Marketing analysis and proposal for Vinfast Vfe34

1 I Excutive summary VinFast is that the first automobile manufacturer within the Vietnamese market, and it's a part of Vingroup, Vietnam's largest corp and one among the country's major technology, industry, and repair conglomerates Up to now, Vinfast cars are produced with car models including Vinfast Fadil, Vinfast Lux SA2.0, Vinfast Lux A2.0, Vinfast president, and therefore the company plans to launch a brand new line which is an electrical car under the name VFE34 The thing that drives this creativity is because of the most impact of environmental factors when the planet is facing significant temperature change year by year additionally, the corporate also wants to extend competition with other giants like Tesla, Hyundai and catch up with the trend of the car manufacturing industry This marketing plan includes the marketing audit, objectives, 7P marketing mix, action plan, budget allocation, control and monitor measures, detailed media plan,… To clarify, this report can help Vinfast identify the target customers, competitors, USP; besides, it also assists the corporate in developing an idea for marketing the brand and increasing sales or income for the corporate It also gives Vinfast information about the market, ideal clients, and the way to interact them effectively Moreover, it can help the corporate to cut back risks with the new product launch as VFe34 This marketing plan is implemented during a time-frame of year from 1/1/2022-31/12/2022 with 070 136 179 VND II Marketing audit External analysis 1.1 Macro-environment (PESTLE) Political Factors  Polical stability In Vietnam market Implication for Vinfast  In South East Asia, Vietnam is one of the  (O)Creating circumstances most politically stable countries (Gov.UK, that will allow Vinfast to 2021) improve circulation manufacturing and processes while maintaining a reliable supply chain Besides, it also presents that Vinfast could have a great foundation to Economic  GDP growth  Despite  Citizen’s income  Economic openness  Inflation  Economic recession the COVID-19 make the business progress epidemic,  (O) stimulate the purchase Vietnam's economy is expected to rise at demand 2.9 percent in 2020 (it increased at 7% in thereby helping the company 2019) The country is rated 38th in the increase sales as well as world and 4th in the Association of revenue Southeast Asian Nations  The income of people from stable and emerging economic zones is increasing  of consumers, (O) create conditions for the company to import raw materials from abroad day by day As a result, their spending  (T) Company have to cost a power also increases lot of money in the  Vietnam is a country with a relatively high  (T) Not only does this lower economic openness  The manufacturing and processing price Recession: this is the number of buyers, but it also reduces the company's index rose 4.97 percent (Luu, 2021)  Economic production process the income consequence of the Covid 19 epidemic Buyers' purchasing power is being eroded as they are forced to be more frugal with Social  Covid pandemic  Buying habit  Education growth their money  On January 1, the Ministry of Health  (T) The restriction of travel announced that there were 14,822 Covid- causes the demand to buy 19 cases, of which 216 died; more cases cars to decrease, thereby of Omicron (VnExpress, 2021) causing Vinfast to decrease  Buying habit “Vietnamese people use Vietnamese product” in revenue  (O) Consumers are more  Vietnam's education system is currently inclined to utilize private expanding, providing a potentially rich vehicles rather than public people resource in addition to a team of transportation such as buses human resources from returning foreign and trams because they are students.(World Bank,2019) conscious separation of As Vinfast will be social a result, able to improve both automobile sales and profit  (O)Vinfast has created reditbility in the Vietnamese buyer's perspective with the automobile "made in Vietnam."  (O)Create a large pool of high-quality Technology  Ecommerce  Digital marketing  Technology human resources for Vinfast  The average growth rate of e-commerce in  (O) Creating circumstances the period 2016-2019 is about 30% for Vinfast to extend its retail following a report by the VECOM and online sales techniques, (Vnexpress, 2021) making  Digital marketing is considered a way to advertise items that businesses are looking for as the digital technology and increasing income are brand manufacturing perception such as automation, artificial intelligence, and products more easily, in order to improve incorporating new technology into their processes, for customers to approach them advertise manufacturers easier era  (O) It is an opportunity to progresses  Automobile it awareness of in the customers Besides, it also is a chance to accquire and apply new 10 ... Up to now, Vinfast cars are produced with car models including Vinfast Fadil, Vinfast Lux SA2.0, Vinfast Lux A2.0, Vinfast president, and therefore the company plans to launch a brand new line... Toyota, and Tesla (T )Vinfast and its rivals provide items that are comparable Honda and Toyota are equal to VinFast in terms of pricing and quality It has a high degree of brand recognition, and. .. reputable dealers for themselves, Vinfast has used 3S: 1S (Sales); 2S (Selling Services and Parts) and 3S (Sales and Supplying Services and Parts) to increase coverage and convenience for consumers