Hapro: Two Main Pillars in Business Strategy

11:10:26 AM | 10/10/2019

Hapro has garnered a lot of prestigious awards such as National Value Awards for five consecutive years, the Strong Brand Awards for 14 straight years and the Prestigious Exporter Award 13 years in a row. It has a series of popular brands like Hapromart, Haprofood, Thuy Ta, Hanoi Food, Hafasco Fashion and Thang Long Wine.

Hapro successfully hosted the first General Meeting of Shareholders and officially became a joint stock company and a member of BRG Group at the end of June 2018.

In the export development strategy, four out of five key exports, agricultural products including rice, pepper, cashew nut and coffee, were adopted by the first General Meeting of Shareholders of Hanoi Trading Corporation (Hapro), showing that agricultural products are key exports of Hapro. The corporation aims to earn US$1 billion from exports by 2030 and expands the export-import market to 100 countries and territories around the world. The firm will target to become a top 5 exporter of rice, cashew nut, pepper, coffee and handicrafts in order to affirm its position and prestige in the importer and exporter community in particular and the Vietnamese business community in general.

Not only focusing on business expansion, Hapro has been developing an operation strategy to help to solve sustainable investment and development issues for Vietnam's agricultural sector. As for cashew and pepper products, Hapro has applied strict measures to control supply sources, contractual sales and foster farmer cooperation to produce high quality products. Thus, cashew and pepper exports generate a huge source of income for the firm. According to Hapro leaders, in the coming time, Hapro will build processing plants in key input areas, reduce raw exports, and increase the added value of Vietnam's agricultural products.

For domestic trade, Hapro defines this as a strategic target market. To ensure active supplies for the retail system, Hapro has invested in building satellite facilities, raw material areas and livestock farms to have fresh, organic agricultural products. With its well-prepared methods, over the past years, Hapro has brought locally renowned agricultural products to customers and signed memorandums of understanding on purchase of agricultural products and foodstuffs in Hai Duong, Bac Giang and Son La provinces.

In addition to providing organic goods of clear origin, Hapro has ensured its products are accessible to customers in Hanoi and neighboring localities through HaproMart and HaproFood brands and more than 100 business locations that deliver food and drink services in Hanoi and northern provinces. The corporation is running 30 supermarkets, primarily selling clean agricultural products.

Most recently, on September 10, 2019, Hapro officially opened Hapromart supermarket at C13 Thanh Cong, Ba Dinh District, Hanoi. This is the first supermarket of Hapro applying the Hapromart Home & Food model. This is the retail chain standardization policy of BRG Group.

Madam Nguyen Thi Nga, Chairwoman of BRG Group - the parent company of Hapro - and Chairwoman of Board of Directors of Hapro Corporation, asserted that Hapro has joined BRG retail ecosystem together with other retail brands such as Fujimart, Seikamart and Intimex. The whole supermarket and convenience store chain of Hapro will be restructured and upgraded according to Home & Food model to match its retail system development policy and fit the group’s overall mission: Delivering the best values to the community.

Le Hien