Vingroup: Success in the Fast-changing Vietnamese Market - Learning from a Conglomerate

다국어 초록 (Multilingual Abstract)

This is a case study about Vingroup of Vietnam, a leading conglomerate in Vietnam with businesses that span from essentials to aspirationals. The main purpose of this case study is to identify the major turning points that led to its rapid growth and to understand the success factors that helped the company overcome the challenges it faced along the way. This case study is organized into five main sections. The first section describes the history of the company, in particular about how it started as a noodle factory in Ukraine and grew into a diversified corporation in Vietnam. In the second section, this case study highlights and discusses three important turning points that shaped the success of Vingroup. The turning points are the company’s entry in the commercial real estate sector amid the aftermath of the 2008 global financial crisis, its entry into the consumer retail sector, and lastly, its entry in the car manufacturing industry. The third section draws attention to the factors behind the company's success in overturning the challenges that it faced during the three turning points. The success factors are its vision of building an ecosystem that locks-in value through complementary businesses, its effective capital management, its profound understanding of local culture and needs, and its strategy in hiring talents. The fourth discusses some current challenges that the company is facing and our recommendations regarding some possible strategies to overcome the challenges. The final section summarizes some lessons that could prove valuable for business people, academicians, and students in gaining an understanding of the Vietnamese market and how to thrive in that market.

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