Vinschool: The triumphs and challenges of scaling Vingroup’s not-for-profit school

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 academ...

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Main Authors: TAN, Chin Tiong, BHATTACHARYA, Lipika
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2020
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Online Access:https://ink.library.smu.edu.sg/cases_coll_all/297
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-20-BATCH%20%5BPDF-Pic%5D/SMU-20-0004%20%5BVinschool%5D/SMU-20-0004%20%5BVinschool%5D.pdf
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spelling sg-smu-ink.cases_coll_all-13012022-11-09T05:41:40Z Vinschool: The triumphs and challenges of scaling Vingroup’s not-for-profit school TAN, Chin Tiong BHATTACHARYA, Lipika 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? 2020-05-01T07:00:00Z text https://ink.library.smu.edu.sg/cases_coll_all/297 https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-20-BATCH%20%5BPDF-Pic%5D/SMU-20-0004%20%5BVinschool%5D/SMU-20-0004%20%5BVinschool%5D.pdf Case Collection eng Institutional Knowledge at Singapore Management University Marketing Education Innovation Positioning Strategy Brand Conceptualisation Value Proposition Scaling a Brand Education Marketing
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Marketing
Education Innovation
Positioning Strategy
Brand Conceptualisation
Value Proposition
Scaling a Brand
Education
Marketing
spellingShingle Marketing
Education Innovation
Positioning Strategy
Brand Conceptualisation
Value Proposition
Scaling a Brand
Education
Marketing
TAN, Chin Tiong
BHATTACHARYA, Lipika
Vinschool: The triumphs and challenges of scaling Vingroup’s not-for-profit school
description 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?
format text
author TAN, Chin Tiong
BHATTACHARYA, Lipika
author_facet TAN, Chin Tiong
BHATTACHARYA, Lipika
author_sort TAN, Chin Tiong
title Vinschool: The triumphs and challenges of scaling Vingroup’s not-for-profit school
title_short Vinschool: The triumphs and challenges of scaling Vingroup’s not-for-profit school
title_full Vinschool: The triumphs and challenges of scaling Vingroup’s not-for-profit school
title_fullStr Vinschool: The triumphs and challenges of scaling Vingroup’s not-for-profit school
title_full_unstemmed Vinschool: The triumphs and challenges of scaling Vingroup’s not-for-profit school
title_sort vinschool: the triumphs and challenges of scaling vingroup’s not-for-profit school
publisher Institutional Knowledge at Singapore Management University
publishDate 2020
url https://ink.library.smu.edu.sg/cases_coll_all/297
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-20-BATCH%20%5BPDF-Pic%5D/SMU-20-0004%20%5BVinschool%5D/SMU-20-0004%20%5BVinschool%5D.pdf
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