Vinschool: The triumphs and challenges of scaling Vingroup’s not-for-profit school
Publication Type
Case
Publication Date
5-2020
Abstract
What does it take to set up the next level of schools that encourages academic excellence at an international level in a developing country? How should the school brand itself to communicate that commitment to excellence to prospective students’ parents? How can a school provide that level of academic excellence at an affordable cost to the middle-income segment? What are the levers that it can use to scale its school locations over the country? In September 2019, Phan Hu Thuy, CEO of Vinschool, contemplated the above questions as she addressed the managing committee of Vinschool. Thuy had a daunting target ahead of her – to expand Vinschool to double its existing size in a period of five years. Vinschool was established in 2013 in Vietnam, as a directive of Vingroup, to provide schooling facilities for children residing at the Vinhomes real estate complexes built by the group. The school had expanded rapidly, growing from one campus to 31 campuses with over 27,000 students, by 2019. Operating as a not-for-profit entity, Vinschool delivered international standard education to its students, amidst an increasingly competitive private school education market served by a limited resource pool. The challenge was clear: Vinschool had to provide an excellent academic experience with limited resources, and at the same time, focus on uniformity of quality as it established new campuses. How could Vinschool expand holistically? How could Vinschool stay ahead of the competition? Could the school expand its potential consumer market segment? How could the school make it's brand more compelling?
Keyword(s)
Marketing, Education Innovation, Positioning Strategy, Brand Conceptualisation, Value Proposition, Scaling a Brand
Discipline
Education | Marketing
Research Areas
Marketing
Data Source
Field Research
Industry
Educational Services
Geographic Coverage
Vietnam
Temporal Coverage
2019
Education Level
Executive Education; Postgraduate; Undergraduate
Publisher
Singapore Management University
Case ID
SMU-20-0004
Additional URL
https://cmp.smu.edu.sg/case/4336
Comments
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