A.

Describe the market

1. Geographical region

Vietnam's geography is the geographical features of Vietnam, a country located on

the eastern edge of the Indochinese peninsula, the center of Southeast Asia. The
area of Vietnam is 331,212 km². Vietnam's land border is 4,639 km long, bordered
by the Gulf of Thailand to the southwest, the Gulf of Tonkin and the East Sea to
the east, China to the north, and Laos and Cambodia to the west. The shape of
Vietnam on the map is S-shaped, the distance from north to south (according to the
crow flies) is 1,650 km The coastline is 3,260 km long, excluding islands. In
addition to the internal waters, Vietnam claims 12 nautical miles of territorial sea,
another 12 nautical miles of contiguous zone, 200 nautical miles of exclusive
economic zone and finally continental shelf. The waters under Vietnam's
sovereignty, sovereign rights and jurisdiction occupy an area of about 1,000,000
square kilometers in the East Sea. Vietnam currently has 93.5 million smartphone
users (smartphones), the proportion of adults using smartphones in Vietnam is
about 73.5% and the goal is to increase this rate to 85 % at the end of 2022.
2. Forms of comunication available in Vietnam
- Communicate directly
- Telephone communication techniques
- Communication method
- Use of social networks
Email is a way to communicate.
3. Consumer buying habits

1. Convenience (Convenience-C)
Convenience refers to a situation where tasks are simplified, easy and can be done
with less effort without discomfort or difficulty. Convenience in smartphones can
refer to the ability to use smartphones anytime, anywhere without having to move
the smartphone in a fixed machine (Ding et al., 2011). A smartphone is a device
that acts as powerful as a laptop, holding everything like documents, pictures,
games and other applications. Previous studies have found convenience to be an
important determinant of consumer purchase.
2. Social Influence (SI)
According to Rashotte (2007), social influence is about changing feelings,
attitudes, thoughts and behaviors, which are intentionally or unintentionally
influenced by others. Nowadays, people can access online social network through
popular applications such as Facebook, Twitter, Instagram, Zalo,... They can find
not only information related to smartphones but also You can get product reviews
and ratings from other users who are currently using smartphones. Consumers tend
to get advice and opinions and will buy smartphones similar to what their friends
and family are using.

3. Product Feature (PF)

Product feature is an attribute of a product to satisfy the needs and wants of
consumers through ownership of the product and how it is used. Product features
include hardware and software. The hardware of a smartphone is the body, size and
weight of the phone. Color and design are also considered hardware as it is the
physical appearance of the smartphone. Smartphone software is the operating
platform, storage memory or applications that run on the phone. The software for
smartphones is popular on the market, such as: iOS, Android, Windows, RIM
Blackberry, ...

4. Brand (Brand Name-BN)

According to the American Marketing Association, a brand is defined as a name,
term, symbol, or design, or a combination thereof, intended to identify the goods
and services of one seller or group of sellers and to differentiate them. with
competitors. Brand is also an element of the relationship between the company and
the customer (Kotler and Armstrong, 2010). The importance of brands in shaping
consumer behavior towards smartphones has been recognized in previous studies,
most organizations emphasize that brands can be invaluable assets for brands. their
products and services. For example, the brands of Samsung, BlackBerry, Apple,
HTC, Nokia and LG are the most purchased smartphones by customers.

5. Dependency-D
Dependence is a strong tendency for constant high use, to be absorbed and
unwilling to separate from it (Ding et al., 2011). The use of smartphones is not
only limited to calling and texting, connecting to the internet, but one can also
perform many other functions such as online shopping, electronic money transfer,
E-Learning, etc. yes with previous regular mobile phones. Lay-Yee, Kok Siew &
Yin Fah, (2013) found that dependence is significantly correlated with purchase
intensity.

.6. Price (Price-P)

Price is one of the most important factors influencing consumers' choice to
purchase a product or brand. According to the law of demand, when the price of a
good increases, demand decreases. Price is the amount charged for a product or
service, or the total value that customers exchange for the benefit of having the
product or using the service (Kotler and Armstrong, 2010). Price has been found to
have a significant effect on purchase intensity in many previous studies.

7. After-Sale service
The importance of after-sales service has been recognized by long-standing
commodity manufacturers. In developed countries more emphasis is placed on
after-sales service, because after-sales service not only proves a competitive
advantage and helps to position the brand, but also makes a significant contribution
to profit generation. After-sales service is considered as a factor that can have a
significant impact on purchasing decisions and consumer satisfaction. After-sales
value stream includes timely delivery, installation of products for customers, good
warranty period, enhanced service quality, right consumer feedback on the whole
service, product and work as recommended by the majority of consumers.

.8. Perceived Value (PV)

Kolter and Kelly (2006) defined the perceived value proposition as a set of benefits
that a company offers to its customers to meet their needs, that is, a combination of
products, services, information and experience. Customers' purchasing decisions
derive from consumers' perceptions of perceived benefits and values, which are
important keys to predicting consumer purchasing behavior (Monroe and
Krishnan, 1985). Thaler (1985) also considers that perceived value is an important
premise affecting the purchase intention of consumers because it is a component of
transaction utility and repurchase utility.
C. Market size
According to statistics from the General Department of Customs, Vietnam's export
turnover of computers, electronic products and components grew continuously in
the 2016-2020 period, with an average growth rate of 23 , 8 years. The group of
computers, electronic products and components has helped Vietnam continuously
set up many miracles in terms of exports, exports are constantly increasing, an
average of 5.794 billion USD/year, from the position of the 47th country for the
past 47 years. 2001 to 12th in the world and 3rd in ASEAN in terms of electronics
exports with a turnover of 44.6 billion USD in 2020.
D. Positioning

For the majority of users, Apple's Iphone brand has a very separate place, separate
from other brands. Referring to Iphone, consumers will often think of trendy
design with meticulous care, "luxury" and modern style. The iPhone may never be
the most powerful phone with the most cameras, but it's always the prettiest. And
in return, product prices are always sky-high, exalting the premium of brand
positioning.
To compete with Iphone, Samsung has built the image of a product line in the
same high-end segment, but more harmonious between good performance and
beautiful modern design.
The group of Chinese brands (ZTE, Honor ...) when entering the smartphone
market, certainly realize that it will be very difficult to compete in the high-priced
segment with international giants like Samsung or Apple. . That's why they chose
to build a position in the low-priced segment, and differentiate themselves by
putting terrible performance in low-cost phones. You can easily come across super
cheap Chinese phones but have cameras with more dots than iPhones, huge
memory or powerful chips.
E. Government participation in the marketplace
The Vietnamese government is committed to continuing to create a fair,
transparent, and market-based business environment, creating maximum conditions
for US businesses and investors to increase their operations in Vietnam, especially
is on an area of both economic and strategic significance.
The Prime Minister assessed that Apple products have become very popular in the
world, including Vietnam; Vietnamese people of all ages, especially in urban
areas, are very fond of Apple technology products. With the global digital
economy growing strongly, it is certain that Apple products will be more and more
interested.