Project Report: Strategic Analysis and Recommendations for ShareVN

This project delves into an analysis of the ShareVN transportation service, a Vietnamese ride-hailing application. The project begins with an introduction to ShareVN, outlining its purpose and the scope of the report. It then conducts thorough research, examining direct, indirect, and replacement competitors within the transportation market, including Grab and GoViet. The research also explores ShareVN's services and its marketing strategies. A subsequent discussion section compares ShareVN with its primary competitors, highlighting its unique features and advantages. The project concludes with two key recommendations aimed at improving ShareVN's service and market position, focusing on customer feedback and service enhancements. The project emphasizes the importance of understanding the market economy, macro environment, and financial analysis for business growth and success, with an overall aim to bring convenience and joy to customers and contribute positively to the community.

Project about ShareVN service
Made by: Vo Van Minh Quan

Table of content
1. Introduction…………………………………………………………………………………1
• What is ShareVN?
• Purpose of this report
2. Research………………………………………………………………………………………2
• Direct competitor
• Indirect competitor
• Replacement competitor
• ShareVN services
• Marketing Strategy
3. Discussion……………………………………………………………………………………3
• Compare ShareVN with Grab and GoViet
4. 2 Recommendations to ShareVN………………………………………………….4

Nowadays, Technology is one of the most important things in our life such as: Phone, Computer,
Internet… Along with it, a lot of great services was invented to help people life. People can use it easy to
satisfy their needs and the company get profit also. Services industry can earn a lots of money, so many
peoples invest in them. One of the most popular services is Transportation. Transport is everywhere,
every place and every country. Transportation service help us to move from where we standing to a
location that we wanted. This service is one of the most important things to foreign tourist, so it could
make big money. Vietnam have several famous transportation services such as: Grab, Goviet, Bee and a
new brand have just join the sever, that is ShareVN. ShareVN is a service to book a transportation so you
can come to you wanted place. It’s allow the people who don’t have car or motorbike can travel to any
location with reasonable price. But if we want to earn profit from it, we have to take a look at the
market economy, macro environment actors and finance analysis so we can grow our business bigger
and better.
2. Research
• Direct Competitor
Every business must have competition. It’s a process to help you improve yourself and point out what
you need to fix to earn more attention from customer. According to Business Dictionary, direct
competitor is a term that describes a company that produces a virtually identical good or service that is
offered for sale within the same market as those produced by one or more other companies. In addition
to watching their relative pricing for similar products, a business operator will keep track of any
significant technological innovations at any direct competitor that might put them at a competitive
disadvantage. ShareVN is not an only app to book a bike or car, lots of companies also invest in this

major such as: Grab, GoViet, … So if you want to outstanding with other brands, so we try to develop
effective marketing strategy and create a good advertising.
Indirect Competitor
Perfect example for Indirect Competitor is a hamburger fast food restaurant and a pizza fast food
restaurant. Both hamburger and pizza are targeting the same group of customers, i.e., hungry people.
Specifically, their target customers are hungry and want a cheap food. These customers have something
else in common too. They do not want to wait long after placing their order. That is why we call them
fast food restaurants. So Indirect Competitor is Indirect competition is competition between companies
that make slightly different products but target the same customers. We can also use the term for
providers of services. Apart from targeting the same group of customers, they also aim to satisfy the
same needs. (Market Business New, 2020). So Vietnam has developed several services which can
indirect effect to ShareVN, such as Grab. So if our company want to compete with Grab, the solution is
more promote and more effective advertising.
Replacement Competitor
Replacement Competitor is a substitute products or services that consumers could use to replace your
goods. According to Mathew Pitt, a replacement competitor is considered someone who can replace
your products or services altogether by providing a new solution. These competitors provide obstacles
in market analysis because of their inherent unpredictability. They can create and provide a newer,
faster and more productive solution or product, and there is little you can do to prevent consumers from
preferring those options. Buses, Public Transportation or Subway is substitute services for ShareVN. We
need to promote business strategy and used clean energy so the customer can have a free carbon
transportation same as bus and underground train.

• ShareVN Services
ShareVN is a app for you to book a cab which you can come to the location you want. You can download
it on Appstore and CH play. It also provides you the information of the transportations the customer is
using so they can feel safe about it. Also they have an online map tracking that vehicle so the customer
can know their location and know if the driver is on the right way or not. And if you want to come that
location which have a traffic jam on the way to that, the map will automatically draw a new way so you
can avoid stuck in that road for a long hour. Plus, if you that any problem with the share transportation,
on the online map we have develop report or feedback services. Click into it and share your issue, the
rescue team will be there from 10-15 minutes to support and help you immediately. Therefore, you will
get discount for the next share transportation if you unsatisfied and share your experience with us.
According to Laurel Weibezahn, mission statements can also include a number of other elements.
Mission statements can convey your targeted customers, position within your market, and quantitative
objectives. When writing a mission statement, it is important to understand the balance between the
mission statement as a part of your company’s public image and the mission statement as a part of your
company’s internal communications. And of course, our company have the mission statement so our
staff can focus in our energy and attention. It is “Bring the convenience to everybody so they can bring
their joy to somebody”.
• Marketing Strategy
Everybody know that marketing is one of the most important process in the business. It makes the
customer know more about the product or services, provide them enough information and give the
excellent price so the customer can feel satisfied and choose as trustworthy services. After that, more
and more people will know about the product or services because if one customer feel good about our

company, they will recommend to their friends or relatives to use them and our brand will get more and
more attention from the community. So we have several ways of marketing strategy:
• Engaging customer
Engaging customer is to provide the consumer with relevant information about our product and our
business as well. Social media is one of the best platform that we could use to attract attention from the
customer because more than 2,8 billion people use social media. We will use some of the short but
meaningful video that will include ShareVN in it such as: Free ride for people who couldn’t afford
transportation or volunteer in help poor children to go to the school. The customer can see our good
cooperate social responsibilities and support us.
• Targeting
Demographic is one of the most important things in marketing strategy. Some business jut match with
specific ages, sex, religion, … ShareVN is suitable for everybody. You can just hop in the vehicle, and the
driver will automatically follow the instruction on the map to get the customer to the wanted location in
the fastest and safest way. Also if you book a car, maybe you will get friendly driver which have a lot of
budgets on their car and they will help you relax.
• Symbiotic Relationship
Not every company is our competitor. Some of them have good relationship and co-operate together to
make a win-win trade. Perfect example for Symbiotic Relationship is Goviet. They co-operate with some
restaurant to create discount. Every time they order the food in that restaurant through Goviet, they will
get the discount from Goviet for the next ride. That how GoViet promote customer to buy food in that
restaurant. ShareVN have a lot of partner that want co-operate with us. We are still research which
services are fit best with us so we can give the customers the most convenient facility for them.
• Content Marketing

content marketing used to just be a way to set yourself apart from your competitors, it has now
become a necessity for any modern brand. Content marketing is at the heart of most successful digital
marketing campaigns. It is really important to have good employees to design and advertising our brand.
A heart touching video, or a meaningful statement about ShareVN could lead to a big effect to the
community. The customer will know what shareVN is trying to convey through a beautiful poster design
by an excellent design team. Great content can help you build trust with your leads and customers.
When consumers read your content, they start to develop an opinion of your brand. If the content that
they find is engaging, educational, and valuable, then they will start to think the same things about your
business. The more value you can provide with your content, the easier it will be to build trust with your
target audience. (Keran Smith, 2019)
3. Discussion
ShareVN is a form of transport business. Which mean they have to deal with a lot of competitor
companies such as Grab and Goviet. These are the most popular transport companies are working in
Vietnam. ShareVN have a competitor with them but we have the same goal: Bring the customer to the
exact location that they want. Unlike Grab and Goviet, our display is easier to use, simple and we also
recommend the places that similar to the location they want if that place is closed. In this time, we also
distribute to the customer with free face mask, to keep them healthy and prevent the spreading of the
newest disease name Corona Virus. And our services working 24/7, if the customer and driver need any
help, we will immediately send a team to support and rescue. Grab and Goviet only assist drivers when
they have a problem. Besides that, we are also developing Food services which the customer can
booking the restaurant through the app and get discount if they using our services to get to that
restaurant. And about our delivery services, we have develop airline delivery so if the customer want to
transfer somethings from really far away, we can help them with reasonable price.

4. Recommendation for ShareVN
ShareVN is a new services company so it still has lots of issues. We are trying to fix them, hearing from
the customer complain so we can improve our services. We need to develop it time by time to gain the
most benefit for the customer. If we want the company go on a right way, we need to:
• Listen to the customer
Customer is the people have experience our services. We need to hear feedback from them so we can
improve our self. The customer can point out what we are missing and they will help us fix that problem.
So our services will get better and better.
• Serve the customer with the heart
Customer is the most important things in business. Without customer, there will be no business in this
world. They paid the money to have the good services, so we cannot disappoint them. One more
satisfied customer, one happy people in this world and our business will get more and more attention
because of good attitude.
Overall, ShareVN is a process to a better society. We will bring the most convenient systems for the
people and improve them day by day. And we will try to develop new technology not only for the
customer, but for the whole community. Also our company works not only for the profit, each year we
will donate for charity so we can make the world a better place to live.
• Reference List
Business Dictionary, What is direct competitor, WebFinance, View in 14 March 2020
<http://www.businessdictionary.com/definition/direct-competitor.html>
Market Business New, What is indirect competition, Market Business New, View in 14 March 2020
<https://marketbusinessnews.com/financial-glossary/indirect-competition/>

Laurel Weibezhan, What is mission statement and why is it important, Tinypulse, View in 14 March 2020
<https://www.tinypulse.com/blog/what-is-a-company-mission-statement-and-why-is-it-important>
Keran Smith, Why is content marketing important, Lyfemarketing, View in 15 March 2020
<https://www.lyfemarketing.com/blog/why-is-content-marketing-important/>