Vietnamese Car (VinFast): Building a Global Brand

Vietnam is a developing country in Southeast Asia, and for Vietnamese people, Vingroup is their pride. Vingroup was founded in 1993, which is previously known as Technocom—an instant noodle company in Ukraine. Gradually investing in Vietnam, Vingroup is now holding a series of famous companies and brands, for example, Vinhomes, Vinmec, Vinschool, Vinpearl, and VinFast. VinFast Trading and Production Limited Liability company was established in 2017 in Hai Phong City, Vietnam, a company of Vingroup, and its main products are cars, electronic cars, and e-scooters. Although VinFast is a relatively new name to the world’s automobile and scooter market, in Vietnam specifically and in the world in general, this is an expected company. Just established officially in 2017, VinFast has surprised the world with the release of its first model running on streets in 2019. Moreover, up to now in early 2021, VinFast just introduced at least three car models that are fully operated electrically, i.e., electronic vehicles or EV. Those new results have been gained through only some recent years. This case examines what the company has done and oriented in strategically and foresight to deserve to be on par with other cult brands. Each brand has its own affirmative journey and its own strategic steps. Winning lies in who understands market needs more and who knows how to navigate the most comprehensive marketing strategy on the global stage.