THE VINFAST ’S MARKETING ENVIRONMENT
1
Course
MKT101
Academic Year:
Spring Semester 2020
Assignment Title:
GROUP ASSIGNMENT
Students Name
NGUYỄN HỒ THANH TƯỜNG VI
PHAN THANH HIẾU
NGUYỄN TUẤN ANH
MAI THY
Class ID
BH1401
THE VINFAST ’S MARKETING ENVIRONMENT
2
A. MICROENVIROMENT:
I. Competitors:
1. Direct Competitors:
– Currently on the market there are many reputable and long-standing car brands
and very diverse models. In VinFast’s total orders received for all 3 models
including Fadil, LUX A2.0 and LUX SA2.0 and each model has own competitor.
In the same segment, there are rivals that will compete with Vinfast cars
• A rank ( Urban car):
Vinfast Fadil Huyndai Grand i10
• D rank:
LUX A2.0 MAZADA 6
THE VINFAST ’S MARKETING ENVIRONMENT
3
• SUV:
Vinfast Lux SA2.0 Toyota Fortuner
2. Indirect Competitors:
– The brands such as Honda Brand, Suzuki brand, Vespa brand or large–
displacement vehicles such as Kawasaki, GSX,ect.
– The Vietnamese government has had policies to support. public transport
projects to improve traffic conditions, subsidized bus routes, Hanoi Metro, or
electric vehicle products.
II. Suppliers:
– Currently, Vingroup has 37 partners, including 35 foreign partners, which
are famous car and spare parts companies in the world such as BMW (Germany,
cars), AVL (Italy, engines), IRC (Japan)
– Nearly 50 car dealers in nationwide.
– In 2019, due to the influence and attraction of cars vinfast, 17,214 cars
(Fadil, Lux A2.0, Lux SA2.0) were ordered by customers, of which 15,300 were
produced.
7 major partners of Vinfast”
• Boston Consulting Group (BCG), America, Consulting and management
• Magna Steyrm, Austria, R&D and car assembly
• AVL, Austria, R&D control systems.
• Italdesign Giugiaro, Italy, car design and science.
• Torino Design, Italy, Car design.
• Zagato, Italy, Car design.
• Pininfarina, Italy, Car design.
THE VINFAST ’S MARKETING ENVIRONMENT
4
III. Customers:
– Vingroup’s reputation is present throughout Vietnam, with Vinhome
apartments and Vinmart stores, people will know more about their products.
– With the desire for cars manufactured by Vietnamese people, Vingroup has
brought a product that can meet the needs of customers. The cars have a modern
and youthful design consistent with the current trend but still bring the colors and
lines of Vietnamese culture.
– If in the past you had to spend a lot of money to get a car. But now, with
Vingroup’s customer support policy, you can easily own a Vinfast car that only
pays 150 million VND upfront.
IV. Marketing intermediaries:
1. Physical distribution firms:
– By the end of May 2019, the list of VinFast agency had more than 40 agent
addresses went into operation. VinFast developed all 3 models including:
Models
Function
Surface
Frontage
1S
Sale
280m2
14m
2S
Provision of services and car accessory
1800m2
25m
3S
Both of function
2000m2
more 25m
– Vinfast distributes their vehicles at Vincom shopping mall across Vietnam.
According to statistics, they have 18 showroom in 11 cities and provinces in
Vietnam. In particular,
+ Hanoi: 4 showrooms
+ TP Ho Chi Minh City: 4 showrooms
+ Khanh Hoa: 2 showrooms
– 20 Chevrolet 3S showrooms were upgraded by VinFast, converted to a
two-brand VinFast dealer model.
– VinFast is expected to open more 76 VinFast Showroom by the end of
2020.
2. Marketing services agencies:
Vinfast has a very successful debut because they have strong campaigns,
strong communication on all fronts and it help customers to better understand their
product.
THE VINFAST ’S MARKETING ENVIRONMENT
5
a) TV advertisements: Video ads and short films beautiful, visually. It impresses
consumers.
b) Newspaper advertisements: There are introductory articles about the product,
along with the analysis and evaluation from analytis.
c) Poster advertising: Poster are posted so customers can see clearly the product
model.
All Vincom shooping malls and vinmart stores have posters of Vinfast. It
help people clearly see the product model.
d) Social network advertisements:
– Before Launch:
+ Create Pre-event effect the explosive communication sush as post
video.
+ Show a litte information such as Vinfast invites international’s star and
Vietnam’s stars to be “spoiled” their product.
+ Promote the launching event of VinFast in Paris
– During Launch:
+ Livestream on Vinfast page and some famous page like
Cafebiz,kenh14, ect.
TOTAL INTERACT
TOTAL COMMENT
THE VINFAST ’S MARKETING ENVIRONMENT
6
+ Create lively discussion on forums and on famous newspapers in many
differentfields.
THE LAUNCH OF VINFAST IN PARSI MOTOR SHOW
THE VINFAST ’S MARKETING ENVIRONMENT
– After launch: VinFast hold “Proud Vietnam” photo competition and
discussion about the brand. It help Vinfast create UCG ( user creates
content)
3. Financial intermediaries:
