CEO Insights Magazine

In the age of Artificial Intelligence, data has become the new oil, and the ability to refine it defines the pace of innovation. Translating this vision into reality is Vu Tran, General Director and Country Manager, Dell Technologies Vietnam. Vu is pioneering the concept of the AI Factory to make AI adoption simpler, faster, and more impactful for businesses. Anchored by a broad AI infrastructure portfolio that spans desktops to the cloud, Dell enables organizations to right-size their AI investments and deploy them seamlessly across environments.

Vu began his journey as one of the first refugees to Australia in the late 1970s, where he grew up and built the foundations of his career. He led technical sales, training and channels in Asia Pacific and the Indian subcontinent for multiple companies. Vu had already built his stellar reputation in Vietnam's highly competitive tech market before joining Dell in 2015, Vu’s lead APC by Schneider Electric market share in Vietnam from 9 percent to an impressive 36–37 percent. Additionally, he demonstrated strong sales leadership by elevating Konica Minolta's production printer sales from 7 to 77 units within just three quarters, more importantly profitable business. Today, after three decades, his strategic capabilities, market acumen, and ability to deliver substantial results in highly competitive sectors are second to none. Vu is well known for building sustainable growth avenues, partnerships and influencing technology uptake in emerging economies. We are delighted to engage in an exclusive conversation with Vu, who walks us through his professional journey, leadership approach, and more. 

What strategies have been effective in enhancing profitability and driving growth in Dell Technologies’ domestic operations?

Our strategy has been twofold: ensuring steady cash flow from entry-and mid-segment products, while simultaneously focusing on long-term growth through commercial and enterprise customers. Entry-level products generate volume, though with lower margins, whereas mid-range and enterprise solutions provide higher profitability and customer loyalty. Winning an enterprise deal is not just about revenue; it secures trust for the next to five years, during which we continuously introduce new products and solutions to expand value for the customer. This approach allows us to sustain operations with healthy cash flow, while also driving long-term partnerships and growth in the commercial enterprise segment.

What leadership style do you follow, and how do you adapt it to different situations?

My leadership style is extremely adaptive. Early in my career, I trained in behavioural frameworks like DISC, which taught me to recognize different personality types and adjust my approach accordingly. Whether engaging with a CEO, CTO, or sales leader, I quickly assess their style and tailor my communication, using data-driven discussions for analytical leaders or a more dynamic approach for outgoing personalities. This flexibility has helped me build stronger connections, foster collaboration, and lead effectively across diverse teams and situations.

When entering a new market, what steps do you take to create an effective strategic plan?

When entering a new market, my first step is to analyze industry data and the competitive landscape to understand where we stand and where we want to be within a defined timeframe. From there, I focus on building the right partnerships, starting with strong distributors and then developing tier-two channels to ensure reach and scalability. For a Greenfield market, the priority is to establish partnerships with the right depth and coverage, assess revenue potential, and align resources such as sales, service teams, and training to support growth. Ultimately, success comes from ensuring that every partnership creates value, is sustainable, and contributes to long-term market expansion.

What does your future roadmap look like over the next few years?

Looking ahead, I see technology infrastructure becoming faster. Security and compliance will play a bigger role, and AI will continue to shape outcomes depending on how it’s used. Applications will become more efficient, and organizations will place greater focus on data, cleaning, refining, and leveraging it to deliver purer insights and better business outcomes. In my view, the future will be defined by speed, efficiency, and the critical role of high-quality data.

What advice would you give to aspiring techleaders?

Aspiring leaders should build on real experiences and always stay adaptable. In any corporate role, you can't choose your boss or products, but you can choose your company. If you feel stuck, revisit your goals for alignment. When faced with challenges, follow the money—track where funding comes from to find answers. Finally, adapt your approach to different personalities to lead more effectively and build meaningful relationships. 

Vu Tran, General Director & Country Manager, Dell Technologies

Vu’s leadership at Dell Technologies has been pivotal in advancing the AI Factory vision and simplifying AI adoption for businesses. His strategic focus on expansion, partnerships, and digital transformation has positioned the company as a trusted enabler of innovation across emerging economies.

•Hobbies: Travelling
•Favorite Cuisine: North and South Indian, and Malaysian
•Favorite Book: of Mice and Men by John Steinbeck and Animal Farm by George Orwell
•Favorite Travel Destination: Sri Lanka and Asia

Awards and Recognitions:
•Finalist Customer for Life (Lexmark InternationalLtd)
•CEO of the Year 2023 (Vietnam)
•HR ASIA Awarded for creating a positive, flexible,and employee-focused workplace culture at Dell Vietnam.