Recently, a group of students from FPT University Hanoi won 4th place in the international I-CEE Student Case Competition, organized by the I-CEE Center of Beijing Foreign Studies University (China).
The team from FPT University Hanoi participating in the I-CEE Student Case Competition 2024 included: Nguyen Thi Thu Hoai (majoring in International Business), Pham Huu Khiem (majoring in Digital Marketing), Vu Tra Giang (majoring in Digital Marketing), and Vu Duc Minh (majoring in Digital Marketing), under the guidance of Dr. Nguyen Phi Hung (Lecturer in Business Administration).
The topic selected by the team for the competition was: “Penetrating Emerging Oil and Gas Equipment Markets Using DEA Approach: A Case Study of Hoffman Beijing’s Plate Heat Exchangers Entering the Sub-Saharan African Market.”
This research focused on developing a market expansion strategy for Hoffman, a manufacturer of plate heat exchangers based in China. The specific goal of the project was to help Hoffman identify suitable markets for expansion. The team conducted a global analysis and identified Central Africa, with Nigeria as a key entry point, as a potential region. They carried out a comprehensive market analysis, including assessing the logistics infrastructure, distribution, and understanding the regulatory environment in Nigeria. Based on these analyses, the team proposed a strategy focusing on Lagos, an important economic hub with superior infrastructure.
From there, the project offered a specific strategic plan, risk management, and targeted marketing to ensure successful market entry and sustainable growth for Hoffman in Nigeria.
The judging panel highly appreciated the team’s work, particularly the level of detail and practicality in their market analysis. The students employed several analytical tools such as PESTEL, SWOT, and MCDA to propose a feasible solution for Hoffman. The team’s proposal was considered one of the most innovative and detailed among the competing teams, offering a comprehensive view of the challenging oil and gas market.
This was a highly complex topic, requiring the team to have strategic vision and creativity. The biggest challenge was collecting and analyzing data. Finding comprehensive data and conducting the analysis posed significant difficulties for the students. Additionally, since the team members came from different majors and were involved in their own individual projects, coordinating time to complete the research together was also a challenge.
Through their efforts, the FPT University team excelled and ranked 4th out of 90 teams from various countries. Sharing after the competition, Thu Hoai expressed: “This competition provided us with many valuable experiences and lessons. Although we were fortunate to achieve a relatively high result, we recognize that there is still much to learn and improve. The team will continue to apply these lessons and experiences to our future studies and work.”
The I-CEE Student Case Competition is an international competition aimed at providing students worldwide with opportunities to apply knowledge to real-world situations and explore innovative solutions for real business challenges.