INS3042

Viettel Telecom Corporation

Marketing Plan In Cambodia

Prepared by : Group 4
Members:
Đào Thanh Hằng - 19071351
Hà Thị Lan – 18071125
Hồ Chi Mai – 19071420
Nguyễn Phương Linh – 18071138
Phạm Quỳnh Phương - 18071206
Hoàng Minh Thái – 18071228

Prepared for : INS3042

Lecturer : Hồ Nguyên Như Ý

January 12, 2022

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Table of Contents

COMPANY PROFILE .................................................................................. 3

I. CURRENT MARKETING SITUATIONAL ANALYSIS .................. 4
1. THE CAMBODIAN MOBILE PHONE MARKET'S COMPETITIVE
ENVIRONMENT............................................................................................... 4
2. PESTEL ANALYSIS ................................................................................... 4
II. SWOT ANALYSIS .................................................................................. 7
STRENGTHS ................................................................................................... 7
WEAKNESSES ................................................................................................ 8
OPPORTUNITIES ............................................................................................. 8
THREATS ....................................................................................................... 9
III. OBJECTIVE & GOALS ...................................................................... 10
IV. MARKETING STRATEGY ................................................................ 10
MARKETING ANALYSIS :.............................................................................. 11
V. MARKETING MIX .............................................................................. 13
VI. PROJECTED MARKETING BUDGET ............................................ 16
VII. ACTION PROGRAMMER ........................................................... 19
BIBLIOGRAPHY ........................................................................................ 24

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Company profile
Company name: Viettel in Cambodia Pte., Ltd
Brand name: Metfone
- Metfone is Cambodia's leading mobile operator, with the most extensive, dependable,
and trustworthy network. This is a trademark of Viettel (Cambodia) PTE. LTD., a member of the
Viettel Group, one of the world's fastest growing telecom operators. Viettel Group is ranked
among the top 15 telecommunications companies in the world by the number of mobile
connections, according to GSMA Wireless Intelligence.
- Viettel Group currently has investments in 11 countries and serves approximately 100
million customers across three continents (Asia, America, and Africa), including Vietnam,
Cambodia, Myanmar, Laos, East Timor, Peru, Haiti, Mozambique, Tanzania, Cameroon, and
Burundi.
- The name "Met" was chosen for Cambodia because it means "you" in Khmer and
expresses our desire to build a genuine Cambodian company that will serve the Cambodian
people.
- Metfone currently owns the largest network in Cambodia, with over 11,000 online BTS
stations supporting all old and new technologies 2G, 3G, 4G, and 4.5G, as well as over 23,000
km of fiber optic cable deployed in 25/25 provinces Fort. and 100 percent of districts fully
supporting modern transmission technology DWDM and MPLS / IP, connecting internationally
with all other countries via both undersea optical cable (AAG, APG, IA, AAE 1) and terrestrial
cable.
- Metfone strives to provide personalized service to connect people no matter when, where,
or who they are with a wide range of services and products including: mobile, broadband
Internet, content services, leased line services, electronic payments, infrastructure services, e-
Government, Solutions Company....
- Metfone has the most extensive and dependable network coverage in Cambodia, as well
as the fastest 4G and LTE 4.5G services.
Metfone pioneered the use of new technologies in e-Government, Smart Cities, and other
services for people and businesses, including 5G, IoT, AI, Big Data, and e-Payment.
Metfone also makes significant investments in education, healthcare, and other areas to improve
people's lives and accelerate development.

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I. Current marketing situational analysis
1. The Cambodian mobile phone market's competitive environment
- Because of the business operations of seven mobile service providers, Cambodia's mobile
market has become increasingly competitive (not include Viettel). In order to compete, operators
must improve network infrastructure, expand coverage area, and improve service quality.
Furthermore, providers are competing for promotion in order to attract more customers and
increase their market share.
- When Viettel entered the Cambodian mobile phone market, it encountered a number of
challenges. When Viettel decided to invest in Cambodia in 2009, it encountered a number of
competitive challenges. The Cambodia market is small in scale, but not only domestic operators,
but also foreign operators with financial and international experience, have operated in this
market. When Viettel first entered the Cambodian market, it faced competition from three major
operators: Mfone, Mobitel, and TMIC Cambodia. They have been in the Cambodian mobile
market for ten years and have 95 percent of the market share. Mobitel, a joint venture of
Millicom and Cambodia Royal Group, is another significant competitor of Viettel. Other joint
ventures with Thailand, Sweden, and Norway have increased Viettel's challenges. Furthermore,
Cambodia is a potential market for Viettel. The majority of Cambodians rely on mobile phones
as their primary mode of communication. Only 5% of Cambodia's population uses fixed lines.
This market also provides numerous opportunities for Viettel to capitalize on the new market.

2. Pestel analysis
2.1. Legal political
The Cambodian government creates an environment with a number of policies that make it
advantageous for foreign investors to operate their businesses. Investors are exempt from paying
taxes for three years, depending on the activity or field of investment. They must only pay taxes
when they make a profit, but not more than once every four years. Building materials, production
equipment, machinery, raw materials, and spare parts are exempt from 100% import duty for
investors. The Cambodian government guarantees that foreign firms will not be nationalized.
The government will not be able to control the price. There is no distinction between domestic
and foreign investors. Cambodian law also permits the establishment of businesses with entirely

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foreign capital. In Cambodia, the lease period for foreign investment is up to 79 years and can be
extended to 99 years, the law is to respect and protect the assets of investors.
2.2. Economic
- Cambodia is an agricultural country with 58% of the population employing in agriculture
and agriculture accounted for about 40% of the whole country’s GDP. The Cambodian
government's development strategy has three major goals: (1) encourage the development of
private economic zone activities, (2) attract foreign investment, and (3) encourage the
development of telecommunications zones. The Cambodian government has prioritized two
major areas in terms of development strategies: telecommunications and banking. In order to
attract foreign investors, the Cambodian government has made efforts to improve the investment
environment and stabilize the political environment.
- The economy is expected to continue to recover amid a rollback of COVID-19-related
restrictions. EIU expects Cambodia's real GDP growth to accelerate to 6.9% in 2022, after
estimated growth of 1.6% in 2021. New regional trade agreements will promote inward
investment and exports. Wage and income growth will pick up, benefiting private consumption.
- Viettel's business operations in Cambodia have benefited from a number of factors. These
benefits are created first and foremost through the collaboration of two governments. The two
governments have created an advantageous environment for enterprise-to-enterprise trade. The
volume of trade between the two countries has increased year after year. Geographically,
Vietnam and Cambodia are neighboring countries, which has resulted in advantageous trade
border conditions. All of this opens up opportunities for Vietnamese businesses to trade in
Cambodia.
2.3. Social
- According to the ITU, Cambodia's population will be 17 million people until 2021, with
the city accounting for 24.67 percent of the total. The Khmer language is spoken by the vast
majority of Cambodians (90 percent ). Laos, Vietnam, China, Thailand, Myanmar, and Malaysia
account for the remaining 10%. Cambodia has a young population, with 32.2 percent of the
population under 15 years old and 64.1 percent of the population aged 15-64 years old, according
to ITU (2019). Furthermore, the annual Cambodian population growth rate is estimated to be
around 1.2 percent (NIS, 2021). In general, Cambodia is a potential market in terms of society.

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Although the Cambodian market is currently quite small, with only 17 million people, the annual
population growth rate will cause this number to rapidly increase.
- In addition, the natural environment in Cambodia provides some opportunities for Viettel
in the market penetration process. More than 70% of Cambodia's population lives in rural or
underdeveloped areas such as hilly marsh areas. It is difficult to develop a fixed line network in
these areas due to the topography. Furthermore, the civil war damaged much of the fixed line
network infrastructure in these areas. It is a challenge for the development of the landline
network, but it is also an opportunity for the mobile phone network to improve.
2.4. Technological
- According to a report by the Telecommunications Regulatory Authority of Cambodia
(TRC) published on July 20, 2020, the number of mobile Internet subscribers in Cambodia has
reached 14.8 million, equivalent to 90% of the total population. number of countries.
- Currently, the technology of telecommunications industries has developed rapidly in both
quality and diversity of services. There are many telecommunication technologies in the world
such as CDMA, US TDMA, GSM, PDC and third one in which users can be provided with more
value added services including internet access, voice services . Everything has two sides and so
does telecommunications technology. Both technologies have their own advantages and
disadvantages. However, CDMA and GSM are the most common technologies used in
telecommunications in the world. Between CDMA and GSM, CDMA has less of a business
advantage over GSM. Because with GSM technology, mobile service providers can provide
some services like WLL (Wireless Internal Loop), limited mobility.
- In the world, new telecommunications technology has developed constantly, the
development of new technology also constantly affects the existence of the older. Cambodia's
telecommunications market is no exception to this trend. However, given the characteristics of
the Cambodian telecommunications market, it is not easy for new technologies to develop in
Cambodia. For example, voice service using IP system is difficult to apply in Cambodia due to
underdeveloped telecommunications infrastructure in Cambodia. Therefore, it can only compete
with the fixed network due to cheaper service prices.
- Compared to other technologies, GSM has some advantages when applied in Cambodia.
One of the most important factors influencing consumer choice is the popularity of GSM mobile
phones. More and more GSM mobile phones are produced by a number of different

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manufacturers. The more people doing business in the market, the more competition increases.
Leading to a race between manufacturers in terms of models, prices and prices tend to increase.
Moreover, the price of GSM equipment is cheaper than the price of other equipment such as
wireless technology, CDMA. This is one of the important things affecting mobile service
providers when choosing telecommunications technology.
- 4 main GSM network operators are Casacom, Mobitel, Cam tel and Camshin. In fact,
GMS providers have achieved success in the Cambodian telecommunications market. Other
technologies such as AMPS and CDMA cannot compete in this market. Cambodians who use
mobile phones often use voice services, other services such as value-added services are not
considered. This fact has also proved that the GSM system is the most suitable for the
Cambodian telecommunications market.

II. SWOT analysis

Strengths
- Strong financial resources (equity of about VND 50,000 billion), operating mainly based
on self-financed capital and less need to borrow from banks. The right company culture, when
this concept was new in Vietnam, Viettel had the right view and made the right investment when
hiring consultants for this issue. A clear, fair, and scientific system of internal rules and
regulations within the company helps to operate effectively and efficiently
- Large domestic market share with more than 50 million customers, accounting for 42%
of the country's mobile market share. In the international market, Viettel has developed
extremely strongly outside the S-border like Cambodia, even in the black continent and Latin
America: on September 7, 2011, Natcom opened a digital telecommunications network in Haiti.
In Mozambique Movitel of Viettel is known as the miracle of Africa when it created the mobile
revolution and won 6 international awards.
- Brand image at the end of 2006 Viettel was considered as the most famous brand in
Vietnam in the field of telecommunications organized by VCCI in collaboration with Life Media
company, AC Nielsen organized by Brand Finance
- Viettel's brand valuation of up to $5.8 billion can be said to be the highest in the group's
development history and ranks No. 1 in Vietnam.

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- As the unit with the most competitive rates according to product packages: Viettel's
packages are really attractive and suitable for each customer.
Weaknesses
- Due to the fact that it was born later, it developed quickly even with attractive pricing
policies and product packages, so the number of subscribers often changed according to price
policies. Viettel's postpaid subscriber rate is lower than other carriers. In 2010, this rate of Viettel
was 5% while Vinaphone was 7% and Mobiphone was over 10%.
- The management and administration have many military cultures, so the freedom to do
business and operate according to the market is limited. Management is very imperative, so the
ability to adapt flexibly is not high. The administration is affected by many non-business factors
such as national defense and security.
- Although service quality and customer care policies are constantly improving, they still
cannot meet the increasing demands of customers. Customers still complain about the
phenomenon of spam messages, 3G waves are still intermittent.
- In addition, despite the investment and expansion, the network size, in general, does not
meet the current needs, lacks synchronization, leading to difficulties in operation, management,
low labor productivity.
- Inadequate infrastructure also affects service quality.
Opportunities
- Viettel is the number 1 enterprise in Vietnam, has converged resources (human, financial,
technology) with a different way of doing things, has a foundation of cultural thought and
strategic vision, which is an advantage for development.
- Looking to the next term (2020 - 2025): with the existing foundation, with the achieved
results, Viettel's Party Committee has determined the goal of becoming the core of building a
high-tech defense industry. That is the political responsibility of a spearhead economic group, a
model of a state-owned economic group like Viettel. Therefore, first, the Party Committee will
lead the unit to gradually transform from a telecommunications service provider into a digital
service provider; shifting revenue growth to new products and services on digital platforms. This
is the basic foundation for the accumulation of resources and technology.
- The Group has created a smooth, unified, and efficient "machinery" that has become a
synergy that promotes Viettel to constantly rise and become the leading enterprise of the country.

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- Since then, the Group has expanded its organization and scale with many new tasks in
both telecommunications and defense industry development, continuing to restructure the
organization to meet the development strategy in the new period. ".
- In addition, foreign investment has prospered; Vietnam's most valuable brand; is the
largest corporate income tax payer; is one of the 10 best profitable enterprises in Vietnam;
become one of the 500 largest global brands”
Threats
- Worrying growth
The telecommunications industry is a golden egg for the economy with a strong boom in the last
10 years. Although the industry still has great growth in 2019, there have been many worrying
signs.
- According to a report by the Department of Telecommunications (Ministry of
Information and Communications), in 2019, the total revenue of telecommunications businesses
reached about 470,000 billion VND (up 18.67%), contributing 47,000 billion VND to the state
budget (up 36.7%). The number of broadband subscribers increased steadily, and service quality
continuously improved.
However, the operating results in 2019 also show that the traditional telecommunications
infrastructure and market has been saturated and is rapidly transforming into digital
infrastructure and digital services. Specifically, the proportion of revenue from traditional
telecommunications services accounts for only 28.5% and is decreasing over the years. The
number of mobile phone subscribers in 2019 decreased by 3.6%, currently reaching only 125.7
million subscribers. The decrease in the number of mobile subscribers is due to the saturated
market, along with the strong hand of the Ministry of Information and Communications in
handling spam sims and spam messages.
- For many consecutive years, the total market share of the three largest enterprises,
Viettel, Vinaphone, and MobiFone has always accounted for over 90%, in 2019 increased the
highest, up to 96.2%, the remaining enterprises accounted for only 3.8%. market share.
- Viettel has not announced revenue, but according to the Investment Newspaper's own
source, Viettel's estimated revenue in 2019 also exceeded VND 250,000 billion, profit reaching
more than VND 30,000 billion.

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- While traditional telecommunications tend to decline, the group of digital services has
strong growth. Carriers' data revenue grew to more than 30% of total service revenue. The cloud
computing market has a revenue of about USD 220 million with about 20% of domestic
solutions, 80% of which are sales to foreign enterprises, achieving a growth rate of 40% per year.
The Internet economy is estimated to have a size of 12 billion USD with a growth rate of
38%/year.

III. Objective & Goals

- Viettel's goal market is expanding more than ever. With the motto: speak your way,
Viettel is bringing the Vietnamese voice closer to the world.
- The biggest investment came when Viettel opened the Metfone network a year ago.
Almost immediately, Viettel Cambodia ranked No. 1 in terms of the network after only 6 months
of official business, with 42% of BTS stations, 88% of fiber optic cable length, and second in
terms of subscribers.
- Viettel announced its target that by 2025 it will not only capture 46% of the fixed
subscriber market share, and 90% of the mobile subscriber market share, but also
“accounting for 90% of ADSL market share in the Cambodia market”. Since June 1, 2009,
Viettel Cambodia has become the first enterprise to provide multi-service telecommunications in
Cambodia including leased channels, VoIP, Internet ADSL, mobile, and fixed-line.
- Viettel continues to promote the strengths of a corporation providing leading
telecommunications and IT services in Cambodia markets, promoting the development of data
services, value-added services, information technology, etc. information on mobile and
broadband Internet platforms.
Viettel Telecom is a company that holds a relatively large market share in major markets in
which the company is present.

IV. Marketing Strategy

The company's mission : "We always regard innovation as vitality, take quick adaptation as a
competitive strength, and always aim to provide high quality products and services at cheap rates
to contribute to client growth goals.”

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Marketing analysis :
• Advantages: Cambodia is now pursuing an economic opening, regional, and global
integration policy, as well as actively pushing economic growth policies and encouraging
international investment. Cambodia, in particular, has a potential telecommunications market
because the majority of people utilize mobile phones (about 5 percent of the population uses
landlines). Furthermore, when it comes to investing in this area, telecoms corporations are still
shallow. Cambodia's telecommunications infrastructure:
- There are over 35,000 landline phone subscribers.
- Nearly 3 million VND has been spent on wireless phone subscriptions.
- There are over 15 different Internet Service Providers.
- Satellite broadband Internet: iPSTAR satellite, Camnet, Camshin, Orbital, Hybrid Ku/Ka
band.
- Viettel has the largest Call Center system in Cambodia with more than 200 agents.
• Disadvantages :
- In the field of mobile telecommunications, Cambodia has many service providers such as
TMIC, Excell, Latelz, Camshin. .
- The market is fiercely competitive.
- Production costs in Cambodia are quite high because many places do not have electricity,
so enterprises have to run petrol engines.
- It takes a lot of time, costs and is difficult due to language and cultural factors.
- Loose legal environment, lack of transparency.
- Maintain the correct products:
- More 4G and 5G services should be developed, as well as favorable price packages
tailored to the demands of consumers; technical activities should be replaced and
upgraded on a regular basis.
Developing a communication message: "Connecting strength, connecting success" is the
slogan.
- Advertising on television, radio, and social media: releasing promotional films starring
celebrities to raise brand recognition.
- Using billboards throughout Cambodia to propagate the Viettel brand and imprint it in
the hearts of customers.

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- Promotion on Viettel's directory, site, and service assessment page.
Marketing plan :
• Place: Finishing the distribution system across Cambodia so that it may serve consumers
in the best possible conditions, whenever, everywhere, and link people in accordance
with the motto: "Coming together" for a strong, successful connection.
• Price: Use a variable pricing approach to direct customers to the most advantageous
services.
• Product:
- Maintain the correct products:
- Change the brand name to Metfone to reflect the local cultural setting.
- Installed transmission network: 15,000 optical fiber networks instead of competitors'
microwave transmissions, as well as a large number of BTS stations (more than 4000
stations).
- More 4G and 5G services should be developed, as well as favorable price packages
tailored to the demands of consumers; technical activities should be replaced and
upgraded on a regular basis.
- During the covid pandemic, Viettel should invest and provide free data or low-cost
packages for students on online learning platforms.
- Promotion: Promote marketing activities on the mass media to guide customers to trust
and choose to use the product.
- Financial potential and human resources: Metfone began operations in February 2009
and has since grown to become the No. 1 telecommunications brand in the world, with
more than 10 million customers and 41.7 percent of the telecoms market share. and total
income reached 2.856 billion USD, or 1% of Cambodia's GDP. Over the course of 12
years, the total earnings from this market amounted to more than 354 million dollars.
Human resource training sessions are also necessary to overcome language and cultural
barriers in the worldwide market. The development of innovative company strategies will
help businesses acquire a lot of profit and value if they have strong financial and human
resources.

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V. Marketing Mix
• Product
- Create many packages to suit the needs of each audience: Urban - Rural, Businessmen -
teachers - students - students,...
- Separate offers for prepaid and paid subscribers after.
- Develop more 4G-5G, landline, fax services nationwide.
- Provide public Internet access service
- Provide domestic and international long distance phone service at a cost of 2-3
cents/minute.
- In conjunction with electronics brands LG, Samsung, Sony, when buying a TV, the TV
will be installed with transmission network package
- Developing products that integrate many functions such as: Phones with network
connectivity, smart watches synchronized with electronic health books, Temperature and
humidity sensors, ..
- Instead of reading paper newspapers, switch to electronic newspapers, update important
information daily.
• Place
- Targeting rural areas, then gradually developing to urban market
- Open 1 customer response center 24/24, 20 large and small stores in the provinces to
directly serve as well as answer customer inquiries.
- Extend mobile service to the most remote areas of Cambodia.
- Building a diversified and flexible distribution channel system nationwide in 2022 with:
+ Direct transaction stores: 2,000
+ Authorized agents: 10,000
+ Wholesale/retail points: 30,000
+ Collaborators to commune level : 10,000
+ Direct sales staff: 800
- Metfone agents must carefully equip the facade area, depth, decoration of signs, logos,
posters, banners, to attract customers.

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• Price
- When the product has been accepted by the market, the price policy can be adjusted up or
down depending on the time and volume sold. Price also needs to be flexible when
applied to distributors, wholesalers, retailers or groups of direct buyers to ensure there is
no conflict between channel members and encourage them to be active. sell.
- Fees are broken down compared to other providers, Metfone charges of Viettel 2-
3cent/minute, many calls are much reduced, need cheaper calling and texting packages of
partners buy about 30-35%
- Various promotional packages: SINHVIEN, TIETKIEM, ST15K, MAX100. Promotions
and packages for outgoing/incoming calls within 3 countries: Laos - Cambodia -
Vietnam.
- Charges are broken down compared to the way other providers have been charged.
- Create a policy of receiving phone calls.
- Each number of minutes a user listens in a month will be credited to the account
corresponding to the number of minutes that they have listened in the month whether on-
net or off-net.
• Promotion
- Communication products need to be built on the traditional image and language of the
Cambodian people.
- Criteria of the programs are business and social responsibility, such as: Joining hands to
protect orphans, building bridges, schools, hospitals, nursing homes with compassion,
helping the Metfone brand penetrate deeply into the lives of Cambodian people and win
people's sympathy.
- Sponsor and organize programs on education, beauty, entertainment, exhibitions on
information technology in Cambodia to have opportunities to promote products
- Develop diverse communication channels: Advertising media Effective media today are
television, radio, radio, outdoor billboards, and written newspapers. It can even be
communicated at trade centers, points of sale, school gates, leaflets,...
- Provide free internet service to 1,000 agencies, 1,000 schools.

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- Establishing good relationships with government agencies, the military, and local people
to build images, consolidate and enhance prestige, create favorable conditions for
production and business.
- Customer care is an indispensable element, giving flowers and souvenirs on special
occasions and birthdays because "Metfone network is the network of Cambodians".
Customers need to enjoy the best, the greatest of the product itself.
Viettel has attained positive margin in 6/10 areas it seeded after just ten years of
investment overseas (starting with Cambodia in 2006). Its income from international markets
increased to $1,5 billion in 2015. (USD).
Viettel was recently named the most valuable telecommunications brand in Vietnam, ranking in
the top five best performing telecommunication brands in ASEAN (Association of Southeast
Asian Nations) and the top 100 most valuable telecommunications brands in the world, with a
brand value of one billion dollars.
Viettel's amazing success in less than a decade may be attributed to the goal of outreach
combined with sound commercial tactics. Moreover, According to many economic experts,
Viettel has appropriate policies for each market, each continent, based on extensive and intensive
investment, focusing on underdeveloped areas, looking for those who do not have access to
telecommunications, and paying attention to the market's culture and society.
Viettel Group's investment concept is to first establish BTS and network infrastructure for the
greatest coverage, with a focus on distant locations, before starting operations.
Viettel business philosophy in general, and our investment strategy in particular, focuses on
finding methods to deliver services to everyone. Following that, Viettel's long-term investment
plan is to ensure a nationwide network, the highest quality of services, and correct business
policies for each local. Then, depending on each area, Viettel will push hard and invest heavily
in infrastructure to be the market leader in terms of quality and network coverage. Viettel, on the
other hand, advertises its selling broadly in order to make its services available to everyone.
Viettel optimizes its investing expenses, particularly in the workforce in international markets, in
addition to examining the efficiency of the investment. In reality, the Group develops plans to
train and assign exploration-related tasks to locals in order to progressively return Vietnamese
workers to the nation. It also looks at ways to optimize smart gadgets made in Vietnam for usage
in global markets as a cost-cutting measure.

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VI. Projected marketing budget
Activities Details Expense Frequency

Brand - Model/ Beauty queen 35.500.000.000VND/year Yearly

Ambassador ( - Actress/Actor
Celebrities who - Single
influence vastly in -Rapper
the artistic fields)

Collaboration - VIPs/Celebrities 6.000.000.000VND- When releasing

with KOL who is - Professional Influence in 8.000.000.000VND/year new product
a fashionista, social media platform
stylist and
influencer (
Review Post,
Video Story, TVC
on social media
such as Instagram,
Facebook,Tik
Tok..)

Sponsoring live -TV shows: 100.000.000- 2.500.000.000VND/year

TV shows, 300.000.000VND/
movies, dramas, gameshow
comedies - Movies: 100.000.000-
especially the 200.000.000 VND/movie
show was and using product/service
attracted by the
youth and the
publish channel

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Design poster, 300.000.000-600.000.000
Standee, banner VND/ year
and show them on
the published
areas like airport,
shopping center,
bus,…

Sponsoring music 100.000.000-200.000.000 1.200.000.000VND/year

video for singer VND/MV and using
which impress the Viettel product ( depends
youth on artist’s influence)

Run ads on e- Facebook: 23.980.000.000/year -Facebook,

commerce sites ~7.300.000.000VND/year( Tiktok,
(Facebook, 200.000 CBC/day) Instagram:
youtube, -Instagram: Regularly
instagram,tiktok) ~2.680.000.000VND/year( -Youtube: when
200.000 CBC/day) releasing new
- Youtube: product/service
~12.000.000.000VND/3
videos: >2M views
-Tiktok:
~2.000.000.000VND/year

Create “Happy E-vouchers: maximum 4.200.000.000 VND/year -February and

New Year 2022” 4.000.000.000 VND March
online event -Gift: 200.000.000 VND

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Funding for the 6.000.000.000 VND/ 2 Twice a year
volunteer activities
activities such as
“environment
protection” race,
anti-covid
campaign.

Informing an ex- 200.000.000 VND/ year Regularly, when

customer to launching a new
introduce the new product/service,
product or event, sale, …
discount program
by Email, text
message,..

Event when 15-20.000.000.000 30-40.000.000.000 Twice a year,

launching new VND/event VND/year february and
product/service august

Preparation 20.000.000.000 VND

Additional 14.218.000.000VND
Expense (10%)

Total marketing 156.398.000.000 VND

budget

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VII. Action Programmer
Activities Timeline (2022) Departments

1 2 3 4 5 6 7 8 9 10 11 12

Brand Ambassador( X X X X X X X X X X X X Research

Celebrities who influence
vastly in the artistic fields)
Trade
marketing

Collaboration with KOL who X X X X Research

is fashionistar, stylist and
influence the teenager.(
Trade
Review Post, Video Story,
marketing
TVC on social media as
Instagram, Faceboook,..) Content

Digital

Sponsoring live TV shows, X X X X X X Research

especially the show was
attracted by the youth and the Trade
publish channel marketing
(VTV,HTV,…)
Content

Digital

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Activities Timeline (2022) Departments

1 2 3 4 5 6 7 8 9 10 11 12

Design poster, Standee, X X X X X X X X X X X X Digital

banner and show them on the
publish areas like airport,
shopping center, bus …

Sponsoring the movies, X X X X X X X X PR event

dramas, comedies which
impress the youth
Content

Trade
marketing

Run ads on e-commerce sites X X X X X X X X X X X X Digital

(Facebook, youtube,
instargram,…)

Create “Happy New Year X X X X PR event

2022” online event.

Content

Trade
marketing

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Activities Timeline (2022) Departments

1 2 3 4 5 6 7 8 9 10 11 12

Funding for the volunteer X X PR event

activities such as
“environment protection”
race.
Content

Trade
marketing

Collaboration with famous X X X X PR event

actors or singers in
Cambodia
Content

Trade
marketing

Informing to ex-customer to X X X X X X Research

introduce the new product or
discount program by Email,
Trade
text message,..
marketing

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Activities Timeline (2022) Departments

1 2 3 4 5 6 7 8 9 10 11 12

Content

Digital

Event “Happy New Year 2022”

Time: 12/2021 - 2/2022

Detail:

Organizing gift giving programs for loyal customers :10000 first loyal customers will receive a
gilf including 1 set of wall calendar + Voucher 15% to buy goods (Maximum is 2,000,000 VND)
+ Free 500 minutes of on-net calls.

Collab with famous actors or singers in Cambodia

Time: 1/2022 – 2/2023

Detail:

Designing a set of event collab with famous people.

Collab with a "Spring-Summer" collection, designing advertisement that are in tune with Viettel’
new strategy, sponsoring the shows to bring Viettel (Metfone) closer to everyone. Running ads
on brands' websites and brand identity design can give more about brand image.

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Funding the “Environmental protection” race

Time: 6/2022 – 7/2023

Detail:

Develop advertisements for “environmental protection” race competition, then run media on
social networking sites (facebook, youtube,…) and mass media with the Viettel logo.

Design posters, standees, and banners about Viettel along the tournament's run.

TOTAL WORD COUNT: 5092 words

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BIBLIOGRAPHY
1. Chu, Van. “Marketing Plan for Mobile Telecommunication Services to Attract Young

Customers of Viettel Cambodia.” 123docz.net, 2018, 123docz.net/document/7717171-

marketing-plan-for-mobile-telecommunication-services-to-attract-young-customers-of-

viettel-cambodia-company-vtc-in-cambodia-market-for-the-years-2018-.htm. Accessed 11

Jan. 2022.

2. Dan so org. “Dân Số Campuchia Mới Nhất (2021) - Cập Nhật Hằng Ngày.”

DanSo.org, 13 May 2017, danso.org/campuchia/.

3. Hoang, Anh. “Chiến Lược Kinh Doanh Của Viettel.” 123docz.net, 2018,

123docz.net/document/6007495-chien-luoc-kinh-doanh-cua-viettel.htm. Accessed 11 Jan.

2022.

4. metfone.com.kh. “Introduction.” Www.metfone.com.kh, 2021,

www.metfone.com.kh/en/about-us/introduction.

5. Minh, Hien. “Viettel Đặt Mục Tiêu Trong 5 Năm Tới Thành Công Ty Cung Cấp Dịch

vụ Số.” Baodientu.chinhphu.vn, 2020, baochinhphu.vn/Doanh-nghiep/Viettel-dat-muc-tieu-

trong-5-nam-toi-thanh-cong-ty-cung-cap-dich-vu-so/399669.vgp.

6. Nguyen, Hong, and Hanh. International Market Entry Strategy of Viettel Telecom

Corporation. 2013.

7. Nguyen, Long Thinh. “[TaiMienPhi.Vn] CDMA và GSM Có Gì Khác Biệt? So Sánh

Giữa CDMA và GSM.” Thuthuat.taimienphi.vn, 2018, thuthuat.taimienphi.vn/cdma-va-gsm-

co-gi-khac-biet-22727n.aspx. Accessed 11 Jan. 2022.

8. Nguyen, Thu. “Sự Khác Nhau Giữa CDMA và GSM 2022 - Công Nghệ.” Su Khac

Biet, 2019, sukhacnhau.com/cong-nghe/su-khac-nhau-giua-cdma-va-gsm/. Accessed 11 Jan.

2022.

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9. Nguyen, Tung Lam, and Cong Luan. Vu. “Chiến Lược Kinh Doanh Quốc Tế Của

Viettel.” Maneki.marketing, 4 Dec. 2021, maneki.marketing/viettel-international-business-

strategy/#cac-yeu-to-kinh-te. Accessed 11 Jan. 2022.

10. NguyễnNgọc Lâm, et al. NHIỆM vụ KHOA HỌC và CÔNG NGHỆ CẤP NHÀ

NƯỚC. 2018.

11. Tran, Long. “Tổng Số Thuê Bao Internet Di Động Tại Campuchia Giảm Do Dịch

COVID-19.” Ncov.vnanet.vn, 2020, ncov.vnanet.vn/tin-tuc/tong-so-thue-bao-internet-di-

dong-tai-campuchia-giam-do-dich-covid-19/79c2177f-970b-431a-a82e-33b6e845c54d.

Accessed 11 Jan. 2022.

12. Viettel Corporation. “Viettel’s Success – Illustration for the Strong Integration of

Vietnamese Enterprises | News.” International.viettel.vn, 2016, international.viettel.vn/news-

detail/viettel-s-success-illustration-for-the-strong-integration-of-vietnamese-enterprises.

Accessed 11 Jan. 2022.

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GROUP PARTICIPATION EVALUATION COURSE:

INTERNATIONAL MARKETING

TABLE OF INDIVIDUAL CONTRIBUTION

Participation
No Name Student ID
Level
1 Đào Thanh Hằng 19071351 100%
2 Hà Thị Lan 18071125 100%
3 Hồ Chi Mai 19071420 100%
4 Nguyễn Phương Linh 18071138 100%
5 Phạm Quỳnh Phương 18071206 100%
6 Hoàng Minh Thái 18071228 100%

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