584 Nha Trang – Brand building and Developing

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Category: Thương hiệu

Written by Ban Biên Tập

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584 Nha Trang SeaProduct Joint Stock Company was formerly a State-owned enterprise (SOE) established after the Independence Day. It was a very hard time that the Company had to overcome many obstacles and difficulties building and developing its brand name. . The Company has matured a lot as it has been through the subsidy period, when there were just few people knew about 584 Nha Trang fish sauce. But at the present, the brand name “584 Nha Trang fish sauce” has become more popular and can stand along with other famous brand names in the market. The main reason for that is the correct, consistent and seamless leadership from the Management Board. They always consider high quality and traditional value as the core, take customer satisfaction and benefits as the measure of success. They think that if they only run after immediate profits, they will ruin their brand name and fail.

Year 2006 is an important milestone to the Company. As Vietnamese Government encouraged SOEs to make innovation, the Company was equitized. Since the economy had shifted to market mechanism, the business had experienced remarkable growth. The infrastructure was strengthened; more workers are recruited, management operations were focused; developing market, improving trade mark, completing product portfolio were on the top list in order to meet the growing demand of consumers. Moreover, by producing successfully high protein fish sauce through traditional method, 584 Nha Trang fish sauce has become one of the most reputable fish sauce brands in Vietnam. Till now, it has been 6 years equitized, the Company always maintain growth rate of 15-20% annually.

The highlight of 584 Nha Trang fish sauce is that it is made from anchovy materials in Nha Trang sea waters. Inheriting the local traditional process of making fish sauce, 584 Nha Trang fish sauce always follows a specific recipe to ensure its premier quality, delicious taste and iridescent golden brown color. Not only being delicious and nutritious, 584 Nha Trang fish sauce also guarantees the absolute food safety on the behalf of protecting consumers’ health. Up to now, the Company product portfolio contains up to 30 types of fish sauce from 12~60⁰ N bottled from 50ml to 5 liters.

The core workforce is veterans and war invalid descendants (accounting for over 50% of total employment). The Company has arranged and assigned them suitable jobs in order to helping to promote their ability, their spirit of Uncle Ho's soldiers and their combativeness in labor. All of these have help to increase the productivity and high efficiency in working. The Company always encourages innovation, labor efficiency, sense of organization and discipline, which is also a prominent feature of its corporation culture.

Although there were still many difficulties such as poor infrastructure, harsh competition, limited capital and prolonged economic crisis, this corporation culture have boosted the working spirit and helped the Company stay strong and step firmly on the way of asserting itself. The Company’s products was honored as products for community health and won many awards and titles such as the “High Quality Vietnamese Goods” title in many years (from 2000 to 2014); Golden Quality at Khanh Hoa Tourism – Trade – Fisheries Fair (2002); Golden Cup at Tay Nguyen Festival and Fair (2005); Golden Star of South Central and Highlands, Vietnam Golden Star (2011, 2013).

Over many years of operation, the Management Board always considers People as the key factor for all of the achievements of the Company. The employees help the Company to gain and build competitive advantage through their energy, qualities and working spirit. The Company always want to attract talents with such personalities and try to assign proper job to right person so that it can optimize all resources, support to develop own personal results stories. By that way, the Company can overcome any obstacle to ensure stable business, help to develop its human resources and facilitate later training for employees.

With the aim of improving product quality and ensuring food safety, the Company always desires to learn advanced technique from neighbors as well as invest in equipments and upgrade specialized machines. In future, the goal the Company wants to achieve is becoming the leading fish sauce producer in Central Region by 2015 and standing among the topped fish sauce producers in Vietnam by 2020. Moreover, the Company also wishes to scale up and expand its market to foreign countries, target on those which have large demand. As joining international market, trademarks registration and protection will be one of the most important jobs that the Company needs to focus on.