Tan Hiep Phat Case Study
An Objective
Corporate Communication Assignment
(Tan Hiep Phat Beverage Group – Dr.Thanh)
Presented to
The Faculty of the Department of Commerce
Raffles International College
Ho Chi Minh City
In Partial Fulfilment of the Requirements
For the Course Corporate Communication
By:
Bach Phuong Chi
Nguyen Dang Quang
Executive Summary
Tan Hiep Phat was established in 1994 and its precursor being Ben Thanh beer and beverage workshop and it has become the very strong beverage group in Vietnam with the healthful products. And THP’s product achieved many awards and also matching with ISO integrated standards: Quality Management system according to the standard ISO 9001:2000 (1999), Environment Management system according to the standard ISO 14001:2004 (2006) and Food Safety and Hygiene Management system according to the standard HACCP (2006).
The products of THP are the healthier products such as Khong Do (Zero degree) green tea, Dr.Thanh herbal tea or newly I-kun carbonate green tea. And the objective of the company is to produce the best beverage products and become the leading of the healthful products in the beverage market. And the wide system of distribution channels is covering all 64 cities and provinces of Vietnam.
Table of Contents Introduction 4 Corporation 5 Message 6 Constituencies: 7 Constituency Responses: 9 Conduct an Identity Audit 10 Identity Objectives: 11 Develop Designs 12 Develop Prototypes 13 Launch and Communicate: 14 Implement the Program: 15 Conclusion: 16 References 17
Introduction
Dr.Thanh is the best product of THP and THP believes that Dr.Thanh will bring the very successful in the healthful beverage products. But one of THP authorized dealer was complain us about the problem with the batch of Dr.Thanh. The authorized dealer is Thai Lan Company. They said that 120 cases which mean 3000 PET bottles of Dr.Thanh have muddy and strange things inside the bottles.
After received the complaint
Corporate Communication Assignment
(Tan Hiep Phat Beverage Group – Dr.Thanh)
Presented to
The Faculty of the Department of Commerce
Raffles International College
Ho Chi Minh City
In Partial Fulfilment of the Requirements
For the Course Corporate Communication
By:
Bach Phuong Chi
Nguyen Dang Quang
Executive Summary
Tan Hiep Phat was established in 1994 and its precursor being Ben Thanh beer and beverage workshop and it has become the very strong beverage group in Vietnam with the healthful products. And THP’s product achieved many awards and also matching with ISO integrated standards: Quality Management system according to the standard ISO 9001:2000 (1999), Environment Management system according to the standard ISO 14001:2004 (2006) and Food Safety and Hygiene Management system according to the standard HACCP (2006).
The products of THP are the healthier products such as Khong Do (Zero degree) green tea, Dr.Thanh herbal tea or newly I-kun carbonate green tea. And the objective of the company is to produce the best beverage products and become the leading of the healthful products in the beverage market. And the wide system of distribution channels is covering all 64 cities and provinces of Vietnam.
Table of Contents Introduction 4 Corporation 5 Message 6 Constituencies: 7 Constituency Responses: 9 Conduct an Identity Audit 10 Identity Objectives: 11 Develop Designs 12 Develop Prototypes 13 Launch and Communicate: 14 Implement the Program: 15 Conclusion: 16 References 17
Introduction
Dr.Thanh is the best product of THP and THP believes that Dr.Thanh will bring the very successful in the healthful beverage products. But one of THP authorized dealer was complain us about the problem with the batch of Dr.Thanh. The authorized dealer is Thai Lan Company. They said that 120 cases which mean 3000 PET bottles of Dr.Thanh have muddy and strange things inside the bottles.
After received the complaint
References: Tan Hiep Phat Beverage Group website – Available at: http://www.thp.com.vn/home_vn.php Leading Business Club website – Available at: http://www.lbc.vn/ Ogilvy & Mather website – Available at: http://www.ogilvy.com A thousand PET bottles of Dr.Thanh have muddy and strange things – Available at: http://vn.news.yahoo.com/c%E1%BA%A3-ng%C3%A0n-chai-dr-thanh-b%E1%BB%8B-v%E1%BA%A9n-%C4%91%E1%BB%A5c-l%E1%BA%ABn-d%E1%BB%8B-v%E1%BA%ADt.html Dr Thanh is reported to be muddy (2011). Retrieved December 1, 2011, from: http://vtc.vn/1-307714/kinh-te/ca-ngan-chai-dr-thanh-bi-van-duc-lan-di-vat.htm Tan Hiep Phat partnership (2011). Retrieved December 1, 2011, from: http://www.thp.com.vn/home_vn.php Dr Thanh will be the next successful product of THP (2011). Retrieved December 1, 2011, from: http://www.cafedao.com/index.php?option=com_content&view=article&id =1006:drthanh-s-ni-tip-thanh-cong-ca-tan-hip-phat&catid=222:thng-hiu-cafe&Itemid=208