TIỂU LUẬN

MÔN ANH VĂN CHUYÊN NGÀNH

ĐỀ TÀI: MARKETING MIX OF VINFAST

Ngành: QUẢN TRỊ KINH DOANH

Chuyên ngành: QUẢN TRỊ KINH DOANH TỔNG HỢP

Giảng viên hướng dẫn: ĐINH THỊ DIỆU THUÝ

Sinh viên thực hiện: NGUYỄN HUY LUÂN
MSSV: 2119120398

TP. HỒ CHÍ MINH, NĂM 2021

 Mục lục
I. Overview of Vinfast........................................................................................................4
II. Vinfast tops sales in 3 car segments..............................................................................4
III. Vinfast's leading Marketing Mix strategy....................................................................5
1. Product...........................................................................................................................5
2. Price (Price)....................................................................................................................6
3. Place (Distribution)........................................................................................................7
4. Promotion (conducting trade)........................................................................................7
IV. Vinfast's vision and ambition.......................................................................................8
V. The role of Marketing Mix strategy with businesses....................................................8
 PHIẾU NHẬN XÉT CỦA GIẢNG VIÊN HƯỚNG DẪN
Họ và tên sinh viên: (1)NGUYỄN HUY LUÂN.....MSSV:2119120398...........
Lớp :CCQ1912L...................................................Khoa:Quản trị kinh doanh..
Tên đề tài :marketing mix of vinfast................................................................

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Bằng chữ: … … … … … … …
Ngày tháng năm
2021
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 TOPIC:
marketing mix of vinfast
I. Overview of Vinfast
VinFast is Vietnam's first electric car and motorbike brand. The brand belongs to
VinFast Manufacturing and Trading Company Limited (VinFast LLC), belongs to
Vingroup group led by billionaire Pham Nhat Vuong.
With the aim of building a high-class and recognized Vietnamese car brand in the
international market, on October 2, 2018, Vinfast officially introduced two
products: Vinfast LUX A2.0 and Vinfast LUX SA2. 0 at the Paris Motor Show.
This is the first time the Vietnamese car brand is present at the world's largest auto
show.
Currently, VinFast is distributing electric cars and motorbikes in the Vietnamese
market, in which names such as Fadil, VFe34, Lux A2.0 and Lux SA2.0
respectively rose to stand. TOP best-selling cars in the segment recently. In
particular, VFE34 is the first electric car model of VinFast that has achieved a
record of more than 3000 orders within 24 hours from the time of sale.
In the article below, Sage Academy will analyze the Marketing Mix strategy to help
Vinfast take the lead in the automotive segment.
II. Vinfast tops sales in 3 car segments
Vinfast Lux overwhelms the E-class SUVs and the Sedan segment At the end of
May 2020, Vinfast reached a total of 4,503 cars sold on the market, with Lux A2.0
and Lux SA2.0 cars growing by 61% and 60% respectively compared to the
previous month, overwhelming the entire market. the entire E-class sedan and SUV
segment on the market. The Fadil range also grew strongly and achieved 18,016
vehicles in the whole year. Summarizing 2020, VinFast is proud to be the first in
sales in all 3 segments, being the first auto brand to dominate the Vietnamese
market. In February 2021, Vinfast Fadil excelled at the top of the A chart with
1,090 cars sold after only 2 years of launch. With that result, VinFast Fadil is far
ahead of many models of big players in the industry such as: Hyundai Accent,
Mitsubishi Xpander and Toyota Vios. Summarizing the first 4 months of 2021,
Vinfast's auto sales reached a total of 9,566 vehicles of all kinds; including 5,707
Fadil cars, 2,085 Lux A2.0 cars and 1,774 Lux SA2.0 cars. In terms of market
share, Vinfast increased two places in January 2021 to 4th place, with 9.4% market
share, the highest figure ever. Vinfast's customer segment focuses on high- and
middle-income groups. Customers in this segment want to own world-class cars, but
at a reasonable price, suitable for their pocket.
III. Vinfast's leading Marketing Mix strategy
Marketing Mix is a collection of marketing tools used to accomplish a business's
marketing goals. Marketing Mix will include 4 elements: Product (Product), Price
(Price), Place (Distribution) and Promotion (Trade promotion).
1. Product
As of 2021, Vinfast has deployed car lines including: VinFast Fadil, VinFast Lux
(including VinFast LUX SA2.0 SUV and VinFast LUX A2.0 Sedan), VinFast
President and VinFast Premium (including 7 models: VinFast). Pre A Hatchback,
VinFast Pre B Hatchback, VinFast Pre C Sedan and CUV, VinFast Pre D Sedan,
SUV and MPV family car).
Vinfast positions its brand as “The first automobile manufacturer in Vietnam”. To
strengthen this brand position, Vinfast has hired two famous Italian designers,
ItalDesign and Pininfarina (ItalDesign is a famous designer associated with the
names of Ferrari and Lamborghini); and cooperates with well-known global
automotive engineering and manufacturing companies such as Magna Steyr and
Bosch, AVL, ZF, GROB, Thyssenkrupp, AVL and MAG.
The cooperation with these famous brands not only helps Vinfast have the same
quality as other car manufacturers around the world, but also strengthens the image
of high-class Vietnamese cars in the hearts of users.
2. Price (Price)

Pricing strategies give businesses a competitive advantage.

Price includes pricing strategies that give the product a good competitive advantage
in the market, as well as a good defense against potential competitors.
Back to Vinfast's target customers who want high-quality cars that are affordable.
Based on this demand, Vinfast has determined a price strategy that is higher than
Korean-Japanese automakers, but lower than European automakers such as
Mercedes or BMW. Specifically, the fadil car costs from 414 to 490 million,
slightly higher than rivals such as Yaris Toyota, I10 Hyundai, Morning Kia.
LuxSA2.0 cars are 1.5 billion VND - 1.8 billion VND, competing with products in
the same segment such as Honda CR-V, Toyota Fortuner, Hyundai Santafe, Kia
Sorento.
In addition to building a pricing strategy based on market segments, Vinfast also
makes price adjustments to satisfy users. The voucher program integrated by
Vinfast with the Vinhomes project is called "Elite Class" - giving a VinFast car
purchase voucher worth up to VND 200 million to all homebuyers. Accordingly,
customers who buy any Vinhomes product will be given a car voucher
VinFast. Others who buy a house under VND 2 billion will receive a voucher worth
VND 70 million (applied when buying a VinFast Fadil car); from 2 to 3 billion
VND will get 150 million VND voucher (applied when buying VinFast Lux A2.0
car); Over 3 billion VND will be given 200 million VND voucher (applied when
buying VinFast Lux SA2.0 car).
3. Place (Distribution)
Vinfast's distribution strategy includes:
• Acquiring other distribution channels
From March 15, 2019, Vinfast officially took over the Chevrolet business under
GM. This means that Vinfast will be able to use GM's production plant, sales agent
and customer care system. Instead of monopolizing business, Vinfast built a dealer
system of two brands Chevrolet - Vinfast. This distribution strategy helps Vinfast
penetrate the market more easily, saving time and costs for system building and
location selection.
• Make wide distribution.
In addition to the distribution channel at Vinfast's main dealer, Vinfast currently has
more than 200 showrooms across the country to help bring products to users.
In addition, Vinfast also plans to penetrate the international market. On June 11,
2020, Vinfast's first showroom in foreign markets was located in Australia with a
team of experts from Lord, GM,...
4. Promotion (conducting trade)
Trade promotion is also known as communication activities that businesses use to
reach potential customers.
Marketing Management by Philip Kotler mentioned 4 main groups of
communication tools: Advertising, Events, Direct Marketing and Public Relations.
Besides appearing continuously on social networks and forums and newspapers,
some typical media activities of Vinfast can be mentioned as follows:
• In the first phase of market penetration, Vinfast created a media boom by using
KOL "David Beckham" at the Paris Motor Show.
• Vinfast implements bold sales policies such as: 3-zero price policy on the first day
of launch, "Registration 0 VND" offer, 10% discount when paying directly, interest-
free loan for the first 2 years for customers who pay. At the same time, the 5-year
installment policy and after-sales service also help Vinfast retain old customers and
even turn them into "brand ambassadors".
IV. Vinfast's vision and ambition
Recently, Vingroup, said via Reuters, VinFast electric cars will be launched in the
US and European markets in 2022. VinGroup bets big on the US market with
VinFast cars and hopes SUVs. Electricity and battery rental models will be able to
compete with major domestic manufacturers such as Tesla and General Motors
(GM).
After only 2 years of launch, the Vinfast brand has overwhelmed the giants in the
industry, dominated the Vietnamese market, and constantly made new strides to
foreign markets. Behind the success of Vinfast is the understanding of the market,
customers and competitors, thereby giving the right and effective Marketing Mix
strategies.
V. The role of Marketing Mix strategy with businesses
Marketing Mix strategy helps the product to survive long and firmly in the
competitive market. At the same time, a good strategy will help link the business's
production activities with the market, reach potential customers more effectively,
and have a competitive advantage over competitors.
 GLOSSARY

stt Từ vựng nghĩa

1 installment trả góp

2 penetration thâm nhập

3 activities hoạt động

4 Management Sự quản lý

5 overwhelmed choáng ngợp

6 domestic trong nước

7 effectively hiệu quả

distribution phân phối

8

9 channels kênh truyền hình

10 custome Trang trí

11 easily dễ dàng

12 costs chi phí

13 location selection lựa chọn vị trí