TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING

KHOA QUẢN TRỊ KINH DOANH

FINAL EXAM
SEMESTER 1
INTERNATIONAL BUSINESS MANAGEMENT

Group members:
1. Phan Ngọc Đăng Châu. Student code: 2121012265
2. Lê Quỳnh Như. Student code: 2121012068
3. Trần Hồng Thắm Student code: 2121012973
Class: CLC – 21DQT07

LỚP HỌC PHẦN: 2411702052907

GIẢNG VIÊN: TS. TRẦN THẾ NAM

TP. Hồ Chí Minh, ngày 21 tháng 4 năm 2024

1. Executive Summary
VinFast is expected to further strengthen its presence, not only in Vietnam but also
globally, through its business strategies. This time, VinFast is targeting the Asian
region, specifically India, which is the world's third-largest automotive market and the
second-most populous country after China. Developing an international business
strategy helps the company identify its current position, strengths, and weaknesses to
establish goals, plan strategies, and adjust to the international business environment.
This report aims to provide VinFast with a comprehensive understanding of the Indian
market, covering political, economic, social, cultural, and religious aspects.
Additionally, it will analyze customer demographics and factors that may influence
VinFast's international business strategy from 2025 to 2027 in India.
2. Introduction
VinFast is a member of the construction and real estate corporation Vingroup, founded
by Pham Nhat Vuong. The company's name is an abbreviation of the phrase "Vietnam
- Style - Safety - Creativity - Pioneer". VinFast was born in 2017 under the leadership
of CEO James B. DeLuca, becoming one of the leading automobile manufacturers in
Vietnam. VinFast made a strong impression when it won the "New Star" award at the
2018 Paris Auto Show.
India is a large market with more than 1.3 billion people and is experiencing rapid
economic growth and increasing demand for clean energy vehicles. According to
Mordor Intelligence, the Indian Electric Vehicle Market Size is estimated to reach
USD 34.80 billion by 2024 and is expected to reach USD 110.74 billion by 2029,
growing at a CAGR of 26.05% during the forecast period (2024-2029). This shows
that VinFast has an opportunity to develop its electric car business here, thanks to the
positive market environment and support from the government and people for clean
technology.
3. PESTLE analysis
3.1. Political issues
Political system: “India is a Sovereign Socialist Secular Democratic Republic
with a Parliamentary form of government which is federal in structure with unitary
features. There is a Council of Ministers with the Prime Minster as its head to advice
the President who is the constitutional head of the country. Similarly in states there is a

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Council of Ministers with the Chief Minister as its head, who advices the Governor.”
(Governance & Administration, n.d.)
Political stability: In general, India has maintained political stability over the
past 10 years, but there are also some challenges that need to be resolved. “The
Bharatiya Janata Party (BJP) won elections in 2014, 2019 and 2023, consolidating its
leadership position.” However, the opposition party also has a strong voice and
frequently criticizes the government. The Pew Research Center survey mentioned that
most Indians were satisfied with their government during this period. However,
satisfaction rates have decreased slightly in recent years. Because the government does
not thoroughly solve the problems people are facing: pollution, unemployment rate,
corruption, .... (Danh sách Thủ tướng Ấn Độ, n.d.)
Political relationship with Vietnam: Vietnam and India has had a friendly
relationship for many years. “From 2018 up until now, India has visited Vietnam eight
times.” “Most recently, at the end of 2023, Indian Foreign Minister Subrahmanyam
Jaishankar began an official visit to Vietnam. The two ministers also attended the
ceremony to release a joint stamp set between Vietnam and India to commemorate the
50th anniversary of establishing diplomatic relations between the two countries (1972–
2022).” (Quan hệ Ấn Độ – Việt Nam, n.d.), (Đưa quan hệ Đối tác Chiến lược toàn diện
Việt Nam - Ấn Độ ngày càng phát triển mạnh mẽ, n.d.)
3.2. Economic issues
The consumption of product: “According to the IEA, there are currently more
than 2.3 million electric vehicles in circulation in India.” In addition, India ranked
above Japan twice in a row in the global rankings, behind only China and the US in
automobile sales. According to SIAM, new car sales in India in 2023 increased by 7%
compared to 2022, with a total of 4.25 million vehicles sold. (Cường, 2023), (India),
n.d.)
The average income: “According to the NSO, the average income per capita in
India increased by nearly 99% in nominal value, while in real value it only increased
by about 35% from 72,805 rupees (2014) to 98,118 rupees (2014) in the year 2023.”
(Quyên, 2023)
Economic relationship with Vietnam: Trade between the two countries
increased rapidly, from 72 million USD (1995) to over 1 billion USD (2006), nearly

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2.5 billion USD (2009), and 2.7 billion USD (2010). By 2023, it will reach nearly 14.4
billion USD.
Figure 1: Import-export turnover of Vietnam & India in the period of 2014–2023
Unit: Million USD

Source: Compiled data from statistics of the General Department of Customs

3.3. Social issues
Size of population: From 2014 to 2023, the population size is constantly
increasing. The population size in 2023 compared to 2014 will increase by 128 million
people. “India has surpassed China and it ranks first in terms of population according
to the top 20 countries by population ranking as of December 31, 2023.” (Quốc gia
đông dân nhất thế giới năm 2024, 2024)

Figure 2: Size of population

Unit: Billion people

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 Source: World Bank and US Census Bureau
People's attitude with products: “India launched a policy to convert to electric
vehicles in the context of pollution becoming India's top problem, pushing the country
ahead of China to become the world's top polluting country, causing losses. damage
3% of GDP.” After the policy was issued, consumers in India responded positively to
the policy because they felt they could save money when using electric vehicles in the
context of rising gasoline prices. (Phương, 2017)
3.4. Technological issues
E-commerce: “The average spending on online shopping by users in India
reached 224 USD in 2017. India's e-commerce market has the potential to grow four
times compared to 2018 (at a level of 50 billion USD) and reach 150 billion USD by
2022 due to increased people's income and the increase in the number of network
users. Bain & Co. estimates that India's online shopping market will reach $50 billion
by 2022, with the number of online shoppers being 180–190 million - the third largest
in the world after China and the US.” (Phương, 2023)
Intellectual property right: “In previous years, India abolished patents on 15
drugs produced by international pharmaceutical companies to clear the way for
domestic companies. India attracts only 2.7% of the total global investment in research
and development because of lax intellectual property rights protection mechanisms.”
“To overcome that consequence, India has issued and amended the new Trademark
Law 2017 with an easier registration process and stricter penalties for copyright theft.”
(Trang, 2014), (Quy trình đăng ký nhãn hiệu tại Ấn Độ, n.d.)
3.5. Legal issues
The current legal system: “India has a legal system influenced by Common
Law.” (Thanh, 2023)
The principle of comity with Vietnam: Vietnam and India do not fully recognize
each other's laws. However, the two countries have a number of bilateral agreements
on justice and mutual legal assistance. “The most important agreement is the
Agreement on Mutual Legal Assistance in Criminal Matters between the Socialist
Republic of Vietnam and the Republic of India, signed in 2007 and effective in 2008.”
“Both sides emphasized the importance of resolving disputes by peaceful means,
including full respect for diplomatic and legal processes, in accordance with

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international law, especially the 1982 United Nations Convention on the Law of the
Sea (UNCLOS).” In addition, the two countries also have a number of other
agreements on legal cooperation in fields such as civil, trade, investment, intellectual
property, etc. (HIỆP ĐỊNH TƯƠNG TRỢ TƯ PHÁP VỀ HÌNH SỰ GIỮA CỘNG
HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM VÀ CỘNG HÒA ẤN ĐỘ, 2009), (Tuyên
bố chung Việt Nam-Ấn Độ, 2018)
3.6. Ethics issues
The rate of corruption: India's corruption score ranges from 33 to 43, indicating
a moderate level of corruption. “India ranked 93 out of 180 countries on the corruption
perceptions index for 2023, as its overall score remains largely unchanged, according
to a Transparency International report.” (India Ranks 93rd Among 180 Countries In
Global Corruption Index 2023: Report, 2024)
Figure 3: India corruption ranking 2013–2023

Source: Transparency International (TI)

The view of people with environmental protection: “According to the rankings

of IQAir Air Quality Monitoring Company in 2023, India has 3 cities in the top 10
most polluted cities in the world, New Delhi ranks first. With an AQI index at a

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"dangerous" level of 407, Mumbai ranks 6th with an AQI index of 157 and Kolkata in
2023, India has 3 cities in the top 10 most polluted cities in the world: New Delhi
ranks 7th. with an AQI index of 154.” (An, 2023)
Government:
- The government has issued regulations on air pollution and plastic waste and
invested in renewable energy.
- “The government of the capital, Delhi (India), has introduced a policy, including the
use of electric vehicles in public transportation. The Indian Ministry of Electricity and
the New Delhi city government plan to set up more than 130 charging stations in the
capital to meet the needs of electric car buyers.” The demand for electric vehicles
among people in India is constantly increasing. “However, Delhi is facing
infrastructure and cost problems in the process of greening the transport sector.” (Bảo
vệ môi trường: Ấn Độ thúc đẩy xe điện để giảm ô nhiễm không khí, 2019), (Anh,
2024)
People:
- “According to a 2022 Nielsen survey, 82% of Indians are worried about
environmental pollution, and 79% of people think the government needs to do more to
solve this problem.” (Nielsen lance une nouvelle solution de mesure d'audience des
contenus numériques en Inde, 2023)
- India has a tradition of honoring nature and valuing the environment. For example,
the Hindu religion promotes reverence for natural elements such as the Ganges River
and cows.
- Many Indians actively participate in environmental protection activities. They
participate in planting trees, cleaning up waste, and using environmentally friendly
products. But the level of awareness about environmental issues and actions to protect
the environment is still uneven among different strata of the population. Some people,
especially in rural areas, may not have enough information or be unable to participate
in environmental protection activities. Therefore, the level of environmental protection
awareness among Indians can be assessed as average.
4. Market audit
After PESTLE analysis, India is a potential market for VinFast's electric vehicle
business strategy. Because:

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4.1. Market Potential
Based on economic, social, and political factors, India is the third-largest
automobile market in the world and the country with the second-largest population in
the world, so this is an extremely potential country for car sales. VinFast's electricity.
The growth in the number of new cars and the increase in average income create an
environment that promotes vehicle demand, of which electric vehicles can be an
important part due to the positive influence of the vehicle conversion policy. electricity
to reduce pollution.
4.2. Level of Competition
The level of competition in the Indian auto market is fierce, with the presence
of local and international players such as Tata Motors, Mahindra & Mahindra, Maruti
Suzuki, Hyundai, and Honda. However, the market potential remains large for
companies like VinFast, especially in the electric vehicle segment, where competition
may be less fierce than in the traditional auto segment.
4.3. Legal and Political Environment
The legal and political environment in India could support VinFast's electric
vehicle sales. The policy of converting to electric vehicles is encouraged to reduce
pollution, and the good relationship between India and Vietnam can create favorable
conditions for VinFast investment and cooperation.
4.4. Sociocultural Influence
Indian society has positive attitudes towards the transition to electric vehicles
due to awareness of the pollution problem. Consumers can support the use of electric
vehicles to reduce costs and environmental impacts. However, it is necessary to
consider further the level of acceptance and specific consumer markets for VinFast
products in the context of India's diverse cultural and social perspectives.
5. The plan
5.1. Establishing strategy within 3 years (2025–2027)
India has a robust electric vehicle market, with demand increasing. The Indian
government has set a target of 30% of all vehicles sold in the country being electric
vehicles by 2030. The market is expected to reach $150 billion by 2030, creating many
opportunities for new companies like VinFast. However, the biggest challenge is the
affordability of consumers in India. Automobile sales rank third in the world.

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 In 2025, when entering this potential market, VinFast needs to focus on three
key factors: quality, reliability, and affordability, with a customer-centric mission.
VinFast should use the Home Replication strategy, taking advantage of its home
country's existing successes and developing electric car models that suit the specific
needs of Indian consumers.
Advantages: Take advantage of existing successes at home and apply the
development of electric vehicle models that suit the specific needs of Indian
consumers. This helps VinFast save time and costs in developing and marketing new
products while creating uniformity and friendliness with local customers. In addition,
VinFast should also take advantage of the benefits of global production and supply
processes to ensure efficiency and uniformity in the production and distribution of
products.
Disadvantages: Over-reliance on a successful model at home may cause
VinFast to ignore the local characteristics and specific needs of the Indian market. In
addition, there is also the risk of losing uniqueness and becoming indistinguishable
from competitors.
Expected results: VinFast can build a strong position in the Indian market by
providing quality, reliable, and affordable products while meeting the desires and
expectations of consumers. This will help them create a loyal customer community
and increase their market share in India's burgeoning electric vehicle industry.
In 2026, VinFast will apply a global strategy to better grasp and understand the
Indian market. From a deeper understanding of the market, VinFast will adjust
products to accurately reflect customer trends and desires while ensuring compatibility
in price and quality.
Advantages: Ability to leverage competitive advantages such as technology,
brand, and finance to solve complex problems and meet the needs of each customer
group in India. This helps VinFast have an overall and detailed view of the market,
from which it can adjust products and services flexibly and effectively.
Disadvantages: difficulty in understanding the specific characteristics and
needs of each region and customer group in the Indian market. This could put VinFast
at risk of the product not fully meeting local customers' expectations.

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 Expected results: VinFast implements a global strategy that helps strengthen
and expand its position in the Indian market. By tailoring products and services to the
exact needs and desires of local customers, VinFast can create market fit, thereby
building customer trust and increasing its market share. in the rapidly growing electric
vehicle industry in India.
In 2027, VinFast transitions to the transnational strategy. Implement global
strategic cooperation, sharing and transferring core skills, knowledge, experience, and
tangible resources between the parent company, business units, and branches operating
in different countries around the world.
Advantages: the ability to take advantage of the benefits of local economics,
scale, and experience, thereby expanding business scope and exploiting the potential
of many developing markets in India. VinFast has opened five branches in North
America and Europe, opening up opportunities to access new markets and expand its
international presence. Besides, India is one of the countries with technological
advantages. And this helps VinFast maximize market opportunities, create growth, and
provide new solutions for customers while strengthening VinFast's position in the
global auto industry.
Disadvantages: Need strong financial resources to expand business activities
into new markets. In addition, adapting to the characteristics of each market is also a
challenge, especially when these markets have great cultural, legal, and market
diversity.
Expected results: create developments and provide new solutions to customers,
thereby strengthening its position in the global automotive industry. By taking
advantage of local economies and scale, VinFast can meet diverse market needs,
thereby creating product portfolio diversification and enhancing global competition.
5.2. Identifying market entry
“On March 15 (Friday), REUTERS reported from New Delhi that import taxes
on some types of electric vehicles from foreign companies will be reduced
immediately if they commit to investing at least 500 million USD in production in
Vietnam. India. Firms that meet investment and production requirements will be
allowed to import a certain number of electric vehicles at a tax rate lower than 15%,
with cars priced at 35,000 USD or more. India currently levies a 70% or 100% tax on

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imported cars and electric vehicles, depending on their value. The new policy will take
effect immediately. This lower tariff is implemented over five years, and total volumes
will be limited to 8,000 units a year.” (Phương, Tin vui cho VinFast từ Ấn Độ!, 2024)
VinFast should invest directly in the Indian market to take advantage of
complete control over business operations. VinFast invested 2 billion USD and is
building an electric vehicle factory in the southern state of Tamil Nadu, India. VinFast
has also asked the Indian government to reduce the import tax on electric vehicles for
about two years so that customers can soon get acquainted with its products before the
factory goes into operation. VinFast manufactures directly in India, from customizing
products and services to creating a sustainable competitive advantage. This not only
promotes economic and technological development but also reflects VinFast's long-
term commitment to the Indian market.
5.3. Identifying the product lines to sell
VinFast should focus on selling electric cars in India, placing the main
emphasis on developing and marketing electric cars. As the third-largest auto market
in the world, India is one of the key points in VinFast's global expansion strategy. By
focusing on the electric car segment, VinFast can take advantage of the development
potential of the Indian market and create a great influence in the global auto industry.
5.4. Identifying the price line

Figure 4: The price line of VinFast

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 The table above shows VinFast's product line and electric car prices. VinFast
offers models such as VF 5 Plus, VF 6, VF e34, VF 7, VF 8, and VF 9.
There are two price segments: mid-range and high-end. Mid-range prices for
the VF 5 Plus, VF 6, and VF e34 models range from INR 1,927,934.33 for the VF 5
Plus to INR 2,920,046.53 for the VF e34, equivalent to approximately $21,536.64 to
$32,619.37.
The higher-end price segment for the VF 7, VF 8, and VF 9 models ranges from
INR 3,514,610.22 for the VF 7 to INR 7,328,261.35 for the VF 9, equivalent to about
$39,261.15 to $81,862.84.
These prices appear to be higher than the average prices of similar products in
the Indian market. This could create a challenge for VinFast in attracting customers,
especially in a market segment where price is an important factor in purchasing
decisions.
However, if VinFast can provide superior features and quality compared to its
competitors at a similar price or if they can create attractive promotional policies and
service packages, then there is still an opportunity to attract consumers in India.
5.5. Identifying the distribution channel
VinFast applies a diverse and flexible sales strategy, including both traditional
and online media channels.
Traditional media channels, such as VinFast, not only focus on direct sales in
showrooms but also participate in major auto exhibitions and display events in India to
enhance brand recognition. At the same time, VinFast is also looking for opportunities
to cooperate with local partners in the auto industry or businesses with existing
distribution systems to expand business scale and reach customers flexibly and
effectively. fruit.
Online media channels such as electronic websites like Flipkart, Amazon, or
auto commerce websites like CarDekho can expand sales scope and reach a large
number of online consumers.
The combination of traditional media channels and online platforms will help
VinFast optimize access and increase interaction with customers, thereby creating a
convenient shopping environment that meets the needs of customers. The diverse

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market needs ensure that VinFast products are effectively accessible in the Indian auto
market.
5.6. Identifying the promotional activities
For incentives and promotional activities, VinFast applies unique policies to
attract and retain customers. In particular, there is a 10% discount policy for customers
who pay directly and, at the same time, a loan interest exemption for the first 2 years
when customers choose to pay in installments. In addition, VinFast also provides a
long-term installment policy of up to 5 years, accompanied by quality after-sales
service, to bring the best experience and create the highest satisfaction for customers.
These policies not only help create attraction and trust from customers but are also an
important factor in consolidating and developing VinFast's market.
In advertising and communication campaigns, VinFast uses a variety of forms,
such as videos, images, and posts on social networks, to organize product display
events in major cities in India. These events are not only an opportunity to introduce
products but also an opportunity to create a special and intimate experience with
customers. And create advertising campaigns based on local culture and language to
increase awareness and engagement with local customers. This helps VinFast build a
multi-dimensional and consumer-friendly brand image, thereby attracting attention and
trust from customers.
5.7. Identifying the needed budget
When entering a new market like India, there will be a lot of potential but also
disadvantages, so VinFast needs to have strong enough capital to anticipate risks. The
Indian market is one of the fastest-growing economies in the world, with a large
population and growing demand for personal transportation. However, with that
potential comes a series of complex and disadvantageous challenges, from
infrastructure problems to fierce market competition. VinFast not only needs to focus
on product development and building a strong brand, but also needs a large enough
capital source to cope with risks and difficulties in the process of penetrating and
growing in the market. This. Financial stability is a key factor in ensuring VinFast can
maintain business operations effectively and flexibly, especially in the first stages of
building and expanding the market.

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 Figure 5: Prepare a projected budget

From the table above, it is seen that the target output level increases every year,
specifically from 45,000 vehicles in 2025 to 150,000 vehicles in 2027. Increased sales
volume leads to increased revenue. In 2025, VinFast invests 2 billion USD in India,
causing the expected profit in 2025 to decrease by 1 billion 998 USD. But from 2026
onwards, profits will change positively to 1 million 860 USD.
6. Conclusion
6.1. Advantages/ potential when VinFast enters the Indian market:
- Huge potential market: India is the third largest automobile market in the world, with
more than 3 million cars sold each year. Demand for electric vehicles in India is
growing strongly, with an expected growth rate of 44% CAGR in the period 2023–
2028. VinFast can reach a large customer market with diverse needs for electric
vehicles.
- Growing Economy: The Indian economy is growing at a rapid pace, leading to an
increase in income and the middle class. This will boost demand for cars, including
electric vehicles.
- Government support policy: The Indian government is implementing many programs
and policies to promote the development of the electric vehicle industry, including
financial subsidies and tax reductions.
6.2. Disadvantages/ risks when VinFast participates in the Indian market:
- Fierce competition: The Indian electric vehicle market is witnessing stiff competition
from strong domestic and international manufacturers such as Tata Motors, Mahindra

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& Mahindra, Hyundai, Maruti Suzuki, MG Motor, etc. These manufacturers have a
strong foothold in the market, possessing a wide distribution network, high brand
awareness, and competitive prices.
- Incomplete transportation infrastructure: The system of electric vehicle charging
stations in India is limited and concentrated mainly in big cities, causing
inconvenience for consumers when using electric vehicles.
- Government regulations may change: Support policies for the electric vehicle
industry in India may change over time, affecting VinFast's business operations.
- Cultural and business risks: Indian business culture and consumer preferences may
be different from those of Vietnam. VinFast needs to understand local culture and
adjust products, services, and marketing strategies accordingly to meet market needs.
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