Group Exercise Report Develop A Strategy And Marketing Plan For Vinfast's Xanh Sm Taxi In Thua Thien Hue.pdf

Regarding direct competitors of the Xanh SM Taxi service in Thua Thien Hue, it may depend on the specific situation of the market and the time of determination.. Xanh SM is the first pur

GROUP EXERCISE REPORT

VINFAST'S XANH SM TAXI IN THUA THIEN HUE

GROUP 1 Instructor guides : Associate Professor Dr Nguyen Thi Minh Hoa Class > K§5B QTKD CLC

Students perform : Pham Xuan An

Truong Thi Tuyet Chinh Hoang Van The Anh Cuong Nguyen Thi Anh Hoai Truong Le Thanh Huyen Ngo Thi Dieu Lanh

CONTENTS

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1 The meaning of Cyan Blue-the color that represents the Xanh SM taxi brand 4 2 Why should you choose Xanh SM Taxi?2 - L TQ TS HH HH ng ket 5

PART I] OVERVIEW OF THE SITUATION 2 S2 SH He 8

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b Cultural and social sifuafiOnt LH TH kg KH nhện 9

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Product SUPPOFt SEPVICES d daAđAđ 28

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2 PHICING StPALEGY 0 ccc ccccccccceceeceeeeeeec sees eceesceeesesaessassasassesaaaesaaeeaaeeeaueeeeneeeenees 31 Pricing strategy for product CateQOrieS 0 cc ccccccceceecceeeceeeeeeeeeeeeees tees eeeees 31 Pricing strategy for NEW PrOodUcts Q0 022cc TH HH HH TH ket 33 3 Distribution channel s†rafegy Q0 2n c2 HH nọ vi 35 4 Promotional sfraf©gy - Q00 0002 nn HH HH TH ng TT nEcrg 38

4 Risk managermenI - Q00 0000200221111 1 111 n 11H n1 nọ ket 45 5 Results (control and e valuafion) c Q0 000000111211 nnn HH n HH n ng Tnhh nh ưu 45

Ba 3Niee)ionä0i9 11 44 a 46 PART IV LECTURER'S COMMENTS AND EVALUATION 47 PART V REFERENCE FINDING LIST Q.2 2n HH Tnhh khe 48

EVALUATION BOARD

NAME STUDENT ID EVALUATION Pham Xuan An 21K4220064

Truong Thi Tuyet Chinh 21K4220014

Hoang Van The Anh Cuong 21K4220015 Nguyen Thi Anh Hoai 21K4220026 Truong Le Thanh Huyen 21K4220028 Ngo Thi Dieu Lanh 21K4220031

Ho Thi Cam Tu 21K4220059

PROLOGUE

In Vietnam's dynamic market, with the current high level of economic development, people's needs are constantly on the rise Beyond the basics of food, clothing, and shelter, transportation remains a crucial part of daily life After years of hard work and continuous progress, Vietnam now boasts a robust market economy Economic restructuring has paved the way for many sectors to thrive, including the taxi service industry With environmental pollution being a pressing issue that's at the forefront of concerns, one of the current trends is the shift from traditional fuel vehicles to electric ones This move aims to reduce environmental pollution and save on fuel costs Nowadays, electric vehicles are more popular than ever due to their eco-friendly benefits and efficiency In recent years, Vietnam's taxi market has become more competitive than ever with the entry of numerous brands from both domestic and international players, and Vinfast is one of the auto brands making strong strides in the electric vehicle sector in Vietnam Analyzing Vinfast's marketing environment in the electric vehicle field will give us a clearer understanding of how this brand crafts its marketing strategies to reach customers and secure market share in the electric vehicle market atlarge, as well as specifically in the city of Hue That's why our team chose Vinfast, with its standout Xanh SM Taxi SM service, as our research topic

PART | PRODUCT SUMMARY

I Product introduction On March 6, 2023, Chairman of Vingroup Pham Nhat Vuong announced the establishment of Green and Smart Mobility (GSM) Joint Stock Company, the world's first multi-platform green transportation and electric vehicle rental unit GSM primarily operates in two areas: electric vehicle booking services and car-motorcycle rentals, with an initial investment scale of 20,000 cars and 60,000 motorcycles Specifically, GSM provides transportation services using electric cars and motorcycles Additionally, GSM also allows transportation companies to rent electric cars and motorcycles to meet the demand for green transportation from passengers GSM aims to popularize the use of electric vehicles among the public, thereby enhancing community awareness of the convenience, intelligence, and sustainability of green vehicles Through various forms, GSM will contribute to expanding the reach of VinFast electric vehicles to a wide range of customers, gradually creating a habit of using environmentally friendly and smart vehicles in daily life

Xanh SM is the first pure electric ride-hailing brand in Vietnam, offering unique transportation experiences with its range of vehicles: VF5, the standard Xanh SM Taxi service (VFe34), the premium Xanh SM Luxury Taxi service (VF8), and the flexible electric motorcycle transportation service Xanh SM Bike Xanh SM operates entirely with electric cars and VinFast electric motorcycles, which are odorless, noiseless, and beneficial for the health of users and the environment This is the first pure electric taxi company in Vietnam Xanh SM was founded by Pham Nhat Vuong, Chairman of VND, of which Mr Pham Nhat Vuong holds a 95% stake

In addition, Taxi SM has launched in Hue after Hanoi and Ho Chi Minh City Hue is the next presence of SM Green Taxi in the expansion strategy of smart green transportation services to the most developed tourist cities in Vietnam SM Green Taxi has officially operated in Hue since May 24th with the initial IMK standard taxi service consisting of nearly 400 VinFast VFe 34 electric cars in distinctive green color VinFast has also established and put into operation a charging station system in Hue to serve the local residents' and Green Taxi drivers’ electric vehicle needs.

II Vision and mission 1 Vision

- Net emissions contribution by 2050 at COP26 by "zero" Changing the face of public transport

Connect with smart tourism ecosystem in Vietnam 2 Mission

Taking Xanh SM taxi is fora green future Xanh SM is proud to provide the first pure electric taxi service in Vietnam with the goal of reducing CO2 emissions by an amount equivalent to 3 days of photosynthesis of a tree per kilometer

- Greening traffic and willing to cooperate with carriers and transport units want to convert to electric vehicles

- Raise people's awareness about joining hands to protect the environment - Talk about a clean energy alternative to gas in the future

III Core values Xanh SM is the first pure-electric vehicle booking service brand in Vietnam Green and Smart Mobility Joint Stock Company (GSM) is the world's first green and multi-platform vehicle rental unit Xanh SM is committed to bringing different mobility experiences and 5- star service quality to users Xanh SM service brand is dominated by blue, symbolizing the environment and green energy, as well as intelligence and technology Xanh SM operates entirely by electric cars, VinFast electric motorcycles, is a generation of vehicles with no

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gasoline odor, no engine noise, good for users’ health and environmentally friendly Xanh SM's drivers are well-trained and professional according to the principle of dedicated service Xanh SM is committed to making efforts to understand customer psychology and accompany customers to create a green and sustainable future for Vietnam

IV Overview of the taxi market in Thua Thien Hue Chairman of the People's Committee of Thua Thien Hue province had a working session with GSM on the proposal to register electric taxi operations in the province

At the meeting, GSM General Director said that through research, GSM found that Thua Thien Hue province is one of the most famous tourist destinations in Vietnam and attracts large international tourists every year International tourists love to use green and environmentally friendly means of transportation Therefore, GSM wants to register to operate pure electric taxis in the province

The Chairman of the Provincial People's Committee emphasized that electric taxis are an advanced solution that brings many benefits to the community, especially in reducing air pollution This product is consistent with the construction and development orientation of Thua Thien Hue on the basis of heritage, ecology, landscape and environmental friendliness In addition, the deployment of electric taxi service also affirms the province's determination to promote green and sustainable transportation development

Officially on May 23, Green and Smart Mobility Joint Stock Company (GSM) said it had brought 250 electric taxis to Thua Thien Hue and officially operated in May Until now Taxi VinFast electricity has been comprehensively covered in Thua Thien Hue area to bring many benefits to the community

1 The meaning of Cyan Blue-the color that represents the Xanh SM taxi brand The Cyan Green on the VF e34 taxis is a combination of two colors: Green (representing the environment and green energy) and Blue (symbolizing intelligence and technology) This exquisite blend creates the unique essence of Xanh SM taxis: green and intelligent With the elements of "green" and "intelligent," the Cyan Green color on Xanh SM electric taxis impresses with its youthful, dynamic, trend-setting image It not only represents the environment and green energy, as well as intelligence and technology, but also reflects Xanh

SM's commitment to superior service quality and understanding of customers’ needs-those whc accompany the brand in creating a green and sustainable future for Vietnam

2 Why should you choose Xanh SM Taxi? Xanh SM Taxi gives customers a completely different experience: - Advantage:

° Xanh SM Taxi uses VinFast VF e34 electric vehicles, with no gasoline smell, no engine noise, no dust and no engine noise, helping to protect the environment and create an eco friendly travel experience health of customers and drivers Xanh SM has brought a different experience to public transportation In fact, the completely new generation of electric taxis, smart, healthy, and environmentally friendly, has become a familiar choice for many customers

e Xanh SM Taxi service brings convenience and safety to customers Customers can easily book a car through the mobile application, website or call center Transporting customers safely and quickly helps customers save time and money when traveling within Hue city se With a team of well-trained and professional drivers to ensure the best value-for-money

experiences for customers, following the principle of dedicated service, Xanh SM is committed to providing quality service 5 stars for users

° Promote communication about special features that only Vinfast electric taxis have, using electric motors and transmission systems, which will bring stability when operating compared to gasoline-powered taxis Suitable for customers who often suffer from motion sickness or want to reduce emissions into the environment (helping reduce greenhouse gas emissions and air pollution) Actively contribute to environmental protection, attracting supporters of sustainable development

° Electric taxi fares are less volatile than gasoline prices, so this cost is usually stable In addition, with prices equal to or lower than traditional gasoline taxis, customers can also experience ViVi virtual assistant through operations such as opening and closing the trunk, opening car windows, etc , a form that is still quite new at Vietnam market - Desadvantage:

e« Asanewly established taxi company, with no experience, it is difficult to compete with previous companies

Currently, electric vehicles have a travel distance of 200-300km on a full charge, moving around the city is no longer a big problem, but it is still an inconvenience when the car owner always has to pay attention to charging the car overnight At home when the power runs out This cannot happen if using a gasoline car

Charging disputes with users are inevitable GSM fares are not high compared to traditional taxi services (Vinasun, MaiLinh), however compared to technology taxi services such as Bee or Grab, they are higher although reasonable (newer, nicer, cleaner cars, better service) but sometimes customer: just need a cheap, fast and safe enough ride

Strict input requirements, training process takes a lot of time, so drivers cannot be widely distributed, there are many limitations

However, there are also opinions that Xanh SM Taxi is attracted by novel and novel elements Users may lose interest in electric taxis after getting used to it after a short period of time

Currently, in Thua Thien Hue there are all 22 Vinfast electric car charging stations in operation:

Hue City: Vincom Plaza Hue — 50A Hung Vuong, Phu Nhuan Ward, Hue City Big C Shopping Mall, GO! Hue — 174 Ba Trieu, Phu Hoi Ward, Hue City TNL Plaza — 6 Tran Hung Dao, Phu Hoa Ward, Hue City

GSM Hue - Parking lot of Do Do Stadium — Nguyen Thai Hoc, Hue City New generation VinFast car dealer — 38 Pham Van Dong, Vy Da, Hue city Cau Lim Petrol Store, No 02 Vo Van Kiet, Thuy Xuan Ward, Hue City Petrolimex petrol station No 10 — No 245E, Bui Thi Xuan street, Dac ward, Hue city Petrolimex petrol station No 06 —An Dong Ward, Hue City

Phong Dien district: Restaurant stop 27 — km27, Phong Dien Town, Phong Dien District Petrolimex Thua Thien Hue petrol station No 20 — National Highway 1A, Phong An commune, Phong Dien district

Quang Dien District: PVOIL Quang Loi Petrol Store — Provincial Road 4, Quang Dien District

Phu Loc District: Dau Tram Thai Ha parking lot-Phuoc Loc village, Loc Tien commune, Phu Loc district Lang Co Beach Resort — 463 Lac Long Quan, Lang Co City, Phu Loc District Petrolimex Thua Thien Hue petrol station No 17 — National Highway 1A, Loc Tien Commune, Phu Loc District

Petrolimex petrol station No 16 — Loc Vinh Commune, Phu Loc District Petrolimex petrol station No 28 — National Highway 1A, Loc Tri commune, Phu Loc district

Petrolimex Thua Thien Hue petrol station No 39 — La Son — Tuy Loan Expressway, Loc Bon Commune, Phu Loc District

Nam Dong District: PYOIL Hao Nhien Petrol Store — No 50A, Hung Vuong Street, Huong Xuan Commune, Nam Dong District

A Luoi District: Petrolimex petrol station No 26 -A Ngo Commune, A Luoi District Phu Vang District: Petrolimex petrol station No 34 — Vinh Thanh Commune, Phu Vang District

Huong Thuy Town: Mango Garden — Le Quang Doan stop, Junction 3, Thuy Phu bypass, Thuy Phu Commune, Huong Thuy Town

PVOIL Mien Trung — Thuy Luong — Thuy Luong petrol station, Huong Thuy town

PART Il OVERVIEW OF THE SITUATION

| Target market selection With a clear recognition and understanding of the current market potential, VinFast's Xanh SM Taxi chose its target market as customers in urban areas with stable income, especially interested in using the service Safe, environmentally friendly electric taxi service, want the best travel experience at a reasonable fee Xanh SM Taxi's main customers are mainly loca people in Hue City with many different travel purposes

At the same time, VinFast's Xanh SM Taxi also targets customers who are businessmen, customers with average to high incomes and have foresight in serving the needs of long- distance travel, especially international passengers coming to Vietnam and wanting to experience smart, advanced and quality taxi services In addition, VinFast's Xanh SM Taxi also aims to meet the needs of quick and convenient travel for domestic and foreign businesses an partners From selecting the target market for business as above, it can be seen that GSM's go is also to promote the greening of public transportation by providing a great experience with electric vehicles at a low cost reasonable for users to reduce emissions and environmenta pollution From there, VinFast has the goal of expanding the taxi service market and becoming one of the leading taxi booking service providers in Vietnam

Il Target market strategy 1 Target market strategy a Economic and political situation

The province's socio-economy continues to maintain a stable growth rate, the average GRDF growth rate is estimated at 6.51%, higher than the national average, leading among 05 provinces/cities Central Key Economic Region, ranked 25/63 provinces/cities nationwide; Ranked 8th/14 provinces/cities in the North Central and Central Coast regions Contributing to the high growth is the service sector with strong growth again, up 8.35%, higher than 7.89% in the same period in 2022, accounting for 49.7% of the economic structure of the province The total number of tourists coming to Thua Thien Hue is estimated at more than 1,640 thousand people, domestic tourists reach about 1,072 thousand arrivals, international visitors reach abou 567 thousand arrivals, staying guests are estimated at about 845 thousand arrivals, with the number of tourists coming to Thua Thien Hue As large as above, the demand for travel in the province also increases, creating opportunities for the taxi industry Especially Xanh SM Taxi b Cultural and social situation

- Recently, Xanh SM Taxi in Hue has actively participated in the movement to develop and use electric vehicles, to minimize dependence on traditional fuels and at the same time protect the environment This reflects the general trend of both industry and community, where electric vehicles are encouraged and promoted to achieve strong development - Vinfast's decision to switch from using gasoline cars to electric cars marks an important step

forward, especially when Hue is focusing on reducing environmental pollution and finding renewable energy sources Increasing the number of electric vehicles in the fleet and receiving positive support from the community is proof of their acceptance and willingness to participate in this transformation trend

- Xanh SM Taxi's choice to use electric vehicles not only provides transportation benefits, but also demonstrates their commitment to an environmentally friendly lifestyle Their prioritization of electric car taxi services not only helps reduce traffic but also contributes to the goal of reducing urban emissions and improving air quality

- Today, people in Hue city are establishing a new culture, a new lifestyle that is environmentally friendly, gradually eliminating gasoline and diesel cars from their lives and prioritizing the use of other means of transportation Electric mobility

c Legal policy

The transition from producing and consuming cars using fossil fuels to using environmentally friendly, electric cars is an inevitable and encouraged trend Therefore, there will be preferential financial policies in general, and tax and fee incentives in particular for electric cars In Hue, in recent times, the State and localities have also had many guidelines an: policies on developing the automobile industry, encouraging the development of low- or no- emission means of transport This article studies state budget revenue policies for electric car: in Vietnam with the expectation of providing more arguments for proposing appropriate policy options in the near future

d Demographic After the difficult period of the COVID-19 pandemic, the tourism industry in Hue city is returning with positive signs of recovery and growth, especially in the late 2022 and early 2023 periods In the first quarter of 2023, the number of tourists coming to Hue reached an impressive number, estimated at 633.3 thousand, double the same period last year Notably international visitors accounted for an important part with 255.9 thousand arrivals, an increase of 55 times over the same period Total income from the tourism industry also reached 1,414.9 billion VND, an increase of 2.9 times over the same period

Different age groups all contribute to the diversity of tourists to Hue, of which the 30-40 age group accounts for the largest proportion with 35.9%, followed by the 40-50 age group with 24.7% This is a group with high purchasing power, actively planning trips and spending, placing high demands on convenient and quality transportation services In particular, with job stability, good health and passion for tourism, they play an important role in the development of Hue tourism industry SM Green Taxi, with a diverse fleet of vehicles and a team of professional drivers, can meet the diverse needs of these customers

In contrast, the proportion of tourists over 50 years old accounts for a small portion at 5.3% of the total Although it accounts for a small proportion, it is still an important target audience SM Green Taxi can provide safe and comfortable services for this age group, while helping them experience their travel journey smoothly

The rest belong to other age groups, accounting for 34.1% This shows the age diversity of tourists, SM Green Taxi has the opportunity to develop flexible services and policies to meet the diverse needs of the Hue tourism community, contributing to its success and sustainability of tourism and urban transport services

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e Technology environment Technical and technological factors also play an increasingly important and decisive role in the competitiveness and business efficiency of businesses The rapid development of scienc: and technology in all fields directly impacts the business activities of related enterprises The supporting industry for Vietnam's automobile industry is still developing in terms of quantity, capacity and product quality and depends heavily on imports VinFast is one of the first automobile factories in Vietnam to master core stages, capable of producing main auto components such as tires, engines , thereby affirming its position an independent automobile manufacturer

2 Customer Customers are individuals, households, companies, and businesses who are the fina consumers Customers are the driving force for business development and are considere: "gods" Customers have the potential to drive business activities by increasing their demand

In today's fiercely competitive situation, customers have a variety of options Therefore, the real challenge of a marketer is to retain consumers in the company's business and make effort to form consumer groups, meaning one consumer influences a number of others to use therr use the company's services

Information about the specific customer structure of the Xanh SM Taxi service in Thua Thien Hue province may change according to time and specific conditions of the local market Normally, the customer structure of the Xanh SM Taxi service may include the following: - Local people: People living and working in Thua Thien Hue can be an important part of the

customer base, using Xanh SM Taxi services for daily trips, from work, school, or shopping, entertainment, serving each person's unique needs

- Tourists and tourism: Thua Thien Hue is a famous tourist destination with historical and cultural heritage, such as Imperial Citadel relics, mausoleums, mausoleums, Therefore, tourists and visitors can is an important part of the customer structure, needing taxi services to move between tourist destinations

- Businesses and companies: Businesses and companies can also be customers of the Xa SM Taxi service, using it to move between work locations, meetings, or to meet the transportation needs of employees members and business partners

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- Pupils and students: If there are schools or universities in the area, pupils and students cai also use the Xanh SM Taxi service to move between home and school or between different locations in the city

- Business people and temporary workers: People temporarily residing or traveling on business in Thua Thien Hue can be an important target group, especially if they do not own their own means of transportation and they can use the service Taxi service to travel conveniently and quickly

a Market segmentation by geography Urban areas: VinFast's Xanh SM Taxi targets large city and urban markets, including areas with dense population and vibrant economic activity In addition to cities such as Ha Noi, Ho Chi Minh, and Da Nang, Hue City is also one of the important target markets This is where the demand for taxis and transportation is very high VinFast provides convenient and reliable taxi services to meet the transportation needs of local residents and tourists

Tourism areas: VinFast expands its market to famous tourist destinations, where tourists need taxi services to move from airports, hotels to attractions Hue city is one of the tourist

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cities with many historical and cultural relics and famous landscapes with millions of domestic and foreign tourists visiting each year The number of tourists here using taxis to travel is very large, so this can be a potential market in the tourism segment

b Market segmentation by demographics Gender: includes both men and women Age: Vinfast's Xanh SM Taxi is targeting young consumers-the generation between the ages of 20-45 This is the main target audience of the taxi service, including office workers, students, workers They need to travel every day in the city and use taxi services as a convenier and fast means of transportation In addition, Xanh SM Taxi also targets middle-aged customers, living in households, who always need to travel in large numbers to centers, tourisi areas or medical centers

Income: GSM Taxi VinFast divides customers according to income level Service packages will be suitable for customers with economic autonomy and average to high income, they

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always need to use taxis regularly to be able to travel to locations quickly and conveniently at completely acceptable and affordable prices

Occupation: Office worker, Student Customer group: In addition to targeting customers living in big cities, GSM Taxi can also target customers traveling domestically This customer group includes international tourists who come to Vietnam to visit and explore famous tourist destinations, while domestic tourists come from provinces and cities across the country to famous landmarks May want taxi service for transportation when traveling

c Market segmentation by psychology Technology customers: VinFast can target young customers who use technology and like to experience new services Information technology, mobile applications and user-friendly interfaces can be integrated into taxi services to create a convenient and modern experience for customers Xanh SM Taxi possesses enough elements to win the hearts of customers, especially the advantage of the vehicle having no smell of gasoline, no engine noise, no dust, good for the health of customers and drivers, while protecting the environment

Environmentally friendly customers: This is a new age customer group that especially focuses on popular trends in the world, they are interested in convenience, modern technology and prefer means of transportation Public transport or more environmentally friendly GSM Taxi VinFast can attract these customers by accessing a smart means of public transport that saves electricity and minimizes harmful emissions

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d Market segmentation by consumer behavior Purchased services: often use services to go to school, work, or go out Using transportatior services frequently, in situations where you need to move quickly or inconvenient to use personal vehicles

User status: most of the user groups are Habit (Buy according to habits) and Problem Solving (Buy to solve problems) Customers need to use technology and mobile applications to book and pay Customers care about safety when traveling and appreciate taxi services that strictly comply with regulations related to traffic safety

Usage level: use the service 1-2 times/day or 2 days/week or more

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3 Company Vinfast has analyzed and evaluated the resources, skills and expertise of its staff to develop the best taxi service products Besides, the company has invested in hardware and software utilities to provide advanced technologies for its services in order to enhance customer experience and satisfaction

a Technology resources Taxi Xanh SM possesses a variety of technological resources to provide the best service to customers Firstly, they have a smart booking application available on both Android and iPhone, making it easy for customers to book a taxi and track the status of the vehicle Additionally, they also have a 24/7 customer care call center, helping to quickly resolve any customer issues Furthermore, Taxi Xanh SM has a team of professionally trained, friendly, and experienced drivers, ensuring that passengers are always served in the best way possible All of these technological resources enable Taxi Xanh SM to provide a convenient, safe, and environmentally friendly experience for customers

GSM's business model is similar to technology car companies but contains the strengths of traditional taxi companies such as: Owning the car, drivers are recruited and trained according to consistent standards and policies this helps Xanh SM best control and ensure product quality and strategy, limiting conflicts between businesses and drivers

b Human resources Including professional drivers with good driving skills and understanding of traffic rules Drivers ensure safety and service quality and play an important role in building trust and satisfaction with customers

GSM's recruitment process is very strict and requires drivers to have a clean background, at least 6 months of experience working at technology car companies, traditional taxis or contract drivers Ensure that all Green Taxi drivers are professionally trained in safe driving skills, customer service, and professional ethics Focus on driving quality to ensure the best experience for passengers and understand the terrain of each area in the Province In addition, drivers and other employees of Green Taxi should wear professional uniforms to create a professional and team impression

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Xanh SM's driver team is also encouraged to improve their English skills to serve foreign customers, especially international tourists This helps create a better service experience an: connects customers with the Sm Vinf ast Green Taxi brand Employee professionalism is an important factor in positioning differently from competitors

Technology and information technology: Using mobile applications to manage booking, payment transactions, and driver management The information system ensures seamles communication and interaction between customers, drivers, and the company At the same time, the company also ensures information security and data protection for customers througt modern measures and security protocols

Brand resources Despite being a latecomer compared to well-established and renowned transportation services in the market such as Grap, Gojeck, Be, Taxi Xanh SM has managed to carve out it: own position by quickly gaining recognition from users with its fleet of electric vehicles from the VinFast brand

Building a reliable and high-quality brand in the transportation service industry, renowned for professionalism, reliability, and dedication to customers, this brand instills trust and becomes the preferred choice of customers, helping the company enhance its competitivenes and attract new customers A positive reputation helps the company establish trustworthy relationships with partners and receive benefits from strategic partners

Partner Build strong partnerships with organizations and relevant partners By collaborating with airports, hotels, transportation companies, and other partners, Taxi Xanh SM can expand its customer network, increase accessibility, and provide services to more potential customers Additionally, these partnerships bring competitive advantages a nd create new opportunities fol business development

Mobile application partner Taxi Xanh SM has a partnership with mobile app developers such as Android, iOS, and Windows Phone This ensures that their mobile app can operate on popular platforms and reac a large number of users The statistics from these platforms provide information about the

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number of users and interactions, helping Taxi Xanh SM gain a better understanding of the market and create appropriate marketing and app development strategies

a Online payment partner Taxi Xanh SM collaborates with online payment service providers such as PayPal, Stripe, or banking companies to offer flexible and convenient payment methods for customers The data related to the number of transactions and revenue from these partners provides information about the popularity and priority of payment methods in the transportation industry At the same time, collaborating with payment partners also ensures the safety and security of transaction information for customers

b Insurance partner Taxi Xanh SM establishes partnerships with insurance companies to provide vehicle and customer insurance The insurance partners provide the company with information on suitable insurance packages and necessary safety standards to ensure the transportation operations of Taxi Xanh SM Data on the number of insured vehicles, compensation levels, and insured customers provide information on risk levels and help the company develop effective risk management strategies

c Advertising and marketing partners Taxi Xanh SM establishes partnerships with advertising and marketing companies to enhance its promotional and marketing activities These partners can be media advertising companies, digital marketing companies, or advertising agencies Data related to advertising performance, views, interactions, and conversion rates from advertising campaigns provide important information about the effectiveness of the company's marketing and advertising efforts

d GPS system partner Taxi Xanh SM collaborates with global positioning system (GPS) providers to offer tracking and vehicle positioning services This partner provides accurate positioning technology and software, helping the company efficiently manage and coordinate its vehicles Data from the GPS system provides information on the location and activities of the vehicles, enabling the company to optimize routes, quickly respond to customer requests, and provide accurate arrival time information

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e Business cooperation partners Taxi Xanh SM can collaborate with other business partners to expand services and create value for customers These partners can be companion transportation companies, bike service partners, delivery partners, or other enterprises in the transportation industry Data on operational scale, customer base, and level of business collaboration provide information on the potential and benefits of collaborative partnerships for Taxi Xanh SM

4 Competitors The taxi market in Thua Thien Hue is witnessing fierce competition from taxi companies that have been around for a long time, and have a solid foothold in Hue More than ever, taxi service companies are racing to dominate the impressively growing market

Competitors are divided into: direct competitors and indirect competitors Direct competitors are companies and businesses that sell services similar to those of that busines Indirect competitors are businesses and organizations that provide alternative services to th: business's services

a Regarding direct competitors of the Xanh SM Taxi service in Thua Thien Hue, it may depend on the specific situation of the market and the time of determination The competitive situation in the taxi sector in Thua Thien Hue province reflects a diverse picture with the presence of both online ride-hailing services and traditional taxi businesses Currently, technology taxi companies are competing fiercely for market share: ride-hailing apps such as Grab and Be are becoming increasingly popular, providing residents and visitors with a flexible and convenient option for moving around the region

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- For traditional taxis: Other local and national taxi services, not part of the Xanh SM Taxi system, can be the main competitors because they offer the same type of service Large businesses in the traditional taxi industry include: Mai Linh, Vinasun, Vinataxi, Sao Mai, and Thanh Cong, all of which are long-standing names that have existed for decades in the Thua Thien Hue taxi market However, in recent years, these taxi companies have continuously operated at a loss, losing the market from new technology taxi companies entering The reason traditional taxi brands are losing customers in the Vietnamese markei is because prices are not competitive For example, the same 4-seat taxi of Mai Linh has ar opening price of 20,000/km and the next km price is 16,000/km, Vinasun's has an opening price of 22,000/km and the next km price is 17,600/km, Vinataxi's opening price is 22,000/km and the next km price is 17,100/km Comparing in terms of price, the GSM electric taxi using the VinFast VF e34 5-seat car has an opening price of 20,000/km and the next km price is 15,500/km, showing a much better competitive advantage compared to other cars Traditional taxi The longer the journey, the cheaper the price per kilometer, helping users save on travel costs

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