Compared to other electric vehicles Klara 2022 is considerably more expensive, designed to be more unique than other electric models on the market.. This is a great opportunity for the e
VINFAST is a member company of Vingroup, which is connected from the abbreviation chain of from: Vietnam - Style - Safety - Creativity - Pioneer with the meaning of honoring commercial vehicles Vietnamese brand The birth of VinFast confirmed the Vietnamese ability to master modern technology Through the automotive sector and, in particular, the electric motors-one of the leading industries
With the 2022 Klara tram line, this is one of the vehicles leading the
"green" vehicle trend in the Vietnamese market Compared to other electric vehicles Klara 2022 is considerably more expensive, designed to be more unique than other electric models on the market Not only that, cars own smart utilities that are applied in modern technology that few rivals have
With its high value, vision and mission, VinFast is gradually becoming the largest powertrain supplier in Vietnam, while this market in Vietnam is harsh and competitive
By building up the proposal budget, we hope that you somehow understand the objectives and the actions that are coming we will do The target customer we want to reach for is all urban residents aged 12-45 And needs to be around very often Especially the customer group tend to be adaptable to modern technologies and green, environmentally friendly consumer trends
With innovative Marketing strategies suggested, we believe VinFast wil be thriving in the future.
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.
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.
SWOT AND ISSUE ANALYSIS
- 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 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
- Vehicles using clean energy to replace internal combustion engines are a global trend
- Foreseeing the future of the world, changing user habits
- In the near future, Vinfast will open and operate 30,000 - 50,000 battery charging and rental stations nationwide This is a great opportunity for the electric motorcycle industry in general and
Vinfast in particular because currently there is no electric motorcycle company in the
Vietnamese market that offers charging stations and battery rental
- Because electric motorbikes have just been introduced to the market in recent years, it is difficult to change the concept and consumption habits of Vietnamese customers about electric motorbikes
- The price is high and the size is on par with traditional scooter models
- Besides the competition from traditional motorbikes, Klara 2022 also has to face cheap electric motorbikes in the market
- About new technology Batteries are not the only clean technology In 2015, 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.
COMPETITION
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
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
Air pollution is seriously affecting human health According to the WHO, nearly 7 million people die every year because of air pollution in the world
In Vietnam alone, about 60,000 people One of many proposed solutions is the solution to "green" means of transport The trend of electric motorcycles is exploding in the world and is the mainstream of the future Trends of using Lithium batteries for electric motorcycles Compared with traditional lead- acid batteries, Lithium batteries are light in weight and have a large charge- discharge cycle of 500 to 1,000 times Being able to charge at any time without having to wait until the battery capacity is used up reduces the overall weight load so that the vehicle can operate over longer distances, at a more stable speed Internet trends and technology of the times Many electric vehicle businesses have had breakthroughs in product development that not only improve product quality but also show in intelligent and superior technology features, harmony between people and life.
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.
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 arranged a lot of charging stations, usually in parking lots, apartment basements,
VinMart+ convenience stores or at high schools, universities, dormitories,
These charging stations usually work at night, so you can leave the car at the station to charge the car overnight
Fast charging stations are arranged by VinFast in public places such as parking lots, convenience stores, etc
Fast charging stations usually have very large charging speeds, just 20-30 minutes to provide them provide enough power for the battery of an electric motorcycle
Battery rental stations are arranged by VinFast at traffic hubs or city alleys Battery rental is often chosen by many people when using a car for long trips out of the city
- 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.
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.
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 electric motorbike 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…
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.
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.
STRATEGIES
- 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 theincreasing 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
- Widely distributed in showrooms and agents nationwide
- At the company's website or reputable electronic information sites
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
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.
MARKETING MIX
- Fact: The year 2022 will be a new beginning after 2 years of fighting the Covid-19 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
Implement a communication plan (The plan consists of 4 quarters)
The stage of capturing the attention of the target customer by reaching out, creating curiosity and creating interactions from customers via social media channels
Work Use KOLs to post interesting articles, create discussion on social networks
KOLs Son Tung, Miss H'Hen Niê shared stories about the post-Covid-19 trip, responding to the trend of greening transport and protecting the environment
KOLs urge people to share their trips with hashtags (#vinfast,
10,000,000 interactions on KOL posts (likes, shares, comments), 350,000 shares of public stories with hashtags on Facebook and Instagram
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
Launching TVC reminiscing about green trips creates a refreshing spirit, relieves stress, increases passion to attract the attention of the target public
Word Launching TVC advertisement 1 minute 40 seconds advertising Klara electric motorcycle product 2022
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
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
Design banners with the slogan "Leading the trend of greening vehicles" and place outdoor billboards in central areas and showrooms
Work Placed in crowded locations of major cities
KPI Goals Create attention, reach target customers easily
Budget Unit price Into money
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
Sponsorship in awards for activities with green lifestyle, 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
Implement promotions and cooperation with Pepsico at the end of the year
Implement the program to reduce the price of Klara electric 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
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.
Total first-year sales revenue for the Klara 2022 is projected at 840 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 Break-even calculations indicate that the Klara 2022 will become profitable after the sales volume exceeds 10,286 during the product’s first year Our break-even analysis assumes per-unit wholesale revenue of 70 million VND per unit, variable cost of 30 million VND per unit, and estimated first-year fixed costs of 720 billion VND With these assumptions, the break-even calculation is:
The stage of capturing the attention of the target customer by reaching out, creating curiosity and creating interactions from customers via social media channels.
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.
IMPLEMENTATION
We set a KPI in each month of 70 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
1 https://vnexpress.net/co-hoi-nao-cho-xe-may-vinfast-tai-viet-nam-
2 https://shop.vinfastauto.com/vn_vi/vinfast-bike.html
3 https://agencyvn.com/chien-luoc-ban-xe-may-dien-vinfast-klara
4 https://cafeauto.vn/kham-pha/ai-la-nguoi-se-mua-xe-may-dien-vinfast- klara-24853.html
5 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
6 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&_gsa=1&usqp=mq331AQKKAFQAr ABIIACAw%3D%3D#aoh388992007203&referrer=https%3A%2F%2F www.google.com&_tf=T%E1%BB%AB%20%251%24s&share=htt ps%3A%2F%2Ftienphong.vn%2Fthi-truong-viet-nam-cho-doi-bung-no-tu- xe-may-dien-post1350838.tpo
7 https://xedien.com.vn/thi-truong-xe-may-dien-tai-viet-nam-hien-nay- c34n859.html
8 https://vingroup.net/gioi-thieu/tam-nhin-su-menh-va-gia-tri-cot-loi
9 https://vinfast-car.com.vn/cong-ty-vinfast-la-gi
Table for Financial paper Table 1: January 1, 2022 – June 30,2022
Category Jan Feb Mar Apr May Jun Total
Category July Aug Sep Oct Nov Dec Total
Total 2 table for Financial paper: January 1, 2022 – December 31, 2022
Total 15,2 billion VND 42 billion VND 57,2 billion VND
Month JAN FEB MAR APR MAY JUN Total
Month JUL AUG SEP OCT NOV DEC Total
Total 2 table for Expense budget: January 1, 2022 – December 31, 2022
Month January - June July - December Total
Turnover 320 billion VND 520 billion VND 840 billion
Cost 15,2 billion VND 42 billion VND 57,2 billion
VND Profit 304,8 billion VND 478 billion VND 782,8 billion
Senior and middle-level leadership (BOD)
Assess the level of achievement of the expected plan
Consumption analysis Market share analysis
Ratio of revenue to expenses
Assess profit and loss situation
Product profitability, location, customer group, distribution channel and order size
Evaluate and improve the efficiency and effectiveness of marketing costs
Performance of sales force, distribution, IMC (QC, KM, PR DM,
Strategy test Senior Board of Directors
Check the level of exploitation of opportunities in market, product, distribution channel
Marketing effectiveness assessment tool Check marketing books
Analyze excellent marketing results Consider corporate social responsibility
2 The evaluation results are agreed and summarized as follows
Name Work Level of work completion
Nguyễn Thị Đào Trinh Chapter1; Market Summary;
Hà Giang Hương Product offerings; Distribution;
Võ Nguyễn Nhƣ Huynh Swot and issue analysis; Chapter