Organizational Setting

Currently, the agricultural sector in Viet Nam predominantly centres on the production, processing, and export of raw or semi-processed goods. Moving forward, a holistic marketing and branding approach is required to enhance the visibility and competitiveness of Viet Nam’s agrifood products, especially high-value products in high-end markets, considering the saturation in raw product market segments.

The objective of this project TCP/VIE/3903/C1 “Support to development of marketing strategy for Viet Nam’s agrifood products” is to contribute towards the abovementioned goal in alignment with:
•    Viet Nam’s Strategy for Sustainable Agriculture and Rural Development (SSARD) for 2021-2030, with a vision up to 2050. This strategy, initiated under Prime Minister’s Decision No. 150/QD-TTg on 28 January 2022, emphasizes responsibility, transparency, and sustainability in agriculture. It focuses on catering to both low- and high-end markets.
•    The country’s National Action Plan on Food Systems Transformation towards Transparency, Responsibility, and Sustainability by 2030 was established as per Prime Minister’s Decision No. 300/QD-TTg on 28 March 2023, aligning with the UN Food Systems Summit 2021’s guidelines.

Reporting Lines

Under the overall supervision of the Lead Technical Officer (LTO) in the Regional Office for Asia and the Pacific (RAP), and with guidance from the FAO Representative in Viet Nam, and the value chain and investment expert from headquarters (EST), the incumbent will lead the development of study analysing the international market for Viet Nam’s key agrifood products, as a background document to inform the development of a national marketing and branding strategy for Viet Nam’s agricultural sector.

Technical Focus

The consultant will directly supervise the national consultant on value chain development in charge of: (1) conducting a review of relevant international experience and best practices in agricultural marketing and branding; (2) taking stock of current marketing and branding activities in the agricultural sector in Viet Nam; (3) preparing draft of a national marketing and branding strategy for Viet Nam’s agrifood system.

Tasks and responsibilities

•    Lead the analysis on international agrifood markets relevant to Viet Nam’s agrifood sector, which encompasses the following:
o    Examine characteristics and consumption trends in the international agricultural market in recent years;
o    Provide a consumption forecast and Identify characteristics and demands of customers in international markets for 06 leading groups of Vietnam’s exported agricultural products 1) cereal (rice); (2) fruit, vegetables, and nuts (cashew); (3) meat (pork, beef, poultry); (4) aquaculture and fishery products (fish and shrimp); (5) spices (pepper, cinnamon); (6) beverage (coffee, tea);
o    Review competition and identify strategies, strengths, and weaknesses of existing and potential competitors for 06 leading groups of Vietnam’s exported agricultural products .
•    Provide supervisory guidance to the National Consultant on Value Chain Development to gather information needed to conduct the analysis of international agricultural markets.
•    Provide inputs, methodology/ comments to the following activities led by national consultant organization
o    A study of international experiences and best practices relevant for shaping Viet Nam’s national marketing and branding strategy for agrifood products;
o    Assessment of current marketing and branding activities in Viet Nam’s agricultural sector, which includes reviewing current market dynamics and primary consumer base, strengths and challenges of agrifood products in key market access, and Viet Nam’s agricultural standing, reputation, and visibility in primary markets.
o    A draft marketing/branding strategy that would identify short-term and long-term targets of the marketing and branding strategy, potential new markets or segments for Viet Nam’s agrifood products, prioritized product categories for different markets/segments; suggest potential brands to be developed; and offer differentiated strategies to improve product and brand competitiveness.
•    Participate in two consultation workshops with key stakeholders to present the findings of the analysis on international agrifood markets, and the national agricultural marketing strategy, respectively.

CANDIDATES WILL BE ASSESSED AGAINST THE FOLLOWING

Minimum Requirements  

•    Advanced university degree in economics, crop production, aquaculture, fisheries, forestry or a discipline relevant to the mandate of the organization and the duties listed.
•    At least eight years of relevant professional experience in agricultural markets and trade.
•    Working knowledge of English and limited knowledge of French, Spanish, Arabic, Chinese or Russian.

FAO Core Competencies

•    Results Focus
•    Teamwork
•    Communication
•    Building Effective Relationships
•    Knowledge Sharing and Continuous Improvement

Technical/Functional Skills

•    Demonstrable knowledge and experience in report writing, planning/design, monitoring, results measurement, evaluation, accountability, action research and reporting in an international development setting, preferably with UN.
•    Ability to deliver training sessions, work effectively and collaborative with government officials and diverse range of counterparts and stakeholders with humility and acting as a mentor to the other component staff and director.
•    Willingness to work as a team member with multicultural and multidisciplinary team of experts.
•    Willing to undertake intensive field work.
•    Ability to work independently and proceed with objectives of the assignment work under pressure and meet deadlines.
•    Self-motivation, willingness to learn and good work ethics.