Brief Introduction of The Company

I.
Introduction
1. Brief introduction of the company
-Trade name: Vincom Mega Mall Royal City.
-Project investor: Vincom Joint Stock Company - Vingroup Corporation.
-Project location: 72 Nguyen Trai, Thanh Xuan, Ha Noi.
-Total land and area: more than 230.000 square meters
Vincom Mega Mall Royal City (VMMRC) is the first subterranean shopping mall
complex in Vietnam to comply with international standards and vast parking lots. It is
dubbed in Hanoi as a "miniaturesque European City" and earned "Vietnam's finest mega-mall" in
2014. Vincom Mega Mall Royal City's key enticing aspects are a large retail area, many
entertainment choices, restaurants, commercial activities, and sales promotions. Seventy percent
of visits to Vincom Mega Mall Royal City currently have an average salary of less than VND 15
million per month and are under 35 years old.
All shopping malls and tenants are seeking solutions to enhance footfalls and revenues
through trade marketing and promotional campaigns. The Vincom Retail leaders have been
spending a lot of time developing an approach to establishing Vincom Mega Mall Royal City as
the leading position in the Vincom shopping chain. We want to rejuvenate this Mega Mall to
become the “number one” place that initiates and spreads trends to the targeted customers
.However, in recent years, due to the lack of updates and improvements in terms of
quality as well as not focusing on improving customer experience, the number of visitors
visiting and shopping at Vincom Mega Mall Royal City has decreased significantly. Instead,
more and more shopping and entertainment centers have sprung up, such as Aeon Mall,
Discovery Complex,... attracting massive attention from visitors from all over the country.We
decided to assist with some innovative solutions to achieve this ambitious goal. Specifically, we
would like to focus the solution on addressing the following aspects:
- Redesigning customer experience
- Innovating tenant mix
- Digital transformation of retail experience
2. Products & services
Vincom Mega Mall Royal City converges a value chain of tourism, shopping, and
entertainment, where customers can combine sightseeing, consumption, social exchange, friends
and especially family entertainment.
3. Business context (vision, mission, value)
Vision
Vincom Mega Mall Royal City aims at becoming the 'no. 1' site where the trendtowards
consumer targets may be initiated and spread
Mission
Vincom Mega Mall Royal City's mission is to pioneer a unique shopping, entertainment,
and dining experience, helping to shape a new consumption style for consumers.
Value
Picture 1: Vincom Retail’s Core values (Source: Vincom Retail annual report, 2017)
4. Staff profile
Picture 2: Leadership chart (Source: vingroup.net)
Picture 3: Executive Board of Business Areas (Source: vingroup.net)

Present Vincom Mega Mall Royal City have 388 employees
5. Major technologies, equipment, & facilities
+800 booths are leading domestic and international brands.
+Food Street with total area: 44.000 square meters, more than 170 restaurants.
+Water park with a total area: 17,000 square meters.
+The largest indoor water park in Southeast Asia, with an area of up to 24,000 square
meters.
+The first indoor ice skating rink in Vietnam has a total area of more than 3,000 square
meters
+Games World is nearly 10,000 square meters wide.
+High-tech 2D, 3D and 4D cinema rooms with a total area of over 5,000m2.
+Vincom contemporary art center has a total area of nearly 4,000 m2.
6. Business structure & governance
Figure 4: Organizational chart (Source: vingroup.net)

7. Why is analysis of business environment important?
The business environment cannot exist in isolation, but each business enterprise exists
and develops in different forces of the business environment. The environment is something that
is constantly changing from day to day, so businesses have no control over the environment and
have no other choice but to adapt themselves to these forces. In industry analysis, a detailed
understanding of a business's environment allows managers to not only identify and evaluate but
also respond to these changing external forces, in order to survive and thrive. enterprise. This
helps them take the right actions at the right time by building appropriate business strategies,
helping to improve business efficiency, keep up with changes to increase profits, and fend off
competitors. and maintain existing market share.

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I.

Picture 3: Executive Board of Business Areas (Source: vingroup.net)

Figure 4: Organizational chart (Source: vingroup.net)

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