TABLE OF CONTENTS

EXECUTIVE SUMMARY ........................................................................................................................ 1

CHAPTER 1: INTRODUCTION .............................................................................................................. 2
1.1. Company and background ......................................................................................................... 2
1.2. Product line and product mix .................................................................................................... 2
1.3. Introduction about Vbros Project and Vievélo E-bike ............................................................ 3
CHAPTER 2: SITUATION ANALYSIS .................................................................................................. 5
2.1. Market summary ............................................................................................................................. 5
2.2. Strengths, Weaknesses, Opportunities, and Threat Analysis ................................................. 6
2.3. Competitors ................................................................................................................................. 7
2.4. Product offerings ......................................................................................................................... 7
2.5. Distribution.................................................................................................................................. 7
CHAPTER 3: MARKETING STRATEGY ............................................................................................. 8
3.1. Our Misson ....................................................................................................................................... 8
3.2. Marketing Objectives: ..................................................................................................................... 8
3.3. Target Market .................................................................................................................................. 8
3.3.1. Market Segment Selection: ...................................................................................................... 8
3.3.2. Market Demand: ................................................................................................................. 8
3.3.3. Target Customer Market: .................................................................................................. 8
3.3.4. Audience profile .................................................................................................................. 9
3.4. Positioning ........................................................................................................................................ 9
3.5. Strategies......................................................................................................................................... 10
3.5.1. Product ..................................................................................................................................... 10
3.5.2. Price.............................................................................................................................................. 13
3.5.3. Distribution.................................................................................................................................. 14
3.5.4.1. Advertising............................................................................................................................ 14
3.5.4.2. Sales Promotion .................................................................................................................... 15
3.5.4.3. Public Relations and Publicity ............................................................................................ 15
3.5.4.4. Online and Social Media Marketing .................................................................................. 15
3.6. Marketing Mix ............................................................................................................................... 15
3.6. Market Research ............................................................................................................................ 17
CHAPTER 4: FINANCIAL PROJECTION .......................................................................................... 18
4.1. Revenue, expense calculation ........................................................................................................ 18
 4.2. Break-even analysis ....................................................................................................................... 18
CHAPTER 5: IMPLEMENTATION & CONTROL ............................................................................ 19
5.1. Implementation .............................................................................................................................. 19

EXECUTIVE SUMMARY
As Vietnam is a potential market for vehicles, First Move Group (FMG) Joint Stock
Corporation decides to launch a new product that is completely made in Vietnam. The
new type of electronic bicycle - Vievélo contains a unique combination of the original
character of a bicycle and advanced technology for a new modern life. Although the e-
bike market in Vietnam has a variety of mature competitors, we believe Vievélo can
effectively compete with other e-bike brands thanks to those innovations. We are
targeting specific segments in consumer markets, catching the insight, and trying to meet
the demand of Vietnamese consumers who have enormous concern about both
environment and convenience in transport.
The core marketing objective is to achieve a first-year Vietnam marker share of 5% with
unit sales of 100. Besides, the primary financial objectives are to achieve first-year sales
revenues of 1 960 000 000, first-year losses to less than […], and break-even early in the
second year.
Our Marketing plan structure consists of:
• CHAPTER 1: INTRODUCTION
• CHAPTER 2: SITUATION ANALYSIS
• CHAPTER 3: MARKETING STRATEGY
• CHAPTER 4: FINANCIAL PROJECTION
• CHAPTER 5: IMPLEMENTATION & CONTROL
• REFENRENCE AND APPENDIX

1
 CHAPTER 1: INTRODUCTION
1.1. Company and background
First Move Group JSC (FMG) is a joint-stock corporation founded by Vietnam Partners
LLC, an American private equity organization that has been importing and distributing
premium motorbike and automobile brands in Vietnam since 2009.
Our vision: is to have a positive impact on the two-wheeler market in Vietnam.
Customers are top priorities, with a focus on making a lifestyle become sustainable create
a safe riding community.
Our mission is “Representing the global brands and bringing Vietnam’s products to the
world.”
The business’s core value contains:
• Passion: Performing is all about sharing passion. We are laser-focused on
achieving genuine results. We complete what we begin and go the extra mile. We are not
going to give up.
• Trust: We've been entrusted with doing a decent job, and we've delivered. We
make use of this flexibility to put our skills and traits to the greatest possible use.
• Responsibility: We are accountable for everything we do, and we think about the
implications for our stakeholders and the environment. We are straightforward,
transparent, and honest.
• Make it fun: At FMG, having fun at work is a priority! We're kind, approachable,
and upbeat. We allow everyone to be who they are.
1.2. Product line and product mix
Below is the product mix grid of First Move Group JSC:

2
 First Move Group JSC

Vehicles F&B

Coffee
Motocycle E-bike Merchandise
(VBROS Project)
Piaggio Min
Riese & Müller Bell Helmet Mountain
Coffee
Vespa
Modmo Poc Sport

Motoguzzi
Eeyo Lumos Helmet

Aprilla

Vievélo

1.3. Introduction about Vbros Project and Vievélo E-bike

About VBROS Project, this is a smart electric power-assisted bicycle
(E-Bike) project developed by First Move Group Joint Stock Company
(FMG), to meet the global transition to the phase of reducing natural
energy, traffic, and increasing responsibility among consumers to the
living environment. The goal of the VBROS Project is to bring optimal
products for the trend of healthy, active, effective, and emotionally balanced living when
using E-bike to transit in the near future, promoting the value of sustainable living
through three fields: economy, environment, and community.
On the afternoon of April 27, 2021, FMG officially kicked off the smart electric power-
assisted bicycle project, called VBROS. E-Bike was debuted with partners, customers,
social media in the event called "E-Bike: Healthy solutions for urban mobility", which
took place at Deutsches Haus building in Ho Chi Minh City.

3
Vievélo E-bike was also debuted in this event. Vievélo is a stylish, user-
friendly e-bike, which is completely manufactured and assembled in
Vietnam, under strict quality control and management by the project
management team.

Image of Vievélo E-bike

(Source: VBROS Blog)

4
 CHAPTER 2: SITUATION ANALYSIS
2.1. Market summary
• Overview about vehicle market in Vietnam recently:
The motorcycle market has difficulties because of new options appear (for instance
electric vehicles) and saturation.
(PricewaterhouseCoopers, 2020), the motorbike market in Vietnam has been
declining, with sales down roughly 4% in 2019 compared to last year. Due to
saturation and the impact of COVID-19, sales in the first quarter of 2020 were 3%
lower than the same period of the previous year.
In the midst of saturation, competition from other two-wheeler manufacturing businesses
is increasing.
(PricewaterhouseCoopers, 2020), Vin Group launched its new two-wheeler lines
with a flurry of advertisements and events to drum up interest in the new products.
(Vinfast)
COVID -19 has caused a temporary fall in the four-wheeler market, as well as an increase
in the consumption of used motorbikes.
The Vietnamese government has indicated that it intends to revise Decree
116/2017 on the conditions for the production, assembly, import, and commerce of
vehicle warranty and maintenance services, eliminating several laws that apply to
auto imports. This will allow for more efficient vehicle imports, increasing the
supply of old automobiles while decreasing the demand for new ones.
Vietnamese government laid down the new policy of zoning and restricting motorbikes in
the inner city to reduce traffic congestion and environmental pollution, towards limiting
the operation of motorbikes in the inner city by 2030.
“The roadmap that we are building will implement the restriction of motorbikes
step by step, route by route, region by region. Roads and areas that meet the
conditions for infrastructure development and public passenger transport to meet
the travel needs of the people will limit the operation of motorbikes.”
– Mr. Vu Van Vien (Director of Hanoi Department of Transportation).

5
 Table 2.1 shows how Vievélo e-bike addresses some of the most basic needs of targeted
consumer segments.
Target Segment Customer Need Corresponding Feature/Benefit
Teenager and • Fast enough and • Speed limitation: ~35 km/h.
young adult having a last- • Vievélo can reach a maximum of
(13-25 years old) long battery to 100 kilometers per charge.
travel to school • Vievélo has 2 colors: white and
or go around in rough black. Its design is inspired
the city. by a typical touring bike, so it
• Having a stylish looks energetic and appropriate for
and modern teenagers.
design.
Worker/ Adult in • Compact, • Dimensions: 170 x 80 x 106 (cm),
general minimal design. weight ~18 kg.
• Medium price. • Price: 19.600.000 VNĐ
• Made from • Made from stainless steel alloys.
durable material. • Vievélo can be bought in stores in
• Convenient to both Ho Chi Minh City and Ha
purchase. Noi. Moreover, buyers can easily
purchase through their website and
Tiki. They also have preferential
installment policies.
Woman • Have storage • Premium tanned leather bag which
places. has a battery pack and power pack.
• Assist devices • System to automatically stop the
should be engine when problems happen.
organized. • They have a post on their blog and
• Safety a video on Youtube to guide users
• Easy to assembling the bike.
assemble • Strict and separate warranty for
• Long warranty each part of the e-bike.

2.2. Strengths, Weaknesses, Opportunities, and Threat Analysis

In our marketing plan, we use the S.W.O.T metric to analyze a business's competitive
situation and build strategic planning

6
 Strengths
S1: Products have advanced technology –It contains a safety mode for users and
automatically stops charging when the battery is full. Assembly technology comes
from Germany, which gives out a higher quality.
S2: Superior index - Speed limit can reach out 35 km/h, which is higher than a typical
e-bike in the Vietnam market; the maximum distance per charge is 100 km.

Weaknesses
W1: Lack of brand awareness - Vievélo is little known and mentioned on social media
about e-bike brands in the Vietnam market.
W2: Few distributors – It does not have many existing distributors which cannot help
the Vievélo electric bike to cover the marketplace along with some new distributors.
W3: High price – When compared to other e-bike brands like Asama, HT, Vievélo has
a much higher price (due to having advanced technology from Germany and trendy
design)
Opportunities
O1: The demand for an electric bike is growing rapidly.
O2: Vietnamese people tend to be loyal to domestic brands.
O3: The Vietnamese government is facilitating the development of green transport for
major cities in the country.
Threats
T1: Mature market in Vietnam – There are a variety of local or Japanese e-bike brands
who entered this market before us for a while.
T2: COVID-19 and Government directives about quarantines and lockdown – This
may result in a decrease in the number of units sold during this period due to a lack of
demand

2.3. Competitors
2.4. Product offerings
2.5. Distribution

7
 CHAPTER 3: MARKETING STRATEGY
3.1. Our Misson
“VBROS E-bike: Eco-friendly solutions for urban mobility”
3.2. Marketing Objectives:
• Strengthen Vievélo’s brand value concerning customer service and after-sales
services.
• Increase customer volumes and their awareness of the Vievélo e-bike.
• Ultimately, increase sales volumes and increase profits.
For more specific, our first-year objective is to raise awareness and gain about 5% market
share in Vietnam through a unit sales volume of 100.
The second-year objective is to implement the backup plan (if needed) and to launch 2
new versions of Vievélo (different colors).
3.3. Target Market
3.3.1. Market Segment Selection:
Vievélo’s strategy is based on a positioning of product differentiation.
Our primary consumer target for the Vievélo is middle-to-upper-income professionals in
large urban areas in Vietnam such as Ho Chi Minh City, Ha Noi, and Da Nang. Vievélo
e-bikes are made to meet the needs of those who tend to live healthy, active, efficient,
and emotionally balanced when using vehicles to move on the street. Those consumers
are between the age demographic from 25 to 45 years old.
3.3.2. Market Demand:
Based on actual needs of Vietnamese consumers today:
• Safe and convenient means of vehicles which suit daily mobility needs
• Following the trend of minimalist living for all subjects and all genders
• Green and sustainable lifestyles for the environment thanks to energy-
saving function and eco-friendly engine.
3.3.3. Target Customer Market:
Geographic: Those who live in large urban areas such as Ho Chi Minh City, Ha Noi, and
Da Nang.
Demographic:
• Age: 25-45
• Gender: All genders
• Occupation: Office workers, freelancers
8
 • Income: middle-to-upper income
Psychographic:
• Minimalist
• Green lovers
• Dynamic
• Healthy lifestyle
3.3.4. Audience profile
Name: Truong Khanh Linh
Age: 26
Occupation: Businesswoman
Income: 30,000,000 VND/ month
Interests:
• Planting trees
• Participating in social activities
• Outdoor gymnastics and activities
Description: Khanh Linh is a businesswoman and a green lover. She possesses an open-
minded, creative mind, an ego that aspires to contribute, and is especially agile, interested
in social issues, especially the environment. For Helly’s core value, sustainability is not
just a movement but a lifestyle that needs to be shaped, pursued, and spread. She is the
representative of the "minimalist sustainable" lifestyle.
Pain points:
Her workplace is far from home, so she is afraid to ride a bicycle for a long distance to
work.
And riding a motorbike is not friendly to the environment.
Core need:
Find a vehicle that can reduce CO2 emissions compared to a regular motorbike. At the
same time, that means of transport must be compact, delicate, and capable of frequent
long-distance travel.
Preffered brand: Vinfast Klara.
3.4. Positioning
Currently, on the market, electric power-assisted bicycles are mainly imported from
Japan or China with products of famous brands such as Panasonic, Honda, Yamaha,
Piaggio...
9
Vievélo is proud to be the first domestic electric-powered vehicle manufactured and
assembled in Vietnam.
Vievélo's electric bicycle line is aimed at all customers who love a minimalist, active and
environmentally friendly lifestyle. Vievélo meets daily travel needs with 3 operating
modes and a journey of up to 100 km per charge.
Here are the results of the analysis with other rivals, based on the perceptual map above:
• Price position: Vievélo has an affordable price with its stylish and delicate
design
• Functionality: Vievélo has a minimalist appearance yet functional e-bike
with 3 operating modes and a travel distance of up to 100 km per charge
•
• Main competitors in Vietnam: WiiBike, HayBike, and Giant Expedition.
High price

Stylish Functional

Low price

Graph 3.4: Vievélo’s position in Vietnam E-bike Market

3.5. Strategies
3.5.1. Product
A Human-Electric hybrid bicycle, also known as an e-bike, is a bicycle with an electric
motor used to power the vehicle or to assist with pedaling and use rechargeable batteries.
The human-electric hybrid bicycle may best be described as 'human power augmented' as
in blending human and motor power. Herein lies its uniqueness, utility, and exceptional
10
riding enjoyment. While e-bikes are ridden by cyclists of all ages, on many different rides
and routes, and for different purposes. This is a relatively new kind of bicycle for those of
us who enjoy pedaling.
Vievélo is a domestic eBike manufactured and assembled in Vietnam, similar in
appearance to a regular bicycle. But in fact, Vievélo owns 3 running modes including a
mechanical pedal, electric power pedal, and fully electric. Vievélo is not dependent on
electric energy like electric motorbikes, when the battery runs out, you can still pedal
Vievélo very lightly and glide quickly because of the levels to support the change of
chains and convenient pedaling force.

Image 3.5.1: Vievélo E-bike

Vievélo product of the new generation electric bicycle project of VBROS, to bring
freshness and promote sustainable values of the community. The model is fashionable
and convenient, suitable for all people who love a minimalist, active, and
environmentally friendly lifestyle. Vievélo meets daily travel needs with 3 operating
modes and a journey of up to 100 km per charge.
• Product information:
Frames Weight: Nearly 18 kg
Front and rear mechanical disc brakes
Color: White & Matte Black
Dimensions: 170 x 80 x 106 (cm)
Material: Stainless steel alloy
Suitable for 155 cm - 200 cm riders’ length
Movement: 40T front disc, 7 speed rear cassette.
11
Engine Battery: 12Ah ion-lithium
Motor power: 250W
Top speed: ~35 km/h
Smart brake system automatically stops the engine
The power system automatically cuts off when fully charged
3-in-1 driving mode, normal pedal, power assist, and fully electric.
Accessories LED lights, standard car horn
Included The instrument cluster displays TFT
Customizable handlebars
Customizable 4-way saddle
Premium tanned leather pouch and battery pack and power pack.
Warranty 12 months for battery
6 months for charger
6 months for engine
6 months for spare parts
5 years for frames.

• 3 operating modes of Vievélo E-bike:

PHYSICAL RIDING: When the power runs out, the e-bike is still light and runs
on the ferry, not dependent on the battery. Those who like coordinated movement
can adjust the cascade, fully control the pedaling power according to their
condition just like a regular bicycle.
ELECTRICAL-ASSISTED RIDING: When you start pedaling, the power assist
sensor will power on to assist with lighter and faster pedaling. This is the most
battery-saving mode and helps to have a longer distance, faster speed, stronger
battery with the ability to operate up to 80-100 km per full charge.
FULLY ELECTRICAL RIDING: This mode helps you climb bridges, climb
slopes with less effort, or when stuck in traffic, walking in the sun can switch the
power button to ride long less sweat.

12
3.5.2. Price
The price of our product will be 19,600,000 VND. At the launch of the product, there will
be no discount, this will help out to maintain and preserve the prestige and value of the
product.
There will be no hidden cost and the net price will be given to ensure it is presentable and
easily understood by the customer. The price of the e-bike is to be set by considering
certain market aspects.
Price: 19,600,000 VND ~ 852$
Fix cost Part
10,000$ ~ 230,000,000 VND Battery
6000$ ~ 138,000,000 VND Frame material
3000$~ 69,000,000 VND Cost of technology and machinery
Total 437,000,000 VND
Variable cost per unit Part
630$ ~ 14,490,000 VND Marketing and Research
Table 35.2: Price list of a Vievélo E-Bike

(Data reference from: )

Certain marketing aspects such as:

• Non-Price Competition: As e-bikes are not e-bike are no longer strange and rare
products in the Vietnamese market. The range of e-bikes ranges from 8,000,000 -
20,000,000 VND. As the Vievélo e-bikes can not only get you to your workplace
it can double as an exercise bike when you get home. So as compared to other
models in the present market, there is no such product serving 19 million VND in
the Vietnamese market.
• Matching with competitor pricing strategy: It also matches the competitor’s price
in the market and provides more benefits at the same price. Matching competitor’s
price gives the advantage to create a remarkable position not only in the market
but also in consumers’ insight. Balancing the price with the competitor’s product
creates a platform to compare the available products in the market and makes even
easier product selection for consumers.
Brands Price Comparison
Giant Expedition 37,500,000 VND Much higher than
Vievélo,
13
 (191,6% of the price of
Vievélo)
WiiBike 13,000,000 VND Lower
(66,3% of the price of
Vievélo)
Vievélo 19,600,000 VND

HayBike 12,500,000 VND Lower

(63,7% of the price of
Vievélo)

3.5.3. Distribution
Distribution refers to how your customer acquires the product. This includes the actual
place it is purchased from the shop, the telephone, the web page, the warehouse as well as
the actual route of distribution. The e-bikes can be sold in
• All FMG motorcycle showrooms: There are about 15 FMG dealers in Vietnam.
• The platforms like expos, trade shows, consumer fairs, and new distributors can be
used for sales. In Vietnam, there are a lot of online dealers contributing to the
major number of sales.
• We also associate with the E-commerce website Tiki. Tiki in consumers’ view is a
platform that has a very strict product censorship policy, Tiki is very trusted by
users. Thereby, a collab with Tiki is an opportunity for Vievélo to position itself as
a high-quality brand.
3.5.4. Marketing Communication
We plan to create a campaign called "Greening mobility" by creating a drawing contest
and composing music related to urban greening. The ambassadors for this campaign are
Helly Tong and Miss H'Hen Niê, two leading celebrities representing sustainable
lifestyles in Vietnam today. At the same time, 10% of the profits generated through the
sale of e-bikes in the campaign will be contributed to the Economic, Environmental, and
Community development fund of First Move Group.
3.5.4.1. Advertising
• Vievélo can install various billboards in anticipation of its store in Ho Chi
Minh city and Ha Noi within the near vicinity of the location of the retail store.
• Other advertising means would be to produce TVCs or a television ad, as
well as a radio advertisement to have a greater reach to increase awareness in the
market.
14
3.5.4.2. Sales Promotion
• 30% discount for each Vievélo e-bike for the first 100 customers when pre-
ordering during the program period.
• Get a promotional voucher for 50% of POC helmets included when buying
Vievélo e-bikes during the program period.
• Below-the-line strategies such as flyers and posters would also be
circulated in select areas in both Ho Chi Minh and Hanoi to promote the brand.
3.5.4.3. Public Relations and Publicity
• Vievélo could hold a general press conference before launching its
campaign for media coverage. Press kits could be included as well.
• Another strategy would be partnering with various businesses by having
articles published in clients’ trade journals.
3.5.4.4. Online and Social Media Marketing
• Search engine advertising would be implemented to increase the search
ranking of Vievélo. Some examples of keywords to be purchased are green
vehicles, sustainable mobility, healthy and dynamic lifestyle, sustainability in
urban.
• Green celebrities, bloggers, and social media influencers should be tapped
to create content and share content as well with the Vietnamese public.
• Media support articles from environmental NGOs.
3.6. Marketing Mix
Below is our product life-cycle growth stage. We believe Vievélo can last longer in
practice. However, in a basic way, we estimate the life-cycle in 15 months, from January
2022 to March 2023.

Graph 3.6: Vievélo product life-cycle growth stage

15
 • Quarter 1, 2022: Product Development Phase - Research, basic marketing
communication, and innovation Vievélo.
Although Vievélo has been debuted in 2021, it didn't live up to our expectations.
Therefore, we decided to use the first quarter of 2022 to re-research the market; retest,
and improve our product.
About marketing communication, to avoid being forgotten by existing customers, which
may lead to elimination from the market, we will launch basic communication articles on
environmental issues or our innovative features of existing Vievélo on our Facebook fan
page, blog, and upload videos on our Youtube channel.
• Quarter 2, 2022: Introduction Phase – Depricing Strategy and Mass Promotion
During the New Introduction phase, we focus on promoting the production of products as
well as some additional products (such as helmets, bicycle protective gear)
We also offer campaigns related to discounts for customers who have pre-ordered or
bought directly first.
In particular, most of the budget in this period is used for communication. We will
organize conferences, fairs as well as increase advertising on road banners, buses, and
magazines.
• Quarter 3 + Quarter 4, 2022: Growth & Mature Phase – Specific campaign
for both product and social channel.
During this period, we will focus on implementing some specific marketing
communication campaigns like hiring Influencers, participating in organizing or
sponsoring some environmental contests, keeping track with our Media Ambassador -
Helly Tong to raise brand awareness as well as contributing to the community's influence
on environmental awareness.
In addition, we also continue to improve the products’ quality and the customer service.
We also give out Vievélo with diverse colors. Vievélo will strengthen relationships with
the e-commerce platform - Tiki.
• Quarter 1, 2023: Decline Phase
We expect that we will stop manufacturing products during this time. But we will post
media articles about user experience in the year 2022. We want to hear feedback from
consumers as well as raise the belief of potential customers through reviews and
feedbacks.
Besides, two scenarios occur during this phase:

16
 Exceeded KPI on the number of products sold in the market => We continue to
research the market in 2023 and give out the announcement of pre-order for the
next quarters.
Not reaching the KPI => We have to deprive all the leftovers to sell all of them.
3.6. Market Research
We are on the path of a global shift in the transition from using gas-powered vehicles to
non-emission electric power from now to 2030. Unfortunately, automobile emissions are
the second-largest contributor to greenhouse gas, especially in developing countries like
Vietnam. Vietnam ranks fourth in Southeast Asia with a culture of using two-wheelers.
Wheels move in urban areas, with an average sale of 3,000,000 vehicles annually.
However, the transition to electric vehicles is still facing problems with charging stations
as well as vehicle performance. E-Bike is the solution to the problems raised, suitable for
road and weather conditions in Vietnam.
This zero CO2 emission mobility is certainly a head-turner that is stolen from the future,
which efficiently converts the human force to the proposed force. This e-bike is a half
bicycle and half motorbike and there is no accelerator like the usual electric bikes. One
needs to pedal to move forward, the quicker we pedal the faster it goes.

17
 CHAPTER 4: FINANCIAL PROJECTION
4.1. Revenue, expense calculation
In total, we have
• Fixed cost: 437,000,000 VND
• Variable cost: 14,490,000 VND per unit
In the first year, we decide to invest 1,7 billion VND for the whole plan (from developing
existing and future products, to cost for advertising and risks).
The reason we choose that number is that:
As can be seen in part 4.2, our break-even point is the volume of sale 86 units, with the
expected revenuesales, is 1.685.600.000. So, in the first year, if follow this marketing
plan, we do not receive any profits until quarter 2/2023. But that’s is the most convenient
plan for both our brand and our budget.
4.2. Break-even analysis
We have:
𝑭𝒊𝒙𝒆𝒅 𝒄𝒐𝒔𝒕
𝑩𝒓𝒆𝒂𝒌 − 𝒆𝒗𝒆𝒏 𝒑𝒐𝒊𝒏𝒕 =
(𝑼𝒏𝒊𝒕 𝒔𝒆𝒍𝒍𝒊𝒏𝒈 𝒑𝒓𝒊𝒄𝒆 − 𝒗𝒂𝒓𝒊𝒂𝒃𝒍𝒆 𝒄𝒐𝒔𝒕 𝒑𝒆𝒓 𝒖𝒏𝒊𝒕)

𝟒𝟑𝟕,𝟎𝟎𝟎,𝟎𝟎𝟎
= (𝟏𝟗,𝟔𝟎𝟎,𝟎𝟎𝟎−𝟏𝟒,𝟒𝟗𝟎,𝟎𝟎𝟎) = 85,51 ~ 86 (unit)

→ Besides researching and developing a new marketing plan for the new version of
Vievélo E-bike for the year 2023, we still follow this plan for the existing version.
→ The profitable point of Vievélo is after selling the 87th unit and it will start at the
beginning of quarter 3, 2023.

18
 CHAPTER 5: IMPLEMENTATION & CONTROL
5.1. Implementation
We're putting in place strict control procedures to keep a close eye on quality and
customer service satisfaction. As a result, we will be able to respond rapidly to any
difficulties that may arise. Monthly sales (by segment and channel) and monthly costs are
two more early warning signals that will be watched for indicators of deviation from the
plan.
The table below will outline specific activities and KPIs for each quarter:
Time Activities KPIs
Market Research
• 1 post per week
• 2 topics about e-bike or
Post articles on Facebook page Vievélo per month
Quarter 1/2022 • 2 topics about
environment per month
Upload video on Youtube • 1 video per month
Update news on Vievélo blog • The news needs to be
(Vbros. blog) trend catching

Manufacture products (Vievélo E- • 10 units must be

bike) completed in 1 week.
• Vievélo team must
collab with POC Sport,
Manufacture side products (helmet and
Bell Helmet (because
safety gears)
these brands locate in
Quarter 2/2022
Vietnam)
• Reach 15,000 people.
• Appy for 100 first
Campaign “Sale 10% for customer
customers in Ho Chi
have pre-order or fastest buying”
Minh City, Ha Noi and
through Tiki.

19
 • 40% the number of
VBROS and FMG
Held a conference name partners must confirm
to attend.
“Vievélo – New e-bike for a new
• Successfully invite 4
emission”
magazines: Tuoi Tre,
Lao Dong, Vnexpress,
Kenh 14.
• Digital banner on: Cach
Mang Thang 8 Road;
Nguyen Thi Minh Khai
Advertising on road, bus banners Road, Nam Ki Khoi
Nghia Road.
• Paper banner on 10
buses.
Hiring Influencers:
Hana Giang Anh (sport and healthy
• Hana Giang Anh for 1
Youtube content creator)
Quarter 3+4 entire advertised video.
Hoang Duc (Vietnamese soccer player, • Hoang Duc for 1 TVC
who had just score goal in the recent
game).
Organize and become sponsor for the
contest:
“VieBike – No Shy” • 1500 participants
• Reach 3400 people
(a contest about video creating with
Vievélo ebike
•

5.2. Control
Inspite of being undesirable, when applying a plan in practice, there will always be risks.
The following table outlines our backup plan for some of the possible.
Time Risks Backup plan
Quarter 1/2022
20
Quarter 2/2022 Not reaching KPI

21
22