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

1 Company’s history and profile 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

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

1 Company’s history and profile 1.1.Outline

- Be Group is a Vietnamese technology company that has made a notable impact in the transportation and food delivery sectors within Vietnam The company operates innovative platforms aimed at improving the convenience and accessibility of transportation and delivery services for its users

- 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 their smartphones This service provides a reliable and efficient transportation solution for 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 wide range of restaurants and have it delivered to their doorstep This service ensures that users can enjoy their favorite meals from the comfort of their homes or workplaces.

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 Chi Minh 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 its operating 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 with drivers who use their own vehicles to provide rides Users can book rides through the Be app, similar to popular ride-sharing services in Vietnam like Grab or Gojek.

- Thanks to the correct strategy and determination of long-term direction by the company’s Board of Directors, in less than 4 years, Be’s services are now present in 28 provinces 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 young personnel 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 development personnel….

- 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 to focus on a strategy to enhance development, aiming to transform Be into a sustainable and diverse digital ecosystem

4 Organization structure The organizational model includes:

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

- Followed by 4 departments:

Finance & Accounting Department: Implementing financial decisions stating directions, measures, and regulations on company financial management.

Sales Department: Directly outlines and develops strategies to build a growing company.

Personnel & Administrative Organization Department: Performing administrative tasks and handling prescribed official documents.

Technical Department: Controls the Be application, social network platform and solves 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 to move BeTransport differs from traditional transport in many particular ways, especially: Informed Price : Customers of BeTransport will know the exact price of the trip before deciding to use the service or not, unlike traditional transportation, when people can be charged many different fees or even fooled by drivers because they can use a longer way to increase the price

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

- The benefits:

Beside 2 particular difference of BeTransport compared with traditional transportations mentioned above, this service also offers many different benefits:

For today's society: Be Transport, which includes beBike and beCar, along with Grab and Gojek, has completely shifted the transportation industry Images of traditional drivers waiting for their customers at corners of the streets no longer appear, instead, many professional drivers, with their significant uniforms, can be found anywhere throughout Vietnam

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 because the drivers are often strictly managed and licensed Especially for Be’ users, they always have a chance to choose whether to buy insurance with a very low price or not Only with 1000đ per 1 beBike trip and 2000đ per 1 beCar trip, beTransport service 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 6.000.000đ

Amount 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 accept and pick-up the customers Besides, the registration procedure is not too complicated.

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 to school or working part-time They often have limited income, do not have enough finances to own a personal vehicle and need alternative solutions

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

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

Gender: Be's target customers of every gender in need of using a transportation service.

Geographic: 28 provinces and major cities that Be currently operates in, which is Hanoi, Ho Chi Minh City, Da Nang, Vung Tau, Nha Trang

Age: Target customers are who in the working age group (18-45 years old) or young customers (18-25 years old)

Income: Focused on customers with average income, mainly students.

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, economical lifestyle, choosing vehicles that meet their immediate needs when they do not have their own 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 public vehicles such as buses because they carry a large number of people, causing congestion

3 SWOT.

3.1 Be's strengths

- Partnership is key: By cooperating with many partners, Be Group can create many services, develop price campaigns, and offer many promotions or discount codes, which not 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 and Vinataxi, the Vietnam branch of transportation company ComfortDelGro Singapore This service has expanded users’ experiences, and brings a variety of quality options for users.

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

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

Be also has a partnership relationship with many other local businesses, such as Elite Fitness, VINCOM, Huyndai Motors, 30SHINE, These partnership relationships not only benefit the local businesses but also increase the number of users for Be

- Crowded driver team across cities: Another factor that creates a competitive advantage for 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 people registered to become a Be’s driver

The qualification process is often fast and convenient, the average income is considered 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 and accepting to pay 10% more VAT compared to other technology vehicle competitors is an advantage, unlike what many people think as a disadvantage

From the beginning, Be has clearly defined the legal aspect, which can be an advantage 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 to take a services training program, not mandatory This may cause unstable service quality when some drivers are not carefully trained.

Be Group aims to build large driver networks, so the qualification process is also fast, but sometimes, this may become a mistake when employing the wrong person Some idle people choose technology drivers as a part-time job, so they may 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 feelings when thinking about Be.

- Increase Price Level:

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

Many Be customers have continuously complained about "price increases" during peak hours and in difficult weather conditions Not only that, many customers still encounter problems when using the service such as payment errors, refunds, etc This may affect not only customers' experience but also future interest in the services 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 not arrange which driver at which position to offer service to customers Drivers proactively choose crowded areas to have more customers Because of this, many customers have complained about the distance of the nearest Be’s drive was too far from them, leading to taking a long amount of time for pick up.

3.3 Be's opportunities.

- Potential market:

After many years of development, Vietnam's online ride-hailing market has exploded with more than 20 different platforms launched

According to Statista data in 2020, the total market share of the three largest businesses in the online ride-hailing market in Vietnam, including: Grab, Gojek and Be, has reached nearly 99%, showing a fairly high level of market concentration

- Technology is becoming more and more popular:

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

3.4 Be's threats.

- Strongly competitive market:

The competition in the technology ride-hailing market in Vietnam is increasingly fierce Businesses not only compete on service fees, but also compete on the quality and diversity of services on the platform.This creates great challenges and pressure for businesses providing technology transportation services, including Be - Financial crisis situation:

High inflation leads to a financial crisis, endangering technology ride-hailing companies 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 popular transportation 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, gyroscope sensors and acceleration sensors from the Grab application during the trip, Grab can send daily mobile telecommunications reports, every week for drivers Thereby knowing their traffic habits of speeding, accelerating, and braking, helping to improve themselves