Brand building for Vietnamese seafood company : Case of Nhat Van seafood company

Abstract

In recent years, under the influence of avian and swine, meat supply is limited therefore fresh and frozen seafood products can meet the consumers‘ requirements. Thus, this can seen as the big advantage for seafood companies and it also create opportunity for the development of seafood companies specializing in processing frozen seafood for domestic market to satisfy current demands. Consequently, it creates the strong competition between companies and requires businesses must attempt to get a position in this competitive market. Standing in this situation, building a brand trusted by consumers is essential for any companies.

Nhat Van Seafood Company is a limited liability company with more than three years in operation and is one of young company in processing and trading seafood products. The company has obtained some recognized results in revenue. However; it is not much change due to the fierce competition among Seafood Companies. Hence, the purpose of this thesis is to build brand for Nhat Van Seafood Company. Finding includes the business and branding management of Nhat Van Seafood Company, as well as the consumers‘ preferences for frozen seafood produtcs. These finding shows factors influencing brand building for Nhat Van and depending on these factors brand building strategy are stated.