VAN LANG UNIVERSITY

HONORS PROGRAM

COURSE NAME: ENTREPRENEURSHIP

COURSE: 232_72ENTR10083_02
SUPERVISOR: DR. NGUYỄN THỊ THÙY TRANG
ASSIGNMENT DUE DATE: 15/05/2024
 No Student name Student ID
1 Ngô Nguyễn Mỹ Dung 2273401150197
2 Nguyễn Hoàng Thuận 2273401151332
3 Võ Tấn Huy 2273402010188
4 Đinh Lê Nhật Huy 2275102050080
5 Nguyễn Nhật Huy 2273401150477

Contents
A. SITUATION ANALYSIS..............................................................................................3
1. Introduction..................................................................................................................3
B. ABOUT US...................................................................................................................3
1. Company name.............................................................................................................3
2. Company overview........................................................................................................4
3. Services.........................................................................................................................4
4. Target market...............................................................................................................4
5. SWOT...........................................................................................................................4
5.1. Strengths.....................................................................................................................4
5.2. Weaknesses.................................................................................................................5
5.3. Opportunities..............................................................................................................5
5.4. Threats........................................................................................................................6
C. COMPETITOR INFORMATION.................................................................................6
1. Our direct competitor information................................................................................6
2. SWOT of VinFast..........................................................................................................6
2.1. Strength................................................................................................................6
2.2. Weakness..............................................................................................................7
2.3. Opportunities........................................................................................................7
2.4. Threat...................................................................................................................7
D. MARKETING PLAN....................................................................................................8
1. Introduction of the marketing plan of E-CARE.............................................................8
2. The marketing field selected for E-CARE......................................................................9
3. Marketing goals for each platform throughout the campaign......................................10
4. 7Ps Analysis................................................................................................................11
4.1. Product...............................................................................................................11
4.2. Price....................................................................................................................11
 4.3. Place...................................................................................................................12
4.4. Promotion...........................................................................................................12
4.5. People.................................................................................................................12
4.6. Process................................................................................................................13
4.7. Physical evidence.................................................................................................13
5. Insight, big idea and key message................................................................................14
6. Roadplan.....................................................................................................................15
6.1. TikTok platform..................................................................................................15
6.2. Google AdWords.................................................................................................15
6.4. Company website................................................................................................16
6.5. Company app......................................................................................................16
E. BUDGET PLAN..........................................................................................................16
1. Budgets marketing......................................................................................................16
2. Control ability.............................................................................................................17
2.1. Control financial.................................................................................................17
2.2. Control strategy..................................................................................................17
Reference................................................................................................................................18
 A. SITUATION ANALYSIS
1. Introduction
All the industries in the world are trying to be more eco-friendly. And the
world of vehicles is not an exception, it is gradually changing to electric which means
the process of repairing and maintaining will be changed completely. However, there
are not yet many electric vehicle repair stores besides the ones from big manufacturers
like VinFast, and in fact, they are the only ones in Vietnam to have a maintenance
garage for their own vehicles.

Therefore, to solve those problems, our group has decided to come up with the
idea of E-Care - the repair, replacement, and maintenance store for every electric
vehicle. Besides that, we also have a rescue service and mobile charging stations in
emergency cases. Our vision is we want to become the leading EV vehicle company
in VN and gain a foothold in the market.

B. ABOUT US
1. Company name
E-CARE COMPANY
2. Company overview
Our company is a facility specializing in providing repair and replacement as
well as maintenance services for electric vehicles. In addition, we also have rescue
services and mobile charging stations for electric vehicles. Our company's mission is
to understand the needs of the market and thereby provide the market with high-
quality and professional products. Our vision is to become the leading electric vehicle
vehicle company in Vietnam, bringing customers the best experiences and gaining a
foothold in the market. Our company values customer reputation, particularly in
vehicle repair and maintenance services. We use quality spare parts and take
responsibility for the quality warranty. We offer affordable prices, ranging from low
to high segments, catering to all customers. Our customer vehicle is also a top priority.
Our staff is well-trained to answer questions quickly and conscientiously. We listen to
customer feedback and reviews, continuously improving and modifying our services
to provide better experiences for our customers.

3. Services
- Our primary service is the repair and replacement of damaged parts on electric
vehicles. This is the main activity and main source of income for our business.
- Besides, we also provide maintenance and periodic inspection services for
electric vehicles.
 - Moreover, we have rescue services and mobile charging stations to assist
electric vehicles in the event of an accident on the road.

4. Target market
Our target group of customers is electric vehicle users who need to replace and
repair their vehicles quickly and reliably, aged from 16 to 45, living in the city area of
Ho Chi Minh in general and Binh Thanh district in particular.

5. SWOT
5.1. Strengths
a) Modern technology system
Our repair facility is equipped with modern systems, machinery, and equipment
specialized for electric vehicle repair, ensuring products of good quality and
competitive prices.
b) Highly qualified staff
Our company has a team of staff and technicians who are highly trained in
professional qualifications, have extensive experience, and regularly update the latest
technology and techniques in the field of electric vehicle repair, Have a responsible
working spirit and professional service attitude.
c) Good quality products/services
Our company is committed to using only genuine components with clear
origins to repair, replace, and install customers' vehicles, to ensure product quality is
always the same. best when it comes to users. In addition, we also have a warranty
and after-sales policy for customers after using the repair service.
d) Convenient
Our company is the first facility that provides customers with a store
specializing in electric vehicle repair services on the market. Our store is located in
the densely populated city center, prime location, spacious and convenient store for
customers to easily find. Our company also has a 24/7 electric vehicle rescue service
that is very useful for customers who unfortunately encounter risks on the road.

5.2. Weaknesses
a) Lack of funds
In order to open a store in a prime location, the central area, the store needs to
be large and neat to attract customers, it requires a lot of capital. And since we are a
start-up business, our funds are very limited.
b) Reputation
We are a pioneering startup in the field of electric vehicle repair. The brand
recognition in the market for customers and the brand coverage of the VinFast brand
in the field of electric vehicles are so large that they can greatly affect the reputation,
brand recognition of the business, and the decision to choose our business as the basis
for repairing the customer's vehicle.

5.3. Opportunities
Changes in consumers' conversion to electric vehicles and manufacturers'
conversion to electric vehicles. The Vietnam Automobile Manufacturers Association
(VAMA) forecasts that Vietnam will reach the milestone of 1 million electric vehicles
around 2028 and about 3.5 million electric vehicles by 2040 (Lam, 2023).

Electric vehicle market demand is increasing, market trends are innovating on

global electric vehicle policies to help protect the environment. The output of electric
vehicles supplied to the market increases year by year. The number of electric
vehicles, including vehicles using purely electric engines and vehicles running both
electric and gasoline/diesel batteries, has exceeded 10 million vehicles in 2022, an
increase of 55% compared to 2021. As of the end of the year By 2022, there will be
more than 26 million electric vehicles in circulation globally, an increase of 60%
compared to 2021 (Anh, 2023).

5.4. Threats
a) Difficult competition
VinFast is a brand belonging to a large corporation, accounting for a large
market share in the electric vehicle segment in Vietnam as well as a system of electric
vehicle maintenance stores spread across the country. Therefore, we choose our
competitive field to repair and replace damaged parts of electric vehicles with more
reasonable prices and quick repair times.

b) Young people's habits of using electric vehicles

Although young people are potential customers of the electric vehicle industry,
them, owning their own ve still has many obstacles such as insufficient license plates
or incompatibility with vehicle usage habits. It's convenient for work and they often
choose to use electric vehicles through technology vehicle booking applications like
Xanh SM, which is more popular than owning a vehicle.

c) The electric vehicle industry is still young

The electric vehicle market in Vietnam and many other countries is only in the
early stages of development, leading to a limited number of electric vehicles in
circulation and the number of electric vehicle users. Therefore, the demand for repair
and maintenance for electric vehicles is not high, this is a big difficulty and greatly
affects our revenue and that of companies in this field.
 d) Growth of competitors
In today's market, after a period of time, the electric vehicle market has been
welcomed by more and more customers, leading to an increasing need for repair and
maintenance. This will promote the opening of more and more specialized repair
facilities for electric vehicles. Such a situation will greatly affect our customer base
because when customers need to use repair services, they will have more choices.

C. COMPETITOR INFORMATION
1. Our direct competitor information
VinFast, a subsidiary of Vingroup, has quickly become a pioneering auto brand
not only in Vietnam but also in the international market. Below is a SWOT matrix
about VinFast to better understand the strengths, weaknesses, opportunities and
challenges this company is facing compared to our business.
2. SWOT of VinFast
2.1. Strength
a) Strong financial support
VinFast is a subsidiary of the company system of VinGroup, so they benefit
from the Group's abundant financial resources, helping the company invest heavily in
research and development of assembly plants and facilities. maintenance, product
development, and marketing facilities.

b) Professional management
Thanks to the advantage of abundant financial resources, VinFast creates a
professional working environment and a systematic business management structure,
thereby attracting a team of internationally renowned staff and technicians with high
expertise. rich experience coming to work.

c) Extensive distribution system

As a large enterprise in the field of electric vehicle manufacturing, in addition
to owning a vehicle and component factory, VinFast also owns a nationwide sales and
maintenance distribution system with more than 200 dealers and showrooms.

2.2. Weakness
a) High product prices
Many customers, after experiencing VinFast's services, believe that
maintenance costs at their maintenance facilities are higher than other vehicle
manufacturers on the market, especially for engine replacement service items. copies
of spare parts and wear-and-tear parts such as wheels and wipers.

b) Waiting time
 Customers using maintenance services at VinFast often have to wait quite a
long time to receive and perform maintenance services here, due to the large number
of vehicles and the many-step procedure, in addition to the fact that customers
schedule appointments. Making an appointment in advance also does not fully
guarantee that their vehicle will be repaired quickly, leading to a situation where
customers arrive but still have to wait for a long time.

2.3. Opportunities
a) Market leader
Customer trends are increasingly starting to shift towards choosing electric
vehicles. Besides, manufacturing brands are also gradually switching to electric
vehicle production, especially VinFast is a typical representative of this trend. VinFast
is a leading company in the field of electric vehicle manufacturing, along with that
they own a chain of assembly factories and maintenance facilities across the country,
leading to customer access to vehicles with electricity more and more.

2.4. Threat
a) Growth of competitors
The electric vehicle market in Vietnam is only in the early stages of development,
leading to a limited number of electric vehicle users. Therefore, the need for repair
and maintenance of electric vehicles is not high. In addition, the emergence of electric
vehicle repair facilities like ours focuses on weak areas or areas where VinFast does
not have services. This is a big difficulty and challenge and affects VinFast's revenue
in the field of electric vehicle repair and maintenance.

D. MARKETING PLAN
1. Introduction of the marketing plan of E-CARE
To actualize the E-Care project, we had to brainstorm and develop solutions for
the marketing plan which will hugely affect the revenue and success. A well-defined
and targeted marketing campaign is essential for achieving your broader business
objectives. It enables you to measure and meet specific goals that range from
generating high-quality leads and enhancing brand awareness to increasing customer
value and improving your brand's referral rate. Without a clear goal, a campaign
becomes a futile expenditure, as you'll be unable to assess its impact or value. By
implementing a focused campaign, you can precisely outline its purpose, direction,
and vision. Whether at an individual or organizational level, these factors are crucial
for attaining success and demonstrating the significant impact you're making.

The marketing plan is a document that outlines all of the advertising strategies
to help our business reach its target market in a significant period by planning out the
including objectives, goals, strategies, and action programs. In the case of E-CARE,
our marketing campaign aims to accomplish the following objectives:
1. Increase brand awareness: We strive to enhance the visibility and recognition
of the E-CARE brand among the target audience.
2. Generate leads: Our campaign will focus on attracting potential customers and
gathering their information, converting them into valuable leads for your
business.
3. Attract new customers: By leveraging various marketing channels and
strategies, we aim to capture the attention of new customers and entice them to
choose E-CARE.
4. Increase customer value: We will employ tactics to not only acquire new
customers but also enhance the value and loyalty of existing customers, thereby
maximizing their long-term contribution to your business.
5. Improve SEO and Traffic: Our campaign will incorporate search engine
optimization (SEO) techniques to improve your website's visibility in search
engine results, driving organic traffic and increasing your online presence.
6. Increase conversion rates: We will employ strategies to optimize your
marketing funnel and improve the conversion rates of visitors into actual
customers, maximizing the efficiency of your campaign.
7. Increase brand engagement: Our efforts will aim to foster deeper connections
and interactions with your target audience, encouraging active engagement
with the E-CARE brand across various touchpoints.

By aligning our campaign with these specific goals, we will create a

comprehensive marketing strategy that delivers tangible results and contributes to the
overall growth and success of E-CARE.

2. The marketing field selected for E-CARE

We divided the marketing plan into two categories: digital marketing and
coupon promotions. Let's delve into each of these categories in detail.

Digital marketing encompasses various strategies aimed at promoting our

company. First of all, we employ digital marketing, which involves using interactive
activities to engage the audience and enhance their experience. Digital marketing
includes social media marketing and SEO which stands for search engine optimization
that will improve our website to increase its visibility in Google or Safari. By
optimizing our website, we aim to improve its ranking and attract more organic traffic.
To be more specific, our company refers to the use of the company website, and social
media platforms such as TikTok, Facebook, YouTube, and also Google Ads for
advertisement. Secondly, another marketing plan here is we will create coupon
promotions for customers whenever they visit or use the E-Care website or
application. Whenever customers engage with our platform, they will have the
opportunity to receive valuable coupons. These coupons can be redeemed for
discounts, special offers, or other incentives, thereby encouraging customer loyalty
and repeat business.

Digital marketing is generally more cost-effective and can be more targeted

than traditional marketing, that's the main reason that we preferred it. However,
traditional marketing can be more effective at reaching a larger audience. Nowadays,
modern life has been improved with many technology investments and the Internet
has taken an important role in how the marketing world works since the technology
era 4.0. There was a case study in Jordan about the effect of digital marketing on
purchasing decisions. The main idea of the case study “The Effect of Digital
Marketing on Purchasing Decisions: A Case Study in Jordan” is to investigate the
impact of digital marketing on consumer purchasing decisions. The study found that
digital marketing platforms, particularly social media, and mobile marketing,
significantly influence the purchasing decisions of consumers in Jordan. The research
suggests that businesses should leverage digital platforms to increase brand awareness
and remain competitive in the modern commercial environment. It also highlights the
variety of product categories purchased by customers on these platforms. This study
provides valuable insights for businesses looking to optimize their digital marketing
strategies. Therefore, digital marketing is the better way to advertise because of its
efficiency over price, ease of attracting buyers, and it allows businesses to reach a
global audience.

Therefore, we will introduce and explain in detail how these plans work and
how these strategies would attract the company’s target customers in the following
sections.

3. Marketing goals for each platform throughout the campaign

Setting clear goals for each advertising segment is of utmost importance. To
begin, we compiled a comprehensive list of platforms that require our attention.
Subsequently, we placed significant emphasis on establishing both business goals and
marketing goals. These goals serve as guiding principles for our advertising efforts.
Furthermore, we identified and defined specific target metrics that are essential for
measuring the progress towards our goals and ensuring their visibility. By aligning our
objectives with quantifiable metrics, we can effectively track our performance and
make data-driven decisions to drive success.
 Figure 1: E-Care’s marketing objectives & goals board.

Presenting about social media platforms such as Facebook and YouTube, we

aim on the improvement of brand recognition, therefore getting the awareness of
target customers by watching the index of followers' growth, likes, and comments and
to get the numbers of website visitors, store footfall, and service utilization. Besides
that, nowadays TikTok is a platform that provides a wonderful land for content
creators to become more well-known. For that reason, we could advertise E-Care in
creative ways that suit the target customers to keep our clients happy and create their
loyalty to the company so the metrics that we need to focus on are the reach and
engagement of customers. Furthermore, investing in Google Ads can positively
influence potential customers to find us, and to follow it we must know about the
traffic and click-through rate of the advertisement. About our website, the ultimate
goal here is to sell our services as much as possible so that the metrics of interactions,
new and returning visitors, and bounce rate are the elements that we care about.
Therefore, through Google Ads and the E-Care website, our marketing goal is to
consume an acceptable amount of conversion after customers have clicked and visited
the link of advertisements. Finally, the E-Care application will help us to maintain the
relationship between customers and the brand to keep and increase the consumer rate
by improving customer satisfaction.

4. 7Ps Analysis
To figure out the internal and external analysis, we have used the 7Ps Analysis
method to introduce a piece of clear and detailed information about E-Care overview,
infrastructure, and the advantages that we have. The 7Ps of E-Care are product, price,
place, promotion, people, promotion, and physical evidence, this is a foundation
model in marketing that helps our business define the tactics to make the marketing
plan happen. Therefore, it refers to the tactics that we have to satisfy customer needs
and position our offering clearly in their mind.
4.1. Product
First of all, the product segment refers to what our company produces and is
developed to meet the core needs of customers. Therefore, the challenge here is to
create the right benefits that meet this need, improve the offering, and create new
versions of existing products on the market. For those reasons, we provide the services
of repair and replacement, maintenance, and mobile charging stations for every
electric vehicle type. These services are not new but the special point that helps us to
stand out is that we accept all types of electric vehicles anywhere, anytime which can
provide peace of mind for our customers when they are traveling on the road.

4.2. Price
Secondly, the next P represents Price which is the only revenue-generating
element of all other marketing activities. Therefore, it hugely takes an important place
in this method, we want to get the right price to not only cover costs but generate
profit. Before setting prices, we researched the information on what customers are
willing to pay and gained an understanding of the demand for our services in the
market. As price is also a strong indication of the positioning in the market against
competitors so prices need to be set with competitors in mind too. We have set the
price for our services from 70 000 to 5 000 000 VND depending on what service our
customers are using. In particular, E-Care always offers high-quality products at an
affordable price to meet customer satisfaction and also to compete with other
competitors.

4.3. Place
Thirdly, the place is where customers make a purchase. Therefore, this might
be in a physical store, through an application, or on a website, the decisions to be
made in the segment concern which intermediaries will be involved in the distribution
chain and also the logistics behind getting the services to the end customer, including
storage and transportation. We divided the purchase segments into two different ways
for customers convenience which are online channels and direct channels. With an
online channel, we created the E-Care website and application for those who want to
save time by just having to go to the Internet and have a look at the services and
products. However, the need for direct support is always there so the physical store
would be prioritized the most, we decided to build our main garage in the Binh Thanh
district which is located in a central location of Ho Chi Minh City. Besides the
location.

4.4. Promotion
 Fourthly, the promotions influence consumers to buy products and services as
quickly as possible. These usually come with an incentive, such as a lower price or a
free offering. Besides that, promotions typically have time limits which create a sense
of urgency in buyers. In advertising, we created multi-channel marketing and
personalized experiences through company applications. Besides that, we would bring
out lots of sales promotions for customers such as discounts periodically and for
members. Furthermore, giving vouchers to clients after they use the services is also a
great strategy to follow.

4.5. People
Fifthly, a company’s people are at the forefront when interacting with
customers, taking and processing their inquiries, orders, and complaints in person,
through online chat, and on social media. They frequently interact with customers
throughout their journey and become the face of the organization for the customer.
Their knowledge of the business’s products and services and how to use them, their
ability to access relevant information, and their everyday approach and attitude need
to be optimized. People can be inconsistent but with the right training, empowerment,
and motivation by a company, they can also represent an opportunity to differentiate
an offering in a crowded market and to build valuable relationships with customers.
We focus on young repair engineers because of the energetic trade that they have,
besides that, the young generation can easily update on the most modern technology.
Furthermore, aiming to improve employees’ skills to maximize their job satisfaction is
also one of our priorities.

4.6. Process
Sixthly, every company wants to create a smooth, efficient, and effective
experience for their customers, therefore, this can not be achieved without the right
processes behind the scenes to make that happen. Understanding the steps of the
customer journey helps us to consider what processes need to be in place to ensure the
customer has a positive experience. To achieve that goal, E-Care would like to import
authentic spare parts from renowned brands for repairing customers’ vehicles at the
best prices possible, in this way, our reputation would be more trustworthy and
recognizable to the customers.

4.7. Physical evidence

Finally, physical evidence provides tangible cues of the quality of experience
that a company is offering. It can be particularly useful when a customer has not
bought from the organization before and needs some reassurance, or in our case is
expected to pay for services before they are delivered. Therefore, we want to
emphasize this experience by investing in the quality of E-Care’s garage. We also
focus on the quality of the station by providing every royal and high-quality
infrastructure in the garage which would improve customer experience.

Figure 2 and 3: The reception area & the repair area of E-Care.

5. Insight, big idea and key message

Among the enormous varieties of products with similar characteristics, if a
business wants to stand out in the market they have to think outside of the box to
create its own “key message” that the product or service can truly inspire and touch
the customer’s heart. Especially, to smoothly bring the message to customers, we had
to brainstorm and figure out the marketing process including the Insight, Big idea, and
Key message. First of all, Customer Insight is a phrase that describes the customer's
behavior, hobby, and demand for the services that we are providing, this helps us to
clearly understand the user’s persona. Our insight is that “Customers using electric
vehicles have difficulty finding a reputable car repair place with high-quality service.”
Through this statement, we can easily understand that our target customers are those
who have problems finding replacements for their electric vehicles, however, some
garages could provide the service, but with E-Care, we upgraded the service to
another level with high-quality performance and experience for customers by bringing
them the most convenience service of fixing electric vehicles. Secondly, at the
beginning when we started to imagine the target customer segment based on customer
insight, there were lots of ideas that popped up in our head, therefore we needed to
figure out the next step which is called “Big idea” - break out the most specific,
outstanding and suitable ideas for the company to locate the future achievements.
Because of it, we bring out the statement “E-Care supplies 24/7, outstanding
automobile solutions at low pricing for all models. These are the main ideas that we
can provide for our customers, our services always appear anywhere, anytime when
customers need us which can create a relaxed feeling in their mental health while
driving. Last but not least, E-Care must have the core message that our brand wants to
convey to target customers, making them hear and remember it, and this message is
also known as the “Key message”. It creates meaning and gives title to the issues our
company wants to discuss which is “Đồng hành cùng bạn, vạn dặm đường xa.” We
wrote the statement in Vietnamese because this country is the first and the main
market that we wanted to target, it means that E-Care will accompany with you on
every single road. We want customers to know that we will commit to them all the
time and always be the best road assistance for them on the road.

6. Roadplan
A marketing roadmap is a plan and timeline for finishing the business’s project
or campaign. Therefore, like any other roadmap, it should have a clear starting point,
project milestones, and deadline. E-Care’s marketing campaign is going to start on 1st
August and will be finished by 31st October 2024. This road plan will mainly focus on
the keywords “repair; affordable prices; any type”, these words will come along with
quotes such as “Pick E-Care, peace of mind about the price.”, “Repairing service with
affordable price in Ho Chi Minh City.”,...

6.1. TikTok platform

For the TikTok platform, we set the period from 01/08/2024 to 31/09/2024 to
focus on creating content related to sharing knowledge about using electric vehicles in
a fun, trend-appropriate. By doing this activity, E-Care could get more attention and
convert it into real interactions when viewers love the content and want to try our
services.

6.2. Google AdWords

 Moreover, the SEO/Google AdWords campaign will be placed from
01/08/2024 to 31/10/2024, this category works to get our site higher in the organic
rankings so that our rank for customers typing queries applicable to our content. Ads
allow us to target particular keyword phrases and then create an ad that promotes our
site and content for those using those keywords. We tend to use short but meaningful
keywords such as “Cheap repair service” or “Electric vehicle garage”. The reason for
this campaign is that we want to increase brand visibility to customers, increase
organic traffic, and attract target customers. Furthermore, it helps E-Care to save
marketing budget.

6.3. YouTube
Besides that, YouTube is also a potential platform for us to run the marketing
campaign that will take place from 01/08/2024 to 31/10/2024. YouTube is a social
media platform that allows us to upload short to long videos about whatever we want,
and what E-Care wants is we will produce short clips under 10 seconds to introduce
customers to the brand. Therefore, the business could reach many potential customer
groups based on Demographics, and another reason is that about 90% of YouTube ads
are seen so our brand image could possibly get deeper into customer’s minds.

6.4. Company website

One of the easiest and effective ways to attract customers is through the
company’s website because this is a place where we can connect with customers, let
them know the hottest news and promotions. Furthermore, we can contact them more
easily for their opinions on the services. Moreover, new customers who have not
downloaded the application can make an appointment with the garage via the web or
check the price before coming to the store to use the service. In addition, the website
will also include information about the business so that partners and customers can
better understand the business.

6.5. Company app

Finally, the most direct way to do marketing is using our own company’s app.
Our platform prioritizes customer-brand relationships and caters services to registered
members. Customers can track repair progress and view earned points on the app,
which can be redeemed for vouchers. Alongside its primary function of assisting users
in tracking their vehicles, we will also put some notifications of when should the
customers bring their vehicle to the store for maintenance, as well as they can book
appointments or chat with us via the app. This will help to foster customer loyalty
towards the brand and keep the connection between brand-customers.

E. BUDGET PLAN
 1. Budgets marketing
Our marketing plan will have a total budget of 470,000,000 VND. Within this
budget, we have allocated 20,000,000 VND for the Facebook platform. Our goal on
Facebook is to reach 400,000 users and publish 30 posts per month. Additionally, we
will invest in advertising, create a free fan page, develop engaging articles, and design
captivating images to enhance our presence on this platform.

For the TikTok social network, we have set aside 4,800,000 VND. Our aim is
to reach 100,000 users and produce 128 content pieces, including 20 video clips, every
month. This investment will help us effectively engage with the TikTok community
and increase brand visibility.

We will optimize our web presence through the Google Ads (SEO) platform,
and this will not incur any additional costs. The annual fee for this platform is
10,000,000 VND, and we will focus on enhancing our website's search engine
optimization to drive organic traffic and improve our online visibility.

To develop our company's website, we have allocated 3,600,000 VND. Our

objective is to create a user-friendly website that offers a variety of payment options,
ensuring convenience for all customers and facilitating seamless transactions.

The Company app platform is a significant investment, with a budget of

400,000,000 VND. This includes an annual maintenance cost of 15%. Through this
platform, we will develop applications for consumers' smart devices, allowing them to
easily monitor our latest offers, receive status notifications, and stay connected with
our brand. This investment will enhance customer engagement and loyalty.

Lastly, we will leverage the YouTube platform to showcase our products and
services in detail through creative and compelling videos. We estimate that 200,000
views on this platform will generate approximately 30,000,000 VND in revenue.
Utilizing YouTube will enable us to create brand awareness, establish credibility, and
engage with a wide audience while promoting environmental sustainability.
By utilizing these communication platforms effectively, we aim to build a
strong brand presence, connect with our target audience, and demonstrate our
commitment to customer satisfaction and a sustainable future.

2. Control ability
2.1. Control financial
We divide it into 2 ways of managing how to communicate and advertise the
brand to customers.
 First, the social networking platforms are Facebook and TikTok. These are
platforms where our business staff can manage and build brand images to spread to
potential customers. And this is also a place for the company's employees to create
content confidently. Besides, it can also help the company reduce the economic part of
managing how to convey this communication information to everyone.

The other way is that we will link with a second party to be able to manage
media platforms outside our field such as Google (ads), the company website, the
company app, and YouTube. Because these platforms require high expertise, the cost
of advertising strategies can also be high. Therefore, we choose to link with an
external agency so that we can optimize the creative content on that platform and they
can save costs when running media on these platforms.

2.2. Control strategy

To control the campaign effectively, our business has used measures such as:
SWOT: SWOT analysis helps our business to generally evaluate the strengths,
weaknesses, opportunities, and challenges that our business will face. From there, we
determined our current position in the market, aware of the competitive advantages
and limitations that must be overcome. Based on that, we build business strategies
suitable to our capabilities. Besides, the SWOT strategy also helps us limit the risks
encountered to improve competitiveness in the market. Thanks to that, our business
creates a sustainable competitive advantage by maximizing its strengths and limiting
its weaknesses.

7PS: helps us clearly understand the needs of potential customers that the
business is targeting. When understanding the needs, our business can easily offer
suitable products and services to best meet them. In addition, this is also an important
factor that helps our businesses build effective business strategies, and attract and
meet the exact customer needs they desire. Not only that, this model also helps us
optimize production activities and save costs. Thereby creating opportunities for
sustainable development, gaining competitive advantages compared to businesses in
the same field in the market, and building long-term relationships with customers.

2.3. Control marketing plan

We control the marketing plan by using measurement indicators, thereby
evaluating the effectiveness or not of the campaign. Identify which activities are
effective and which need to be improved. We have identified the goals before starting
the analysis, the business has selected the metrics appropriate to the communication
strategy on those platforms, to effectively control the marketing plan. In addition,
tracking metrics also helps us evaluate progress in implementing plans, and promptly
adjust strategies to avoid risks and ensure achievement of set goals. Through data
from metrics, our businesses objectively measure and evaluate effectiveness, easily
grasping the performance of campaigns.

Reference

Lâm, H. (2023, August 17). Cơ hội và thách thức của thị trường xe điện tại Việt Nam
trong xu thế “di chuyển xanh.” Automotive - Thông Tin, Hình Ảnh, Đánh Giá Xe
Ôtô, Xe Máy, Xe Điện | VnEconomy. https://vneconomy.vn/automotive/co-hoi-va-
thach-thuc-cua-thi-truong-xe-dien-tai-viet-nam-trong-xu-the-di-chuyen-xanh.htm

Anh, H. (2023, August 6). Việt Nam đã có hơn 20.000 ôtô điện. Báo Lao Động.
https://laodong.vn/xe/viet-nam-da-co-hon-20000-oto-dien-1225551.ldo#:~:text=Hi
%E1%BB%87n%20nay%2C%20Vi%E1%BB%87t%20Nam%20c%C3%B3,ty%20C
%E1%BB%95%20ph%E1%BA%A7n%20%C3%94t%C3%B4%20TMT