TIỂU LUẬN môn ANH văn CHUYÊN NGÀNH marketing mix of vinfast

TIỂU LUẬN MÔN ANH VĂN CHUYÊN NGÀNH ĐỀ TÀI: MARKETING MIX OF VINFAST Ngành: QUẢN TRỊ KINH DOANH Chuyên ngành: QUẢN TRỊ KINH DOANH TỔNG HỢP Giảng viên hướng dẫn: ĐINH THỊ DIỆU THUÝ Sinh viên thực hiện: NGUYỄN HUY LUÂN MSSV: 2119120398 TP HỒ CHÍ MINH, NĂM 2021 Mục lục I Overview of Vinfast II Vinfast tops sales in car segments .4 III Vinfast's leading Marketing Mix strategy Product Price (Price) .6 Place (Distribution) Promotion (conducting trade) IV Vinfast's vision and ambition V The role of Marketing Mix strategy with businesses PHIẾU NHẬN XÉT CỦA GIẢNG VIÊN HƯỚNG DẪN Họ tên sinh viên: (1)NGUYỄN HUY LUÂN MSSV:2119120398 Lớp :CCQ1912L Khoa:Quản trị kinh doanh Tên đề tài :marketing mix of vinfast STT Thang Ghi điểm (10) 1,5 0,5 0,5 0,5 6,5 0,5 3,0 1,0 2,0 2,0 1,0 1,0 Nội dung Điểm trình nghiên cứu - Ý thức nghiên cứu & chấp hành - Tiến độ thực - Hình thức trình bày Điểm thực tiểu luận Lý chọn đề tài Bài essay Bản dịch (nếu có) Glossary Phần phân tích Điểm trả lời vấn đáp Listening & Speaking skill Trả lời vấn đề trình bày đề tài Điểm đánh gía thực tiểu luận /10 Bằng chữ: … … … … … … … Ngày tháng năm 2021 Giảng viên chấm (ký, ghi rõ họ tên) Giảng viên chấm (ký, ghi rõ họ tên) TOPIC: marketing mix of vinfast I Overview of Vinfast VinFast is Vietnam's first electric car and motorbike brand The brand belongs to VinFast Manufacturing and Trading Company Limited (VinFast LLC), belongs to Vingroup group led by billionaire Pham Nhat Vuong With the aim of building a high-class and recognized Vietnamese car brand in the international market, on October 2, 2018, Vinfast officially introduced two products: Vinfast LUX A2.0 and Vinfast LUX SA2 at the Paris Motor Show This is the first time the Vietnamese car brand is present at the world's largest auto show Currently, VinFast is distributing electric cars and motorbikes in the Vietnamese market, in which names such as Fadil, VFe34, Lux A2.0 and Lux SA2.0 respectively rose to stand TOP best-selling cars in the segment recently In particular, VFE34 is the first electric car model of VinFast that has achieved a record of more than 3000 orders within 24 hours from the time of sale In the article below, Sage Academy will analyze the Marketing Mix strategy to help Vinfast take the lead in the automotive segment II Vinfast tops sales in car segments Vinfast Lux overwhelms the E-class SUVs and the Sedan segment At the end of May 2020, Vinfast reached a total of 4,503 cars sold on the market, with Lux A2.0 and Lux SA2.0 cars growing by 61% and 60% respectively compared to the previous month, overwhelming the entire market the entire E-class sedan and SUV segment on the market The Fadil range also grew strongly and achieved 18,016 vehicles in the whole year Summarizing 2020, VinFast is proud to be the first in sales in all segments, being the first auto brand to dominate the Vietnamese market In February 2021, Vinfast Fadil excelled at the top of the A chart with 1,090 cars sold after only years of launch With that result, VinFast Fadil is far ahead of many models of big players in the industry such as: Hyundai Accent, Mitsubishi Xpander and Toyota Vios Summarizing the first months of 2021, Vinfast's auto sales reached a total of 9,566 vehicles of all kinds; including 5,707 Fadil cars, 2,085 Lux A2.0 cars and 1,774 Lux SA2.0 cars In terms of market share, Vinfast increased two places in January 2021 to 4th place, with 9.4% market share, the highest figure ever Vinfast's customer segment focuses on high- and middle-income groups Customers in this segment want to own world-class cars, but at a reasonable price, suitable for their pocket III Vinfast's leading Marketing Mix strategy Marketing Mix is a collection of marketing tools used to accomplish a business's marketing goals Marketing Mix will include elements: Product (Product), Price (Price), Place (Distribution) and Promotion (Trade promotion) 1 Product As of 2021, Vinfast has deployed car lines including: VinFast Fadil, VinFast Lux (including VinFast LUX SA2.0 SUV and VinFast LUX A2.0 Sedan), VinFast President and VinFast Premium (including models: VinFast) Pre A Hatchback, VinFast Pre B Hatchback, VinFast Pre C Sedan and CUV, VinFast Pre D Sedan, SUV and MPV family car) Vinfast positions its brand as “The first automobile manufacturer in Vietnam” To strengthen this brand position, Vinfast has hired two famous Italian designers, ItalDesign and Pininfarina (ItalDesign is a famous designer associated with the names of Ferrari and Lamborghini); and cooperates with well-known global automotive engineering and manufacturing companies such as Magna Steyr and Bosch, AVL, ZF, GROB, Thyssenkrupp, AVL and MAG The cooperation with these famous brands not only helps Vinfast have the same quality as other car manufacturers around the world, but also strengthens the image of high-class Vietnamese cars in the hearts of users 2 Price (Price) Pricing strategies give businesses a competitive advantage Price includes pricing strategies that give the product a good competitive advantage in the market, as well as a good defense against potential competitors Back to Vinfast's target customers who want high-quality cars that are affordable Based on this demand, Vinfast has determined a price strategy that is higher than Korean-Japanese automakers, but lower than European automakers such as Mercedes or BMW Specifically, the fadil car costs from 414 to 490 million, slightly higher than rivals such as Yaris Toyota, I10 Hyundai, Morning Kia LuxSA2.0 cars are 1.5 billion VND - 1.8 billion VND, competing with products in the same segment such as Honda CR-V, Toyota Fortuner, Hyundai Santafe, Kia Sorento In addition to building a pricing strategy based on market segments, Vinfast also makes price adjustments to satisfy users The voucher program integrated by Vinfast with the Vinhomes project is called "Elite Class" - giving a VinFast car purchase voucher worth up to VND 200 million to all homebuyers Accordingly, customers who buy any Vinhomes product will be given a car voucher VinFast Others who buy a house under VND billion will receive a voucher worth VND 70 million (applied when buying a VinFast Fadil car); from to billion VND will get 150 million VND voucher (applied when buying VinFast Lux A2.0 car); Over billion VND will be given 200 million VND voucher (applied when buying VinFast Lux SA2.0 car) Place (Distribution) Vinfast's distribution strategy includes: • Acquiring other distribution channels From March 15, 2019, Vinfast officially took over the Chevrolet business under GM This means that Vinfast will be able to use GM's production plant, sales agent and customer care system Instead of monopolizing business, Vinfast built a dealer system of two brands Chevrolet - Vinfast This distribution strategy helps Vinfast penetrate the market more easily, saving time and costs for system building and location selection • Make wide distribution In addition to the distribution channel at Vinfast's main dealer, Vinfast currently has more than 200 showrooms across the country to help bring products to users In addition, Vinfast also plans to penetrate the international market On June 11, 2020, Vinfast's first showroom in foreign markets was located in Australia with a team of experts from Lord, GM, Promotion (conducting trade) Trade promotion is also known as communication activities that businesses use to reach potential customers Marketing Management by Philip Kotler mentioned main groups of communication tools: Advertising, Events, Direct Marketing and Public Relations Besides appearing continuously on social networks and forums and newspapers, some typical media activities of Vinfast can be mentioned as follows: • In the first phase of market penetration, Vinfast created a media boom by using KOL "David Beckham" at the Paris Motor Show • Vinfast implements bold sales policies such as: 3-zero price policy on the first day of launch, "Registration VND" offer, 10% discount when paying directly, interestfree loan for the first years for customers who pay At the same time, the 5-year installment policy and after-sales service also help Vinfast retain old customers and even turn them into "brand ambassadors" IV Vinfast's vision and ambition Recently, Vingroup, said via Reuters, VinFast electric cars will be launched in the US and European markets in 2022 VinGroup bets big on the US market with VinFast cars and hopes SUVs Electricity and battery rental models will be able to compete with major domestic manufacturers such as Tesla and General Motors (GM) After only years of launch, the Vinfast brand has overwhelmed the giants in the industry, dominated the Vietnamese market, and constantly made new strides to foreign markets Behind the success of Vinfast is the understanding of the market, customers and competitors, thereby giving the right and effective Marketing Mix strategies V The role of Marketing Mix strategy with businesses Marketing Mix strategy helps the product to survive long and firmly in the competitive market At the same time, a good strategy will help link the business's production activities with the market, reach potential customers more effectively, and have a competitive advantage over competitors GLOSSARY stt Từ vựng installment penetration activities Management nghĩa trả góp thâm nhập hoạt động Sự quản lý 10 11 12 13 overwhelmed domestic effectively choáng ngợp nước hiệu distribution phân phối channels custome easily costs location selection kênh truyền hình Trang trí dễ dàng chi phí lựa chọn vị trí ... TOPIC: marketing mix of vinfast I Overview of Vinfast VinFast is Vietnam's first electric car and motorbike brand The brand belongs to VinFast Manufacturing and Trading Company Limited (VinFast. .. their pocket III Vinfast' s leading Marketing Mix strategy Marketing Mix is a collection of marketing tools used to accomplish a business's marketing goals Marketing Mix will include elements: Product... 1 Product As of 2021, Vinfast has deployed car lines including: VinFast Fadil, VinFast Lux (including VinFast LUX SA2.0 SUV and VinFast LUX A2.0 Sedan), VinFast President and VinFast Premium