be group is a vietnamese technology compan

Be’s core business - Their main form of business is providing ride-sharing services through their platform, known simply as "Be." This platform connects passengers in need of transportat

Table of Contents

A.INTRODUCE 3

1 Company’s history and profile 3

1.1.Outline 3

1.2 History and important milestones 3

2 Be’s core business 4

3 Management team 4

4 Organization structure 4

B SERVICE DESCRIPTION - BETRANSPORT 5

1 The Characteristics & The Benefits 5

2 Target Markets 7

3 SWOT 8

3.1 Be's strengths 8

3.2 Be's weaknessess 9

3.3 Be's opportunities 10

3.4 Be's threats 10

4, The service of competitors 11

4.1 Service: 11

4.2 Price: 11

4.3 Distribution: 12

4.4 Promotion: 12

C CURRENT MARKETING STRATEGY 13

1 Be Tho - Mid-Autumn Marketing Strategy 13

2 Video “ Siêu nhiều xe, giá siêu tốt” 15

D PROBLEMS & SOLUTIONS 16

1 Service Aspect 16

1.1 Problems 16

1.2 Solutions 16

2 Price Aspect 17

2.1 Problems 17

2.2 Solutions 17

3 Place/Distribution Aspect 18

3.1 Problems 18

3.2 Solutions 19

4 Promotion aspect 19

4.1 Problems 19

4.2 Solutions 19

E CONCLUSION 20

- There are 2 key services offered by BeGroup:

BeTransport (Ride-Sharing): Be offers a user-friendly ride-sharing platform,allowing individuals to easily book rides from the convenience of theirsmartphones This service provides a reliable and efficient transportation solutionfor daily commuters and travelers alike

BeDelivery (Food Delivery): BeDelivery, a subsidiary of Be Group,revolutionizes the dining experience by enabling users to order food from a widerange of restaurants and have it delivered to their doorstep This service ensuresthat users can enjoy their favorite meals from the comfort of their homes orworkplaces

1.2 History and important milestones

- 01/06/2018: Be has been formed with the name VEEP Technology

- 25/10/2018: Officially using the name Be Group

- 17/12/2018: Be officially rolled out with both #beBike and #beCar services in Ho ChiMinh City and Hanoi

- 01/04/2020: Expanded operating area to 10 cities

- 12/01/2021: Be launched Cake by VPBank Digital Bank

- 18/01/2021: Launching the Buy Flight Ticket feature

- 25/03/2021: Be introduced BeTaxi service in new provinces and cities, expanded itsoperating area to 21 provinces and cities.

2 Be’s core business

- Their main form of business is providing ride-sharing services through their platform,known simply as "Be." This platform connects passengers in need of transportation withdrivers who use their own vehicles to provide rides Users can book rides through the Beapp, similar to popular ride-sharing services in Vietnam like Grab or Gojek

- Thanks to the correct strategy and determination of long-term direction by thecompany’s Board of Directors, in less than 4 years, Be’s services are now present in 28provinces and cities nationwide, reaching more than 20 million downloads

3 Management team

- With the enthusiasm, capacity, and bravery of the founders, Be attracts a team of youngpersonnel ready to accompany Vietnamese startups to conquer new heights Currently,the most sustainable asset that Be owns is a team of about 100 technology personnel,more than 100 operations, legal, marketing, customer care, and business developmentpersonnel…

- In September 8th, 2021, Ms Vu Hoang Yen was employed as the CEO of Be Group,replacing Ms Nguyen Hoang Phuong As the new leader of Be Group, she is expected tofocus on a strategy to enhance development, aiming to transform Be into a sustainableand diverse digital ecosystem

4 Organization structure

The organizational model includes:

- Headed by the board of directors is the highest commander with comprehensiveresponsibility for the company's affairs

- Followed by 4 departments:

Finance & Accounting Department: Implementing financial decisions statingdirections, measures, and regulations on company financial management.Sales Department: Directly outlines and develops strategies to build a growingcompany

Personnel & Administrative Organization Department: Performing administrativetasks and handling prescribed official documents

Technical Department: Controls the Be application, social network platform andsolves related technical issues

B SERVICE DESCRIPTION - BETRANSPORT

1 The Characteristics & The Benefits.

- The characteristics:

BeTransport was born to meet one of the important needs of society, which is the need tomove BeTransport differs from traditional transport in many particular ways, especially: Informed Price : Customers of BeTransport will know the exact price of the tripbefore deciding to use the service or not, unlike traditional transportation, whenpeople can be charged many different fees or even fooled by drivers because theycan use a longer way to increase the price

Informed Trip Information: Users are also informed with detailed informationabout the trip such as the total estimated time of the trip, the total distance anddirections, the pick-up time and distance of the driver, and detailed informationabout the driver

For users: Users can call a transportation faster, anytime - anywhere, and be taken

to their place, the price is reasonable, and travel with more peace of mind becausethe drivers are often strictly managed and licensed Especially for Be’ users, theyalways have a chance to choose whether to buy insurance with a very low price ornot Only with 1000đ per 1 beBike trip and 2000đ per 1 beCar trip, beTransportservice offer many benefits to their users as the following table:

1 Deceased, permanently disabled /person 500.000.000đ 500.000.000đ

2 Hospitalization allowance /person 4.000.000đ 6.000.000đAmount on the day of hospitalization 200.000đ 300.000đ

4 Transportation cost support /trip 200.000đ 300.000đ

For drivers: Stable income, creating good opportunities for many idle people.Despite being a full-time or part-time driver, the income is considered suitable.Especially with the help of the application, drivers do not have to find customers,they will receive information about in-need customer nearby, proactively acceptand pick-up the customers Besides, the registration procedure is not toocomplicated.

2 Target Markets.

Be group can classify target customers based on the following groups:

Students: They are people who need to move flexibly and frequently such as going toschool or working part-time They often have limited income, do not have enoughfinances to own a personal vehicle and need alternative solutions

Busy people: This customer can be an office worker, businessman or worker with a tightwork schedule and needs a convenient transportation service to save travel time.Tourists: Be group also targets domestic and foreign tourists who need transportation inthe city to explore tourist destinations The flexibility of Be group's taxi and motorbikeservices suits the flexible travel needs of tourists

The portrait of Be Group's target customers can be described as follows:

Education: Be's target customers are concentrated in the high school, college,university, and postgraduate groups.

- Viewpoint and lifestyle: Be's main customers are students with a simple, economicallifestyle, choosing vehicles that meet their immediate needs when they do not have theirown vehicles People living in big cities and dense urban areas are also Be Group's target,

as they often have difficulty finding parking and long travel times

- Consumption behavior:

Reasons and purposes of consumption: Be's target customers often use the service

to go to school and work

Consumption habits: They pay little attention to and often do not use publicvehicles such as buses because they carry a large number of people, causingcongestion

3 SWOT.

3.1 Be's strengths

- Partnership is key: By cooperating with many partners, Be Group can create manyservices, develop price campaigns, and offer many promotions or discount codes, whichnot only helps the company decrease the costs but also brings convenience to customers.BeTaxi - one of the services created by the partnership between Be Group andVinataxi, the Vietnam branch of transportation company ComfortDelGroSingapore This service has expanded users’ experiences, and brings a variety ofquality options for users

Be and Green & Smart Mobility Joint Stock Company (GSM) have alsocooperated to launch the BeVinfast service, whereby users can book the electrictaxis and motorbikes from SM Company

Be also cooperates with many banking businesses and e-wallet platforms such asMomo, ShopeePay, and Zalopay to expand customers' payment methods

Be also has a partnership relationship with many other local businesses, such asElite Fitness, VINCOM, Huyndai Motors, 30SHINE, These partnershiprelationships not only benefit the local businesses but also increase the number ofusers for Be

- Crowded driver team across cities: Another factor that creates a competitive advantagefor Be Group is focusing on the number of drivers, building huge networks across cities

Be focused on the benefits of the drivers to attract more and more peopleregistered to become a Be’s driver

The qualification process is often fast and convenient, the average income isconsidered stable, competitive with many competitions in the market

- Strength in the law: makes Be confident against their opponents

According to the company's representative, being clear about the legality andaccepting to pay 10% more VAT compared to other technology vehiclecompetitors is an advantage, unlike what many people think as a disadvantage From the beginning, Be has clearly defined the legal aspect, which can be anadvantage when other companies struggle to cope with changes in regulations and

"pay the price" when losing competitive advantage

3.2 Be's weaknessess

- Unstable service quality:

A driver who works for Be will be classified as one of the 4 driver’s levels.Drivers at the two lower levels, which are Silver and Gold, are only encouraged totake a services training program, not mandatory This may cause unstable servicequality when some drivers are not carefully trained

Be Group aims to build large driver networks, so the qualification process is alsofast, but sometimes, this may become a mistake when employing the wrongperson Some idle people choose technology drivers as a part-time job, so theymay not focus on the service quality, they just focus on the money they can make

This has led to many customer’s unpleasant experiences, causing negative feelingswhen thinking about Be.

- Increase Price Level:

In July 2023, Be announced that they would adjust the prices of some services Besaid this price adjustment will help offset part of the operating costs of drivers sothat they have more income opportunities to cover their living expenses andencourage them to be more active in serving customer’s needs

Many Be customers have continuously complained about "price increases" duringpeak hours and in difficult weather conditions Not only that, many customers stillencounter problems when using the service such as payment errors, refunds, etc.This may affect not only customers' experience but also future interest in theservices of this technology car company

- Shortage drivers in some rural areas:

In some rural areas or suburban, a shortage of drivers can be seen Be can notarrange which driver at which position to offer service to customers Driversproactively choose crowded areas to have more customers Because of this, manycustomers have complained about the distance of the nearest Be’s drive was toofar from them, leading to taking a long amount of time for pick up

- Technology is becoming more and more popular:

The number of smartphone users is increasing According to the draft NationalDigital Infrastructure Strategy to 2025 and the 2023 plan, the goal is for 85% ofadults to have smartphones This is a great opportunity for Be to be able to reach awider range of customers

3.4 Be's threats

- Strongly competitive market:

The competition in the technology ride-hailing market in Vietnam is increasinglyfierce Businesses not only compete on service fees, but also compete on thequality and diversity of services on the platform.This creates great challenges andpressure for businesses providing technology transportation services, including Be

- Financial crisis situation:

High inflation leads to a financial crisis, endangering technology ride-hailingcompanies such as Be Inflation will lead to costs that are too high, causing drivers

to leave the business and try to find other jobs

4, The service of competitors.

4.1 Service:

- Driver is the main factor for evaluating the service quality All three populartransportation service brands Grab, Gojek, and Be have drivers of all different age levels:students, new graduates, unemployed people, and middle-aged people who are still able

to drive

Speaking of Grab, through data collected from GPS positioning, gyroscopesensors and acceleration sensors from the Grab application during the trip, Grabcan send daily mobile telecommunications reports, every week for drivers.Thereby knowing their traffic habits of speeding, accelerating, and braking,helping to improve themselves

Gojek chose to follow the path of sustainable development, creating value fordrivers Gojek creates income opportunities for driver partners, offers emotionalsupport programs such as giving gifts, organizing movie watching, andappreciating driver partners and families

4.2 Price:

- Price is an issue that service users are concerned about, because each corporation has adifferent strategy, so travel costs are also different In general, the fares of the three carcompanies are nearly the same, without too much difference in cost :

is also famous for their high-level price, but the services offered is match with thelevel

Gojek: Taking advantage of the latecomer advantage, Gojek does not encountertoo many difficulties in pricing thanks to using a pricing method based oncompetitors Gojek relies on Grab's published prices and sets competitive priceswith prices ranging from 10%-30% lower

4.3 Distribution:

- Both Grab and Gojek are expanding their service offerd areas:

Grab appears in more than 30 provinces and cities, including many big cities suchas: Ha Noi, Ho Chi Minh, Can Tho, Ba Ria - Vung Tau, Da Lat, Nha Trang, Hoi

An, Da Nang, Hai Phong,…

Gojek is present in 11 provinces and cities including: Ha Noi, Ho Chi Minh City,

Da Nang, Hai Phong, Can Tho, Hai Duong, Binh Duong, Hung Yen, ThaiNguyen, Vung Tau, Nha Trang

4.4 Promotion:

- Grab:

Grab communicates to target customers with a multi-channel strategy, takingadvantage of social networks, where they can communicate and interact withcustomers

People are quite "familiar" with green - the color language that Grab utilizes toengrave in customers' minds, thereby preserving the brand image and messagethrough Visual Marketing

Grab's advertising campaign in 2017: “Going GrabBike Tomorrow” is a campaignlaunched by Grab to encourage women first and all genders to use it UseGrabBike as your main means of transportation to solve difficult everydaysituations

The "Grab, Don't Hesitate" campaign was launched in 2019 with the message:

"Life still has many challenges That's why Grab connects millions of people everyday, so that together, we can overcome every obstacle and move forward into thefuture."

- Gojek:

They invest in developing social network channels Their Facebook fanpage is achannel capable of measuring specific effectiveness to help Gojek update the latesttrends

Gojek also built a professional website, providing information about promotionsand regulations/policies for restaurant partners and drivers

Gojek's first TVC advertisement in Vietnam is the blockbuster "Rhythm of Life"from American director Henry Scholfield Through the hands of this talented