3.

Executive summary

On March 6, 2023, Vingroup Chairman Pham Nhat Vuong announced the establishment of
Green and Smart Mobility Joint Stock Company (GSM), the world's first multi-platform
green vehicle rental and electric vehicle booking unit. GSM operates mainly in two areas:
electric vehicle booking services and car and electric motorbike rental with an investment
scale of 20,000 cars and 60,000 motorbikes. Specifically, GSM provides electric car and
electric motorbike travel services. At the same time, GSM also rents electric cars and
motorbikes to transport companies to meet the green transportation needs of passengers.
GSM aims to popularize the habit of using electric vehicles to every citizen, thereby raising
public awareness of green vehicles’ convenience, intelligence, and sustainability. Through
diverse forms, GSM will contribute to bringing VinFast electric vehicles to the widest and
most flexible reach to all classes of customers, gradually creating the habit of using green,
smart, and environmentally friendly vehicles in daily life.

Xanh SM is the first pure electric car booking service brand in Vietnam, bringing different
travel experiences: standard taxi service Xanh SM Taxi, high-class taxi service Xanh SM
Luxury and flexible travel service by electric motorbike Xanh SM Bike and Superfast
delivery Xanh Express. Xanh SM's service is operated entirely by electric cars, VinFast
electric motorbikes, a generation of vehicles that have no smell of gasoline, no engine noise,
are good for users' health, and are environmentally friendly. With a team of well-trained,
professional drivers following the guidelines of dedicated service, Xanh SM is committed to
bringing 5-star service quality to users.

The main color of the Xanh SM service brand is blue-green. Cyan combines green
(representing the environment and green energy) and blue (symbolizing intelligence and
technology). This is also the basic feature of Xanh SM electric vehicles - green and smart.
Electric vehicles covered in cyan "made by Xanh SM" are not only a symbol of youthful,
dynamic, and trend-leading style but also demonstrate Xanh SM's commitment to superior
service quality and efforts to understand the psychology of customers - those who accompany
the brand to create a green, sustainable future for Vietnam.

4. Service organization’s Introduction

Xanh SM Luxury - High-class electric taxi booking service: Customers will have a luxurious,
convenient, and comfortable experience like traveling by private car. The car line used is
VinFast VF 8 and now there are 2 new product lines, Xanh Plus and Xanh Premium. First of
all, the Xanh Plus service: Full-package car booking service by the hour with a duration of 4
hours (maximum 55 km), 8 hours (maximum 100 km), or depending on demand. Not only
that, but Xanh Premium is also known as a large-scale car booking service for conferences,
meeting partners, wedding parties, birthday parties, and longevity parties... also used by many
customers.

In addition, Xanh2School - a student pick-up and drop-off service is also widely known. The
service includes 3 main packages: basic package, premium package 1, and premium package
2. With the basic package, parents register through the school. Group 4 students on each car,
fixed route, and time frame. With premium package 1, customers will register directly with
Xanh SM. Group 1-4 students, pick up and drop off within a radius of 15-40km around the
school. And with premium package 2, we will register directly with Xanh SM. Group 1-4
students, pick up and drop off within a radius of less than 15km around the school.

Xanh SM Bike: Xanh SM Bike service picks up and drops off VinFast electric motorbikes.
Passengers will experience a convenient and comfortable travel experience. Quick booking
and booking time. 24/7 customer support. And especially the quality of the vehicle and driver
will be the point that impresses customers.

Xanh SM Rentals - short-term self-drive car rental service. This service will not limit the
number of rental vehicles. 5* standard service with a variety of VinFast electric vehicles with
flexible pricing policies and many incentives.

Xanh Express - Cargo transportation service by electric motorbike with super fast
transportation with a 5-star standard team. The first pure electric green transportation solution
in Vietnam with professional drivers, ensuring extremely good prices. And especially electric
vehicles have no smell, no noise, and no emissions.
5. Service Organization’s Situation Analysis

5.1. Xanh SM Context

Xanh SM Company, a prominent player in the service industry, epitomizes dedication to

excellence, innovation, and customer-centric solutions. Positioned as a trailblazer in the
market, Xanh SM has established a strong foothold by offering services that prioritize
customer needs and satisfaction. With a keen focus on operational efficiency and
technological advancement, Xanh SM has redefined industry standards and set itself apart as
a leader in service delivery.

At the core of Xanh SM's success is a visionary leadership team that drives strategic
initiatives and fosters a culture of continuous improvement. The company's commitment to
operational excellence, coupled with a customer-first approach, has solidified its reputation as
a go-to provider for quality services. By leveraging a blend of innovation, collaboration, and
adaptability, Xanh SM thrives in a competitive landscape, where it consistently exceeds
customer expectations and stays ahead of industry trends.

Xanh SM’s culture is characterized by a relentless pursuit of innovation, a commitment to

excellence, and a focus on building lasting relationships with clients. This customer-centric
ethos permeates every aspect of the company's operations, ensuring that service delivery is
not just a transaction, but a personalized experience tailored to meet each client's unique
needs.

In summary, Xanh SM Company's business context is framed by a commitment to

operational excellence, innovation, and customer satisfaction. With a strong leadership team
at the helm and a culture that values collaboration and continuous improvement, Xanh SM is
well-positioned to maintain its position as a leader in the service industry and continue to
drive growth and success in the market.
 5.2. SWOT Analysis

Strengths Weaknesses

- A strong brand, with great support from - New to the market, so market share is still
Vingroup. modest.
- Abundant financial resources to invest in - Limited network of drivers and customers.
products. - No competitive advantage in price
- Has good technology and ability to develop compared to competitors.
technical platforms. - Brand recognition is not strong compared
- Good service quality and customer experience. to strong competitors in the market.
- Environmentally friendly products easily - Xanh SM entered the online ride-hailing
create a positive image. market later than major competitors such as
Grab, Gojek, and Be, resulting in a small
- Xanh SM inherits the brand from Vingroup - a
market share and difficulty in attracting
leading multi-industry corporation in Vietnam
customers.
with strong financial potential, a nationwide
- The driver network is still limited and not
network of operations, and a large number of
as widespread as its competitors.
loyal customers.
- There is no competitive advantage in price
- Outstanding quality of products and customer
compared to competitors.
service: high-quality, safe, and environmentally
- The level of brand recognition in the
friendly electric vehicle fleet; Xanh SM car
market is still low.
booking application is integrated with many
modern, easy-to-use features; Xanh SM focuses
on building professional and dedicated customer
service.
- Abundant financial resources to invest in
products and technology.
- Good technical foundation, creating
advantages for technology development and
convenience.
- "Green" image, environmentally friendly.

Opportunities Threats

- Vietnam's ride-hailing market is growing - Fierce competition from today's big

strongly.
- Users are increasingly concerned about
experience and service quality, especially
environmental protection.
- Technology brings opportunities for product
innovation.
competitors.
- High competitive investment costs.
- Rapid changes in technology.
- Changing customer habits and needs.
- Fierce competition from major players in
the market.
- Potential for expanding other
products/services.
- Xanh SM entered the online ride-hailing
market later than major competitors such as
Grab, Gojek, and Be, resulting in a small market
share and difficulty in attracting customers.
- The driver network is still limited and not as
widespread as its competitors.
- There is no competitive advantage in price
compared to competitors.
- The level of brand recognition in the market is
still low.
- Global supply chains in 2023 are facing
delays and bottlenecks, making it difficult
for manufacturers and technology
companies to source essential equipment
and supplies.
- Rapidly changing technology requires
businesses to be agile and invest.
- Consumer habits and behaviors, especially
online, are changing rapidly and
continuously.

5.3. Competitors

➢ Grab: Nowadays, using ride-hailing services to travel has become more popular than ever.
Two of the most prominent and widely used names are Xanh SM and Grab. Although
operating in the same field, both have their distinct characteristics. Xanh SM Taxi is a leading
electric taxi booking application today. To create a green and environmentally friendly
transportation journey, Xanh Taxi provides a taxi service entirely based on electric energy.
This application allows users to easily book a car via mobile phone and choose the type of car
that suits their needs. In addition, Xanh Taxi provides a team of professional drivers, helping
to bring a safe and convenient transportation experience to customers. Meanwhile, Grab is
the leading multi-service super application in Southeast Asia, providing many convenient
services such as delivery, motorbike taxi, taxi booking, bus ticket booking, online shopping,
and payment. With a smart transportation system and a team of professional drivers, Grab has
helped users save time and effort when traveling in urban areas. In addition, Grab also brings
many other benefits such as reducing traffic accidents and increasing income for freelancers.
Grab can support many different services, there are many programs and promotional codes
for customers. In addition, Xanh SM is still new to many people, and promotional codes are
given to customers to use irregularly.

➢ Be: The Vietnamese transportation landscape is undergoing a significant transformation,

with ride-sharing apps playing a pivotal role. However, a new trend is emerging – the rise of
eco-friendly ride-hailing services. This essay will compare two prominent players in this
space: Be and Xanh SM. Both Be and Xanh SM offer convenient and affordable on-demand
transportation solutions. They prioritize user experience, connecting passengers with drivers
through their respective mobile applications. However, their approaches differ. Be boasts a
wider selection of vehicles, including motorbikes, cars, and even buses. This caters to a
broader range of needs and budgets. Conversely, Xanh SM focuses solely on electric taxis,
specifically VinFast Feliz S and Evo200 models. This dedication to electric vehicles (EVs)
positions Xanh SM as a leader in sustainable transportation. Their operational scope also
presents a distinction. Be nationwide, distributed across Vietnam. Xanh SM, on the other
hand, currently restricts its services to Hanoi and Ho Chi Minh City. While this limits
accessibility for some, it allows Xanh SM to refine its operations and maintain high service
quality within these major urban centers. When considering user experience, Be offers a
wider network of drivers, potentially leading to faster pick-up times. However, this can come
at the cost of inconsistent service quality. Xanh SM prioritizes a premium experience,
focusing on modern electric vehicles and well-trained drivers. Ultimately, the choice between
Be and Xanh SM depends on individual priorities. Be catered to those seeking
budget-friendly, readily available transportation with various vehicle options. Green SM
appeals to environmentally conscious users who value a comfortable and reliable EV ride.
The rise of Be and Xanh SM signifies a growing consumer awareness of environmental
responsibility. They offer viable alternatives to traditional fossil-fuel-powered taxis,
contributing to a cleaner and more sustainable future for Vietnamese transportation. As
technology advances and infrastructure improves, we can expect further expansion and
innovation within the eco-friendly ride-sharing sector.

➢ Gojek: The Vietnamese ride-sharing market is a dynamic landscape, with established

players like Gojek facing new competition from eco-conscious services like Xanh SM. This
essay delves into the key differences between these two transportation providers, helping
users make informed decisions based on their needs and values. Gojek, a prominent player in
Southeast Asia, offers a comprehensive range of services in Vietnam. Users can hail
motorbikes, and cars, and even utilize their platform for deliveries and cashless payments.
This breadth of services caters to a broad user base seeking convenience and affordability.
Gojek boasts a vast network of drivers, ensuring quick pick-up times throughout the country.
However, this extensive network can sometimes translate to inconsistencies in service quality.
Additionally, Gojek's pricing may occasionally be higher compared to other ride-hailing
options. On the other hand, Xanh SM stands out for its commitment to sustainability. This
Vingroup subsidiary focuses solely on electric taxis. This dedication to EVs positions Xanh
SM as an eco-friendly leader, aligning with a growing consumer consciousness of
environmental responsibility. Passengers seeking a premium experience will appreciate the
high-quality electric vehicles and well-trained drivers associated with Xanh SM. However,
Xanh SM's current operations are restricted to Hanoi and Ho Chi Minh City, limiting
accessibility for users outside these major urban centers. Additionally, the limited number of
electric taxis might lead to longer waiting times compared to Gojek. Ultimately, the choice
between Gojek and Xanh SM hinges on individual priorities. Gojek caters to those seeking a
convenient, one-stop platform for various transportation and payment needs, even if it means
sacrificing some consistency in service quality or paying slightly more. Xanh SM, on the
other hand, is ideal for environmentally conscious users who value a premium EV ride and
are located within their current service areas. The emergence of Xanh SM alongside
established players like Gojek signifies a positive shift towards sustainable transportation
solutions in Vietnam. As technology advances and infrastructure expands, we can expect
further innovation and wider coverage from eco-friendly ride-sharing services. This
competition ultimately benefits consumers, offering them a wider range of choices that cater
to both budget and environmental consciousness.

5.4. PESTLE analysis

➢ Political Factors

Xanh SM Company operates in an environment influenced by political factors that shape the
regulatory landscape. Government policies, political stability, and regulatory frameworks
significantly impact the company's operations and strategic decisions. Changes in taxation
policies, trade agreements, and government stability can affect Xanh SM's profitability and
growth prospects. For instance, government initiatives promoting renewable energy and
sustainable practices can create opportunities for Xanh SM to expand its services in
alignment with environmental regulations. However, political instability, regulatory changes,
or government interventions in the market could pose challenges to the company's operations
and strategic direction.

➢ Economic Factors
Economic factors play a crucial role in determining the financial health and growth trajectory
of Xanh SM Company. Economic indicators such as inflation rates, interest rates, exchange
rates, and overall economic growth impact consumer behavior, purchasing power, and
demand for services. Economic fluctuations can affect the company's revenue streams,
pricing strategies, and overall profitability. Adapting to economic changes, optimizing cost
structures, and understanding consumer spending patterns are essential for Xanh SM to
navigate through economic uncertainties and maintain a competitive edge in the market.

➢ Social Factors

Social factors encompass cultural trends, demographic shifts, lifestyle preferences, and
societal values that influence consumer behavior and market trends. As a service
organization, Xanh SM needs to be mindful of evolving social norms and consumer
preferences to tailor its services effectively. The increasing emphasis on sustainability,
environmental awareness, and ethical business practices presents opportunities for Xanh SM
to differentiate itself in the market and attract socially conscious customers. Understanding
and responding to social trends can help Xanh SM build stronger customer relationships and
enhance its brand reputation.

➢ Technological Factors

Technological advancements play a pivotal role in transforming the service industry

landscape and reshaping how businesses operate and deliver services. Embracing technology
innovation, and leveraging automation, data analytics, and digital platforms can enhance
operational efficiency, streamline service delivery, and improve customer experience. For
Xanh SM Company, investing in cutting-edge technologies, cybersecurity measures, and
digital infrastructure is crucial for staying competitive, meeting evolving customer
expectations, and driving organizational growth in a tech-driven market environment.

➢ Legal Factors

Legal factors encompass laws, regulations, compliance requirements, and industry standards
that govern Xanh SM Company's operations. Adherence to legal frameworks related to data
privacy, environmental regulations, labor laws, and industry-specific regulations is essential
for ensuring business integrity and mitigating legal risks. Compliance with changing legal
requirements, industry standards, and ethical business practices is paramount for Xanh SM to
uphold its corporate reputation, foster trust with stakeholders, and operate ethically within the
boundaries of the law.

➢ Environmental Factors

Environmental considerations are increasingly becoming integral to business operations and

corporate sustainability strategies. As a company committed to eco-friendly practices, Xanh
SM must prioritize environmental sustainability, energy efficiency, waste reduction, and
carbon footprint management in its operations. Embracing green initiatives, promoting
environmental stewardship, and adopting sustainable practices not only align with the
company's values but also contribute to building a positive brand image, attracting
environmentally conscious customers, and mitigating environmental risks associated with
business activities.