The Aviation High-grade Plastic Company (Aplaco) has supplied plastic products to 20 countries and territories in the world, in particular hard-to-please markets, including Japan, France, Sweden, Canada, Singapore and China. In 2004, Aplaco earned US$2 million in export turnover. The company has set a target of a US$3 million export value in 2005. VIB Forum interviewed Le Sy Canh, director of Aplaco, about the company’s building and development of its trademark.
Can you give a brief introduction about Aplaco, an enterprise of the Vietnam Aviation Corporation?
Established in 1989, compared to other enterprises in the corporation, Aplaco remains a young enterprise. Now, Aplaco manufactures around 200 plastic products, including high-grade products for export, plastic products used on planes and household tools, plastic accessories for industrial products, as well as food packages. Aplaco’s products have won 30 medals and 50 certificates in Vietnam and foreign countries. In particular, in 2004, Aplaco’s plastic products won the Sao Vang Dat Viet (Vietnamese Land Golden Star) award and were voted as Vietnamese high quality goods. Having passed tough tests, Aplaco was presented with the ISO 9000:2000 quality management certificate by TUV Nord Cert of Germany and the ISO 14001:1996 environmental management certificate. By July, 2005, Aplaco had completed its equitisation and mobilised capital for buying modern equipment and technology, including 6-colour printing technology, and automated production lines, to manufacture high quality products, meeting both the local demand and for export.
Vietnamese enterprises share one weakness, a lack of professionalism, when building and developing their trademarks. What do you think about this and how has Aplaco developed its own trademark?
Products go along with different trademark building strategies. Similarly, enterprises have different ways to enter different markets. This is not the case ‘one size fits all’ for trademark development. Every enterprise wants to develop their own strong trademarks but it is not easy at all. However, depending on their context, enterprises can gradually build up their images and wait for opportunities to make a breakthrough development. For Aplaco, I think there have been two factors for us to develop our trademark and our image. As we are a production enterprise, quality of products is the premise condition alongside strategies on trademark building. Apart from focusing on export, we have developed plans to occupy the local market. We believe that to boost the habit of using locally-made products will help enterprises gain sustainable development during international integration.
Can you talk more about the concept of ‘awakening of local consumers’ awareness’?
Co-operation is now seen not only among enterprises but also among consumers. Vietnamese consumers are impacted by the majority rule, and even the preference of foreign-made goods to locally-made ones. This is a real challenge for enterprises. However, it also provides an opportunity for Vietnamese enterprises to try. Vietnamese people’s nationalism and community awareness is high but they have not been awakened yet. Enterprises have to awaken this awareness, offering high quality products and services at low prices. The Government, in turn, will awaken it with policies and mechanisms, as will the mass media. I believe that Vietnamese enterprises are confident in their ability during the international integration process.
Luu Hiep
Vietnamese
