Essay on Dalat Wine

7369 Words Mar 12th, 2015 30 Pages
Scientific Article DALAT WINE: CHALLENGES IN ESTABLISHING THE NATIONAL WINE BRAND POSITION IS STILL YEARS AHEAD

-*Ngo Binh, MA. in Marketing Bui Thi Lan Huong, PhD. I. COMPANY HISTORY 1.1 Wine manufacturing traditional in Dalat (Vietnam) Dalat wine has been popular in Dalat, an attractive city located 1500 m above sea level on Langbian high lands. For long time ago, Dalat wine has been produced traditionally by local producers from blackberries (dau tam). Traditional wine makers in Dalat grow themselves dau tam at Bong Lai area. It is reportedly that the first wine producer was Lafaro, a local company founded by Nguyen Huu Duc in 1974. This company imported a new variety of dau tam to produce its wine. Unfortunately, the company stopped
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Under the factory, there are around 200 workers and 50 staff, both in management and lower levels. Ladofoods Head Office in 04B – Bui Thi Xuan St.,Dalat ciy and 2 representative offices in HCMC - 400 Le Hong Phong St , District 10, HCMC and Hanoi – 104 Nguyen Van Cu Str, Long Bien District, Hanoi . It has three branches, located in Hanoi, Danang -341 Hai Phong St., Danang city and Can Tho – 53/11 Ly Tu Trong – Can Tho city. Ladofoods also has people in 50 over 64 provinces in the whole country. In total, there are 150 persons, including the sales force. In 1999, “Dalat wine” with the tagline “Vang Dalat, Vang cua nguoi Viet Nam” recently revised “Vang Dalat, Vang cua nguoi Viet” was become the brand name of Ladofoods (Lam Dong Foodstuffs Joint-Stock Company), a local Dalat-based company which is specialized in producing alcoholic, soft drinks, and packaged food since its foundation in 1990 as a state-owned company. Even though its core

products were wine, this state-owned company lost its competitiveness in the local market in the period 1997-1998 because of the flooding of imported wines in the Vietnamese market. In this context, Ladofoods tried hard to find out ways to survive by developing new wine products to meet local demand. On a

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