of integrated decision-making models. The rationale for
developing an integrated model using G-Delphi, G-AHP and G-TOPSIS lies in its ability to
address the limitations of current research, providing a comprehensive assessment of export
competitiveness and assisting exporters in making informed decisions. By filling these
research gaps and developing an integrated model, researchers can contribute to the body of
knowledge on lychee exports and provide practical insights to practitioners in the field.
58
2.4 Conclusions
This study uses an integrated multi-criteria selection model to evaluate influencing
factors and propose appropriate export strategies for Vietnam's lychee exports to the Chinese
market using G-Delphi method, and G-AHP method and G-TOPSIS method to evaluate
export strategies based on experts' opinions on the impact criteria of Vietnam's lychee
exports. First, 7 factors affecting Vietnam's fruit and lychee exports were tested through the
G-Delphi method. Second, the G-AHP method is applied to evaluate the importance weight
of the tested factors. Then, the G-TOPSIS method is used to analyze and evaluate the given
export strategies based on the SWOT model of strengths, weaknesses, opportunities and
threats. The results of this study will reveal important factors that have a significant impact
on Vietnam's lychee exports. This study also suggests some export strategies for lychees
based on SWOT models to help Vietnamese lychees be more successful in the Chinese
market.
59
CHAPTER 3: METHODOLOGIES
3.1 Research Process

As stated in the preceding sections, this study presents the MCDM technique
combining G-Delphi, G-AHP, G-TOPSIS to evaluate and find a priority strategy for
exporting Vietnamese lychees to China. These methods are learned and calculated through
data taken from questionnaires. The first focuses on the Delphi Method, which seeks
consensus among experts on a certain topic or issue. In this area, specialists are chosen based
on their knowledge and experience in the field of import and export. They were asked to
respond to questions or remarks concerning influencing variables in the export of Vietnamese
lychees. This strategy does not rely on preset assumptions, but rather tries to acquire insights
and views from experts that may be utilized to inform the research effort. Besides, there is
the AHP method, which calculates weights applied to multi-criteria decision-making
problems based on practical experience. It provides an ordering of priority of factors to get
the most reasonable final decisions. The analysis is not based on predetermined hypotheses
but seeks to identify the most relevant factors and identify the factors that contribute to their
performance. Finally, use the TOPSIS Method to evaluate and rank the final options. In
addition, those MCDM methods combined with GST can be used to make uncertain
hypotheses about influencing factors and devise specific strategies with each of those factors
to help exporters make their own decisions to improve export activities of Vietnamese
lychees to China.
Figures 3.1 The process includes eight steps as follows:
60
Figure 3.1. The research processes (Source: Drawn by Authors)
Step 1: Determining topic/objective and scope.

Identifying research topics, determining research objectives, and determining research
scope as pivotal steps. These are not just mere formalities, rather, they are the cornerstone of
a meticulously planned and executed research project. This step is essential to ensure the
research topic and objectives are appropriate, provide clarity and direction. This creates a
premise for research efforts that are not only practically feasible but also have significant
academic value and impact on the scientific research community.
Step 2: Selecting SWOT strategies and Design MCDM models.
Choosing SWOT analysis and MCDM model involves devising effective strategies
according to the SWOT model and designing appropriate models to evaluate the most
influential factors of Vietnamese lychee exports to China.
61
Step 3: Identify factors affecting the export of Vietnamese lychees to China and
background information provided.
Provide influencing factors and the most basic data of Vietnamese lychee exports to
China. Accurate and comprehensive data collection is critical to ensuring the validity and
reliability of research results.
Step 4: Identify SWOT Factors| (G-Delphi).
This step involves using the G-Delphi method to establish the weights of the relevant
influencing factors. The G-Delphi method is the first method in this research to approach the
integration of experts' opinions and statistical analysis to evaluate and determine the
importance of factors affecting lychee exports. This method not only relies on the expertise
of experts in the field, but also applies objectivity and calculation in the evaluation process.
This helps create a scientific and transparent basis for evaluating important factors. By using
the G-Delphi method, we can achieve consensus in assessing the importance of influencing
factors, helping to eliminate personal bias, and ensuring the scientific decision about weight.
Step 5: Determine Factor Weights | (G-AHP).
In the G-AHP method, analysis of hierarchies combines G theory - uncertainty
assessment, helping to identify factors and establish a hierarchy diagram, analyzing and
arranging decision factors. This is a reliable method and optimizes the results of selecting
decision factors that satisfy the research objective criteria, contributing to an effective
strategy for exporting lychees to China.
Step 6: Evaluate & Select SWOT Strategy | (G-TOPSIS).
In this step, the TOPSIS method evaluates and ranks solutions based on their
comparison with ideal strategic solutions. The use of G-TOPSIS, to introduce uncertainty in
the input data and the need to evaluate and rank the solution options in a manner that
considers Vietnamese exporters among the important influencing factors to the export of
lychees.
Step 7: Analyzing and discussing the results.
This step involves analyzing the research results of research outcomes and the
thoughtful exploration of their broader implications. The analysis must be thorough,
impartial, and substantiated by empirical evidence, ensuring the credibility of the findings.
Subsequently, the discussion should delve into the core of the research topic, shedding light
on its relevance within the broader research landscape and its potential impact on the field.
Step 8: Conclusion and Recommendation.
This step involves several critical tasks, including summarizing the research findings,
formulating well-grounded conclusions rooted in the evidence derived from the study, and
proposing practical recommendations that can guide future research endeavors or real-world
applications. The conclusions must be a direct reflection of the research's empirical findings,
62
while the recommendations should offer actionable insights that are both feasible and
pertinent for advancing the field or implementing changes in practice.
3.2. G-Delphi Method
Methods of multi-criteria decision-making rely on expert opinions, which are
frequently ambiguous. The GST is used in this work to address this ambiguity. Information is
divided into three categories under the GST (Liu & Forrest, 2006) completely certain (white),
insufficient (grey), and unknown (black). The interval grey numbers notion from the Grey
System Theory is used in the work of Dalkey & Helmer (1963) proposed the Delphi
approach. It was a widely used survey technique combining experts' opinions on a certain
topic to reach a consensus. Subjectivity, prejudice among experts, and the necessity for
several rounds before reaching a consensus are some of the disadvantages of the traditional
Delphi technique. These restrictions might be overcome with the use of the GST integration
(Ma et al., 2011). Thus, the G-Delphi method is a synthesis of the GST and the Delphi
theory. There are many phases in the G-Delphi approach:
Step1: Expert panel selection
Choose experts by choosing people who work in the industry with seniority or experts
who specialize in researching the issue of exporting lychees to the Chinese market.
Step 2: Create a questionnaire.
Create a questionnaire with factors affecting the export of lychees from Vietnam to
the Chinese market.
Step 3: Collect feedback from experts.
Experts are being given the questionnaire created for this study, and they have to
answer on a linguistic scale. The language scales and the corresponding grey numbers are
displayed in Table 3.1.
Table 3.1. Linguistic scale and grey number.

Score of Important
Grey Numbers Code Linguistic Levels
Index (SI)
[8,10] EMI Extreme Importance 10
Very Strong
[6,8] VSI 8
Importance
[4,6] SI Strong Importance 6
[2,4] MI Medium Importance 4
Equivalent
[1,2] EI 2
Importance
63
Step 4: Overall assessment using grey numbers.
The expert responses were transformed into equivalent grey numbers. The answers
from the experts are then combined using these grey numbers. Take the example of an expert
panel of p members. The factor is evaluated using Equations (1) and (2).
(1) (2)
where is the overall assessment of the influencing factors and denotes the expert’s
assessment of the influencing factor.
Step 5: Whitening of the grey number
The grey number having the interval
The equivalent whitenization value is ⊗𝐺~. The whitenization of grey numbers is

obtained through Equation (3)
(3)
Step 6: Setting threshold limit and selecting factors.
In the final step of the G-Delphi approach, factors are chosen and discarded. A
threshold value (λ) is compared to a total score in order to assess the factor's relevance. The
factor is accepted if the value of ; if not, it is rejected.
3.3. G-AHP Method
The G-AHP model comprised of the conventional AHP technique proposed by Saaty
(1987) and the GST proposed by Deng (1988) The computing process of the G-AHP
technique is presented as follows:
Step 1: Defining the Aim and Factors
The process begins by defining the aim of the evaluation and identifying the factors
related to that aim, establishing the hierarchy tree. The goal is to evaluate the importance of
factors affecting Vietnam's lychee exports to the Chinese market.
Step 2: Constructing the Hierarchical Structure
The hierarchical structure is built using the defined aim, and factors. In this particular
case, only factors related to the aim are considered, resulting in a two-level hierarchical
structure. Propose potential factors based on documents and expert opinions, including
Quality and post-harvest handling (F1), China Market (F2), Trade and regulations (F3),
Logistics and Transportation (F4), Business Relations and Communications (F5), Financial
Management (F6), Sustainability and Environmental Factors (F7).
Step 3: Pairwise Comparisons
Similar to classic AHP, this step involves pairwise comparisons of factors related to
the aim. However, linguistic scales, as presented in Table 3.2, showed in Equation (4).
(4)
64
Table 3.2. Linguistic level and the important index score for the G-AHP paired
comparisons matrix.
Grey Numbers Code Linguistic Levels Score of Important
Index (SI)
[8,10] EMI Extreme Importance 9
[6,8] VSI Very Strong Importance 7
[4,6] SI Strong Importance 5
[2,4] MI Medium Importance 3
[0,2] EI Equivalent Importance 1
Step 4: Merging the Experts' Pairwise Comparison Matrices

The next step involves the amalgamation of all pairwise comparisons made by the
expert opinions. Equation (5), which is a geometric mean formulation similar to the classic
AHP, is used to achieve this combination.
(5)
The primary pairwise comparison matrix D, which is given in Equation (6), is
obtained after combining the expert pairwise comparisons.
= (6)
Step 5: Normalizing the Pairwise Comparison Matrix

To normalize the pairwise comparison matrix, calculations are performed using
Equation (7), (8). The outcome is a normalized pairwise comparison matrix, as specified in
Equation (9).
(7)
(8)
= (9)
Step 6: Computing the Consistency Rate (CR)

It is critical to evaluate the consistency of the matrix following the construction of the
paired comparisons matrix and the determination of the relative weights of the factors. The
crisp matrix (CM) of the paired comparisons matrix is considered satisfactory if the
consistency rate (CR) is less than 0.1. The decision-maker must, however, make revisions to
the paired comparisons until the CR drops below the cutoff point for credible results if the
CR exceeds 0.1, suggesting inconsistency. The relative weights of the criteria are indicated
by the CV, whilst the mean value shows the average values of each row from the crisp matrix
CM. Equations (10) through (14) are used to calculate the CR.
65
(10)
(11)
(12)
(13)
(14)
Step 7: Calculating the Grey weights.
Equation (15a), Equation (15b) and the normalized pairwise comparison matrix are
used to get the relative weights. Also, the relative weights that were obtained have grey
numbers.
(15a)
(15b)
3.4. G-TOPSIS method
The TOPSIS is a MCDM method, which was originally established by Hwang and
Yoon (1981). The method is based on a concept that offers the best solution/alternative that is
closest to the positive ideal solution while also being farthest from the negative one.
Additionally, a positive ideal solution is identified if it simultaneously reduces the non-
benefit criteria and optimizes the favorable criteria. Conversely, a solution that maximizes
the cost criteria while lowering the benefit criteria is referred to as a negative one (Dymova et
al., 2013).
The G-TOPSIS technique is the integration of the traditional TOPSIS method with
grey number theory to avoid the matter of uncertain information, (Lin et al., 2008) suggested
TOPSIS model with an approximate range, i.e., grey numbers to approach approximate
knowledge and cognitive value.
Step 1: Filtering the set of criteria, defining the alternative based on matters of each
criterion. Synthesizing as:
(16)
Step 2: Building the matrix M for decision-making. The grey number matrix M is
identified as
(17)
Where indicates the grey value of the a-th replace with respect to b-th by decision
maker.
Step 3: Creating the grey decision matrices that have been normalized. Equation (18)
is the formula that represents the normalized values of the beneficial attributes. Conversely,
Equation (19) determines the cost criteria.
(18)
(19)
66
Whereas represents the lower and upper value of grey numbers respectively.
Step 4: Determining the positive and negative ideal solution. The positive one (Al+),
and negative one (Al-) can be defined as:
(20)
(21)
Where
Normalizing the cost criteria by Equation (19) is transformed cost criteria to benefit
one. Hence, the cost criteria have solved as benefit one from that step.
Step 5: Appling Equation (22) and (23) determine the separation measure of the
positive and negative ideal alternatives, and . Each criteria's weight, as determined by the
AHP process, is represented by the equations .
(22)
(23)
Step 6: Defining the relative closeness to the positive ideal solution (Equation (24))
(24)
Where . The larger the relative closeness value is, the better the assessment of the
alternative will be.
Step 7: Sorting the order of preferences. The value of can now be used to rank a set of
alternatives in descending order of preference.
3.5. Conclusions
In summary, the third chapter mentioned all methodologies and the detailed research
model in each step. The chapter included three main parts: the research process, the G-Delphi
method, the G-AHP method, and the G-TOPSIS method.
The research applied the technique that integrated systematically the G-Delphi, G-
AHP, and G-TOPSIS to assess the criteria and propose some alternatives for lychee
exportation. The G-Delphi method focuses on obtaining a consensus among experts on
defining the crucial factors. Through this method, the experts can provide their opinions and
expertise to the research, contributing to a comprehensive analysis of lychee exportation.
The G-Delphi is a premise for G-AHP which is a data-driven approach that enables
the comparison of the influence by weighing each pair of elements. Last but not least, G-
TOPSIS inherited the results of two previous methods to suggest some possible strategies for
exporting lychee. This study brought a comprehensive overview of the logical combination
between the GST and MCDM methods. These models are efficient in giving exporters
insights into the lychee exportation and definition of deep-rooted strategies.
The data analysis process and the findings will be provided in the next chapter.
67
CHAPTER 4: FINDINGS AND ANALYSIS
4.1 Descriptive Statistics
The study was conducted to attract 15-20 survey participants. Data collected after the
survey were processed by descriptive statistics in SPSS. As a result, 15 participants
corresponded to 15 samples, the number of invalid samples eliminated was 0 and after
adjusting the number of samples remained the same as 15 samples.
Table 4.1. Descriptive demographic data of respondent (Source: Calculated by
Authors)
Statistics
Agree to The Gender Age Education Experienc Job
participate in importance e
the survey of factors
Valid N 15 15 15 15 15 15 15
Missing 0 0 0 0 0 0 0
Mean 1.00 4.60 1.47 2.40 2.20 2.60 1.80
Std.
.000 .507 .516 .910 .775 .910 .414
Deviation
Minimum 1 4 1 1 1 1 1
Maximum 1 5 2 4 3 4 2
According to Table 4.1, first of all, it can be seen that respondents all rated the
importance of factors affecting lychees exports at 4-5 and the average importance level at
about 4.6/5. This figure indicates almost all of them are interested in lychee exports.
Second, the figures in the job column are shown from 1-2, and the number of survey
respondents who mostly work in or related to Manage ment positions is shown by an average
range of 1.8/2.
Third, the surveyors' ages are evenly distributed in 1-4, which means the surveyors
are about 36 years old. This number shows that most of the survey respondents are of
working age or have retired.
Fourth, the level of education in the survey is about 1-3, meaning the surveyors all
have university degrees or higher.
Last but not least, practical experience in the import-export industry at levels 1-4.
This figure shows that survey participants range from 10 years of experience or less to more
than 30 years of experience in the industry. Besides, the average experience figure is about
2.6, which means that the average experience of the surveyors is 20 years of experience.
68
Overall, demographic data shows that the surveyor has sufficient reputation and
experience to be able to implement a quality survey.
Figure 4.1. Agree to participate distribution chart of respondent (Source: Drawn

by Authors)
When asked about assessing the importance of factors in exporting lychees to the
Chinese market, 100% of the participants agreed that factors play a significant role. With an
average coefficient of 4.60 (scale 1-5), up to 60% of individuals participated in the 5-very
important assessment. The remaining 40% of participants identified the influence of factors
as important.
Figure 4.2. The importance of factors distribution chart of respondent (Source:

Drawn by Authors)
Similarly, the gender of the survey participants had a deviation of not too high
(0.516). The proportion of males participating in the survey was 46.67%, slightly more than
females with 53.33%. This shows the close gender equilibrium of the total number of
participants.
69
Figure 4.3. Gender distribution chart of respondent (Source: Drawn by Authors)
The survey focused on collecting opinions from participants aged 30 years and older.
This age group shows that the survey participants are all mature and have rich life and work
experience. The participants were mostly concentrated in 2 age groups 40-49 years old and
50-59 years old, accounting for 40% and 46.67% respectively. At 6.67%, it is the proportion
of 30-39 years old and 60-69 years old.
Figure 4.4. Age distribution chart of respondent (Source: Drawn by Authors)
Corresponding to the age of the majority of survey participants is the thickness of

work experience. The majority of survey respondents have solid experience in the industry,
the highest being more than 30 years of experience accounting for 46.67%. The level of
experience from 21-30 years ranked second, accounting for 26.67%. 13.33% is the lowest
level of people with experience level of 10 years or less and the longest level of experience is
70
over 30 years. The cumulative experience of the survey participants is reliable evidence of
the results of this study(X. B. Ngo, 2019)
Figure 4.5. Experience distribution chart of respondent (Source: Drawn by

Authors)
The qualifications of participants are also an important part of influencing the results
of the survey. The majority of respondents had Master's (40%) and PhD (40%) degrees. The
remaining few belong to the bachelor's group accounting for 20%. This has proved that the
results of the survey are even more reliable when most participants have high degrees and
solid specialized knowledge.
Figure 4.6. Education level distribution chart of respondent (Source: Drawn by

Authors)
Finally, 80% of respondents to this survey work in Management or Management

positions. As some are directly involved in the management process, they have practical
experience and experience in the process of business and cooperation. The rest were
71
policymakers who accounted for 20% of the survey participants' professional outcomes. They
are people who have a broad vision of the current state of the industry and calculate policies
suitable for the industry. Whether working in management or policymaking, they will make
useful assessments of the influencing factors in the Chinese export process and market
mentioned in the study.
Figure 4.7. Job distribution chart of respondent (Source: Drawn by Authors)
Overall, the results of the survey demonstrate the diversity of gender, age, experience,
and education level of the survey participants. The opinions collected in the survey have high
confidence when the survey participants have extensive education and industry experience.
Demographic diversity has provided the study with diverse and comprehensive information
flows.
4.2. Data Analysis and Results
To complete the CSFs in evaluating factors affecting lychee exports to the Chinese
market, a review of current and past documents in conjunction with G-Delphi was applied.
After the research and synthesis process, keywords are given to serve the research process.
These keywords include "Quality and post-harvest handling, Chinese market, Trade and
regulation, Logistics and transportation, Business relations and communication, Financial
management". The CSFs are detailed in Table 2.1.
72
Figure 4.8. Research framework (Source: Drawn by Authors)
4.2.1. Result of G-Delphi method

After identifying the CSFs, the G-Delphi method is applied with research support
from experts. The experts all work in the field of import and export, so their choices are high
quality answers, making the research more specialized. A structured and carefully selected
questionnaire was created to apply G-Delphi to collect data. In this way, 15 valid responses
were collected and displayed in Table 4.2.
Table 4.2. Experts’ assessment for initial CSFs (Source: Calculated by Authors)
CFS E1 E2 E3 E4 E5 E6 E7 E8 E9 E10 E11 E12 E13 E14 E15
SQ EMI EMI EMI EMI EMI VSI EMI EMI EMI EMI EMI VSI VSI EMI EMI
PH VSI EMI EMI VSI EMI VSI EMI EMI EMI EMI EMI VSI VSI VSI EMI
TF EMI VSI EMI VSI VSI VSI EMI VSI EMI EMI EMI VSI VSI SI VSI
73
PT SI VSI VSI VSI VSI VSI VSI VSI EMI EMI EMI VSI VSI VSI EMI
CT EMI VSI EMI EMI VSI VSI VSI VSI VSI EMI EMI VSI EMI EMI EMI
CS VSI VSI VSI VSI VSI VSI VSI VSI VSI EMI EMI VSI VSI EMI EMI
DL EMI EMI SI VSI VSI VSI EMI EMI VSI EMI EMI VSI EMI EMI SI
TB EMI SI MI VSI SI SI VSI SI SI MI SI MI VSI EMI VSI
BM EMI VSI VSI SI SI SI SI VSI VSI EMI VSI EMI SI VSI EMI
TO MI SI MI SI SI SI MI SI MI SI SI MI SI VSI EMI
TA EMI VSI VSI VSI VSI VSI EMI SI EMI EMI EMI VSI VSI EMI VSI
GP EMI VSI VSI VSI VSI VSI VSI SI EMI EMI EMI VSI VSI EMI EMI
ER EMI VSI SI SI SI VSI SI EMI EMI VSI EMI VSI EMI SI SI
TD MI MI VSI SI SI VSI SI EMI SI SI SI SI MI EMI VSI
EF SI MI MI SI MI SI MI EMI MI SI MI MI SI SI SI
TI EMI VSI MI VSI SI SI VSI EI MI SI MI SI MI VSI EMI
EP VSI EMI VSI EMI VSI VSI EMI MI VSI EMI EMI VSI VSI EMI EMI
DD VSI SI EMI VSI VSI VSI EMI EMI VSI EMI EMI VSI EMI SI VSI
SM EMI VSI EMI SI SI VSI EMI SI VSI EMI EMI VSI VSI EMI EMI
MI VSI SI SI VSI SI EI SI SI MI SI MI SI MI VSI VSI
LC VSI MI SI SI SI SI MI MI SI MI SI MI SI SI SI
BR MI VSI SI MI MI VSI SI SI MI SI MI SI MI EMI SI
CC EMI EMI VSI EI EMI VSI VSI EMI EMI VSI EMI EMI VSI EMI EMI
NC EMI EMI VSI VSI EMI SI VSI EMI EMI VSI EMI EMI VSI EMI EMI
CA MI VSI SI VSI SI SI MI MI SI MI SI SI MI EMI EMI
PS EMI EMI VSI VSI EMI VSI VSI SI EMI EMI EMI VSI EMI EMI EMI
FP EMI EMI VSI SI VSI VSI SI EI VSI EMI EMI VSI VSI VSI EMI
RA EMI VSI EMI VSI VSI VSI VSI VSI VSI EMI EMI VSI EMI EMI EMI
PM EMI SI SI MI MI SI SI EMI MI MI MI MI SI EMI SI
IN EMI SI VSI SI SI SI SI EI MI MI MI MI SI SI VSI
CP VSI VSI EMI VSI VSI VSI EMI VSI EMI EMI EMI VSI VSI EMI EMI
PF VSI EMI EMI VSI EI VSI VSI VSI EMI EMI EMI VSI VSI EMI EMI
CE VSI SI SI VSI EI VSI VSI VSI MI MI MI SI MI EMI SI
WM VSI MI VSI SI MI SI SI VSI MI MI MI SI EI EMI SI
PC VSI VSI VSI MI VSI SI SI VSI EMI VSI EMI VSI EMI EMI VSI
From the experts' feedback, the linguistic values were converted into grey numbers
using Table 4.2. The grey values obtained for further processing as G-Delphi steps are
shown in Table 4.3.
Table 4.3. Result of Grey data as inputs to the G-Delphi method (Source: Calculated by
Authors)
CFS E1 E2 E3 E4 E5 E6 E7 E8 E9 E10 E11 E12 E13 E14 E15
SQ [8,10] [8,10] [8,10] [8,10] [8,10] [6,8] [8,10] [8,10] [8,10] [8,10] [8,10] [6,8] [6,8] [8,10] [8,10]
74
PH [6,8] [8,10] [8,10] [6,8] [8,10] [6,8] [8,10] [8,10] [8,10] [8,10] [8,10] [6,8] [6,8] [6,8] [8,10]
TF [8,10] [6,8] [8,10] [6,8] [6,8] [6,8] [8,10] [6,8] [8,10] [8,10] [8,10] [6,8] [6,8] [4,6] [6,8]
PT [4,6] [6,8] [6,8] [6,8] [6,8] [6,8] [6,8] [6,8] [8,10] [8,10] [8,10] [6,8] [6,8] [6,8] [8,10]
CT [8,10] [6,8] [8,10] [8,10] [6,8] [6,8] [6,8] [6,8] [6,8] [8,10] [8,10] [6,8] [8,10] [8,10] [8,10]
CS [6,8] [6,8] [6,8] [6,8] [6,8] [6,8] [6,8] [6,8] [6,8] [8,10] [8,10] [6,8] [6,8] [8,10] [8,10]
DL [8,10] [8,10] [4,6] [6,8] [6,8] [6,8] [8,10] [8,10] [6,8] [8,10] [8,10] [6,8] [8,10] [8,10] [4,6]
TB [2,4] [4,6] [2,4] [6,8] [4,6] [4,6] [6,8] [4,6] [4,6] [2,4] [4,6] [2,4] [6,8] [8,10] [6,8]
BM [8,10] [6,8] [6,8] [4,6] [4,6] [4,6] [4,6] [6,8] [6,8] [8,10] [6,8] [8,10] [4,6] [6,8] [8,10]
TO [2,4] [4,6] [2,4] [4,6] [4,6] [4,6] [2,4] [4,6] [2,4] [4,6] [4,6] [2,4] [4,6] [6,8] [8,10]
TA [8,10] [6,8] [6,8] [6,8] [6,8] [6,8] [8,10] [4,6] [8,10] [8,10] [8,10] [6,8] [6,8] [8,10] [6,8]
GP [8,10] [6,8] [6,8] [6,8] [6,8] [6,8] [6,8] [4,6] [8,10] [8,10] [8,10] [6,8] [6,8] [8,10] [8,10]
ER [8,10] [6,8] [4,6] [4,6] [4,6] [6,8] [4,6] [8,10] [8,10] [6,8] [8,10] [6,8] [8,10] [4,6] [4,6]
TD [2,4] [2,4] [6,8] [4,6] [4,6] [6,8] [4,6] [8,10] [2,4] [4,6] [4,6] [4,6] [2,4] [8,10] [6,8]
EF [4,6] [2,4] [2,4] [4,6] [2,4] [4,6] [2,4] [8,10] [2,4] [4,6] [2,4] [2,4] [2,4] [4,6] [4,6]
TI [8,10] [6,8] [2,4] [6,8] [4,6] [4,6] [6,8] [2,4] [2,4] [4,6] [2,4] [4,6] [2,4] [6,8] [8,10]
EP [6,8] [8,10] [6,8] [8,10] [6,8] [6,8] [8,10] [2,4] [6,8] [8,10] [8,10] [6,8] [6,8] [8,10] [8,10]
DD [6,8] [4,6] [8,10] [6,8] [6,8] [6,8] [8,10] [8,10] [6,8] [8,10] [8,10] [6,8] [8,10] [4,6] [6,8]
SM [8,10] [6,8] [8,10] [4,6] [4,6] [6,8] [8,10] [4,6] [6,8] [8,10] [8,10] [6,8] [6,8] [8,10] [8,10]
MI [6,8] [4,6] [4,6] [6,8] [4,6] [2,4] [4,6] [4,6] [2,4] [4,6] [2,4] [4,6] [2,4] [6,8] [6,8]
LC [6,8] [2,4] [4,6] [4,6] [4,6] [4,6] [2,4] [2,4] [4,6] [2,4] [4,6] [2,4] [2,4] [4,6] [4,6]
BR [2,4] [6,8] [4,6] [2,4] [2,4] [6,8] [4,6] [4,6] [2,4] [2,4] [2,4] [4,6] [2,4] [8,10] [4,6]
CC [8,10] [8,10] [6,8] [4,6] [8,10] [6,8] [6,8] [8,10] [8,10] [6,8] [8,10] [8,10] [6,8] [8,10] [8,10]
NC [8,10] [8,10] [6,8] [6,8] [8,10] [4,6] [6,8] [8,10] [8,10] [6,8] [8,10] [8,10] [6,8] [8,10] [8,10]
CA [2,4] [6,8] [4,6] [6,8] [4,6] [4,6] [2,4] [2,4] [4,6] [2,4] [4,6] [4,6] [2,4] [8,10] [8,10]
PS [8,10] [8,10] [6,8] [6,8] [8,10] [6,8] [6,8] [4,6] [8,10] [8,10] [8,10] [6,8] [8,10] [8,10] [8,10]
FP [8,10] [8,10] [6,8] [4,6] [6,8] [6,8] [4,6] [2,4] [6,8] [8,10] [8,10] [6,8] [6,8] [6,8] [8,10]
RA [8,10] [6,8] [8,10] [6,8] [6,8] [6,8] [6,8] [6,8] [6,8] [8,10] [8,10] [6,8] [8,10] [8,10] [8,10]
PM [8,10] [4,6] [4,6] [2,4] [2,4] [4,6] [4,6] [8,10] [2,4] [2,4] [2,4] [2,4] [2,4] [8,10] [4,6]
IN [8,10] [4,6] [6,8] [4,6] [4,6] [4,6] [4,6] [4,6] [2,4] [2,4] [2,4] [2,4] [2,4] [4,6] [6,8]
CP [6,8] [6,8] [8,10] [6,8] [6,8] [6,8] [8,10] [6,8] [8,10] [8,10] [8,10] [6,8] [6,8] [8,10] [8,10]
PF [6,8] [8,10] [8,10] [6,8] [4,6] [6,8] [6,8] [6,8] [8,10] [8,10] [8,10] [6,8] [6,8] [8,10] [8,10]
CE [6,8] [4,6] [4,6] [6,8] [4,6] [6,8] [6,8] [6,8] [2,4] [2,4] [2,4] [4,6] [2,4] [8,10] [4,6]
WM [6,8] [2,4] [6,8] [4,6] [2,4] [4,6] [4,6] [6,8] [2,4] [2,4] [2,4] [4,6] [2,4] [8,10] [4,6]
PC [6,8] [6,8] [6,8] [2,4] [6,8] [4,6] [4,6] [6,8] [8,10] [6,8] [8,10] [6,8] [8,10] [8,10] [6,8]
75
After coding the experts' assessments in Table 4.3, Equation (1), (2) will be applied
to calculate the Overall Grey Weight.
(a)
(b)
Equation (3) is used to calculate the crisp weight.
(c)
Equation (a), (b), (c) is an example of the SQ factor calculated based on the results of
the input grey data in Table 4.3 to calculate the equivalent whitening value. From there,
calculating this value will be done similarly for the remaining coefficients. Finally, once all
the equivalent white values have been calculated, the threshold limit is set. The threshold
limit will be calculated according to Equation (d).
(d)
Once the threshold limit is calculated, the factors will be determined to be accepted or
rejected. From there, the results obtained are shown in Table 4.4. in which 22 factors are
suitable and accepted, the remaining 13 factors are eliminated because they reach values
lower than the threshold value.
Table 4.4. Result of the G-Delphi method (Source: Calculated by Authors)

CFS Over Grey Weight Crisp Weight Decision Decode
SQ 7.6 9.6 8.6 Accept F11
PH 7.2 9.2 8.2 Accept F12
TF 6.7 8.7 7.7 Accept F13
PT 6.4 8.4 7.4 Accept F14
CT 7.1 9.1 8.1 Accept F21
CS 6.5 8.5 7.5 Accept F22
DL 6.8 8.8 7.8 Accept F23
TB 4.7 6.7 5.7 Reject
BM 5.9 7.9 6.9 Accept F24
TO 3.7 5.7 4.7 Reject

TA 6.7 8.7 7.7 Accept F31
76
GP 6.7 8.7 7.7 Accept F32
ER 5.9 7.9 6.9 Accept F33
TD 4.5 6.5 5.5 Reject
EF 3.3 5.3 4.3 Reject
TI 4.3 6.3 5.3 Reject
EP 6.7 8.7 7.7 Accept F41
DD 6.5 8.5 7.5 Accept F42
SM 6.5 8.5 7.5 Accept F43
MI 3.9 5.9 4.9 Reject
LC 3.5 5.5 4.5 Reject
BR 3.7 5.7 4.7 Reject
CC 6.9 8.8 7.8 Accept F51
NC 7.1 9.1 8.1 Accept F52
CA 4.1 6.1 5.1 Reject
PS 7.1 9.1 8.1 Accept F61
FP 6.1 8.0 7.0 Accept F62
RA 6.9 8.9 7.9 Accept F63
PM 4.0 6.0 5.0 Reject
IN 3.8 5.7 4.8 Reject
CP 6.9 8.9 7.9 Accept F71
PF 6.6 8.5 7.6 Accept F72
CE 4.2 6.1 5.2 Reject
WM 3.8 5.7 4.8 Reject
PC 6.0 8.0 7.0 Accept F73
77
Table 4.5 explains the large F groups and details the weights after obtaining the
results from Table 4.4. This includes dividing into 7 large F groups and 22 detailed F groups
for each large group.
Table 4.5. Weighting and Ranking Results of G-AHP (Source: Drawn by Authors)
Main factor Sub- factors
F11: Seed and quality standards
F1: Quality and post-harvest F12: Post-harvest handling
handling F13: Traceability and food safety
F14: Product testing
F21: Customer trends
F22: Competitors and substitute products available
F2: Chinese market
F23: Distribution channels and locations
F24: Branding and marketing
F31: Trade Agreements
F3: Trade and regulation F32: Government policies
F33: Exchange rate
F41: Export procedures
F4: Logistics and
F42: Delivery delay
transportation
F43: Shipping method
F5: Business relations and F51: Communication channel
communication F52: Network and cooperation
F61: Pricing strategy
F6: Financial management F62: Financial planning
F63: Risk assessment
F71: Control of pesticides and pests
F7: Sustainability and
F72: Practice sustainable farming
environmental factors
F73: Plant conservation
The thirteen rejected factors in Table 4.4. are factors shown to have little influence on
Vietnam's lychee exports to China. These factors do not have too much impact, but only
partially affect the export process. Some examples of disqualified factors include payment
methods and insurance. Payment and insurance methods are not factors that directly
influence exporters' hesitation when exporting lychees, but they play a role in managing
78
financial risks and ensuring that export transaction payment methods include prepayment,
payment upon receipt of goods or use of credit card. It will only affect the trust of both
parties and their financial risks (Grath, 2012).
4.2.2. G-AHP for Weighting Calculation
First, a group of 15 decision-makers considered seven key criteria affecting Vietnam's
lychee exports to China. Each expert was asked to rate the importance of each pair of
comparison criteria. For example, according to the level of importance filled in the pairwise
comparison matrix according to aspect F1 in relation to F2, two experts think that F1 is
equivalent important to F2 (EI= 2), six scientists Analysts agree that F1 is of medium
importance relative to F2 (MI left = 6), two analysts say that F1 is strong important than F2
(SI left = 2). Only one expert rated F1 as very strong important compared to F2 (VSI left =
1). One expert rated F1 as infinitely extremely important than F2 (EMI left= 1). There is one
expert who thinks that F2 is on average medium important than F1 (MI right = 1). Two
experts believe that F2 is extremely important than F1 (EMI right = 2).
4.2.2.1 Weighting Results for Main Criteria
The G-AHP method has been implemented through 7 steps:
Step 1: Defining the Aim and Factors
The objective is to evaluate the importance and determine the weight of the main
factors affecting the export of Vietnamese lychee to the Chinese market.
Step 2: Constructing the Hierarchical Structure
In this particular case, a two-level hierarchical structure is formulated, encompassing
factors relevant to the goal including Quality and Post-Harvest Handling (F1), Chinese
Market (F2), Trade and Regulations (F3), Logistics and Transportation (F4), Business
Relations and Communications (F5), Financial Management (F6), and Sustainability and
Environmental Factors (F7).
Step 3: Pairwise Comparisons
Pairwise comparisons were collected through the survey and the results are shown in
Table 4.6 below.
Step 4: Merging the Experts' Pairwise Comparison Matrices
This combination is achieved using Equation (5)
= 1.758, the results are shown in Table 4.7
Step 5: Normalizing the Pairwise Comparison Matrix
To normalize the pairwise comparison matrix, calculations are performed using Equation
(7), (8) and the results are shown in Table 4.10.
79
(6)
(7)
= 0.268
= 0.457
Step 6: Computing the Consistency Ratio (CR)
The CR is computed using Equation (10) to (14) and the results are shown in Table
4.7.
(10)
(11)
The random index (RI = 1.32), n = 7, and consistency index (CI) are evaluated by
measuring the biggest eigenvector (λ max), and the consistency coefficient (CR),
(12)
As the result of CR = 0.0302 ≤ 0.1, the pair-wise comparison matrix

is satisfactory.
Step 7: Calculating the Grey weights.
Equation (15) and the normalized pairwise comparison matrix are used to get the
relative weights. The results are shown in Table 4.8 and Table 4.9.
Grey weights of criteria F1 with [L, R] = [0.221, 0.331]

Crip Weights (CW) =
= = 0.276
Table 4.6. Initial Comparison Matrices (Source: Calculated by Authors)

80
Left Criteria Is More Right Criteria Is More Total
Important Important Number
Criteria Criteria of Experts
EMI VSI SI MI EI MI SI VSI EMI
F1 1 1 2 6 2 1 2 F2 15
F1 1 2 7 1 1 2 1 F3 15
F1 1 4 2 3 3 2 F4 15
F1 2 5 4 1 1 1 1 F5 15
F1 2 6 1 1 2 1 2 F6 15
F1 4 4 1 2 2 1 1 F7 15
F2 1 1 5 4 3 1 F3 15
F2 1 3 2 1 3 3 1 1 F4 15
F2 2 1 7 3 2 F5 15
F2 2 3 3 1 3 2 1 F6 15
F2 4 1 5 4 1 F7 15
F3 3 2 2 4 2 2 F4 15
F4 1 1 1 6 2 1 2 1 F5 15
F5 3 4 3 3 2 F6 15
F6 4 2 3 3 1 1 1 F7 15
F4 2 2 1 3 3 1 1 2 F5 15
F4 1 3 3 2 4 1 1 F6 15
F4 2 2 4 2 3 1 1 F7 15
F5 2 1 1 4 4 2 1 F6 15
F5 4 2 1 5 1 1 1 F7 15
F6 3 2 3 5 1 1 F7 15
Table 4.7. Crisp matrix for CR (Source: Calculated by Authors)

Criteria F1 F2 F3 F4 F5 F6 F7
2.5 2.59 2.2 2.62 3.1
F1 1.000 1.758
96 4 53 2 23
2.8 1.38 1.9 2.22 3.1
F2 0.569 1.000
08 8 66 8 42
1.0 0.74 0.7 2.56 1.8
F3 0.385 0.356
00 2 33 5 90
1.3 1.00 1.5 2.19 2.4
F4 0.385 0.721
48 0 52 1 38
1.3 0.64 1.0 1.72 3.0
F5 0.444 0.509
64 4 00 8 52
0.3 0.45 0.5 1.00 2.0
F6 0.381 0.449
90 6 79 0 00
F7 0.320 0.318 0.5 0.41 0.4 0.50 1.0
81
29 0 10 0 00
10. 7.23 8.4 12.8 16.
SUM 3.485 5.110
035 5 93 33 646
Table 4.8. Normalized matrix for CR (Source: Calculated by Authors)

WSV
CV
(Weigh
Criteria F1 F2 F3 F4 F5 F6 F7 MEAN (Consistency
ts sum
vector)
value)
F1 0.287 0.344 0.259 0.359 0.265 0.204 0.188 0.2722 1.9803 7.2751
F2 0.163 0.196 0.280 0.192 0.231 0.174 0.189 0.2035 1.4888 7.3165
F3 0.111 0.070 0.100 0.103 0.086 0.200 0.114 0.1117 0.8087 7.2375
F4 0.111 0.141 0.134 0.138 0.183 0.171 0.146 0.1463 1.0654 7.2820
F5 0.127 0.100 0.136 0.089 0.118 0.135 0.183 0.1268 0.9165 7.2279
F6 0.109 0.088 0.039 0.063 0.068 0.078 0.120 0.0808 0.5771 7.1439
F7 0.092 0.062 0.053 0.057 0.048 0.039 0.060 0.0587 0.4221 7.1914
Table 4.9. Integrated Grey Comparison Matrix (Source: Calculated by Authors)

Crite
F1 F2 F3 F4 F5 F6 F7
ria
[1.378,2.350 [2.111,3. [2.128,3.56 [1.775,2. [2.228,3.360 [2.641,3.9
F1 [1,1]
] 299] 2] 892] ] 77]
[0.425,0.72 [2.254,3. [1.172,1.90 [1.557,2. [1.888,3.005 [2.764,4.2
F2 [1,1]
6] 863] 1] 697] ] 31]
[0.303,0.47 [0.259,0.444 [0.597,1.02 [0.650,1. [2.095,3.532 [1.594,2.5
F3 [1,1]
4] ] 7] 105] ] 05]
[0.281,0.47 [0.526,0.853 [0.973,1. [1.294,2. [1.860,3.042 [2.055,3.2
F4 [1,1]
0] ] 676] 100] ] 34]
[0.346,0.56 [0.371,0.642 [0.905,1. [0.476,0.77 [1.420,2.479 [2.425,3.8
F5 [1,1]
3] ] 538] 3 ] 70]
[0.298,0.44 [0.333,0.530 [0.283,0. [0.329,0.53 [0.403,0. [1.695,2.9
F6 [1,1]
9] ] 477] 8] 704] 13]
[0.251,0.37 [0.236,0.362 [0.399,0. [0.309,0.48 [0.258,0. [0.343,0.590
F7 [1,1]
9] ] 627] 7] 412] ]
Table 4.10. Results of Grey Weighting Value of Main Criteria (Source: Calculated
82
by Authors)
Cris
p
Grey
Crit Wei Ra
F1 F2 F3 F4 F5 F6 F7 Weights
eria ghts nk
(GW)
(C
W)
[0.287,0. [0.268,0. [0.207,0. [0.278,0 [0.199,0. [0.160,0. [0.147,0. [0.221,0. 0.27
F1 1
287] 457] 323] .466] 324] 241] 222] 331] 6
[0.122,0. [0.194,0. [0.221,0. [0.153,0 [0.174,0. [0.136,0. [0.154,0. [0.165,0. 0.21
F2 2
208] 194] 379] .249] 302] 216] 236] 255] 0
[0.087,0. [0.050,0. [0.098,0. [0.078,0 [0.073,0. [0.150,0. [0.089,0. [0.089,0. 0.11
F3 5
136] 086] 098] .134] 124] 254] 140] 139] 4
[0.081,0. [0.102,0. [0.095,0. [0.131,0 [0.145,0. [0.134,0. [0.114,0. [0.115,0. 0.14
F4 3
135] 166] 164] .131] 235] 219] 180] 176] 5
[0.099,0. [0.072,0. [0.089,0. [0.062,0 [0.112,0. [0.102,0. [0.135,0. [0.096,0. 0.12
F5 4
162] 125] 151] .101] 112] 178] 216] 149] 3
[0.085,0. [0.065,0. [0.028,0. [0.043,0 [0.045,0. [0.072,0. [0.094,0. [0.062,0. 0.07
F6 6
129] 103] 047] .070] 079] 072] 162] 095] 8
[0.072,0. [0.046,0. [0.039,0. [0.040,0 [0.029,0. [0.025,0. [0.056,0. [0.044,0. 0.05
F7 7
109] 070] 061] .064] 046] 042] 056] 064] 4
The primary criteria G-AHP weights include Grey Weight and Crisp Weight.
According to the results of Table 4.9 and Table 4.10, the exact weights of the seven main
criteria are determined (F1>F2>F4>F5>F3>F6>F7). The most important factor affecting
Vietnam's lychee exports to China is "Quality and post-harvest handling" (F1) with a value of
0.2762, followed by "Chinese market" (F2) with value 0.2099. Next is “Logistics and
transportation” (F4) which is the least suitable criterion with a value of 0.1451. Ranked 4th is
"Business relations and communication" (F5) with a value of 0.1225. This is followed by
"Trade and regulation" (F3) with a value of 0.1141. "Financial management" (F6) and
"Environmental sustainability factor" (F7) are the two least important factors with values of
0.0782 and 0.0540 respectively.
4.2.2.2 Weighting Results for Sub-Criteria of Quality and post-harvest handling (F1)
Table 4.11. Initial Comparison Matrices of F1 (Source: Calculated by Authors)

Left Criteria Is More Right Criteria Is More Total Number
Criteria Important Important Criteria of Experts
F11 2 1 1 6 5 F12 15
83
F11 3 1 1 4 5 1 F13 15
F11 1 1 5 2 4 1 1 F14 15
F12 1 2 3 6 1 1 1 F13 15
F12 2 6 4 1 1 1 F14 15
F13 1 3 1 2 5 2 1 F14 15
Table 4.12. Crisp matrix for CR for F1 (Source: Calculated by Authors)
Criteria F11 F12 F13 F14
F11
1.000 1.139 2.368 2.130
F12
0.878 1.000 2.623 2.385
F13
0.422 0.381 1.000 1.643
F14
0.469 0.419 0.609 1.000
SUM
2.770 2.939 6.600 7.158
Table 4.13. Normalized matrix for CR of F1 (Source: Calculated by Authors)

WSV CV
Criteria
Criteria F11 F12 F13 F14 (Weights sum (Consistency
Weight
value) vector)
F11 0.361 0.387 0.359 0.298 0.3512 1.4286 4.0679 λ max 4.0522
F12 0.317 0.340 0.397 0.333 0.3470 1.4147 4.0772 CI 0.0174
F13 0.152 0.130 0.152 0.230 0.1658 0.6698 4.0401 RI 0.9000
F14 0.169 0.143 0.092 0.140 0.1360 0.5473 4.0237 CR 0.0193
Table 4.11, Table 4.12, Table 4.13, to calculate CR, check the consistency of the
pairwise comparison matrix. The CR of F1 is 0.0193 < 0.1 so the pairwise comparison matrix
of factor F1 is satisfactory.
Table 4.14. Integrated Grey Comparison Matrix of F1 (Source: Calculated by Authors)

F11 [1,1] [0.981,1.794] [2.000,3.411] [1.789,2.984]
84
F12 [0.558,1.019] [1,1] [2.016,3.401] [1.846,2.964]
F13 [0.293,0.500] [0.294,0.496] [1,1] [1.410,2.396]
F14 [0.335,0.559] [0.337,0.542] [0.417,0.709] [1,1]
Table 4.15. Results of Grey Weighting Value of Sub-Criteria (F1) (Source:

Calculated by Authors)
Criteri F11 F12 F13 F14 Grey Crisp Ran
a Weights Weigh k
(GW) ts
(CW)
[0.380,0.380 [0.304,0.557 [0.287,0.489 [0.232,0.388 [0.301,0.453
F11 ] ] ] ] ] 0.377 1
[0.212,0.387 [0.310,0.310 [0.289,0.487 [0.240,0.385 [0.263,0.393
F12 ] ] ] ] ] 0.328 2
[0.111,0.190 [0.091,0.154 [0.143,0.143 [0.183,0.311 [0.132,0.200
F13 ] ] ] ] ] 0.166 3
[0.127,0.212 [0.105,0.168 [0.060,0.102 [0.130,0.130 [0.105,0.153
F14 ] ] ] ] ] 0.129 4
Grey Weight and Crisp Weight are the G-AHP weights for the sub-criteria in criterion
(F1) "Quality and post-harvest handling". Based on the computations above of Table 4.14
and Table 4.15, the precise weights of the four primary criteria are ascertained
(F11>F12>F13>F14). The primary criterion (F1) "Quality and post-harvest treatment" has
two major criteria: "Post-harvest handing" (F12) with a value of 0.3277 and "Variety and
quality criteria" (F11), both of which have a value of 0.3771. "Traceability" (F13), with a
value of 0.1660, comes next. "Product Testing" (F14) is ranked lowest, with a score of
0.1293.
4.2.2.3 Weighting Results for Sub-Criteria of Chinese market (F2)

Criteria Important Important Criteria Number
EMI VSI SI MI EI MI SI VSI EMI Experts
F21 1 3 1 5 4 1 F22 15
F21 2 3 1 3 4 2 F23 15
F21 1 1 1 6 4 1 1 F24 15
F22 2 3 1 6 2 1 F23 15
85
F22 1 2 1 2 7 1 1 F24 15
F23 3 1 1 1 2 6 1 F24 15
Table 4.17. Crisp matrix for CR of F2 (Source: Calculated by Authors)

F21 1.000 1.275 2.370 0.803
F22 0.785 1.000 3.176 1.579
F23 0.422 0.315 1.000 1.225
F24 1.246 0.633 0.816 1.000
SUM 3.452 3.223 7.362 4.607

WSV
CV
Criteria (Weights
Criteria F21 F22 F23 F24 (Consistency
Weight sum
vector)
value)
F21 0.290 0.396 0.322 0.174 0.2953 1.2593 4.2640 λ max 4.2315
F22 0.227 0.310 0.431 0.343 0.3279 1.4027 4.2776 CI 0.0772
F23 0.122 0.098 0.136 0.266 0.1554 0.6544 4.2107 RI 0.9000
F24 0.361 0.197 0.111 0.217 0.2213 0.9238 4.1738 CR 0.0857
To calculate CR, check the consistency of the pairwise comparison matrix in Table 4.16,
Table 4.17 and Table 4.18. The pairwise comparison matrix of factor F2 is satisfactory
because its CR is 0.0857 < 0.1.
Table 4.19. Integrated Grey Comparison Matrix of F2 (Source: Calculated by

Authors)
F21 [1,1] [1.105,1.901] [1.977,3.360] [0.691,1.260]
F22 [0.526,0.905] [1,1] [2.491,4.234] [1.393,2.442]
F23 [0.298,0.506] [0.236,0.401] [1,1] [1.000,1.705]
F24 [0.794,1.447] [0.409,0.718] [0.586,1.000] [1,1]
Table 4.20. Results of Grey Weighting Value of Sub-Criteria (F2) (Source:

86
Criteria F21 F22 F23 F24 Grey Crisp Rank
Weights Weights
(GW) (CW)
F21 [0.309,0.309] [0.326,0.562] [0.253,0.429] [0.132,0.240] [0.255,0.385] 0.320 2
F22 [0.162,0.279] [0.295,0.295] [0.318,0.541] [0.266,0.466] [0.260,0.395] 0.328 1
F23 [0.092,0.156] [0.070,0.119] [0.128,0.128] [0.191,0.325] [0.120,0.182] 0.151 4
F24 [0.245,0.447] [0.121,0.212] [0.075,0.128] [0.191,0.191] [0.158,0.244] 0.201 3
The sub-criteria in criterion (F2) "China Market" with G-AHP weights are Crisp
Weight and Grey Weight. The precise weights of the four primary criteria are established
(F22>F21>F24>F23) based on the computations performed above of Table 4.19 and Table
4.20. With a value of 0.3485, "Competitors and substitutes" (F22) is the most significant
criterion in the primary criterion (F2) "Chinese market," followed by "Customer trends"
(F21), with a value of 0.3381. After that, with a value of 0.1876, is "Branding and marketing"
(F24). "Choosing channels and distribution locations" (F23) is ranked lowest, with a 0.1258
score.
4.2.2.4 Weighting Results for Sub-Criteria of Trade and regulation (F3)

Criteria Important Important Criteria Number of
EMI VSI SI MI EI MI SI VSI EMI Experts
F31 1 2 1 3 7 1 F32 15
F31 2 2 4 3 3 1 F33 15
F32 4 4 4 3 F33 15

Criteria F31 F32 F33
F31 1.000 1.934 3.090
F32 0.517 1.000 3.459
F33 0.324 0.289 1.000
SUM 1.841 3.223 7.549
87
WSV CV
Criteria
Criteria F31 F32 F33 (Weights (Consistency λ max 3.0670
Weight
sum value) vector)
F31 0.543 0.600 0.409 0.5176 1.6040 3.0992 CI 0.0335
F32 0.281 0.310 0.458 0.3498 1.0763 3.0769 RI 0.5800
F33 0.176 0.090 0.132 0.1327 0.4013 3.0249 CR 0.0578
Verify the consistency of the pairwise comparison matrix by calculating CR in Table

4.21, Table 4.22 and Table 4.23. The pairwise comparison matrix of factor F3 is consistent,
as indicated by the CR of F3 being 0.0578 < 0.1.

F31 [1,1] [1.676,3.018] [2.540,4.186]
F32 [0.331,0.597] [1,1] [2.808,4.668]
F33 [0.239,0.394] [0.214,0.356] [1,1]
Table 4.25. Results of Grey Weighting Value of Sub- Criteria (F3) (Source:
Crisp
Grey Weights
Criteria F31 F32 F33 Weights Rank
(GW)
(CW)
F31 [0.562,0.562] [0.461,0.831] [0.314,0.517] [0.446,0.636] 0.541 1
F32 [0.186,0.335] [0.275,0.275] [0.347,0.576] [0.269,0.396] 0.332 2
F33 [0.134,0.221] [0.059,0.098] [0.123,0.123] [0.106,0.148] 0.127 3
The sub-criteria in criterion (F3) "Trade and regulation" have G-AHP weights that are
Grey Weight and Crisp Weight. Table 4.24 and Table 4.25 above indicate the precise
weights assigned to the three primary criteria, which are F31>F32>F33. The primary
criterion (F3) for "Trade and regulation" is "Trade agreements" (F31), which has a value of
0,5410, and "Government policies" (F32), which has a value of 0,3325. These two criteria are
by far the most significant. Lastly, the “Exchange Rate" (F33) is displayed, with a value of
0.1265.
4.2.2.5 Weighting Results for Sub-Criteria of Logistics and transportation (F4)

88
Left Criteria Is More Right Criteria Is More
Total
Important Important
Number of
Criteria EMI VSI SI MI EI MI SI VSI EMI Criteria Experts
F41 1 2 2 4 6 F42 15
F41 1 2 3 8 1 F43 15
F42 1 2 1 2 7 1 1 F43 15

F41 1.000 1.199 1.737
F42 0.834 1.000 1.579
F43 0.576 0.633 1.000
SUM 2.410 2.832 4.316

WSV CV
Criteria
Weight
sum value) vector)
F41 0.415 0.423 0.403 0.4136 1.2411 3.0010 CI 0.0004
F42 0.346 0.353 0.366 0.3550 1.0655 3.0009 RI 0.5800
F43 0.239 0.224 0.232 0.2314 0.6943 3.0006 CR 0.0007
Table 4.26, Table 4.27 and Table 4.28, to calculate CR, check the consistency of the
pairwise comparison matrix. The CR of F4 is 0.0007 < 0.1, so the pairwise comparison
matrix of factor F4 is satisfactory.

F41 [1,1] [1.008,1.781] [1.528,2.805]
F42 [0.561,0.992] [1,1] [1.393,2.442]
F43 [0.356,0.655] [0.409,0.718] [1,1]
89
Table 4.30. Results of Grey Weighting Value of Sub- Criteria (F4) (Source: Calculated
by Authors)
Criteria F41 F42 F43 Grey Weights Crisp Rank
(GW) Weights
(CW)
F41 [0.438,0.438] [0.341,0.602] [0.300,0.552] [0.360,0.531] 0.445 1
F42 [0.246,0.435] [0.338,0.338] [0.274,0.480] [0.286,0.418] 0.352 2
F43 [0.156,0.287] [0.138,0.243] [0.197,0.197] [0.164,0.242] 0.203 3
Grey Weight and Crisp Weight are the G-AHP weights of the sub-criteria in criterion
(F4), "Logistics and transportation" (CW). Based on the Table 4.29 and Table 4.30 above,
the precise weights of the three primary criteria (F41>F42>F43) are established. With a value
of 0,4452 for "Export procedures" (F41) and a value of 0,3519 for "Delivery delay" (F42),
the two most significant criteria in the major criterion (F4) "Logistics and transportation" are
in order of importance. Lastly, with a value of 0,2029, there is "Transportation method"
(F43).
4.2.2.6 Weighting Results for Sub-Criteria of Trade and regulation (F5)

Total Number
Criteria Important Important Criteria
of Experts
F51 2 4 4 2 2 1 F52 15

Criteria F51 F52
F51 [1,1] [0.425,0.724]
F52 [1.382,2.350] [1,1]
by Authors)
Crisp Weights
Criteria F51 F52 Grey Weights (GW) Rank
(CW)
F51 [0.349,0.349] [0.270,0.460] [0.310,0.404] 0.357 2
F52 [0.482,0.820] [0.635,0.635] [0.559,0.728] 0.643 1
90
The sub-criteria under criterion (F5) "Business relations and communication" have G-
AHP weights, which are Grey Weight and Crisp Weight. The precise weights of the two
criteria are established (F52>F51) based on the outcomes of the Table 4.32 and Table 4.33
above. "Network and cooperation" (F52) have the highest weight in the primary criterion
(F5) "Business relations and communication," with a value of 0,6431. "Communication
channels" (F51) comes in second with a value of 0,3569.
4.2.2.7 Weighting Results for Sub-Criteria of Financial management (F6)

Total Number
Criteria Important Important Criteria
of Experts
F61 2 5 1 1 3 3 F62 15
F61 1 3 2 5 4 F63 15
F62 2 5 3 2 2 1 F63 15

F61 1.000 2.466 1.357
F62 0.406 1.000 0.500
F63 0.737 2.001 1.000
SUM 2.143 5.467 2.856

CV
Criteria WSV (Weights
Criteria F61 F62 F63 (Consistency λ max 3.0010
Weight sum value)
vector)
F61 0.467 0.451 0.475 0.4642 1.3934 3.0014 CI 0.0005
F62 0.189 0.183 0.175 0.1824 0.5473 3.0006 RI 0.5800
F63 0.344 0.366 0.350 0.3534 1.0605 3.0011 CR 0.0009
91
Check the consistency of the pairwise comparison matrix in Table 4.34, Table 4.35,
and Table 4.36 by calculating the coefficient of determination (CR). Factor F6's pairwise
comparison matrix is deemed satisfactory, as its CR is 0.0009 < 0.1.

F61 [1,1] [2.087,3.360] [1.127,2.071]
F62 [0.298,0.479] [1,1] [0.425,0.752]
F63 [0.483,0.887] [1.330,2.350] [1,1]
by Authors)
Crisp
Grey Weights Weights
Criteria F61 F62 F63 (GW) (CW) Rank
F61 [0.482,0.482] [0.375,0.604] [0.354,0.650] [0.404,0.579] 0.491 1
F62 [0.144,0.231] [0.180,0.180] [0.133,0.236] [0.152,0.216] 0.184 3
F63 [0.233,0.428] [0.239,0.422] [0.314,0.314] [0.262,0.388] 0.325 2
The sub-criteria in criterion (F6) "Financial management" have G-AHP weights that
are Grey Weight and Crisp Weight. The precise weights of the three criteria (F61>F63>F62)
are established based on the computations performed of Table 4.37 and Table 4.38 above.
With a value of 0,4911 for "Pricing strategy" (F61) and a value of 0,3250 for "Risk
assessment" (F63), the two most significant criteria in the primary criterion (F6) "Financial
management" The last item is "Financial planning" (F62), which has a value of 0,1839.
4.2.2.8 Weighting Results for Sub-Criteria of Environmental sustainability factor (F7)

Important Important
Total Number
Criteria EMI VSI SI MI EI MI SI VSI EMI Criteria of Experts
F71 1 3 4 3 3 1 F72 15
F71 4 3 1 2 3 1 1 F73 15
92
F72 1 3 4 5 1 1 F73 15

F71 1.000 1.820 2.743
F72 0.550 1.000 1.869
F73 0.365 0.535 1.000
SUM 1.914 3.355 5.613

WSV CV
Criteria
Weight
sum value) vector)
F71 0.522 0.542 0.489 0.5179 1.5578 3.0079 CI 0.0026
F72 0.287 0.298 0.333 0.3061 0.9198 3.0048 RI 0.5800
F73 0.190 0.159 0.178 0.1760 0.5285 3.0027 CR 0.0044
To calculate CR and check the consistency of the pairwise comparison matrix shown
in Table 4.39, Table 4.40 and Table 4.41. The pairwise comparison matrix of factor F7 is
satisfactory because its CR is 0.0044 < 0.1.

F71 [1,1] [1.546,2.481] [2.344,3.625]
F72 [0.403,0.647] [1,1] [1.570,2.730]
F73 [0.276,0.427] [0.366,0.637] [1,1]
by Authors)
Grey Weights Crisp Weights
Criteria F71 F72 F73 Rank
(GW) (CW)
93
F71 [0.533,0.533] [0.440,0.706] [0.382,0.591] [0.452,0.610] 0.531 1
F72 [0.215,0.345] [0.284,0.284] [0.256,0.445] [0.252,0.358] 0.305 2

F73 [0.147,0.227] [0.104,0.181] [0.163,0.163] [0.138,0.191] 0.164 3
The G-AHP weights of the sub-criteria in criterion (F7) "Sustainability and

environmental factors" include Grey Weight and Crisp Weight. According to the results of
the Table 4.42 and Table 4.43 above, the exact weights of the three criteria are determined
(F71>F72>F73). The most important criterion in the main criterion (F7) "Sustainability and
environmental factors" is “Pesticide and pest control” (F71) with a value of 0,5308, followed
by “Practice sustainable farming” (F72) with value 0,3049. Finally, there is “Plant
conservation” (F73) with value 0,1643.
4.2.2.9 Global weight of all Sub-Criteria
Global Weight = Local Weight * Main factor Weight = 0.3771*0.2762 = 0.1042
Table 4.44. Weighting and Ranking Results of G-AHP (Source: Calculated by

Authors)
Main
Local
factor Global
Main factor Sub- factors Weights Ranking
Weights weight
(CW)
(CW)
F11: Seed and quality standards 0,3771 0,1042 1
F1: Quality and F12: Post-harvest handling 0,3277 0,0905 2
post-harvest 0,2762
handling F13: Traceability and food safety 0,1660 0,0458 9
F14: Product testing 0,1293 0,0357 14
F21: Customer trends 0,3200 0,0672 5
F22: Competitors and substitute
0,3279 0,0688 4
F2: Chinese products available
0,2099
market F23: Distribution channels and
0,1510 0,0317 15
locations
F24: Branding and marketing 0,2012 0,0422 11
F31: Trade Agreements 0,5410 0,0617 7
F3: Trade and
0,1141 F32: Government policies 0,3325 0,0379 13
regulation
F33: Exchange rate 0,1265 0,0144 20
F41: Export procedures 0,4452 0,0646 6
F4: Logistics and
0,1451 F42: Delivery delay 0,3519 0,0511 8
transportation
F43: Shipping method 0,2029 0,0295 16
F5: Business 0,1225 F51: Communication channel 0,3569 0,0437 10
94
relations and
F52: Network and cooperation 0,6431 0,0788 3
communication
F61: Pricing strategy 0,4911 0,0384 12
F6: Financial
0,0782 F62: Financial planning 0,1839 0,0144 21
management
F63: Risk assessment 0,3250 0,0254 18
F71: Control of pesticides and
F7: Sustainability 0,5308 0,0286 17
pests
and environmental 0,0540 F72: Practice sustainable farming 0,3049 0,0165 19
factors
F73: Plant conservation 0,1643 0,0089 22
This study provides criteria for 7 groups including Quality and post-harvest handling,
Chinese market, Trade and regulation, Logistics and transportation, Business relations and
communication, financial management, Sustainability and environmental. Table 4.44
presents the main criteria, sub-criteria and the final ranking based on their weights.
According to this table, the following results are obtained: Quality and post-harvest handling
(F1) achieved the highest rank with a final weight of 0,2762, followed by the weight of
Chinese market (F2) with a weight of 0,2099, ranked 3rd is Logistics and transportation (F4)
with a weight of 0,1451, then Business relations and communication (F5) with a final weight
of 0,1225, ranked 5th is Trade and regulation (F3) with a weight of 0,1141. Financial
management (F6) and Sustainability and environment (F7) ranked last with weights of
0,0782 and 0,0540 respectively. The research of Ngo and Tran (2016) indicated that the
GDPs of the exporting and importing nations, agricultural land area, exchange rates,
economic openness, international collaboration and importers take part in APEC, or the
WTO are the primary factors influencing Vietnam's agricultural exports. The paper makes a
number of policy recommendations based on the research findings to help Vietnam's
agricultural exports in the future, such as: (i) changing the production structure to focus on a
variety of agricultural products. Goods that meet food safety and hygiene regulations, are of
high quality, can establish brands and generate significant output at competitive prices; (ii)
Vietnamese agricultural products need to receive comprehensive investment attention from
production to consumption to improve their quality and competitiveness against major
competitors; (iii) bolster market information efforts and actively cultivate the image of
Vietnamese agricultural products in export markets through product quality and reputation.
Branding and marketing strategies are the factors that most influence fruit exports, followed
by product development and intellectual property protection, followed by logistics and
distribution, and finally strategic partnerships (Pongpanich & Phitya-Isarakul, 2008).
The highest weight for Seed and quality standards (F11) is 0,3771 and the lowest is
Product Testing (F14) at 0,1293 in the Quality and post-harvest handling criteria (F1);
"Competitors and substitutes" (F22) and "Choosing channels and distribution locations"
(F23) ranked opposite each other, with "Competitors and substitutes" highest and "Choosing
channels and distribution locations" lowest respectively is 0,3279 and 0,1510 in Chinese
market(F2) criteria; In the Trade and regulation criterion (F3), the Trade Agreement weight
95
(F31) has the highest priority at 0,5410 and the Exchange Rate weight (F33) is the lowest at
0,1265. The highest weight for Export Procedures (F41) is 0,4452 and the lowest is for
Transport Methods (F43) at 0,2029 in the logistics and transportation criterion (F4); In the
Business relations and communication criterion (F5), the Network and Cooperation weight
(F52) is 0,6431, greater than the Communication Channel weight (F51) which is 0,3569.
"Pricing strategy" (F61) and "Financial planning" (F62) ranked opposite each other, in which
"Pricing strategy" (F61) was highest with a weight of 0,4911 and "Financial planning " (F62)
is the lowest with 0,1839 in Financial management criteria (F6); In the Sustainability and
environmental criteria (F7), the weight for Control of pesticides and pests (F71) is the largest
at 0,5308 and the weight for Plant Conservation (F73) is the lowest at 0,1643.
In addition to showing the local weights of the sub-criteria, Table 4.44 illustrates their
global weights and their globally weighted importance ranking. The "Seed and quality
standards" (F11) has a global weight of 0.1042 and is ranked as the criterion with the most
influence on lychee exports. The study of Ait Hou et al (2015) drew attention to how agri-
food systems are beginning to prioritize product quality more. It emphasized that these
systems are currently bound by an intricate network of interconnected public and commercial
standards, which makes compliance with these standards essential, especially for developing
nations' export endeavors. Meanwhile, the Plant conservation criterion (F73) ranked last with
a global weight of 0.0089. The "Post-harvest handling" (F12) ranked 2nd with a global
weight of 0,0905. Ali et al (2021) has consistently underscored the significance of post-
harvest handling as a pivotal measure to curtail wastage and enhance the export efficiency of
highly perishable commodities. Implementing a short-chain supply system that includes
seamless logistics, uninterrupted cold chain management, access to forwarding services, and
state-of-the-art cold storage facilities plays a paramount role in not only preserving the
quality of the products but also significantly prolonging their shelf life. Ranked 3rd Network
and cooperation (F52) with a global weight of 0,0788. The Competitors and substitute
products available criteria (F22) and the Customer trends criteria (F21) ranked 4th and 5th,
respectively, with global weights of 0,0688 and 0,0672 respectively. Ali et al. (2021) export
companies should concentrate on a few important areas of operation. In order to extend the
distribution network for agricultural products in the four biggest markets, first identify
partners. Second, keep an eye on the most recent data regarding China's technological
specifications—the country with the biggest import market. Thirdly, conduct market research
and develop competitive items that can be exported to prospective new markets like
Malaysia, Australia, and Russia. The Export procedures criteria (F41) has a global weight of
0.0646 and is the 6th most important, followed by Trade Agreements (F31) ranked 7th with a
global weight of 0.0617, and Delivery delay (F42) ranked 8th with a weight of 0.0511.
Ranked 9th and 10th are Traceability and food safety (F13) and Communication channel
(F51) with weights of 0.04589 and 0.0437, respectively.
4.2.3. G-TOPSIS
After weighing the importance of exporting factors for lychee, those factors are
classified and evaluated based on a SWOT matrix to define the possible strategies. There are
5 proper strategies including ST1 - Ensuring logistic processes and expanding export routes;
ST2 - Focusing on research to capture the Chinese market, ST3 - Taking advantage of trade
96
agreements, build new partnerships with Chinese importers, ST4 - Using Chinese digital
marketing and e-commerce platforms, ST5 - Focusing on improving lychee quality and post-
harvest preservation.
Step 1: Surveying each of the experts estimated the level of influence of each AHP-
weighted criteria on proposed strategies and collecting all responses from experts based on
each strategy.
Table 4.45. Experts’ assessment for ST1 (Source: Calculated by Authors)
E1
E1 E2 E3 E4 E5 E6 E7 E8 E9 E10 E11 E13 E14 E15
2
EM
F11 I
SI VSI MI EMI EMI VSI VSI EMI EMI EMI EMI EMI EMI EMI
EM
F12 I
SI EMI VSI VSI EMI EI SI EMI EMI EMI MI VSI SI EMI
EM
F13 I
EMI VSI SI EMI VSI VSI EMI EMI EMI EMI SI EMI EMI EMI
F14 VSI VSI VSI SI VSI EMI EMI VSI EMI EMI EMI VSI EMI EI VSI
EM
F21 I
EI SI MI SI EMI EI EMI VSI VSI EMI MI SI SI VSI
F22 VSI MI VSI SI MI EMI EMI MI EMI EMI EMI SI SI MI SI

EM
F23 I
VSI EMI SI SI VSI SI VSI VSI EMI SI SI SI EMI VSI
EM
F24 I
EI VSI EMI EMI EMI EI SI EMI EMI EMI SI EMI VSI EMI
EM
F31 I
EI EMI VSI EMI VSI EI EMI SI SI VSI SI EMI SI VSI
EM
F32 I
EI VSI EI EMI VSI MI SI VSI VSI EMI SI EMI EMI VSI
EM
F33 I
SI VSI VSI EI SI EI VSI VSI MI VSI SI SI MI SI
EM
F41 I
SI VSI VSI VSI VSI MI VSI EMI SI VSI SI SI MI VSI
EM
F42 I
SI VSI SI MI EMI SI SI VSI MI SI SI EMI MI EMI
EM
F43 I
SI VSI VSI SI VSI MI SI SI MI VSI MI VSI MI VSI
F51 VSI SI VSI MI MI VSI EI VSI VSI SI VSI SI SI MI MI

F52 VSI SI SI VSI VSI VSI MI VSI VSI VSI VSI SI VSI MI MI
F61 VSI SI EMI MI VSI EMI MI SI EMI EMI VSI SI VSI MI EMI
F62 VSI EMI VSI VSI VSI MI VSI EMI VSI EI VSI SI EMI SI EMI
F63 VSI EMI EMI VSI VSI EMI VSI VSI VSI EMI SI MI EMI SI VSI
EM
F71 I
SI EMI VSI EMI EMI VSI VSI EMI EMI EMI VSI EMI SI EMI
F72 VSI MI VSI SI VSI VSI MI VSI EMI EMI EMI VSI EMI MI EMI
F73 VSI EMI EMI VSI SI VSI EI VSI SI EMI EMI VSI VSI EI VSI
97
Table 4.46. Experts’ assessment for ST2 (Source: Calculated by Authors)
E1
E1 E2 E3 E4 E5 E6 E7 E8 E9 E10 E11 E13 E14 E15
2
F1
EMI SI EMI MI VSI VSI SI EMI VSI SI EMI EI VSI EMI SI
1
F1
EMI SI VSI MI SI VSI VSI VSI MI EMI EMI MI EMI SI SI
2
F1
VSI SI SI VSI SI EMI EMI VSI VSI VSI EMI MI EMI VSI VSI
3
F1
SI VSI VSI VSI SI VSI EI EMI EMI EMI VSI MI EMI EI VSI
4
F2
EMI EI VSI SI MI EMI VSI VSI EMI EMI VSI VSI EMI VSI EMI
1
F2
EMI MI VSI VSI EMI EMI EI SI EMI EMI EMI VSI SI SI VSI
2
F2
VSI MI EMI SI EMI VSI EI VSI SI EMI EMI SI VSI SI EMI
3
F2
EMI MI VSI SI EMI EMI MI MI EMI VSI EMI SI EMI SI VSI
4
F3
EMI EI EMI VSI MI VSI EMI VSI EMI VSI VSI SI EMI SI SI
1
F3
EMI MI VSI SI MI VSI EI VSI EMI SI VSI SI EMI MI SI
2
F3
VSI MI VSI EI MI SI VSI EMI EMI SI EMI SI VSI MI VSI
3
F4
EMI VSI EMI SI EI VSI EI SI EMI EMI EMI SI SI MI VSI
1
F4
VSI MI SI MI EI VSI EI VSI SI SI SI SI EMI SI SI
2
F4
EMI MI EMI SI SI SI EMI VSI VSI EMI VSI SI EMI MI VSI
3
F5
VSI SI VSI MI MI SI VSI VSI VSI MI VSI SI SI VSI VSI
1
F5
EMI EI VSI VSI MI VSI EI VSI EMI EMI VSI SI EMI SI SI
2
F6
EMI SI VSI SI SI EMI SI VSI EMI EMI EMI SI EMI SI VSI
1
F6
VSI VSI VSI EMI MI VSI EI VSI SI VSI EMI SI EMI MI EMI
2
F6
VSI SI VSI SI MI VSI SI SI VSI EMI EMI SI EMI SI VSI
3
F7
EMI SI VSI VSI EI VSI EI MI VSI EMI VSI SI SI SI VSI
1
98
F7
SI SI SI EMI EI VSI EMI VSI VSI VSI EMI SI SI SI VSI
2
F7
VSI EMI VSI SI MI VSI EMI EMI SI EMI EMI SI SI VSI EMI
3
Table 4.47. Experts' assessments for ST3 (Source: Calculated by Authors)

E1
E1 E2 E3 E4 E5 E6 E7 E8 E9 E10 E11 E13 E14 E15
2
F1
MI MI EMI MI SI VSI MI VSI SI MI EMI MI MI MI SI
1
F1
VSI MI VSI VSI EMI VSI MI VSI VSI VSI EMI VSI EMI SI MI
2
F1
SI SI VSI SI VSI VSI EI SI SI SI SI MI EMI EMI EI
3
F1
VSI EMI SI VSI EMI SI VSI VSI SI SI MI SI SI VSI EI
4
F2
SI SI VSI EI VSI SI MI SI SI MI SI SI EMI MI EI
1
F2
SI SI VSI VSI EMI VSI SI VSI SI EMI SI SI EMI SI SI
2
F2
SI MI SI EMI MI EMI VSI VSI EMI EMI EMI SI VSI MI VSI
3
F2
SI SI EMI SI MI VSI VSI VSI VSI VSI SI SI SI SI MI
4
F3
SI EI SI MI VSI SI MI VSI VSI SI SI SI EMI SI VSI
1
F3
VSI SI VSI VSI MI SI EMI VSI EMI SI VSI SI EMI MI EMI
2
F3
SI MI VSI VSI VSI VSI VSI EMI EMI MI SI SI EMI SI VSI
3
F4
EMI MI SI SI VSI EMI EMI SI EMI VSI EMI VSI EMI MI EMI
1
F4
VSI VSI VSI VSI EMI EMI EMI VSI EMI EMI EMI VSI EMI VSI EMI
2
F4
VSI SI EMI VSI EMI VSI EI VSI EMI EMI EMI VSI EMI MI EMI
3
F5
VSI SI VSI SI MI VSI SI SI EMI VSI VSI SI SI SI SI
1
F5
EMI MI VSI EMI MI VSI EMI VSI EMI EMI VSI SI VSI SI VSI
2
99
F6
VSI SI EMI VSI VSI VSI VSI EMI VSI EI SI SI SI VSI SI
1
F6
SI EMI VSI SI MI EMI MI SI VSI EMI VSI SI SI MI SI
2
F6
VSI SI VSI VSI VSI EMI EI VSI EMI EMI VSI SI SI SI SI
3
F7
VSI SI EMI MI VSI VSI MI EMI SI EI EMI SI MI MI MI
1
F7
MI MI SI SI VSI SI EI SI SI MI SI MI MI SI MI
2
F7
MI EMI VSI SI MI SI MI EMI SI EI SI SI MI SI EI
3

E1 E2 E3 E4 E5 E6 E7 E8 E9 E10 E11 E12 E13 E14 E15
F1
SI SI VSI SI SI EMI EI SI VSI VSI EMI MI MI SI VSI
1
F1
SI SI SI SI SI EMI SI VSI EMI SI EMI SI EMI EMI SI
2
F1
VSI SI VSI SI MI VSI MI VSI EMI VSI VSI SI EMI VSI SI
3
F1
VSI MI EMI EI MI SI MI VSI EMI EMI EMI MI EMI VSI SI
4
F2
VSI EI VSI EI SI VSI SI VSI EMI MI EMI SI EMI VSI EMI
1
F2
EMI SI VSI VSI MI SI MI VSI EMI VSI EMI VSI EMI VSI EMI
2
F2
EMI MI EMI EMI MI EMI EMI VSI EMI EMI EMI EMI EMI EI EMI
3
F2
EMI SI VSI MI MI EMI EMI SI EMI EMI EMI EMI EMI SI EMI
4
F3
VSI MI VSI SI EI SI VSI SI EMI MI VSI SI EMI MI SI
1
F3
VSI SI EMI MI MI SI SI EMI VSI SI VSI SI EMI EI SI
2
F3
EMI MI VSI VSI EI VSI SI EMI VSI VSI SI MI SI MI EMI
3
F4
EMI MI VSI SI EI SI SI SI VSI MI VSI SI SI MI MI
1
F4
VSI VSI SI VSI MI VSI MI EMI EMI VSI SI SI EMI SI SI
2
F4
EMI SI VSI MI MI EMI VSI EMI EMI VSI VSI SI EMI SI EMI
3
100
F5
VSI EI VSI SI EMI EMI MI VSI EMI VSI EMI VSI EMI MI EMI
1
F5
EMI SI VSI VSI MI EMI VSI SI EMI VSI VSI VSI EMI SI VSI
2
F6
EMI MI VSI SI MI EMI EI SI EMI VSI EMI SI VSI SI MI
1
F6
VSI EMI VSI VSI MI VSI EMI VSI VSI EMI VSI SI EMI SI VSI
2
F6
VSI VSI VSI EMI SI VSI MI EMI EMI EMI VSI SI EMI VSI EMI
3
F7
EMI MI VSI SI MI SI SI SI SI EI VSI SI SI SI SI
1
F7
SI EI VSI VSI MI MI VSI VSI SI VSI SI SI EI VSI SI
2
F7
VSI EI EMI MI VSI MI SI EMI SI EI SI SI EI MI MI
3

F1
VSI VSI EMI VSI EI VSI EMI VSI VSI SI EMI VSI EMI EMI EI
1
F1
VSI EMI VSI SI SI VSI SI EMI EMI SI EMI MI EMI EMI MI
2
F1
VSI MI EMI VSI SI VSI SI SI EMI EMI EMI SI EMI VSI EI
3
F1
VSI VSI EMI SI SI SI EMI SI EMI EMI EMI SI SI EMI VSI
4
F2
VSI EMI EMI VSI VSI SI VSI VSI EMI EMI EMI SI EMI MI MI
1
F2
SI SI SI MI EMI SI MI EMI EMI EMI EMI SI EMI EMI SI
2
F2
EMI VSI VSI SI VSI VSI SI VSI EMI EMI EMI SI EMI SI SI
3
F2
EMI EMI EMI SI EMI EMI SI EMI EMI EMI EMI VSI EMI SI EMI
4
F3
VSI VSI EMI MI EMI EMI VSI EMI EMI EMI EMI VSI EMI EI EMI
1
F3
VSI VSI VSI SI EMI VSI EMI EMI EMI EMI EMI SI SI MI EMI
2
F3
EMI SI EMI VSI EMI SI VSI VSI EMI EMI EMI EMI SI VSI VSI
3
F4
VSI VSI VSI SI VSI SI VSI EI EMI SI VSI SI EMI SI VSI
1
101
F4
VSI VSI VSI SI SI VSI SI EMI EMI SI VSI SI EMI SI SI
2
F4
VSI VSI VSI SI SI EMI EMI EMI EMI EMI VSI VSI SI VSI SI
3
F5
VSI EMI EMI VSI EMI EMI SI VSI EMI EMI EMI VSI EMI SI EMI
1
F5
VSI EMI EMI MI SI VSI EMI EMI EMI EMI SI SI EMI SI MI
2
F6
VSI SI EMI SI EMI SI SI EMI VSI EMI VSI VSI VSI MI VSI
1
F6
VSI VSI EMI EMI EMI SI EMI MI EMI EMI VSI SI VSI SI VSI
2
F6
EMI SI VSI SI EI VSI EMI VSI EMI EMI EMI SI EMI SI VSI
3
F7
EMI EMI VSI VSI MI SI SI EMI EMI EMI SI SI VSI SI VSI
1
F7
VSI VSI VSI VSI SI SI VSI EMI EMI EMI SI SI VSI SI SI
2
F7
EMI EMI EMI EMI EMI EMI EMI EMI EMI EMI EMI EMI EMI EMI EMI
3
Step 2: Encoding the input tables by using the grey linguistic assessment variables
(Table 4.50)
Table 4.50. Grey numbers, Linguistics level and Code in survey
Grey numbers Linguistics level Code in survey
[1,2] Equivalent Importance EI
[2,4] Medium Importance MI
[4,6] Strong Importance SI
[4,6] Very Strong Importance VSI
[8,10] Extreme Importance EMI
From the experts' feedback for ST1, the linguistic values were converted into grey
numbers using Table 4.45. The grey values obtained for further processing as G-TOPSIS
steps are shown in Table 4.51.
Table 4.51. Result of Grey data as inputs to the G-TOPSIS method for ST1 (Source: Calculated by
Authors)
F1 [8,10 [4,6] [6,8] [2,4] [8,10 [8,10 [6,8] [6,8] [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
102
1 ] ] ] ] ] ] ] ] ] ]
F1 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[4,6] [6,8] [6,8] [1,2] [4,6] [2,4] [6,8] [4,6]
2 ] ] ] ] ] ] ]
F1 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [4,6] [6,8] [6,8] [4,6]
3 ] ] ] ] ] ] ] ] ] ]
F1 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [6,8] [6,8] [4,6] [6,8] [6,8] [6,8] [1,2] [6,8]
4 ] ] ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10
[1,2] [4,6] [2,4] [4,6] [1,2] [6,8] [6,8] [2,4] [4,6] [4,6] [6,8]
1 ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [2,4] [6,8] [4,6] [2,4] [2,4] [4,6] [4,6] [2,4] [4,6]
2 ] ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10
[6,8] [4,6] [4,6] [6,8] [4,6] [6,8] [6,8] [4,6] [4,6] [4,6] [6,8]
3 ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[1,2] [6,8] [1,2] [4,6] 8,10 [4,6] [6,8]
4 ] ] ] ] ] ] ] ]
F3 [8,10 [8,10 [8,10 [8,10 [8,10
[1,2] [6,8] [6,8] [1,2] [4,6] [4,6] [6,8] [4,6] [4,6] [6,8]
1 ] ] ] ] ]
F3 [8,10 [8,10 [8,10 [8,10 [8,10
[1,2] [6,8] [1,2] [6,8] [2,4] [4,6] [6,8] [6,8] [4,6] [6,8]
2 ] ] ] ] ]
F3 [8,10
[4,6] [6,8] [6,8] [1,2] [4,6] [1,2] [6,8] [6,8] [2,4] [6,8] [4,6] [4,6] [2,4] [4,6]
3 ]
F4 [8,10 [8,10
[4,6] [6,8] [6,8] [6,8] [6,8] [2,4] [6,8] [4,6] [6,8] [4,6] [4,6] [2,4] [6,8]
1 ] ]
F4 [8,10 [8,10 [8,10 [8,10
[4,6] [6,8] [4,6] [2,4] [4,6] [4,6] [6,8] [2,4] [4,6] [4,6] [2,4]
2 ] ] ] ]
F4 [8,10
[4,6] [6,8] [6,8] [4,6] [6,8] [2,4] [4,6] [4,6] [2,4] [6,8] [2,4] [6,8] [2,4] [6,8]
3 ]
F5
[6,8] [4,6] [6,8] [2,4] [2,4] [6,8] [1,2] [6,8] [6,8] [4,6] [6,8] [4,6] [4,6] [2,4] [2,4]
1
F5
[6,8] [4,6] [4,6] [6,8] [6,8] [6,8] [2,4] [6,8] [6,8] [6,8] [6,8] [4,6] [6,8] [2,4] [2,4]
2
F6 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [4,6] [2,4] [6,8] [2,4] [4,6] [6,8] [4,6] [6,8] [2,4]
1 ] ] ] ] ]
F6 [8,10 [8,10 [8,10 [8,10
[6,8] [6,8] [6,8] [6,8] [2,4] [6,8] [6,8] [1,2] [6,8] [4,6] [4,6]
2 ] ] ] ]
F6 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [6,8] [6,8] [6,8] [6,8] [6,8] [4,6] [2,4] [4,6] [6,8]
3 ] ] ] ] ]
F7 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[4,6] [6,8] [6,8] [6,8] [6,8] [4,6]
1 ] ] ] ] ] ] ] ] ]
F7 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [2,4] [6,8] [4,6] [6,8] [6,8] [2,4] [6,8] [6,8] [2,4]
2 ] ] ] ] ]
F7 [8,10 [8,10 [8,10 [8,10
[6,8] [6,8] [4,6] [6,8] [1,2] [6,8] [4,6] [6,8] [6,8] [1,2] [6,8]
3 ] ] ] ]
103
Authors)
F1 [8,10 [8,10 [8,10 [8,10 [8,10
[4,6] [2,4] [6,8] [6,8] [4,6] [6,8] [4,6] [1,2] [6,8] [4,6]
1 ] ] ] ] ]
F1 [8,10 [8,10 [8,10 [8,10
[4,6] [6,8] [2,4] [4,6] [6,8] [6,8] [6,8] [2,4] [2,4] [4,6] [4,6]
2 ] ] ] ]
F1 [8,10 [8,10 [8,10 [8,10
[6,8] [4,6] [4,6] [6,8] [4,6] [6,8] [6,8] [6,8] [2,4] [6,8] [6,8]
3 ] ] ] ]
F1 [8,10 [8,10 [8,10 [8,10
[4,6] [6,8] [6,8] [6,8] [4,6] [6,8] [1,2] [6,8] [2,4] [1,2] [6,8]
4 ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[1,2] [6,8] [4,6] [2,4] [6,8] [6,8] [6,8] [6,8] [6,8]
1 ] ] ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[2,4] [6,8] [6,8] [1,2] [4,6] [6,8] [4,6] [4,6] [6,8]
2 ] ] ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [2,4] [4,6] [6,8] [1,2] [6,8] [4,6] [4,6] [6,8] [4,6]
3 ] ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[2,4] [6,8] [4,6] [2,4] [2,4] [6,8] [4,6] [4,6] [6,8]
4 ] ] ] ] ] ]
F3 [8,10 [8,10 [8,10 [8,10 [8,10
[1,2] [6,8] [2,4] [6,8] [6,8] [6,8] [6,8] [4,6] [4,6] [4,6]
1 ] ] ] ] ]
F3 [8,10 [8,10 [8,10
[2,4] [6,8] [4,6] [2,4] [6,8] [1,2] [6,8] [4,6] [6,8] [4,6] [2,4] [4,6]
2 ] ] ]
F3 [8,10 [8,10 [8,10
[6,8] [2,4] [6,8] [1,2] [2,4] [4,6] [6,8] [4,6] [4,6] [6,8] [2,4] [6,8]
3 ] ] ]
F4 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [4,6] [1,2] [6,8] [1,2] [4,6] [4,6] [4,6] [2,4] [6,8]
1 ] ] ] ] ]
F4 [8,10
[6,8] [2,4] [4,6] [2,4] [1,2] [6,8] [1,2] [6,8] [4,6] [4,6] [4,6] [4,6] [4,6] [4,6]
2 ]
F4 [8,10 [8,10 [8,10 [8,10 [8,10
[2,4] [4,6] [4,6] [4,6] [6,8] [6,8] [6,8] [4,6] [2,4] [6,8]
3 ] ] ] ] ]
F5
[6,8] [4,6] [6,8] [2,4] [2,4] [4,6] [6,8] [6,8] [6,8] [2,4] [6,8] [4,6] [4,6] [6,8] [6,8]
1
F5 [8,10 [8,10 [8,10 [8,10
[1,2] [6,8] [6,8] [2,4] [6,8] [1,2] [6,8] [6,8] [4,6] [4,6] [4,6]
2 ] ] ] ]
F6 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[4,6] [6,8] [4,6] [4,6] [4,6] [6,8] [4,6] [4,6] [6,8]
1 ] ] ] ] ] ]
F6 [8,10 [8,10 [8,10 [8,10
[6,8] [6,8] [6,8] [2,4] [6,8] [1,2] [6,8] [4,6] [6,8] [4,6] [2,4]
2 ] ] ] ]
104
F6 [8,10 [8,10 [8,10
[6,8] [4,6] [6,8] [4,6] [2,4] [6,8] [4,6] [4,6] [6,8] [4,6] [4,6] [6,8]
3 ] ] ]
F7 [8,10 [8,10
[4,6] [6,8] [6,8] [1,2] [6,8] [1,2] [2,4] [6,8] [6,8] [4,6] [4,6] [4,6] [6,8]
1 ] ]
F7 [8,10 [8,10 [8,10
[4,6] [4,6] [4,6] [1,2] [6,8] [6,8] [6,8] [6,8] [4,6] [4,6] [4,6] [6,8]
2 ] ] ]
F7 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [6,8] [4,6] [2,4] [6,8] [4,6] [4,6] [4,6] [6,8]
3 ] ] ] ] ] ]
Authors)
F1 [8,10 [8,10
[2,4] [2,4] [2,4] [4,6] [6,8] [2,4] [6,8] [4,6] [2,4] [2,4] [2,4] [2,4] [4,6]
1 ] ]
F1 [8,10 [8,10 [8,10
[6,8] [2,4] [6,8] [6,8] [6,8] [2,4] [6,8] [6,8] [6,8] [6,8] [4,6] [2,4]
2 ] ] ]
F1 [8,10 [8,10
[4,6] [4,6] [6,8] [4,6] [6,8] [6,8] [1,2] [4,6] [4,6] [4,6] [4,6] [2,4] [1,2]
3 ] ]
F1 [8,10 [8,10
[6,8] [4,6] [6,8] [4,6] [6,8] [6,8] [4,6] [4,6] [2,4] [4,6] [4,6] [6,8] [1,2]
4 ] ]
F2 [8,10
[4,6] [4,6] [6,8] [1,2] [6,8] [4,6] [2,4] [4,6] [4,6] [2,4] [4,6] [4,6] [2,4] [1,2]
1 ]
F2 [8,10 [8,10 [8,10
[4,6] [4,6] [6,8] [6,8] [6,8] [4,6] [6,8] [4,6] [4,6] [4,6] [4,6] [4,6]
2 ] ] ]
F2 [8,10 [8,10 [8,10 [8,10 [8,10
[4,6] [2,4] [4,6] [2,4] [6,8] [6,8] [4,6] [6,8] [2,4] [6,8]
3 ] ] ] ] ]
F2 [8,10
[4,6] [4,6] [4,6] [2,4] [6,8] [6,8] [6,8] [6,8] [6,8] [4,6] [4,6] [4,6] [4,6] [2,4]
4 ]
F3 [8,10
[4,6] [1,2] [4,6] [2,4] [6,8] [4,6] [2,4] [6,8] [6,8] [4,6] [4,6] [4,6] [4,6] [6,8]
1 ]
F3 [8,10 [8,10 [8,10 [8,10
[6,8] [4,6] [6,8] [6,8] [2,4] [4,6] [6,8] [4,6] [6,8] [4,6] [2,4]
2 ] ] ] ]
F3 [8,10 [8,10 [8,10
[4,6] [2,4] [6,8] [6,8] [6,8] [6,8] [6,8] [2,4] [4,6] [4,6] [4,6] [6,8]
3 ] ] ]
F4 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[2,4] [4,6] [4,6] [6,8] [4,6] [6,8] [6,8] [2,4]
1 ] ] ] ] ] ] ]
F4 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [6,8] [6,8] [6,8] [6,8] [6,8] [6,8]
2 ] ] ] ] ] ] ] ]
F4 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [4,6] [6,8] [6,8] [1,2] [6,8] [6,8] [2,4]
3 ] ] ] ] ] ] ]
105
F5 [8,10
[6,8] [4,6] [6,8] [4,6] [2,4] [6,8] [4,6] [4,6] [6,8] [6,8] [4,6] [4,6] [4,6] [4,6]
1 ]
F5 [8,10 [8,10 [8,10 [8,10 [8,10
[2,4] [6,8] [2,4] [6,8] [6,8] [6,8] [4,6] [6,8] [4,6] [6,8]
2 ] ] ] ] ]
F6 [8,10 [8,10
[6,8] [4,6] [6,8] [6,8] [6,8] [6,8] [6,8] [1,2] [4,6] [4,6] [4,6] [6,8] [4,6]
1 ] ]
F6 [8,10 [8,10 [8,10
[4,6] [6,8] [4,6] [2,4] [2,4] [4,6] [6,8] [6,8] [4,6] [4,6] [2,4] [4,6]
2 ] ] ]
F6 [8,10 [8,10 [8,10
[6,8] [4,6] [6,8] [6,8] [6,8] [1,2] [6,8] [6,8] [4,6] [4,6] [4,6] [4,6]
3 ] ] ]
F7 [8,10 [8,10 [8,10
[6,8] [4,6] [2,4] [6,8] [6,8] [2,4] [4,6] [1,2] [4,6] [2,4] [2,4] [2,4]
1 ] ] ]
F7
[2,4] [2,4] [4,6] [4,6] [6,8] [4,6] [1,2] [4,6] [4,6] [2,4] [4,6] [2,4] [2,4] [4,6] [2,4]
2
F7 [8,10 [8,10
[2,4] [6,8] [4,6] [2,4] [4,6] [2,4] [4,6] [1,2] [4,6] [4,6] [2,4] [4,6] [1,2]
3 ] ]
Authors)
F1 [8,10 [8,10
[4,6] [4,6] [6,8] [4,6] [4,6] [1,2] [4,6] [6,8] [6,8] [2,4] [2,4] [4,6] [6,8]
1 ] ]
F1 [8,10 [8,10 [8,10 [8,10 [8,10
[4,6] [4,6] [4,6] [4,6] [4,6] [4,6] [6,8] [4,6] [4,6] [4,6]
2 ] ] ] ] ]
F1 [8,10 [8,10
[6,8] [4,6] [6,8] [4,6] [2,4] [6,8] [2,4] [6,8] [6,8] [6,8] [4,6] [6,8] [4,6]
3 ] ]
F1 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [2,4] [1,2] [2,4] [4,6] [2,4] [6,8] [2,4] [6,8] [4,6]
4 ] ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10
[6,8] [1,2] [6,8] [1,2] [4,6] [6,8] [4,6] [6,8] [2,4] [4,6] [6,8]
1 ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10 [8,10
[4,6] [6,8] [6,8] [2,4] [4,6] [2,4] [6,8] [6,8] [6,8] [6,8]
2 ] ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[2,4] [2,4] [6,8] [1,2]
3 ] ] ] ] ] ] ] ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[4,6] [6,8] [2,4] [2,4] [4,6] [4,6]
4 ] ] ] ] ] ] ] ] ]
F3 [8,10 [8,10
[6,8] [2,4] [6,8] [4,6] [1,2] [4,6] [6,8] [4,6] [2,4] [6,8] [4,6] [2,4] [4,6]
1 ] ]
F3 [8,10 [8,10 [8,10
[6,8] [4,6] [2,4] [2,4] [4,6] [4,6] [6,8] [4,6] [6,8] [4,6] [1,2] [4,6]
2 ] ] ]
106
F3 [8,10 [8,10 [8,10
[2,4] [6,8] [6,8] [1,2] [6,8] [4,6] [6,8] [6,8] [4,6] [2,4] [4,6] [2,4]
3 ] ] ]
F4 [8,10
[2,4] [6,8] [4,6] [1,2] [4,6] [4,6] [4,6] [6,8] [2,4] [6,8] [4,6] [4,6] [2,4] [2,4]
1 ]
F4 [8,10 [8,10 [8,10
[6,8] [6,8] [4,6] [6,8] [2,4] [6,8] [2,4] [6,8] [4,6] [4,6] [4,6] [4,6]
2 ] ] ]
F4 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[4,6] [6,8] [2,4] [2,4] [6,8] [6,8] [6,8] [4,6] [4,6]
3 ] ] ] ] ] ]
F5 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [1,2] [6,8] [4,6] [2,4] [6,8] [6,8] [6,8] [2,4]
1 ] ] ] ] ] ]
F5 [8,10 [8,10 [8,10 [8,10
[4,6] [6,8] [6,8] [2,4] [6,8] [4,6] [6,8] [6,8] [6,8] [4,6] [6,8]
2 ] ] ] ]
F6 [8,10 [8,10 [8,10 [8,10
[2,4] [6,8] [4,6] [2,4] [1,2] [4,6] [6,8] [4,6] 6,8 [4,6] [2,4]
1 ] ] ] ]
F6 [8,10 [8,10 [8,10 [8,10
[6,8] [6,8] [6,8] [2,4] [6,8] [6,8] [6,8] [6,8] [4,6] [4,6] [6,8]
2 ] ] ] ]
F6 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
[6,8] [6,8] [6,8] [4,6] [6,8] [2,4] [6,8] [4,6] [6,8]
3 ] ] ] ] ] ]
F7 [8,10
[2,4] [6,8] [4,6] [2,4] [4,6] [4,6] [4,6] [4,6] [1,2] [6,8] [4,6] [4,6] [4,6] [4,6]
1 ]
F7
[4,6] [1,2] [6,8] [6,8] [2,4] [2,4] [6,8] [6,8] [4,6] [6,8] [4,6] [4,6] [1,2] [6,8] [4,6]
2
F7 [8,10 [8,10
[6,8] [1,2] [2,4] [6,8] [2,4] [4,6] [4,6] [1,2] [4,6] [4,6] [1,2] [2,4] [2,4]
3 ] ]
Table 4.55 Result of Grey data as inputs to the G-TOPSIS method for ST5 (Source: Calculated b
Authors)
E1 E2 E3 E4 E5 E6 E7 E8 E9 E10 E11 E12 E13 E14 E
F1 [8,10 [8,10 [8,10 [8,10 [8,10
1 [6,8] [6,8] ] [6,8] [1,2] [6,8] ] [6,8] [6,8] [4,6] ] [6,8] ] ] [
F1 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
2 [6,8] ] [6,8] [4,6] [4,6] [6,8] [4,6] ] ] [4,6] ] [2,4] ] ] [
F1 [8,10 [8,10 [8,10 [8,10 [8,10
3 [6,8] [2,4] ] [6,8] [4,6] [6,8] [4,6] [4,6] ] ] ] [4,6] ] [6,8] [
F1 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
4 [6,8] [6,8] ] [4,6] [4,6] [4,6] ] [4,6] ] ] ] [4,6] [4,6] ] [
F2 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
1 [6,8] ] ] [6,8] [6,8] [4,6] [6,8] [6,8] ] ] ] [4,6] ] [2,4] [
F2 [4,6] [4,6] [4,6] [2,4] [8,10 [4,6] [2,4] [8,10 [8,10 [8,10 [8,10 [4,6] [8,10 [8,10 [
107
2 ] ] ] ] ] ] ]
F2 [8,10 [8,10 [8,10 [8,10 [8,10
3 ] [6,8] [6,8] [4,6] [6,8] [6,8] [4,6] [6,8] ] ] ] [4,6] ] [4,6] [
F2 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [
4 ] ] ] [4,6] ] ] [4,6] ] ] ] ] [6,8] ] [4,6] ]
F3 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [
1 [6,8] [6,8] ] [2,4] ] ] [6,8] ] ] ] ] [6,8] ] [1,2] ]
F3 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [
2 [6,8] [6,8] [6,8] [4,6] ] [6,8] ] ] ] ] ] [4,6] [4,6] [2,4] ]
F3 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
3 ] [4,6] ] [6,8] ] [4,6] [6,8] [6,8] ] ] ] ] [4,6] [6,8] [
F4 [8,10 [8,10
1 [6,8] [6,8] [6,8] [4,6] [6,8] [4,6] [6,8] [1,2] ] [4,6] [6,8] [4,6] ] [4,6] [
F4 [8,10 [8,10 [8,10
2 [6,8] [6,8] [6,8] [4,6] [4,6] [6,8] [4,6] ] ] [4,6] [6,8] [4,6] ] [4,6] [
F4 [8,10 [8,10 [8,10 [8,10 [8,10
3 [6,8] [6,8] [6,8] [4,6] [4,6] ] ] ] ] ] [6,8] [6,8] [4,6] [6,8] [
F5 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [
1 [6,8] ] ] [6,8] ] ] [4,6] [6,8] ] ] ] [6,8] ] [4,6] ]
F5 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
2 [6,8] ] ] [2,4] [4,6] [6,8] ] ] ] ] [4,6] [4,6] ] [4,6] [
F6 [8,10 [8,10 [8,10 [8,10
1 [6,8] [4,6] ] [4,6] ] [4,6] [4,6] ] [6,8] ] [6,8] [6,8] [6,8] [2,4] [
F6 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
2 [6,8] [6,8] ] ] ] [4,6] ] [2,4] ] ] [6,8] [4,6] [6,8] [4,6] [
F6 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10
3 ] [4,6] [6,8] [4,6] 1,2 [6,8] ] [6,8] ] ] ] [4,6] ] [4,6] [
F7 [8,10 [8,10 [8,10 [8,10 [8,10
1 ] ] [6,8] [6,8] [2,4] [4,6] [4,6] ] ] ] [4,6] [4,6] [6,8] [4,6] [
F7 [8,10 [8,10 [8,10
2 [6,8] [6,8] [6,8] [6,8] [4,6] [4,6] [6,8] ] ] ] [4,6] [4,6] [6,8] [4,6] [
F7 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [8,10 [
3 ] ] ] ] ] ] ] ] ] ] ] ] ] ] ]
Step 3: Synthesizing data: Table 4.56 indicates the integrated ratings of export experts
for all strategies (shown from Table 4.45 to Table 4.55) based on each factor by applying
Equation (16) with grey number.
Table 4.56: Average of expert’s assessment (Source: Calculated by Authors)
ST1 ST2 ST3 ST4 ST5
F11 [6.93,8.93] [5.53,7.47] [3.73,5.73] [4.60,6.53] [6.27,8.27]
F12 [6.73,8.67] [5.20,7.20] [5.47,7.47] [5.47,7.47] [5.87,7.73]
F13 [7.07,9.07] [5.87,7.87] [4.40,6.27] [5.20,7.20] [5.73,7.73]
F14 [6.33,8.27] [5.33,7.20] [4.87,6.80] [5.00,6.93] [5.53,7.47]
108
F21 [4.80,6.67] [6.07,8.00] [3.73,5.60] [5.20,7.07] [6.00,8.00]
F22 [5.07,7.07] [5.80,7.73] [5.33,7.33] [5.87,7.87] [6.00,8.00]
F23 [5.73,7.73] [5.53,7.47] [5.47,7.47] [6.60,8.53] [5.60,7.60]
F24 [6.27,8.13] [5.60,7.60] [4.80,6.80] [6.27,8.27] [6.00,8.00]
F31 [5.47,7.33] [5.67,7.60] [4.33,6.27] [4.47,6.40] [7.07,9.07]
F32 [5.47,7.33] [4.73,6.67] [5.47,7.47] [4.73,6.67] [6.60,8.53]
F33- [4.27,6.13] [4.87,6.80] [5.33,7.33] [4.87,6.80] [6.27,8.27]
F41 [5.20,7.20] [5.20,7.07] [6.00,8.00] [3.93,5.87] [6.53,8.53]
F42- [4.93,6.93] [4.00,5.87] [7.07,9.07] [5.20,7.20] [5.27,7.20]
F43 [4.53,6.53] [5.60,7.60] [6.20,8.13] [5.87,7.87] [5.47,7.47]
F51 [4.07,6.00] [4.67,6.67] [4.80,6.80] [5.80,7.73] [6.13,8.13]
F52 [4.80,6.80] [5.20,7.07] [5.87,7.87] [5.87,7.87] [6.93,8.93]
F61 [5.47,7.47] [6.00,8.00] [5.27,7.20] [4.87,6.80] [5.87,7.87]
F62 [5.40,7.33] [5.40,7.33] [4.80,6.80] [6.00,8.00] [5.73,7.73]
F63 [6.13,8.13] [5.33,7.33] [5.27,7.20] [6.27,8.27] [6.13,8.13]
F71 [6.93,8.93] [4.80,6.67] [4.33,6.27] [4.07,6.00] [5.93,7.87]
F72 [5.73,7.73] [5.27,7.20] [3.13,5.07] [4.13,6.00] [5.73,7.73]
F73 [5.60,7.47] [6.00,8.00] [3.73,5.60] [3.67,5.47] [5.60,7.60]
The synthesize calculating by using Equation (16)
Step 4: Defining the beneficial factors and cost factors. Then, calculating normalized
expert ratings of strategies versus criteria (using Equation (18), (19))
Table 4.57: Normalization of average expert’s assessment (Source: Calculated by

Authors)
ST1 ST2 ST3 ST4 ST5
F11 [0.78,1.00] [0.62,0.84] [0.42,0.64] [0.51,0.73] [0.70,0.93]
F12 [0.78,1.00] [0.60,0.83] [0.63,0.86] [0.63,0.86] [0.68,0.89]
F13 [0.78,1.00] [0.65,0.87] [0.49,0.69] [0.57,0.79] [0.63,0.85]
F14 [0.77,1.00] [0.65,0.87] [0.59,0.82] [0.60,0.84] [0.67,0.90]
F21 [0.60,0.83] [0.76,1.00] [0.47,0.70] [0.65,0.88] [0.75,1.00]
F22 [0.63,0.88] [0.73,0.97] [0.67,0.92] [0.73,0.98] [0.75,1.00]
F23 [0.67,0.91] [0.65,0.88] [0.64,0.88] [0.77,1.00] [0.66.0.89]
F24 [0.76,0.98] [0.68,0.92] [0.58,0.88] [0.76,1.00] [0.73,0.97]
F31 [0.60,0.81] [0.63,0.84] [0.48,0.69] [0.49,0.71] [0.75,1.00]
F32 [0.64,0.86] [0.55,0.78] [0.64,0.88] [0.55,0.78] [0.77,1.00]
F33- [0.26,0.48] [0.18,0.41] [0.11,0.35] [0.18,0.41] [0.00,0.24]
F41 [0.61,0.84] [0.61,0.83] [0.70,0.94] [0.46,0.69] [0.77,1.00]
109
F42- [0.24,0.46] [0.35,0.56] [0.00,0.22] [0.21,0.43] [0.21,0.42]
F43 [0.56,0.80] [0.69,0.93] [0.76,1.00] [0.72,0.97] [0.67,0.92]
F51 [0.50,0.74] [0.57,0.82] [0.59,0.84] [0.71,0.95] [0.75,1.00]
F52 [0.54,0.76] [0.58,0.79] [0.66,0.88] [0.66,0.88] [0.75,1.00]
F61 [0.68,0.93] [0.75,1.00] [0.66,0.90] [0.61,0.85] [0.73,0.98]
F62 [0.68,0.92] [0.68,0.92] [0.60,0.85] [0.75,1.00] [0.72,0.97]
F63 [0.74,0.98] [0.65,0.89] [0.64,0.87] [0.76,1.00] [0.74,0.98]
F71 [0.78,1.00] [0.54,0.75] [0.49,0.70] [0.46,0.67] [0.66,0.88]
F72 [0.74,1.00] [0.68,0.93] [0.41,0.66] [0.53,0.78] [0.74,1.00]
F73 [0.70,0.93] [0.75,1.00] [0.47,0.70] [0.46,0.68] [0.70,0.95]
In this study, two factors, Exchange Rate (F33) and Delivery Delay (C42) are
determined as cost factors, and the others are benefit ones. (Table 4.57)
In terms of benefit factors F11 in ST1, normalized value determines as:
, the results are shown in Table 4.57

In terms of benefit factors F33 in ST1, normalized value determines as:

Step 5: Defining the positive ideal solution (AL+) and negative ideal solution (AL-)
AL+ and AL- are determined by applying Equation (20), (21). For instance, based on
Table 4.57, in F11 criteria, the maximum value is 1 and the minimum value is 0.42, thus C11
criteria in AL+ is equivalent to 1 whereas this criteria in AL- value is set as 0.44. Other
values are determined similarly, shown in Table 4.58
Table 4.58: Positive ideal alternative and Negative ideal alternative of expert’s
assessment (Source: Calculated by Authors)
AL+ AL-
F11 1.00 0.42
F12 1.00 0.60
F13 1.00 0.49
F14 1.00 0.59
F21 1.00 0.47
F22 1.00 0.63
F23 1.00 0.64
F24 1.00 0.58
110
F31 1.00 0.48
F32 1.00 0.55
F33- 0.48 0.00
F41 1.00 0.46
F42- 0.56 0.00
F43 1.00 0.56
F51 1.00 0.50
F52 1.00 0.54
F61 1.00 0.61
F62 1.00 0.60
F63 1.00 0.64
F71 1.00 0.46
F72 1.00 0.41
F73 1.00 0.46
Step 6: Calculating the distance from each strategy to Al+ and Al- by using Equation
(22), (23) (Table 4.58)
Table 4.59: The distance of strategies to positive and negative ideal solution
(Source: Calculated by Authors)
Si+ Si-
ST1 0.26 0.31
ST2 0.31 0.46
ST3 0.51 0.26
ST4 0.43 0.27
ST5 0.26 0.43
As represented in Table 4.59, for ST1, and are calculated as
Step 7: Achieving the closeness coefficient calculated by Equation (24) (results in

Table 4.59) Hence, the order of strategies ranking is ST5 > ST2 >ST1 > ST4 >ST3.
Table 4.60: Closeness coefficient of strategies (Source: Calculated by Authors)
C Rank
ST1 0,55 3
ST2 0,60 2
ST3 0,34 5
111
ST4 0,39 4
ST5 0,63 1
Closeness coefficients calculate as:
The ranking of the strategies is based on the weight of the identified influencing
factors in Table 4.60. The TOPSIS method not only selects the best lychee export strategy
but also points out the level effects of each factor on strategies. There is a connection
between the results comparison step using the G-AHP method, factors related to quality and
post-harvest handling are given the highest weight and the results of the TOPSIS method
indicate that strategy ST5 related to improving the quality of Vietnam's exported lychees and
post-harvest handling is considered the most important strategy. After ST1, the order of
strategies is ST2 - Focus on research to capture the Chinese market > ST1 - Ensure logistic
processes and expand export routes > ST4 - Use digital marketing platforms and Chinese e-
commerce > ST3 - Leveraging trade agreements, building new partnerships with Chinese
importers. Therefore, in general, the quality of Vietnam's exported lychees is what survey
experts are most concerned about because product quality is the top criterion of the
destination export market. In recent Vietnamese lychee quality depends on factors such as
climate and differences in farming methods of each household (Bui & Isabelita, 2016)
4.3. Discussions
The study points out influencing factors and proposes appropriate strategies to
improve the quality of Vietnamese lychees exported to the Chinese market. This study
provides criteria for 7 groups and determines the weight of each group of influencing factors
and gives the highest weight to the standard according to Table 4.44, which is Quality and
post-harvest handling (F1) achieved the highest. rank, followed by the weight of Chinese
market (F2), ranked 3rd is Logistics and transportation (F4), then Business relations and
communication (F5), ranked 5th is Trade and regulation (F3). Then Financial management
(F6) and Sustainability and environment (F7) ranked last. Based on SWOT analysis, the
study proposes specific strategies according to their level of importance. The first is about
Enhance quality and product handling - Goods that meet food hygiene and safety standards
during and after harvest, high quality, good techniques ensure efficiency and create trust for
consumers. Next is Conduct research and collect market information on a large scale:
Monitoring market trends, supply and demand developments, consumer preferences and
competition in China. Identify opportunities for product differentiation to enhance product
and positioning in this market. Regarding Logistics and transportation: Ensuring technical
processes for export and cold storage of lychees to maintain inherent quality. Invest and
expand export routes to penetrate deeper into the Chinese market. Next is Develop strong
business relationships and leverage an e-commerce - Build strong relationships with
intermediaries, importers, distributors, regularly interact to understand the needs of offering
suitable products and customer satisfaction. Reach a broader consumer base through e-
commerce platforms in China, promoting advertising and brand-name campaigns for
112
Vietnamese lychees. Finally, take advantage of favorable trade agreements and partnerships -
Trade agreements and favorable partnerships between Vietnam and China, always update
changes in regulations and coordinate with competitive industry associations to try to support
lychee exports.
This finding is consistent with previous studies on Vietnam's lychee exports in
providing factors, influencing issues and suggesting effective solutions. The following are
some examples of research articles on export issues and general research on Vietnamese
lychees. As the article by Pham et al (2023) using the regression analysis method, we have
identified and researched factors affecting the production and export of lychee in Bac Giang
including: planning policy, infrastructure, production resource market, application. Science,
technology, and policies promote the development of the lychees production industry and the
application of GAP standards. This study has shown that the process of developing lychee
production areas according to GAP standards is facing many difficulties and obstacles. The
group proposed a model of linking lychee production and highlighted the government's role
in supporting and guiding people in each stage of tree care during the season, sharing
information on technology and standards. quality, creating effective supply chains, building
market information and promoting trade activities. Or as research by Do et al (2017)with
collecting data, it has been shown that the factors affecting lychee exports are problems in
marketing and distribution channels, which are linked factors in production, processing and
consumption. The group also proposed several solutions such as Implementing consistent
policies to encourage link formation; Enhance the role of local governments in promoting
linkage models; Enhance the proactiveness of farmers' cooperatives/cooperative groups;
Encourage transactions through agricultural contracts. Besides, there is another study on the
competitiveness of Vietnamese lychees by Nguyen and Lee (2020) with the Gravity models
method, it has proven that Vietnamese fruits have a comparative advantage when exporting
and pointed out factors affecting export ability such as price competition, consumers'
personal income, and the market. consumption, geographical distance, exchange rate,
agricultural area and competitors. Most of these research articles have pointed out the actual
situation and individual problems of Vietnam's lychee export process and proposed solutions,
through different research methods.
A study on PHL post-harvest losses in India by Raut et al (2018) with the use of the
analytic hierarchy process (AHP) to determine relative importance, along with the MCDM
multi-criteria decision-making tool. In addition, they also use the Structural Equation
Modeling (SEM) methodology. With the aim of to identify the crucial causal factors of PHL
in the fruits and vegetables (F&V) supply chain in the Indian context. Applying the above
methods can help achieve sustainability in balancing economic, social and environmental
aspects, helping to improve their agricultural supply chain (F&V).
Here, this research has also supplemented and provided new insights into devising
strategies according to the Swot model and using relatively new methods such as G-Delphi,
G-AHP, G-Topsis (MCDM model) to synthesize, compare, evaluate and rank influencing
factors. This study can be considered the first research article on the issue of exporting
Vietnamese lychees to the Chinese market through the above methods. The study shows that
combining these methods helps to better understand Vietnamese lychee production and
113
export by evaluating to select the optimal solution, which can help optimize the decision-
making process. under conditions of uncertainty and ambiguity. The findings also suggest
that future research on Vietnamese agricultural exports should focus on aspects that influence
the products and export processes of Vietnamese exporters and the drivers of improvement.
Developing and applying advanced solutions in Vietnam's agricultural industry. Addressing
the strategies proposed in the study will further improve the efficiency of Vietnam's
agricultural product export industry to foreign markets in general and the export of
Vietnamese lychees to China in particular. This sets the stage and creates the basis for
establishing more effective and sustainable policies and decisions to participate in export
investment. According to VTV, Bac Giang lychees are mainly exported to the Chinese
market (accounting for over 98% of total export output) (Dang, 2023).
According to the Ministry of Transport and Communications, Vietnam officially
exported fresh lychees by rail to China, opening a new transport channel and a new,
favorable direction for businesses, traders, and lychee producers Thieu Luc Ngan (Ky Nam,
2023) . According to Bac Giang department of science and technology, it is also seen that the
application of modern preservation technology such as Jural of Israel, CAS of Japan or
NANO technology and MAP membrane have been introduced and applied in Bac Giang.
Israeli drip irrigation technology is also applied in lychee growing in Luc Ngan district to
ensure quality and preservation procedures meet lychee export requirements (T. Do, 2022) .
Le et al (2021) figured out how to preserve fruit at cold temperatures to ensure freshness and
preliminary cleaning, combining refrigeration and cold storage at appropriate temperatures
for each type of fruit with other technological methods such as light soaking and controlled
packaging. In particular, Ta et al (2016) discovered that lychees were frozen with CAS and
stored in an air-conditioned refrigerator at -25 degrees Celsius to retain their volume,
freshness, flavor, skin color, and nutritional quality. nourishment. good nutrition. Therefore,
CAS is considered a promising new technology for the long-term preservation of lychees.
114
CHAPTER 5: CONCLUSIONS
5.1. Summary of findings & answer the research questions.
To evaluate the influencing factors and propose strategies for exporting Vietnamese
lychee to the Chinese market, the study answered the questions raised in program (Ngo &
Tran, 2016) questions were addressed as follows.
Question 1: What is the current status of exporting Vietnamese lychee fruits to the
Chinese market?
Advantages of Exporting Vietnamese Lychee:
The export of Vietnamese lychee to the Chinese market is marked by several distinct
advantages. First and foremost is the high quality and diversity of Vietnamese lychee fruits.
Vietnam has established a reputation for producing lychees that meet sentient quality
standards, such as VietGAP and GlobalGAP. These lychees are known for their exceptional
taste, aroma, and texture, setting them apart from other offerings. This quality is attributed to
favorable climatic conditions, limited exposure to natural disasters, and the geographic
expertise in lychee cultivation. In 2023, Luc Ngan alone has a lychee growing area of over
17.3 thousand hectares (an increase of more than 1.6 thousand hectares compared to 2022),
with an estimated output of 98 thousand tons (H. Nguyen, 2023a). In addition to fresh
consumption, lychees are processed into many products, contributing to the diversity of local
agricultural products. The combination of quality and quantity provides Vietnamese lychee
with a significant competitive advantage in the Chinese market, where consumers place a
premium on freshness and flavor. Furthermore, Vietnam enjoys a favorable geographical
location, with its proximity to China offering logistical advantages. The short road transit
times means that Vietnamese lychees can reach the Chinese market rapidly and in a fresh
condition, making them highly appealing to consumers. In recent years, projects and plans
have been implemented to further simplify the transportation process, and the state and
export businesses have coordinated implementation, including the use of specialized ships
deep into the domestic market (Ky Nam, 2023) and this impacts on improving operations at
the border gate to make it easier and faster to bring lychees closer to the market center. This
not only expedites the flow of lychees to China but also reduces transportation costs, helping
Vietnamese lychees maintain a competitive edge in terms of price while preserving their
quality. In addition, Vietnam's agricultural exports, including lychees, will enjoy import-
export tax incentives to China thanks to the relationship policies between the two countries
(nhandan.vn, 2023). Contributes to facilitating import activities as importers and exporters
have more profits, reducing financial burdens, and this tax incentive policy also encourages
businesses to participate in the export market lychees and Vietnamese agricultural products.
Additionally, favorable weather conditions in Vietnam, particularly in the northern, southern,
and central regions, provide a favorable environment for lychee cultivation. The hot, humid
summers, abundant rainfall, and cold, dry winters, combined with rich soils in
macronutrients, create the ideal conditions for lychee trees to flourish. These conditions also
make it easy to transition unproductive lands into lychee orchards, a vital component of
achieving standards such as VietGAP, ensuring that the lychees adhere to the stringent
requirements of international markets.
Disadvantages of Exporting Vietnamese Lychee:
115
While Vietnamese lychee holds considerable promise in the Chinese market, several
notable challenges pose limitations. One of the key challenges is the seasonal availability of
lychees. The lychee harvest is characterized by a limited season that typically lasts only a few
months. This seasonal constraint can lead to supply fluctuations and presents a significant
challenge in meeting the year-round demand in the Chinese market for fresh lychees.
Managing production, storage, and supply chains carefully to ensure a stable, year-round
supply is essential. New standards set by Chinese partners, in terms of quality and safety,
have many changes, making the technical process difficult to adapt and become more
difficult than ever (dantri.com.vn, 2019). Exploring preservation techniques that extend the
shelf life of lychees is another avenue that Vietnamese exporters can explore to address this
challenge. Another limitation stems from the insufficient storage facilities and cold chain
infrastructure in Vietnam. Maintaining the quality and freshness of lychees is paramount for
successful exports. However, the country's warehousing and cold chain infrastructure may
not be sufficiently developed to support the export of perishable goods like lychees. This
insufficiency in storage facilities and cold chain infrastructure can result in quality
deterioration and increased waste during transportation (L. Vu, 2021). Specifically, in 2021,
many types of agricultural and aquatic products are at risk of being stagnant and difficult to
sell because the number of cold storages cannot meet the needs of timely preservation and
processing, which directly affects the competitiveness of Vietnamese lychee exports.
Addressing this challenge will require significant investments in infrastructure and logistics
to enhance the entire supply chain and minimize quality degradation during transportation.
The frequent export of small businesses will also affect their deep access to the central
market of this country, and it will be difficult for businesses to deploy the Vietnamese lychee
brand further in this market. Furthermore, the chain management of import-export activities
and meeting the global supply chain, chain link models in the province are still quite loose
(tuyenquang.gov.vn, 2018), these are also huge difficulties that export enterprises face. Long-
term and urgent strategies are needed to solve this difficult problem.
In conclusion, exporting Vietnamese lychee to China offers access to a massive
market and economic opportunities, but it comes with challenges related to quality standards,
competition, and logistical issues. To succeed in the Chinese market, it's essential to
prioritize quality control, understand and adapt to market dynamics, and navigate regulatory
requirements effectively. Additionally, managing price volatility and building strong
relationships with Chinese distributors and partners can contribute to successful exports.
Question 2: What factors influence Vietnam’s lychee export to the China market and
which one has the most at least influence?
In this study, the G-Delphi and G-AHP methods are used to determine factors
affecting Vietnam's lychee exports to China. Seven main groups of criteria were established
to evaluate different aspects of Vietnam's lychee exports. These groups include Quality and
post-harvest handling, China market, Trade and regulation, Logistics and transportation,
Business relations and communications, Financial management, Sustainability and other
factors. environmental factor. The study employed a comprehensive analysis, and the results
were presented in Table 4.44, which outlines the primary criteria, sub-criteria, and their
respective rankings based on their associated weights.
The findings revealed that the most important factor affecting Vietnam's lychee
exports to China is "Quality and post-harvest handling" (F1), which carries the highest
116
weight at 0.2762. This element emphasizes the significance of achieving ideal lychee quality
to match consumer preferences and high-quality standards in markets like China. It
comprises lychee quality qualities such as color, size, texture, aroma, flavor, and sugar
content. In order to preserve freshness and quality, post-harvest processing also entails
packaging, temperature control, humidity regulation, and effective transportation. The two
least significant factors in lychee exports to China are "Environmental sustainability factors"
(F7) and "Financial management" (F6), with weights of 0.0540 and 0.0782, respectively,
signifying their relatively lower impact within the context of Vietnam's lychee exports. In
financial management, decisions are made, and resources are allocated for economic
sustainability; in environmental sustainability, the goal is to minimize ecological damage
while preserving economic viability.
"Chinese market" (F2), which has a weight of 0.2099, is the second most important
factor. Consumer preferences, cultural aspects, and economic dynamics all play a role in
China's dynamic fruit industry. China's demand for fruits, especially lychee, is rising as a
result of the country's expanding population and developing urbanization. To successfully
navigate this market, one must have a solid understanding of the quality requirements,
regulatory structure, and regional preferences. Despite having a lower weight of 0.1451
"Logistics and transportation" (F4) is listed as the third most essential component. For
lychees to flow smoothly from their point of origin to their final destination and be delivered
to customers on time, efficient logistics and transportation systems are essential. The fourth
most significant factor, "Business relations and communication" (F5), has a weight of 0.1225.
Building confidence, facilitating international trade, and resolving issues with quantity,
quality, and pricing all depend on the establishment of solid business partnerships and
efficient communication channels. Fifth place goes to "trade and regulation" (F3), which has
a weight of 0.1141. Navigating the legal and regulatory environment for fruit exports entails
adhering to trade agreements, international standards, and phytosanitary regulations.
Question 3: What strategies should be chosen to improve the competitiveness of
Vietnamese lychees when exporting to the Chinese market?
After selecting and evaluating the weights for factors using the G-AHP method, the
author selects issues related to each group of factors to propose strategies. The study pointed
out notable issues including logistics service issues, barriers to accessing the Chinese market,
and quality issues of exported lychees. Therefore, there were 5 proposed strategies such as
ST1 - Ensuring logistic processes and expanding export routes; ST2 - Focusing on research
to capture the Chinese market, ST3 - Taking advantage of trade agreements, build new
partnerships with Chinese importers, ST4 - Using Chinese digital marketing and e-commerce
platforms, ST5 - Focusing on improving lychee quality and post-harvest preservation.
Among the proposed strategies, experts appreciated the strategy to improve lychee
quality and handling post-harvest the most. The quality of Vietnamese lychees is considered
good, but the quality of each lychee batch is not the same. Besides, in order to be able to
compete in serving a large market like China, growing lychees solely based on natural
advantages will face many risks due to natural impacts. As a result, manufacturers must
employ technology in planting and harvesting to assure consistent lychee quality, as well as
117
traceability technology to provide transparency and safety for customers, in order to boost
competitiveness after selecting and evaluating the weights for factors using the G-AHP.
5.2. Conclusion
This thesis has delved into the field of exporting Vietnamese lychees to the large and
dynamic Chinese market. With a focus on a comprehensive assessment of influencing factors
and proposed export strategies, this study contributes valuable insights that can shape the
future of this agricultural trade. The results of this study have shed light on the countless
factors that influence the competitiveness and success of Vietnamese lychees exported to
China. The use of research methods such as G-Delphi, G-AHP, and G-TOPSIS has provided
a structured framework to evaluate factors affecting lychee exports. The proposed strategies
concentrate on the matters of branding, quality controlling, customer-concentration approach,
taking advantage of trade agreements, and transportation supplier outsourcing. These
strategies can significantly enhance the competitive capabilities of Vietnamese lychees in the
Chinese market.
In a rapid international trade growth, the success of agricultural exportation, such as
Vietnamese lychees to China, depends on adaptability and improvement. In asserting
agriculture Vietnam products position, this research demonstrates the country's ability to
deliver high-quality agricultural products to a demanding worldwide market. By
implementing those strategies, Vietnamese lychee exports will not only acquire a competitive
edge but will also play an important part in improving the reputation and awareness of
Vietnamese agricultural goods across the world. In conclusion, the process of exporting
Vietnamese lychees to the Chinese market is a development of quality, innovative capacity,
and long-term strategies This thesis is significant research for Vietnamese exporters to build
up the profitable value in international trade.
5.3. Implication
5.3.1. Theoretical Implications
This research has important theoretical implications related to competitiveness
assessment and policy making. First, this study introduces a pioneering approach to evaluate
factors affecting Vietnam's lychee exports using the MCDM multi-criteria analysis model.
While G-Delphi identifies factors affecting lychee exports and G-AHP determines the weight
and importance of factors, including Quality and post-harvest handling, Chinese market,
Trade and regulation, Logistics and transportation, Business relations and communication,
Financial management, Sustainability and environmental factors, G-TOPSIS evaluates the
proposed strategies based on the SWOT model. By combining these indicators, this study
provides a comprehensive understanding of the factors driving the competitiveness of
Vietnamese lychee exports. It is considered a groundbreaking effort to assess the competitive
landscape of Vietnamese lychees in the Chinese market.
Furthermore, this study's focus on Vietnamese lychee contributes a valuable
perspective to the existing literature on the competitiveness of Vietnamese agricultural
products. While previous research mainly focused on the world agricultural product industry
in general and Vietnamese agricultural products in particular (T. M. Ngo & Tran, 2016). This
study emphasizes the competitive strength of Vietnamese lychees in the Chinese market.
118
Notably, the factors of Quality and post-harvest handling, Chinese market, Logistics and
transportation emerged as the factors with the highest weight in the competitiveness,
emphasizing the building of potential export strategies based on these factors. These findings
provide valuable insights for exporters, policymakers and investors, shedding light on the
untapped potential and investment opportunities in Vietnamese Lychee. In summary,
identifying influencing factors and exploring strategies based on the SWOT model for lychee
exports from Vietnam to China provides a comprehensive perspective on competition, policy
planning at the same time and provides valuable insights into the multifaceted landscape of
modern exporting.
5.3.2. Managerial Implications
The assessment of influencing factors and proposed strategies for exporting
Vietnamese lychees to the Chinese market researched in this thesis have important
management implications for many stakeholders such as exporters, manufacturers, investors,
policy makers and managers. For lychee exporters, this study provides a comprehensive
understanding of the multifaceted factors that impact their success in the highly competitive
Chinese market. G-Delphi and G-AHP help recognize and determine the importance of these
factors, so that exporters can adjust their strategies, enhance their competitiveness and adjust
to the international trade landscape. Furthermore, G-TOPSIS evaluates production strategies
based on the SWOT model to help optimize market penetration and ensure the quality of
Vietnamese lychees. Like the strategy "Focusing on improving lychee quality and post-
harvest preservation", exporters can focus on lychee quality management and food safety.
Exporters can invest in technology, product quality management systems, and quality control
to meet China's strict standards. It is also possible to research and develop new lychee
varieties or products processed from lychees to create unique products, suitable to the needs
of the Chinese market. For the "Focusing on research to capture the Chinese market"
strategy, exporters need to establish a market research structure to capture information about
consumption trends and Chinese consumer requirements. Or use marketing and advertising
campaigns to effectively promote Vietnamese lychee brands in the Chinese market.
Regarding the strategy of "Ensuring logistic processes and expanding export routes",
exporters can find ways to integrate the international food supply chain to take advantage of
Chinese market opportunities and optimize costs. Exporters can use these strategies as
practical guides to take advantage of the opportunities the Chinese market offers.
Investors interested in the lychee export sector, especially in Vietnam, gain valuable
insights from this research. By comprehensively analyzing the factors that influence the
success of lychee exports, investors can make informed decisions about their financial
commitments. They can identify niches and opportunities in export markets, allocate
resources strategically and minimize potential risks. The research results provide investors
with a nuanced perspective, helping them contribute to the development of the lychee
industry in Vietnam. Policy makers and managers can draw essential insights from this study.
For policymakers, these findings highlight the need for continued investment in post-harvest
handling and quality control measures. To ensure that lychee exports maintain an upward
trajectory, policies to support infrastructure development and ensure quality are very
119
important. Furthermore, understanding the importance of marketing and branding strategies
can guide the development of policies that encourage industry modernization.
In summary, by addressing the complex dynamics of lychee exports from Vietnam to
the Chinese market, this study provides a multifaceted blueprint for achieving success.
Whether it is exporters looking to improve competitiveness, investors exploring
opportunities, policymakers shaping industry regulations, these implications highlight the
potential Vietnam's lychee exports and the agricultural sector in general are thriving on the
global stage.
5.4. Limitations and suggestions for future works
Although the study provides an overview of the lychee export strategy in Vietnam, it
still has some limitations. First, the utilization of MCDM models such as G-Delphi, G-AHP,
and G-TOPSIS in this research has proven highly effective in generating strategies, providing
valuable insights for lychee exports. However, the actual data that these techniques are
applied to often show an array of complexities, including imprecision and heterogeneity.
These complexities including interval numbers or grey numbers, can present challenges when
implementing these methodologies. Additionally, the study only focused on a small group of
the surveyed 15 experts in the lychee exportation area, which may lead to a lack of coverage
of the country's overall lychee exportation. Besides, the thesis only researched the Chinese
market as the targeted market, without considering other potential ones. Next, the study
proposes solutions to current problems, but the issue of the applicability of the proposed
strategies is still under consideration in the empirical situation. Finally, the research
recommended solutions to present difficulties without forecasting future dangers such as the
fluctuation in the global market, natural disasters, global diseases, or climatic changes that
might alter the quality of lychees. Therefore, in the future, importers must consider changes
to adjust strategies to suit situations that may occur in the future.
In terms of future works, the lychee exportation updates and changes will make future
research more realistic. Other quantitative research methods can also make the research more
practical. Besides, the following research can broaden the research scope to contribute further
insight into lychee exportation.
120
APPENDICES
Table A1. LIST OF EXPERTS
No Gender Age Education level Year of experience in the export job
1 Male 36-40 years old Bachelor’s 11-20 years
2 Male 41-45 years old PhD 11-20 years
3 Male 41-45 years old PhD 21-30 years
4 Female 46-50 years old Master More than 30 years
5 Female 46-50 years old Master 21-30 years
7 Male 41-45 years old Master 21-30 years
9 Male 46-50 years old Master More than 30 years
10 Female 46-50 years old PhD More than 30 years
11 Male Over 55 years old PhD More than 30 years
12 Male 46-50 years old PhD More than 30 years
15 Male 46-55 years old Master More than 30 years
Explanation: Because we only asked experts about two types of work for the import-
export industry, like teaching/research or operations, their job positions in the demographic
section can be missed.
121
GREY DELPHI SURVEY
Research project: Prioritising SWOT strategies for competitiveness and success of

exporting litchi fruit from Vietnam to the Chinese market: A Driven- Data Grey MCDM.
Purpose: Identifying crucial factors for the Vietnamese lychee's exportation to the
Chinese market and line those factors up by its importance level.
Section 1: General Information
What is your gender?

" 1 (Male) - 2 (Female) - 3 (Other) "
How old are you?

" 1 (18 - 25 years old) - 2 (26 - 35 years old) - 3 (36 - 45 years old) - 4 (46 - 55 years old) - 5
(Over 55 years old) "
What is your education level?

" 1 (Bachelor's) - 2 (Master's) - 3 (PhD) - 4 (Other) "
How many years of experience do you have in the industry?

" 1 - (More than 10 years) - 2 (11 - 20 years) - 3 (21 - 30 years) - 4 (more than 30 years) "
What is your job?

● Teaching/Researching import-export.
● Operating in the field of import and export
Section 2: Factors assessments

The respondent is asked to consider expressing his/her opinion and level of agreement
on these. They must select the number in the box corresponding to their assessments.
No important Low important Medium important High important Very high important
0 1 2 3 4
1. Quality and post-harvest handling
No Quality and post-harvest handling Rate
122
1 Seed and quality standards
2 Post-harvest handling
3 Traceability and food safety
4 Product testing
. Chinese market
No Chinese market Rate
1 Customer trends
2 Competitors and substitute products

available
3 Distribution channels and locations
4 Branding and marketing
. Trade and regulation
No Trade and regulation Rate
1 Trademark ownership
2 Trade Agreements
3 Government policies
4 Exchange rate
5 Tariffs and duties
6 Export financing
. Logistics and transportation
123
No Logistics and transportation Rate
1 Transportation infrastructure
2 Export procedures
3 Delivery delay
4 Shipping method
5. Business relations and communication
No Business relations and communication Rate
1 Market intermediary
2 Language and cultural barriers
3 Build a relationship
4 Communication channel
5 Network and cooperation
. Financial management
No Business relations and communication Rate
1 Cost analysis
2 Pricing strategy
3 Financial planning
4 Risk assessment
5 Payment methods
6 Insurance
. Sustainability and environmental factors
124
No Sustainability and environmental factors Rate
1 Control of pesticides and pests
2 Practice sustainable farming
3 Carbon emissions
4 Waste management
5 Plant conservation
*Note: The questionnaire survey can be accessed via link:

https://form.jotform.com/233064468811457
125
GREY AHP SURVEY
on each pair of factors. (VHI =very high important, HI = high important, MI = medium
important, I= important). They must mark (x) the box corresponding to their assessments.
9 7 5 3 1 3 5 7 9
Factor F1 F1 HI F1 MI F1 I F1 F2 I F2 MI F1 HI F1 Factor
1 VHI than thanF2 than = than than than VHI 2
than F2 F2 F2 F1 F1 F2 than
F2 F2
Section 1: The main factors we selected include.
F1 - Lychee quality and post-harvest handling

F2 - Distribution market in China
F3 - Trade and regulation
F4 - Logistics and transportation
F5 - Business relations and communication
F6 - Financial management
F7 - Sustainability and environmental factors
Compare pairs of main factors related to lychee export activities.
Factor 1 9 7 5 3 1 3 5 7 9 Factor 2
F1 - Lychee quality and post- F2 - Distribution market in

harvest handling China
F1 - Lychee quality and post- F3 - Trade and regulations

harvest handling
F1 - Lychee quality and post- F4 - Logistics and

harvest handling transportation
F1 - Lychee quality and post- F5 - Business relations and

harvest handling communication
126
F1 - Lychee quality and post- F6 - Financial management
harvest handling
F1 - Lychee quality and post- F7 - Sustainability and

harvest handling environmental factors
F2 - Distribution market in F3 - Trade and regulation

China
F2 - Distribution market in F4 - Logistics and

China transportation
F2 - Distribution market in F5 - Business relations and

China communication
F2 - Distribution market in F6 - Financial management

China
F2 - Distribution market in F7 - Sustainability and

China environmental factors
F3 - Trade and regulation F4 - Logistics and

transportation
F3 - Trade and regulation F5 - Business relations and

communication
F3 - Commerce and F6 - Financial management

regulation
F3 - Trade and regulation F7 - Sustainability and

127
F4 - Logistics and F5 - Business relations and
transportation communication
F4 - Logistics and F6 - Financial management

transportation
F4 - Logistics and F7 - Sustainability and

transportation environmental factors
F5 - Business relations and F6 - Financial management

communication
F5 - Business relations and F7 - Sustainability and

communication environmental factors
F6 - Financial management F7 - Sustainability and

Section 2: Compare the sub-factor that affects Lychee export.
Compare pairs of sub-factors of the main factor

F1 - Lychee quality and post-harvest handling
Factor 1 9 7 5 3 1 3 5 7 9 Factor 2
F11 - Seeds and quality F12 - Post-harvest handling

standards (storage, packaging,
preservation, sorting,
grading, etc)
F11 - Seeds and quality F13 - Traceability and food

standards safety
F11 - Seeds and quality F14 - Product testing

standards
128
F12 - Post-harvest handling F13 - Traceability and food
(storage, packaging, safety
grading, etc)
F12 - Post-harvest handling F14 - Product testing

(storage, packaging,
grading, etc)
F13 - Traceability and food F14 - Product testing

safety

F2 - Chinese market
Factor 1 9 7 5 3 1 3 5 7 9 Factor 2
F21 - Customer taste / F22 - Competitors and

available substitutes in China
F21 - Customer taste F23 - Choosing distribution

channels and locations
(direct, indirect, via e-
platform)
F21 - Customer taste F24 - Branding and

marketing
F22 - Competitors and F23 - Choosing distribution

available substitutes in channels and locations
China (direct, indirect, via e-
platform)
F22 - Competitors and F24 - Branding and

available substitutes in marketing
China
F23 - Choosing distribution F24 - Branding and
129
channels and locations marketing
(direct, indirect, via e-
platform)

F3 - Trade regulation and policies
Factor 1 9 7 5 3 1 3 5 7 9 Factor 2
F31 - Trade agreements F32 - Government policies
F31 - Trade agreements F33 - Exchange rate
F32 - Government policies F33 - Exchange rate

F4 - Logistics and transportation:
Factor 1 9 7 5 3 1 3 5 7 9 Factor 2
F41 - Export procedures F42 - Delivery delay
F41 - Export procedures F43 - Shipping methods
F42 - Delivery delay F43 - Shipping methods

F5 - Business relations and communication:
Factor 1 9 7 5 3 1 3 5 7 9 Factor 2
F51 - Communication F52 - Networks and

channels cooperation
130
F6 - Financial management:
Factor 1 9 7 5 3 1 3 5 7 9 Factor 2
F61 - Pricing strategy F62 - Financial planning
F61 - Pricing strategy F63 - Risk assessment
F62 - Financial F63 - Risk assessment

planning

F7 - Sustainability and environmental factors:
Factor 1 9 7 5 3 1 3 5 7 9 Factor 2
F71 - Control of pesticides F72 - Sustainable farming

and pests practices
F71 - Control of pesticides F73 - Plant conservation

and pests
F72 - Sustainable farming F73 - Plant conservation

practices

131
TOPSIS SURVEY
on the level of importance of each factor to each defined strategy. The following are
suggested strategies.
1. ST1 - Ensuring logistic processes and expanding export routes.
2. ST2 - Focusing on research to capture the Chinese market.
3. ST3 - Taking advantage of trade agreements, build new partnerships with
Chinese importers.
4. ST4 - Using Chinese digital marketing and e-commerce platforms.
5. ST5 - Focusing on improving lychee quality and post-harvest preservation.
The level of assessment on these
No important Low important Medium important High important Very high important
1 2 3 4 5
The respondents must select the number in the box corresponding to their
assessments.
ST1 ST2 ST3 ST4 ST5
F11 - Seed and quality standards
F12 - Post-harvest handling (storage, packaging,

preservation, sorting, grading, etc.)
F13 - Traceability and food safety
F14- Product testing
F21 - Customer tastes
F22 - Competitors and substitutes are available in China
F23 - Select distribution channels and locations (direct,

indirect, via e-commerce platform)
F24 - Branding and marketing
132
F31 - Trade agreements
F32 -Government policies
F33 - Exchange rate
F41 - Export procedures
F42 - Delivery delay
F43 - Shipping method
F51 - Information communication channel
F52 - Networking and collaboration
F61 - Pricing strategies
F62 - Financial planning
F63 - Risk assessment
F71 - Control pesticides and pests
F72 - Practice sustainable farming
F73 - Plant conservation

133
REFERENCES
Abel-Koch, J. (2013). Who Uses Intermediaries in International Trade? Evidence from Firm-level Survey
Data. The World Economy, 36(8), 1041–1064. https://doi.org/10.1111/TWEC.12025
aecvcci.vn. (2002). ASEAN – China (ACFTA). https://aecvcci.vn/aec-cong/p53.htm
Ahadi, P., Fakhrabadi, F., Pourshaghaghy, A., & Kowsary, F. (2023). Optimal site selection for a solar power
plant in Iran via the Analytic Hierarchy Process (AHP). Renewable Energy, 215, 118944.
https://doi.org/10.1016/J.RENENE.2023.118944
Ait Hou, M., Grazia, C., & Malorgio, G. (2015). Food safety standards and international supply chain
organization: A case study of the Moroccan fruit and vegetable exports. Food Control, 55, 190–199.
https://doi.org/10.1016/J.FOODCONT.2015.02.023
Ali, A., Xia, C., Ouattara, N. B., Mahmood, I., & Faisal, M. (2021). Economic and environmental
consequences’ of postharvest loss across food supply Chain in the developing countries. Journal of
Cleaner Production, 323, 129146. https://doi.org/10.1016/J.JCLEPRO.2021.129146
Alicia, R. (2023). Qu’est-ce que l’analyse SWOT ? Exemples et méthode [2023] • Asana.
https://asana.com/fr/resources/swot-analysis
Amasuomo, E., & Baird, J. (2016). The Concept of Waste and Waste Management. Journal of
Management and Sustainability, 6(4), 88. https://doi.org/10.5539/JMS.V6N4P88
Amin, M., & Saad, J. (2019). (4) (PDF) Grey Multiple Criteria Decision Making Methods: A Literature
Review.
https://www.researchgate.net/publication/332858239_Grey_Multiple_Criteria_Decision_Making_
Methods_A_Literature_Review
An Ngoc. (2022). What effect will the weather in May and June 2022 have on lychee harvest?
https://weatherplus.vn/thoi-tiet-thang-5-thang-6-nam-2022-co-anh-huong-gi-toi-thu-hoach-vai-
thieu
Anam, A., & Muhammad, S. (2018). An Overview of Fruits and Vegetables Trade of China. International
Journal of U- and e- Service, Science and Technology, 11(1), 33–44.
https://doi.org/10.14257/IJUNESST.2018.11.1.03
Anibaldi, R., Rundle-Thiele, S., David, P., & Roemer, C. (2021). Theoretical underpinnings in research
investigating barriers for implementing environmentally sustainable farming practices: Insights from
a systematic literature review. Land, 10(4), 386. https://doi.org/10.3390/LAND10040386/S1
Baker, T. N., & Capel, D. P. (2011). Environmental Factors That Influence the Location of Crop Agriculture
in the Conterminous United States. https://pubs.usgs.gov/sir/2011/5108/
Banomyong, R., Thai, V. V., & Yuen, K. F. (2015). Assessing the National Logistics System of Vietnam. The
Asian Journal of Shipping and Logistics, 31(1), 21–58. https://doi.org/10.1016/J.AJSL.2015.03.002
baochinhphu.vn. (2023). More markets are open to Vietnamese lychees. https://baochinhphu.vn/them-

nhieu-thi-truong-rong-cua-voi-qua-vai-viet-nam-10223053119274216.htm
134
baodantoc.vn. (2021). Vietnamese agricultural products are popular in the Chinese market | Ethnicity and
Development Newspaper. https://baodantoc.vn/nong-san-viet-duoc-ua-chuong-tai-thi-truong-trung-
quoc-1631844147518.htm
Barbosa, P. I., Szklo, A., & Gurgel, A. (2022). Sugarcane ethanol companies in Brazil: Growth challenges
and strategy perspectives using Delphi and SWOT-AHP methods. Biomass and Bioenergy, 158,
106368. https://doi.org/10.1016/J.BIOMBIOE.2022.106368
Basar, O. (2014). A decision model for information technology selection using AHP integrated TOPSIS-
Grey: The case of content management systems. Knowledge-Based Systems, 70, 44–54.
https://doi.org/10.1016/J.KNOSYS.2014.02.010
Belay, S. (2013). Export-Import Theory, Practices, and Procedures - Belay Seyoum - Google Sách.
https://books.google.com.vn/books?hl=vi&lr=&id=cU5JAgAAQBAJ&oi=fnd&pg=PP1&dq=Export-
import+theory,+practices,+and+procedures&ots=saF1GJ3UkX&sig=mZmJ3XAwKeAFAm41Y4WU_I0u
Xg0&redir_esc=y#v=onepage&q=Export-
import%20theory%2C%20practices%2C%20and%20procedures&f=false
Chen, M. K., & Wang, S.-C. (2010). The critical factors of success for information service industry in
developing international market: Using analytic hierarchy process (AHP) approach. Expert Systems
with Applications, 37(1), 694–704. https://doi.org/10.1016/J.ESWA.2009.06.012
Cheraghalizadeh, R., Olya, H., & Tumer, M. (2021). The effects of external and internal factors on
competitive advantage—moderation of market dynamism and mediation of customer relationship
building. Sustainability (Switzerland), 13(7). https://doi.org/10.3390/SU13074066
Choudhary, T. (2013). 21 Amazing Benefits Of Litchi (Lychees) For Skin, Hair, And Health.
https://www.stylecraze.com/articles/amazing-health-benefits-of-litchis/
Chuong Phuong. (2022). Exports to China dropped sharply, fruit and vegetable industry changed direction
- Vietnam & World Economic Life. VN Business. https://vneconomy.vn/xuat-khau-sang-trung-quoc-
giam-manh-nganh-rau-qua-chuyen-huong.htm
Craig, J. F., Katherine, L. P., & Neville, A. S. (2020). A Delphi study of human factors methods for the
evaluation of adaptation in safety-related organisations. Safety Science, 131, 104933.
https://doi.org/10.1016/J.SSCI.2020.104933
Dalkey, N. (1969). An experimental study of group opinion: The Delphi method. Futures, 1(5), 408–426.
https://doi.org/10.1016/S0016-3287(69)80025-X
Dalkey, N., & Helmer, O. (1963). An Experimental Application of the DELPHI Method to the Use of Experts.
Https://Doi.Org/10.1287/Mnsc.9.3.458, 9(3), 458–467. https://doi.org/10.1287/MNSC.9.3.458
Damrongpol, K. (2022). Quality, Safety and Sustainability in fresh fruit distribution : a case study of Thai
fresh fruit exported to China. https://theses.hal.science/tel-03671211/document
Dang, A. (2023). Bac Giang collected more than 6,800 billion VND from the lychee crop in 2023.
https://vtv.vn/kinh-te/bac-giang-thu-hon-6800-ty-dong-tu-vu-vai-thieu-nam-2023-
20230720193958767.htm
135
dangcongsan.vn. (2017). China with the goal of signing Free Trade Agreements (FTAs).
https://dangcongsan.vn/kinh-te-va-hoi-nhap/trung-quoc-voi-muc-tieu-ky-ket-cac-hiep-dinh-thuong-
mai-tu-do-fta-438118.html
dantri.com.vn. (2019). Exporting lychee: China makes it difficult, do farmers plan to stop? | Dan Tri
Newspaper. https://dantri.com.vn/kinh-doanh/xuat-khau-vai-thieu-trung-quoc-lam-kho-nong-dan-
co-dinh-thoi-20190530185615190.htm
Deardorff, V. A. (1985). RESEARCH SEMINAR IN INTERNATIONAL ECONOMICS Comparative Advantage and

International Trade and Investment in Services.
https://fordschool.umich.edu/rsie/workingpapers/PPP1-25/ppp5.pdf
Deng, J. (1988). Introduction to Grey System Theory.

https://uranos.ch/research/references/Julong_1989/10.1.1.678.3477.pdf
Do, T. (2022). Bac Giang applies digital technology, proactively plans to consume and export lychee crop in
202. https://ictvietnam.vn/bac-giang-ung-dung-cong-nghe-so-chu-dong-phuong-an-tieu-thu-va-
xuat-khau-vu-vai-thieu-2022-21809.html
Do, T. M. H., Nguyen, A. T., Tran, H. C., Do, Q. G., Anh, L. H., & Nguyen, V. P. (2017). Problems in
Marketing Channels of Lychee: Case Study in Luc Ngan District, Northern Vietnam. Greener Journal
of Agricultural Sciences, 7(2), 039–046. https://doi.org/10.15580/GJAS.2017.2.021317024
Doan Dai. (2021). Luc Ngan: Develop 2 scenarios for lychee consumption in 2021.
http://baobacgiang.com.vn/bg/luc-ngan/tin-tuc-su-kien/355481/luc-ngan-xay-dung-2-kich-ban-tieu-
thu-vai-thieu-nam-2021.html
doanhnhantrevietnam.vn. (2023). Not yet in the main season, Vietnamese lychees have been pressured by
Chinese traders. https://doanhnhantrevietnam.vn/chua-vao-chinh-vu-vai-thieu-viet-nam-da-bi-
thuong-lai-trung-quoc-ep-gia-d19599.html
Dong, Q., & Pham, T. X. H. (2019). Comparative study on international competitiveness of fruit products
between Vietnam and ASEAN countries. Tapchicongthuong.Vn. https://tapchicongthuong.vn/bai-
viet/comparative-study-on-international-competitiveness-of-fruit-products-between-vietnam-and-
asean-countries-67019.htm
Duong, Di. T. (2020). Expecting lychee in the Central Highlands. http://baotnvn.vn/tin-tuc/Phong-

su/7556/Ky-vong-vai-thieu-tren-dat-Tay-Nguyen
Duong, M., Holmes, J. M., Strutt, A., & Lim, S. (2019). EFFECTS OF TRADE AGREEMENTS AND FOREIGN
DIRECT INVESTMENT ON TRADE: EVIDENCE FROM VIETNAM. International Journal of Economics and
Financial Issues, 9(3), 116–126. https://doi.org/10.32479/IJEFI.7767
Duong, Q. (2022). China cancels the “Zero-COVID” policy and its impacts on Vietnam.
https://thitruongtaichinhtiente.vn/trung-quoc-huy-bo-chinh-sach-zero-covid-va-nhung-tac-dong-toi-
viet-nam-43802.html
Dymova, L., Sevastjanov, P., & Tikhonenko, A. (2013). An approach to generalization of fuzzy TOPSIS
method. Information Sciences, 238, 149–162. https://doi.org/10.1016/J.INS.2013.02.049
136
favri.org.vn. (2011). Thanh Ha lychee production process according to VietGAP.
http://www.favri.org.vn/index.php/en/sa-n-pha-m-khcn/ca-y-n-qua/gia-ng/99-quy-trinh-s-n-xu-t-v-
i-thi-u-thanh-ha-theo-vietgap
Giovannucci, D. (2007). Basic Trade Finance Tools: Payment Methods in International Trade.
https://papers.ssrn.com/abstract=996765
Girish, B. (2018). Multi Criteria Decision Making (MCDM) Methods and its applications. International
Journal for Research in Applied Science and Engineering Technology, 6(5), 899–915.
https://doi.org/10.22214/IJRASET.2018.5145
Gong, B. (2018). Interstate competition in agriculture: Cheer or fear? Evidence from the United States and
China. Food Policy, 81, 37–47. https://doi.org/10.1016/J.FOODPOL.2018.10.001
Gornall, J., Betts, R., Burke, E., Clark, R., Camp, J., Willett, K., & Wiltshire, A. (2010). Implications of climate
change for agricultural productivity in the early twenty-first century. Philosophical Transactions of
the Royal Society B: Biological Sciences, 365(1554), 2973. https://doi.org/10.1098/RSTB.2010.0158
Grath, A. (2012). The handbook of international trade and finance. 212.

https://books.google.com/books/about/The_Handbook_of_International_Trade_and.html?hl=vi&id=H7JJ
5jSXdeoC
Grozdanovska, V., Bojkovska, K., & Jankulovski, N. (2017). (4) (PDF) FINANCIAL MANAGEMENT AND
FINANCIAL PLANNING IN THE ORGANIZATIONS.
https://www.researchgate.net/publication/372861746_FINANCIAL_MANAGEMENT_AND_FINANCIA
L_PLANNING_IN_THE_ORGANIZATIONS
gso.gov.vn. (2023). AGRICULTURAL DEVELOPMENT CHALLENGES IN THE FIRST MONTHS OF THE YEAR.
https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2023/04/thach-thuc-phat-trien-nong-nghiep-
nhung-thang-dau-nam/
Guo, H., Liu, Y., Shi, X., & Chen, Z. K. (2020). The role of e-commerce in the urban food system under
COVID-19: lessons from China. China Agricultural Economic Review, 13(2), 436–455.
https://doi.org/10.1108/CAER-06-2020-0146
Ha Anh. (2023). Lychee fruit is ready to “export.” https://nhandan.vn/trai-vai-thieu-san-sang-xuat-ngoai-

post755061.html
haiquanonline.com. (2023). China - Vietnam"s largest trading partner. Customs News.

https://english.haiquanonline.com.vn/china-vietnams-largest-trading-partner-26782-26782.html
Hasan, T., Seyyide, D., & Deniz, K. (2019). Assessing Euro 2020 Strategy Using Multi-criteria Decision
Making Methods: VIKOR and TOPSIS. Social Indicators Research, 142(2), 645–665.
https://doi.org/10.1007/S11205-018-1938-8
Hoang, V. (2022). Raising the brand so that Vietnamese lychee “covers” the world - Economic Life in
Vietnam & the World. https://vneconomy.vn/nang-tam-thuong-hieu-de-vai-thieu-viet-nam-phu-
song-toan-cau.htm
hoinongdan.daklak.gov.vn. (2021). POTENTIAL AND LESSONS OF EXPERIENCE IN DEVELOPING EARLY-RINE

LIQUID TREES IN Dak Lak - Electronic information page of Dak Lak province’s HND - Electronic
137
information page of Dak Lak province’s Farmers’ Association. https://hoinongdan.daklak.gov.vn/-
/tiem-nang-va-bai-hoc-kinh-nghiem-phat-trien-cay-vai-chin-som-tai-ak-lak
Huang, J., Wei, W., Cui, Q., & Xie, W. (2017). The prospects for China’s food security and imports: Will
China starve the world via imports? Journal of Integrative Agriculture, 16(12), 2933–2944.
https://doi.org/10.1016/S2095-3119(17)61756-8
Huo, D. (2014). Impact of country-level factors on export competitiveness of agriculture industry from
emerging markets. Competitiveness Review, 24(5), 393–413. https://doi.org/10.1108/CR-01-2012-
0002/FULL/XML
Huu Hung. (2023). Vietnamese early-ripening lychees are positively received by the Chinese market.
https://nhandan.vn/trung-quoc-chao-don-vai-thieu-chin-som-cua-viet-nam-post754720.html
Hwang, C.-L., Masud, A. S. M., Yoon, K., & Paidy, R. S. (1981). Multiple Objective Decision Making —
Methods and Applications: A State-of ... - C.-L. Hwang, A.S.M. Masud - Google Sách.
https://books.google.com.vn/books?hl=vi&lr=&id=M0noCAAAQBAJ&oi=fnd&pg=PA12&ots=0ZZAUH
8KJo&sig=F82KYJzH3TH4UJLgpL-PZhpcHOI&redir_esc=y#v=onepage&q&f=false
Ibrahim, B., Ali, A., & Emhemed, A. (2023). Using Grey-TOPSIS approach for solar farm location selection
in Libya. Reports in Mechanical Engineering, 4(1), 80–89.
https://doi.org/10.31181/RME040129062023B
Jansson, H., & Boye, P. (2006). INTERNATIONAL COMPETITIVENESS AND REGIONAL EXPORT
COOPERATION NETWORKS.
Kahraman, C., Engin, O., Kabak, Ö., & Kaya, I. (2009). Information systems outsourcing decisions using a
group decision-making approach. Engineering Applications of Artificial Intelligence, 22(6), 832–841.
https://doi.org/10.1016/J.ENGAPPAI.2008.10.009
khoahocphattrien.vn. (2017). Factors that make Luc Ngan lychees famous for their delicious taste.
https://khoahocphattrien.vn/Dia-phuong/nhung-yeu-to-giup-vai-thieu-luc-ngan-thom-ngon-noi-
tieng/20170502104058517p1c937.htm
khoahocphattrien.vn. (2023). Six projects were honored at the Da Nang City Innovation Startup
Competition. https://khoahocphattrien.vn/Dia-phuong/sau-du-an-duoc-vinh-danh-tai-cuoc-thi-khoi-
nghiep-dmst-tp-da-nang/2023092904042128p1c937.htm
Khuc, D. L., Bui, T. T., & Ta, V. T. (2023). Research On the Effect of Perceived Value on Purchase Intention
of Branded Agricultural Products: The Case Study of Vietnamese Fruit. Journal of Survey in Fisheries
Sciences, 10(2S), 1644–1651. https://doi.org/10.17762/SFS.V10I2S.933
Koji, K., & Shozo, S. (2018). Impact of China’s Increasing Demand for Agro Produce on Agricultural
Production in the Mekong Region No.21 - Institute of Developing Economies.
https://www.ide.go.jp/English/Publish/Reports/Brc/21.html
Kónya, I. (2006). Modeling Cultural Barriers in International Trade. Review of International Economics,
14(3), 494–507. https://doi.org/10.1111/J.1467-9396.2006.00626.X
Kose, E., Kabak, M., & Aplak, H. S. (2013). Grey theory based MCDM procedure for sniper selection
problem. Grey Systems, 3(1), 35–45. https://doi.org/10.1108/20439371311293688
138
Koul, B., & Taak, P. (2017). Lychee (Litchi chinensis sonn.): Pre-and post-harvest disease management.
Lychee Disease Management, 1–26. https://doi.org/10.1007/978-981-10-4247-8_1
Kretzschmar, U., & Schmid, O. (2011). Quality and safety aspects of organic and low-input food
processing: Results of a Delphi survey from an expert consultation in 13 European countries. NJAS -
Wageningen Journal of Life Sciences, 58(3–4), 111–116. https://doi.org/10.1016/J.NJAS.2011.09.002
Kumar, A., & Pant, S. (2023). Analytical hierarchy process for sustainable agriculture: An overview.
MethodsX, 10, 101954. https://doi.org/10.1016/J.MEX.2022.101954
Ky Nam. (2023). Officially exported fresh lychee by rail to China. https://www.baogiaothong.vn/chinh-

thuc-xuat-khau-vai-thieu-tuoi-bang-duong-sat-sang-trung-quoc-192594343.htm
Lal, R. (2004). Carbon emission from farm operations. Environment International, 30(7), 981–990.
https://doi.org/10.1016/J.ENVINT.2004.03.005
laodong.vn. (2023). Lychee is exported smoothly to the Chinese market. https://laodong.vn/kinh-

doanh/vai-thieu-xuat-khau-thuan-loi-qua-thi-truong-trung-quoc-1204476.ldo
Le, B. (2018). Preservation technology: The dilemma of lychee. https://nongnghiep.vn/cong-nghe-bao-

quan-van-de-nan-giai-cua-vai-thieu-d219797.html
Le, T. (2023). Vietnam leads in exporting the most 9 types of fruits to China. VN Business.
https://vnbusiness.vn/thi-truong/viet-nam-dan-dau-ve-thanh-tich-xuat-khau-nhieu-nhat-9-loai-trai-
cay-sang-trung-quoc-1092574.html
Le, T. B. P., To, N. P. M., Nguyen, V. A., & Nguyen, V. M. (2021). APPLYING ADVANCED TECHNOLOGY TO
EXTEND FRUIT STORAGE TIME. 32–47. https://doi.org/10.22144/ctu.jsi.2021.004
Le, T. T. (2021). China applies new regulations on import and export from January 1, 2022, what should
businesses pay attention to? https://ngkt.mofa.gov.vn/trung-quoc-ap-dung-quy-dinh-moi-ve-xuat-
nhap-khau-tu-1-1-2022-doanh-nghiep-can-luu-y-dieu-gi/
Li, L., & Gabriel, O. O. (2001). Effect of export financing resources and supply-chain skills on export
competitive advantages: implications for superior export performance. Journal of World Business,
36(3), 260–279. https://doi.org/10.1016/S1090-9516(01)00055-4
Liao, P.-C., & Wong, K. (2006). Uniform versus Discriminatory Tariffs: When Will Export Taxes Be Used?
Southern Economic Journal, 72(4), 915. https://doi.org/10.2307/20111860
Lin, Y.-H., Lee, P.-C., Chang, T.-P., & Ting, H.-I. (2008). Multi-attribute group decision making model under
the condition of uncertain information. Automation in Construction, 17(6), 792–797.
https://doi.org/10.1016/J.AUTCON.2008.02.011
Liu, S., & Forrest, J. Y.-L. (2006). (4) (PDF) Grey Information:Theory and Practical Applications Springer-
Verlag, Londun Ltd,2006.
https://www.researchgate.net/publication/270902483_Grey_InformationTheory_and_Practical_Ap
plications_Springer-Verlag_Londun_Ltd2006
Liu, S., & Forrest, J. Y.-L. (2010). Grey Systems. Springer Science & Business Media, 379.
http://link.springer.com/book/10.1007/978-3-642-16158-2%0Ahttp://www.springer.com/978-3-
642-16157-5
139
Liu, S., & Forrrest, J. Y.-L. (2007). (4) The current developing status on Grey system theory | Request PDF.
https://www.researchgate.net/publication/284689931_The_current_developing_status_on_Grey_system
_theory
Liu Shiyu, Zeng, W., & Li, X. (2023). Toward an integrated framework of ocean literacy: A Delphi-AHP
approach. Marine Policy, 157, 105830. https://doi.org/10.1016/J.MARPOL.2023.105830
lucngan.bacgiang.gov.vn. (2023). Proactively create conditions for lychee consumption in 2023 - News
details - Luc Ngan District. https://lucngan.bacgiang.gov.vn/chi-tiet-tin-tuc/-
/asset_publisher/Enp27vgshTez/content/chu-ong-cac-ieu-kien-cho-tieu-thu-vai-thieu-nam-
2023?inheritRedirect=false
Ma, Z., Shao, C., Ma, S., & Ye, Z. (2011). Constructing road safety performance indicators using Fuzzy
Delphi Method and Grey Delphi Method. Expert Systems with Applications, 38(3), 1509–1514.
https://doi.org/10.1016/J.ESWA.2010.07.062
Madjid, T., & Adel, H.-M. (2011). A group AHP-TOPSIS framework for human spaceflight mission planning
at NASA. Expert Systems with Applications, 38(11), 13588–13603.
Madura, J. (2020). International financial management. 712.

https://books.google.com/books/about/International_Financial_Management.html?id=RhR3yAEACAAJ
Mai, T. C., & Giang, H. T. T. (2018). Estimating the impact of trade cost on export: A case study Vietnam.
Journal of Asian Finance, Economics and Business, 5(3), 43–50.
https://doi.org/10.13106/JAFEB.2018.VOL5.NO3.43
Managi, S., & Karemera, D. (2005). The effects of environment and technology on agricultural export.
International Journal of Agricultural Resources, Governance and Ecology, 4(1), 45–63.
https://doi.org/10.1504/IJARGE.2005.006438
Manh Minh. (2017). Thanh Ha Farmers were worried about losing the lychee crop.
https://bnews.vn/nong-dan-thanh-ha-lo-mat-mua-vai-thieu/35783.html
Marcel, H. Z., Liesbeth, J., Membré, J.-M., Maarten, N., & Mats, P. (2016). Relevance of microbial finished
product testing in food safety management. Food Control, 60, 31–43.
https://doi.org/10.1016/J.FOODCONT.2015.07.002
Marzouk, M., El-Maraghy, M., & Metawie, M. (2023). Assessing retrofit strategies for mosque buildings
using TOPSIS. Energy Reports, 9, 1397–1414. https://doi.org/10.1016/J.EGYR.2022.12.073
Matear, S., Gray, B., & Irving, P. G. (2000). What makes a good export channel relationship? Asia Pacific
Journal of Management, 17(3), 539–559. https://doi.org/10.1023/A:1015850718204
Menamin, M. J. (2002). Financial Management: An Introduction - Jim McMenamin - Google Books.

https://books.google.com.vn/books?id=stnjJx-
sPjUC&printsec=frontcover&redir_esc=y#v=onepage&q&f=false
Miao, G., & Fortanier, F. (2017). Estimating Transport and Insurance Costs of International Trade.
https://doi.org/10.1787/8267bb0f-en
140
Minh Trang. (2023). Export of lychee by air grew by 200%. https://nhandan.vn/qua-vai-viet-tiep-can-7-thi-
truong-quoc-te-qua-duong-hang-khong-post761605.html
Mitra, S. K., & Pathak, P. K. (2010). Litchi production in the Asia-Pacific region. Acta Horticulturae, 863,
29–36. https://doi.org/10.17660/ACTAHORTIC.2010.863.1
Mohd, H. A., Suhaiza, Z., Mohammad, I., & Behzad, F. (2019). Impacts of environmental factors on waste,
energy, and resource management and sustainable performance. Sustainability (Switzerland), 11(8).
https://doi.org/10.3390/SU11082443
Monarch, R., & Schmidt-Eisenlohr, T. (2016). Learning and the Value of Relationships in International
Trade. SSRN Electronic Journal. https://doi.org/10.2139/SSRN.2730326
Mowery David, & Rosenberg Nathan. (1979). The influence of market demand upon innovation: a critical
review of some recent empirical studies. Research Policy, 8(2), 102–153.
https://doi.org/10.1016/0048-7333(79)90019-2
Namugenyi, C., Nimmagadda, L. S., & Reiners, T. (2019). ScienceDirect ScienceDirect Design of a SWOT
Analysis Model and its Evaluation in Diverse Digital Business Ecosystem Contexts-NC-ND license
(https://creativecommons.org/licenses/by-nc-nd/4.0/) Peer-review under responsibility of KES
International. https://doi.org/10.1016/j.procs.2019.09.283
Narayana, H. (2022). Health benefits of Lychee | Narayana Health.

https://www.narayanahealth.org/blog/health-benefits-of-lychee/
Nath, V., Marboh, E. S., & Gupta, A. K. (2020). Canopy management for improving productivity in litchi.
Acta Horticulturae, 1293, 129–142. https://doi.org/10.17660/ACTAHORTIC.2020.1293.19
Nehrebecka, N. (2018). Sectoral risk assessment with particular emphasis on export enterprises in Poland.
Zbornik Radova Ekonomskog Fakultet Au Rijeci, 36(2), 677–700.
https://doi.org/10.18045/ZBEFRI.2018.2.677
Ngo, T. (2019). Economic forum for production and consumption of lychees and promotion of cultural,
tourism and agricultural products of Bac Giang province in 2019 | BAC GIANG INDUSTRY
PROMOTION. https://ttkhuyencong.bacgiang.gov.vn/hoat-dong-cong-thuong/dien-dan-kinh-te-san-
xuat-tieu-thu-vai-thieu-va-quang-ba-cac-san-pham-van-hoa
Ngo, T. H. H., & Nguyen, D. D. (2022). EU-VIETNAM FREE TRADE AGREEMENT (EVFTA) AND VIETNAM
AGRICULTURAL PRODUCTS EXPORT: OPPORTUNITIES AND CHALLENGES. GPH-International Journal
of Business Management, 5(08), 47–52. https://doi.org/10.5281/ZENODO.7084898
Ngo, T. M., & Tran, N. K. (2016). Analyze factors affecting Vietnam’s agricultural exports through the
gravity model approach. Tạp Chí Kinh Tế & Phát Triển, 106–112.
https://ktpt.neu.edu.vn/Uploads/Bai%20bao/2016/So%20233/375434.pdf
Ngo, T. N. H., & Nguyen, V. B. (2021). Export performance: Evidence from agricultural product firms in
Vietnam. Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2020.1861729
Ngo, X. B. (2019). Vietnam’s Exports to the Chinese Market: Risks and Potential Mitigators.
Https://Doi.Org/10.1177/0009445519853700, 55(3), 265–278.
https://doi.org/10.1177/0009445519853700
141
Nguyen, C. L. (2023). Lychee harvest season in the Central Highlands. https://nhandan.vn/anh-mua-thu-
hoach-vai-o-tay-nguyen-post752567.html
Nguyen, H. (2018). Successfully prevented lychee stem borers. https://nongnghiep.vn/phong-tru-thanh-

cong-sau-duc-cuong-vai-thieu-d219458.html
Nguyen, H. (2022). Businesses are “tired” of searching for green grapefruit growing area codes.
https://congthuong.vn/doanh-nghiep-moi-mat-tim-kiem-ma-so-vung-trong-buoi-da-xanh-
179841.html
Nguyen, H. (2023a). Bac Giang: Diverse processed lychee products. http://baobacgiang.com.vn/bg/kinh-

te/407257/bac-giang-da-dang-san-pham-vai-thieu-che-bien.html
Nguyen, H. (2023b). Promote trade promotion of lychee and longan products. https://moit.gov.vn/tin-
tuc/hoat-dong/hoat-dong-cua-lanh-dao-bo/day-manh-xuc-tien-thuong-mai-cac-mat-hang-trai-vai-
va-nhan.html
Nguyen, H., Nguyen, T. H., Nguyen, T., Bui, X., & Nguyen, H. T. (2020). (4) (PDF) Risks of Vietnamese
enterprises in trade relations with China.
https://www.researchgate.net/publication/341441735_Risks_of_Vietnamese_enterprises_in_trade
_relations_with_China
Nguyen, H., Pham, V. K., & Phan, T. T. (2021). Determinants of export organic supply chain performance:
empirical study of fruits and vegetables in Vietnam. Journal of International Logistics and Trade,
19(3), 147–161. https://doi.org/10.24006/JILT.2021.19.3.147/FULL/PDF
Nguyen, H. T. (2020). (4) (PDF) The role of international trade policy in boosting economic growth in
Vietnam.
https://www.researchgate.net/publication/338719463_The_role_of_international_trade_policy_in_
boosting_economic_growth_in_Vietnam
Nguyen, H. T., Bui, X. B., & Nguyen, V. T. (2019). Solutions enhancing competitiveness of made-in-Vietnam
brands in Vietnamese mar¬ket. International Journal of Research in Marketing Management and
Sales, 1(2), 93–99. https://doi.org/10.33545/26633329.2019.V1.I2B.20
Nguyen, P. H. (2022). A two-phased decision-making based grey theory framework for the best choice of
payment methods in international trade. Heliyon, 8(11), e11796.
https://doi.org/10.1016/J.HELIYON.2022.E11796
Nguyen, Q. (2023). Logistics costs are eroding profits from exported agricultural products.
https://vov.vn/kinh-te/chi-phi-logistics-dang-an-mon-loi-nhuan-tu-nong-san-xuat-khau-
post1029936.vov
Nguyen, S. (2022). Earn millions every day thanks to a job that “follows” lychee season | Dan Tri
Newspaper. https://dantri.com.vn/lao-dong-viec-lam/kiem-tien-trieu-moi-ngay-nho-cong-viec-an-
theo-mua-vai-20220714121931772.htm
Nguyen, T. D., & Ho, L. N. (2022). BOOSTING EXPORTS OF VIETNAMESE AGRICULTURAL PRODUCTS TO THE
CHINESE MARKET. International Journal of All Research Writings, 3. www.ijarw.com
142
Nguyen, T. P. L. (2010). Fresh Thieu lychee quality improvement for the upper segment of the markets
base on chain analysis approaches A Research Project Proposal Submitted to Larenstein University of
Professional Education in Partial Fulfillment of the Requirements for the Degree of Master of
Agricultural Production Chain Management, Specialization: Horticulture Production Chains.
Nguyen, T. S., & Lee, B. H. (2020). Analyses of the Potential Capabilities and Factors Affecting Vietnamese
Fruit Exports. Journal of Agricultural, Life and Environmental Sciences 2020 32:3, 32(3), 255–267.
https://doi.org/10.22698/JALES.20200021
Nguyen, V. N. (2021). Develop transportation infrastructure to promote Vietnam’s economic development.

https://tapchicongthuong.vn/bai-viet/phat-trien-ha-tang-giao-thong-de-day-manh-phat-trien-kinh-
te-viet-nam-80948.htm
nhandan.vn. (2021). Impressively, lychees add a large import channel to Japan. https://nhandan.vn/an-
tuong-manh-vai-thieu-them-kenh-nhap-khau-lon-vao-nhat-ban-post651187.html
nhandan.vn. (2022). Vietnam creates conditions for exporting lychees to China. https://nhandan.vn/viet-
nam-tao-dieu-kien-xuat-khau-qua-vai-sang-trung-quoc-post698900.html
nhandan.vn. (2023). Vietnam and Guangxi (China) signed a Memorandum of Understanding on

agricultural cooperation. https://nhandan.vn/mo-ra-co-hoi-hop-tac-nong-nghiep-thuc-day-thuong-
mai-viet-trung-post772977.html
Nikhil, P., & Uttamkumar, K. (2020). (4) (PDF) A Conceptual Paper on External Environment Analysis
Models.
https://www.researchgate.net/publication/346380607_A_Conceptual_Paper_on_External_Environ
ment_Analysis_Models
Non, P., Meen, C., Chawanat, S., Chatchawan, C., Kankanit, P., Thidarat, K. N. A., & Damrongsak, R. (2023).
Using the Delphi method for selecting energy efficiency indicators in the Thailand context. Energy
Reports, 9, 408–414. https://doi.org/10.1016/J.EGYR.2023.09.037
Nugroho, A. D., Prasada, I. Y., & Lakner, Z. (2023). Comparing the effect of climate change on agricultural
competitiveness in developing and developed countries. Journal of Cleaner Production, 406, 137139.
https://doi.org/10.1016/J.JCLEPRO.2023.137139
Östberg, J., Sandberg, K., & Wiström, B. (2021). Rating of parameters used to assess tree vitality by urban
foresters and ecologists in Sweden, using the Delphi method. Urban Forestry & Urban Greening, 62,
127134. https://doi.org/10.1016/J.UFUG.2021.127134
Parkan, C., & Wu, M.-L. (1999). Decision-making and performance measurement models with applications
to robot selection. Computers & Industrial Engineering, 36(3), 503–523.
https://doi.org/10.1016/S0360-8352(99)00146-1
Patha, P. K., & Mitra, S. K. (2010). Rate and time of potassium fertilization influence yield and quality of
litchi. Acta Horticulturae, 863, 235–242. https://doi.org/10.17660/ACTAHORTIC.2010.863.30
Pham, T. D., Nguyen, T. U., Nguyen, H. N., Nong, H. T., & Mai, T. H. (2023). Factors Influencing the
Development of Lychee Production According to Gap Standards: A Study in Bac Giang Province, Viet
Nam. Journal of Survey in Fisheries Sciences, 10(4S), 1029–1044.
https://doi.org/10.17762/SFS.V10I4S.1154
143
Pham, V. H., Nguyen, T. N., Dinh, T. N. H., Nguyen, T. T., & Le, T. T. H. (2021). Evaluating Several Models of
Quality Management and Impacts on Lychee Price Applying for Vietnam Agriculture Products Value
Chain Sustainable Development. Alinteri Journal of Agricultural Sciences, 36(1), 122–130.
https://doi.org/10.47059/ALINTERI/V36I1/AJAS21018
Phan, H. (2022). Businesses eagerly closed orders to export lychee. https://thanhnien.vn/doanh-nghiep-

no-nuc-chot-don-xuat-khau-vai-thieu-1851459702.htm
Phuong Thao. (2022). Breathing Thanh Ha lychee land into the Western region of the North | Mekong
ASEAN. https://mekongasean.vn/dat-vai-thanh-ha-mien-tay-thu-nho-giua-vung-dong-bang-song-
hong-post8912.html
Ping, Q., Antonio, L., & Li, C. (2012). The impact of lifestyle and ethnocentrism on consumers’ purchase
intentions of fresh fruit in China. Journal of Consumer Marketing, 29(1), 43–51.
https://doi.org/10.1108/07363761211193037
Pongpanich, C., & Phitya-Isarakul, P. (2008). Enhancing the Competitiveness of Thai Fruit Exports: An
Empirical Study in China. Contemporary Management Research, 4(1), 15–28.
https://doi.org/10.7903/CMR.708
ppd.gov.vn. (2022). Comments on draft protocols on plant quarantine requirements for lychees, longans,
rambutan and sweet potatoes exported from Vietnam to China. https://www.ppd.gov.vn/tin-moi-
nhat-289/gop-y-ban-du-thao-cac-nghi-dinh-thu-ve-yeu-cau-kiem-dich-thuc-vat-doi-voi-vai-nhan-
chom-chom-khoai-lang-xuat-khau-tu-viet-nam-sang-trung-quoc.html
Pritchard, B. (2021). Global production networks and rural development : southeast Asia as a fruit supplier
to China. 192.
https://books.google.com/books/about/Global_Production_Networks_and_Rural_Dev.html?id=25E
ezgEACAAJ
Quang Thuan. (2022). Agricultural products are subject to price pressure. https://thanhnien.vn/nong-san-
bi-ep-gia-1851481002.htm
Rahman, Md. A. (2023). David Ricardo’s Principle of Comparative Cost Advantage inspires International
Trade. SSRN Electronic Journal. https://doi.org/10.2139/SSRN.4519038
Rahman, S., & Serletis, A. (2009). The effects of exchange rate uncertainty on exports. Journal of
Macroeconomics, 31(3), 500–507. https://doi.org/10.1016/J.JMACRO.2008.12.005
Raja, G. K. (1998). Logistics and Transportation. Logistics and Transportation.

https://doi.org/10.1007/978-1-4615-5277-2
Rauch, E. J. (2001). Business and Social Networks in International Trade. Journal of Economic Literature,
39(4), 1177–1203. https://doi.org/10.1257/JEL.39.4.1177
Raut, R. D., Gardas, B. B., Kharat, M., & Narkhede, B. (2018). Modeling the drivers of post-harvest losses –
MCDM approach. Computers and Electronics in Agriculture, 154, 426–433.
https://doi.org/10.1016/J.COMPAG.2018.09.035
144
Raut, R. D., Gardas, B. B., Narwane, V. S., & Narkhede, B. E. (2019). Improvement in the food losses in
fruits and vegetable supply chain - a perspective of cold third-party logistics approach. Operations
Research Perspectives, 6, 100117. https://doi.org/10.1016/J.ORP.2019.100117
Robinson, R. (1993). Cost-benefit analysis. British Medical Journal, 307(6909), 924–926.

https://doi.org/10.1136/BMJ.307.6909.924
Ruan, J., & Shi, Y. (2016). Monitoring and assessing fruit freshness in IOT-based e-commerce delivery
using scenario analysis and interval number approaches. Information Sciences, 373, 557–570.
https://doi.org/10.1016/J.INS.2016.07.014
Ruffin, J. R. (2002). David Ricardo’s discovery of comparative advantage. History of Political Economy,
34(4), 727–748. https://doi.org/10.1215/00182702-34-4-727
Saaty, R. W. (1987). The analytic hierarchy process—what it is and how it is used. Mathematical
Modelling, 9(3–5), 161–176. https://doi.org/10.1016/0270-0255(87)90473-8
Sabiha, E. N., Salim, R., Rahman, S., & Rola-Rubzen, M. F. (2016). Measuring environmental sustainability
in agriculture: A composite environmental impact index approach. Journal of Environmental
Management, 166, 84–93. https://doi.org/10.1016/J.JENVMAN.2015.10.003
Saihi, A., Ben-Daya, M., & As’ad, R. (2023). Underpinning success factors of maintenance digital
transformation: A hybrid reactive Delphi approach. International Journal of Production Economics,
255, 108701. https://doi.org/10.1016/J.IJPE.2022.108701
Sanjib, B. (2023). Competitive Advantage. https://www.linkedin.com/pulse/impact-competitive-

advantage-perspective-sanjib-biswas
sct.bacgiang.gov.vn. (2016). CHINA’S TECHNICAL BARRIERS TO VIETNAM’S EXPORTED THYE LITE - News
details - Department of Industry and Trade. https://sct.bacgiang.gov.vn/chi-tiet-tin-tuc/-
/asset_publisher/xlu7j0ZrAR4z/content/rao-can-ky-thuat-cua-trung-quoc-oi-voi-vai-thieu-xuat-khau-
cua-viet-nam
skhcn.daklak.gov.vn. (2015). Bac Giang: Promote the application of science and technology to production
and life. https://skhcn.daklak.gov.vn/bac-giang--day-manh-ung-dung-khcn-vao-san-xuat--doi-song-
1339.html
Skinner, K., Hanning, M. R., Sutherland, C., Edwards-Wheesk, R., & Tsuji, J. S. L. (2012). Using a SWOT
analysis to inform healthy eating and physical activity strategies for a remote first nations
community in Canada. American Journal of Health Promotion, 26(6).
https://doi.org/10.4278/AJHP.061019136
Song Ha. (2023a). Increasing competitiveness for Vietnamese lychee and longan specialties to reach
further | Vietnam Financial Times. https://thoibaotaichinhvietnam.vn/tang-suc-canh-tranh-cho-dac-
san-qua-vai-va-nhan-viet-nam-vuon-xa-129091.html
Song Ha. (2023b). Mechanical solutions: Expanding output for lychees and labels - Economic life in
Vietnam & the World. VN Economy. https://vneconomy.vn/giai-phap-can-co-mo-rong-dau-ra-cho-
vai-nhan.htm
145
Steven, E. S., Zhen, L., & David, Z. (2007). The economics of pesticides and pest control. International
Review of Environmental and Resource Economics, 1(3), 271–326.
https://doi.org/10.1561/101.00000007
Subhes, C. B., & Prasanta, K. D. (2003). Selection of power market structure using the analytic hierarchy
process. International Journal of Global Energy Issues, 20(1), 36–57.
https://doi.org/10.1504/IJGEI.2003.003596
Ta, T. H., Tran, N. L., Doan, T. B., Nguyen, T. T., & Nguyen, T. D. (2016). Effects of storage conditions using
CAS technology on the quality of lychee fruit. Bản B Của Tạp Chí Khoa Học và Công Nghệ Việt Nam,
58(3). https://b.vjst.vn/index.php/ban_b/article/view/236
Tahir, A. (2023). SWOT Analysis for Change Management |. https://changemanagementinsight.com/step-

by-step-guide-to-conduct-swot-analysis-for-change-management/
Tanya, S.-B., & Derek, F. C. (2015). Pricing Strategy. Wiley Encyclopedia of Management, 1–3.
https://doi.org/10.1002/9781118785317.WEOM120162
tapchicongthuong.vn. (2023). In 4 months, Vietnam’s fruit and vegetable exports reached 1.4 billion USD.
The Industry and Trade Magazine. https://tapchicongthuong.vn/bai-viet/4-thang-xuat-khau-rau-qua-
viet-nam-dat-14-ty-usd-105084.htm
Thomas, E. J., & Donna, L. B. (2010). Export/Import Procedures and Documentation - Thomas E. JOHNSON,
Donna Bade - Google Books.
https://books.google.com.vn/books?id=OpqUoEMTB2wC&printsec=frontcover#v=onepage&q&f=fal
se
Thu Ha. (2021). Receiving preferential capital to grow lychee, farmers are well off.
https://danviet.vn/nhan-von-uu-dai-trong-vai-thieu-nong-dan-kham-kha-20210510154756935.htm
Trinh, L., & The Dai. (2022). Lychee season 2022: Expanding market, favorable consumption.
http://baobacgiang.com.vn/bg/emagazine/387523/mua-vai-thieu-nam-2022-mo-rong-thi-truong-
tieu-thu-thuan-loi.html
Trivedi, H. V., & Singh, J. K. (2005). Application of Grey System Theory in the Development of a Runoff
Prediction Model. Biosystems Engineering, 92(4), 521–526.
https://doi.org/10.1016/J.BIOSYSTEMSENG.2005.09.005
trungtamwto.vn. (2022). ENTERPRISES AND LIBERALIZATION OF TRADE IN VIETNAMESE AGRICULTURAL

PRODUCTS FACE DIFFICULTIES WHEN EXPORTING TO CHINA.
ttkhuyencong.bacgiang.gov.vn. (2021). Situation of lychee export to the Chinese market | BAC GIANG
INDUSTRY PROMOTION. https://ttkhuyencong.bacgiang.gov.vn/node/2852
ttkhuyencong.bacgiang.gov.vn. (2023). Summary of lychee production and consumption in 2022; Main

directions and tasks in 2023 | BAC GIANG INDUSTRY PROMOTION.
https://ttkhuyencong.bacgiang.gov.vn/node/2874
tuoitrethudo.com.vn. (2023). Building the Thanh Ha lychee brand towards “difficult” markets.
https://tuoitrethudo.com.vn/xay-dung-thuong-hieu-vai-thieu-thanh-ha-huong-den-cac-thi-truong-
kho-tinh-226325.html
146
tuyenquang.gov.vn. (2018). Exporting agricultural products still faces many challenges.
https://tuyenquang.gov.vn/noidung/tintuc/Pages/chi-tiet-tin-tuc.aspx?ItemID=7625&l=tintuc
Van Hang. (2022). Exporting to China is still difficult, with the risk of goods congestion at the border gate.
https://laodongthudo.vn/xuat-khau-sang-trung-quoc-con-kho-khan-nguy-co-lai-un-tac-hang-hoa-o-
cua-khau-142514.html
Vernon, H. H., & José, M. I. (2003). Plant conservation: old problems, new perspectives. Biological
Conservation, 113(3), 321–335. https://doi.org/10.1016/S0006-3207(03)00121-6
Viet An. (2023). Border gate infrastructure with China is overloaded. https://vnexpress.net/ha-tang-cua-
khau-voi-trung-quoc-qua-tai-4613976.html
Viet Hung. (2017). Lychee: The pride of Luc Ngan people. https://bnews.vn/vai-thieu-niem-tu-hao-cua-
nguoi-dan-luc-ngan/38575.html
vietq.vn. (2015). Bac Giang specialties break through thanks to the successful application of science and
technology. https://vietq.vn/dac-san-bac-giang-but-pha-nho-ung-dung-thanh-cong-khcn-
d62595.html
Vinh Khang. (2021). Removing difficulties in customs clearance activities at the northern border gate.
https://nhandan.vn/go-kho-cho-hoat-dong-thong-quan-tai-cua-khau-phia-bac-post679266.html
vnce.vn. (2020). What is the growing area code? Latest PUC registration procedures. https://vnce.vn/ma-
so-vung-trong-la-gi
vnexpress.net. (2022). “Lyche is the pride of Vietnam” - VnExpress Business. https://vnexpress.net/vai-

thieu-la-niem-tu-hao-cua-viet-nam-4476626.html
vov.vn. (2023). Lang Son creates favorable conditions for lychee export. https://vov.vn/kinh-te/lang-son-
tao-dieu-kien-thuan-loi-cho-vai-thieu-xuat-khau-post1027663.vov
vtv.vn. (2022a). Bringing thousands of tons of lychee to the e-commerce platform | VTV.VN.
https://vtv.vn/kinh-te/dua-hang-nghin-tan-vai-thieu-len-san-thuong-mai-dien-tu-
20220529173706088.htm
vtv.vn. (2022b). Vietnamese lychees build a brand on the world agricultural product map | VTV.VN.
https://vtv.vn/kinh-te/trai-vai-viet-nam-xay-dung-thuong-hieu-tren-ban-do-nong-san-the-gioi-
20220611104246273.htm
Vu, D. (2022). Luc Ngan: Summary of lychee production and consumption in 2022 - News details - Luc
Ngan District. https://lucngan.bacgiang.gov.vn/chi-tiet-tin-tuc/-
/asset_publisher/Enp27vgshTez/content/luc-ngan-tong-ket-san-xuat-tieu-thu-vai-thieu-nam-2022
Vu, D. (2023). Reduce logistics costs to increase the competitiveness of agricultural products.
https://www.qdnd.vn/kinh-te/cac-van-de/keo-giam-phi-logistics-de-tang-suc-canh-tranh-cho-nong-
san-734343
Vu Khue. (2022). Exports to China dropped sharply - Economic Life in Vietnam & the World.
https://vneconomy.vn/xuat-khau-sang-trung-quoc-sut-giam-manh.htm
147
Vu Khue. (2023). The Chinese market is no longer easy-going, Vietnam’s exports need to change to adapt.
https://vneconomy.vn/thi-truong-trung-quoc-khong-con-de-tinh-xuat-khau-cua-viet-nam-can-thay-
doi-de-thich-ung.htm
Vu, L. (2021). Huge potential from the cold chain market | Economy. https://diendandoanhnghiep.vn/du-
dia-lon-tu-thi-truong-chuoi-cung-ung-lanh-213876.html
Will, K. (2023). SWOT Analysis: How To With Table and Example.

https://www.investopedia.com/terms/s/swot.asp
worldbank.org. (2016). Transforming Vietnamese Agriculture: Gaining More from Less.
wto.org. (2004). OMC | Nouvelles - allocutions - Supachai Panitchpakdi - CHINA AND THE WTO:
CHALLENGES AND OPPORTUNITIES FOR THE FUTURE.
https://www.wto.org/french/news_f/spsp_f/spsp32_f.htm
www.molisa.gov.vn. (2019). MINISTRY OF LABOR INVALIDS AND SOCIAL AFFAIRS - Lack of highly qualified
labor to meet the needs of agriculture in the 4.0 period.
https://www.molisa.gov.vn/baiviet/29660?tintucID=29660
Xie, S., Orachos, N., Yang, J., & Liu, H. (2014). Rice Policy Reviews in China, Thailand and Vietnam: Policy
Instruments, Targets and Impacts. Proceedings of Selected Articles of 2013 World Agricultural
Outlook Conference, 117–134. https://doi.org/10.1007/978-3-642-54356-2_11
Yin, M.-S. (2013). Fifteen years of grey system theory research: A historical review and bibliometric
analysis. Expert Systems with Applications, 40(7), 2767–2775.
Zahra, A., Fabio, B., & Gianluca, B. (2017). (4) (PDF) Food and nutrition security in Iran: Application of
TOPSIS technique.
https://www.researchgate.net/publication/315713361_Food_and_nutrition_security_in_Iran_Appli
cation_of_TOPSIS_technique
Zhang, X., Chen, M., Guo, G., Liu, Y., Liu, Y., Cai, W., Wu, H., Chen, Z., Chen, Y., & Zhang. Jianguo. (2021).
Regional land eco-security evaluation for the mining city of daye in China using the GIS-based grey
topsis method. Land, 10(2), 1–18. https://doi.org/10.3390/LAND10020118
Zhang, Z., & Figliozzi, M. A. (2010). A survey of China’s logistics industry and the impacts of transport
delays on importers and exporters. Transport Reviews, 30(2), 179–194.
https://doi.org/10.1080/01441640902843232
Zhao, H., & Li, J. (2021). Energy Efficiency Evaluation and Optimization of Industrial Park Customers Based
on PSR Model and Improved Grey-TOPSIS Method. IEEE Access, 9, 76423–76432.
https://doi.org/10.1109/ACCESS.2021.3081142
Zheng, Q. (2023). Method for a new risk assessment of urban inundation: G-DEMATEL–AHP. MethodsX,
10, 101997. https://doi.org/10.1016/J.MEX.2023.101997
zhuanlan.zhihu.com. (2023). 2023 China litchi industry data analysis briefing - Zhihu. Zhihu.
https://zhuanlan.zhihu.com/p/638762546
148
149

Thesis Final Lychee Full

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Thesis Final Lychee Full

Uploaded by

Copyright:

Available Formats

FACULTY OF BUSINESS

A DRIVEN-DATA GREY APPROACH TO PRIOTITIZING

SUPERVISOR: PH. D NGUYEN PHI HUNG

THESIS SUBMITTED IN FULFILMENT OF THE

Supervisor’s signature Hanoi, December 2023

Pham Hong Quan

Figure 3.1. The research processes. 43

Table 2.1. 35 determinants belong to 7 main factors. 19

Table 2.2. SWOT Matrix. 33

Table 3.1. Linguistic scale and grey number. 45

Table 4.1. Descriptive for demographic data of respondent 51

Table 4.2. Experts’ assessment for initial CSFs 57

Table 4.3. Result of Grey data as inputs to the G-Delphi method 58

Table 4.4. Result of G-Delphi method. 59

Table 4.5. Weighting and Ranking Results of G-AHP 61

Table 4.6. Initial Comparison Matrices 64

Table 4.7. Crisp matrix (CM) for CR. 64

Table 4.8. Normalized matrix for CR. 65

Table 4.9. Integrated Grey Comparison Matrix 65

Table 4.10. Results of Grey Weighting Value of Main Criteria 66

Table 4.11. Initial Comparison Matrices of F1 67

Table 4.12. Crisp matrix (CM) for CR for F1 67

Table 4.13. Normalized matrix for CR of F1 67

Table 4.14. Integrated Grey Comparison Matrix of F1 68

Table 4.15. Results of Grey Weighting Value of Sub- Criteria (F1) 68

Table 4.16. Initial Comparison Matrices of F2 69

Table 4.18. Normalized matrix for CR of F2 70

Table 4.19. Integrated Grey Comparison Matrix of F2 70

Table 4.20. Results of Grey Weighting Value of Sub- Criteria (F2) 70

Table 4.21. Initial Comparison Matrices of F3 71

Table 4.22. Crisp matrix (CM) for CR of F3 71

Table 4.23. Normalized matrix for CR of F3 71

Table 4.24. Integrated Grey Comparison Matrix of F3 71

Table 4.25. Results of Grey Weighting Value of Sub- Criteria (F3) 72

Table 4.26. Initial Comparison Matrices of F4 72

Table 4.27. Crisp matrix (CM) for CR of F4 72

Table 4.28. Normalized matrix for CR of F4 73

Table 4.29. Integrated Grey Comparison Matrix of F4 73

Table 4.30. Results of Grey Weighting Value of Sub - Criteria (F4) 73

Table 4.31. Initial Comparison Matrices of F5 73

Table 4.32. Integrated Grey Comparison Matrix of F5 74

Table 4.33. Results of Grey Weighting Value of Sub - Criteria (F5) 74

Table 4.34. Initial Comparison Matrices of F6 74

Table 4.35. Crisp matrix (CM) for CR of F6 74

Table 4.36. Normalized matrix for CR of F6 75

Table 4.37. Integrated Grey Comparison Matrix of F6 75

Table 4.38. Results of Grey Weighting Value of Sub - Criteria (F6) 75

Table 4.40. Crisp matrix (CM) for CR of F7 76

Table 4.41. Normalized matrix for CR of F7 76

Table 4.42. Integrated Grey Comparison Matrix of F7 77

Table 4.43. Results of Grey Weighting Value of Sub - Criteria (F7) 77

Table 4.44. Weighting and Ranking Results of G-AHP 77

Table 4.45. Experts’ assessment for ST1 80

Table 4.46. Experts’ assessment for ST2 81

Table 4.47. Experts' assessments for ST3 81

Table 4.48. Experts' assessments for ST4 82

Table 4.49. Experts' assessments for ST5 82

Table 4.50. Grey numbers, Linguistics level and Code in survey 83

Table 4.56. Average of expert’s assessment 87

Table 4.57. Normalization of average expert’s assessment 88

SWOT Strengths, Weaknesses, Opportunities, and Challenges

MCDM Multi-criteria decision-making

VietGAP Vietnamese Good Agricultural Practices