ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Nguyen Thai Tuan Student ID number: 31201029076

UNIT AND TUTORIAL DETAILS

Unit name: Principles of Marketing Unit number:

Tutorial/Lecture: Class day and time:
Lecturer or Tutor name: Mr. Ho Phu Hai, Ms. Du Phuc My KIm

ASSIGNMENT DETAILS

Title: Business Analysis Report

Length: 1853 Due date: 25/3/2021 Date submitted: 25/3/2021

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I hereby certify that no part of this assignment or product has been copied from any other student’s work or from
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I hereby certify that no part of this assignment or product has been submitted by me in another (previous
or current) assessment, except where appropriately referenced, and with prior permission from the
Lecturer / Tutor / Unit Coordinator for this unit.
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Student’s signature: Nguyen Thai Tuan

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 BUSINESS ANALYSIS REPORT
Brand: VinUniversity

NGUYEN THAI TUAN

Student ID: 31201029076

19/3/2021
—
Principles of Marketing
—
Mr. Ho Phu Hai
Ms. Du Phuc My Kim

BUSINESS ANALYSIS REPORT - VINUNI PAGE 2

 EXECUTIVE SUMMARY

This Business Analysis Report will

discuss VinUniversity – a new
university in Vietnam founded by
Vingroup.
 
Firstly, the company’s background
will be introduced in order to
provide the main information
about VinUni. Secondly, we will go
deeper with the internal and
external analysis and consider
Vietnam’s Micro and Macro
economic factors that have effects
on this university. Finally, some
suggestions for the company will
be proposed in order to improve
its position in Vietnam’s market.

BUSINESS ANALYSIS REPORT - VINUNI PAGE 3

Vietnam's first
elite,
private,
and not-for-profit
university.

BUSINESS ANALYSIS REPORT - VINUNI PAGE 4

 I. INTRODUCTION AND BACKGROUND

The Prime Minister of the Socialist Republic of Vietnam approved

Vingroup's proposal to establish VinUniversity, or "VinUni," as a new
university in Vietnam on March 2, 2018.

VinUni's goal, according to Vingroup's CEO, is to become one of the

top 50 young universities in the world. As a result, VinUni has
collaborated closely with Cornell University and the University of
Pennsylvania since its inception. From administration to program
development to recruitment, enrollment, and quality accreditation,
these two strategic partners are fully engaged in VinUni.

VISION AND MISSION

BUSINESS ANALYSIS REPORT - VINUNI PAGE 5

 In order to achieve a
breakthrough in Vietnamese
higher education and to
become a world-class
university, the university
combines the models of
excellent international
universities with the country's
unique cultural and economic
characteristics.
VinUni's mission is to educate
talented individuals who are
knowledgeable, capable, and
passionate about improving
themselves and societal
conditions, inspiring current
and future generations, and
making long-term positive
contributions to global
development.

II. INTERNAL ANALYSIS

To begin, we will examine some internal factors that have a direct impact
on the brand, also known as the company's strengths and weaknesses.
a/ Company

BUSINESS ANALYSIS REPORT - VINUNI PAGE 6

With a market capitalization of around $16 billion, Vingroup is one of Asia's
largest private conglomerates. Vingroup focuses on three main areas as a
multi-sector corporation: Technology, Industrials, and Property-Services.
Vingroup has committed to increasing total funding for VinUni to $6.500
billion, with $3.500 billion going toward infrastructure and $3,000 billion
going toward scholarships and financial aid for students.
b/ Brand
VinUni is located in the urban complex of Vinhomes Ocean Park in Gia
Lam, Ha Noi city. The VinUni campus is situated on a 23-hectare plot of
land, consists of Main Campus Building, Dormitory, Sport Complex,
Stadium, and Technical, Ancillary Area.

This university is currently focusing on three majors (Business, Technology,

and Health sciences), which is a viable strategy that many world-renowned
universities have successfully implemented. To study here, each student has
to pay a total amount of 2.4 billion VND for four school years. However,
during the first five years after the establishment, all VinUni students will be
reimbursed for 35% of their training expenses, reducing the average cost
down to around 22,750 USD per year.
What makes this university special is that Vingroup has signed a strategic
partnership agreement with Cornell University (Cornell) and the University
of Pennsylvania (Penn), both of which are among the top 20 universities in
the world according to the Times Higher Education World University
Rankings. Thanks to that, VinUni has the world's most in-depth and
advanced curriculum, teaching, and research capabilities, as well as the
most efficient enrollment technology. This university is a "desire" for gifted
students because all examinations, interviews, and recruitment essays are
based on the Ivy League school model.

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When studying at this university, students benefit from studying with
professors and lecturers of international standing from top universities, as
well as a highly realistic training program and have access to instructional
technology, simulation equipment systems and chains. Furthermore, they
will be able to participate in at least one exchange semester at one of
VinUni's school partners, and they will be offered with important, unique
internship and employment opportunities later on. Students will graduate
with the necessary credentials, practical skills, and experience to work in an
international setting.
c/ Brand image
With good reputation of its parent company and many unique, professional
features that it offers, VinUni had received thousands of dossiers of interest
to register for admission for the first school year, opening in September
2020.
d/ Target market
VinUni aims to find and train young people with outstanding qualities, great
awareness, care about major issues of the society and the world; have
creative thinking and a strong desire to create excellent works and products,
to solve problems, in order to bring good values to life. It is imperative that
candidates must have the ability or potential to study in English as the
teaching environment will be internationalized. In addition, candidates will
have an advantage if they are talented in art, sports ...
e/ Current value proposition
“We aim to achieve breakthrough quality in higher education, contribute to
the country a world-class university that is accredited and ranked by
international standards, has excellent teaching and research capabilities,
that positively contributes to Vietnam's key economic fields and the global
knowledge economy.” – said Mrs. Le Mai Lan, Vice President of Vingroup.
f/ Issues

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Weaknesses: As VinUni is a newly founded university that has zero
achievement, it may be hard for it to compete with other famous universities
across Viet Nam as well as in other countries.
Strengths: The school's landscape, interior, and equipment designs are all
aimed at improving the student and faculty experience by meeting the
Quacquarelli Symonds 5-star QS standard. In addition to excellent facilities,
VinUni is a school with generous student support policies, with funds from
Vingroup of up to 3,000 billion VND.

BUSINESS ANALYSIS REPORT - VINUNI PAGE 9

 III. EXTERNAL ANALYSIS

Next, we will examine the external factors, including customers,

competitors and macro-environment, that have impacts on VinUni.
a/ Customers
Besides talented students who graduated from high schools across Viet
Nam, VinUni also aims for other specific groups of students.
In this Covid-19 pandemic, there are as many as 4,500 foreign students in a
total of 24,000 students of Cornell University currently having trouble
getting back to their university in the United States. This is the reason why
on July 21, 2020, VinUni and Cornell University signed a cooperation
program called “Study Away”, also known as “special study abroad
program”, exclusively for these international students.
Lately, on March 11, 2021, VinUni University announced the launch of a
Special Recruitment for foreign students and gifted Vietnamese students
with international recognition. As a result, the Special Enrollment targets
the following students: (1) excellent students from all over the world; (2)
Vietnamese or international students who have won medals at international
or national scientific Olympics and (3) Vietnamese or international students
who have been accepted and chosen by prestigious universities around the
world.

BUSINESS ANALYSIS REPORT - VINUNI PAGE 10

b/ Competitors
VinUni is a newly-established university, therefore it has to compete with
many other universities in Vietnam that have been founded and operated
for a long period of time. However, with the similar training quality as well
as tuition fee, RMIT University and Fulbright University can be taken into
consideration as VinUni’s direct competitors.
RMIT International Private University in Vietnam is the Asian branch of
RMIT University (located in Melbourne), the largest university in Australia.
RMIT is among the universities with the best infrastructure, modern
learning environment, and professional faculty. The school offers business,
engineering and design programs. The tuition fee at this university is about
13,000 USD per year.

Fulbright University Vietnam is an independent university with 100%

foreign capital investment under the sponsorship of the US Government,
operating not for profit. The school is currently divided into three integrated
training facilities: Fulbright School of Public Policy and Management,
Fulbright School of Engineering and Applied Science and Fulbright
University. To study at this university, students need to spend about 23,000
USD per year.

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Besides, as VinUni is in cooperation with Cornell University and the
University of Pennsylvania, other universities in the Ivy League may be
considered as its indirect competitors.

c/ Macro-environment
Political factors:
In recent years, the government has encouraged all sectors to invest in
education and science. Currently, private individuals run 25% of the schools
in the country, with about 9-10 private universities with large-scale
investments and modern facilities. Several successful companies in other
enterprise and production industries, including Vingroup, have invested
resources in teaching, university, and scientific research.
“On behalf of the Ministry of Education and Training, as the government
agency in charge of the state management function of higher education, we
will propose to the Government and Prime Minister pilot policies and
mechanisms, a breakthrough for elite universities to develop,” – said Mr.
Phung Xuan Nha, Minister of Education and Training.

BUSINESS ANALYSIS REPORT - VINUNI PAGE 12

Economic factors:
The Vietnamese economy was impacted by the COVID-19 pandemic as a
result of its widespread economic integration, but it also showed remarkable
resilience. Because of proactive countermeasures at both the central and
local levels, the epidemic's initial effect is not as severe as it is in many other
countries. The Vietnamese economy will recover by 2021 thanks to a solid
foundation and if the COVID-19 epidemic is contained in Vietnam as well as
the rest of the world.
Social factors:
As the world is globalizing, more and more Vietnamese parents are wanting
to have their children study abroad in order to experience the international-
quality environment. However, due to the spreading of Covid-19, many
students are having trouble traveling to other countries. Therefore, there is
raising demand for international-quality universities based in Vietnam like
VinUni.
Legal factors:
The recently published supplement and amend law for a number of articles
of the Law on Higher Education, as well as Decree No. 99 guiding a number
of articles of the Law, are policy breakthroughs in creating an equitable legal
environment. For the development of private universities, particularly not-
for-profit private universities, it is clear and transparent.
d/ Issues
Threats: With its high tuition fee, many families will hesitate in making
decision on choosing VinUni for their children. It is very difficult to train
elites and create extraordinary individuals without elite learners, and this is
one of VinUni's greatest challenges.
Opportunities: VinUni is developing a new teaching and training method in
corporation with the two famous universities from the Ivy League, Cornell
and Pennsylvania University, that has the potential to attract talented
students who want to have professional and unique experience but do not
want to study abroad, especially in this Covid-19 pandemic.

BUSINESS ANALYSIS REPORT - VINUNI PAGE 13

 IV. RECOMMENDATION

As all of the analysis mentioned above, we can see that VinUni is developing
a right way with unique characteristics. However, there are some
suggestions that can be made so as to improve its position in Viet Nam’s
market.
Firstly, in terms of the price, VinUni’s fee is still comparatively higher than
its competitors’. Therefore, not many low-income families could afford to
send their son or daughter to study at this university. VinUni is offering
generous with scholarships, which is a good strategy at this moment to
attract talented individuals. However, may be in the future, they can
somehow reduce the cost in order for more students to choose to study at
VinUni.
Secondly, they should consider building one more campus in Ho Chi Minh
City - is the biggest city in Viet Nam, with an aim to attract talented students
in the Southern.
Thirdly, after few years operating, VinUni should offer more specializations
so that students can have a variety of options when deciding to go to this
university.

BUSINESS ANALYSIS REPORT - VINUNI PAGE 14

REFERENCE LIST
About Vin University. (2020, December 16). VinUni.
https://vinuni.edu.vn/about-vinuniversity/
Có gì ở VinUni: Tư duy khác biệt và hành động khác bi ệt . (2019, May 13).
Copyright © 2020 by baotintuc.vn. https://baotintuc.vn/doanh-nghiep-
san-pham-dich-vu/co-gi-o-vinuni-tu-duy-khac-biet-va-hanh-dong-khac-
biet-20190513151700063.htm
Đại học VinUni đón sinh viên quố c tếđang bị “mắc kẹt” vì COVID-19.
(2020, July 22). Báo Công an Nhân Dân Đi ện T ử. http://cand.com.vn/giao-
duc/Dai-hoc-VinUni-don-sinh-vien-quoc-te-dang-bi-mac-ket-vi-COVID-19-
603846/
Khám phá đại học VinUni - Ở đâu, thông tin học phí, ngành học? (2020,
October 19). DATVIETVNN.com. https://datvietvnn.com/dai-hoc-vinuni/
Tuition & Financial Aid. (2021, March 16). Fulbright University Vietnam.
https://fulbright.edu.vn/tuition-and-financial-aid/
VinUni bắt đầu hoạt động theo mô hình đại học tinh hoa. (2020, January
15). Baodientu.Chinhphu.Vn. http://baochinhphu.vn/Hoat-dong-cua-lanh-
dao-Dang-Nha-nuoc/VinUni-bat-dau-hoat-dong-theo-mo-hinh-dai-hoc-
tinh-hoa/385117.vgp
VinUni được kỳ vọng tạo đột phá trong chấ t lượng đào tạo. (2020a).
Hanoimoi.Com.Vn. http://www.hanoimoi.com.vn/ban-in/Giao-
duc/899474/vinuni-duoc-ky-vong-tao-dot-pha-trong-chat-luong-dao-tao
VinUni được kỳ vọng tạo đột phá trong chấ t lượng đào tạo. (2020b).
Hanoimoi.Com.Vn. http://www.hanoimoi.com.vn/ban-in/Giao-
duc/899474/vinuni-duoc-ky-vong-tao-dot-pha-trong-chat-luong-dao-tao
VinUni được phê duyệt và hoạt động theo mô hình đại học tinh hoa . (2020).
VinGroup. https://vingroup.net/tin-tuc-su-kien/bai-viet/2131/vinuni-duoc-
phe-duyet-thanh-lap-va-hoat-dong-theo-mo-hinh-dai-hoc-tinh-hoa
VinUni groundbreaking ceremony - not-for-profit university with
international standard. (2018, November 16). VinGroup.
https://vingroup.net/en/news/detail/1952/vinuni-groundbreaking-
ceremony-not-for-profit-university-with-international-standard

BUSINESS ANALYSIS REPORT - VINUNI PAGE 15

VinUni tuyển sinh đặc biệt thu hút sinh viên quốc tế. (2021, March 11). Tin
tức mới nhất 24h - Đọc Báo Lao Động online - Laodong.vn.
https://laodong.vn/giao-duc/vinuni-tuyen-sinh-dac-biet-thu-hut-sinh-
vien-quoc-te-888020.ldo
VinUni và khát vọng đại học tinh hoa: Thách th ức 'săn' người tài | Giáo dục
| Vietnam+ (VietnamPlus). (2019, November 13). VietnamPlus.
https://www.vietnamplus.vn/vinuni-va-khat-vong-dai-hoc-tinh-hoa-thach-
thuc-san-nguoi-tai/607054.vnp

BUSINESS ANALYSIS REPORT - VINUNI PAGE 16