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Differences in global branding strategies of Vingroup, Viettel, and FPT - A retrospective review

Recently, FPT announced that it has just opened a Software Strategy Center in Luong Khanh, Nanning City to promote the development and provide high-class technology solutions for this billion-people market, especially in the field of modern automotive technology.

Mr. Do Cao Bao, a member of FPT's Board of Directors shared on his page about this event and explained why FPT chose Nanning as the second location in China to expand its branch.
Mr. Bao wrote: “Why Nanning? Why choose a city in the least developed economic area of China?". The answer is simple: Nanning is the closest city to Hanoi, and taking the expressway from Hanoi to Nanning (via Lang Son) only takes 5h30 minutes (about 380 km) while traveling Airmail has to transit through Guangzhou with a total time of up to 8 hours.

Furthermore, Guangxi is one of the three provinces with the lowest GDP per capita in China, which means that the cost of a Chinese-speaking software engineer in Nanning is among the lowest in the world."

Read more: FPT Software opens new development center in China » Breaking News, Latest World News Updates - VietReader Viet Nam

When it comes to "planting the flag" overseas, Vingroup and Viettel are heading in opposite directions. Mr. Pham Nhat Vuong once described how this group orients its investment abroad during a conversation between Vingroup's chairman and Viettel's managers in 2016.

When asked if there is a plan to invest in developing the Vinpearl hotel system abroad, Mr. Vuong shared: "We also tighten up, remove the pipe with a few hundred million (USD) each, and then in the long run, we will build a hotel system with a brand that is not domestic anymore, but the international brand, class.

The country's number one billionaire also stated that areas such as the United States, Australia, Canada, Singapore, and European countries are places where Vingroup is aggressively hunting for chances. Mr. Le Dang Dung, then Deputy General Director of Viettel Group, counseled Mr. Vuong.

Mr. Dung said: "If you have a strategy to invest abroad, I advise you not to do it in the US or Europe in a hurry." He advised Mr. Pham Nhat Vuong to prioritize investments in developing countries. It may not always work with an American corporation, but if you do it in Myanmar, Laos, Cambodia, or Nepal, you will succeed first and then attack the US."

Answering Mr. Dung, Vingroup's chairman of the Board of Directors said: "The problem of going abroad of Vingroup is not profit-oriented, but the orientation is to plant the flag. So plug it into the most majestic place and still be able to do business for it."

And then, three years after that talk, Mr. Pham Nhat Vuong "planted the flag" in the real US, but not with Vinpearl but with VinFast. Not only the US, VinFast also offers a series of other large markets including Canada, the UK, France, and the Netherlands.
Also read: The reason VinFast chose to export 999 electric cars to the US » Breaking News, Latest World News Updates - VietReader Viet Nam

Regarding the nations in which Viettel invests, the majority of these countries share the attribute of having a slow-growing economy with a low global average income level. Furthermore, many countries have difficult topography, plenty of hills, natural disasters, drought, or political instability.
Answering the reason for choosing these countries to invest in, Mr. Nguyen Manh Hung, Minister of Information and Communications, then Deputy General Director of Viettel replied: "Simply because the places are easy to go, it's already done no more".

According to Mr. Hung, in the field of telecommunications, companies have been investing for more than 20 years, so the rest are only difficult and risky places.

However, Mr. Hung analyzed that even in countries with unstable politics, civil war, and natural disasters, telecommunications services are still essential. He shared: "It is like rice is rice, so every country needs it, needs it everywhere, all the time. Moreover, telecommunications is also an infrastructure, related to many other fields such as education and training, construction, economy... ".

That is why Viettel does not hesitate to invest in these markets. Viettel is currently the most successful Vietnamese external investment firm.
Figures for 2021 show that, in 10 international markets where Viettel invests in telecommunications, in five markets Viettel ranks No.1 in terms of market share (Cambodia, Laos, Myanmar, East Timor, Burundi), with three markets having a market share of nearly 60%. The accumulated cash flow that Viettel's overseas subsidiaries have transferred to Vietnam is up to billions of USD.

Also read: 
Prime Minister visits leading mobile operator in Cambodia (baochinhphu.vn) 
VinFast Plans a Multi-Billion Dollar EV Factory in North Carolina (autoweek.com)

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