Member:

Cao Trường An
Bùi Hữu Khoa
Vũ Thế Phong
Hà Quốc Huy

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 Cao Trường An

Ben Thanh Ford overview

- 2010: BEN THANH FORD was established

- With a total investment capital of nearly 40
billion VND.
- Located at 831 Truong Chinh, Tay Thanh
Ward, Tan Phu District, Ho Chi Minh City is
located in the central area of ​the city .
- “QUALITY SERVICE IS OUR FIRST PRIORITY”

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 Cao Trường An

Ben Thanh Ford overview

- 2016: Genuine used car center (Ben Thanh

Ford assured) and service factory – Dong Son
Ben Thanh Ford.

- Located at 39 - 69 - 71 Che Lan Vien, Tay

Thanh Ward, Tan Phu District, Ho Chi Minh City

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 Cao Trường An Business Model Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
- Advertising on the High-class product with Mainly Individual , another Mainly customers
- Shareholders: Saigon company’s website, satisfactory price and company with average income
Ford, Savico, Phan Facebook. quality suitable for of over 30 million /
Thanh Sware,.. - Charity work. customers. month
- Supplier: - Roadshow program
+ Castrol lubricants organized by Ford
company. Vietnam.
+ Ford Viet Nam
+ VietinBank, VIB,... Channels
Key Resources Selling products directly at
Invisible: process, agents and online channels (
brand,… website:
Tangible: Cars, human benthanhford.com.vn)
resources,…

Cost Structure Revenue Streams

Selling new car and used car
Marketing costs Selling car accessories
Data center cost Selling car insurance
The cost of hiring
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Cao Trường An

1 Market Analysis
 Cao Trường An
Market Size

4% 12% Ranger
3%
Transit
43% Everest
Explorer
32% Tourneo
Ecosport
6%

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 Cao Trường An
Market Growth

Cars sales from 2010 to 2020

2000 1800
1627
1525
1500
1242 1281
1100 1144
1000
704 Cars sale
641
500 424
322

0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
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 Cao Trường An
Market Share
4.03%

95.97%

Ben Thanh Ford Ford Viet Nam

Sales of Ben Thanh ford compared to Ford Vietnam in

March 2020
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 Cao Trường An
Market Need

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 Cao Trường An
Market Trend

- Sales increase
- Eco- Friendly
- Customize
- New models constantly
appear, ...

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 Cao Trường An
Five “M”

Manpower

Money Materials

Minutes Machinery

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 Bùi Hữu Khoa
PESTEL ANALYSIS

POLITICAL ECONOMIC SOCIAL TECHNOLOGY ENVIROMENT LEGAL

Vietnam is one The GDP of Because of With advanced The company Vehicle users
of the VietNam is covid 19, technologies.of is committed must obey the
countries increasing social vehicles,able to to adding road traffic laws
considered through years distancing, drive you from electrical lines in Vietnam. (Do
safe and stable However, the number one place to and delivering not use alcohol
in the world. because of of people another without a more vehicles while driving,
Registration covid 19, in using social human behind the to be energy must have a
tax 10% 2020 Vietnam's networks wheel Balance efficient driver's
Car import tax average GDP is has adding technology license...)
in ASEAN: 30% 433 billion increased., while also A smart move,
After EVFTA, USD, down 5% ensuring it isn’t considering
the import tax compared to redundant by the how big the
from the EU to the same time it reaches eco friendly
Vietnam is 0%. period in 2019 the public. community is
growing.

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 Bùi Hữu Khoa
Marketing Objective

2500
2350
2300

2000 1850
1800
1500
1500
1450
1200
1144
1000 Sale Objective
Sale actual
500

0
2020 2021 2022 2023

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 Bùi Hữu Khoa
Marketing Objective

New car
30

25
26.100 Milion
20 ( 18 Million/Car )
20.592 Million
15 ( 18 Million/Car ) Quantity
Gross profit
10

5
1144 Car 1450 Car

0
2020 2021

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 Bùi Hữu Khoa
Marketing Objective

Used car
9000
8000
8400 Million
7000 ( 28
6868 Million Million/Car )
6000
( 28.5
5000 Million/Car)
Quantity
4000
Gross Profit
3000
2000
1000 241 300
0
2020 2021
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 Bùi Hữu Khoa Five Forces Analysis

Threat of Competitive Rivalry

Threat of New Entry
- High capital costs New Entrants - High aggressiveness of firms
- High exit barriers
- High cost of doing business
- High cost of brand development - Moderate number of firms
- Ford needs to compete against top players (e.g.
Toyota)
Rivalry
Bargaining Power of Among
Bargaining Power of
Supplier Existing
Competitors
Buyers

Supplier Power
- Moderate overall supply Buyer Power
- Moderate population of suppliers - Moderate switching
- Competition between Metal/Body Parts supplier or IT/ITES - Moderate size of individual purchases
supplier or Engine/auto parts supplier
- Moderate availability of substitutes
Threat of
Threat of Substitution Substitutes
- Moderate availability of substitutes
- Moderate switching costs
- Low performance of substitutes 18
 Bùi Hữu Khoa SWOT Analysis
-
STRENGTHS WEAKNESSES
Internal - Being the first agent of Ford Vietnam.
Envirionmental - Has 1000 employees with Sales staff dynamic - High production costs.
professional. - The distribution channel is small.
Factors - High quality product and diverse Offerings. - The website system to promote the company
- Golden Services: faster, many service workshops. and products is simple and has little
External - Professional management apparatus.
information.
- Invest in the expansion of facilities.
Environmental - Train and foster talents. - Customer care service is not effective.
Factors - Create a favorable working environment.

- Eco - Friendly Vehicles S-O STRATEGIES W-O STRATEGIES

- Tax reduction policy of government
OPPORTUNITIES

because Covid-19. Leveraging highly specialized resources along with many Promote online advertising, redesign smart and
- The policy of extending consumer different product lines to dominate the Vietnamese market to convenient website system.
lending of banks. satisfy the needs and desires of customers.
- The demand for cars is growing rapidly. It is necessary to promote digital marketing to have a
Take advantage of government and bank support to increase
- Digital marketing. production to increase market share and dominate the strong foothold in the market.
market.

- Public transport is being encouraged. S-T STRATEGIES W-T STRATEGIES

- Competitor imported car manufacturers:
Toyota, Mitsubisi, Thaco, Honda…... It is necessary to diversify distribution channels,
- Competitor domestic car: Vinfast
Strengthen customer care activities and product
make full use of traditional distribution channels to advertising to maintain market share.
- Market affected by covid-19
THREATS

increase market share compared to competitors..

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 Bùi Hữu Khoa
Direct Competitor

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 Bùi Hữu Khoa

Other
Competitor

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 Bùi Hữu Khoa
Competitive
Future Goal Assumption
- Expand the market with hybrid vehicles. - Many car segments do not exist in
Vietnam.
- Production of electric vehicles.
- The models are not diverse and the
prices are not suitable for many
segments.

Current Strategy Capabilities

- Toyota's main growth strategy is market - Famous global brand.
penetration.
- Loyal customers.
- Toyota ensures that it offers products for
every market segment. - Trusted by many people.
- With the goal of sustainable development
- Modern warranty and repair service.
and maintaining "The most loved car brand"
in Vietnam.

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 Bùi Hữu Khoa
Competitive
Future Goal. Assumption
- There is no factory, so the cost of the
- Hyundai sets the ambition to
car is high.
commercialize and compete fairly in
the pickup segment. - Few distribution locations.
- Find a factory in Vietnam.

Current Strategy Capabilities

- Expanded with many new product - Loyal customers.
lines.
- Become the leading prestigious
- Cooperation with Mitsubishi brand in Asia.
company.

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 Bùi Hữu Khoa

Distribution

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Vũ Thế Phong

2 Market Strategy
 Vũ Thế Phong

Marketing
Strategies

Target segmentation Positioning

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 Vũ Thế Phong

Geographic Segmentation Demographic Segmentation

Target Segmentation

Psychographic Segmentation Behavioral Segmentation

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 Vũ Thế Phong

Geographic Segmentation

831 Truong Chinh, Tay Thanh Ward, Tan Phu District, Ho Chi Minh City
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 Vũ Thế Phong

Target group of car

Demographic:
- Male/female: both
- Age: 30-55
- Income :30-50 million on the month.
- Job: All occupation.
- Knowledge class.
Psychographic:
- Modern, busy, more stress.
- Polite
Behavioral:
- Bring social the highest – quality that are also so
environmentally -friendly.
- Going beyond car supply to offer a more comprehensive
service.

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 Vũ Thế Phong

Target group SUV

Demographic:
- Male/female: both
- Age: 30-55
- Income :40-50 million on the month.
- Job: All occupation.
- Business class
Psychographic:
- Modern, busy, more stress and strain.
Behavioral:
- Bring social the highest – quality that are
also so environmentally -friendly.
- Going beyond car supply to offer a
more comprehensive service.

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 Vũ Thế Phong

Target group of commercial vehicle

Demographic:
- Male/female: both
- Age: 30-55
- Income :40-50 million on the month.
- Job: All occupation.
- Business class
Psychographic:
- Strong personality
- Adventure
Behavioral:
-Bring social the highest – quality that are also so
environmentally -friendly.
- Going beyond car supply to offer a more comprehensive
service.

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 Vũ Thế Phong Positioning Competitor
High Price

Mercedes
Prosche

INFINITI MINI BMW

Low Quality High Quality

Ford
Honda

Toyota
RENAULT

Kia

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 Vũ Thế Phong
Positioning Competitor

Ford Positioning
Pickup truck segment in Vietnam
POPs
Automatic air conditioning
Ford Ranger Toyota Hilux
5.362 x 1.860 x 1.830 5330 x 1855 x 1815
felt chair leather seats
PODs
Support smart device
AUX connection
connection
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 Vũ Thế Phong
Brand Positioning

Energy Saving Eco Friendly

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 Hà Quốc Huy
4”P” Strategy

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 Hà Quốc Huy
Product

“Smart vehicles for a smart world”

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 Hà Quốc Huy
Product

The difference of the

product

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 Hà Quốc Huy
Product

Sports Utility
Commercial Vehicles
Vehicles(SUV)

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 Hà Quốc Huy
Place

831 Truong Chinh, Tay Thanh Ward, Tan Phu District, Ho Chi Minh City
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 Hà Quốc Huy
Price

Car Cost (VND) Price (VND)

Ford Ranger 572.000.000 616.000.000
Ford Everest 870.000.000 1.112.000.000

Ford Ecosport 473.000.000 603.000.000

Ford Tourneo 879.000.000 999.000.000
Ford Raptor 1.080.000.000 1.202.000.000

Ford Explorer 1.746.000.000 1.999.000.000

Ford Transit 642.000.000 748.000.000

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 Hà Quốc Huy Price

Version:
Ecosport Ranger Explorer Transit Tourneo Everest Raptor
Premium

Listed Price 603.000.000 616.000.000 1.999.000.000 748.000.000 999.000.000 1.112.000.000 1.202.000.000

Discount 6% 5% Bonus Bonus 6% Bonus 5%

To wholesaler,
566.820.000 585.200.000 +45.000.000 +20.000.000 949.050.000 +20.000.000 1.141.900.000
retailer.

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Promotion

Accessories Sales

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Promotion

Auto show

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Promotion

Test Drive

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Promotion

Customer Gratitude

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Hà Quốc Huy

3 Financial Summary
 Hà Quốc Huy

Financial Summary
Marketing Expense
Sale Forecast Budget

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 Hà Quốc Huy Sale Forecast

Sales
2000
1800
1800
1627
1600 1525
1450
1400 1242 1281
1200 1100 1144

1000
800 704
641
600
424
400 322

200
0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
Doanh số
 Hà Quốc Huy Sale Forecast

Sale plan Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec FY
2021
Ecosport 15 10 15 15 15 15 15 15 16 16 17 18 182

Transit 5 2 7 7 7 7 8 8 8 8 8 8 83

Ranger 60 30 50 50 50 55 55 55 55 55 55 58 628

Everest 40 25 38 40 40 40 40 40 40 40 40 40 458

Explorer 10 10 10 10 40

Turneo 4 2 5 5 5 5 5 5 5 6 6 6 59
Total 124 69 112 115 117 122 123 123 134 135 136 140 1.450

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 Hà Quốc Huy Sale Forecast

SALES
Explorer Tourneo Ecosport
3% 4% 12%
Transit
6%
Everest
32%

Ranger
43%

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 Hà Quốc Huy Sale Forecast
Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec FY

2021

49,280,000, 39,424,000 36,960,000, 38,808,000 36,960,000 33,880,000 33,880,000 33,880,000 35,728,000, 36,960,000, 43,120,000, 36,960,000, 455,840,000,
Ranger

000 ,000 000 ,000 ,000 ,000 ,000 ,000 000 000 000 000 000

9,045,000,0 6,030,000, 9,045,000,0 9,045,000, 9,045,000, 9,045,000, 9,045,000, 9,045,000, 9,648,000,0 9,648,000,0 10,251,000, 10,854,000, 98,892,000,0
Ecospor

00 000 00 000 000 000 000 000 00 00 000 000 00

44,480,000, 27,800,000 42,256,000, 33,360,000 44,480,000 33,360,000 44,480,000 33,360,000 38,920,000, 44,480,000, 33,360,000, 44,480,000, 464,816,000,
Everest

000 ,000 000 ,000 ,000 ,000 ,000 ,000 000 000 000 000 000

7,980,000,0 1,596,000, 5,586,000,0 5,586,000, 5,586,000, 5,586,000, 6,384,000, 6,384,000, 6,384,000,0 6,384,000,0 6,384,000,0 6,384,000,0 70,224,000,0
Transit

00 000 00 000 000 000 000 000 00 00 00 00 00

19,990,000, 9,995,000,0 19,990,000, 9,995,000,0 19,990,000, 79,960,000,0

Explore

000 00 000 00 000 00

110,785,000 74,850,000 113,837,000 86,799,000 96,071,000 81,871,000 93,789,000 82,669,000 100,675,000 117,462,000 103,110,000 118,668,000 1,169,732,
,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 000,000
Total

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 Hà Quốc Huy Sale Forecast
POTENTIAL CUSTOMER
3 YEAR MARKET PROJECTION
VN population 98.173.723
2021 2022 2023
Age 30-55 55% 53.995.547 Market 443.767 485.925 534.518
Living in 37,7% 20.356.321 Size
urban
Market 9% 9.5% 10%
Class AB 25% 5.089.080
People Growth
Penetration 40% 2.035.632
3 YEAR BUSINESS AMBITION
POTENTIAL MARKET SIZE
2021 2022 2023
Frequency/ year 2/10
Market 0.35% 0.37% 0.39%
Market size (units) 407.126(cars)
share
POTENTIAL MARKET SHARE & SALES Sell out 1579 1816 2125
Market share 0.34% Growth 14% 15% 17%
Unit price
52 Sell out in unit 1385
 Hà Quốc Huy
Marketing Expense Budget

BUDGET (million BUDGET

CONTENT CONTENT
VND) (million VND)

SEO, Online Advertising 40

Website 70
Public Relation 60
Advertising Youtube Advertising 20
Campaigns Social activities 150
Promotion Facebook Advertising 120
Advertising Billboards Advertising 50

Test run 150 Banner, Standee, Handout 50

Youtuber 5
Sum 370
Sum 345

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Total: 715 (Million VND)
 Thanks!
Any questions?

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