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Tan Hiep Phat pushing to expand global reach

12:08 | 05/03/2018

Tan Hiep Phat has successfully developed a large product portfolio with hundreds of health food refreshments which are just waiting for the right time to be launched. Tan Hiep Phat’s products have been exported to nearly 20 countries for many years, including major markets like Canada, the Netherlands, Australia, Korea, and Singapore.
tan hiep phat pushing to expand global reach
tan hiep phat pushing to expand global reach
However, deputy general director Tran Uyen Phuong has never stopped looking for new opportunities to expand export markets and increase profitability, step-by-step turning Tan Hiep Phat into a global corporation. In Vietnam Investment Review’s Special Issue for the spring 2018, Uyen Phuong shared the key to overcome challenges and open the doors to new markets.
tan hiep phat pushing to expand global reach

Since the group’s establishment in 1994, Tan Hiep Phat has set itself the mission of contributing to Vietnam’s prosperity by creating the nation's leading beverage brands. Our goal is to become a pioneer in the Asian food and beverage sector, while serving consumers on a global scale. This is also the aspiration of the founder of the group, Tran Qui Thanh—my father—who always strove to bring the Vietnamese beverage industry to the world. He hopes that Vietnamese beverage brands will be able to secure a more powerful position in the international market.

At present, Tan Hiep Phat’s products lead the Vietnamese beverage production scene with exports to nearly 20 countries worldwide, but this is just the beginning. We have been and will surely continue to introduce more Vietnamese brands to international friends.

tan hiep phat pushing to expand global reach
tan hiep phat pushing to expand global reach

Tan Hiep Phat is determined to build the best production line through adopting cutting-edge technology from across the world. The group is the only business in Vietnam that owns 10 Aseptic technology chains from Europe. This is the most advanced production line of sterile technology at the moment, developed based on the main principle of running an automatic and closed process from extracting raw materials, blowing bottles, filling, capping, and labelling to packaging. The bottling system is operated under strictly controlled temperature and time to sustain healthy nutrients and remove impurities, thus ensuring the absolute safety of the products, according to international standards for sterility as well as the health of consumers.

With state-of-the-art technology, we are confident enough to continuously target some of the most demanding markets that apply strict requirements for product quality, such as the United States and Canada or developed countries in the Middle East.

tan hiep phat pushing to expand global reach

Integration is the opportunity for businesses to thrive in bigger markets, even beyond national borders. This is not just the case for Vietnamese products: selling anything in foreign markets can be very difficult if the plan has not been prepared carefully. For example, in early 2017, Gloria Jean's Coffees, New York Dessert Café (NYDC), and Illy decided to leave the Vietnamese market, ending a ten-year stint in the country. Meanwhile, Caffé Bene from Korea at first planned to open about 300 coffee shops in Vietnam, but now the figure has dropped to 100. Obviously, bringing young Vietnamese products to foreign markets and letting them compete with established multinational brands is very challenging. In order to be successful, businesses need to build up sufficient internal resources to provide high-quality products and perfectly satisfy the needs of consumers.

tan hiep phat pushing to expand global reach
tan hiep phat pushing to expand global reach

From Tan Hiep Phat’s experience of competing with rivals in different regional markets, understanding the market and the actual needs of consumers the foundation from which we can develop long-term and appropriate development policies is the most important to open the doors to a new market. The biggest challenges that need to be overcome are cultural barriers, differences in preferences and tastes, limitations in capital stock, marketing skills, and the lack of experience in branding, not to mention a host of other difficulties when encountering unfair competition from dominant firms or their intention to gradually take over small businesses, which will steadily eradicate new brands and strengthen their already significant market power.

tan hiep phat pushing to expand global reach
tan hiep phat pushing to expand global reach

In order to fulfil our aspirations, we have been and are still looking for the right partners who have the potential and enthusiasm to help us bringing Vietnamese brands to Asian markets. This is the most important factor when choosing a partner for collaboration.

tan hiep phat pushing to expand global reach

Filling the position of the Honorary Consul of Sudan in Vietnam, I have the opportunity to approach and learn more about the international business environment as well as its culture. Such knowledge is definitely of great importance and unquestionably useful for the goal of penetrating target Asian markets. As the Consul of Sudan, I realise that Vietnam and Sudan have a strong cultural and economic connection. I am also able to learn more about foreign trade in Vietnam and Sudan, as well as find that Sudan is lacking a lot of essential necessities, especially food. This is also a chance for businesses in African and Asian countries that are seeking new markets. Sudan is also considered a gateway connecting the market with Africa, thereby helping firms sell their products to many other countries. This is also an opportunity for Tan Hiep Phat.

tan hiep phat pushing to expand global reach
tan hiep phat pushing to expand global reach

Source: VIR.COM.VN

By: Vi Hong Linh

Editor: Tamas Bay Nguyen

Designer: Hung Nguyen

By Vi Hong Linh

VIR.COM.VN