TON DUC THANG UNIVERSITY

FACULTY OF BUSINESS ADMINISTRATION

DEPARTMENT OF MARKETING

PROFESSIONAL INTERNSHIP REPORT

Analyze and evaluate consulting strategies in the

field of stock investment at VP, by applying social
networks to customers and consulting services.

PROFESSIONAL INSTRUCTOR: MBA. NGUYỄN THỊ HỒNG

SUPERVISOR: VÕ HOÀNG LÂM

STUDENT’S NAME: PHAM NGUYEN QUAN

STUDENT ID: 720H1405
CLASS ID: 20H70401

HO CHI MINH CITY 11/2024

TON DUC THANG UNIVERSITY

 ACKNOWLEDGEMENTS

I would like to express my deepest gratitude to my instructors, colleagues, and friends for
their invaluable support throughout the internship process and the completion of this report.
First and foremost, I extend my heartfelt thanks to Ms. Nguyễn Thị Hồng, my academic
advisor, for her insightful guidance, encouragement, and meticulous feedback during this
internship. Her expertise and unwavering support have been instrumental not only in helping
me complete this report but also in equipping me with practical knowledge for my future
career in finance and securities.

I am also sincerely thankful to Mr. Võ Hoàng Lâm, my internship supervisor at VPS

Securities Joint Stock Company. His dedicated mentorship and generous sharing of
experience provided me with a profound understanding of the securities brokerage
profession. His valuable advice and encouragement motivated me to take on challenges and
strive for excellence during my internship journey.

In addition, I am deeply grateful to the leadership and staff of VPS Securities Joint Stock
Company for creating a professional and supportive learning environment. Their willingness
to guide and involve me in real-world projects has significantly enhanced my knowledge and
skills.

Lastly, I wish to thank my family, friends, and classmates for their continuous
encouragement and support during this important period. This achievement is a result of the
collective contributions of all those who have supported me in both academic and
professional endeavors.

Once again, my heartfelt appreciation goes to everyone who contributed to the successful
completion of this report.
 FEEDBACK OF SUPERVISING LECTURER
Student’s name: Phạm Nguyên Quân Student ID: 720H1405
Class: 20H70401 Academic Year: K24
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Ho Chi Minh City, Date…………………………………

Supervising Lecturer

(Full name and signature)

 FEEDBACK OF MARKING LECTURER
Student’s name: Phạm Nguyên Quân Student ID: 720H1405
Class: 20H70401 Academic Year: K24
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Ho Chi Minh City, Date…………………………………

Supervising Lecturer

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ACKNOWLEDGEMENTS-------------------------------------------------------------------------------------
INTRODUCTION-----------------------------------------------------------------------------------------------------------
Chapter I: OVERVIEW OF VPS SECURITIES JOINT STOCK COMPANY.--------------------------
1.1 History of establishment and development-------------------------------------------------------------------
1.2 Field of business--------------------------------------------------------------------------------------------------
1.3 Organizational Chart of the Personnel Structure of VPS Securities Company--------------------------
1.4 Personnel overview----------------------------------------------------------------------------------------------
1.4.1. Human resources situation------------------------------------------------------------------------------
1.5 Business/Financial performance overview-------------------------------------------------------------------
Chapter II: ANALYSIS AND EVALUATION OF ADVISORY STRATEGIES IN
THE SECURITIES INVESTMENT SECTOR AT VPS.--------------------------------------------------------
2.1 Overview of the plan to Optimize Customer Acquisition and Investment Advisory
through Social Media Channels.-----------------------------------------------------------------------------------
2.1.1 Proposed Implementation:-------------------------------------------------------------------------------
2.1.2 Objectives:-------------------------------------------------------------------------------------------------
2.2 Evaluating the effectiveness of current social media channels in the Finance -
Securities sector:-----------------------------------------------------------------------------------------------------
2.2.1 Performance of Social Media in 2023-2024-----------------------------------------------------------
2.3 SWOT analysis--------------------------------------------------------------------------------------------------
2.4 Target customer:-------------------------------------------------------------------------------------------------
2.4.1 Customer Persona-----------------------------------------------------------------------------------------
2.4.2 Insights:-----------------------------------------------------------------------------------------------------
2.5 Competitor analysis:--------------------------------------------------------------------------------------------
2.6 Analyze & Implementation:------------------------------------------------------------------------------------
2.6.1 Master Plan:------------------------------------------------------------------------------------------------
2.6.2 Implementation Plan--------------------------------------------------------------------------------------
Chapter III: SOLUTION AND RECOMMENDATIONS------------------------------------------------------
3.1 Orient and implement consulting and customer attraction strategies for all
business departments at VPS HCMC:-----------------------------------------------------------------------------
3.1.1. Investment Consulting Department 80 (Focus on Experienced and High-
Net-Worth Clients):----------------------------------------------------------------------------------------------
3.1.2. Investment Consulting Department 65 (Focus on Clients Seeking Long-
Term and Stable Investment Advice):-------------------------------------------------------------------------
3.1.3. Investment Consulting Department 50 (Focus on Younger Clients and New
Investors):---------------------------------------------------------------------------------------------------------
3.3.4. Integrating Social Media Platforms into Consulting Strategies:-----------------------------------
3.2 Proposal for a Communication Plan for VPS on various Social Media Platforms:
--------------------------------------------------------------------------------------------------------------------------
3.3 Context------------------------------------------------------------------------------------------------------------
IV. CONCLUSION----------------------------------------------------------------------------------------------------------
 V. CONTRIBUTION TO FACULTY AND TON DUC THANG UNIVERSITY------------------------------

LIST OF TABLES AND GRAPHS

Table 1.1: Field of business of VPS Securities Company.......................................................................

Table 1.2: Table of VPS investment consulting staff structure...............................................................
Table 1.3: Table of Investment consulting staff qualifications for the period 2021-
2023.........................................................................................................................................................
Table 2.1: SWOT Analysis of VPS Securities Company.......................................................................
Table 2.2: Target Customers...................................................................................................................
Table 2.3: Competitors Analysis.............................................................................................................
Table 2.4: Budget of Ads........................................................................................................................
Table 2.5: Budget of Ads........................................................................................................................
Table 2.6: Development of Brand of Tik Tok and Youtube...................................................................
Table 2.7: Development of Brand of Secondary Platforms....................................................................
LIST OF FIGURE

Figure 1.1: VPS Official Log..................................................................................................................

Figure 1.2: Diagram of organization of VPS..........................................................................................
Figure 1.3: VPS has crafted a comprehensive strategy to effectively target Gen Z................................
Figure 1.4: Business results report of VPS securities shares (Q4/2023 - Q3/2024)...............................
Figure 1.5: Balance sheet of VPS (Q4/2023 - Q3/2024).........................................................................
Figure 1.6: Financial indicators (Q4/2023 - Q3/2024)............................................................................
Figure 1.7: Revenue/Profit Model (Q4/2023 - Q3/2024)........................................................................
Figure 2.1: This chart statistics potential user reach on the world's leading social
media platforms in October 2024............................................................................................................
Figure 2.2: The chart presents statistics on the reasons why users engage with social
media platforms in October 2024............................................................................................................
Figure 2.3: The chart presents statistics on the reasons for social media usage by users
categorized by age groups.......................................................................................................................
Figure 2.4: Customer Persona of VPS....................................................................................................
 INTRODUCTION
In today’s digital era, social media has become an indispensable tool across various
industries, including finance, for engaging and advising customers. For firms in the securities
investment sector, platforms like YouTube and TikTok provide unique opportunities to share
timely updates and practical investment advice. These platforms not only make information
more accessible but also allow firms to connect with a wider and more diverse audience.

At VPS, a prominent leader in Vietnam's financial services market, the focus on advisory
strategies plays a vital role in building and maintaining strong client relationships. However,
there is significant untapped potential in leveraging social media to enhance these efforts.
YouTube’s long-form video format, for example, could be used to deliver comprehensive
market analyses or tutorials on investment strategies. Meanwhile, TikTok’s short-form
videos could offer quick investment tips, highlight market trends, or deliver real-time updates
that resonate with younger, tech-savvy audiences. These formats ensure that VPS can cater to
both experienced investors seeking in-depth content and beginners looking for simple,
actionable advice.

This report aims to evaluate VPS’s current advisory strategies and propose ways to integrate
social media into its client engagement model. By examining client feedback and
engagement metrics, we will assess the effectiveness of the existing approach. Based on
these insights, the report will present actionable recommendations for expanding VPS’s
social media presence. For instance, incorporating YouTube and TikTok into VPS’s
communication channels could enhance the firm’s visibility, strengthen client relationships,
and build a reputation as a forward-thinking leader in Vietnam’s investment advisory space.
These formats could appeal to both seasoned investors and young traders, creating a diverse
engagement strategy.

Through this analysis, we will outline a phased strategy for VPS to adopt social media
effectively, providing clients with valuable, interactive content while ensuring that advisory
services remain accessible and relevant. By embracing these platforms, VPS can deliver
engaging, real-time insights that not only elevate the client experience but also reinforce trust
and loyalty in an increasingly competitive financial landscape.
Chapter I: OVERVIEW OF VPS SECURITIES JOINT STOCK COMPANY.
1.1 History of establishment and development.
Established in 2006, VPS Securities Joint Stock Company is one of the leading securities
brokerage firms in Vietnam. Over the years, VPS has solidified its position in terms of both
scale and service quality, providing financial products such as derivatives, bonds, and fund
management services. Additionally, its online trading platform enables customers to execute
transactions and monitor market fluctuations.

The Vietnamese stock market has experienced 24 years of operation with remarkable
developments, and VPS has been part of this journey for nearly 20 years, continuously
asserting its role and status as one of the leading reputable financial institutions.

Figure 1.1: VPS Official Log

Mission:
We create easy access to products and services in the fields of investment, finance, and
consumer markets, aiming to bring exceptional and sustainable value to our customers,
partners, and communities.

Vision:
To become the most admired company for our creativity and deep understanding of our
customers.

Competition in the industry is fierce, with numerous securities firms, both large and small,
employing various customer attraction strategies. To establish a solid foothold, VPS has
chosen a sustainable development strategy through ESG (Environmental, Social, and
Governance) principles, harmonizing long-term business growth objectives with social and
environmental responsibilities, aiming for a sustainable future centered around three pillars:
responsible business practices, promoting diversity, equity, and inclusive finance, and a
green commitment. This demonstrates that prioritizing people and the living environment is
the top factor influencing all decisions. Building long-term relationships with customers
provides VPS with opportunities to offer the best customer care. VPS is strategic in investing
in customer knowledge to enhance their investment skills and understanding.

In the near future, as VPS maintains its domestic market position, it can also aim to attract
international clients, which will further enhance its development and build trust among
customers.

In a dynamic and flexible work environment, people are the most important factor. VPS
emphasizes that to develop, the organizational culture must be truly inclusive. Gaining
customer trust begins with earning the trust of employees. All staff members are recognized
and respected for their individuality, fostering trust and cohesion among members,
motivating and encouraging creativity, and allowing everyone to feel proud and happy to be
associated with VPS. Internal events are regularly organized by the management to provide
employees with motivation, reinforcing their commitment to the organization.

VPS has a clear hierarchical structure, including departments such as brokerage, analysis,
asset management, and customer service, while maintaining flexibility to quickly adapt to
market changes and customer needs.

Summary information of company

● Official Name: VPS SECURITIES JOINT STOCK COMPANY.
● Foreign Trade Name: VPS SECURITIES JOINT STOCK COMPANY.
● Address: L26.01, 26th Floor, Tower A, High-Rise Residential and
Commercial Complex, No. 15 Tran Bach Dang Street, Quarter 3, Thu Thiem
Ward, Thu Duc City, Ho Chi Minh City, Vietnam.
● Abbreviated Trade Name: VPS.
● Ownership Type: Joint Stock.
● Tax Code: 0104979904-001
● Established: December 8, 2015.

1.2 Field of business

Field of Business Description
Securities Providing brokerage services for individual and institutional investors in
Brokerage buying and selling stocks and other securities.
Investment Offering advisory services on investment strategies, market analysis, and
Advisory suitable stock selection for investors.
Fund Management Managing investment funds, including mutual funds and closed-end funds,
to help investors optimize returns.
Securities Issuance Assisting businesses in issuing stocks and bonds to the public.
Securities Engaging in securities investment activities to generate profits for the
Investment company.
Capital Market VPS offers comprehensive capital market services at both domestic and
Services international levels, including IPO advisory, stock issuance, convertible
bonds, warrants, and preferred stocks. As a trusted partner for Vietnamese
businesses in capital-raising transactions, VPS tailors its products and
services to meet customer needs with innovative and effective solutions.
M&A Services VPS is recognized as a top M&A advisory firm in Vietnam. It provides
thorough support throughout the M&A process, including planning,
negotiation, transaction execution, and post-merger integration. Our M&A
services encompass buy-side and sell-side advisory, division spin-offs,
divestments, and strategic partnership advisory.
Table 1.1: Field of business of VPS Securities Company

1.3 Organizational Chart of the Personnel Structure of VPS Securities Company

Figure 1.2: Diagram of organization of VPS

Governance and Strategic Oversight: This division includes the company's highest
governance and strategic advisory bodies, responsible for setting policies, managing risks,
and guiding the company’s strategic direction.

● Shareholders' General Meeting: The supreme body of the company, comprising

all shareholders. It has the authority to make major decisions, set strategic
directions, and approve key initiatives.
● Board of Directors (BoD): Oversees the company’s management and provides
strategic direction. It supervises the activities of the CEO and ensures
alignment with company goals.
● CEO (Chief Executive Officer): Manages daily operations and implements
strategies approved by the BoD, ensuring the company's overall performance
aligns with set objectives.
● Supervisory Board: Monitors the activities of both the BoD and the CEO,
ensuring legal compliance and protecting shareholders' interests.
● Risk Management Committee: Responsible for identifying, assessing, and
mitigating risks associated with company operations, ensuring the company’s
financial stability and security.
● Advisory Committee: Provides strategic guidance and expert advice to the BoD
and CEO on critical decisions.
● Assistant and Strategy Committees: Supports the CEO in administrative and
organizational tasks, focuses on long-term planning and development, aligning
with company goals.

Operational and Functional Division: This division comprises various specialized

departments that handle the company’s core business functions, including financial services,
technology, human resources, and other operational tasks.

● Capital Division: Responsible for raising and managing capital to fund the
company’s business and investment activities.
● Product Development Division: Focuses on researching and developing new
financial products to meet market and customer demands.
● Research Division: Conducts market analysis, economic research, and provides
reports and recommendations to other departments.
● Financial Advisory Division: Offers financial consulting services to clients,
including investment advisory and asset management.
● Investment and Portfolio Management Division: Manages the investment
portfolios of the company and its clients, ensuring optimal performance.
● Investment Advisory Division: Advises clients on investment strategies and
assists in making market-aligned investment decisions.
● Investment Banking Services Division: Provides investment banking services,
including IPOs, M&A, and capital raising activities.
 ● Finance and Accounting Division: Manages financial reporting and accounting
functions, ensuring regulatory compliance and accurate financial records.
● Technology Division: Manages and develops the company’s IT infrastructure,
ensuring efficient digital operations and technological support.
● Human Resources (HR) Division: Manages recruitment, training, and
employee development, ensuring the company has a skilled workforce.
● Operations Division: Ensures smooth logistical and operational processes
within the company. Includes:
○ Marketing Department: Handles branding, marketing campaigns, and
public relations.
○ Administration Department: Manages day-to-day administrative
functions.
○ Legal Department: Ensures legal compliance and provides legal
support for business operations.

1.4 Personnel overview

VPS Securities JSC has established a dynamic and well-rounded recruitment strategy to
attract top-tier talent capable of meeting the company’s rapid expansion and innovation goals
within the fiercely competitive securities market. This strategy is built on a combination of
diverse recruitment channels and a strong emphasis on building an appealing employer
brand, ensuring that VPS not only attracts but also retains exceptional candidates.

To effectively reach potential candidates, VPS employs a variety of announcement methods.

These include internal job postings to engage existing employees and encourage career
progression, as well as external advertisements distributed to employment offices, job
promotion centers, and various public media outlets. This multifaceted approach ensures
broad coverage and maximizes the pool of potential applicants, catering to both fresh talent
and experienced professionals.

A key pillar of VPS's recruitment strategy is direct hiring through extensive communication
networks. Leveraging word of mouth, referrals, and its established reputation within the
industry, the company simplifies the recruitment process by focusing on candidates' potential
and adaptability rather than overly rigid prerequisites. This approach enables VPS to identify
dynamic individuals who align with the company’s vision and culture, fostering a workforce
that thrives on innovation and collaboration.
Moreover, VPS places significant importance on employer branding as a cornerstone of its
recruitment efforts. The company actively cultivates an image of an unrestricted, proactive,
and friendly workplace environment. This includes showcasing its commitment to employee
growth, creating a culture of inclusivity, and offering competitive compensation packages.
Such attributes are particularly appealing to Gen Z candidates, who value work environments
that prioritize flexibility, creativity, and opportunities for advancement.

VPS’s proactive strategies not only position it as a preferred employer but also ensure that its
workforce remains motivated and aligned with the company’s goals. By continuously
enhancing its recruitment processes and promoting a positive work culture, VPS secures the
human capital necessary to maintain its leadership in the securities market while staying
ahead of industry trends.

Figure 1.3: VPS has crafted a comprehensive strategy to effectively target Gen Z
1.4.1. Human resources situation

From the data in Table 1.4.1, it can be observed that the average ratio of official employees
during the period from 2020 to 2023 is only about 40% of the total number of investment
consulting staff at VPS Company. Becoming an official investment consultant at VPS is not
easy, especially during the market phases before 2020 when the stock market had not yet
exploded in liquidity. Moreover, once one becomes an official investment consultant at VPS,
it is also not easy to maintain that position due to the fluctuations of the market. Table 5
details the requirements that must be met by official employees in the investment consulting
division of VPS Company.

No. Year Full-time Percentage of Part-time Percentage of Total

Employees Full-time Employees Part-time
Employees (%) Employees (%)
1 2020 985 49,25 1.015 50,25 2.000

2 2021 3.215 61,47 2.015 38,53 5.230

3 2022 2.169 30,89 4.851 69,11 7.020
4 2023 2.579 26,22 7.255 73,78 9.834
Table 1.2: Table of VPS investment consulting staff structure.

No. Educational Background 2020 2021 2022 2023

1 Postgraduate/Master’s Degree 81 415 427 425

2 Bachelor’s Degree 904 2.800 1.742 2.154

3 Associate Degree 1.015 2.015 4.851 7.255

Total 2.000 5.230 7.020 9.834

Table 1.3: Table of Investment consulting staff qualifications for the period 2021-2023.

The recruitment target for the investment advisory division at VPS Securities is not
strictly defined, but the company prioritizes individuals with high educational
qualifications (bachelor’s degree or higher) and experience in stock market
investment. By clearly identifying its recruitment goals, VPS implements attractive
compensation policies to draw in such candidates. These individuals are characterized
by their willingness to “fight” for a high income.
The data in section 1.4.2 reveals a clear trend in the educational structure of the
investment advisory personnel at VPS Securities. It indicates a significant increase in
total staffing, yet there is a notable disparity between employees with university
degrees and those with unverified educational backgrounds over the years. This
differentiation stems from the fact that official employees, who are on employment
contracts with VPS, are required to have at least a university degree, and their
qualifications are clearly documented. Fluctuations over the years are primarily due to
changes in the number of official employees, which largely depends on market
liquidity. In 2022, a sharp decline in the stock market led to a substantial reduction in
staff, which is to be expected.

The anomaly lies in personnel with unverified educational qualifications, who consist
mostly of part-time collaborators. This group is not subject to strict educational or
professional requirements and comprises 60%-70% of the total personnel at the
company. As a result, while the investment advisory division at VPS has grown in
quantity, it lacks quality, particularly among those with advanced expertise. This
discrepancy poses challenges in meeting the increasingly complex and diverse
demands of the investment advisory field.

This trend likely reflects the company's development and expansion, highlighting a
need for a more professional and stable workforce to address the challenges and
opportunities in the securities market.

In general, VPS Company has made solid progress in building and developing its
investment consulting workforce over the years. Through this, the company not only
asserts its pioneering role in the securities industry in terms of expertise but also
demonstrates professionalism and a streamlined, effective human resource strategy.
This meets the increasing demands of the stock market and expands operational scale.
Additionally, the application of recruitment strategies through referrals reflects the
company’s deep awareness of the importance of networks and personal relationships
in attracting and retaining talent. This channel has ensured that candidates are
compatible with the company’s culture and working environment.

However, despite achieving significant success in managing recruitment for the

investment consulting division, there are still many limitations that have not been
thoroughly addressed. The most prominent issue is the excessively large number of
collaborators, with VPS unable to control the working hours of the investment
consulting staff. This results in a considerable number of collaborators not actually
working at the company. Consequently, these collaborators often do not generate
much revenue, or even any at all. This leads to a difficult problem: while the number
of collaborators is high, the proportion of those who perform well is not.
1.5 Business/Financial performance overview
Unit: (million VND, %)

Figure 1.4: Business results report of VPS securities shares (Q4/2023 - Q3/2024)

Unit: (million VND, %)

Figure 1.5: Balance sheet of VPS (Q4/2023 - Q3/2024)

Unit: (million VND, %)

Figure 1.6: Financial indicators (Q4/2023 - Q3/2024)

In the period of 2023-2024, the business activities of VPS Securities Corporation recorded
notable fluctuations. Despite the unstable global political context, including the Russia-
Ukraine war and the trade war between the U.S. and China, which negatively impacted the
financial markets, VPS managed to maintain a certain level of stability in revenue.

Specifically, VPS's revenue in Q4 2023 reached 1,598,235 million VND, reflecting a

positive outcome amid challenging circumstances. However, in Q1 2024, revenue slightly
decreased to 1,570,379 million VND. This decline may be attributed to seasonal factors or
the market's instability following global fluctuations.

Notably, from Q2 2024, revenue showed a strong recovery, reaching 1,707,624 million
VND, indicating positive growth compared to Q1. However, in Q3 2024, revenue decreased
again to 1,644,316 million VND. Although it remained at a high level, this decrease may
reflect increased competition or adjustments in business strategy.

Figure 1.7: Revenue/Profit Model (Q4/2023 - Q3/2024)

Overall, while VPS's revenue showed some stagnation in certain quarters, the robust
recovery from Q2 2024 indicates the company's gradual resurgence. Maintaining gross profit
and adjusting business operations to adapt to the new environment also demonstrates that
VPS is on a path of sustainable development. The company's gross profit continues to
increase year after year, indicating effective cost management and optimized work processes,
thereby enhancing profitability. Sustaining gross profit amid difficult conditions not only
showcases VPS's resilience but also reflects the sustainable business strategy the company
has adopted.
Chapter II: ANALYSIS AND EVALUATION OF ADVISORY STRATEGIES IN THE
SECURITIES INVESTMENT SECTOR AT VPS.

2.1 Overview of the plan to Optimize Customer Acquisition and Investment Advisory
through Social Media Channels.

Currently, financial and securities firms rely heavily on traditional channels such as websites,
email marketing, and online webinars to acquire and advise clients. While these methods are
effective for engaging existing clients and experienced investors, they face limitations in
attracting younger or inexperienced audiences who may have an interest in finance but lack
foundational knowledge. Furthermore, these traditional platforms often lack the immediacy
and interactivity needed to sustain engagement, particularly with younger demographics.

To address these challenges, platforms like TikTok, YouTube, Facebook, and Instagram can
be leveraged to provide quick, engaging, and visually appealing content. This type of content
resonates well with younger audiences, making it easier to capture their attention and
introduce financial concepts in a fun, approachable way.

2.1.1 Proposed Implementation:

Tik Tok and YouTube:
● Combine the strengths of short-form and long-form video content to target
diverse audience segments.
● Use TikTok for engaging, quick videos (15-60 seconds) featuring financial tips,
market updates, and relatable content that caters to younger audiences. For
example, post videos under themes like "Finance in 60 Seconds" or "The
market WASH-OUT? Which stocks stand to benefit?"
● Utilize YouTube for detailed, in-depth tutorials and market analysis. Videos
such as "How to Start Investing in 5 Steps" or "Weekly Market Insights" can
educate beginner and experienced investors alike.
● Both platforms can host livestreams, allowing for real-time interaction and
Q&A sessions to boost engagement and address client concerns directly.

Instagram and Facebook, F247, FireAnt, others platforms,...

● Create visually appealing posts and stories on forums to share infographics,
carousels, and reels about financial trends, regulatory updates, or investment
tips. For example, a carousel post titled "5 Key Stock Market Trends This
Month" could educate and engage users.
● Leverage by using Stories and Reels (Facebook, Instagram) to post quick
updates, polls, and quizzes to foster interaction and build a community around
VPS's content.
 ● Use Community groups as a space for discussions, Q&A sessions, and sharing
exclusive updates. Host live streams on Facebook to provide informal yet
insightful market overviews or answer common investment questions.

By focusing on these key platforms and tailoring content to their unique strengths, VPS can
effectively reach diverse demographics, from tech-savvy younger audiences to experienced
professionals. This dual-platform strategy ensures that the approach not only attracts new
clients but also provides ongoing value to existing ones.

2.1.2 Objectives:
● Build a reliable and recognizable personal brand in the financial sector while
strengthening VPS's robust online presence.
● Increase customer engagement through educational content, interactive
livestreams, and real-time updates.
● Build trust and loyalty by consistently providing valuable market insights,
regulatory updates, and customer service.

2.2 Evaluating the effectiveness of current social media channels in the Finance -
Securities sector:

Chapter 2 will focus on evaluating the effectiveness of social media strategies

implemented by financial and securities firms to engage their target audiences and
boost client acquisition and retention. This analysis will review the overall
performance of social media channels in 2023 and 2024, assessing engagement
metrics, reach, and client conversion rates on platforms such as YouTube, TikTok,
and LinkedIn. Following that, we will perform a competitor analysis, identifying
competitive advantages, a SWOT assessment, and profiling key target client
segments.

This evaluation aims to demonstrate how social media optimization can increase client
conversion rates and deepen client relationships. We will focus on optimizing three
critical areas: content relevance, audience engagement tactics, and cost-efficiency.

In 2023 and 2024, prior to establishing a dedicated social media team, companies
primarily promoted content around 6 key services: equity investment guidance,
market analysis, portfolio management, financial advisory, corporate finance services,
and financial literacy. Although firms offer a wide range of services across the
investment landscape, these services were the primary focus of social media
campaigns.
 2.2.1 Performance of Social Media in 2023-2024
In 2023-2024, social media platforms demonstrated significant reach and engagement
potential, highlighting valuable opportunities for brands and businesses to connect
with large audiences. Based on the data, the following platforms showed notable
performance in terms of potential advertising reach:
● Facebook has 3.07 billion monthly active users.
● YouTube’s potential advertising reach is 2.53 billion.
● Instagram has 2 billion monthly active users.
● TikTok ads can potentially reach 1.69 billion adults over the age of 18
each month.

Figure 2.1: This chart statistics potential user reach on the world's leading social media platforms in
October 2024.

Based on October 2024 data on social media advertising audiences, platforms like YouTube,
Facebook and TikTok offer broad reach and are key platforms to leverage to create
opportunities. to attract potential customers in the field of finance and investment.

The statistics reveal that a substantial number of social media users are actively engaged in
educational and research activities on these platforms, especially through watching live
streams, reading news, and conducting work-related networking or research. This usage trend
shows that social media is not just a tool for entertainment or connecting with friends and
family; it’s also a valuable resource for learning and staying informed.

The high levels of engagement in news and research in these age brackets suggest that users
in the 25-54 range are especially inclined to use social media for educational and
professional development purposes. This creates a strategic opportunity for us - investment
and financial consultants to build a strong social media presence targeting these
demographics. By sharing investment insights, financial news, market analyses, and other
educational content through live streams, articles, or interactive posts, we can attract and
retain users who are already seeking this kind of information on social media.

In summary, the substantial engagement with news, content, and work-related research on
social media particularly among users aged 25-54 underscores a valuable opportunity to
build a social media channel focused on financial education and investment insights. By
aligning content with these learning-focused trends, we can effectively capture the attention
of a motivated audience on social media platforms.

Figure 2.2: The chart presents statistics on the reasons why users engage with social media platforms
in October 2024.

Figure 2.3: The chart presents statistics on the reasons for social media usage by users categorized by
age groups.
2.3 SWOT analysis
SWOT
Strength Weakness Opportunity Threats
S1: Good management W1: Warehouse and O1: Government's T1: Legal framework
team. port transportation priority development – Vietnam's securities
network. policies. laws are not yet fully
S2: Strong financial developed, allowing
capacity. W2: Online trading O2: Vietnam is a certain
system remains rapidly developing individuals/organizati
S3: Excellent service unstable, and the country with stable ons to exploit
quality. securities account politics. loopholes, leading to
opening process is significant economic
S4: Brand reputation. still cumbersome. O3: Large market crimes domestically.
potential.
S5: Leading market W3: Continued use T2: Constant
share. of some traditional O4: High growth rate exchange rate
sales methods (sales across industries. fluctuations.
S6: Strong R&D calls, email sales).
activities. O5: Advancements in T3: Competitors.
science and
technology. T4: Competition from
domestic and
international
proprietary capital.

T5: Recent instability

in economic and
political conditions.

T6: High global oil

and gold prices.

Table 2.1: SWOT Analysis of VPS Securities Company

2.4 Target customer
Target Customer
Retail Investors - Age: 24-52.
- Location: Primarily urban areas in Vietnam such as Hanoi,
Ho Chi Minh City, and Da Nang,...
- Occupation: Professionals, office workers, small business
owners, freelancers,..
- Middle Medium to high income: 12-50 million
VND/month.
- Characteristic: Have none or basic to intermediate
knowledge about stock market, often looking for accessible
investment platforms and educational resources.
- Goals: Wealth growth, passive income, financial
independence.
Table 2.2: Target Customers

2.4.1 Customer Persona

Figure 2.4: Customer Persona of VPS

To better understand a retail investor, we can look at the example of Hao Nguyen, a 22-year-
old professional working at Techcombank in Ho Chi Minh City. With a stable income and a
strong interest in personal finance, Hào is dedicated to exploring passive income
opportunities and improving his financial literacy. However, he often finds it challenging to
locate credible, easy-to-understand resources tailored to his specific financial goals.
Additionally, Hao is cautious about the credibility of investment platforms and aims to avoid
high-risk ventures.
As someone who values efficiency and reliability, Hào stays informed through professional
networks, trusted financial blogs, and educational webinars. He also actively participates in
forums like FireAnt and follows reputable YouTube channels for market updates and
investment insights. Driven by ambition and a detail-oriented mindset, Hào’s ultimate goal is
to achieve long-term financial stability, build a sustainable passive income stream, and create
an investment portfolio that secures his family’s future. For Hào, knowledge is the
foundation of wealth, while strategic planning ensures its sustainability.

2.4.2 Insights:
Every retail investor embarks on their financial journey with unique aspirations, challenges,
and unspoken concerns that are often not immediately evident—even to themselves. To truly
understand and derive meaningful insights about this group, it is crucial to delve into the
underlying truths of their investment goals (Truth), the struggles they face along the way
(Tension), and the inner motivations that fuel their pursuit of financial growth and
independence (Motivation).

● Truth: Retail investors in urban areas like Hanoi, Ho Chi Minh City, and Da
Nang are actively seeking opportunities to grow their wealth and achieve
financial independence. Despite having moderate to high incomes (12–50
million VND/month), they often have only basic to intermediate knowledge of
the stock market. Many are drawn to accessible and user-friendly platforms that
simplify the investment process while offering educational resources to help
them learn and grow.

● Tension: Retail investors face challenges in navigating complex financial

markets due to their limited knowledge and experience. They often feel
overwhelmed by the technicalities or information of stock trading and fear
making mistakes that could result in financial loss. Additionally, they are
cautious about the credibility of investment platforms, making it harder for
them to confidently start their investment journey.

● Motivation: Retail investors are driven by the desire to achieve long-term

financial stability, generate passive income, and improve their financial
literacy. They seek simple and reliable tools to guide them, allowing them to
gradually build confidence and take control of their financial future while
aligning their investment efforts with their life goals.
=> Insight: As a retail investor with limited market knowledge, I aim to grow my wealth and
achieve financial independence, but I often feel overwhelmed by the complexity of investing
and the fear of making mistakes. To succeed, I need a user-friendly investment platform or
channels that not only simplifies the process but also provides reliable educational resources
to support my learning and growth.

2.5 Competitor analysis:

Competitor VPS SSI VCBS VnDirect

History Founded on Established in As part of Founded in 2006,

October 26, 2011, 1999, SSI is one Vietcombank. VnDirect has
Vietourist is a of Vietnam's Since 2002, rapidly grown to
leading tourism oldest finance VCBS has a become a
company in companies and is trusted reputation modern, tech-
Vietnam. highly respected as a leading focused securities
Currently, it has in the industry. securities company in
over 10 branches company in Vietnam.
domestically and Vietnam.
internationally,
including offices
in the United
States, the
Netherlands, and
the United
Kingdom.

Competitive Strong brand Long-standing Direct backing by Innovative

Advantages presence with reputation and Vietcombank technology and
extensive local expertise in the provides strong customer-centric
branches and market, credibility and digital platform.
partnerships. particularly in trust.
corporate finance.

Highlight High-yield Mutual funds, Equity Online stock

Product investment portfolio investment trading platform,
products and management, and products, digital wealth
stock trading wealth advisory government management
options. services. bonds, and tools.
corporate
financing
solutions.

Target Middle- to high- High-net-worth Corporations and Young

Customer income individuals and retail investors, professionals and
professionals, corporate clients focusing on tech-savvy
retail investors, seeking wealth stability and investors who
looking for management. security. prefer online
investment trading.
 opportunities.

Promotion Regular online Promotions Advertises Bank branches,

webinars, and through industry through website, social
email newsletters events, Vietcombank media, and direct
offering financial sponsorships, and branches, social client advisors.
tips. financial media, and
conferences. financial fairs.

Sale Channels website, mobile Physical Bank branches, Website, mobile

app (VPS branches, website, social app, and social
Smart,..), direct website, mobile media, and direct media platforms.
sales, sales calls, app, and client advisors.
and partnerships investment
with banks. advisors.

Table 2.3: Competitors Analysis

2.6 Analyze & Implementation:

2.6.1 Master Plan:
Phase I: Set up.
Objective: Create and build social media channels (About finance content) to create a
foundation for personal branding on social media.
Timeline: 01/10 - 3/10/2024.
Platform: Main channels such as YouTube and TikTok with financial forums like
F247, FireAnt and social channels such as Facebook and Instagram, Zalo,..
Activities:
- Create and manage main channels such as YouTube and TikTok to publish
both long-form and short-form video content.
- Participate in financial forums (like F247, FireAnt) to expand connections
within the financial community.
- Develop secondary channels such as Facebook and Instagram, focusing on
finance content to enhance brand recognition.
- Create two Zalo groups: "Community Room" for potential customers and "VIP
Customer Room" for official clients.
Phase II: Development of Brand.
Objective: Design and create content to provide knowledge and values to customers,
converting viewers and followers into clients.
Timeline: 04/10 - 30/11/2024.
Activities:
- Develop channels with a focus on core topics such as foundational knowledge,
market analysis, securities regulations, and risk management, news and mirco
& macro economics.
- Produce a variety of content formats, including video tutorials, infographics,
articles, and daily market updates, suitable for quick
- Ensure consistency in posting and engagement through livestreams and Q&A
sessions to strengthen connections with customers.
Tools Using: OBS, Cap Cut, Canva, Tik Tok edit,...

Phase III: Customer Acquisition and Care.

Objective: Attract and convert potential customers into official clients while
providing customer care.
Timeline: 04/10 - 30/11/2024.
Activities:
- Use the Zalo group app to create a “Community Room” to attract followers
from other platforms and share valuable information.
- Convert customers from the Community Room into the "VIP Customer Room"
to provide in-depth investment advice and support.
- Host livestream sessions, direct consultations, and encourage interaction to
retain customers and build loyalty.

Phase IV: Evaluation, and Optimization.

Objective: Monitor, evaluate, and optimize the strategy based on the performance of
channels and content.
Timeline: 01/10 - 03/10/2024.
Activities:
- Track key metrics such as reach, engagement, and customer feedback.
- Closely monitor the existing customer base and the audience who have not yet
converted to customers.
- Adjust strategy and content over time, aligning with trends and data analysis to
ensure high customer engagement and effectiveness in reaching the target
audience.
2.6.2 Implementation Plan
Main Objectives
● Establish multiple social media channels to create a recognizable and trusted
brand, develop a strong online presence.
● Increase customer engagement through educational content, interactive
livestreams, and real-time updates.
● Build trust and loyalty by consistently providing valuable market insights,
regulatory updates, and customer service.

Phase I: Setup (01/10 - 3/10/2024).

1.1) Platform Establishment
● Primary Channels: YouTube & TikTok: Use these for longer video content and
short, engaging clips, as primary platforms for both on-demand video content
and livestream sessions.
● Financial Forums (e.g., F247, FireAnt): Engage in discussions and post
specialized content to reach niche audiences in the finance community.
● Social Media Platforms (Facebook, Instagram, Threads): Use these channels to
expand brand reach and engage broader customer segments.
● Zalo Groups: Leverage Zalo Rooms for direct customer communication,
providing personalized support and timely updates.
Tool Training:
● OBS, Capcut, and Video Editing Tools, Enable content creators to develop
high-quality videos efficiently.

1.2) Posting Strategies:

- Primary Channels
● Content Type: Short and Long videos, Live Streaming (educational clips,
market insights, trending finance topics, news update,...)
● Frequency: 2-4 times per week.
● Times to Post:
- Weekdays: 9 AM, 12 PM, 6 PM.
- Weekends: 10 AM, 8 PM.
● Timeline for Live-Stream: 9:30 AM, 8 PM, 9 PM.
● Special Events: Weekly Q&A sessions on Fridays at 7 PM.

Expense Type Budget Allocation Purpose

Ads (Tik Tok) 500.000 VNĐ Increase video views,
specifically targeting young
audiences.
Ads (YouTube) 500.000VNĐ Boost reach for educational
and insight videos to attract
a broader audience.
Table 2.4: Budget of Ads

- Social Media and Financial Forums

● Content Type: Written posts, infographics, short videos, and market updates
daily.
● Frequency: Daily posts
● Best Times to Post:
- Weekdays: 8 AM, 1 PM, 7 PM
- Weekends: 10 AM, 6 PM
● Special Engagement: Weekly polls and discussion posts to encourage
interaction, posted on Mondays at 9 AM.

Expense Type Budget Allocation Purpose

Paid Ads & Boosted Posts 1.000.000 VNĐ Promote high-engagement
(Facebook) posts to reach more potential
clients.
Table 2.5: Budget of Ads

Phase II: Development of Brand (04/10 - 30/11/2024).

2.1) Focus on core topics:
● Topic: Những vấn đề cơ bản + thị trường chứng khoán (Chứng khoán nhập
môn).
● Topic: Pháp luật về chứng khoán và thị trường chứng khoán
● Topic: Phân tích và đầu tư chứng khoán, phương pháp giao dịch
● Topic: Môi giới chứng khoán và tư vấn đầu tư chứng khoán
● Topic: Phân tích báo cáo tài chính doanh nghiệp
● Topic: Quản trị rủi ro
● Topic: Chính sách VPS: Mở mới tài khoản + Chuyển đổi ID + Phí thuế,...

Main Platforms: Tik Tok & Youtube

Timeline 06/10-30/11/2024, 11 eps for each week.
Stock Market Experiences for Beginners (Chứng khoán nhập môn)
Platform Tik Tok, Youtube
Goal Build a personal brand, attract viewers, and
 increase followers.
Budget 500k/each week/eps (Tik Tok)
500k/each week/eps (Youtube)
Target Customer Age: 22-38
Sex: Male & Female
Income: 12-20mil/month
Business Logo

Keywords #Chungkhoannhapmon #JMMTrading

#Chungkhoan #Kinhte #Dautuchungkhoan
#Taichinh
Site Links https://www.tiktok.com/@jmm.trading?
lang=vi-VN
Demo

Table 2.6: Development of Brand of Tik Tok and Youtube

Secondary Platforms: Facebook, Instagram, F247, FireAnt

Timeline 04/10 - 30/11/2024 (3 posts/week)
Headline 1. Update News & Market
2. Analysis and first securities, trading
methods
3. Risk Management in Trading
4. How to open and start Investing?
What apps or Where should I use?
Goal Create a forum that provides value to
viewers, attracting and converting them
from viewers to followers and eventually
 into customers.
Platform Facebook, Instagram, F247, FireAnt,...
Target Customer Age: 26-44
Sex: Male & Female
Occupation: Professionals, office workers,
small business owners, freelancers,..
Income: Middle - High Income.
Budget: 300k/week for Facebook posts (Boots
traffic)
Url Create a digital business card and attach it to
posts on social media platforms.

Customers can easily access other channels

like TikTok or Zalo, or become customers
by clicking on the digital business card.

Site Link: https://beacons.ai/jmm.trading

Demo e-business cards

Table 2.7: Development of Brand of Secondary Platforms

2.2) Content Types:
- Make videos with detailed explanations for complex topics like financial
analysis and market insights.
- Provided and simplified legal and technical content to improve understanding
about the macro-micro economy.
- Daily market updates with short news bites on Instagram, Twitter, and
Facebook.
- Host Live-streaming sessions, covering real-time market analysis, Q&A
sessions, and special topics like investment strategies.

2.3) Optimization Strategies

- Regular posting schedule based on platform analytics.
- Engagement boosters by running Q & A sessions, polls, and surveys to involve
customers in discussions.
- Boost important content like tutorials or market analysis on Facebook,
Instagram, and YouTube for broader reach.

Phase III: Customer Acquisition and Care (04/10 - 30/11/2024).

After establishing multiple social media channels and attracting an initial audience, the next
phase focuses on customer management and engagement through the Zalo platform. This
will allow us to segment our audience and provide value-driven content tailored to different
levels of interest and engagement.

3.1) Zalo Group Management:

3.1.1 Community Room (Room Cộng Đồng): This public group will serve as an accessible
forum where viewers and followers from all social media platforms can join and engage.
Links to this room will be included in videos, posts, and live streams across TikTok,
YouTube, Facebook, and Instagram to encourage easy entry for followers interested in the
finance and investment sectors.

Activities:
● Regular updates on market trends, economic developments, and regulatory
changes to keep members informed and engaged.
● Daily discussions, polls, and Q&A sessions to encourage active participation,
helping potential customers get value and build trust with our brand.
● Over time, as members find value in our updates, we aim to convert engaged
participants into official customers by offering them premium insights or
personalized services.
3.1.2 VIP Customer Room (Room Khách hàng VIP): This exclusive room is designed for
premium clients, who are either converted from the Community Room or who join directly
as customers from other platforms. Here, we will provide high-touch services that focus on
personalized investment guidance and ongoing support.

Activities:
● Offer tailored investment strategies, portfolio management guidance, and 24/7
advisory support to help VIP clients achieve their financial goals.
● Regular consultations on capital allocation, risk assessment, and portfolio
diversification based on market trends and individual financial objectives.
● Provide up-to-date market insights and instant alerts to help VIP clients
respond proactively to shifts in the financial landscape.

This two-tiered Zalo room strategy allows us to nurture a broad community of potential
customers while offering a premium, dedicated experience to VIP clients. By consistently
delivering value in the Community Room, we foster trust and interest that can lead to further
engagement in the VIP Customer Room, where we can focus on client-specific needs and
build long-term relationships.

Phase IV: Evaluation, and Optimization (01/10 - 03/10/2024)

4.1) Performance Tracking:
- Track metrics like views, likes, shares, and comments.
- Monitor new customers acquired through social media.
- Gather insights from comments, DMs, and Zalo chats to refine content.

4.2) Continuous Improvement

- Focus on high-engagement topics and formats based on metrics.
- Regularly evaluate each platform to ensure optimal ROI and engagement.
- Provide ongoing training in new tools and customer engagement best practices
to keep the team adaptive.
Chapter III: SOLUTION AND RECOMMENDATIONS
3.1 Orient and implement consulting and customer attraction strategies for all business
departments at VPS HCMC:
To enhance the effectiveness of consulting and customer acquisition in the investment
consulting departments at VPS HCMC, each department will focus on building personalized
branding and implement tailored consulting strategies that align with the specific objectives
and target customers of each department. This approach will not only create differentiation
among departments but also optimize the ability to attract clients and maintain long-term
relationships.

3.1.1. Investment Consulting Department 80 (Focus on Experienced and High-Net-

Worth Clients):
This department will target experienced investors, typically those with substantial assets or
in-depth knowledge of stock market investments.

Personal Branding Strategy:

● YouTube and TikTok: Consultants will create in-depth video content analyzing
advanced investment strategies, including stock investments, bonds, and
complex financial products. The goal is to provide in-depth knowledge that
helps investors make informed strategic decisions.
● Facebook and Instagram and others,...: Share detailed posts analyzing market
trends and potential investment opportunities. These posts will be presented
clearly, using visual graphics and comprehensive reports, designed to appeal to
high-end investors.

Customer Attraction Strategy: Focus on Live-Streams, host live Q&A sessions on

Facebook or YouTube to address investor questions, provide updates on the market,
and share effective investment strategies.
3.1.2. Investment Consulting Department 65 (Focus on Clients Seeking Long-Term and
Stable Investment Advice):
This department will cater to clients seeking long-term, stable, and sustainable investment
products.

Personal Branding Strategy:

● TikTok and YouTube: Create short videos explaining long-term investment
strategies, asset allocation methods for optimizing long-term returns, and the
benefits of investing in stable, growing companies. These videos will help
clients understand safe investment options and their long-term advantages.
 ● Instagram and Facebook and others: Share simple and clear posts on risk
management in long-term investing, market analysis, and potential investment
opportunities. The posts will be accessible to non-expert investors.

Customer Attraction Strategy:

● Offer free e-courses, e-books, or guides on long-term investment strategies to
attract potential clients.
● Use Livestreams to explain long-term investment opportunities in detail,
answer questions from customers, and guide them through the process of
planning a long-term investment strategy.

3.1.3. Investment Consulting Department 50 (Focus on Younger Clients and New

Investors):
This department will focus on younger clients and those who are new to the stock market.

Personal Branding Strategy:

● TikTok and Instagram: Create short, engaging videos that explain the basics of
stock market investing, helping younger clients understand the fundamentals of
investing. Topics may include how to buy stocks for the first time, basic
investment products, and advice for beginner investors.
● Other platforms share posts about the first steps in investing, financial products
suitable for new investors, and easy-to-use market analysis tools.
Customer Attraction Strategy:
● Organize live Q&A sessions to address common questions from new investors,
providing foundational knowledge and creating opportunities for young clients
to experience investing firsthand.
● Employees with extensive experience can organize online courses and offer
free courses or webinars on basic investment strategies for new clients, while
providing educational materials to help them enhance their knowledge and
skills.

3.3.4. Integrating Social Media Platforms into Consulting Strategies:

Incorporating social media platforms into the consulting strategies of VPS HCMC’s
investment departments will significantly enhance customer engagement and brand visibility.
To complement the existing platforms (TikTok, YouTube, Facebook, and Instagram), it is
crucial to integrate additional digital marketing channels to create a holistic and effective
marketing ecosystem.

Email Marketing: Email marketing is a powerful tool for nurturing relationships with clients
and prospects. Each investment advisory team at VPS can leverage email campaigns to stay
connected with their audience, offering personalized updates, investment insights, and
promotional materials. Regular newsletters could include market analysis, investment tips,
upcoming webinars, and personalized recommendations for clients, ensuring that they feel
valued and well-informed.

● Create segmented email lists based on clients' investment interests and profiles
(e.g., long-term investors, high-net-worth individuals, or first-time investors).
● Develop visually appealing and informative newsletters that highlight key
market trends, important regulatory updates, and exclusive investment
opportunities.
● Use automated email flows to engage clients with welcome emails, periodic
updates, and reminders for upcoming webinars or special promotions.

SEO (Search Engine Optimization): SEO plays a critical role in ensuring that the content is
easily discoverable online. By optimizing the website and blog content, VPS can attract more
organic traffic from potential customers searching for financial advice or investment
opportunities.

● Ensure that the blog and contents (clips and posts) are optimized for relevant
keywords related to investing, such as "Chiến lược đầu tư" "Thị trường chứng
khoán" "VN30",.. and so on.
● Create high-quality blog content addressing common questions about investing,
market trends, and tips for first-time investors, which will not only improve
SEO rankings but also position VPS as an expert in the field.
● Optimize video content for YouTube by adding keyword-rich descriptions,
tags, and subtitles to ensure better visibility on search engines.

Webinars and E-courses: Webinars and E-courses provide an excellent way to engage
potential clients and demonstrate expertise in investment strategies. Hosting live webinars or
creating self-paced e-courses can educate clients, answer their queries in real-time, and
introduce them to VPS’s advisory services.

● Each advisory team can organize regular live webinars to discuss various
investment strategies, market outlooks, or specific financial products. Webinars
could be tailored for different client groups—for instance, an advanced session
on complex investment products for experienced investors, or a beginner’s
guide to the stock market for new investors.
● Develop E-courses that are accessible on-demand. These courses could cover
fundamental topics like how to start investing, understanding risk management,
or how to build a diversified portfolio. Offering these courses for free or at a
 discounted rate can help attract new customers, who might later transition into
paying clients.
● After webinars or E-courses, follow up with participants via email with
additional resources, exclusive offers, or a personalized consultation,
encouraging them to take the next step in their investment journey.

3.2 Proposal for a Communication Plan for VPS on various Social Media Platforms:
In order to enhance the visibility, credibility, and engagement of VPS across various social
media platforms, the communication plan focuses on building a strong, consistent brand
presence, optimizing the client experience, and driving organic growth through client
referrals. The primary goal is to establish VPS as a leading brand in the financial advisory
industry, ensuring that it is widely recognized and trusted by both current and potential
clients. Additionally, by improving the VPS Smart One app and integrating it into the overall
communication strategy, VPS can offer clients an exceptional experience that encourages
them to share the brand with others.

● Ensure VPS is known as a trusted and reliable brand in the financial advisory
space, so that clients and prospects are familiar with VPS’s services and
offerings.
● Develop content that resonates with clients across different social media
platforms to drive higher engagement and build lasting relationships with the
target audience.
● Enhance Client Experience via VPS Smart One by continuously updating and
improving the VPS Smart One app, adding new features that provide value and
an enhanced user experience, making it a tool that clients will recommend to
others.
● Foster a culture of word-of-mouth marketing by offering exceptional services
and encouraging clients to share their experiences and invite others to join the
VPS community.
3.3 Context
To create an effective communication plan and strengthen VPS’s presence across social
media platforms, it is essential to assess the current limitations that may hinder the success of
existing strategies. Identifying these areas of improvement will allow for tailored solutions
that address gaps and leverage untapped opportunities.

Current Limitations:
● VPS lacks strong visibility and recognition on popular platforms like TikTok,
Instagram, and LinkedIn. Content produced is often generic and does not
resonate with the target audience or differentiate VPS from competitors.
● The VPS Smart One app still faces numerous limitations, with users frequently
providing less-than-positive feedback regarding its functionality and user
experience. Despite VPS holding a dominant market share in securities
brokerage, competitor apps like SSI, HSC, and VietCap are often regarded as
offering better usability and more comprehensive features.
● VPS has yet to fully leverage email marketing, SEO, and webinars as
complementary tools to enhance its social media campaigns. This
underutilization results in missed opportunities to create a seamless client
journey by effectively cross-promoting and integrating various digital
platforms into a cohesive and impactful strategy.

Recommendations:
To address the identified limitations and further strengthen VPS’s position as a market leader
in financial advisory, the following additional recommendations are proposed:
● Strengthen VPS’s presence on social platforms with engaging, trend-driven
content that shares market insights, quick tips, and behind-the-scenes glimpses,
fostering relatability and trust.
● Focus on enhancing the VPS Smart One app by addressing user feedback to
improve functionality, navigation, and overall experience. Introduce advanced
features like real-time market analysis, personalized portfolio
recommendations, and seamless trading tools. Additionally, offer app-exclusive
webinars and training modules, transforming the app into a comprehensive
resource hub for education and market insights.
● Regularly analyze competitor platforms such as SSI, HSC, and VietCap to
identify innovative features that can be integrated into the VPS ecosystem.
Establish benchmarking practices to compare customer satisfaction metrics
with competitors, ensuring continuous improvement in service quality and user
experience.
 IV. CONCLUSION

In the rapidly evolving and highly competitive financial sector, maintaining a leading
position requires VPS to continuously innovate and adopt strategies aligned with modern
trends. This report has outlined a comprehensive plan to address current limitations and
leverage social media platforms to enhance the performance of VPS HCMC's investment
advisory departments.

A robust application of social media platforms not only helps VPS build a strong and
recognizable brand but also expands its reach to a diverse clientele, from young, novice
investors to experienced high-net-worth individuals. By creating relevant and engaging
content on TikTok, Instagram, Facebook, LinkedIn, and YouTube, VPS can increase brand
awareness, strengthen customer trust, and establish long-lasting relationships through
continuous interaction.

Moreover, integrating other digital tools like email marketing, SEO, and online webinars not
only adds value but also creates a seamless and consistent customer journey. This not only
enhances the customer experience but also fosters loyalty and encourages referrals,
organically expanding the client base.

Specifically, improving the VPS Smart One app to become a trusted resource hub creates
added value for current customers while enhancing competitiveness against rivals like SSI,
HSC, and VietCap. By optimizing the app, both in terms of features and user experience,
VPS can position it as a strategic tool to retain clients for the long term.

In summary, the integration of social media platforms and other digital tools into consulting
and customer attraction strategies will bring significant benefits to VPS. These strategies not
only increase brand recognition and credibility in the market but also help VPS maintain its
leadership in the industry, create clear differentiation, and deliver sustainable value for both
clients and the company in the future.
 REFERENCES

1. Trang chủ Website VPS [Truy cập tại: https://www.vps.com.vn/?

gad_source=1&gclid=Cj0KCQjwmOm3BhC8ARIsAOSbapX168r-
kYWHU0FTSk_jS5vB27hpIRC66GxbS8UWPYUAg2cAxO6b66waAkXtEAL
w_wcB].
2. Báo điện tử CafeF - Thị phần môi giới thị trường chứng khoán Việt Nam Quý
III/2024 [truy cập tại:https://cafef.vn/vps-ap-dao-thi-phan-moi-gioi-tren-hnx-
upcom-trong-quy-3-2024-188241004135142028.chn].
3. Dataportal - [Truy cập tại:https://datareportal.com/reports/digital-2024-deep-
dive-what-we-do-online
4. Thống kê điện tử Vietstock [truy cập tại:://vietstock.vn/2024/10/chung-khoan-
vps-voi-bot-thi-phan-loi-nhuan-co-con-tich-cuc-737-1237960.htm].
5. Báo cáo kết quả kinh doanh [truy cập tại:BÁO CÁO KẾT QUẢ KINH
DOANH QUÝ IV/2023 - QUÝ III/2024].
6. Báo điện tử VPS tiếp tục giữ thị phần lớn tại thị trường môi giới chứng khoán
Việt Nam [Truy cập tại:https://www.vps.com.vn/bai-viet/vps-tiep-tuc-giu-
vung-vi-the-dan-dau-thi-phan-moi-gioi-chung-khoan-quy-iii2024].
7. Cổng công khai ngân sách nhà nước [truy cập
tại:https://ckns.mof.gov.vn/SitePages/home.aspx].
 V. CONTRIBUTION TO FACULTY AND TON DUC THANG UNIVERSITY

Throughout my internship and the preparation of this report, I realized the significance of
applying various approaches in market analysis and strategic management. The knowledge
and experience gained not only have practical applications but also hold academic value,
contributing to the development of the faculty and the university.

Specifically, fields such as market analysis, corporate finance, and strategic management
could benefit from incorporating content related to social media applications in finance, big
data analysis, and modern tools like SEO, email marketing, and app marketing. These topics
will help students better understand how financial businesses operate and compete in an
increasingly digitized environment.

Additionally, I propose that the university consider adding specialized courses and training
programs on using social media for personal brand building. Combining market analysis
skills with the ability to utilize social media to develop a personal brand will provide students
with a solid foundation for their careers in finance. These courses could cover how to use
platforms such as LinkedIn, TikTok, and Instagram to build relationships, increase
credibility, and access career opportunities in the financial industry.

Furthermore, the findings from this report could serve as valuable reference materials for
lectures or workshops within the faculty. By integrating real-world examples from
companies like VPS into teaching, lessons would become more engaging and relevant,
helping students grasp current trends and better prepare for their future careers. The
university could use the analysis in this report as a foundation for further research projects or
collaboration programs with financial companies to enhance the quality of education.

Finally, through this internship and report, I hope to have made a small contribution to
strengthening the collaboration between Ton Duc Thang University and businesses, creating
favorable opportunities for future generations of students to intern, learn, and gain practical
experience in the finance sector.