Topic propose a new product to a real business and propose a plan to launch this new product

Untitled FPT UNIVERSITY CAMPUS CAN THO  Group Assignment [MKT101] TOPIC PROPOSE A NEW PRODUCT TO A REAL BUSINESS AND PROPOSE A PLAN TO LAUNCH THIS NEW PRODUCT Name of group me[.]

FPT UNIVERSITY- CAMPUS CAN THO

2 Ngo Duc Huy_CE160644 16%

3 Nguyen Thi Hong Mai_CS171008 17%

4 Le Thi Tra Mi_CS170045 16%

5 Bui Nguyen Phu Qui_CS171577 17%

6 Nguyen Minh Nhat_CS171970 17%

TABLE OF CONTENTS

I INTRODUCTION……….…….1

1. Current demand for electric vehicles in Vietnam……… 1

2. Supply Ability………1

II METHOD AND CONCEPTUAL FRAMEWORK……….2

III ANALYSIS RESULTS………3

1. Overview of Vinfast………3

1.1. Company introduction VinFast……… 3

1.2. History of formation and Development………3

a) In 2017………3, 4 b) In 2018………4, 5 c) In 2019………5, 6 d) In 2020 ………6

e) In 2021……….6, 7 f) In 2022……… 7, 8 1.3. Branches of VinFast……….8

2 Analysis of environmental factors impact………9

2.1 Microeconomic……….9, 10, 11 2.2 Macroeconomic……… 11, 12, 13, 14 3 Analyze consumer behavior……….14

3.1 Segmenting……… 14

3.2 Targeting……… 14, 15 3.3 Positioning……… 16

4. 4P Factors……….16

4.1. Price……….16

4.2. Product……… 17

4.3. Promotion……… 17

4.4. Place………18

5. Media analysis and public relations……… 18

IV CONCLUSION………18, 19 V REFERENCES……… … 19

I INTRODUCTION

1 Current demand for electric vehicles in Vietnam

The electric vehicle market in Vietnam is also considered an attractive market with a rapidly increasing number of manufacturers and assemblers of electric vehicle products Data from the Registry shows the development trend of electric vehicles compared to traditional fuel-powered vehicles Although the proportion of motorcycles and electric motorcycles produced in the country accounts for a small proportion, about 7% annually, but maintains a steady growth rate

Besides, the import of electric cars by companies into Vietnam has a great growth rate According to the newspaper, the number of imported electric cars in 2020 will increase

by about 500% compared to 2019

In recent years, domestic manufacturing companies have participated in the production and supply chain of electric cars It is expected that in 2022 a series of electric vehicle products will be introduced to the market such as buses and cars

According to the latest updated data from the Vietnam Register, the number of electric vehicles in Vietnam is still very small, in 2019 there are only 140 electric vehicles, in

2020 it will increase to 900 vehicles and by 2021 there will be more than 1,000 vehicles All of the above vehicles are imported and almost all are hybrids, plug-in hybrids, and battery-powered vehicles account for a very small percentage

2 Supply Ability

Vietnam's electric vehicle market is very exciting and competitive between imported and domestic brands - VinFast However, imported electric vehicles are subject to high importtax and excise tax from 15-70%, so this operation will not be sustainable in the future Therefore, electric car products of Vietnamese brands will likely be preferred by

customers when they do not have to pay too much money for car ownership

Although it has not yet resonated with other countries in the region about the use of greenvehicles in the environment, the electric vehicle market in Vietnam has great potential forfuture development Electric vehicles instead of vehicles using internal combustion

engines are a global trend in the future

Currently, our country's urbanization createsr year, people are starting to have a priori awareness of a better personal life Our country is also looking forward to building smart cities and applying high technology Electric vehicles meet the criteria of a smart city, plus "green lifestyle" communication activities are becoming stronger, making people learn more about environmental protection vehicles

II METHOD AND CONCEPTUAL FRAMEWORK

Vingroup believes that a sustainable business is one that creates long-term value for its partners to ensure its continued development in the future We also aim at providing clean, environmentally friendly products in every business segment, including green transportation, eco-efficient smart living, and essential social services, while ensuring biodiversity preservation

Increased environmental consciousness has made it essential for businesses to choose suppliers based on sustainable and green factors This thesis proposes MultiCriteria Decision Making (MCDM) models, including the Fuzzy Analytical Hierarchy Process (FAHP), the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) for data processing and to provide assessment and selection of green and sustainable suppliers in the automotive industry Methods that could be applicable to studies on other topics and used in this analysis to identify a supplier selection approach for the producer

In particular, this study uses FAHP to determine the weights of the proposed criteria

The FTOPSIS is employed to rank the suppliers This study is outlined by the fact that VinFast describes the value of social sustainability and the automotive sector in Vietnam This thesis is a piece of extensive knowledge of GSCM and sustainable supplier

selection Following analysis, results highlight short-term and long-term

recommendations from donations of customers to increase collaboration between

sustainability businesses

III ANALYSIS RESULTS

1 Overview of VinFast company

1.1 Company introduction VinFast

VinFast (or VinFast LLC; abbreviated: VF, full name: VinFast Manufacturing and

Trading Company Limited) is a Vietnamese manufacturer of electric cars and motorbikes established in 2017, with headquarters Headquarter is located in Hai Phong city, led by

Ms Le Thanh Hai as Managing Director This company is a member of Vingroup,

founded by Mr Pham Nhat Vuong The company name is abbreviated from the phrase

"Vietnam - Style - Safety - Creativity - Pioneering" (the letter Ph changed to F)

VinFast has a main assembly and production plant located in Hai Phong city, Northern Vietnam The factory covers an area of 335 hectares with a total investment of 3.5 billion USD and is one of the largest industrial projects in this country The company cooperates

in technology, engineering, strategic consulting support, and human resource training with the largest global manufacturers of automobiles, spare parts, and heavy industrial equipment such as BMW, Siemens AG, ThyssenKrupp, ZF, SAP, Schuler, Dürr AG, Eisenmann SE, Grob Aircraft and Robert Bosch GmbH of Germany,

VinFast has registered with the Frankfurt Business Registration Office to establish a representative office called "VinFast GmbH" in Germany, along with other representativeoffices in the cities of Melbourne (Australia), and Shanghai (China) Quoc) and Seoul (Korea) VinFast's future goal is to gradually increase the localization rate of components,and move towards technological and technical autonomy, besides, the company will continue to invest in development and expand domestic market share at the same time into international markets

About the future product that VinFast can develop is an electric car using "solar energy" technology with the function of "moving to park" in public places It is an extremely creative new step that car manufacturers around the world are always aiming for and Vietnam has VinFast which is researching and developing That modern car is called

VinFast SLP (VinFast Solar Parking).

1.2. History of formation and Development

The history of the automobile industry in Vietnam is marked by the car named Chien Thang, which was released in 1958 In 1970, Citroën car company released the La Dalat car In 1991, the Mekong Auto assembly joint venture was established In 2004, Thaco inaugurated Chu Lai - Truong Hai Automobile Manufacturing and Assembling Factory, and Vinaxuki was also granted a license to manufacture and assemble automobiles

The density of car users in Vietnam by the end of 2017 was 16 cars per 1,000 people Thelocalization rate in cars by the end of 2016 is 15-18% for Thaco's passenger cars, 37% forToyota's Innova series This ratio is higher for trucks and passenger cars 2017 is also the year in the process of implementing the AFTA agreement to reduce the import tax on automobiles from ASEAN countries to 0% This reduction in import duties resulted in thereduction of domestically assembled vehicles for import, causing a labor surplus in the auto industry

facilities, boat building, sports, and recreational boats, and production of

locomotives, trams, and wagons

- In the following month, the company launched the contest "Choose a favorite car with VinFast" Some of their partners up to this point are Magna Steyr, an Austrian parts supplier, and Siemens, which jointly built the plant and research and

intellectual property rights from BMW

- On February 7, they established the Mechanical and Mechatronics Technician Training Center

- On March 8, the enterprise launched a contest to vote for electric cars and small cars "Choose your favorite car with VinFast - 2" with 36 models including 17 electric cars and 19 small cars

- In the summer of that year, the company signed a contract to develop a

completely electric car with EDAG and established a joint venture factory with Aapico Hitech Company of Thailand

- In July 2018, VinFast started recruiting an authorized dealer to sell electric

motorcycles and opened a subsidiary in Germany

- The following month, the Company signed a contract with Siemens to provide technology and components for the production of electric buses and established Vietnam Grand Prix Co., Ltd with a business line focusing on organizing and promoting events events, exhibitions, conferences, and seminars

- That fall, the company signed a cooperation agreement with LG Chem of LG Group in the production of international standard batteries for electric vehicles, phones, and other industrial products.

- In October 2018, the company introduced two models LUX A2.0 of the Sedan line and LUX SA2.0 of the SUV line at the 2018 Paris Motor Show

- At the end of the month, VinFast signed an agreement with the Vietnam Oil Corporation to deploy a system of charging stations and renting batteries at petrol and oil trading points nationwide

- In November 2018, VinFast inaugurated the eScooter smart electric motorcycle factory and launched the first electric motorcycle product line, VinFast Klara, with

2 versions using Lithium-ion batteries and using Acid batteries- lead

In 2019:

- On January 15, 2019, the enterprise continued to organize the contest "Choose a favorite car with VinFast - 3" to vote for 7 models of cars with the Pre brand (shortfor Premium) spanning 4 class A segments, Grade B, Grade C, and Grade D

- Next month, the company completed the stamping and welding of the body of VinFast Lux SA2.0

- The Suv VinFast Lux SA2.0 model was officially completed, rolled, and

prepared to be tested 155 VinFast LUX cars have been sent for safety testing in 14countries on 4 continents

- Before summer, Vingroup decided to establish VinBus public passenger transportbusiness using electric buses manufactured by the company[127] in a relationship

of technology and components with Siemens

- Vingroup also signed a cooperation agreement with Viettel to build a network of charging points and exchange electric vehicle batteries at Viettel's business

locations

- In May, the company conducted a test run of 58 Lux and Fadil vehicles in

Vietnam After that, the company announced that Fadil cars met safety standards through test results at GM Korea

- In the summer, VinFast inaugurated and put into operation the car factory in Dinh Vu - Cat Hai economic zone

- Next month, Kreisel Electric based in Rainbach im Mühlkreis, Freistadt,

Oberösterreich, Austria signed a cooperation agreement on battery packaging for VinFast electric cars By the 28th, VinFast has handed over about 200 Lux cars including Sedan A2.0 and Suv SA2.0

- In September of the same year, VinFast acquired 51% of AAPICO Hitech's shares in AAPICO VinFast Auto Parts Co.

- VinFast announced the policy of recalling discarded products in the strategy of preserving the environment At the end of the year, the enterprise sponsored and handed over 393 Lux cars including Sedan A2.0 and Suv SA2.0 to the Material - Logistics Subcommittee, ASEAN National Committee 2020 to transport delegates during their visit to Vietnam attend the meeting

- In December, the company announced the price list of VinFast Lux and VinFast Fadil auto parts, and the selling price of Ludo, Impens, and Klara S

- In 2019, VinFast sold a total of 17,214 units including Fadil, Lux A2.0, and Lux SA2.0 models

In 2020:

- VinFast revealed information about its intention to expand to Australia

- In March, Discovery Channel made a reportage clip about VinFast in particular and the automobile industry in Vietnam in general

- Vingroup announced VinSmart factory and VinFast factory to open more

ventilator manufacturing fields

- Before the summer, the company opened 14 more service workshops, bringing the total number of service workshops nationwide to 54

- In the summer of the same year, VinFast announced the selling price of LG Chem-VinFast Lithium-ion batteries (for VinFast Klara S, Impens, and Ludo electric motorbikes)

- VinFast continues to open an office in Melbourne (Australia) with the Institute ofAutomotive Technology 2 led by Kevin Yardley as director

- The company also plans to open an automobile test center in Australia This Vietnamese car company also has the ambition to contribute to the development ofthe global auto industry by opening a test track for other automakers to freely use

- Also in December, male singer Son Tung M-TP combined to launch special versions of VinFast Ludo Mint To Be and VinFast Impens Milky Sky electric motorcycles

Năm 2021:

- VinFast opens 2021 by announcing 2 electric motorcycles and 5 car lines,

including 3 electric cars and 2 petrol cars with the brand names VF31, VF33, and VF33

- On February 16, 2021, the Southeast Asia New Car Assessment Program (ASEANNCAP) awarded VinFast the "New car brand with a high commitment to safety" award.

- On March 23, VF received an order for the first electric C-segment SUV, VF e34, which is the VF31 model with 5 seats, the engine has a maximum capacity of 110

kW, maximum torque: of 242 Nm , 6 airbags, using a 42 kWh lithium-ion battery with a delivery plan in November of the same year

- At the end of March, VF opened 64 more showrooms in 30 provinces and cities in Vietnam In April, VF partnered with NVIDIA to use chips for smart electric vehicles launched in 2022

- In July, VF opened branches in the USA, Canada, France, Germany, and Nether lands On 27th, VG announced the appointment of Michael Lohscheller as GeneralDirector of VinFast worldwide

- On August 23, VinFast signed a cooperation agreement with Gotion High-Tech to build a Giga factory to produce LFP battery cells

- On November 18, VF introduced 2 electric car models VF e35 and e36 at the Los Angeles Auto Show 2021, with the companionship of Supercar Blondie, Nas Daily, Lana Condor, Maria Tran, Sunisa Lee

- In November, VF handed over 18 cars including 5 VinFast President and 13

VinFast Lux A2.0 to Lao market dealer Phongsupthavy according to the agency agreement in June 2021

- On December 4, VinGroup transferred the entire 51.52% stake in VinFast to its subsidiary, VinFast Singapore

- On December 12 VinFast plans to introduce electric car models e32, e33, e34P, e35, and e36 at CES 2022, and at the same time start receiving price

announcements and accepting orders for e35, and e36

- At the beginning of April 2022, VF announced its participation in the New York International Motor Show and organized a tour from Ha Long to Sa Vi cape whichwas recognized as a Vietnamese record for honoring "The most electric car

caravan in the world"

- Also in the same month, VF announced to choice of B-EV Motors as the official distributor in Israel and then introduced 5 new electric motorcycle models using LFP battery technology.

- VinFast cooperates with Renesas Electronics from Japan in providing

components such as electronic systems (System on Chips - SoCs),

microcontrollers, analog semiconductors, and electronics

- At the 121st Paris Motor Show in 2022, VinFast was awarded the first "Rising Star" award by Autobest (The Rising Star)

1.3. Branches of Vinfast

VinFast showroom agents in the North

• VinFast Thach That Electric Motorcycle Showroom

Address: Highway 21, Hoa Lac Hamlet, Binh Yen Commune, Thach That, Hanoi

• VinFast Chuong My Electric Motorcycle Showroom

Address: Noi An residential group, Chuc Son town, Chuong My district, Hanoi

• VinFast Vinh Thanh

Address: 42 Cau Buu, Tan Trieu Commune, Thanh Tri District, Hanoi

VinFast showroom agents in the Central region

• VinFast Ho Xa Electric Motorcycle Showroom

Address: 38A Le Duan, Ho Xa TT, Vinh Linh District, Quang Tri Province

• VinFast Huong Tra Electric Motorcycle Showroom

Address: 59 Cach Mang Thang 8, Tu Ha Ward, Huong Tra Town, Thua Thien Hue Province

• VinFast Hai Chau

Address: 115 Nguyen Van Linh, Nam Duong Ward, Hai Chau District, City

Danang

VinFast showroom agents in the South

• VinFast Thuan Nhan

Address: 447-447A-447B Cong Hoa, Ward 15, Tan Binh District, City Ho Chi Minh

• VinFast 517B2 Dong Khoi Electric Motorcycle Showroom

Address: 517 B2 Dong Khoi Avenue, Quarter 03, Phu Khuong Ward, Ben Tre City,Ben Tre Province

• VinFast Can Tho

Address: 274 30/4 Street, Hung Loi Ward, Ninh Kieu District, Can Tho