Group assignment cover sheet

With the official cessation of production of these vehicles, VinFast will become the pioneer pure electric car company in the Vietnamese market, participating in strongly promoting the e

UEH UNIVERSITY OF ECONOMICS HOCHIMINH CITY

—

International School of Business

GROUP ASSIGNMENT COVER SHEET

Student name: Vu Thi Khanh Dieu Student ID number: 31211023659

Student name: Tran Phat Huy Student ID number: 31211026531

Student name: Phan Nguyen Tam Khanh Student ID number: 31211024120

Student name: Dang Truc Linh Student ID number: 31211026378

Student name: Nguyen Nhu Quynh Student ID number: 31211024595

Student name: Phan Le Quang Vinh Student ID number: 31211025701

Unit name: Enterprise Innovation and Markets Unit number: _EIM-DH47ISB-01 Tutorial/Lecture: Class day and time: Tues & Wed

Lecturer or Tutor name: Dr Huynh Quang Minh

Length: _4565 words Due date: 21/03/2023 Date submitted: 21/03/2023

H I hold a copy of this assignment if the original is lost or damaged

LH I hereby certify that no part of this assignment or product has been copied from any other student’s work

or from any other source except where due acknowledgement is made in the assignment

oO I hereby certify that no part of this assignment or product has been submitted by me in another

(previous or current) assessment, except where appropriately referenced, and with prior permission

from the Lecturer / Tutor / Unit Coordinator for this unit

II No part of the assignment/product has been written/ produced for me by any other person except

where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned

I am aware that this work may be reproduced and submitted to plagiarism detection software programs

for the purpose of detecting possible plagiarism (which may retain a copy on its database for future

plagiarism checking)

Student’s signature: Dieu

Student’s signature: Huy

Student’s signature: Khanh

Student’s signature: Linh

Student’s signature: Quynh

not been signed

I Company Introduction:

VinFast LLC is a Vietnamese-founded, Singaporean-based private automotive company Established in 2017, it is a member of Vingroup, one of the largest private conglomerates in Vietnam that was founded by Mr Pham Nhat Vuong

With the philosophy of "Putting customers first", VinFast is constantly innovating

to create high-class products and excellent experiences for everyone

VinFast has quickly established a global presence, attracting the best talent mechanic from around the world and partnering with some of the most iconic brands

in the Automotive industry About their vision, to become a smart electric vehicle

brand that strongly promotes the global electric vehicle revolution

About their mission, for a green future for everyone About brand philosophy, Putting customers at the center, VinFast is constantly innovating to create high-class products and excellent experiences for everyone About their core values, High-class products, good prices, outstanding after-sales service

II Innovations:

2.1 Literature Review

For ages, innovation has served the only goal of making human beings' lives more comfortable Throughout history, supporting, producing, and implementing innovation has been critical not just for the well-being but also for the survival of individuals,

entities, and, in some cases, whole civilizations and nations (Meissner and Kotsemir,

2015)

2.2 VinFast Innovations

Before launching electric cars, VinFast was very successful in selling gasoline- powered cars However, on July 15, VinFast announced it would stop selling gasoline-powered cars With the official cessation of production of these vehicles, VinFast will become the pioneer pure electric car company in the Vietnamese market, participating in strongly promoting the electric vehicle revolution globally

(VinFast, 2022)

In this report, the research team focuses on analysing VinFast's innovations in two product segments: Electric cars and Batteries Both of these product lines are analysed along the Product dimensions (see Appendix A)

II Current marketing analysis:

1 7PS (product, price, place, promotion, people, process, physical environment)

1.1 Place (distribution channel)

1.1.1 Direct marketing channel

In nearly 2 years, VinFast has built more than 76 showrooms in over 30 provinces

of VietNam Besides, it also opens 10 showrooms around the world, especially

America with 6 showrooms (AutoPro, 2022) A representative of VinFast said that the VinFast Store system includes 18, 2S and 3S store models To be specific,

VinFast 1S stores are mostly located in commercial centres to display products and sell cars VinFast 2S is located on convenient roads with the objective of providing spare parts, repairing services, and supporting nearby 1S stores or areas that do not have 1S and 3S stores but often have VinFast customers driving through there About VinFast 3S which is located in strategic locations is known as the store for integrating product display, car sales and spare parts supply and repair services By distributing products directly via those showrooms, VinFast has reduced the intermediate consumption a lot because the company does not have to pay any fee for agents For customers, they would have a deep observation about the products

at the store and in case they have any problem or comment, they could immediately contact the staff there to be solved as soon as possible

Online website is the other direct channel of VinFast Via this official website,

customers could easily get detailed information about each type of car, battery and charging stations or register for the test drive Moreover, this website allows customers to book or pay a deposit without coming to the store This is such a wonderful advantage for VinFast clients who are always busy with their work 1.1.2 Indirect marketing channel

Along with those showrooms above, 20 Chevrolet 35 dealers have been upgraded

by VinFast, converted to a VinFast - Chevrolet two-brand dealer model, providing VinFast car sales, repair, maintenance and genuine spare parts services to customers following VinFast’s standards of 3S agents to enhance coverage and

convenience for consumers (VinFast New way)

1.2 Price (Appendix B)

VinFast uses the penetration pricing strategy which means creating an impression of a high quality but low cost product The “Three Zero” price policy includes “zero depreciation, zero financial expense and zero interest

rates” (Minh Quan, 2021) In the initial stages, VinFast will not include

depreciation costs, financial expenses (interest payable on loans for investment in plant construction) or interest rates in the products’ prices The

selling price will be the same as the production cost calculated plus the selling

cost (Vietnam news, 2018)

VinFast targets customers who want high quality cars but affordable ones So that it positions its price a pretty higher price compared to Korean - Japanese brands but

lower than European brands like Mercedes or BMW (VietNamNet News, 2018)

Generally, EVs price of VinFast especially VF 34 is a quite low price for an electric car compared to 1.3->3 billion dongs of Tesla one.Moreover, there are a lot of promotions and battery policies for customers buying electric cars, they can receive direct benefits of tax incentives for electric cars such as registration fee exemption, special consumption tax reduction (VinFast, 2023)

1.3 Promotion

1.3.1 Advertisement:

In 2018, VinFast in the first stage of market penetration, the brand created a

communication boom by using Kol David Beckham, Miss Tran Tieu Vy at the Paris Motor Show to introduce their Sedan and SUV product line (Riley, 2018)

1.3.2 Discount Promotion:

Price policy 3 Without the first day of launch, VinFast will not charge depreciation expenses, not counting financial expenses (interest payable of loans to invest in building factories, working capital) and no interest The selling price of VinFast cars and electric motorbikes will be equal to the right production cost of the product plus the cost of selling

1.4 People (See appendix C)

VinFast is operating under a human resource structure including leading foreign experts from more than 22 countries around the world and Vietnamese engineers, but the leadership structure has the presence of many Vietnamese people VinFast

is always on the right track to create a car with the Vietnamese spirit

VinFast's success is strongly influenced by the human resources division For the human resources strategy of VinFast, researchers divide it into three categories To begin with, the recruitment and hiring process attracts and retains top talent VinFast has always advocated the deployment of initiatives to draw top talent to the sectors of mechanics and autos, along with unique incentives for compensation and bonus policies (Tram Ho, 2021 ) Second, employee discipline is an important component of VinFast's HR strategy Each worker is responsible for their own work ( Bravo, 2021) Asa result, they bear the most responsibility for their own work and strive to complete the tasks assigned to them Employees who do not perform well may be fined, disciplined, or even fired Finally, benefits and compensation for employees during the working process VinFast creates a unique compensation plan

for each role, skill level, and degree of employee in order to recognize the appropriate capability and inspire individuals to reach their full potential Positive actions and groundbreaking successes are quickly recognized and rewarded with money, a promotion, and a pay raise ( Bravo, 2021 ) VinFast considers its employees to be a resource rather than a commodity VinFast uses an innovative method of strategic human resource management that places a strong emphasis

on the need of letting people follow their own interests and career goals

1.5 Process

The entire production process of automotive components and assembly is completely synchronised and self-contained The application of automation lines in production and business is an inevitable trend in the 4.0 technology era VinFast has quickly applied modem technology of international standards to the production and manufacturing process of cars to create safe car models with outstanding quality Fully equipped with a 1200 ABB robots system, VinFast’s product line seems to be

the most modern one in VietNam and South Asia (VNS, 2018)

With an outstanding process and highly qualified personnel, the VinFast automobile assembly has shortened the production time (38 hours/ car and 250,000 cars/ year) and quickly brought to the market models with diverse segments (Vir, 2019) With the methodical investment from the car assembly plant, VinFast has produced high-class, safe cars that are well received by consumers, creating a solid foundation for the process of self-production automobile export in Vietnam (ATTS, 2021) 1.6 Physical Environment

VinFast has built itself a strong foothold in the automotive industry market not only by the name of Vietnamese goods but also by the outstanding points it brings to the users after 2 years joining the race

Recently, it entered the U.S which is one of the most competitive markets in the world with the first 45 cars in March, 2023 These steps affirm the position of Vietnamese enterprises by putting Vietnam's car industry on the world automobile map

Moreover, VinFast also proves itself through ASEAN NCAP reward, The Grand Prix

Asian Awards 2020 and will be in top of the most favourite cars in 2021 This is such

an impressive achievement for a newcomer as VinFast

The launch event of VF e34 is announced on the online platform and allows customers to make a deposit through the online shopping system Immediately after

opening for sale, VinFast's latest electric car model has received positive support from customers and achieved impressive results After only 12 hours of opening,

there were more than 3000 orders and more than 25,000 orders, of which 10,000

were ordered online after only 3 months

It can be said that this is an unprecedented achievement in VinFast's new car launch precedent, creating an important turning point for the development of VinFast in particular and the domestic auto market in general

1.7 Product

VinFast's product strategy focuses on the variety of products that are continuously launched, allowing the company to quickly become the market leader Each VinFast product launched to the market is equipped with leading factors such as: Leading manufacturing technology, leading manufacturing technology and leading design, etc VinFast cooperates with famous automobile engineering and manufacturing

companies in the world such as: Magna Steyr and Bosch, AVL, , which is the

highlight of VinFast's marketing strategy ( Viet Hung, 2018 )

The design of VinFast cars has been done by the European team Pininfarina, the

engine is also selected from BMW ( KhoaNX, 2021 ) This is because a new

brand like VinFast will have disadvantages compared to brands that have existed for

a long time, but the quality needs time to verify So only the reasonable price factor can attract consumers Thus, it is reasonable to choose an engine from a luxury car company like BMW, a machine worthy of VinFast's high-end product positioning

The company has just entered the market as well as the marketing and PRs are not

so strong that it needs to focus more on advertising its products and building customers’ beliefs

There are opportunities in the dependable supply chain, rising demand for EVs and the awareness of “made-in-Vietnam” cars The company is one of the first to market with this field, given that its competitors are slow adopters

The threats require VinFast to cut back on expensive manufacturing-related carbon emissions and concentrate on testing carefully before launching an EV product

3 Segmentation:

3.1 Demographic

Vinfast Electric Cars aim at middle- high income customers who are aged from 25-

55 The family life cycle is focused on the group of Young singles; Young married

without children , Young married with children, Middle-aged married with children

Most of them live in urban areas and the education is University and above

3.2 Geographic

Products are often found in big cities like Ho Chi Minh City, Ha Noi, Hai Phong, Binh

Duong, etc (Vingroup, 2022 that have wide streets and numerous populations Because electric vehicle items are challenging to transport to rural regions, where the majority of vehicles are gasoline-powered, we hardly ever see electric charging stations there

3.3 Psychographic

People who have a modern lifestyle would probably prefer a VinFast car due to its

dynamic design like the Vinfast Fadil, VinFast Lux A2.0 Besides, this brand also

launches some luxurious and elegant models such as VinFast Lux SA2.0 It is designed based on the foundation of BMW X5 and is certainly suitable for those men who want to show off to support their work Moreover, for men who want to take

care of their families, Vinfast car is certainly one of their best choices because it

also has a 7- seat car for large families which is very comfortable with all the amenities

3.4 Behavioural

According to the latest Deloitte poll, 64% of Vietnamese respondents perceived decreased gasoline prices to be the most important factor influencing their choice to purchase an electric vehicle (EV) Furthermore, personal health concerns influence Vietnamese customers’ decision to purchase electric vehicles (54% of respondents) (Business Forum Magazine, 2022) Up to 33% of Vietnamese customers are interested in purchasing an electric vehicle (EV) as their next vehicle, highlighting the country's tremendous potential to accelerate automobile electrification (VietNamNet News, 2018) If the price of electricity becomes as high as the price of fossil fuels, which the number of Vietnamese respondents accounts for the highest percentage (71%) in Southeast Asia (where the average proportion is 53%), regional consumers will reconsider buying electric cars (Hanoi Times, 2022).Lowering the cost of electric vehicles might encourage more people to consider them (KIS, 2018) According to a new survey of a reputable cars, motorcycle forum, 99.4% of consumers over the age

of 25 have ever heard of electric cars, while 82% care about and have discovered

this green aspect, and more than 46% plan to buy electric cars in the next 12 months (European Climate Pact, 2021) Travel lengths and the absence of public charging infrastructure continue to be obstacles for Vietnamese and Southeast Asian

customers to utilise electric automobiles (Business Forum Magazine, 2022)

*Market share:

VinFast falls 2 spots into 9th position with 358 (-83.0%) (Carlo, 2023) The birth of a

local manufacturer — VinFast — fully dedicated to the electric vehicles (both 4 and 2 wheelers) is a stimulus for the traditional manufacturers controlling the market (Japanese and Koreans) and the incentives for EVs from the government will help to

boost the electrification process, which is seen faster in Vietnam than in the rest of the region (Carlo, 2023)

Toyota is still relatively small because the design of Toyota has not been appreciated

by customers Therefore, VinFast still has a competitive advantage over Toyota in the EV segment While Toyota and Honda are facing frequent encounters of design and engineering problems with a shortage of innovation, VinFast's product strategy

is highly appreciated on the variety of products with leading factors

After analysing the current automobiles industry market, it is clearly pointed out that the target market which VinFast is aiming at is mostly the Vietnamese Specifically, customers VinFast Electric Cars aim at middle- high income customers who are aged from 25-55 and most of them live in urban areas and the education is University and above Besides, people who have a modern lifestyle, pursue luxurious and elegant models as well as want to take care of their family are also the target customers of this brand

production; Schuler AG, a stamping line manufacturer; Eisenmann, an assembly line manufacturer; Durr AG, a paint line supplier; LG Chem, a member of the LG Group,

a battery manufacturer and supplier; and so on Moreover, VinFast acquired the intellectual property rights of BMW, a well-known maker of engines from Germany, a nation well-known for its mechanical engineering and technology (Vietnamnews, 2017)

At least five Korean businesses are negotiating contracts with VinFast for the provision of machinery for the production of battery cells in 2021 According to Thelec, a significant contract has been awarded to Korean producers of battery manufacturing equipment to provide production machinery to VinFast's 2.5 GWh battery factory in Vietnam In order to develop and produce cylinder battery cells, VinFast is now constructing two 200 PPM production lines in Hai Phong City

Toyota:

Toyota has aggressively sought out and worked with numerous recognized parts and accessory suppliers around the world, particularly in the United States, to achieve the aim of delivering high-quality cars that match international standards

Currently, the brand is working with a number of well-known manufacturers and traders in the automotive sector, such as: Tesla, a supplier of automobile powertrain systems; Bridgestone; Cypress Semiconductor; Fuel Total Systems Kentucky

Corporation; OPTICS USA; and tires from Toyota's Avalon WinFast series and so on

(LIOUDIS, 2021) Thanks to the enthusiastic support from the above companies, Toyota's ability to produce and supply products has increased significantly

Honda:

Honda recognized 54 North American suppliers in 2021 for their exceptional work in providing the company with parts and materials For helping Honda with its mass- produced components and materials as well as service parts that meet consumers’ demands after they buy a Honda or Acura product, suppliers have been recognized with honours (Hondanews, 2022) ACM Georgia LLC, a company that deals in car parts and components, and East Penn Manufacturing of Lyons Station are a few well-known companies that might be highlighted

For this reason, Honda's capacity to create and supply goods has greatly increased

as a result of the fervent support from the aforementioned businesses

Substitution:

There are many pieces of evidence showing that the Vietnamese still enjoy using motorbikes more than cars According to the report of the Vietnam Automobile Manufacturers Association (VAMA), the number of sold passenger automobiles decreased 14.25% from the same time the previous year in the fourth quarter of

2022 in Vietnam December 2022 had the lowest sales volume due to a decline in income and unfavourable export and import conditions It is predicted that the total number of cars sold this year will drop by 17.5%, compared to 2022 (Dinh, 2023) While sales of VAMM members after 12 months of 2022 reached more than 3 million vehicles, an increase of 20.49% compared to sales figures in the same period a year earlier This is the fifth time within 7 years that the Vietnamese motorcycle market

has surpassed the sales milestone of 3 million vehicles (Lam, 2023) Vietnamese

people have chosen motorbikes since ancient times since they prefer to live in individual homes rather than apartments, making it difficult to have space for a car Also, it is rather expensive to park a car in a city area, and Vietnam is regarded as having subpar urban planning and infrastructure in general (VnExpress, 2020) With these examples, cars, specifically, electric cars are proven to be substituted by motorbikes

Moreover, an electric car can be substituted by a diesel car for many reasons [HS Market estimates that 47% of new car sales in the Old Continent in 2019 were diesel vehicles Electric vehicles are only truly clean when the production of electricity switches to cutting-edge technologies like solar power, wind power, or natural gas Despite manufacturers’ efforts to cover the network of power stations and other supporting infrastructure, there is a dearth of charging infrastructure for electric vehicles (Linh, 2020) Additionally, The majority of contemporary electric automobiles can travel the same distance from a full tank to empty on a single charge A typical gasoline vehicle can travel 482 km on a full tank, whereas an electric vehicle may travel 200-490 km on a single charge However, an electric automobile takes far longer to fully charge than a standard car to refuel (THAI HUNG, 2022) Overall, a diesel car could substitute an electric car with some of its outstanding aspects Criterias affect demand and supply curve:

Gas price: The increase in gasoline, the increase in the price of gasoline cars has had a great impact on consumer psychology, along with that, many electric car models are also eye-catching and equipped with many advanced technologies, so consumers are tending to The shift towards electric motorbikes makes the electric

motorbike market more bustling (Nam, 2022)

Government subsidy (tax) policy: Changes in the economy also affect the use of electric vehicles in different ways To stimulate demand for electric car production, a number of preferential tax policies were approved by the National Assembly, including reducing the excise tax on electric cars

Accordingly, with battery electric cars with 9 seats or less, the special consumption

tax rate of 3% will be applied from March 1, 2022 to the end of February 28, 2027; from 1 March 2027 is 11% In addition, for other electric cars, which carry 9 seats or less, the excise tax rate is 15%, from 10 to under 16 seats is 10%, from 16 to 24

seats is 5%, the type that both carries people and goods is 10% (Tra, 2023)

Not only that, battery-powered electric cars have the first registration fee of 0% within

3 years, applied from March 1, 2023 In the next 2 years, this fee will be equal to

50% of that of petrol and diesel cars with the same number of seats (Anh, 2023)

The government's active tax support for electric vehicles mentioned above is a positive signal for the strong growth of demand for this product line

GDP: The analysis demonstrates that consumer uptake of electric cars is directly linked to a country’s GDP per capita, indicating that affordability remains a major issue For example, a market share of more than 15% for electric cars is only found

in richer countries in Northern Europe with an average GDP of over €46,000

(VCCorp.vn, 2021) Specifically, in Vietnam, GDP per capita is still too low for people

to own four-wheeled vehicles, not to mention electric cars which explain that

presently, only VinFast is engaged in the manufacturing and assembling of electric vehicles in Vietnam Nowadays, electrified vehicles are not particularly common in

Vietnam (ACEA, 2021) In conclusion, the income of the citizens has a huge impact

on the demand and supply of the electric car industry

IV Problem identification

VinFast has been handing over electric cars using Lithium - ion batteries and LFP (Lithium Ferrous Phosphate) batteries These are two common types of batteries that are applied on most popular electric cars thanks to their advantages of durable life, advanced technology, and strong performance VinFast has applied Lithium-ion and LFP batteries on VF of Vietnam's first smart electric cars, bringing outstanding advantages such as: For a distance of about 285 km after a full NEDC charge, charging time fluctuates about 8 hours; the fast charging feature at VinFast's charging stations allows the car to travel about 180km with only about 18 minutes of charging; IP67 waterproof standard makes the car capable of wading in water up to 1m for 30 minutes; stable operation under various temperature conditions As a

result, the VinFast electric car is researched to be suitable for all conditions of

moving and charging outdoor batteries in Vietnam Lithium batteries have a long life Based on the frequency and distance travelled, the average life of the battery is usually over 8 years, even lasting 10 - 12 years (VinFast, 2021)

However, after researching, the research team found that besides the outstanding

advantages of the Lithium battery line, it currently still has certain limitations

Because of those limitations, it has created problems for VinFast electric cars The

most prominent issue here we want to mention is that the VinFast battery line affects the range of human movement

The research team gave a specific example with the VinFast e34 line The fully designed charging capacity of the 100% new car is 42kWh and the advertising vehicle has travelled 285 km In fact, with this 42kWh fully charged capacity, the Autobikes Vietnam channel on Youtube has tested the VF e34 car with only 241 km (although the car has not used heating or air conditioning when the difference in outdoor temperature and comfortable temperature in a big car) So when the fully charged capacity of the battery drops to 29.5kWh, equivalent to 70% of the original 42kWh, the car will actually only go 169 km It is easy to see that customers have to accept this without complaining when they have to spend money to buy a car that claims to have travelled 285 km but in fact the car has only run 169 km and they still

have to consider it is a normal thing It can be seen that the lower the battery, the more the vehicle's range will be affected

V The new Innovation & Target market profile

1 About the LABs

The successful development of an air battery (Lithium Air) by IBM (USA) in 2012 was

regarded as a significant turning point for the battery manufacturing industry (Caleb

Garling, 2012)

With the help of a carbon nanostructure known as the Catot, lithium air batteries

capture oxygen from the air and store it in an angstrom-sized space (equal to

0.00000000001m) (Harry Hoster, 201 5)

While weighing only a fifth as much as a Li-ion battery, the air battery can deliver enough electricity to keep the vehicle at an 800 km range The Lithium Air air battery's battery can withstand up to 500 charges, or 320,000 kilometres On conventional batteries, this quantity is only up to 25 charges 10,000 mAh per gram

of cathode material is also a capability of the Li-air battery

1.1 Outstanding points:

Compared to the Lithium ion battery, LABs are strongly dominant based on these advantages Firstly, during the process of charging and discharging, Lithium ions and oxygen combine to form the inorganic molecule lithium peroxide (Li202), which is what produces electricity when the battery is drained When plugged in to charge, lithium ions return to the negative electrode and oxygen is released back into the atmosphere This process helps to save energy and be eco-friendly compared to the Lithium ion technology (VinFast, 2021) Besides, it is possible to optimise the battery's size and weight in order to lessen the environmental impact of battery

waste

Secondly, due to the fact that much of the Lithium ion battery's volume and bulk are devoted to components that do not help transfer charges between the electrodes, the types of energy densities that these technologies may achieve are limited

However, a lithium-air battery with a lithium metal electrode on one and a lithium air

electrode on the other which is based on Li2O production has the potential to produce energy density that is on par with that of gasoline Beyond lithium-ion, it is predicted to have the highest energy density of any battery technology under

consideration ((John Timmer, 2023)

Last but not least, the life of a Li-air battery is five times longer than that of a Li-ion battery Moreover, according to some metrics, the battery performs admirably for more than 1,000 charge/discharge cycles (Song Li, 2020)

1.2 How does it work and its possibility to apply:

1.2.1 How does it work:

The main new component is a solid electrolyte instead of the usual liquid variety being used in the past that would prevent from overheating and

through the solid ceramic polymer electrolyte (CPE) to lithium metal Anode (-) where storing CO2 when charging and vice versa (see appendix E)

This new solid electrolyte is composed of a ceramic polymer material made from relatively inexpensive elements in nanoparticle form (Maisch, 2023) The new composite electrolyte is based on Lil0GeP2$12 nanoparticles embedded in a modified polyethylene oxide polymer matrix (Maisch, 2023)

This enables chemical reactions that produce lithium oxide (Li20) on

discharge In the new design, the four-electron reaction is enabled by a mixed ion-electron-conducting discharge product and its interface with the air (Science News, 2023) It also operates with oxygen supplied by air from the surrounding environment (Science News, 2023) The capability to run with air avoids the need for oxygen tanks to operate a problem with earlier battery designs (Science News, 2023) -> rather than using oxygen tanks, this battery simply uses that air

The key technique here is transmission electron microscopy (TEM) of the discharge products on the Cathode surface(Kondori et al., 2023, p 34) Ina glove box filled with argon, the cells were dismantled The cathode electrodes were then thoroughly dried under vacuum and promptly cleaned with dimethyl carbonate (DMC) Following that, the sample was removed from the electrode and spread out on the TEM grid Using an Argonne chromatic aberration- corrected TEM (a FEI Titan 80-300 ST with an image aberration corrector to correct both spherical and chromatic aberrations) at an accelerating voltage of

200 kV, low-dose high-resolution transmission electron microscopy (HR-TEM) characterizations were carried out

1.2.2 Possibility:

The battery architecture has the ability to store one kilowatt-hour per kilogram

or more, which is four times the energy density of lithium ion technology At such a rate, it would be appropriate for converting heavy-duty vehicles, such

as airplanes, trains, and submarines, to electric (Harmon, 2023) Over 1,000

charge and discharge cycles, the test cell proved stability (Maisch, 2023) The

chemical processes for lithium superoxide (LiO2) or peroxide (Li202) utilize

just 1/2 of the electrons stored per oxygen molecule, whereas lithium oxide

(Li2O) involves 4 electrons (Green Car Congress, 2023) More electrons

trapped, according to Argonne scientist Rachid Amine, equals higher energy density At ambient temperature, this is the first lithium battery to achieve a four electron reaction

Theoretically, a lithtum-air battery based on Li2O production is capable of producing an energy density similar to that of gasoline (Hanley, 2023) Additionally, as solid-state electrolyte accounts for around 75% of the overall energy density, there is a chance to reduce thickness without losing performance, resulting in a greater energy density (Cuthrell, 2023) By 2025, several analysts predict that the world's lithium supply will be strained due to a projected tripling of battery demand (Redactoramexico, 2023)

2 One specific target market

For this new technological battery, the target customers that VinFast aims to achieve

are the same as the old ones However, the segmentation is somewhat different in

the demographic Due to the lower price of the battery, VinFast wants to enlarge its market to low and middle-income consumers rather than the higher ones

VI The new marketing mix strategy: Develop a marketing mix strategy to launch your allocated brand’s new innovation in the Vietnamese marketplace

Hints: Apply theoretical/conceptual understanding from chapters 4 & 5 Analyse and justify your application of the marketing mix elements and tactics used to create the desired positioning (a revised perceptual map would be

very useful) for your new innovation and for its one (1) target market (see

Task 5) Remember, marketing is about focusing on the target market and not only on your innovation - your marketing strategy should highlight this

VF car 8 The policy of “3 without” which includes no depreciation costs, no financial costs, no profit, in order to provide maximum support to the pioneer

customers using electric cars in Vietnam For Mobile Service, the cost for

repair and replacement parts is equivalent to the fee at VinFast's service workshops nationwide Customers do not have to pay any additional fees

(Additional: for new batteries used within 1-2 months, if damaged, they will be

renewed for free This is followed by the warranty policy) Thus, customers using VinFast electric vehicles in Vietnam can now be completely assured that they will always be served with the utmost care wherever they are

- Exchanging old battery for the new one: Whenever the battery runs out of its life, customers could exchange it for the new one By doing so, customers will own a totally new battery at a fraction of the cost compared to buying a new one Besides, customers can be completely secure during using process because the rental battery will be replaced/repaired/maintained free of charge