1.

Introduction

1.1. Rationale

Vinhomes Joint Stock Company is the real estate development and management
company in Vietnam. In accordance with the worldwide trend, Vinhomes will uphold
the advancement of online business and augment it by incorporating fresh features and
harmonizing digital platforms. This will culminate in a seamless ecosystem in the real
estate industry. Most revenue tends to increase in the past 3-5 years, but revenue in 2022
will decrease due to the impact of the covid 19 pandemic. Vinhomes ‘s competitor such
as Nova Group Joint Stock Company (Novaland), FLC Group Joint Stock Company,
Sun Group Joint Stock Company (Sun Group), Phu My Hung Development
Corporation, etc. Companies with the largest market share of the real estate market
include Vinhomes, Novaland, Hung Thinh, Eco Park, Dat Xanh and the level of
competition in this market is high and fierce (Vinhomes, 2020)

Vinhomes has become a unit involved in the construction and transformation of large-
scale housing development projects, leading in the region, contributing to promoting the
development of large, suitable urban area in line with the development trend of Vietnam
and the world. Vinhomes Joint Stock Company was recognized as one of the top 10 real
estate developers in Vietnam at the BCI Asia Awards 2020-2021, this is the 7th time in
a row that the company has received this award. Vinhomes develops 3 product lines
Vinhomes Sapphire,Vinhomes Ruby, and Vinhomes Diamond. Vinhomes Sapphire is a
modern apartment line, spend for dynamic young people who love technology, tend to
choose smart and flexible solutions in life. Vinhomes Ruby is a more advanced
apartment line, for a group of modern and civilized family customers, towards a high-
class life, full of utility services and Vinhomes Diamond is the most luxurious apartment
line in the Vinhomes system with high-class apartments, full of high-class facilities for
elite customers. The products of Vinhomes Diamond will be like the apartments of the
Vinhomes Golden River project. About market share, in 2020, revenue and equivalent
funds increased by 381.352 trillion dong, which is a 2.86% increase. However, in 2021,
the amount of cash in the fund decreased significantly by 9.087.891 trillion dong, equal
to a 66.27% decrease. This indicates that the company's cash reserves are relatively low.
The reason for this is that the company had reached a significant phase of transferring
ownership, which involved four major projects: Vinhomes Ocean Park, Vinhomes
Grand Park, Vinhomes Smart City, and Vinhomes Symphony. The financial income for
2020 included all the revenue earned from these projects as well as Vinhomes'
operations, business cooperation contracts (BCC), and wholesale activities. Market
growth of Vinhomes from the end of 2020 to the end of 2021, Vinhomes' revenue
reached nearly VND 85 trillion, up 19% and profit reached nearly VND 39 trillion, up
38%, showing that the company's revenue and ability to invest successfully increased
compared to the previous year. But it also shows a decrease in the company's liquidity.
In the context of the complicated development of the Covid-19 pandemic in 2022, real
estate buying and selling transactions on the market are also very difficult because it is
not possible to conduct meetings, exchanges, delivery and delivery. Total revenue in
2022 reached more than VND 62 trillion, down 27% and profit after tax in 2022 reached
more than VND 29 trillion, down 25% compared to 2021 (Gosell, 2023; King Land,
n.d.; Vinhomes, 2020, 2021, 2022).
These marketing strategies play an essential role in the marketing mix of a busines. It
help company achieve marketing objectives, provides direction, ensures coordination,
reduces wastage, ensures better control. From there, it helps the company's sales growth,
it not only meets customer needs but also expands the reach, helps more people know
about the company's products. From there, the business will have more opportunities to
bring products closer to consumers.

There are many research about Hermès company, one of them is analysis the
contradiction between Hermès online sales marketing and brand position conducted
by Xin Zhang. In this research, the author used the marketing theory of 4Ps to conclude
that high-quality products, offline consumer services and aesthetic experience, the
high-priced strategy with rarity as its core and unique publicity and promotion methods
are its four main marketing advantages. Another research is the research strategy and
specifics analysis in the real estate field of Vinhomes group conducted by Nho Cuong
Tran. The author used data collection methods to puts into practice and presents
policies to motivate and promote the potential of research and development in the field
of real estate, from which other corporations can copy, learn, expand and innovate to
be able to have the same success as a breakthrough in business but there are no
research about analyzing the marketing strategy of Vinhomes (Cuong et al., 2022;
Zhang, 2023).

1.2. Aims

By using secondary data, this study aims to analyze the marketing strategy of Vinhomes
company in order to give ideas to help the company achieve its goals and develop in the
future.

1.3. Scope

This is a research in the real estate field of Vinhomes company in Vietnam market in
the period from 2020 to 2022 using secondary datas.

1.4. Significance of the study

In future, this research can help your business reduce the risk in your business activities
by catching market trends. Besides, it also help identify trends and opportunities in the
industry and accurately calculate return on investment, and adjust your business plan
and budget accordingly (Gosell, 2023).

1.5. Structure

Chapter 1 talks about rationable, aim, scope, importance of the study and structure.
Chapter 2 covers an overview of the company, concepts and definitions, theories and
previous studies. Chapter 3 discusses research design, source of data, data collection,
and data analysis. Chapter 4 focuses on describing the findings and discussion of STP,
SWOT, Marketing mix and Porter's Five Forces. Chapter 5 discusses conclusions and
recommendations.
REFERENCES
Cuong, T. N., Tien, N. H., & Chi, D. T. P. (2022). Analysis of research and
development strategy of Vinhomes real estate group. Ho Chi Minh City, Viet
Nam
Gosell. (2023). Phan tich thi truong la gì? Tam quan trong cua thi truong doi voi
doanh nghiep. Retrieved from https://gosell.vn/
King Land. (n.d.). Su khac biet giua 3 dong san pham Vinhomes Sapphire, Diamond,
Ruby. Retrieved from https://bdskingland.vn/
N. Hien. (2023). Chinh sach phuc tap lam giam nguon cung, gia nha tang lien tuc. Tuoi
Tre. Retrieved from https://tuoitre.vn/
Tien Long, & Thanh Chung. (2023). De xuat cac giai phap go kho cho doanh nghiep.
Tuoi Tre. Retrieved from https://tuoitre.vn/
Vietnamnews. (2022). Vinhomes lot top 10 nha phat trien bat dong san hang dau Viet
Nam. Retrieved from https://vietnamnews.vn/
Vinhomes. (2020). Bao cao thuong nien 2020. Ha Noi
Vinhomes. (2021). Bao cao thuong nien 2021. Ha Noi
Vinhomes. (2022). Bao cao thuong nien 2022. Ha Noi
Zhang, X. (2023). Analysis of Hermès Marketing Strategy and Chinese Application.
Shantou, China.