CHAPTER 1: EXECUTIVE SUMMARY

VinFast là một Công ty khởi nghiệp trong lĩnh vực ô tô và xe máy điện với sự hậu
thuẫn của Vingroup – doanh nghiệp tư nhân lớn nhất Việt Nam. Sự ra đời của VinFast
thể hiện khát vọng xây dựng một thương hiệu Việt Nam có tầm thế giới, khẳng định
khả năng làm chủ các công nghệ hiện đại của người Việt. Thông qua lĩnh vực sản xuất
ô tô, xe máy điện - một trong những ngành công nghiệp mang tính dẫn dắt, Vingroup
mong muốn tham gia góp phần thúc đẩy sự phát triển của ngành công nghiệp nặng và
chế tạo tại Việt Nam, góp phần thực hiện công nghiệp hóa, hiện đại hóa đất nước.
Ngay từ lúc khởi đầu, mục tiêu của chúng tôi là tạo ra những chiếc xe đẳng cấp thế
giới, mang bản sắc Việt Nam.

Với các giá trị, tầm nhìn và sứ mệnh cao xa của mình , VinFast đang dần trở thành
doanh nghiệp ô tô - xe máy điện lớn tại Việt Nam, trong khi thị trường này ở Việt
Nam rất khắc nghiệt và nhiều đối thủ cạnh tranh. Ngoài ra các yếu tố môi trường,
nguyên vật liệu, nhà nước cũng là các yếu tố cần phải xem xét kỹ.

Với ngân sách đề xuất, chúng tôi hy vọng rằng các bạn phần nào hiểu được những
mục tiêu cũng như hành động sắp tới chúng tôi sẽ làm. Khách hàng mục tiêu chúng tôi
muốn hướng tới là tất cả người dân đô thị có độ tuổi từ 12-45. Và có nhu cầu di
chuyển thường xuyên. Đặc biệt là ở nhóm khách hàng có xu hướng dễ thích nghi với
các công nghệ hiện đại Và các xu hướng tiêu dùng xanh, thân thiện với môi trường.

Với các chiến lược Marketing đề xuất, chúng tôi tin rằng VinFast sẽ còn phát triển
mạnh mẽ hơn nữa trong trương lai.

VinFast is a start-up company in the field of electric cars and motorbikes with the
backing of Vingroup - the largest private enterprise in Vietnam. The birth of VinFast
demonstrates the desire to build a world-class Vietnamese brand, affirming the
Vietnamese people's ability to master modern technologies. Through the field of
automobile and electric motorcycle production - one of the leading industries,
Vingroup wishes to participate in promoting the development of heavy industry and
manufacturing in Vietnam, contributing to carry out industrialization and
modernization of the country. From the very beginning, our goal was to create world-
class cars with Vietnamese identity.

With its lofty values, vision and mission, VinFast is gradually becoming a large
electric motorcycle - automobile enterprise in Vietnam, while this market in Vietnam
is very harsh and has many competitors. . In addition, environmental factors,
materials, and the state are also factors that need to be carefully considered.

With the proposed budget, we hope that you somewhat understand the goals and
actions we will take in the future. Our target customers are all urban people aged 12-
45. And I need to move often. Especially in the group of customers who tend to easily
adapt to modern technologies and green and environmentally friendly consumption
trends.

With the proposed marketing strategies, we believe that VinFast will develop even
more strongly in the future.

CHAPTER 2:CURRENT MARKETING SITUATION

Enterprise introduction

VinFast is a start-up company in the automotive field with the backing of

VINGROUP - the largest private enterprise in Vietnam. Right from the start, the
brand's goal is to be able to create world-class products with Vietnamese identity.

VinFast Manufacturing and Trading Company Limited (VinFast LLC) was

established in June 2017. On September 2, 2017, the car production complex project
in Dinh Vu - Cat Hai economic zone was started by VinGroup.

This is considered the first automobile brand in Vietnam, belonging to VinFast

Manufacturing and Trading Company Limited (VinFast LLC). The company is a
member of VinGroup created by billionaire Pham Nhat Vuong.

The car factory complex with an area of 335 hectares is located in Dinh Vu industrial
zone, Cat Hai, Hai Phong. After just over 1 year of starting construction, the factory
complex has been formed, most of the factories have been completed and are
assembling production lines.

The factory complex will include: operator, when manufacturing electric motorcycles,
ancillary industrial park, training center, R&D research and development institute.
The factory produces electric cars and motorbikes with a designed capacity of 38
vehicles/hour. In phase 1, the factory will produce 250,000 cars a year and 500,000
electric motorbikes a year.

At VinFast, there is a 50,000 m2 engine factory. This area is where the BMW N20
engine is manufactured, equipped on Lux A2.0 and Lux SA2.0. In addition, the
factory complex also has an auxiliary workshop and an auxiliary industrial park for its
partners.

2.1. Market summary

Compared to other countries in Asia such as Taiwan, China or Japan, the electric
vehicle industry in Vietnam appeared late in 2010. Accordingly, our country's
economy is gradually recovering after the crisis. People began to approach new
technologies, especially for the first time with the concept of "electric motorcycles."
The first generation of electric motorcycles appeared, such as: Mitsubishi i MIEV,
Nissan Leaf. In terms of transportation in Vietnam, electric motorbikes are a popular
means of transport in urban areas.
The Vietnamese motorcycle market is shifting towards electrification while the sales
of motorcycles using traditional internal combustion engines (ICE) are gradually
saturated, making it difficult to reach the same sales volume as before. On the other
hand, electric motorcycles are partly capturing a certain market share in 2021.
According to the announcement of the Vietnam Association of Motorcycle
Manufacturers (VAMM), the total sales of 5 members (Honda, Yamaha, Suzuki) ,
SYM and Piaggio) in the first quarter of 2021 only reached 701,454 vehicles, down
10.6% compared to the previous quarter and down 4.05% over the same period in
2020. Meanwhile, Motorcycles Data's statistics - a combination of both traditional
motorbikes and electric vehicles - showing that motorcycle sales in the first quarter
reached 777,638 units. Thus, electric motorbikes accounted for 9.8% of sales in the
first quarter.

Vietnam's electric motorcycle market is dominated by VinFast with strong growth, the
total number of showrooms, agents and service workshops is spread across all 3
regions of the country with 182 showrooms combined with Vin3S experience centers
at 30 locations. VinFast province shows the effort to block the fence that has existed
for many years with an ecological system on an unprecedented scale. Through the
strategies implemented, VinFast is facing the opportunity to lead in the electric
motorcycle market share in Vietnam.

2.2. SWOT AND ISSUE ANALYSIS

S W
- Sleek design, wide range of colors,
features clearly stated on websites and
in manuals increase reliability and ease
of use by users.
- Belonging to a long-term consumer
product, the company focuses on
durability and has battery exchange
programs to increase the life of the
vehicle to help it operate better.
- Limited time and distance running.
- The repair and replacement of spare
parts is difficult, there are very few
electric motorbike repair shops.
- It is water resistant but the time is still
not high.
- Long charging time.

- Environmentally friendly: Moving at

fast speed, ensuring safety, powered by
an electric motor to help reduce
emissions to the surrounding
environment.

- Focus on expanding the width and

investing in developing the length.

- Combines all 3 elements "sustainable

- smart - ecological".

O T
 - Vehicles using clean energy to replace - Because electric motorbikes have just
internal combustion engines are a been introduced to the market in recent
global trend. years, it is difficult to change the concept
and consumption habits of Vietnamese
- Foreseeing the future of the world, customers about electric motorbikes.
changing user habits.
- The price is high and the size is on par
- In the near future, Vinfast will open with traditional scooter models.
and operate 30,000 - 50,000 battery
charging and rental stations nationwide. - Besides the competition from
This is a great opportunity for the traditional motorbikes, Klara 2022 also
electric motorcycle industry in general has to face cheap electric motorbikes in
and Vinfast in particular because the market.
currently there is no electric motorcycle
company in the Vietnamese market that - About new technology. Batteries are
offers charging stations and battery not the only clean technology. In 2015,
rental. Honda tested hydrogen technology on
taxi models in preparation for the Tokyo
2020 Olympics. Hydrogen fuel
technology is considered cleaner than
gasoline engines and batteries, and more
convenient for users. If Honda or
Yamaha apply this technology on scooter
models and distribute them in Vietnam in
the future, those will be no small
challenges for VinFast's electric cars.

2.3. Competition

● Competitors

VinFast is considered a driver of the electric motorcycle market since the first electric
motorbike model VinFast Klara was sold in November 2018. This is a potential
market with a lot of room for development. But not only VinFast sees the potential of
the electric motorbike market in Vietnam. Right after VinFast, a number of foreign
electric motorcycle companies also officially entered Vietnam with the desire to
capture market share when there were few competitors.

In September 2019, Korean electric motorcycle company MBI officially entered the
Vietnamese market. This brand launched 3 different versions: Mbi X, Mbi S and Mbi
V with prices ranging from 39.8 to 59 million VND. The price is much higher than
VinFast Klara. However, according to many people's assessment, MBI not only has an
eye-catching design, lots of technology, very good quality, but also aims at changing
batteries and building an ecosystem with charging stations and battery swapping
systems, which are very convenient. that VinFast is trying to build. Therefore, despite
the high price, this will definitely be a tough opponent of VinFast.

Right after November, another "big" electric car jumped into the Vietnamese market,
Yadea. The Chinese electric car company is known for its largest sales in the world.
And expressed ambition when introducing 3 models from cheap to high-end including
Yadea E3, Ulike and G5 priced from 16-40 million VND. With the hope of competing
with VinFast Klara in the same segment.

● Potential Rivals

VinFast also has to deal with two big rivals, Honda and Yamaha. With a
technological background and long-term manufacturing experience, Honda and
Yamaha easily entered the electric motorcycle game in the Vietnamese market
without any barriers. For many years, Yamaha electric motorcycles have been popular
in the world market. Honda has also successfully built and introduced battery-powered
large displacement sports cars. Therefore, the development of electric motorcycles in
the Vietnamese market is not too big of a problem for these two companies.

2.4. Product Offering

The core product of VinFast Klara electric car is to serve the needs of fast moving,
ensuring safety for customers, especially the product is operated by an electric motor
to help reduce emissions to the surrounding environment. Very suitable for those who
need to travel on not too long distances.

The sleek design, wide range of colors, and features clearly stated on websites and in
manuals increase reliability and ease of use.

Belonging to a long-term consumer product, the automaker pays great attention to

durability and has battery exchange programs to increase the life of the car to help it
operate better.

The features are designed and upgraded in accordance with the usage habits and
physical condition of Vietnamese people, meeting the specific conditions of urban
traffic and Vietnam's climate. In addition, the car has a high-class design, has great
resistance to flooding, as well as high shock resistance on uneven terrain, capable of
connecting to "Smartphone" to perform some control operations. or vehicle
monitoring, positioning (GPS), check the vehicle's moving history, check vehicle
status, anti-theft warning.

Provide backup batteries and take advantage of the spacious trunk for storage. Each
battery can help the car travel an additional 50km at a speed of 40km/h. Therefore,
consumers do not have to worry about running out of batteries along the way.

The scooter on the car is made more solid than in 2021, helping consumers easily
control their speed. In addition, the charging time is shorter, about 4-5 hours on
average, it is fully charged, helping users to be more active in charging the car without
being restricted in the time range of charging in the evening from 7 to 5 hours. 8 hours
like before.

2.5. Service difference

Electric motorbike charging stations cover all 62 provinces and cities nationwide. It
is expected that in 2022, VinFast will deploy more than 3,000 charging stations with
more than 50,000 charging ports for electric motorbikes as well as electric cars. The
showroom system combined with Vin3S experience center, agents and service
workshops of VinFast has officially expanded to 182 locations. With a long-term
methodical investment, Vin3S focuses on 3 main functions: sales, service and support.
Service workshop area, customer support with full modern equipment, consulting and
maintenance according to the highest technical standards of VinFast by skilled
technicians. Customers can replace genuine parts and equipment at the best price.

Table: Battery charging station system of VinFast Klara electric motorbike

Normal charging station Fast charging station Battery rental station

Currently, VinGroup has Fast charging stations are Battery rental stations
arranged a lot of charging arranged by VinFast in are arranged by VinFast
stations, usually in parking public places such as at traffic hubs or city
lots, apartment basements, parking lots, convenience alleys. Battery rental is
VinMart+ convenience stores, etc. Fast charging often chosen by many
stores or at high schools, stations usually have very people when using a car
universities, dormitories,... large charging speeds, just for long trips out of the
These charging stations 20-30 minutes to provide city.
usually work at night, so them. provide enough
you can leave the car at power for the battery of an
the station to charge the electric motorcycle.
car overnight.
- The system of battery exchange stations is widespread in major cities and towns,
customers can search for the nearest battery exchange point through VinFast Escooter
application and Google Map.
- Support test run: Customers can freely experience the product through car launch
events, at showrooms across the country by registering for a test drive on the
company's website.
Warranty policy: Periodically, customers will get vehicle maintenance and brake fluid
change completely free of charge.
- Warranty policy is divided into 2 types: recall program and parts warranty. For the
recall program, customers will be treated free of charge for errors related to the quality
and safety of vehicle products circulating on the market. This program is applicable
even if the vehicle has expired warranty. For the spare parts warranty policy, the
maximum time is 12 months from the time the dealer authorized the customer and 16
months for VinFast cars for the authorized dealer. To receive the warranty policy,
customers must store documents such as repair orders, invoices, etc. To receive
warranty and product maintenance, customers can go to the main authorized electric
motorbike dealers. the firm. Of VinFast company nationwide.
- With a scale spanning 3 regions of North - Central - South to create convenience for
customers and clear warranty policy to increase reliability. For electric vehicles, the
charging station system is very important, but VinFast has built an ecosystem chain
that no other competitor has.
- Promote transportation services, train a team of professional and dedicated
consultants, receive feedback from customers, etc. In addition, quick and transparent
procedures increase reliability with customers . customers and avoid wasting customer
time.

2.6. Distribution

VinFast has 260 distribution locations across the country. These agents or
showrooms must be located on prime geographical locations, meeting the
requirements of being located on major streets, main roads, and arterial traffic routes
of the city. In addition, the geographical location must also be on the list of VinFast's
distribution system development strategy.

In addition, to be granted dealer rights by VinFast, the showroom must have an area of
over 200 square meters and have a facade located on a main road of 10 meters wide or
more.

Here are some typical agents and showrooms in big cities in Vietnam market:

1. VIN3S 129 Ton Duc Thang, Dong Da, Hanoi.

2. VIN3S Ngoc Hoi, Hoang Mai, Hanoi.

3. VinFast Phu My Hung, District 7, City. Ho Chi Minh.

4. VinFast Cong Hoa, Tan Binh District, City. Ho Chi Minh.

5. VIN3S 179 Dien Bien Phu, Thanh Khe, City. Danang.

6. VIN3S Thuy Nguyen, Thuy Nguyen, Hai Phong.

CHAPTER 3: MARKETING STRATEGY

3.1. OBJECTIVES MARKETING.
 ● Accompanying that goal are support policies to create conditions for a large
number of customers to access and experience high-class products at very good
prices compared to other cars in the same segment and contribute to
establishing habits. use zero-emission vehicles.
● Creating world-class products with Vietnamese identity.
● Increasing market penetration and increasing product consumption, dominating
the electric motorcycle market.
● Focusing on expanding the width but also investing in developing the length by
releasing many different versions to cover all segments from mid-end, high-end
to super-premium to diversify choices for consumers..
● The goal is to produce 250,000 electric motorbikes/year in phase 1, increase to
500,000 vehicles in phase 2 and possibly expand to 1 million electric
motorbikes/year..

3.2. TARGET MARKETS.

The main customers that VinFast targets with the arrival of the electric motorbike
Klara 2022 are urban people. All urban residents with frequent need to move (usually
between the ages of 12 and 45) are potential customers of VinFast Klara. Especially in
the young customer group because in this group, they tend to love to explore, are
interested in new technologies, easily adapt to modern technologies and like to lead
the trend. For example, the current trend is green consumption, using eco-friendly
electric motorbikes.

Female customers: attracting all ages because of its light weight, beautiful, youthful
and elegant design.

Male customers: impressed by modern technology.

Income level: Customers with a good income or more.

3.3. POSITIONING

Right from the launch, Vinfast has positioned the electric motorcycle line as a "safe
and smart" car company. Having a firm to build a brand image is to keep the price.
There is a strong company in entertainment technology. However, VinFast chooses a
different direction of "safety - smart". Because, besides the default benefits of electric
motorbikes, "smart" represents competition when many features are enhanced, and
safety is a factor that customers are increasingly interested in as the quality of life
gradually improves. . Before rolling out, VinFast's products have all met international
safety standards.

3.4. STRATEGIES

Product
- The Vinfast Klara 2022 electric car series promises to well serve the needs of fast
moving, ensuring safety for customers, especially the product is operated by an
electric motor to help reduce emissions to the surrounding environment. , very suitable
for those who need to travel on not too long distances.

- In this upgraded version, we have focused on designing beautiful designs, diverse

models and colors, practical technology, smart utilities, powerful engines, more focus
on increasing length size while ensuring the depth for the product. Equipped with
many modern features such as 3G internet connection, GPS navigation, remote
locking and unlocking, synchronizing distance information, driving parameters via
smartphone, finding charging stations, battery rental stations, translation stations
service, report emergency situations via preset phone numbers...

- Faced with the great challenge of environmental pollution as well as the increasing
demand for energy, the appearance of electric motorcycles is like a "green" breeze in
the current vehicle market. Inheriting previous electric motorcycles along with the
desire for world-class quality products, with this upgraded version we have used
modern technologies to help reduce dependence on fossil fuels, reduce greenhouse gas
emissions and save energy to replace gasoline to bring optimal value to serve the
modern lifestyle of customers.

- Operated by an electric motor that receives energy from the battery block located
below the saddle.

Therefore, the operation of the car moving on the roads gives a smoother feeling, does
not bring noise like gasoline cars. It does not consume fuel like fossil fuels, but only
uses electric power, so it does not emit toxic air to the environment.

- The maximum range of 120 to 150km per full charge (latest version - 2022) helps
users not to worry about suddenly running out of power while on the go. This can be
considered as the perfect vehicle for moving in urban environments - either megacity
or urban type 2.

- 5-inch LED screen clock displays the vehicle's basic number. Klara 2022 has the
ability to connect to smartphones to perform some vehicle control or monitoring
operations.

Place

- Widely distributed in showrooms and agents nationwide.

- At the company's website or reputable electronic information sites.

Price

The electric motorcycle models on the market as well as the selling price of Klara in
previous versions are at an average level, customers in the wide segment from low to
high income can choose to buy the model. However, this time, the new Vinfast Klara
2022 line with innovative improvements aimed at urban people with decent incomes
or more, the price is also different from previous versions. If the Klara 2021 series
launches with 2 versions of Vinfast klara lithium-ion battery & lead acid with prices
ranging from 30 to 50 million, the 2022 Klara series will be offered at a price of 60 to
80 million for one.

Promotion

To promote the product, we choose to carry out many large-scale advertising

campaigns. Representative:

- Web advertising for electric motorbikes on Google Adwords: Allows users to create
online advertising campaigns such as ads with videos, images, etc., and ordinary texts
that will be displayed on their mobile phones. customers who have a Google account
registration and bring in a large number of potential customers. Specifically, they
include: Electric motorbike web search campaign, Display electric motorbike web
advertising campaign, Electric motorbike video web advertising campaign, Shopping
electric motorbike web advertising campaign, Web advertising campaign electric
motorbike app, Smart electric motorbike web advertising campaign.

- Advertising products to foreign markets: In developed countries, traditional cars are

gradually being replaced by high-end cars that save raw materials or use clean
materials, typically Tesla. Catching that trend, the company has plans to promote
products to expand to foreign markets instead of only operating in the country.

- Advertising on the homepage of the parent company Vinfast: Currently, Vinfast is a

large corporation in Vietnam, gaining the trust and love of customers and has a large
number of loyal customers as well as a high level of customer satisfaction. High brand
awareness. Based on that reputation, the promotion here will be more known to
customers as well as have higher trust in the product.

3.5. Marketing Mix

● Define communication message

- Fact: The year 2022 will be a new beginning after 2 years of fighting the
Covid epidemic, natural disasters, and unexpected things that happen to
everyone.
- Insight: Young people concentrated in urban areas, especially customers
aged 12-45, have active personalities, love to explore, tend to consume
green, live a green lifestyle, and care about issues. environmental and
health issues.
- Big idea: Leading the trend of vehicle greening.
- Total budget: 57,200,000,000 VND
● Implement a communication plan

The plan consists of 4 quarters:

 Quarter 1: January 1, 2022 - March 31, 2022

The stage of capturing the attention of the target customer by reaching out,
creating curiosity and creating interactions from customers via social media channels.

Execution 01/01/2022 - 31/01/2022

time

Work Use KOLs to post interesting articles, create discussion on social

networks.
● KOLs Son Tung, Miss H'Hen Niê shared stories about the post-
Content Covid-19 trip, responding to the trend of greening transport and
protecting the environment.
● KOLs urge people to share their trips with hashtags (#vinfast,
#klara2022, #phuongtienxanh, #chuyendixanh).

● Reach your target audience.

KPI goals ● 10,000,000 interactions on KOL posts (likes, shares,
comments), 350,000 shares of public stories with hashtags on
Facebook and Instagram.

Budget

Unit price Into money

Sơn Tùng MTP 700.000.000 VNĐ

H’Hen Niê 700.000.000 VNĐ

Social media 5.000.000.000 VNĐ

Content writing 1.000.000.000 VNĐ

Total 7.400.000.000 VNĐ

Launching TVC reminiscing about green trips creates a refreshing spirit, relieves
stress, increases passion to attract the attention of the target public.
Execution 01/02/2022 - 31/03/2022
time

Word Launching TVC advertisement 1 minute 40 seconds advertising Klara

electric motorcycle product 2022.

Content 2 people filmed 2 scenes:

● Student 1 (Bich Phuong): Designing drawings but stuck with
ideas, tired.
● Student 2 (Tuan Tran): Studying Marketing, constant deadline,
had to leave the house from 7am to 23h00 pm to return. Feeling
tired and suffocated because of the city smog.

2 people are bored, and want a trip to relieve stress. They chose the
Klara 2022 electric motorbike as a companion because it is a green
vehicle, protecting the environment.

After the trip to the outskirts of the city, the two seemed to find an
endless source of passion, full of ideas and positive energy to continue
doing their work.

KPI Goals 20,000,000 views after 3 months of release.

Budget

Filming, crew, behind the scenes 5.000.000.000 VNĐ

Student 1 (Bich Phuong) 400.000.000 VNĐ

Student 2 (Tuan Tran) 400.000.000 VNĐ

Advertising on Youtube 2.000.000.000 VNĐ

Total 7.800.000.000 VNĐ

Quarter 2:

Design banners with the slogan "Leading the trend of greening vehicles" and place
outdoor billboards in central areas and showrooms.
 Execution time 01/04/2022 - 30/4/2022

Work Placed in crowded locations of major cities.

KPI Goals Create attention, reach target customers easily.

Budget

Unit price Into money

12 locations 30.000.000.000 VNĐ

Total 30.000.000.000 VNĐ

Funding for environmental protection activities, deducting funds to contribute to

charity programs for children in remote areas who are studious, in flood-prone areas,
poor households, and facing difficulties.

Execution 01/5/2022 - 31/5/2022

time
● Sponsorship in awards for activities with green lifestyle,
Work environmental protection.
● Deduct 5% of the fund to contribute to charity programs for
children in remote areas, studious, flood-prone areas, and poor
households who are facing difficulties.

KPI Goals Build a strong brand image to customers.

Budget 5.000.000.000 VNĐ

Total 5.000.000.000 VNĐ

Implement promotions and cooperation with Pepsico at the end of the year.
 Execution 01/6/2022 - 30/6/2022
time
● Implement the program to reduce the price of Klara electric
Work motorbikes (100 vehicles) in the middle of the year (5%
off/car).
● Cooperating with Pepsico to implement the program "Turn on
the lid to win Klara electric motorbikes 2022". (50 Klara
electric motorbikes).

KPI Goals Connecting brands, boosting consumer buying motivation.

Budget 7.000.000.000 VNĐ

Total 7.000.000.000 VNĐ

3.6. Marketing Research

Using Marketing research, we will identify specific product features and service
differentiation and benefit the value of our target line segment. We take feedback from
market surveys and focus groups to develop Klara 2022 products and reposition the
brand in the market. We also measure and analyze customer attitudes towards
competing brands and products in order to provide the right direction for the company
and effective marketing strategies for the product. Brand awareness research will help
us determine how effective our messages and media are. Finally, we will use customer
satisfaction studies to gauge customer response in the marketplace.

CHAPTER 4: FINANCIALS
Total first-year sales revenue for the Klara 2022 is projected at 8.400 billion VND, with
an average wholesale price of 70 million VND per unit and variable cost per unit of 30
million VND for unit sales volume of 12.000. We forecast the total cost of the first year
to be up to 157 billion VND. Breakeven calculations show that Klara 2022 will be
profitable after sales exceed 2.243 units in the first year of the product. Our breakeven
analysis assumes wholesale sales per unit of 70 million VND/unit, variable costs of 30
million VND/unit, and an estimated first year fixed costs of 157 billion VND. With these
assumptions, the breakeven calculation is:

(70,000,000 X 12.000 +157,000,000,000) / 70,000,000 = 2.243 units

CHAPTER 5: CONTROLS AND IMPLEMENTATION

5.1. Control
Financial control

The most common metrics we use to monitor and evaluate a company's

performance are financial controls. The financial goals that we want for our company
to achieve such as growth, profitability, return for shareholders, then measure whether
the goals are achieved or not. One reason financial metrics are so popular is that they
are so objective. We will observe and compare our competitors by tracking share
market price, return on invested capital, market share or budget. Thereby conducting
the measurement of sales and generating profits. From monitoring the actual sales
market, there are pros and cons, we will have reasonable solutions or suggestions to
solve the problem. Controls are being established to include the implementation and
organization of marketing, we will exercise the controls as clearly and as reasonably
as possible.

Regular interaction and feedback with customers

In order to promote buying behavior, create trust for new customers and make
products highly authentic, we always interact and respond to customer feedback on
service and product quality. . In order to better understand the criteria of our
customers, we often open minigames with creative content for customers to participate
in and create surveys to listen to customers' views and feelings. In addition, in order to
win the hearts of customers, on special occasions such as Tet, Christmas, birthday...,
we will send a sample congratulatory message via phone to customers.

Control method

Test type Main Purpose of testing Method

responsibility

Check Senior and Assess the level of Consumption analysis

the year middle-level achievement of the
plan leadership expected plan Market share analysis
(BOD)
Ratio of revenue to
expenses

Financial analysis

Satisfaction tracking

Check Marketing tester Assess profit and loss Product profitability,

profitabili situation location, customer group,
ty distribution channel and
order size.
 Performa grassroots level Evaluate and improve Performance of sales force,
nce test board. the efficiency and distribution, IMC (QC,
Marketing tester. effectiveness of KM, PR DM,...
marketing costs

Strategy Senior Board of Check the level of Marketing effectiveness

test Directors. exploitation of assessment tool Check
Marketing tester opportunities in marketing books.
market, product,
distribution channel, Analyze excellent
marketing results.

Consider corporate social

responsibility.

5.2. Implementation

We set a KPI in each month of 1.000 cars applied to showrooms nationwide as well as
retail distributors. It is expected that the product will be widely promoted on electronic
websites to increase the number of visitors. Open more showrooms, expand
distribution intermediaries in the first 3 months of the year.

With the goals set out above, we will proceed to establish plans as well as strategies
to achieve the set goals. Financial control and strict monitoring of product quality,
regular interaction and response to customer feedback. This helps us to understand the
situation of the systems nationwide as well as the customer's views on the product.
Understand monthly revenue and expenses.

Nguồn: https://vnexpress.net/co-hoi-nao-cho-xe-may-vinfast-tai-viet-nam-
3835221.html

https://shop.vinfastauto.com/vn_vi/vinfast-bike.html

https://agencyvn.com/chien-luoc-ban-xe-may-dien-vinfast-klara

https://cafeauto.vn/kham-pha/ai-la-nguoi-se-mua-xe-may-dien-vinfast-klara-
24853.html

https://www.studocu.com/vn/document/truong-dai-hoc-tai-chinh-marketing/
marketing-management/nghien-cuu-chien-luoc-san-pham-nganh-xe-may-dien-tai-vn-
vin-fast-klara-va-yadea-g5/20295864?
fbclid=IwAR3GCdeDDDHIFMsIbNwzZKtHTCcpghtlvtjE-
snWdgSVvCTQHkv1ReNvrno

https://tienphong-vn.cdn.ampproject.org/v/s/tienphong.vn/thi-truong-viet-nam-cho-
doi-bung-no-tu-xe-may-dien-post1350838.amp?
amp_js_v=a6&amp_gsa=1&usqp=mq331AQKKAFQArABIIACAw%3D
%3D#aoh=16388992007203&referrer=https%3A%2F
%2Fwww.google.com&amp_tf=T%E1%BB%AB%20%251%24s&ampshare=https
%3A%2F%2Ftienphong.vn%2Fthi-truong-viet-nam-cho-doi-bung-no-tu-xe-may-dien-
post1350838.tpo

https://xedien.com.vn/thi-truong-xe-may-dien-tai-viet-nam-hien-nay-c34n859.html

https://vingroup.net/gioi-thieu/tam-nhin-su-menh-va-gia-tri-cot-loi

https://vinfast-car.com.vn/cong-ty-vinfast-la-gi

Category JAN FEB MAR APR MAY JUN Total

Charity 5 tỷ 5 tỷ
fund

1 tỷ
Youtube 1 tỷ 2 tỷ
Ad

1 tỷ 4
KOL 1 tỷ 4

Actor 400 triệu 400 triệu 800 triệu

Distributi 30 tỷ 30 tỷ
on
 350 triệu
Discount 350 triệu

2,5 tỷ
Filming, 2,5 tỷ 5 tỷ
crew,
behind
the scenes

Cooperati 6 tỷ 650 6 tỷ 650

on with
Pepsi

Social 5 tỷ 5 tỷ
media

Content 1 tỷ 1 tỷ
writing

Total 7 tỷ 4 3 tỷ 9 3 tỷ 9 30 tỷ 5 tỷ 7 tỷ 57.200.000.000

Month JAN FEB MAR APR MAY JUN Total

Turnover 50 tỷ 70 tỷ 80 tỷ 60 tỷ 70 tỷ 90 tỷ 420 tỷ

Cost 7 tỷ 4 3 tỷ 9 3 tỷ 9 30 tỷ 5 tỷ 7 tỷ 57 tỷ 2

Profit 42 tỷ 600 66 tỷ 100 76 tỷ 100 30 tỷ 65 tỷ 83 tỷ 362 tỷ 800

triệu