VIETNAM GENERAL CONFEDERATION OF LABOR

TON DUC THANG UNIVERSITY

FINAL REPORT
SUBJECT: SELLING SKILL

NEGOTIATE A B2B CONTRACT TO REGISTER AS A

PARTNER WITH VINHOMES GRAND PARK TO SUPPLY
THE SAMSUNG BESPOKE REFRIGERATOR PRODUCT
LINE FOR THE APARTMENT UNITS
Group student: Selling Superstar
722H0039 Lưu Tiểu My
722H0061 Nguyễn Thị Phương Thảo
722H0014 Đồng Thị Hồng Thắm
722H0032 Lê Ngọc Mỹ Tâm
722H0079 Trần Minh Thy
B2100501 Lê Lâm Khánh Vy
722H0016 Dương Châu Phú

Group: N01 – Shift 1 – Saturday

Instructor: MBA. Trần Nguyên An

HO CHI MINH, June 2023

INSTRUCTOR’S COMMENT

2
 TEAM MEMBER EVALUATION TABLE

No. Full Name Student ID Scope of Work Contribution

RateRate

(Leader)
Complete Chapter 6, edit
1 LLưu Tiểu 722H0039
Powerpoint 100%
My

Nguyễn Thị Complete Chapter 1, edit

2 722H0061 100%
Phương Thảo Powerpoint and present

Complete Introduction and

Đồng Thị Hồng Chapter 7, edit Powerpoint
3 722H0014 100%
Thắm present and proofread the
content

4 Lê Ngọc Mỹ Tâm 722H0032 Complete Chapter 3, edit 100%

Powerpoint

3
 Complete Chapter 4, edit
5 Trần Minh Thy 722H0079 Powerpoint and proofread 100%

the content

Lê Lâm Khánh Complete Chapter 5, edit

6 B2100501 100%
Vy
Powerpoint and edit Word

Complete Chapter 2, edit

7 Dương Châu Phú 722H0016 100%
Powerpoint and present

4
 TABLE OF CONTENTS
INTRODUCTION................................................................................................ 8
CHAPTER 1. NEGOTIATION OBJECTIVES AND SCOPE ......................... 10
1.1. Negotiation Objectives ............................................................................ 10
1.1.1. For Samsung .................................................................................... 10
1.1.2. For Vinhomes Grand Park ............................................................... 10
1.2. Negotiation Scope ................................................................................... 17
1.2.1. For Samsung .................................................................................... 17
1.2.2. For Vinhomes Grand Park ............................................................... 20
CHAPTER 2. NEGOTIATION LOCATION AND SKILLS ........................... 25
2.1. Negotiation Location............................................................................... 25
2.2. Negotiation Skills .................................................................................... 25
CHAPTER 3. MARKET INFORMATION ...................................................... 27
3.1. About Samsung Corporation ................................................................... 27
3.1.1. Revenue: ........................................................................................... 27
3.1.2. Retail Network: ................................................................................ 27
3.1.3. Finances: .......................................................................................... 29
3.1.4. Goals: ............................................................................................... 30
3.1.5. Workforce ........................................................................................ 31
3.2. Overview of the High-End Home Appliance Market in Vietnam: ......... 31
3.3. Trends and Needs of High-End Apartment Residents: ........................... 32
3.4. Competitors and Similar Products on the Market:.................................. 33
Table 3.4. Competitors and Similar Products ................................................ 33
CHAPTER 4. VINHOMES GRAND PARK INFORMATION ....................... 35
4.1. Overview of the Vinhomes Grand Park Project ..................................... 35
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 4.1.1. Strategic Location ............................................................................ 35
4.1.2. Large Scale and Smart Planning ...................................................... 36
4.1.3. Diverse Product Range to Meet All Needs ...................................... 36
4.2. Amenities and Services at Vinhomes Grand Park .................................. 37
4.3. Target Customers and Their Needs for Smart Home Appliances .......... 38
4.3.1. Target Customer Profiles ................................................................. 38
4.3.3. Customer Priorities and Preferences ................................................ 38
CHAPTER 5. CONDITIONS FOR AUTHORIZED DEALERS AND
INTELLECTUAL PROPERTY RIGHTS ............................................... 39
5.1. Conditions and Standards for Partners Supplying SAMSUNG BESPOKE
Refrigerators .......................................................................................... 39
5.1.1. Technical Standards Conditions ...................................................... 39
5.1.2. Warranty and After-sales Service Conditions ................................. 40
5.1.3. Transportation and Installation Conditions...................................... 43
5.1.4. Financial Conditions ........................................................................ 44
5.1.5. Environmental Conditions .............................................................. 44
5.2. Benefits for Vinhomes Grand Park and Samsung in the partnership ..... 44
5.2.1. Benefits for Vinhomes Grand Park .................................................. 44
5.2.2. Benefits for SAMSUNG BESPOKE ............................................... 45
CHAPTER 6. SAMSUNG'S SALES POLICY ................................................. 46
6.1. For apartments fully furnished ................................................................ 46
6.1.1. Pricing and Discount Policy............................................................. 46
6.1.2. Payment Policy ................................................................................ 47
6.1.3. After Sales Policy............................................................................. 47
6.1.4. Return Policy and Delivery Support ................................................ 47
6.1.5. Training and Technical Support Policy ........................................... 47

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 6.1.6. Long-term Strategic Cooperation .................................................... 48
6.2. For empty apartments.............................................................................. 48
CHAPTER 7. CONCLUSION AND RECOMMENDATIONS ....................... 53
7.1. Summary of key points ........................................................................... 53
7.2. Assessment of cooperation potential and benefits .................................. 53
REFERENCES ................................................................................................... 55

7
 INTRODUCTION

In the era of the Fourth Industrial Revolution, the real estate and consumer electronics
markets are undergoing profound changes due to the rapid development of digital
technologies. This revolution presents both opportunities and challenges, demanding
businesses to innovate to adapt to the market constantly. To access new markets and
customers, increase sales revenue, and minimize risks and costs in the competitive
business environment, one effective strategy businesses implement is to enhance
cooperation by establishing strategic partnerships among key players to increase the value
and attractiveness of products and services provided to customers.

The topic "Negotiating B2B Contracts to Register as a Partner with Vinhomes Grand Park
to Supply Samsung BESPOKE Refrigerators for Apartment Buildings" emphasizes the
importance of building and implementing a cooperation strategy between Vinhomes
Grand Park, one of the leading urban projects in Vietnam, and Samsung, a renowned
global electronics brand. The collaboration between Vinhomes Grand Park and the
Samsung BESPOKE product line is a project that will set new standards in the real estate
and consumer electronics fields. Its purpose is to provide residents with a convenient,
modern, and stylish living space that meets the personalized design needs of each
customer.

In our group report, we will analyze in detail the steps involved in the negotiation process,
from preparation and goal setting to discussing Samsung's sales policies, and finally
making commitments and implementation plans. Strategic factors such as evaluating
market demand, product compatibility, and cooperation terms will also be carefully
examined and analyzed to clarify the B2B contract negotiation process and possibly lead
to the signing and long-term cooperation of the two brands based on mutually beneficial
principles.

Through researching and presenting detailed aspects of this B2B contract negotiation
process, we hope to provide a comprehensive and insightful view of how leading
businesses can collaborate to develop and achieve outstanding success in today's dynamic
business environment.

Finally, we would like to express our gratitude to Mr. Tran Nguyen An for his dedicated
teaching of the course "Professional Practice 2", which helped us understand the
specialized knowledge of the course in a specific and objective manner, providing

8
valuable information and enthusiastic support that helped our group complete the report
to the fullest extent. If there is any incomplete or deficient information in the report, we
sincerely welcome Mr. An's feedback to improve the report further in the future. We
sincerely thank you, Mr. An!

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 CHAPTER 1. NEGOTIATION OBJECTIVES AND SCOPE

1.1. Negotiation Objectives

1.1.1. For Samsung

Samsung's B2B partnership with Vinhomes Grand Park aims to elevate Samsung Bespoke
as the premier refrigerator brand in Vietnam through increased revenue, enhanced brand
recognition, strategic partnerships, differentiated customer experiences, and operational
excellence. This collaboration will bring mutual benefits, including premium product
offerings and exceptional customer experiences for Vinhomes Grand Park's clientele.

EXAMPLE: Case Study: Samsung & Apple Partnership

Revenue Generation:
Annual revenue from the Apple OLED partnership: $10 billion.
Increased market share in OLED displays: Over 60% globally.

Production Capacity:
OLED screens produced annually for Apple: 100 million units.
Investment in manufacturing facilities to meet demand: $4 billion.

Quality Standards:
Reduction in defect rates due to advanced manufacturing: From 2% to 0.5%.
Customer satisfaction score improvement: 15% increase among Apple users recognizing
Samsung components.

1.1.2. For Vinhomes Grand Park

1. Needs and requirements Analysis:

Identify the needs and requirements of Vinhomes regarding the number of apartments
needing refrigerators, technical standards, and project timelines.

Key Performance Indicators (KPIs): Accuracy of Requirement Identification

KPI: Achieve 100% alignment between the identified needs and the actual requirements.
Measurement: Post-implementation review with Vinhomes to assess accuracy.

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 2. Product Proposal:

Propose the features and benefits of the SAMSUNG BESPOKE refrigerator line, along
with accompanying service packages such as warranty, maintenance, and after-sales
services

Key Performance Indicators (KPIs): Customer Satisfaction

KPI: Achieve at least 90% customer satisfaction with product features and after-sales
service.
Measurement: Customer satisfaction surveys conducted post-installation.

3. Pricing and financial terms:

Pricing and financial terms, offer competitive pricing strategies, discuss payment terms,
bulk discounts, and financial options like installment payments or financial support.

Key Performance Indicators (KPIs): Cost Efficiency

KPI: Secure a minimum 15% discount on bulk orders.
Measurement: Comparison of negotiated prices with standard market rates.

4. Logistics and delivery:

In terms of logistics, establish a delivery schedule that meets the project's timeline and
discuss transportation and storage solutions.

Key Performance Indicators (KPIs): Timeliness

KPI: Ensure 95% on-time delivery rate.
Measurement: Delivery logs and project timeline adherence.

5. Quality Assurance and After-Sales Service:

Ensure quality and after-sales service by agreeing on quality inspection standards, product
testing procedures, and committing to warranty, repair, and customer support services.

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Key Performance Indicators (KPIs):

- Product Quality:

KPI: Maintain defect rate below 1%.

Measurement: Post-delivery quality checks and defect reports.

- After-Sales Service Efficiency:

KPI: Resolve 90% of service requests within 48 hours.

Measurement: Customer support response and resolution times.

6. Long-term Partnership Development:

Build a long-term partnership by discussing future project collaborations and establishing

effective communication and cooperation mechanisms.
KPI: Initiate at least 2 new collaborative projects within the next 3 years.
Measurement: Number of new projects agreed upon and launched.

7. Legal and Contractual Terms:

Negotiate legal terms and contract provisions to protect the interests of both parties,
including information confidentiality and intellectual property rights.

Key Performance Indicators (KPIs): Legal Compliance

KPI: Ensure 100% compliance with confidentiality and intellectual property agreements.
Measurement: Legal audits and compliance reviews.

8. Risk Assessment and Contingency Planning:

Finally, assess risks and develop mitigation strategies, ensuring contingency plans for
emergencies. The goal is to achieve a mutually beneficial partnership agreement and build
a sustainable, long-term relationship with Vinhomes Grand Park.

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Risk Assessment:

Table 1.1.2. Risk Mitigation Plan for Samsung’s Collaboration with Vinhomes

Risk Category Potential Risk Mitigation Strategy

Misunderstanding
Conduct thorough pre-meeting research.
of Vinhomes' needs
Needs & Prepare detailed presentations with clear
(number of units,
Requirements specifications. Actively listen and clarify
technical specs,
Vinhomes' requirements during meetings.
timeline).

Tailor the presentation to highlight

Features of
features relevant to Vinhomes' needs (e.g.,
Samsung
Product size, energy efficiency for bulk purchase).
BESPOKE not
Offering Offer customization options if applicable.
meeting Vinhomes'
Be prepared to discuss alternatives within
expectations.
the Samsung refrigerator line.

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 Research market rates for bulk appliance
purchases. Prepare multiple pricing
Difficulty agreeing options with different discounts for bulk
Pricing & on a competitive orders and extended warranties. Be
Financials price or payment flexible with payment terms (e.g., staged
terms. payments tied to project milestones).
Explore financing options with Vinhomes
or through Samsung financial partners.

Develop a detailed delivery schedule

aligned with Vinhomes' construction
Delays in delivery phases. Establish clear communication
or storage issues channels for potential delays. Offer on-site
Logistics
impacting project storage solutions if needed. Negotiate
timeline. penalties for missed deadlines, but be
prepared to offer solutions to overcome
delays.

Implement rigorous quality control

Unexpected measures before shipment. Offer extended
product defects or warranties and readily available after-sales
Quality & After-
service issues service. Train Vinhomes' maintenance
Sales
impacting customer staff on Samsung products. Establish a
satisfaction. dedicated customer support line for
Vinhomes residents.

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 Maintain open and transparent
communication throughout the negotiation
process. Deliver exceptional service
Difficulties in during this project to build trust.
Long-Term
future project Proactively discuss future project
Partnership
collaborations. opportunities and demonstrate Samsung's
commitment to long-term collaboration.
Establish a dedicated account manager
within Samsung for Vinhomes.

Seek legal counsel to ensure contract

Disagreements on
language protects your interests. Be clear
contract clauses
and upfront about your expectations
regarding
Legal Terms regarding intellectual property. Present
confidentiality or
standard industry clauses for reference.
intellectual
property.

Price Negotiation Impasse:

- KPI: Have at least one alternative supplier identified as a backup.

- Measurement: Feasibility studies of alternative suppliers.

Unexpected Delays:

- KPI: Develop alternative delivery routes or storage solutions in case of unforeseen

circumstances.

- Measurement: Backup logistics plans and tested response times.

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Service Issues:

- KPI: Have a rapid response plan in place to address any product defects or customer
service concerns promptly.

- Measurement: Service resolution times and customer feedback ratings.

Contingency Planning:

In addition to mitigation strategies, consider contingency plans for these potential issues:

- Price Negotiation Impasse: Have a walk-away price in mind and be prepared to

politely end negotiations if a mutually beneficial agreement cannot be reached.

- Unexpected Delays: Develop alternative delivery routes or storage solutions in

case of unforeseen circumstances.

- Service Issues: Have a rapid response plan in place to address any product defects
or customer service concerns promptly

EXAMPLE:
Case Study: Samsung & Apple Partnership
Project Scale:
Number of apartments equipped with LG systems: 10,000 units.
Total value of the partnership: $50 million.

Delivery and Installation:

On-time delivery and installation rate: 99%.
Installation timeline per apartment: 2 days on average.

Financial Terms:
Bulk discount negotiated: 20%.
Payment terms: 10% upfront, 40% on halfway delivery, 50% on completion.

Property Value Increase:

Increase in apartment selling price due to smart features: 15%.
Estimated additional revenue for Vinhomes: $75 million from enhanced property
values.

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Customer Satisfaction:
Increase in customer satisfaction ratings post-installation: 25%.
Reduction in service requests due to quality installation: 30%.

1.2. Negotiation Scope

1.2.1. For Samsung

1.2.1.1. Products:

- We propose the SAMSUNG BESPOKE refrigerator line for the Vinhomes Grand
Park project.

- The BESPOKE refrigerators offer a wide range of colors, sizes, and styles to meet
the individual needs and preferences of customers.

- We are committed to providing genuine, high-quality products with the best

warranty and customer service.

Key Performance Indicators (KPIs): Product Customization Success:

KPI: Achieve 95% customization alignment with customer preferences.
Measurement: Customer feedback and customization orders statistics.

1.2.1.2. Minimum Order Quantity: Samsung’s Requirement:

- Minimum order quantity of 500 units for Vinhomes to mitigate risks and costs.

- Ensures efficient supply chain and production planning.

Example: Hilton Hotels' bulk order model.

Benefits:

- For Samsung: Improved supply chain efficiency and reduced production costs.

- For Vinhomes:Competitive pricing and bulk order discounts.

Key Performance Indicators (KPIs): Order Fulfillment Efficiency:

KPI: Achieve 100% on-time fulfillment of minimum order quantities.
Measurement: Order and delivery logs.

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 1.2.1.3. Pricing:

- We will propose competitive prices for the BESPOKE refrigerator models that
align with the Vinhomes Grand Park project.

- We will offer attractive promotions and discounts to customers.

- We will discuss payment methods and return policies.

Example: Bulk Discounts

- Case: Samsung offers up to 15% discount on bulk orders of 500 units or more to
corporate clients like Hilton Hotels.
- Flexible Payment Terms: Staged payments tied to project milestones, reducing
financial burden on clients during large-scale installations.

Key Performance Indicators (KPIs): Pricing Efficiency:

KPI: Secure at least a 15% bulk discount for orders over 500 units.
Measurement: Comparison of negotiated prices versus standard rates.

1.2.1.4. Marketing and Promotion:

- We will collaborate with Vinhomes Grand Park on marketing and promotional

activities for the BESPOKE refrigerator line

- We will participate in exhibitions and fairs organized by Vinhomes Grand Park

- We will provide high-quality advertising materials and product images to

Vinhomes Grand Park.

Example: Samsung & Harrods Partnership

- Joint Marketing Efforts: Exclusive in-store displays and promotional events,

generating significant foot traffic and brand visibility.
- ROI: Increased sales by 20% during promotional periods.

Key Performance Indicators (KPIs): Marketing Impact:

KPI: Increase brand visibility and sales by at least 20% during promotional periods.

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Measurement: Sales data and marketing campaign metrics.

1.2.1.5. Customer Service:

- We will provide professional and dedicated customer service and support.

- We will ensure prompt and timely delivery and installation services.

- We will provide regular maintenance and warranty services for the product.

Example: Samsung’s Premier Service

- Dedicated Support: 24/7 customer support hotline and on-site service within 24
hours for premium clients.

- Maintenance Plans: Regular maintenance schedules and free replacements for

defective units within warranty periods.

Key Performance Indicators (KPIs): Customer Satisfaction:

KPI: Achieve at least 90% customer satisfaction with service and support.
Measurement: Customer satisfaction surveys and service performance data.

1.2.1.6. Long-term Partnership:

- We aim to establish a long-term and sustainable partnership with Vinhomes Grand

Park.

- We are committed to providing the highest quality products and services for the
project.

- We will work together to develop the market for smart refrigerators in Vietnam.

Example: Microsoft & US Government

- Duration: A 10-year contract worth $10 billion to provide cloud services.

- Sustainability: Ensures continuous updates, security patches, and innovation

throughout the partnership.

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Key Performance Indicators (KPIs): Partnership Longevity:
KPI: Establish at least one long-term collaborative project annually.
Measurement: Number of new long-term projects initiated.

Additional Considerations:

- Thoroughly understanding Vinhomes Grand Park's needs and requirements for

refrigerators.

- Preparing thoroughly for negotiations, demonstrating professionalism and

confidence.

- Respecting the partner, maintaining a cooperative and open attitude.

- Being flexible in negotiations, ready to propose win-win solutions for both parties

1.2.2. For Vinhomes Grand Park

1.2.2.1. Pricing and Payment Terms:

- Competitive bulk pricing: Vinhomes Grand Park will seek preferential pricing
for large-volume purchases of BESPOKE refrigerators.

- Flexible payment options: Vinhomes Grand Park may propose flexible payment
methods such as installments,progress-based payments, or alternative payment
arrangements.

- Free shipping and installation (optional): Vinhomes Grand Park may negotiate
for Samsung to cover the shipping and installation costs for the refrigerators in the
condominiums.

Example: Real Estate Payment Models

Flexible Payment Options: Real estate developers like Emaar offer installment
plans spread over 5 years with 0% interest, making large purchases more
manageable.

Bulk Pricing: Negotiations for up to 20% off retail prices for large orders, ensuring
cost-effectiveness for bulk purchases.

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 1.2.2.2. Products and Features:

- Diverse color and style options: Vinhomes Grand Park may request Samsung to
provide a wider range of color and style choices for BESPOKE refrigerators to
cater to the diverse preferences of residents.

- Integration of smart features (optional): Vinhomes Grand Park may ask

Samsung to incorporate additional smart features such as Wi-Fi connectivity, voice
control, or integration with smart home systems.

- Extended warranty coverage: Vinhomes Grand Park may negotiate for a longer
warranty period for BESPOKE refrigerators.

Example: Siemens Smart Home Systems

Smart Features: Integration of IoT devices such as energy-efficient appliances,

remote control via smartphone apps, and voice control compatibility.

Diverse Options: Offering multiple color schemes and styles to suit various
interior designs, appealing to a wide range of customer preferences.

1.2.2.3. Marketing and Promotion:

- Joint promotional activities: Vinhomes Grand Park may propose collaborating

with Samsung on promotional campaigns for the BESPOKE refrigerators among
residents.

- High-quality marketing materials: Vinhomes Grand Park may request Samsung

to provide high-quality marketing materials such as images, videos, and product
information for use in Vinhomes Grand Park's marketing activities.

- Exclusive resident promotions: Vinhomes Grand Park may suggest that Samsung
offer exclusive promotions specifically for Vinhomes Grand Park residents.

Example: Philips & IKEA Joint Campaigns

Collaborative Marketing: High-quality videos, brochures, and in-store displays

showcasing product features and benefits.

Impact: 30% increase in sales during joint promotional periods.

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 1.2.2.4. Customer Service:

- Prompt and efficient warranty and maintenance services: Vinhomes Grand

Park may require Samsung to provide prompt, efficient, and professional warranty
and maintenance services for the BESPOKE refrigerators.

- Dedicated customer support department: Vinhomes Grand Park may request

Samsung to establish a dedicated customer support department to address resident
inquiries and provide assistance with BESPOKE refrigerator usage.

- Training for Vinhomes Grand Park staff: Vinhomes Grand Park may ask
Samsung to train their staff on the proper use and maintenance of BESPOKE
refrigerators.

Example: Apple’s Enterprise Support

Dedicated Support Team: Specific teams assigned to handle large enterprise

clients, ensuring rapid resolution of issues.

Training Programs: Regular training sessions for staff on product usage and
troubleshooting, improving overall user experience.

1.2.2.5. Long-term Partnership:

- Sustainable and long-lasting partnership: Vinhomes Grand Park may aim to

establish a sustainable and long-lasting partnership with Samsung.

- Commitment to high-quality products and services: Vinhomes Grand Park may

seek Samsung's commitment to providing high-quality products and services to
Vinhomes Grand Park residents.

- Collaboration to expand the smart refrigerator market: Vinhomes Grand Park

may propose collaborating with Samsung to jointly expand the smart refrigerator
market in Vietnam.

Example: Panasonic & Tesla

- Sustainable Partnership: Exclusive battery supply agreement for Tesla’s electric

vehicles, fostering innovation and ensuring consistent quality.

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 - Commitment: Continuous collaboration on developing new technologies and
improving existing products.

1.2.2.6. Exclusivity (Optional):

Vinhomes Grand Park may negotiate an exclusivity agreement with Samsung to ensure
that Samsung's BESPOKE refrigerators are exclusively supplied to Vinhomes Grand
Park within a specified region or for a specific time period. This strategy can provide
competitive advantages, brand differentiation, and market control for Vinhomes Grand
Park while ensuring guaranteed sales volumes for Samsung.

- Brand Differentiation:

Vinhomes Grand Park can market itself as the only residential project offering Samsung's
premium BESPOKE refrigerators, enhancing the appeal of their properties.

Example: Luxury developments often highlight exclusive partnerships with high-end

brands to attract discerning customers.

- Market Control:

Ensures Vinhomes Grand Park has a unique selling point in the region, reducing
competition from nearby projects that might otherwise offer the same appliances.

Example: Exclusive agreements in other industries, such as automotive or electronics,

where brands leverage exclusivity to dominate market segments.

- Guaranteed Sales Volume for Samsung:

Samsung benefits from guaranteed sales and predictable revenue streams, allowing for
better supply chain and production planning.

Example: Bulk purchasing agreements with large clients providing stable demand
forecasts.

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 Key Performance Indicators (KPIs):

- Market Share Growth: Achieve a minimum increase of 15% in market share

within the exclusive region within the first year of the agreement.

- Sales Volume: Generate a minimum of 1,000 unit sales of the exclusive product
within the first six months of the agreement.

- Customer Acquisition: Acquire at least 500 new customers within the exclusive
market segment within the first quarter of the agreement.

- Brand Loyalty: Maintain a customer retention rate of at least 85% among exclusive
customers over a six-month period.

- Profitability: Attain a minimum of 20% increase in profitability from sales within

the exclusive market segment compared to non-exclusive markets within the first
year of the agreement.

Additional Considerations:

- Minimum order quantity: Samsung may require Vinhomes Grand Park to place a
minimum order quantity for BESPOKE refrigerators to ensure economic viability.

- Timely delivery: Vinhomes Grand Park may negotiate for Samsung to deliver the
BESPOKE refrigerators within a specified timeframe to meet resident needs.

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 CHAPTER 2. NEGOTIATION LOCATION AND SKILLS

2.1. Negotiation Location

Criteria when choosing a location:

- The location has a landscape and atmosphere appropriate to the importance and
scale of the negotiation.

- The location should be fully equipped with the necessary equipment for the
negotiation and located in a convenient location for transportation.

- Besides, the location should also have good security and a certain level of privacy
to ensure concentration for both parties and increase the confidentiality of the
negotiation.

- Some options for negotiation locations:

- The Samsung side can come directly to discuss at Vinhomes Grand Park's office to
show professionalism and respect for partners in negotiations while also making it
convenient for the Vinhomes side to travel.

- Samsung can send an invitation to representatives of Vinhomes Grand Park to

negotiate at Samsung Headquarters in Ho Chi Minh City (Bitexco Financial Tower,
District 1), with the purpose of impressing partners with the company's scale and
potential. company, and Samsung can also take the initiative at the negotiating table
here.

- In addition, both parties can choose an intermediate location, such as a hotel,

restaurant with private rooms, or conference center, to ensure the privacy and
objectivity of negotiations.

- In general, Samsung and Vinhomes Grand Park have the right to choose the
location by agreeing with each other based on the need for comfort and
convenience for both.

2.2. Negotiation Skills

- Careful preparation is essential to making the negotiation successful. Samsung

needs to spend time researching and learning about Vinhomes Grand Park and

25
 Grand Park's competitors in the market to demonstrate understanding of their
partners and the market, increasing their chances of success in persuasion.

- Samsung must set clear negotiation goals and increase flexibility by preparing
additional backup plans and solutions and being ready to change opinions and plans
if the negotiation does not go as smoothly as expected.

- On the negotiating table, listening to partner’s opinions and presenting views

clearly and concisely will also show Samsung's confidence and respect for the
partner and help Samsung build trust with the partner.

- In addition, Samsung should make reasonable concessions, know how to make

suggestions, and find the best, win-win solution.

- Samsung must also learn and clearly understand the contract terms, strictly
implement the agreement, and also liaise with the company's legal department to
complete the contract.

26
 CHAPTER 3. MARKET INFORMATION

3.1. About Samsung Corporation

3.1.1. Revenue:

Samsung Electronics reported its third quarter financial results, which ended on September
30, 2023. The company's total consolidated revenue for the third quarter rose by 12% from
the previous quarter, reaching KRW 67.40 trillion. This increase was mainly attributed to
the successful launch of new smartphones and strong sales of display products. Operating
profit also saw a steady increase, reaching KRW 2.43 trillion due to robust sales of high-
end mobile phones and high demand for display products, despite some losses in the
Solution Division. However, the DS method experienced a decrease.

Looking ahead to the fourth quarter, as of December 31, 2022, the company's consolidated
revenue reached 70.46 trillion Won, and operating profit reached 31 trillion Won. For the
entire year of 2022, the company is expected to achieve a total revenue of 302.23 trillion
Won and a record high profit of 43.38 trillion Won.

In 2024, there is an anticipation of ongoing macroeconomic uncertainties, and a revival is

expected in the memory business. The DS division is focused on boosting the sales of
advanced node products and has outlined plans to address the demand for high-
performance, high-bandwidth products by increasing the sales of HBM3 and HBM3E
products using exceptional HBM manufacturing capabilities. The Foundry Business is set
to commence mass production of the 3 nanometer (nm) generation 2 Gate-All-Around
(GAA) process at the newly established plant in Taylor, Texas. Additionally, the
Advanced Packaging business will initiate production operations to meet the increasing
orders from both local and international HPC customers, including orders for turnkey
services incorporating advanced 2.5D, logic, and HBM packaging technology.

3.1.2. Retail Network:

3.1.2.1. Distribution strategy through level 1 agents:

Distributors at the highest level have the responsibility of executing promotions and
devising strategies for marketing products to their clients. Furthermore, Samsung's level
1 agents also have a crucial role in providing market intelligence such as new product
sales, customer feedback, and technical issues with each product. This information is then
used by department managers to make necessary policy adjustments. Notable Samsung

27
distributors in the Vietnamese market include: Phu Thai Company, Viettel, Petroleum
General Services Joint Stock Corporation (PSD)...

Once the products are available from authorized Samsung retailers, the electronic devices
will be rapidly dispersed throughout the country via smaller dealers and retail outlets. By
utilizing official agents for sales, Samsung is able to reduce certain operational costs and
increase profits. Some of the costs that can be saved include expenses related to space and
labor…

Tmsung's sales system is efficiently managed through this approach, allowing for
individual agent control instead of relying solely on the company's sales force, which is
more time-consuming and expensive.

3.1.2.2. Distribution strategy through retail agents:

The retail system of Samsung involves the acquisition of products from official level 1
dealers for resale to end customers. Samsung mobile phone products are available in
various retail outlets such as electronics supermarkets, mobile phone stores, home
appliance stores, and offices, with some retailers, like Mobile World, FPT, Viet Mobile,
and CellphoneS, enjoying high levels of customer trust.

Customers can take advantage of attractive promotions while purchasing a wide range of
Samsung products at electronics centers. Moreover, Samsung products are readily
available at electronics store chains across the country, making them easily accessible to
customers.

3.1.2.3. Samsung builds an online distribution system through e-commerce

platforms:

In addition to traditional sales channels, Samsung is expanding its sales efforts through
online platforms such as e-commerce websites. Samsung currently collaborates with
various e-commerce sites including Lazada, Tiki, Shopee, and Sendo to distribute its
products. Conducting business on e-commerce platforms has led to a significant increase
in product consumption, as well as enhanced brand recognition and positioning of
Samsung in the minds of consumers.

Apart from Lazada, Tiki, and Shopee, Samsung also has a presence on other online
platforms like CellphoneS, Electronics Supermarket, and Thegioididong. These major
companies heavily invest in marketing campaigns to boost product sales, contributing to

28
the growing consumption of Samsung products.

Samsung's electronic products, particularly smartphones, experienced a significant surge

in sales following the introduction of e-commerce platforms, which featured monthly and
holiday super sale events, along with enticing vouchers to boost demand.

3.1.3. Finances:

Figure 3.1.3. Samsung's financial situation over the years.

Source: msn.com

Samsung's revenue has shown a consistent increase over the last decade, reaching 100
trillion won in 2016 and rising to 300 trillion won in 2023. The average annual revenue
growth during this period was 15%, indicating a steady rise.

Similarly, Samsung's operating profits have displayed a steady upward trend, reaching 20
trillion won in 2016 and increasing to 80 trillion won in 2023. The average annual
operating profit growth during this period was 25%, highlighting a strong performance.

Furthermore, Samsung's operating expense, which is the ratio of operating profit to

revenue, has exhibited a consistent increase over the past 10 years. In 2016, the company's
operating profit margin was 20%, and this figure rose to 26.7% in 2023, demonstrating a
sustained improvement.

Conclusion:

In summary, the data indicates that Samsung possesses robust financial fundamentals.
Both the company's revenue and profits have demonstrated consistent growth over the last
decade. Additionally, Samsung maintains a high operating expense, indicating a strong

29
financial position. These indicators suggest that Samsung is well-equipped for sustained
expansion in the years to come.

3.1.4. Goals:

3.1.4.1. Future vision:

Enhancing lives and making the planet a better place:

With climate change being a major concern for all, Samsung is dedicated to continually
reducing its environmental impact and prioritizing climate-positive solutions through the
implementation of its set goals as outlined in the new environmental strategy released in
September 2022.

Transform your home with powerful solutions:

In addition to its environmental efforts, Samsung is dedicated to introducing cutting-edge

products that enhance the lives of users. The company is continuously enhancing user-
focused home entertainment with its recently released products, including the 98-inch Neo
QLED 8K TV. Furthermore, Samsung has also unveiled the new Odyssey Neo G9 gaming
monitor and The Freestyle Gen2 portable projector – ideal gadgets for users looking to
broaden their experiences and ensure they never miss any moment in life.

Open up a future full of possibilities through technology:

In envisioning the future, Samsung recognizes the potential of technology and its limitless
applications in enhancing users' lives. By venturing into initiatives like rolling out 6G,
broadening AI utilization, and more, the company is enthusiastic and hopeful about
tapping into the remarkable possibilities of technology. Mr. Braun concluded the
conference with a statement assuring that Samsung will persistently enhance users' lives
by paying attention to their requirements.

3.1.4.2. Mission & Method

Samsung follows a simple business philosophy: dedicate its talent and technology to create
outstanding products and services that contribute to a better global society. To achieve
this, Samsung places great importance on its people and technology.

30
 3.1.4.3. Samsung's five business principles:

Rule 1: We comply with the law and ethical standards

Rule 2: We maintain a clean corporate culture

Rule 3: We respect customers, shareholders and employees

Rule 4: We care about health, the environment and safety

Rule 5: We are a socially responsible corporate citizen

3.1.5. Workforce

Samsung has built a resounding reputation for itself everywhere in the world not only for
the quality of its products but also for its good working environment and worthy employee
remuneration policy. Samsung's total workforce in Vietnam is about 100,000 people -
according to Vietnam Labor newspaper. Samsung offers policies to remunerate and retain
talent such as: Equipping nearly 1,000 buses to transport employees, classy and
comfortable dormitories, exclusive benefits for pregnant women, and a cafeteria system
with large capacity, modern medical and health examination center system, Owns a
psychological counseling center, more than 70 free clubs to join, Internal College
Program, Leadership program for senior levels management, staff, Skills competition
activities, competition opportunities in Korea, GWP (Great Work Place) activities...

3.2. Overview of the High-End Home Appliance Market in Vietnam:

In 2021, urban areas are expected to be home to 56.61% of the world's population, and
this figure is projected to rise to 68% by 2050. Additionally, 2007 marked the first year in
which urban dwellers outnumbered rural residents worldwide.

The growth of the global refrigerator market is linked to the swift pace of urbanization.
The increasing demand for high-end electronics across various sectors is the primary
driver of this rapid urbanization. The market expansion of this refrigerator model is
attributed to its efficiency and convenience. It is anticipated that the rise in urbanization
and lifestyle development will entice consumers to invest in refrigerators. The surge in the
global urban population, particularly among high-income individuals, is expected to fuel
the demand for refrigerators in the coming years.

31
Figure 3.2.1. Number of People Living in Urban and Rural Area, World, In Billions

3.3. Trends and Needs of High-End Apartment Residents:

Nowadays, refrigerators, in addition to the function of cooling food and keeping food
frozen, only need advanced technology or beautiful design to attract customers. This
means that Samsung Bespoke is the top choice for customers. Because it not only
possesses the most advanced cooling technology or power saving mode, Samsung
Bespoke also possesses a simple, luxurious design, and most importantly, customers can
choose their own colors, Number of doors suitable for your family.

32
3.4. Competitors and Similar Products on the Market:

Table 3.4. Competitors and Similar Products

Brand Advantages Disadvantages

In addition to multi-dimensional
cooling technology or the use of
economical technology, LG
Lack of colors: LG InstaView
InstaView Door-in-Door has the
Door-in-Door only has a few
following significant advantages:
basic colors such as black,
white or silver. Although these
In normal mode, a part of the
are basic colors, they have
refrigerator's door is a mirror. Just tap
LG somehow become a
twice on the glass door and the light
InstaView disadvantage because it is
system inside will automatically light
Door-in- difficult for customers to
up. At that time, LG refrigerators
Door design according to their
allow users to see through to easily
hobbies or design in the same
check the food and drinks inside.
color "tone" as their home.
With this design, users do not need to
This makes LG inferior to its
open the cabinet but can still quickly
competitors, specifically
determine the location of the items
Samsung Bespoke.
they need to retrieve, helping to
minimize cold air loss to the outside
and save electricity.

High durability: Hitachi R-S7000G Hitachi R-S7000G was

comes from Japan's Hitachi launched in 2013, so compared
Hitachi R- corporation. And Japanese to competitors, specifically
S7000G technology products have always Samsung Bespoke, Hitachi R-
been famous for their high quality S7000G is somewhat inferior
and durability. in cooling technologies.

33
Bespoke Samsung refrigerators's advantage over its competitors

Compared to competitors, specifically LG or Hitachi, Samsung Bespoke stands out in

points such as:

- Designed according to personal colors: In addition to basic colors such as white,

black, silver, Samsung Bespoke refrigerators have a plus point for customers in that
they can choose colors according to personal preferences or to match with their
houses. Samsung Bespoke adds other colors such as: peach pink, vanilla yellow,
beige brown, white, skyblue and navy blue.

- Choose a design that suits your family's lifestyle: Customers can choose the
number of doors to suit their family's lifestyle. For example, for a small family,
customers can choose 2 doors, or for a multi-generational family, customers can
choose 4 doors.

- Possessing more advanced, modern technology: Although competitors also

possess modern technology, however, LG InstaView Door-in-Door launched in
2017 or Hitachi R-S7000G launched in 2013 Samsung Bespoke refrigerators were
launched in 2019. Samsung Bespoke possesses more advanced technologies such
as:

- SpaceFlex technology (flexible, can be moved and adjusted in size to suit the user's
storage needs)

- FlexZone technology (can switch temperatures between different modes, suitable

for preserving many types of food.)

34
 CHAPTER 4. VINHOMES GRAND PARK INFORMATION

4.1. Overview of the Vinhomes Grand Park Project

4.1.1. Strategic Location

Vinhomes Grand Park is situated in Long Thanh My Ward, Thu Duc City, Ho Chi Minh
City. With its strategic location, the project easily connects to neighboring areas and the
city center. Located on Nguyen Xien Boulevard, only 12 km from District 1, the project
is adjacent to the Dong Nai and Tac rivers, offering a picturesque riverside view and fresh
air. The project lies within the East Saigon urban development area, surrounded by modern
urban areas such as Sala, Palm City, and Mega City. The comprehensive infrastructure
includes electricity, water, and high-speed internet, along with 24/7 security with multi-
layer protection measures. The project also provides access to essential amenities such as
schools, hospitals, shopping centers, and recreational areas, creating a comfortable living
environment for residents.

Figure 4.1.1.1. Map of Vinhomes Grand Park location

Source: Vinhomes Grand Park. (n.d.). Retrieved from https://vinhomesgrandparkc.vn/

35
4.1.2. Large Scale and Smart Planning

Vinhomes Grand Park is the largest smart riverside urban area in Southeast Asia, covering
an area of 271.8 hectares. With a construction density of only 26.3%, most of the area is
dedicated to green spaces and water features, creating a peaceful and eco-friendly living
environment. The project is divided into seven main functional zones: The Beverly, The
Manhattan, The Park, The Empire, The Beverly Hills, The Golden River, and The Saigon,
each with its unique architectural style and theme to cater to diverse customer needs. The
world-class amenities include more than 300 facilities serving all aspects of residents'
lives, including entertainment, sports, and education. The 35.5-hectare riverside park is
the heart of the project, ideal for relaxation, walking, and exercising. The diverse
playgrounds are suitable for all ages, ensuring safe and enjoyable play. The sports complex
includes football fields, tennis courts, basketball courts, and swimming pools. Vincom
Mega Mall Grand Park and Vincom Retail shopping areas provide a wide range of
shopping and dining options. The diverse cuisine from numerous restaurants and cafes
offers a rich culinary experience for residents. Entertainment centers such as cinemas,
bowling alleys, and arcades provide recreation and relaxation. Vinmec Hospital and
polyclinics offer high-quality healthcare services. The Vinschool education system
provides comprehensive education from kindergarten to high school.

4.1.3. Diverse Product Range to Meet All Needs

Vinhomes Grand Park offers a variety of products to meet all customer needs. The number
of apartments is 10,000, single villas are 500, semi-detached villas are 200, and
commercial townhouses are 100. The product types include studio apartments, one-
bedroom apartments, two-bedroom apartments, three-bedroom apartments, and
penthouses. Single villas range from 200 to 500 square meters, offering privacy and
luxurious living. Semi-detached villas combine common and private spaces, ranging from
150 to 300 square meters. Commercial townhouses are suitable for both business and
living, ranging from 100 to 200 square meters. The project caters to a diverse customer
base, including young professionals, growing families, those seeking luxury, and
entrepreneurs. Studio and one-bedroom apartments are for singles and young couples.
Two and three-bedroom apartments are for families with young children. Single villas and
penthouses are for those seeking luxury living. Commercial townhouses are for those who
want to combine business and living needs.

36
4.2. Amenities and Services at Vinhomes Grand Park

- Entertainment and Sports Facilities: Vinhomes Grand Park offers world-class

entertainment and sports facilities, including a 35.5-hectare riverside park, ideal for
relaxation, walking, and exercising. The project also features various playgrounds
suitable for all ages, ensuring safe and enjoyable play. The sports complex includes
football fields, tennis courts, basketball courts, and swimming pools.

- Healthcare and Education Services: Vinmec Hospital and polyclinics offer high-
quality healthcare services. The Vinschool education system provides
comprehensive education from kindergarten to high school.

- Shopping and Dining Facilities: Vincom Mega Mall Grand Park and Vincom
Retail shopping areas provide a wide range of shopping and dining options. The
diverse cuisine from numerous restaurants and cafes offers a rich culinary
experience for residents. Entertainment centers such as cinemas, bowling alleys,
and arcades provide recreation and relaxation.

Figure 4.2.1. Amenities and Services at Vinhomes Grand Park

Source: Vinhomes Grand Park. (n.d.). Retrieved from https://vinhomesgrandparkc.vn/

37
4.3. Target Customers and Their Needs for Smart Home Appliances

4.3.1. Target Customer Profiles

The target customers of Vinhomes Grand Park are professionals, entrepreneurs, and young
families aged 25-55, with medium to high incomes, and a modern, tech-savvy lifestyle.
They seek a convenient, safe, and high-class living space.

4.3.2. Demand for Samsung BESPOKE Smart Refrigerators

The Samsung BESPOKE refrigerator, with its customizable design, advanced cooling
technology, and smart features, is an ideal choice for Vinhomes Grand Park residents. This
product not only meets food preservation needs but also adds convenience and style to
modern kitchens. With the ability to customize colors and surface materials, the Samsung
BESPOKE refrigerator allows residents to express their personality and style. Advanced
cooling technology keeps food fresh and saves energy. Smart features connected to the
Internet of Things (IoT) enable remote control via smartphone, optimizing management
and usage. Smart home appliances also offer energy savings, environmental protection,
and reduced electricity costs for families. These products are designed with advanced
technology, reducing power consumption while ensuring high performance. The modern
and functional design of the Samsung BESPOKE refrigerator is suitable for the luxurious
living spaces of Vinhomes, while also offering many features that support daily life. These
appliances also have high safety features, information security, and ease of use for all
family members. Features such as child lock, automatic overload shutdown, and safety
warnings help protect the health and property of residents.

4.3.3. Customer Priorities and Preferences

Customers desire products that are high-quality, durable, and come with long warranties.
They expect the Samsung BESPOKE refrigerator to not only meet daily usage needs but
also be reliable and sustainable over time. Excellent after-sales service, technical support,
and quick warranty are also crucial factors. Customers need timely support from suppliers
when encountering technical issues or requiring maintenance. Reasonable prices,
promotional programs, and special offers for Vinhomes residents are also important.
Customers want to get the best value for their investment, with attractive offers and
excellent customer care services.

38
 CHAPTER 5. CONDITIONS FOR AUTHORIZED DEALERS
AND INTELLECTUAL PROPERTY RIGHTS

5.1. Conditions and Standards for Partners Supplying SAMSUNG BESPOKE

Refrigerators

5.1.1. Technical Standards Conditions

Design and Function Assurance: The SAMSUNG BESPOKE refrigerators for residents
registering at Vinhomes Grand Park must offer customizable designs regarding colors,
styles, and materials. These refrigerators must meet modern design standards, featuring
sophisticated colors and materials like glass or fingerprint-resistant stainless steel,
available through the BESPOKE Design Studio website. Key features include:

- Color Customization: Offering 11 different colors that are modern and vibrant,
allowing residents to creatively enhance their living space.

- Material Customization: Residents can choose between two materials for the
refrigerator doors: glass and fingerprint-resistant stainless steel.

- Flexible Refrigerator Modules: Enabling residents to combine multiple

BESPOKE refrigerators to create a larger unit that meets the needs of families with
many members.

- Built-in Design: The BESPOKE refrigerator is designed to be flat, allowing it to

blend seamlessly into high-end apartments, providing a more spacious and
sophisticated environment.

- Reversible Doors: With a simple hinge change, residents can adjust the door
opening direction to suit their personal habits.

Smart Technology Provision: Ensuring that the refrigerators are equipped with advanced
technologies such as Metal Cooling, All-around Cooling, Power Cool, and notably No
Frost technology, which saves defrosting time while preserving the nutritional value of
food. Additionally, the refrigerator must be connectable to SmartThings Energy and AI
Energy applications on mobile devices to monitor and control electricity consumption,
forecast excessive energy usage, track user habits to adjust consumption, and provide
predicted electricity bills to the owners.

39
5.1.2. Warranty and After-sales Service Conditions

Warranty Conditions:

- Production and Distribution: Products must be manufactured by SAMSUNG and

distributed in the Vietnamese market.

- QR Code Access: Each SAMSUNG BESPOKE product comes with a QR code,

allowing customers to easily access landing pages or websites to contact for
maintenance or repairs.

Figure 5.1.2.1. Customer Support Shortcuts for SAMSUNG

Source: Samsung Vietnam. "Product Warranty Information."

https://www.samsung.com/vn/support/warranty/

40
 Figure 5.1.2.2. Online Support Chat Box

Source: Samsung Vietnam. "Product Warranty Information."

https://www.samsung.com/vn/support/warranty/

- Replacement Policy: Products are eligible for free replacement within 12 months
if damaged, with the first month being free of charge.

- Refund Policy: Refunds within the first month from the purchase date incur a 20%
fee of the invoice value; from the second to the twelfth month, a 10% fee of the
invoice value per month is applied.

41
 - Manufacturer Faults:

➢ Gas leakage resulting in cooling issues.

➢ Frost formation (requires manufacturer assessment before

recall/replacement).

➢ Misaligned door hinges (requires manufacturer assessment before

recall/replacement).

➢ Error codes display.

➢ No power despite the supply being intact, except in cases of rodent or insect
damage to wiring.

Figure 5.1.2.3. Some Customer Assistance Rights from SAMSUNG

Source: Samsung Vietnam. "Product Warranty Information."

https://www.samsung.com/vn/support/warranty/

42
 - Service Denial: SAMSUNG may refuse repair services if no replacement parts are
available.

Non-warranty Cases

- Expired warranty period.

- Damage due to accidents, misuse, improper cleaning, insect or animal intrusion,

improper installation or operation, excessive usage, incorrect voltage, print errors,
or external physical damage.

- Products not warranted in Vietnam unless globally warranted as per SAMSUNG’s

Warranty Policy.

- Force majeure events or natural disasters, including fire accidents or liquid damage.

- Accessories like cables, connectors, and memory cards are not covered under
warranty.

Loss of Warranty Rights

- Products without a manufacturer’s serial number.

- Products repaired or tampered with by non-SAMSUNG or unauthorized centers.

- Customers not providing appropriate environments for the product (e.g., suitable
power and water sources, foreign objects or liquids affecting the product).

- Unauthorized modifications, additional mechanical or electrical components not

provided by SAMSUNG, or alterations to the product's characteristics by non-
SAMSUNG entities.

5.1.3. Transportation and Installation Conditions

- Timely Delivery: SAMSUNG BESPOKE must ensure timely delivery of products

to Vinhomes Grand Park apartments, ensuring proper storage conditions and no
damage during transit.

43
 - Professional Installation: SAMSUNG provides free and professional installation
services for residents, ensuring the refrigerators operate well post-installation and
do not affect other devices or apartments.

5.1.4. Financial Conditions

Strong Financial Stability: SAMSUNG BESPOKE must demonstrate strong financial

stability to ensure long-term, uninterrupted supply to Vinhomes Grand Park. Additionally,
SAMSUNG must prove its reputation for delivering high-quality products through
successful collaborations with other reputable partners.

5.1.5. Environmental Conditions

Energy Standards: SAMSUNG BESPOKE must meet ENERGY STAR energy standards
to ensure energy-efficient products that protect the environment. Additionally,
SAMSUNG must offer recycling services or programs for old products in an
environmentally friendly manner.

5.2. Benefits for Vinhomes Grand Park and Samsung in the partnership

5.2.1. Benefits for Vinhomes Grand Park

- Increased Property Value: Integrating high-end products like SAMSUNG

BESPOKE refrigerators, with their modern and innovative designs that align with
the luxury style of Vinhomes Grand Park, enhances the perceived value of the
property. These customizable appliances offer residents the ability to design their
living spaces, attracting potential customers who value creativity and technology
in household appliances, thereby increasing the overall property value of Vinhomes
Grand Park.

- Enhanced Resident Experience and Marketing Advantage: The unique features

of SAMSUNG BESPOKE products, such as color and design customization and
the ability to combine multiple refrigerators into one, promise high-quality
appliances with AI Energy technology for Vinhomes Grand Park residents. This
enhances technological experiences and living convenience, attracting potential
customers who appreciate innovation and making Vinhomes more competitive in
the market.

- Energy Efficiency and Sustainability: With SmartThings technology offering

numerous energy-saving utilities, SAMSUNG BESPOKE aligns perfectly with
44
 Vinhomes’ sustainability goals. Additionally, the design encourages users to add
to existing products instead of replacing them, thus promoting sustainability by
creating larger, more suitable products for family needs.

5.2.2. Benefits for SAMSUNG BESPOKE

- Market Expansion and Brand Enhancement: Vinhomes Grand Park is a

significant luxury apartment project. Collaboration with Vinhomes Grand Park
allows SAMSUNG to reach a high-end customer group and provides opportunities
to showcase their products to larger customers and other major investors, thereby
enhancing brand recognition and credibility in the premium real estate market.

- Increased Sales: Integrating SAMSUNG BESPOKE refrigerators into Vinhomes

Grand Park apartments ensures a stable demand for SAMSUNG’s products. This
partnership guarantees a steady revenue stream from bulk orders for new housing
projects.

- Innovation Standard and Expansion of Other BESPOKE Products:

Demonstrating the superior features of SAMSUNG BESPOKE refrigerators in a
high-end residential environment sets these products as the standard for smart
appliances. Moreover, under the SAMSUNG BESPOKE and Vinhomes Grand
Park collaboration, SAMSUNG has the opportunity to promote other product lines
within the BESPOKE ecosystem.

45
 CHAPTER 6. SAMSUNG'S SALES POLICY

Sales policy plays an important role in promoting sales and enhancing Samsung's
competitive position in the Vietnamese refrigerator market, especially in the cooperation
project with Vinhomes Grand Park. This policy is designed to build a strong and mutually
beneficial partnership. Samsung is committed to providing high quality products and
excellent service, giving Vinhomes Grand Park residents a comfortable and classy life
experience with the Samsung Bespoke smart refrigerator line. Raise Samsung Bespoke
brand awareness in the Vinhomes Grand Park community, attracting residents to buy
Samsung Bespoke refrigerators.

To meet the diverse needs of residents, sales policies will be divided into two types: For
fully furnished apartments and For empty apartments.

In this way, Samsung not only ensures maximum satisfaction for Vinhomes Grand Park
residents but also strengthens its position in the Vietnamese refrigerator market.

6.1. For apartments fully furnished

Samsung Bespoke will establish a large-volume sales policy and special preferential prices
for Vinhomes Grand Park. This policy includes volume discounts, along with additional
service packages such as extended warranties and comprehensive technical support. In
addition, Samsung will also provide customized product packages according to Vinhomes
Grand Park's requirements, ensuring they suit the needs and style of each apartment. This
policy not only helps Vinhomes Grand Park save costs but also enhances value for
residents by providing high quality products from Samsung.

6.1.1. Pricing and Discount Policy

Preferential Price: Provide special preferential prices for Vinhomes Grand Park, lower
than the retail price on the market.

Bulk Purchase Discounts: Provide attractive discounts for Vinhomes Grand Park when
purchasing bulk orders.

First Order Discount: Reduce the price or provide an additional discount for the first
order to encourage the start of cooperation.

46
6.1.2. Payment Policy

Flexible Payment Conditions: Propose flexible and favorable payment conditions for
Vinhomes Grand Park:

- Deferred payment: Provide 0% interest installment payment program for Vinhomes

Grand Park.

- Pay in installments, extend payment time.

- Payment according to project progress: Payment according to apartment

handovers.

- Pay by cash, bank transfer or credit card.

Quick Payment Offer: Provides additional discounts for payments made before the due
date, supporting quick and convenient payment procedures.

6.1.3. After Sales Policy

Extended Warranty: Offer extended warranty or warranty programs for the product.
Provide a 2-year manufacturer's warranty for all Samsung Bespoke refrigerators.

24/7 Technical Support: Provide 24/7 technical support to ensure timely resolution of any
issues.

Periodic Maintenance Service: Propose providing free regular maintenance services for
a certain period. Offer genuine spare parts.

6.1.4. Return Policy and Delivery Support

Flexible Return Policy: Offers a flexible return policy to ensure customer satisfaction.

Free Delivery: Provides free delivery and installation services for customers at Vinhomes
Grand Park.

Fast Delivery Time: Committed to fast delivery time to meet residents' needs.

6.1.5. Training and Technical Support Policy

Staff Training: Provide in-depth training courses for Vinhomes Grand Park staff on how
47
to use and maintain Samsung Bespoke products, effective consulting and sales skills.

Professional Technical Team: Ensure the availability of a team of professional

technicians to support and handle any technical issues.

6.1.6. Long-term Strategic Cooperation

Long-term Cooperation Proposal: Propose long-term cooperation commitments with

mutually beneficial terms to build a sustainable and long-lasting partnership.

New Product Development: Provide opportunities for Vinhomes Grand Park to become a
strategic partner in testing and developing new Samsung products.

After-sales support: Provide professional after-sales support services for Vinhomes Grand
Park and residents, including answering product questions and troubleshooting support.

Create flexible product packages: Based on information from research, Samsung creates
flexible product packages that can meet the diverse needs of Vinhomes Grand Park. These
product packages can include Bespoke refrigerators with different sizes, colors and
features to suit each type of apartment in the project.

6.2. For empty apartments

Samsung Bespoke will negotiate with Vinhomes Grand Park to implement effective
marketing strategies. These activities include introducing and consulting customers about
Samsung Bespoke refrigerators, and building promotional programs to reach potential
customers. At the same time, Samsung Bespoke will set up attractive promotions and
marketing campaigns to attract Vinhomes Grand Park residents to buy and equip its
refrigerator products.

6.2.1. Promotional Programs and Special Offers for Residents

Special Promotion Programs, incentives for residents: Create attractive special promotions
for Vinhomes residents when purchasing Samsung Bespoke refrigerator products.
Attractive gifts. Direct discount. Trade-in Program. 0% interest installment program.

48
Attractive gifts:

Classification of gifts according to refrigerator segments:

- BESPOKE 1-door, 2-door refrigerator: Free premium pot set.

- BESPOKE 4-door refrigerator, combined refrigerator: Free water purifier.

Seasonal gifts:

- Summer: Free voucher for air conditioner fan or air purifier.

- Winter: Free water heater voucher.

Gifts according to preferences:

- Survey residents to determine desired gifts.

- Provide redemption options for customers.

Direct discounts:

Applying different discount rates for refrigerator segments:

- BESPOKE 1-door, 2-door refrigerators: Discounting from 5-7%.

- BESPOKE 4-door refrigerator, combination refrigerator: Discounting from 7-10%.

Provide discount codes for special occasions: Tet holidays, National Day, Vinhomes
Grand Park's anniversary,...

Trade-in Program:

Samsung Bespoke initiates a program to exchange old products for new Samsung Bespoke
refrigerators, offering attractive prices and free old item transportation and new product
delivery. This program not only provides economic value to customers but also allows
them to experience the convenience and advancement of this new product line. The
flexibility and convenience of exchanging old products for new ones will also provide
significant motivation for customers to participate.

49
0% Installment Program:

Samsung Bespoke offers flexible installment options for customers, including:

- Free Loan Application Procedures: Minimizing costs and financial risks for
customers when borrowing money.

- Diverse Payment Terms: Customizing payment terms to suit the financial

capabilities of each customer, helping them easily manage finances and save costs.

6.2.2. Product marketing and promotion strategy

Direct Advertising:

Joint Advertising Campaigns: Samsung can support Vinhomes Grand Park in joint
advertising campaigns, such as organizing events, seminars, or product exhibitions.
Displaying the Vinhomes Grand Park logo on Samsung's advertising videos, magazines,
etc.

Marketing Materials: Providing Vinhomes Grand Park with marketing materials such as
brochures, posters, standees, etc., to promote Samsung Bespoke refrigerators.

Participating in joint marketing activities: Joining Vinhomes Grand Park's promotional

programs and offers. Supporting Vinhomes Grand Park in organizing marketing activities
in residential areas.

Product Introduction to Customers: When customers finalize apartment purchases,

Vinhomes Grand Park staff will advise and introduce refrigerator products to customers,
offering special incentives upon purchase.

Supporting Vinhomes Grand Park in organizing product experience programs for

customers, such as assisting in designing product display booths in residential areas.
Providing Vinhomes Grand Park with refrigerators for decoration, for use in public areas
such as waiting rooms, meeting rooms, etc.

Online Advertising:

Advertising on the Vinhomes Grand Park website and fan page, Google Ads targeting
residents, Email marketing, SMS marketing, Vinhomes Grand Park community groups,
etc.

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Organizing Online Contests: “BESPOKE, Be Home” Kitchen Design Contest

Samsung organizes the “BESPOKE, Be Home” kitchen design contest, inspired by the
trendy color palette of Samsung Bespoke refrigerators. This contest not only encourages
creativity but also allows individuals to express their personalities through unique color
schemes and personalized styles.

Figure 6.2.1. “BESPOKE BEHOME" - Kitchen Design Competition

Source: https://www.samsung.com/vn/bespoke-be-home/cong-binh-chon/

Participation is simple: participants only need to create photos and videos of their kitchen
space, using the colors and designs of Samsung Bespoke refrigerators to create a dream
kitchen space. Outstanding works will be shared and voted on online platforms, attracting
the attention and participation of Vinhomes Grand Park residents.

To increase attractiveness, the contest will feature famous KOLs such as Quỳnh Anh Shyn
and Tóc Tiên, who will showcase their trendy and unique styling. The presence of these
celebrities not only attracts more participants but also generates strong social media buzz.

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The “BESPOKE, Be Home"' contest is not only a creative playground but also an
opportunity for Vinhomes Grand Park residents to connect, share ideas, and explore
unique and modern kitchen design solutions with Samsung Bespoke refrigerators. This is
how Samsung emphasizes its commitment to providing a classy living experience and
personalized style for the residents of this project.

Figure 6.2.2. Samsung BESPOKE Refrigerator - Quynh Anh Shyn's choice

Source:https://www.elle.vn/quan-diem-cong-dong/can-bep-voi-tu-lanh-samsung-bespoke

Figure 6.2.3. Toc Tien turns on its own with Samsung BESPOKE
Source:https://www.facebook.com/photo/?fbid=587746739374312&set=pcb.587749417
07378

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 CHAPTER 7. CONCLUSION AND RECOMMENDATIONS

7.1. Summary of key points

This report presents a comprehensive analysis of the potential collaboration between

Samsung and Vinhomes Grand Park, focusing on the integration of Samsung BESPOKE
smart refrigerators into the luxurious apartments of Vinhomes Grand Park. Within this
report, key points are thoroughly examined and supplemented with informative details and
illustrative imagery to enhance persuasiveness. It includes strategic project objectives
aimed at enhancing residents' living experiences through high-quality, customizable smart
appliances, tailored to individual needs, while considering market demands and the
competitive landscape within Vietnam's luxury real estate sector. Detailed information
regarding strategic location, synchronized amenities, and intelligent planning of
Vinhomes Grand Park has been meticulously presented.

Moreover, the report outlines specific conditions and standards for potential suppliers of
Samsung BESPOKE refrigerators, encompassing technical requirements, warranties,
delivery timelines and procedures, financial considerations, and environmental
implications. In addition, proposed implementation strategies in Samsung sales policy to
attract and reach more customers, thereby contributing to more effective project
construction. The mutual benefits for both Vinhomes Grand Park and Samsung are
underscored, emphasizing the enhanced mutual advantages, elevated resident experiences,
as well as opportunities for market expansion and brand enhancement, both for Samsung
as a whole and specifically for the Samsung Bespoke refrigerator product.

Furthermore, additional content could include a thorough examination of consumer

preferences and trends in smart home appliances within the Vietnamese market, potential
challenges and mitigation strategies for the collaboration, and a detailed analysis of the
competitive landscape, highlighting Samsung's unique value proposition and market
positioning. Additionally, incorporating case studies or testimonials from similar
collaborations or projects could further bolster the report's credibility and persuasiveness.

7.2. Assessment of cooperation potential and benefits

The collaboration between Samsung and Vinhomes Grand Park showcases immense
potential and mutual benefits. For Vinhomes Grand Park, integrating the premium
Samsung BESPOKE refrigerator significantly enhances the value proposition of the
apartments, making them more appealing to potential buyers and providing residents with
an elevated living experience through advanced technology and personalized design

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options. This integration aligns with Vinhomes' goal of creating a sophisticated and
environmentally friendly living environment.

For Samsung, this collaboration provides access to a premium customer base, or those
who appreciate uniqueness and distinction, enhancing brand recognition in the luxury real
estate market and ensuring stable demand through large-scale orders for new housing
projects. Additionally, this partnership aligns with Vinhomes' sustainable objectives by
incorporating energy-saving technologies and environmentally friendly practices,
reinforcing Samsung's commitment to innovation and sustainability.

Overall, the collaboration between Samsung and Vinhomes Grand Park not only enhances
the attractiveness and value of the residential units but also aligns with sustainable goals,
showcasing a commitment to innovation and environmental responsibility.

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