MINISTRY OF FINANCE
UNIVERSITY OF FINANCE – MARKETING
BANK FINANCIAL TECHNOLOGY INSTRUCTIONS
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FINAL INDIVIDUAL ASSIGNMENT
TOPIC: STP AND PRODUCT STRATEGY FOR THE VF 3
PRODUCT LINE OF VINFAST COMPANY
Subject: Principles Of Marketing
Class ID: 26111802104910
Student Name: Lê Hoàng Bảo Trân
Student ID: 2521005621
Lecturer: ThS. Nguyễn Thị Minh Ngọc
Ho Chi Minh City – April 26 , 2026
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TABLE OF CONTENTS
SECTION 1: INTRODUCTION ........................................................................................... 4
1.1. Overview of Vinfast Company ...................................................................................... 4
1.2. Product Mix .................................................................................................................. 4
1.3. Key Characteristics of VF 3 Product Line ................................................................... 5
SECTION 2: ANALYSIS OF THE STP STRATEGIES FOR THE VF3 PRODUCT
LINE ........................................................................................................................................ 6
2.1. Marketing Segmentation .............................................................................................. 6
2.1.1. Geographic Segmentation ...................................................................................... 6
2.1.2. Demographic Segmentation ................................................................................... 6
2.1.3. Psychographic Segmentation ................................................................................. 6
2.1.4. Behavioral Segmentation ....................................................................................... 6
2.2. Target Segment Selection ............................................................................................. 6
2.3. Positioning strategy ...................................................................................................... 7
2.4. Positioning map ............................................................................................................ 7
SECTION 3: VINFAST'S PRODUCT STRATEGY FOR THE VF3 PRODUCT
LINE. ....................................................................................................................................... 8
3.1. Three Product Levels of The VF3 Product Line ......................................................... 8
3.2. Key Product Attributes .................................................................................................. 8
3.3. Product Life Cycle (PLC) And the Strategic Product Implications of VF3 ............ 9
3.4. Evaluate The Alignment Between The Product Strategy, Target Market, And
Positioning ......................................................................................................................... 10
SECTION 4: PROPOSAL OF SOLUTIONS .................................................................... 11
4.1. Recommendations for Product Strategy Improvement ............................................. 11
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4.2. Justification for Recommendations ........................................................................... 11
LIST OF REFERENCES: ................................................................................................... 12
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SECTION 1: INTRODUCTION
1.1. Overview of Vinfast Company
Vinfast, a branch of Vingroup, stands as Vietnam's pioneering global producer of intelligent
electric vehicles (EVs). Engaged in the automotive and eco-friendly technology sectors, the
company's primary operations encompass the research, advanced manufacturing, and distribution of
eco-conscious transportation solutions. VinFast boasts a state-of-the-art production facility with an
automation level reaching 90%. Its main product offerings are divided into three key brands: the VF
series (electric vehicles for general passenger use, ranging from VF 3 to VF 9), Lac Hong (premium
electric vehicles), and a diverse selection of electric scooters and e-buses.
Source: Báo dân chí
1.2. Product Mix
Although Vinfast has only recently entered the Vietnamese market, it has developed an extensive
product ecosystem that spans nearly all segments of the transportation industry. Their offerings go
beyond automobiles to include a variety of other vehicles, such as electric motorcycles, passenger
cars, and public buses. For personal vehicles, Vinfast provides a broad selection, ranging from
budget-friendly compact models like the VF3 to large, high-end SUVs like the VF9. Additionally,
they have launched the Lac Hong luxury car line to cater to the ultra-luxury market. This variety in
their product lineup enables Vinfast to appeal to a diverse customer base, including students, office
workers, and affluent families.
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Source: VinFast Newsroom
1.3. Key Characteristics of VF 3 Product Line
The VF 3 is a cost-effective and eco-friendly electric SUV. Its small and practical design allows
for easy navigation through tight streets. The Base model focuses on practicality and affordability,
featuring essential smart functions for everyday travel. In contrast, the Creative model highlights
customization with a variety of color options, as well as improved connectivity and entertainment
features.
Both models include important features such as a driving range of about 210 km on a single charge
and rapid charging from 10% to 70% in just 36 minutes. The VF 3 is also equipped with a large 10-
inch touchscreen and advanced driver assistance systems. With its high ground clearance and flexible
battery leasing options, the VF 3 presents a smart, safe, economical, and dependable alternative to
motorcycles.
Source: https://shop.vinfastauto.com/vn_vi/dat-coc-xe-dien-vf3.html