MINISTRY OF EDUCATION AND TRAINING

HOA SEN UNIVERSITY

FACULTY OF ECONOMICS - BUSINESS
------------

FINAL GROUP REPORT

DIGITAL MARKETING PLAN FOR VINFAST

VF9 ELECTRIC CAR MODEL

Subject: Introduction To Digital Marketing

Lecturer: Bùi Anh Dũng
Class ID: 1149
Group: 6 (SPAGHETTI)
Members list: Bạch Khánh Phát
Võ Thị Ngọc Phụng
Đặng Nguyễn Lan Anh
Nguyễn Thu Ngân
Trương Võ Đình Nhã

Semester 2331 – Ho Chi Minh city – December 2023

 MINISTRY OF EDUCATION AND TRAINING
HOA SEN UNIVERSITY
FACULTY OF ECONOMICS - BUSINESS
------------

FINAL GROUP REPORT

DIGITAL MARKETING PLAN FOR VINFAST

VF9 ELECTRIC CAR MODEL

Subject: Introduction To Digital Marketing

Lecturer: Bùi Anh Dũng
Class ID: 1149
Group: 6 (SPAGHETTI)
STUDENT
NO. NAME CONTRIBUTION
ID
1 22115121 Bạch Khánh Phát 100%
2 22114219 Võ Thị Ngọc Phụng 100%
3 22106193 Đặng Nguyễn Lan Anh 100%
4 22114491 Nguyễn Thu Ngân 100%
5 22111601 Trương Võ Đình Nhã 100%

Semester 2331 – Ho Chi Minh city – December 2023

 TABLE OF CONTENTS
I. INTRODUCTION ....................................................................................................... 1
II. VINFAST VF9 DIGITAL MARKETING PLAN ....................................................... 1
1. Digital marketing goals and business objectives ......................................................... 1
1.1. About VF9 ........................................................................................................... 1
1.2. Business objective ................................................................................................ 1
1.3. Marketing Objective ............................................................................................ 2
2. Audience segmentation and buyer personas ................................................................ 3
2.1. Target audience and segmentation ....................................................................... 3
2.2. Business model .................................................................................................... 3
2.3. Customer personas ............................................................................................... 4
3. Competitive analysis and Market share ....................................................................... 4
3.1. Competitors have the same market segment as VinFast VF9.............................. 4
3.2. Perceptual map ..................................................................................................... 5
3.3. Compare with direct competitors ......................................................................... 5
3.4. Determine market share ....................................................................................... 7
4. SWOT analysis ............................................................................................................ 7
5. Digital marketing channels .......................................................................................... 8
6. Develop your digital marketing strategies and tactics ................................................. 9
6.1. Website ................................................................................................................ 9
6.2. Search Engine Optimization (SEO) ..................................................................... 9
6.3. Email Marketing .................................................................................................. 9
6.4. Social Media (Facebook, Instagram, TikTok) ................................................... 10
6.5. Influencer Marketing ......................................................................................... 10
6.6. Content Marketing ............................................................................................. 11
6.7. Video Marketing ................................................................................................ 11
6.8. Overall measurement metrics ............................................................................ 12
7. Marketing calendar and KPIs measurement (click to see more clearly) ................... 12
7.1. Content plan ....................................................................................................... 12
7.2. Calendar and KPIs measurement ....................................................................... 13
8. Digital marketing plan budget ................................................................................... 14
9. VF9 Landing Page ..................................................................................................... 14
III. CONCLUSION.......................................................................................................... 14
IV. REFERENCES .......................................................................................................... 15
V. APPENDIX A ............................................................................................................ 16
VI. APPENDIX B ............................................................................................................ 17
I. INTRODUCTION
In the context of the constantly developing auto industry, the rise of electric vehicles is
increasingly proving its advantage in the auto industry as it has grown by leaps and bounds in recent
years. In the Vietnamese market, Vinfast cars have recognized the importance of this change and are
ready to make a significant impact after many upgrades with their latest electric car model "Vinfast
VF9". To ensure the success of VF9 in the Vietnamese market, which is highly competitive with
gasoline cars, a strong and well-designed digital marketing plan is a very important step.
This digital marketing plan of Vinfast aims to leverage the power of the digital channels it
owns as well as technologies and strategies to build a strong online presence to attract audiences.
target audience and raise awareness of customers wishing to own VF9. According to Google's
preliminary survey, up to 92% of Vietnamese consumers use digital channels to find out information
about products, engage with brands and make purchasing decisions. That's why a comprehensive
digital marketing strategy is crucial to effectively reach and impact your target market.
Through a strong digital strategy, the plan will ignite awareness, connect with drivers and
position VF9 as a leader in the automotive electrification landscape.

II. VINFAST VF9 DIGITAL MARKETING PLAN

1. Digital marketing goals and business objectives
1.1. About VF9
VF9 - VinFast's flagship 7-seat SUV in Eco and Plus versions. Combining sophisticated
design, advanced tech, and attention to detail, it delivers a classy driving experience. The
aerodynamically optimized, aggressive appearance is a result of collaboration with Pininfarina. With
a Virtual Assistant and smart services, VinFast ensures a modern driving experience, complemented
by an advanced assistance system for a relaxed journey towards a better future.
1.2. Business objective
(See Appendix A for calculation of VF9 sales volume in 2023, expected sales in 2024 and
growth rate)
Specific:
Increase the number of VF9 cars to be sold in 2024.
Measurable:
The number of VF9 cars sold in 2024 is 4800. There are 1348 cars (39,05%) more than sales
in 2023 (3452 cars from March to December).
Achievable:
We continue to maintain the average number of VF9 car sales per month at 400 in 2024.
Although there has not been much change compared to the second half of the year over the same

1
period, the number of cars in the first months has improved compared to 2023. The growth rate
compared to 10 months of the same period in 2023 (from March to December) is 15,87%.
=> The number 15.87% is at a moderate level compared to the growth percentage of
each quarter, so this goal can be achieved. This is supported by the notable surge in electric car
deliveries, with a remarkable 436% increase in the second quarter of 2023 (Huyền, 2023a) and a
continued upward trend of 5% in the third quarter, indicating a positive market trajectory (Huyền,
2023b).
Relevant:
Increase VF9 car sales in 2024 to enhance VinFast's revenue and profitability. Simultaneously,
expanding VinFast's market share in electric cars within Vietnam, thereby elevating brand recognition,
reputation, and product quality in the market.
Timely:
From 1/1/2024 to 31/12/2024.

1.3. Marketing Objective

Specific:
Increase traffic to VF9 car website in 2024.
Measurable:
Achieving 278,100 visits to the VF9 car website in 2024.
Achievable:
Based on data from SEMrush, the average number of visits to VF9 sites per month is about
12.000. From there, calculate the purchase conversion rate of 2.88% for the VF9 car in 2023 by
dividing the number of car sales by the number of visits. Based on that rate (2.88%) and expected
sales in 2024, the total number of visits needed in 2024 is 166.860. (See Appendix B for data from
SEMrush and calculation of the purchase conversion rate)
The average number of visits per month in 2024 is about 13.905 (15,87% more). This
number is a moderate growth rate, which can be achieved through online marketing campaigns,
search engine optimization (SEO), and social media engagement effectively drive traffic to the VF9
car website.
Relevant:
Increasing website traffic is crucial for raising awareness, attracting potential customers, and
supporting the overall sales and revenue targets for the VF9 car.
Timely:
From 1/1/2024 to 31/12/2024.

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2. Audience segmentation and buyer personas
2.1. Target audience and segmentation
From the beginning, Vinfast has positioned its VF9 car line in the E-SUV segment (VnExpress,
n.d.-a). Based on segment, selling price can be divided into VF9's target audience as:
Geography
• Area: Vietnam; especially large cities: Hanoi and Ho Chi Minh City
• High population density: Ho Chi Minh City's population density is 14.73 times higher than
the country's population density and Hanoi's population density is 8.2 times higher than the
country's population density.
Demographic
• Age: 35 years old or older, this is a group of customers with high, stable income and a need
to use high-end electric cars.
• Gender: All gender.
• Income: VF9 customers have high incomes. These are individuals and families who are
qualified to buy and take care of their beloved cars.
Mentality
• Care about quality and comfort: VF9 users want to own a car with luxurious design,
spacious and comfortable interior, powerful engine, and smooth operation.
• Desire to own high-tech products: They appreciate the smart, modern features of the car,
such as ADAS driving assistance system, infotainment system,...
Behavior
• Use a car regularly: need to use the car every day to go to work, go on business trips, travel,
etc.
• Appreciate safety features: Customers want to own a car with a modern safety system that
can protect them and their family members in case of an accident.
Based on the above factors, the target market of the VF9 car line in the Vietnamese market
can be divided into 2 segments:
Business segment: This is the customer segment with high income, who regularly uses cars,
cares about quality, comfort, and wants to show class.
Household segment: This is the customer segment with large families, interested in comfort,
safety, and wanting to experience new technology.
2.2. Business model
Not choosing the same direction as its previous brother, VF8, with a business model
combining B2B and B2C (Hà, n.d.), in the new car line VF9, Vinfast applies a business model mainly
B2C (Business-to-Consumer). Vinfast will produce and distribute products directly to end consumers.

3
The introduction of a B2C business model is based on sales factors. It can be seen that from its launch
until now, no business in Vietnam has purchased and used VinFast VF9 for business purposes, so
currently VF9 is only at the B2C business model level. This model helps VinFast build close
relationships with customers, create cohesion and gain customer loyalty, thereby boosting sales..
2.3. Customer personas

Segmentation Business Household

Name Bui Thanh Do Le Cam Trang

Age 32 37

Income 100 million VND/month 100 million VND/month

Job CEO ThinkZone Ventures

Location Hanoi Hanoi

Prioritize Quality; Convenient; Technology; Quality; Convenient; Technology;

Safe Safe

Target Show class; Make a good impression Bring the whole family together
with partners through trips and picnics

Challenge Time is tight The price is affordable but still

Takes a lot of time for work ensures environmentally friendly
criteria

Interest Tourism; Play golf Shopping; Tourism

Social network LinkedIn Facebook, Instagram

Pain point Spend a lot of time driving Some features of the ADAS driving
Lack of charging stations if the assistance package have not yet been
number of electric vehicle users activated, some software still needs
increases to be updated.

Desired Luxurious design, gorgeous interior; Self-driving features and enhanced

products/features Self-driving feature multimedia entertainment system
(Tn, 2023)

3. Competitive analysis and Market share

3.1. Competitors have the same market segment as VinFast VF9
With a rapidly growing population, the middle class is expanding with a greater awareness of
environmental protection. Vietnam is considered to be a strategic market for many electric car
manufacturers. When talking about electric cars in Vietnam, we cannot help but mention VinFast
Vietnam's first electric car company.
In addition, Vietnam has implemented a policy of bringing registration fees for battery-
powered electric cars to 0% within 3 years from March 1, 2022. The above advantages have helped

4
Vietnam become a potential electric car market for many of the world's leading car manufacturers.
They are causing Vinfast to face the risk of facing many competitors right at home.
VinFast VF9 is currently competing directly with the following competitors:
Volkswagen ID.4 Tesla Model 3 Kia EV6
Audi e-tron GT Hyundai Ioniq 5 Mercedes-Benz EQS

The car models listed above are all competitors with the same target segment and target
customers as VinFast VF9 in the Vietnamese market. (Cường, 2022)
3.2. Perceptual map

Figure 1: Perceptual map of electric car brands (made by student)

3.3. Compare with direct competitors
After considering the basic factors, we chose two car models: Hyundai Ioniq 5 and Mercedes-
Benz EQS as direct competitors with VinFast VF9.
• Basic technical parameter:

Parameter VinFast VF9 Hyundai Ioniq 5 Mercedes-Benz EQS

Version Plus Prestige 500

Engine type 1 Electric Motor 1 Electric Motor 2 Electric Motors

Dimensions length x 5.118 x 2.254 x 4.635 x 1.890 x 5.130 x 1.955 x 1.727

width x height (mm) 1.696 1.605

Wheelbase (mm) 3150 3000 3200

Number of seats 6 or 7 5 7

Battery capacity (kWh) 92 72,6 108,4

Fast charging time from 26 18 31

10%-80% (minutes)

Acceleration time from 6,5 7,4 5

0-100 km/h (seconds)

5
 • Compare business strategies:

VinFast VF9 Hyundai Ioniq 5 Mercedes EQS SUV

Listed price 1.685.000.000 VNĐ 1.450.000.000 VNĐ 4.999.000.000 VNĐ

Audience Targeting a group of Targeting customers Targeting customers

segmentation customers who want to interested in technology with middle income or
own and be proud to and low emissions. And higher, especially
have a car product the customer group likes interested in electric
"Made in Vietnam" sports utility vehicles vehicles and
(crossovers) environmental protection

Brand With the philosophy of For Hyundai, a car is not Mercedes-Benz's brand
personality "Putting customers at the only a means of personality combines
center", VinFast is transportation but also a luxury and efficiency,
constantly innovating to living space with precision and prestige.
create classy products convenience and
and excellent comfort, a slogan that
experiences for speaks to the spirit of the
everyone. VinFast wants manufacturer and is also
to pioneer the a pretty great
development of the advertisement with
automobile language.
manufacturing industry
in Vietnam.

Strength VF9's biggest home The fast charging ability Mercedes-Benz EQS is
advantage in the of Hyundai Ioniq 5 is equipped with a
Vietnamese market is superior to the other two powerful electrical
thanks to its charging competitors with only 18 system with 2 motors,
infrastructure and minutes. Helps reduce providing outstanding
charging points, which waiting time and power and speed, and
are more fully equipped increase convenience for impressive travel
than the other two customers distance.
competitors.

Weakness Vinfast is a young auto Despite the advantage of As a luxury car model,
brand, not yet widely fast charging, finding the price of the EQS is
recognized in the charging points remains quite high compared to
domestic and a challenge. Inadequate the other two
international markets and unevenly developed competitors, so the user
compared to two strong charging infrastructure market is still limited.
competitors Hyundai across all regions limits
and Mercedes-Benz. the Hyundai Ioniq 5's
usability.
(Hyundai, n.d.; Mercedes-Benz, n.d.; VinFast, n.d.; VnExpress, n.d.-b)

6
3.4. Determine market share
The electric car market in Vietnam is rapidly growing due to increasing environmental
awareness and government support. According to BMI Research, the market is expected to exhibit
strong growth potential in 2023, with an anticipated average annual increase of 25.8% in electric
vehicle sales from 2023 to 2032. Notably, VinFast holds a dominant position, claiming over 50%
market share in 2022. The entrance of major global brands like Tesla, Audi, Mercedes-Benz, and
Hyundai, along with the emergence of electric taxi company GSM, is expected to further boost
VinFast's sales in 2023. (Báo Hà Tĩnh, 2023; Kinh tế Chứng Khoáng, 2023; Vũ, 2023)

4. SWOT analysis
• Strengths
VinFast's Hai Phong plant, equipped with automated production lines, produces competitive
electric cars with a focus on quality and affordability. Their modern, energy-efficient models cater to
domestic and international markets. With an extensive distribution network, attractive policies, and
customer-centric after-sales services, VinFast has rapidly deployed over 1000 charging stations
across all 63 provinces, showcasing a deep understanding of consumer needs.
• Weaknesses
Being a new player in the automotive industry, VinFast lacks experience, potentially leading
to shortcomings in design, production, and operation of electric cars. The cost of VinFast electric cars
remains relatively high compared to the market average, posing a challenge in competing with other
established brands. Public skepticism may exist, with some Vietnamese citizens expressing doubts
about domestic products.
• Opportunities
The growing global demand for eco-friendly electric cars is a key opportunity for VinFast in
Vietnam. Partnerships with ProLogium, Cerence, and ZF enhance production capabilities, allowing
VinFast to capitalize on innovations in battery, AI, and driving assistance tech. Supportive
government policies, like reduced import taxes and incentives, further contribute to VinFast's cost
advantages and heightened competitiveness.
• Threats
Intense competition from well-established global electric car brands like Toyota, Hyundai,
Volkswagen, and Chinese brands poses a significant threat to VinFast. Rapid advancements in electric
car technology, with competitors frequently introducing new models with enhanced features,
necessitate continuous innovation from VinFast to meet consumer demands. Adaptation to changing
consumer preferences, as well as compliance with new regulations and policies from local and
international authorities, presents challenges for VinFast.

7
5. Digital marketing channels
Website
The official VinFast website serves as the cornerstone of the digital marketing strategy for
VF9. It provides a centralized hub for potential customers to access detailed information, explore
features, and take desired actions such as scheduling test drives or submitting inquiries.
Search Engine Optimization (SEO)
SEO is crucial to ensure that the VF9 is easily discoverable by individuals actively searching
for electric vehicles online. By optimizing website content and leveraging relevant keywords, VinFast
can enhance its search engine rankings and increase organic traffic.
Social Media (Facebook, Instagram, TikTok)
Social media platforms, including Facebook, Instagram, and TikTok, offer a dynamic space
for engaging with diverse audiences. These channels allow VinFast to showcase VF9 through visually
appealing content, connect with potential buyers, and tap into different demographics.
Email Marketing
Email marketing plays a vital role in nurturing leads and maintaining a direct line of
communication with potential VF9 customers. Through segmented campaigns, VinFast can deliver
personalized content, promotions, and updates directly to the inboxes of interested individuals.
Influencer Marketing
Collaborating with influencers in the automotive and electric vehicle space provides VinFast
with an opportunity to reach a broader audience. Influencers bring credibility and authenticity,
showcasing VF9 features to their followers and potentially influencing purchase decisions.
Content Marketing
Content marketing, including blog posts, articles, and infographics, allows VinFast to educate
potential customers about VF9's technology, benefits, and unique selling points. It establishes VinFast
as an authority in the electric vehicle market and improves SEO.
Video Marketing
Video content is a powerful tool for providing immersive experiences and demonstrating
VF9's features. With engaging product walkthroughs, test drive videos, and behind-the-scenes
footage, VinFast can capture and maintain the attention of a visually-oriented audience.

8
6. Develop your digital marketing strategies and tactics
6.1. Website
Strategy: Enhance the VinFast VF9 online presence, provide detailed information, and create
a seamless user experience.
Tactics:
• User-Friendly Design: Ensure a responsive and visually appealing website design, optimizing
for both desktop and mobile users.
• Detailed product information: Showcase VF9 features, specifications, and benefits, along with
high-quality images and videos.
• Clear Calls-to-Action (CTAs): Implement prominent CTAs to guide visitors toward test drives,
inquiries, or brochure downloads.
• Fast Loading Speed: Optimize the website for quick loading times to improve user experience
and SEO ranking.
• Chat Support: Integrate a live chat feature to assist visitors in real-time and address any queries
they may have.
Measurement metrics: Website traffic (the number of visitors to the VF9 product page);
Conversion rate (requesting a test drive, sending message, etc.); Bounce rate.
6.2. Search Engine Optimization (SEO)
Strategy: Improve VF9's search engine visibility, ranking, and organic traffic.
Tactics:
• Keyword research: Identify relevant keywords related to VF9, electric cars, and VinFast's
brand to optimize website content.
• On-Page SEO: Optimize meta tags, headers, and content with selected keywords to improve
search engine ranking.
• Quality content creation: Develop informative and engaging content, including blog posts,
articles, and videos, focusing on VF9's features and benefits.
• Link building: Build high-quality backlinks from reputable websites to improve domain
authority.
• Local SEO: Optimize VF9 pages for local searches, especially if there are physical dealerships.
Measurement metrics: Keyword rankings; Organic traffic; Backlink quality; Click-through
rate (CTR); Conversion rate from organic traffic (requesting a test drive, sending message, etc.)
6.3. Email Marketing
Strategy: Nurture leads, retain customers, and provide targeted information about VF9
features, promotions, and events.

9
 Tactics:
• Segmented email campaigns: Divide the audience based on demographics, interests, and
behaviors to send personalized and relevant content.
• Drip campaigns: Implement automated drip campaigns to guide leads through the sales funnel,
delivering valuable content at each stage.
• Promotional emails: Share special offers, promotions, and limited-time discounts to encourage
engagement and conversions.
• Newsletter updates: Regularly send newsletters featuring VF9 updates, customer testimonials,
and industry news.
• Interactive content: Include interactive elements like polls, quizzes, and surveys to boost
engagement.
Measurement metrics: Open rate: Click-through rate (CTR); Conversion rate (schedule a
test drive, etc.); Unsubscribe rate.
6.4. Social Media (Facebook, Instagram, TikTok)
Strategy: Increase brand awareness, engage the target audience, and showcase VF9's unique
features through visually appealing content.
Tactics:
• Visual content creation: Share high-quality images and videos highlighting VF9's design,
performance, and technology across all platforms.
• User-generated content (UGC): Encourage customers to share their VF9 experiences through
UGC and feature this content on VinFast's social media.
• Paid advertising: Utilize paid advertising options on Facebook and Instagram to reach a wider
audience and promote VF9 features and promotions.
• Live streams and stories: Leverage live streams and Stories on Instagram and Facebook for
real-time engagement and updates.
• TikTok challenges: Create and promote VF9-related challenges on TikTok to increase brand
visibility among a younger audience.
Measurement metrics: Engagement rate; Follower growth; Clicks and conversions; Reach
and impressions; TikTok views and participation.
6.5. Influencer Marketing
Strategy: Leverage influencers to reach a broader audience, build credibility, and create
authentic content around VF9.
Tactics:
• Identify relevant influencers: Collaborate with automotive influencers and celebrities whose
audience aligns with the target market for VF9. (Ex: Đường 2 chiều; Xe hay)
10
 • Sponsored content: Partner with influencers for sponsored posts, stories, and reviews featuring
VF9, showcasing its features and benefits.
• Event participation: Involve influencers in VinFast events, launches, or test drives to create
buzz and authentic endorsements.
Measurement metrics: Engagement metrics (likes, comments, shares); Influencer reach;
Follower growth; Conversion rate.
6.6. Content Marketing
Strategy: Create valuable and informative content to educate potential customers about VF9's
features and advantages.
Tactics:
• Blog posts and articles: Develop SEO-optimized blog posts and articles highlighting VF9's
specifications, technology, and benefits.
• Infographics: Create visually appealing infographics to present key information about VF9 in
a digestible format.
• Ebooks and guides: Produce comprehensive ebooks and guides providing in-depth knowledge
about electric vehicles and VF9.
• Case studies: Share success stories and case studies of VF9 owners, focusing on their
experiences and satisfaction.
• Newsletter content: Include VF9-related updates and stories in email newsletters to nurture
leads and retain customers.
Measurement metrics: Content engagement (time spent on pages and interactions); SEO
performance; Social shares.
6.7. Video Marketing
Strategy: Utilize video content to showcase VF9's design, performance, and technology,
providing an immersive experience for the audience.
Tactics:
• Product walkthroughs: Create detailed video walkthroughs highlighting VF9's features,
interior, and driving experience.
• Test drive videos: Film engaging test drive experiences, demonstrating VF9's performance
and user-friendliness.
• Customer testimonials: Capture video testimonials from satisfied VF9 owners, emphasizing
their positive experiences.
• Livestream launch events: Host live video streams during VF9 launch events or unveilings for
real-time audience interaction.

11
 Measurement metrics: View counts; Engagement metrics (likes, comments, and shares);
Conversion rate (visit the website, schedule a test drive); Watch time.
6.8. Overall measurement metrics
Lead generation:
Measure the total number of leads generated across all channels, including website
interactions, email campaigns, social media engagements, influencers, content marketing, and video
marketing.
Sales conversion rate:
Track the percentage of leads from all channels that successfully convert into VF9 sales. This
metric reflects the effectiveness of the entire digital marketing strategy in driving actual purchases.
Brand awareness:
Monitor online mentions, social media engagement, and overall brand visibility related to the
VF9 across all digital channels. Assess how well the brand is recognized and discussed in the target
market.
Customer satisfaction:
Collect feedback and reviews from customers who engaged with VinFast through various
channels. Use surveys, testimonials, and reviews to measure overall customer satisfaction with the
VF9 purchasing experience.

7. Marketing calendar and KPIs measurement (click to see more clearly)

7.1. Content plan
We craft a tailored content plan to resonate with the specific interests and preferences of our
target audience, ensuring a personalized and engaging experience. This strategic approach allows us
to deliver relevant and valuable content that connects with our audience on a deeper level.

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7.2. Calendar and KPIs measurement

13
8. Digital marketing plan budget

9. VF9 Landing Page

Link to access the landing page: https://phatkhanh2003.wixsite.com/vinfast

III. CONCLUSION
In conclusion, with a calculated sales target and a 15.87% growth rate, it aligns with a thriving
electric car market. Thorough audience analysis, a customer-centric business model, and strategic
partnerships enhance its effectiveness.
VinFast's strengths, like a robust charging infrastructure, capitalize on market opportunities.
Diverse digital channels, including SEO, social media, and influencer collaborations, promise a
comprehensive brand experience. We believe this plan, with its focused metrics and strategic
approach, positions VinFast for significant growth and leadership in the electric car market.

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IV. REFERENCES
Báo Hà Tĩnh. (2023, June 13). VinFast mất 5 tháng để doanh số xe điện vượt năm 2022. Báo Hà
Tĩnh. Retrieved December 18, 2023, from https://baohatinh.vn/xe/vinfast-mat-5-thang-de-
doanh-so-xe-dien-vuot-nam-2022/249912.htm
Cường, T. Q. (2022, July 14). Vinfast có dễ dàng chiếm lĩnh thị trường ô tô điện tại Việt Nam?
Nhịp Sống Kinh Tế Việt Nam & Thế Giới. Retrieved December 18, 2023, from
https://vneconomy.vn/vinfast-co-de-dang-chiem-linh-thi-truong-o-to-dien-tai-viet-nam.htm
Hà, M. (n.d.). VinFast gần 39 tỷ USD, bán 7.100 xe cho hãng taxi của tỷ phú Phạm Nhật Vượng.
VietNamNet News. Retrieved December 18, 2023, from https://vietnamnet.vn/vinfast-gan-
39-ty-usd-ban-7-100-xe-cho-hang-taxi-cua-ty-phu-pham-nhat-vuong-2189783.html
Huyền, K. (2023a, December 15). VinFast bàn giao hơn 10.000 ô tô điện trong quý 3/2023 - Mở
rộng quy mô toàn cầu. Nhịp Sống Kinh Tế Việt Nam & Thế Giới. Retrieved December 15,
2023, from https://vneconomy.vn/vinfast-ban-giao-hon-10-000-o-to-dien-trong-quy-3-2023-
mo-rong-quy-mo-toan-cau.htm
Huyền, K. (2023b, December 15). VinFast đạt tổng doanh thu 334,1 triệu USD trong quý 2/2023.
Nhịp Sống Kinh Tế Việt Nam & Thế Giới. Retrieved December 10, 2023, from
https://vneconomy.vn/vinfast-dat-tong-doanh-thu-334-1-trieu-usd-trong-quy-2-2023.htm
Hyundai. (n.d.). Hyundai by TC MOTOR. Retrieved December 15, 2023, from
https://hyundai.thanhcong.vn/ioniq-5-2
Kinh tế Chứng Khoáng. (2023, August 9). Thị trường ô tô điện Việt Nam: Thời cơ và thách thức.
Kinh Tế Việt Nam. Retrieved December 12, 2023, from https://kinhte.congthuong.vn/thi-
truong-o-to-dien-viet-nam-thoi-co-va-thach-thuc-265944.html
Mercedes-Benz. (n.d.). Mercedes-Benz - EQS. Retrieved December 12, 2023, from
https://www.mercedes-
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WGYjOCIXhw5BY1S0Bj4IrnBAJB0_YBBue1GZUgimvGm1zGGG42GjgjBoC3MgQAv
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V. APPENDIX A
Total number of VF9 cars have been delivered

Mar Apr May Jun Jul Total

VF9 51 198 430 355 418 1452

(VinFast Việt Nam, 2023a, 2023b, 2023c)
By calculating the average of car sales in 1 month from the 3 most stable months, June, July,
and August, the result will be 400 cars/month. From that result, we get the expected number of sales
in 2023 is 3452 cars

2023 Total
Mar Apr May Jun Jul Aug Sep Oct Nov Dec
VF9 51 198 430 355 418 400 400 400 400 400 3452

2024 (Expected) Total

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
VF9 400 400 400 400 400 400 400 400 400 400 400 400 4800

The growth rate compared to 10 months of the same period in 2023 is 15.87%

VF9 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
2023 51 198 430 355 418 400 400 400 400 400 3452
2024 400 400 400 400 400 400 400 400 400 400 4000
The growth rate = 4000/3452 = 15,87%

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VI. APPENDIX B

Average visits of VF9 page from SEMrush

2023 (10 months) 2024 (12 months)

A Average visits per month 12.000 13.905

B Number of visits in 1 year 120.000 166.860

C Car sales 3452 4.800

Purchase conversion rate (C/B) 2,88% 2,88%

17