Assignment Cover Sheet

Bachelor of Business (Talented)

Student Name Nguyễn Khánh Quyên

Student Number 31201028887

Subject Name Principle of Marketing

Lecturer Mr. Ho Phu Hai

Ms. Du Phuc My Kim

Title of Assignment Business Analysis Report

Length

Due Date March 25,2021

Date Submitted March 22,2021

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Signature: Quyen
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 BUSINESS ANALYSIS REPORT | NGUYEN KHANH QUYEN - 31201028887

PRINCIPLES OF MARKETING
SEMESTER 1 – 2021
Lecturers: Mr. Ho Phu Hai
Ms. Du Phuc My Kim

BUSINESS ANALYSIS REPORT

BRAND: VIN UNIVERSITY

NGUYEN KHANH QUYEN - 31201028887

PMk DH46ISB-2 (BBUS 11.5)

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1- EXECUTIVE SUMMARY
This report was commissioned to do research about Vin University, or “VinUni”- the university
establishing by Vingroup with an aspire to be the first world-class, internationally accredited
and ranked university in Vietnam. The research draws attention to general analysis and
marketing strategies.

Firstly, the organization’s background will deliver the main information about the parent’s
company of VinUni as well as the impression about what VinUni’s service. Further
investigations reveal analysis situation with the internal and external analysis and evaluate
Micro and Macro environmental factors that have impacts on the services. At last, a few
recommendations for the university will be proposed in order to move forward its execution in
Vietnam.

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2- INTRODUCTION AND BACKGROUND

2.1 General Introduction
Vingroup Joint Stock Company (Vingroup JSC), formerly known as Technocom Corporation, was
founded in Ukraine in 1993. Vingroup is one of Asia's biggest private corporations. As a multi-
sector corporation, Vingroup keeps going to pioneer and lead market trends in each of its
businesses, introducing Vietnamese consumers to a brand new, modern way of life through the
provision of international-standard products and services.
On March 2,2018, VinUni, with the approval of the Prime Minister of the Socialist Republic of
Vietnam, was established in HaNoi, to be known as a new reputable university in
Vietnam. VinUni has strategic partnerships with the world's top universities, including Cornell
and the University of Pennsylvania. These universities have served as close advisors and key
enablers in the teaching programs and methods of VinUni. Every aspect of the University is
being developed to meet the highest standards set by the world's leading accrediting and
ranking organizations, such as ABET, AACSB, Quacquarelli Symonds (QS), and Times Higher
Education (THE). (See more in Figure 1.1)

Vision
VinUniversity is Vietnam's first private, non-profit university which is based on global
standards. In order to make an advancement in Vietnamese further education and become a
world-top university, VinUNI incorporates the models of outstanding international universities
combined with the unique cultural and economic character traits of Vietnam.

Mission
VinUniversity's objective is to educate and train outstanding individuals who are conscientious,
capable, and enthusiastic about developing themselves and societal conditions, motivating the
current and future generations, and making long-term positive contribution to the global
development.

Core Value
EXCELLENCE - To become the university of excellence and cultivating talents for the global
advancement.

2.2 Background
From expectation for a breakthrough in Vietnam higher education to a university of
EXECELLENCE

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o On 2 February, 2016, Vingroup recruited international consultants Parthenon (E&Y) and

Oxford Innovation (Oxford University) to generate a feasibility plan for creating a brand new
university.
o In November 2017, Vingroup began to cooperate with Cornell University to investigate the
development of a new private university in Vietnam targeted at a QS 5-star rating standard.
o In April 2018, Vingroup signed a strategic coordination and partnership with Cornell and
University of Pennsylvania, committing to assist the VinUniversity Project in the
implementation of its undergraduate and graduate medical education programs.
o In December 2019, the establishment of VinUniversity, has been officially approved by
Vietnam's Prime Minister. (See more in Appendix)

3- SITUATION ANALYSIS
First, we'll look at some internal factors that have a significant impact on the brand. Then, some
strengths and weaknesses of brand will be proposed.

3.1 Internal Analysis

About VinUni 4Ps’
Product
VinUniversity strives to be a global university founded on the global standards teaching and
research with an efficient and intensive learning environment for students, a involvement to
global citizenship and an uniquely talented faculty. With the high-tech facilities and modern
studying environment, encouraging students to do research is the unique attribute that VinUni
offer to ensure students' active involvement and immersive experience in research, learning,
and performing. By getting accustomed with doing research along with studying, VinUni’s
students obtain themselves numerous useful knowledge in the new learning method.
VinUni currently offers eight undergraduate programs. All undergraduate programs are 4 years
long, with the exception of the Doctor of Medicine program, which is a six-year program.
Cornell University and the University of Pennsylvania have fully validated the teaching methods
and courses and VinUni lecturers collaborate closely with Cornell and UPenn professors for
training delivery, faculty training, research and education guidance as well as mentorship
including three main majors namely College of Business Management, College of Engineering
and Computer Science and College of Health Sciences offers two undergraduate degrees. The
three main majors VinUni offered highly meet the demand in Vietnam educational market,
which is still a developing country attempting to develop in these fields. With the international-
based teaching programs, modern technology and high-quality infrastructure, VinUni is
expected to be the university that attracts a lot of talented individuals.
Price

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As educational programs and faculty training are based on international standard, the tuition
fees at VinUni are not so affordable in Vietnamese educational market. According to Statista
Research Department, the average expenditure on educational training in VietNam is
approximately 22 million dong per year, which means that VinUni offers the course beyond
their ability to pay for. (See more data in Appendix)
The university tuition for an undergraduate is 815,850,000 VND (35,000 USD). This covers all
kinds of academic experiences, including teaching, research, apprenticeships, and clinical
research.
However, they believe that budget restrictions should not prevent a talented student from
receiving the best education. With an aim to competing with other competitors, VinUni try their
best to provide students who are low-budget with variety of financial assistance. Vingroup will
provide a 35% subsidy to all VinUni students. Students with exceptional academic abilities,
creativity, aspiration, and commitment will be awarded scholarships covering 90 percent – 100
percent of tuition fees. Students with exceptional talent will be awarded full scholarships
covering the entire tuition fee as well as the accommodation costs.
Place
With the prolonged advent of information technology and smart applications, where no one in
the modern world can be without a smartphone, the distribution of educational service via
smartphone applications is the best idea that VinUni applied in their marketing strategies.
Moreover, VinUni’s service area includes many provinces and cities where locates reputable or
gifted high schools in Vietnam, where they hold many advising educational enrollments.
Promotion
VinUni is a brand that effectively communicates its service through digital marketing channels.
This international-based university is active on social media platforms such as Facebook,
YouTube, and Instagram,etc,. where they can reach target audiences efficiently and decisively.
Through numerous interesting videos regarding cutting-edge infrastructure of international-
standard university and how VinUni students develop themselves delivered on Youtube and
posts on social media, VinUni successfully attracts majority of talented students from all over
the country.
VinUni choose Facebook as their connection channel with target customers. They enhance their
brand image via the fanpage with over 160 million followers including regularly posts regarding
scholarships, VinUni’s campaigns as well as holding many useful advising education enrollment
seminars to provide students with information about VinUniversity.
According statistics collected by Google trends during the last year, VinUni is the phrase which
attracts a lot of attention in Vietnam area. Although Vietnamese people research has tendency
to search for RMIT university in the meantime, VinUni’s research on Google has reached its

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peak on the period from 18 to 24, October, 2020. There were approximately 100 results about
VinUni compared with only 23 and 5 results from RMIT, BUV, respectively. It proves that VinUni
gradually become the new and ideal destination for many high-school students in Vietnam to
develop themselves in the long-term. (See more in Appendix)
With the huge influence of VinGroup, VinUni is also well-known by great number of people,
especially young generation, who desire to be the future talented leaders. The VinUni’s
Facebook fanpage with over 160 million followers and regularly interaction from high-school
students on every posts clearly shows that VinUni absolutely successful in associating with the
target customers. Moreover, VinUni is also the popular topic on many international social
media including Youtube, Instagram,etc,. where young generation gives many positive
feedbacks related to programs and teaching methods. (See more in Figure )
Nguyen Le Khanh – a former student of HCM High school for the gifted shared that VinUni’s
infrastructure was beyond her expectation since it was nearly the same as foreign universities.
Another student commented that VinUni’s service and learning environment was highly
professional, helpful and active and she would definitely choose VinUni as her next destination.
From VinUni’s internal analysis above, I will deduce some benefits that VinUni provides their
students during their studying process and individual development.
Functional Benefits:
All VinUni students have the opportunity to participate in at least one exchange semester with
one of VinUni's school partners, and the credits earned are transferable to many universities
around the world (Cornell University and the University of Pennsylvania). They are taught by
professors and lecturers from the world's top universities, academic institutions, and hospitals.
VinUni also evolves an extremely practical training course, and students will study with a group
of international-standard professors and excellent curricula and be provided with valuable, one-
of-a-kind apprenticeship and employment opportunities that will help them develop their
competence, conduct, and networking skills as well as boosting their employability.
Emotional Benefits:
Students will graduate with the necessary qualifications, practical skills, and experience to work
in an international level. As a result, students studying here are recognized as talented,
professional, and possess a wide range of practical skills when compared to other students. It
shows that VinUni meets their esteem needs, which include self-esteem, recognition and
status, and self-actualization.
So, what benefits VinUni brings to their customers and how their customers think about VinUni
According to statistics collected by Statista Research Department on December 2019, the
majority chose Vingroup as their top-of-mind company because of its quality (about 65%),
brand awareness (63%), and exposure in the country (62%). VinUni is originated from Vingroup,

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which means that their quality and reputation is highly competitive in Vietnam educational
market. VinUni also offers students global experience through exchange programs at
international partner universities and opportunities to do research into any aspects they are
interested in with the assistance of cutting-edge technology devices. Another point is that
talented students is also receive financial assistance from VinUni, which encourages them a lot.
With all of these high-quality conditions, Vietnamese customers will definitely considered
VinUni as one of the best choice for their further education.
To summary internal analysis information, VinUni’s strengths and weaknesses will be proposed
As aspiring to be the first elite university in Vietnam, VinUni have collaborated with two of the
top 20 elite universities in the world, Cornell and Pennsylvania, which assists VinUni in
providing Vietnamese students with the international studying environment so that they can
efficiently work for multinational organization in the future. Additionally, with the high
technological studying assistance devices, VinUni’s students can access to more advanced
environment which helps them fully develop themselves.
Regarding to weaknesses, VinUni is totally a brand-new university in Vietnam market with the
majority of foreign professors so the situation in which they are lack of experience in delivering
lectures probably occurred. Moreover, in spite of financial support on education programs, the
living expense for students from other provinces is not so affordable. These weaknesses lead to
the fact that some talented students may switch into another universities.
Secondly, in order to deeply investigate on VinUni’s competitive market, we will consider the
company external factors including Customer and Competitor Analysis, Micro-environment and
Macro-environment.

TABLE 1: VinUni's Customer analysis

Geographic • Nation: Viet Nam

Demographic • Age: 18+

• Education: completed high school
• Financial background: normal/ average income

Psychographic • Social class: from middle to upper class

• Lifestyle: positive, spend almost time on studying and social
curriculum activities
• Personality: energetic, intelligent, curious, be eager to study and
do research
• Interests: To study in a modern environment where they can fully
develop themselves

Behaviour • Occasion: annually university recruitment

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• User rate: every year until graduation

• Methods of using: They enter top or international universities to
improve themselves and to be equipped with enough knowledge
and practical skills so that they can effectively compete in an
international environment and find high-salary jobs

Benefit Sought • Quality: high quality, international standard

• Usage: have many internships, practical experiences,
interdisciplinary internships; work at companies in the businesses
leading enterprises.
• Additional benefit: tuition fees lower than international school;
having scholarships for excellent students.

Media • Social Network: Facebook, Instagram, Zalo

Consumption • Social Channel: Youtube, studying forums,etc,.

TABLE 2: VinUni's competitors Analysis

Factors RMIT BUV VinUni

Target -High-school students -High-school students -“Elite students”
-18+ -18+ - 18+
- High/ middle financial - High/ middle financial
background. background.
Product RMIT Vietnam provides British University VinUni's high-tech
world-class programs in Vietnam teaches courses facilities and modern
business, technology, and for the University of learning environment
the creative industries. London and Staffordshire encourage students to
Students will receive an University. These conduct research,
international education universities include those which is a unique
that includes with a long history, a feature that ensures
contextualized strong reputation, and students' active
knowledge, practical an outstanding teaching involvement and
skills, and a global standard, as well as immersive experience
passport. those with close in research, learning,
connections to industry and performing.
and a good record of
career success.
Price Students at RMIT can The total award fees Tuition fee quite high,
choose between a cover the entire degree but VinUni makes
standard tuition fee program and are based every effort to provide
program and a fixed fee on a typical course students on a tight
program. Payments are selection. The actual fees budget with a variety
made on a course-by- to be paid will vary of financial assistance.

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course basis each depending on how many

semester.
Place Smartphone applications
- Many provinces and
cities in Vietnam have
reputable or gifted high
schools
Promotion -Social media platforms
such as Facebook,
YouTube, and Instagram
Value Studying and taking part
property in many interesting social international programs
activities so that students from the foreign
can enhance their soft
skills.
Positioning -A reputable university
existing in Vietnam in
quite a long time.
-Their reputation is still on
the top.
subjects are taken each
semester or whether
fees are paid annually for
the entire academic
year.
Smartphone applications -Smartphone
- Many provinces and applications
cities in Vietnam have - Many provinces and
reputable or gifted high cities in Vietnam have
schools reputable or gifted
high schools
-Social media platforms -Social media platforms
such as Facebook, such as Facebook,
YouTube, and Instagram YouTube, and
Instagram
Students take fully Studying and
opportunity to do
research at the same
universities that they time with modern
choose. techonological devices.
- A famous university in -A brand new
Vietnam for international university in Vietnam.
programs offer. -Reputable for its high
quality programs and
studying environment.

Apart from main competitors, there are some indirect ones which have potential to compete
with VinUni in future based on their current advanced conditions, namely ISB – international
school of Business, a part of the University of Economics Ho Chi Minh City or traditional
universities such as Ho Chi Minh Foreign Trade University,HCM International University, etc,
which have already offered students with international based -standard programs.
TABLE 3: PESTEL Analysis (2020)

Political factors Economic factors

The impact of the administrative Vietnam has gradually increased its

management mechanism is a risk to the
organization's operation. If it is properly
utilized, the organization will be able to
accomplish some worthwhile projects. In
Vietnam, the demand for education is
education investment costs over the last 12
years, from more than 13 percent to 20
percent of total state budget expenditure.
Vietnam is one of the countries with the
highest proportion of education spending in

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growing, and universities are expanding
rapidly in some major cities.
Social factors
the world. Aside from raising awareness,
Vietnamese people are increasingly
interested in investing in their children's
education. In a fiercely competitive
environment, Vietnam faces the challenges
of training future citizens with full capacity,
intelligence, and creativity.
Technological factors

Vietnam's population has been steadily Technology is a factor contributing to

increasing over the years, with the
proportion of high-income people accounting
for one-fifth of the population growing at a
rapid rate (1.2 percent per year). With their
high incomes, Vietnamese people have
begun to prioritize investing in their
children's education. This assists the
organization in expanding its market.
Evironmental factors
VinUni's position as a provider of high-quality
services. Currently, the majority of modern
technologies are imported from other
countries. This may disrupts business
operations.
Legal factors

With the social advancement, Vietnamese
people are becoming more concerned about
environmental issues. When studying or
working, a sense of environmental protection
grows. This requires
them selecting environmentally friendly
products and services.
The rule of law determines an organization's
existence. People have been motivated to
participate in many advanced organizations
as a result of the establishment of consumer
protection laws or employment law,etc.

After doing research into Customer, Competitor and PESTEL analysis, we will verify OT of SWOT
analysis, which is Opportunities and Threats that VinUni are facing.
Opportunities

• Raising the status of education in Vietnam.

• Educate and train "elite" individuals for Vietnam future development.
• Boost global recognition to Vietnam University, which bring honor to our country.
• Coordinate with international corporations to provide learners with the ability to intern
in multinational firms.

Threats

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• Challenges related to class participation, group projects, research lab, and

examinations in order to boost the educational results of online courses.
• Students from rural areas who do not acquire English skill cannot have opportunities to
pursue modern educational systems.
• There has been an increase in the number of parents who have desire to let their
children study abroad.

Finally, from all the research outcomes, we will illustrate the VinUni positioning map compared
with other competitors in Vietnam educational market.

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3- RECOMMENDATION FOR VINUNIVERSITY

Firstly, in terms of product strategy, VinUni has been known to be the first “elite” university in Vietnam.
However, VinUni should enhance their lecturers quality to compete with another competitors. For
example, they should selectively recruit lecturers in global scale.

Secondly, in terms of the price, VinUni should offer more financial support apart from tuition fee such as
expense living cost for all students who receive 100% scholarship in teaching programs.

4- LIMITATIONS
This report is to provide readers with insight about VinUniversity, however, it has limitations.
Firstly, the research merely considers Vietnam educational market, it will be more general if it
views market on the global scale. Second, since it is limited to the Vietnam market and VinUni is
quite a completely new brand, there is not a lot of information and statistics collected
regarding, so the reliability and specificity are small. Finally, there is a lack of coherence in the
report, as some sections discuss the Vingroup in general while others discuss VinUniversity.

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REFFERENCES

VinUni Post 2020. Tuition fee for ungraduated program. [Referenced 9 April 2015]. Available on
https://vinuni.edu.vn/undergraduate/tuition-fee-and-financial-support/

Bao Dung, Le. Spring, 2015. Challenges in entering Vietnamese market for companies in the
sharing economy Report. Available on https://core.ac.uk/download/pdf/38126983.pdf

Newspaper post on Tuoi Tre newspaper. [Referenced 5April 2016]. Available on

https://enternews.vn/vinuni-san-sang-dao-tao-nhan-luc-hoi-nhap-toan-cau-127580.html

Costello E. et al. 2010. International Marketing Environment Study of Vietnam.

[Referenced 10 April 2015]. Available on Wordpress:
https://eoinkcostello.files.wordpress.com/2015/01/global_marketing_and_competi
tiveness_assignment.pdf

Shata, H. 2015. SWOT Analysis become SWOC Analysis. [Referenced 29 April

2015]. Available on Think Marketing Magazine's website:
http://thinkmarketingmagazine.com/index.php/swot-becomeswoc/#sthash.fXq4kPME.dpbs

Suttle, R. 2015. Business Management SWOT Analysis. [Referenced 29 April

2015]. Available on Chron website: http://smallbusiness.chron.com/businessmanagement-
swot-analysis-3338.html

Jurevicius, O. 2013. PEST & PESTEL Analysis. [Referenced 29 April 2015]. Available on Strategic
Management Insight website: http://www.strategicmanagementinsight.com/tools/pest-pestel-
analysis.html

Human Rights Watch 2014. Vietnam. [Referenced 11 April 2015]. Available on Human Rights
Watch's website: http://www.hrw.org/world-report/2014/countrychapters/vietnam

PwC Analysis 2014. The sharing economy – sizing the revenue opportunity.
[Referenced 27 April 2015]. Available on Pwc website:
http://www.pwc.co.uk/issues/megatrends/collisions/sharingeconomy/the-sharingeconomy-
sizing-the-revenue-opportunity.jhtml

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APPENDIX

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Firgure 1.1: VinUni milestone; Reproduced from https://vinuni.edu.vn/about-vinuniversity/

Figure 1.2: VinUni Core value; Reproduced from https://vinuni.edu.vn/about-vinuniversity/

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Figure 2: VinUni Campus; Reproduced from VinUniversity Facebook Fanpage

Figure 3: VinUni channel on Youtube (2021)

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Figure 4: VinUni post on Facebook (March 12, 2021)

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Figure 5 VinUni’s searching result compared with other competitors statistics collected by
Google trend (2020)

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Figure 6 Factors for choosing Vingroup as a top-of-mind company among consumers Vietnam 2019;
Published by Statista Research Department, December 9, 2020.

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