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Change Management

Change Management (Đại học Hoa Sen)

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FACULTY OF ECONOMICS AND MANAGEMENT

HUMAN RESOURCE MANAGEMENT

CHANGE MANAGEMENT

CHANGI
NG
STRATE
GY OF
LECTURER: BUI THI VAN QUYNH
CLASS: 1101
VIETTE
Group 3:
1. Le Nhat An - 2162113
L
2. Phan Chung Huy - 2195045
3.
4.
GROUP
Nguyen Thi Phuong Linh - 2171400
Bui Truong Thao Nguyen - 2193373
5. Nguyen Bui Thuy Trang - 2199442

08/2022

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ABSTRACT
No matter how well businesses have done before, if they are not willing to change and
destroy old successes to create new values, they will be left behind and out of the race
for development. To survive and succeed every organization needs to adapt and adjust
to become stronger. That's why change management should be a top priority for
businesses. To better understand the importance of change and its impact on a
business, here's an analysis of Viettel’s strategic change and that’s a successful step.
Viettel wants to assert that they are always the best option in Viet Nam.

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INTRODUCTIONS
Objectives of the project.
 Clarifying Viettel changing strategy
 Learn the importance of change
 Proposing a suitable change for Viettel at the moment

Allocate work
STT Full Name Work done
1 Presentation, PPT,
Nguyen Thi Phuong Linh
Report Editing.
2 Presentation,
Le Nhat An
Find information.
3 Presentation,
Phan Chung Huy
Find information.
4 Presentation,
Nguyen Bui Thuy Trang
Find information.
5 Presentation,
Bui Truong Thao Nguyen
Find information.

TABLE OF CONTENTS
ABSTRACT..................................................................................................................i

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INTRODUCTIONS....................................................................................................ii
Objectives of the project.........................................................................................ii
Allocate work...........................................................................................................ii
TABLE OF CONTENTS...........................................................................................iii
1. INTRODUCE ABOUT VIETTEL GROUP.......................................................1
1.1. General introduction....................................................................................1
1.1.1. History of formation and development....................................................1
1.1.2. Area of business activities.......................................................................4
1.2. Introduce about 3 “heros” of Viettel...........................................................5
1.2.1. Viettel under Mr. Hoang Anh Xuan (2009-2014).....................................5
1.2.2. Viettel under Mr. Nguyen Manh Hung (2014-2018)................................5
1.2.3. Viettel under Mr. Le Dang Dung (2019-present).....................................6
2. THE CHANGE STRATEGY OF “REBRANDING VIETTEL”.....................7
3. REPOSITIONING OF VIETTEL......................................................................9
3.1. Viettel changing strides..............................................................................10
3.2. Core changes in the Brand Repositioning of Viettel.................................11
3.3. For Viettel internals, this Brand Repositioning brings a big change......12
3.4. The successes that " Brand Repositioning " brings to Viettel.................13
3.5. Difficulties in Brand Repositioning...........................................................14
3.6. Viettel's competitors...................................................................................14
RECOMMENDATIONS..........................................................................................15
CONCLUSION.........................................................................................................16
REFERENCES..........................................................................................................18

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1. INTRODUCE ABOUT VIETTEL GROUP.

1.1. General introduction.

- Viettel Group - the leading telecommunications enterprise in Vietnam.

- Viettel's full name is the Military Industry and Telecommunications Group of
Vietnam.
- Established on June 1, 1989 and headquartered at Lot D26, Ton That Thuyet
Street, Yen Hoa Ward, Cau Giay District, Hanoi, by Mr. Le Dang Dung as
Chairman and CEO.
- This is the telecommunications enterprise with the largest number of customers
nationwide.
- Viettel is a telecommunications service provider with business operations
spanning 13 countries from Asia, America to Africa with a market size of 270
million people.

1.1.1. History of formation and development

 Phase 1.0 (1989-1999): the company hires, builds and installs tall masts for
telecommunications companies and television stations.
- On June 1, 1989, the Information Equipment Electronics Corporation
(SIGELCO) was established - the forerunner of the Military
Telecommunications Group (Viettel).

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- During the initial period of operation, SIGELCO had about 40 employees,

mostly soldiers from units of the Army Communications.
- During the first 5 years, Viettel worked as a hired worker for the General
Department of Posts (the predecessor of VNPT).
- In 1995, the company was just granted a license to trade in
telecommunications services, but it is also an enterprise licensed to provide
a full range of telecommunications services in Vietnam.
- 4 years later, Viettel again created a new miracle: Completed the 1A fiber
optic backbone with a length of 2000km north-south.

 Phase 2.0 (2000-2010): the largest telecommunications company in Vietnam.

- From Sigelco - Viettel 1.0 is a construction and installation company,
Viettel has stepped into the 2.0 phase in the period 2000-2010, becoming
the largest telecommunications company in Vietnam despite starting from
the 4th position. Viettel's spectacular comeback is still considered as a
miracle making a revolution in Vietnam's telecommunications industry.
- The military operator broke the monopoly and turned telecommunications
services from luxury into a commodity.
- After that revolution, there was a great change in people's lives and
Vietnam's economy thanks to easy and low-cost access to knowledge and
information connection.

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 Phase 3.0 (2010-2018): Vietnam's No. 1 high-tech corporation enters the field
of manufacturing and research, begins to invest abroad, and brings mobile
services to people in all countries. that Viettel invests.

 Phase 4.0 (2018-present): creating a digital society in Vietnam.

- Viettel has built a strong infrastructure in 4G telecommunications
technology and is currently a pioneer in 5G technology.
- To create an even stronger foundation for intelligent, deep connectivity in
the world of internet of things, paving the way for Vietnam's outstanding
development in technology and all other fields.

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1.1.2. Area of business activities.

- Most people come to Viettel in the telecommunications segment, but few
know that besides, the business has many other business fields.
- Below are the current business areas of Viettel:
 Provide telecommunications, IT, radio and television multimedia
products and services.
 Information and communication activities.
 E-commerce, postal and delivery activities.
 Providing financial services, payment services, payment intermediaries,
currency intermediaries.
 Management consulting, survey, design, investment project.
 Construction and operation of works, equipment and infrastructure of
telecommunications, IT, and television networks.
 Research, develop, and trade in military technical equipment and
support tools for national defense and security.
 Trading in dual-use goods.
 Sport.

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1.2. Introduce about 3 “heros” of Viettel.

1.2.1. Viettel under Mr. Hoang Anh Xuan (2009-2014)
- Viettel was established in 1989, at first just a small business under the
Ministry of Defense. Under the leadership of Mr. Hoang Anh Xuan, Viettel
is currently one of the largest economic groups in the country. Mr. Xuan is
said to be a tough-minded man who runs Viettel with an "iron hand". Give
timely instructions, dare to go against the crowd, have a vision. far and
carefully. Under his management, Viettel has risen to the number 1 position
in terms of mobile card sim points.
- With a decisive leadership style, defining a clear strategy, has led Viettel to
develop in the right direction, creating a good and different business
environment from competitors.

Trung tướng Hoàng Anh Xuân.

1.2.2. Viettel under Mr. Nguyen Manh Hung (2014-2018)

- In 2000, Mr. Nguyen Manh Hung was appointed as Deputy Director of
Military Telecommunications Company.
- In 2014, he was appointed and held the position of General Director of
Viettel instead of Mr. Hoang Anh Xuan.
- He is well-known for his bold plans that are likened by the media as "Soul"
or "Chief Architect" for Viettel's business projects.

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- Given the strategies and foresight leading to Viettel's success, maintaining

the position of the leading telecommunications service in Vietnam to the
present is Mr. Nguyen Manh Hung.
- He chose the democratic leadership style. Mr. Nguyen Manh Hung always
offers a form of motivation and encouragement to employees and offers a
policy to train all employees so that everyone can work well together and
bond with each other.
- He gives staff the freedom to give opinions and counter opinions if they are
not satisfied. Always create a comfortable, dynamic and creative working
environment.
- Thanks to a team of reliable, professional and energetic staff, Viettel has
become a subscriber trusted and used by many users during this period.

Thiếu tướng Nguyễn Mạnh Hùng.

1.2.3. Viettel under Mr. Le Dang Dung (2019-present)

- Mr. Dung is a man who dares to change and dare to break through. He
empowered, authorized all levels, comprehensively assessed productivity,
quality and efficiency, always trained and fostered human resources and
created Viettel's breakthrough and success with the set goals.
- The transformation from a telecommunications service provider to a digital
service provider. The repositioning helps Viettel's brand match with new
strategies and visions such as renewing slogans and brand logos.

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- During his time running Viettel Group, Mr. Le Dang Dung always focused
on implementing Viettel's 3 core strategies: domestic telecommunications,
foreign telecommunications and equipment research and production.
Thanks to him, Viettel's international investment field has recorded many
records. With a revenue of 1.25 billion USD, Viettel continues to become
the only company in Vietnam with revenue from foreign investment
exceeding the threshold of billion USD in revenue.

Thiếu tướng Lê Đăng Dũng.

2. THE CHANGE STRATEGY OF “REBRANDING VIETTEL”.

- Viettel Military Industry and Telecommunications Group has officially changed
its logo and new slogan.
- Viettel with the familiar green logo has entered the minds of Vietnamese users
in recent years. However, this attribute will disappear completely when
Telecommunications Group officially changes its brand positioning, logo, and
slogan in the near future.
- After completing the implementation of the "Universalization of embassy
services" in Vietnam from 2018, Viettel announced a new "Pioneer to create

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digital society" and made the transition from a telecom service provider.
communication has sung a service provider number.
- Fptshop.com.vn reset Viettel is not a house providing telecommunications
services.
- Main red logo and slogan "Your way - Your way"

- Next to the logo, Viettel also changed the slogan "a little" of the Group. Built
with a structural opening, the new slogan "Your Way" and the English version
is "Your Way" helps Viettel convey the message that encourages each person to
be creative and able to embody and create together good value more than for
life.
- New Slogan can also show an open announcement for many new Viettel
service numbers, not just an announcement like the previous slogan "Speak
your way - Speak your way".
- Comparing the new and old logo, you can see a series of big changes and each
detail has its own signifying meaning:
 The main color from blue - white to red - black - white: represents capacity,
youth, the color of initiative and is also the color of the country's flag.
 Fonts from uppercase to lowercase: show openness, friendliness,
willingness to listen, and willingness to cooperate.
 2 apostrophes in the old logo turned into the iconic message: modernize,
take a digital look, and transform into a digital service provider.

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- It can be understood that in the past, what customers wanted Viettel to serve,
they needed to say it, but now, customers don't need to say anymore, but Viettel
still understands and serves immediately.
- In the 4.0 era, we need to understand customers to such an extent and
technology 4.0 has allowed us to do that.
- Or simply put, before, Viettel served and took care of customers as separate
individuals but did it manually, now it will be high technology, automation with
AI, Big Data and Robotics. It also represents Viettel's transformation into a
digital service provider.
- In addition, Viettel's spirit of solidarity and closeness to the flesh and blood
both internally as well as social responsibility is still reflected in the two letters
"t" written side by side in the logo design.

 Repositioning the brand, Viettel once again decided to strengthen its

commitment, change the depth of mind and action to pioneer the creation of a
digital society.

3. REPOSITIONING OF VIETTEL.
- In the world, usually about 10-15 years, businesses will renew their brands
once, even in many cases the name changes. Samsung, for example, started as a
company selling rice noodles, so the company's name was originally Tam Tinh,
meaning three stars. Their logo is a rice tree and three horizontal lines represent
the noodles.

Image: Logo Samsung 1937

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- The first time Viettel rebranded was in 2004, when Viettel determined the path
to mastery, becoming a real telecommunications infrastructure operator, having
its own infrastructure, own customers, and business philosophy. its own
business.

- The Viettel brand has a history of 16 years, renewing itself in 2020 is necessary
for businesses. This is the second time Viettel has actively repositioned to show
its determination to transform from a telecommunications service provider into
a digital service provider.

3.1. Viettel changing strides

- The most important spirit and core values of Viettel are still preserved and
maintained throughout the past, present and future. Repositioning the brand,
the two values of Caring & Innovative are still completely consistent with
Viettel's mission and strategy and the expectations of the new generation of
customers. However, Viettel adds the value of Passionate - Desire to strongly
promote the brand's energy and youth; represents a brand that is always
innovative and creative, looking to a future that reaches beyond the present. All
three values are crystallized by Viettel in one word that represents the brand
philosophy of "Diversity" - Resonance makes a difference.
- The spirit of respecting people, serving as separate individuals of Viettel.
Previously, Viettel showed that by stylizing two quotes with two quotes in the
shape of the logo and the very famous slogan: " Say it your way". Currently,
that spirit is expressed by a dialogue frame on the digital environment, stylized
on the dot of the letter "i". The slogan is shortened to: "Your way".
- Previously, customers wanted Viettel to serve what they needed to say, but now
Viettel understands and serves immediately. Simply put, in the past, Viettel
served and took care of customers as separate individuals but made them
manually, now it will be high technology, automation with AI, Big Data and
Robotics because of technology 4.0. allowed to do so.

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- In addition, Viettel's spirit of solidarity and closeness to the flesh and blood
both internally as well as social responsibility is still reflected in the two letters
"t" written side by side in the logo design.

3.2. Core changes in the Brand Repositioning of Viettel.

- The most important change is that Viettel insists that, in the digital age, Viettel
will not go alone. Viettel pioneered the creation of a digital society by building
the most fundamental, fundamental and fundamental things.
- As for creating on it, applying technology on it to solve life's problems, many
people are needed.
- In the new era of Viettel, Viettel is more open and cooperative. That is also the
reason that the shape of the logo is simplified. The word Viettel is written in
lowercase to show closeness and youthfulness. Red represents youth, full of
desire, passion and dynamism.

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3.3. For Viettel internals, this Brand Repositioning brings a big change
- From a reliable, solid but less dynamic brand to being proactive and decisive
from within. This is consistent with the important change of the consumer
market as the younger generation plays an increasingly important role.

- Absolute change from a traditional telecommunications service provider to a

digital service provider. Viettel emphasized the word "absolute change" to
affirm the determination and responsible commitment of every Viettel person in
changing completely to a new industry, not a telecommunications operator and
adding digital services.
- However, it must also be remembered that telecommunications infrastructure is
still a fundamental and important foundation for digital service delivery.
Therefore, Viettel will continue to invest strongly, constantly updating
technology and coverage for this infrastructure.
- Each Viettel person is a brand ambassador, each person will contribute to create
Viettel brand in their own way, thereby resonating the different values of

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individuals to create a powerful collective, continue to follow pursue creative

mission for people in the digital era.
- Therefore, the creative Viettel employees will be more creative, know how to
love, share, and care more; more desire and passionate for the goal of building
a digital society in Vietnam.

3.4. The successes that " Brand Repositioning " brings to Viettel

- Unlike the time when the brand was repositioned for the first time nearly 20
years ago, when it decided to reposition for the second time, the Viettel brand
was valued at $5.8 billion by Brand Finance, the highest in history - ranked No.
1 in Vietnam and No. 1 in Southeast Asia in telecommunications.
- By the end of 2020, Viettel has formed six key areas to create a digital society,
including Digital infrastructure; Digital solutions; Digital content; Digital
Finance; Cybersecurity, and High-tech Industrial Production Research. In all
these 6 areas, Viettel has really formed the strategy, operating apparatus, and
actual products and services to provide to society.

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- Unlike in the first repositioning, Viettel has had practical tests in foreign
markets, with subsidiary brands.
- After branding Viettel in Vietnam, the group has carried out similar projects in
10 other international markets: Cambodia, Laos, East Timor, Myanmar, Haiti,
Peru, Burundi, Tanzania, Mozambique, and Cameroon. The experience of
making a brand in 11 countries and many foreign consulting firms also makes
Viettel much more sophisticated and seasoned than it was nearly 20 years ago.

3.5. Difficulties in Brand Repositioning

- Difficult problems about application branding on the Internet environment.
Therefore, Viettel needs to change the recognition effect to better match the
algebra.
- Viettel still has to do a lot of work in the context of global competition in the
Americas and Africa markets. In the country, the competition is also very
fierce, spread evenly in telecommunications services, digital services, and high-
tech industry ... All require innovation.
- Customers are seeing Viettel's image as a kind, reliable, steady but less active
middle-aged man.

3.6. Viettel's competitors

- In connecting to fiber optic Internet, Viettel's main competitors are FPT and
VNPT. All three are active in the race in terms of speed, tariff, bandwidth, and
digital transformation… to attract customers and increase market share.

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- Regarding the market, Viettel also has many new markets that are very capable
such as Laos, Cambodia or Africa. This is where Viettel should book rooms
with hidden rivals.

4. RECOMMENDATIONS.
- Viettel has had a spectacular change after more than 10 years, since 2018,
Viettel has declared a new mission of "pioneering the creation of a digital
society" and making the transition from a telecommunications service provider
to a digital service provider.
- By 2020, Viettel has formed six key foundations of a digital society, including:
digital infrastructure, digital solutions, digital finance, digital content,
cybersecurity and high-tech industrial production research. The repositioning to
help Viettel brand match with the new strategy and vision has been declared
and implemented in practice, affirming that Viettel is not just a mere
telecommunications service provider.
- It can be said that this is a big change of Viettel, in order to avoid errors and be
proactive in responding to changes, Viettel should apply Balogun and Hope

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Hailey model (2008) to classify the change. Change to outline the extent of the
change needed and the nature (or speed) at which the change will be achieved.
Thereby helping us to draw up a plan to take the initiative in the process of
change.

- Balogun and Hope Hailey model help managers realize the complexity of the
change process, requiring change strategies to be contextually appropriate. An
organization's vision can shape corporate strategy, so the focus of change
should be on aligning the company with this strategy, to that extent, based on
different types of strategic change, an evolutionary or adaptive change would
be considered more appropriate for many organizations.

5. CONCLUSION.
- Viettel Group repositioned this brand as the globalization status of Viettel.
Viettel's new logo has the main color red, which means youth, passion, and
dynamism, and is also the color symbolizing the color of the country, national
pride and leadership of Viettel Group. Along with that is the slogan "Your way"
to help Viettel convey the message that encourages people to be more creative,
to be able to embody and create better values for themselves and for life.
Previously, Viettel's core value was to care and create the whole file that
wanted to keep both sides of this value and still be used and developed in the
new period. Besides, the core value added a new part is desire. This is a
prefixed to strong the power of source for your brand. With these three prefixes

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Viettel was created, which should be combined with the brand philosophy for
the corporation that is Resonance makes the difference.
- The shift to digital services is a natural expansion of Viettel, diversifying
services is the right step to follow the global trend, a step that represents
globalization and expansion of operations, and not only traditional
telecommunications services. Therefore, it is very right to change the brand and
provide value-added services, instead of letting another company enter the
market and seize the opportunities to capture that revenue stream.
- After that, Viettel Group received Brand Finance with a brand value of up to
USD 5.8 billion in 2020, ranked No. 1 in Vietnam and No. 1 in Southeast Asia,
in the top 30 in the world in terms of telecommunications, then Viettel Group
was ranked 1st in Vietnam and 1st in Southeast Asia. Viettel has been
considered as a influential brand.
- “This big change will definitely have a big impact on the value of the brand”
said by Brand Finance Asia Pacific Managing Director. Viettel is a well-known
and growing company with established start-up value so the analysis assesses
the possible impact of the previous re-branding.
- International experts have pointed out four reasons why Viettel changed its
brand:
 First: Change the identity to show progress,
 for example: apple has rebranded many times to create a logo that
shows more modern dynamism.
 Second: Logo change is the goal of globalization.
 Third: Change the user audience, focus on attracting new audiences,
entering new markets and new competitors.
 Fourth: Change for the provision of products and services for businesses.

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REFERENCES
https://congnghe.tuoitre.vn/viettel-tai-dinh-vi-thuong-hieu-phu-hop-su-menh-moi-
2021010921015773.htm
https://marketingai.vn/mo-hinh-5-ap-luc-canh-tranh-cua-viettel/#:~:text=
%C4%90%C3%A2y%20ch%C3%ADnh%20l%C3%A0%20n%C6%A1i%20m
%C3%A0,nh%E1%BB%AFng%20%C4%91%E1%BB%91i%20th%E1%BB
%A7%20ti%E1%BB%81m%20%E1%BA%A9n.&text=Trong%20vi%E1%BB%87c
%20h%C3%B2a%20m%E1%BA%A1ng%20Internet,v%C3%A0%20gia%20t
%C4%83ng%20th%E1%BB%8B%20ph%E1%BA%A7n.
https://dantri.com.vn/suc-manh-so/thu-tuong-de-nghi-tap-doan-viettel-tong-ket-mo-hinh-
luong-dung-sau-30-nam-20220816170106745.htm
https://vietteltelecom.vn/tin-tuc/chi-tiet/tien-ra-nuoc-ngoai-viettel-da-gop-phan-thay-doi-
hinh-anh-viet-nam-nhu-the-nao/14587096
https://baoquocte.vn/mo-hinh-thanh-pho-thong-minh-cua-viettel-duoc-danh-gia-hieu-qua-va-
sang-tao-nhat-the-gioi-163140.html

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