Tran Thanh Phuong | Founder and CEO | ExtendMax Vietnam Company Limited
Tran Thanh Phuong stands as a leading figure in Vietnam’s technology landscape. As the Founder and CEO of ExtendMax Vietnam Company Limited, he has dedicated himself to fostering growth and innovation in the fields of conformity certification, IT licensing, and import-export consulting for IT products. Since founding ExtendMax nine years ago, Phuong has successfully positioned the company as a trusted partner for numerous global technology giants, including Amazon, Cisco, Lenovo, HPE, Palo Alto, and Arista. Phuong’s journey to becoming a CEO is marked by his extensive experience in sales management. He began his career at several prominent fast-moving consumer goods (FMCG) companies, such as Coca-Cola, Carlsberg, and Heineken. Through his roles in these large international corporations, he gained invaluable skills in management, sales, and marketing. This experience allowed him to develop essential leadership and strategic management abilities that would ultimately pave the way for his successful role as the CEO of ExtendMax. At EliteX, we are proud to have Tran Thanh Phuong as part of the edition: 10 Prominent Male CEOs in 2024.
Phuong is driven by a clear mission that shapes his leadership approach and the company’s objectives. He founded ExtendMax with the goal of assisting technology corporations in navigating complex regulatory landscapes to successfully introduce their products to the Vietnamese market. Beyond corporate success, Phuong aims to inspire the younger generation, foster professional growth within his team, and position ExtendMax as a global entity that contributes positively to Vietnam’s economy. This mission is a significant source of motivation for him as he leads the company daily. At ExtendMax, core values serve as a compass guiding Phuong’s leadership. These values include commitment, compliance, creativity, transparency, and customer-centricity. Together, they not only shape his leadership style but also lay the foundation for ExtendMax’s rapid and sustainable success in the industry. By prioritizing these principles, Phuong ensures that his team operates with integrity and innovation, allowing the company to respond effectively to the ever-evolving technological landscape.
ExtendMax distinguishes itself through its deep expertise in conformity certification and consulting for the import and export of IT products. The company is known for providing innovative solutions that help manufacturers comply with regulations and access various markets. Among the standout services offered by ExtendMax is the Importer of Record (IOR) service, which plays a critical role in global supply chains by facilitating the import of products for warranty or commercial purposes. Phuong’s journey has not been without challenges. One of the most significant hurdles he faced as CEO was meeting the rigorous standards set by manufacturers to become an official supplier in their supply chains. To address this, he made strategic investments in technology-driven management systems and prioritized training to cultivate a team of top experts in the industry. By focusing on these areas, Phuong has positioned ExtendMax as a reliable partner for global technology companies.
Maintaining a motivated and productive team is a priority for Phuong. He believes in creating a work environment where every team member feels valued and empowered. Regular communication, providing learning opportunities, and encouraging creativity are key strategies he employs to keep his team dynamic and productive. By fostering a culture of collaboration and growth, Phuong ensures that his employees are engaged and committed to the company’s success. Throughout his career, Phuong has learned that continuous learning and adaptability are crucial for success. The technology sector and regulatory environment are constantly evolving, making it essential for leaders to stay agile and responsive to change. This lesson has informed his leadership approach and underpins the success of ExtendMax in a competitive industry.
Phuong takes pride in ExtendMax’s accomplishments, particularly in large-scale projects with world-leading technology corporations. For example, the company has successfully supported Amazon in importing numerous shipments to establish their Data Centers in Vietnam. Additionally, ExtendMax has aided Microsoft, Lenovo, and Oppo in securing conformity certification for hundreds of product models annually, ensuring their compliance for sales in the Vietnamese market. The company’s involvement in major projects, such as Vietnam’s first metro system, the Dung Quat Refinery—Vietnam’s largest refinery—and the construction of the LEGO factory with a substantial investment of approximately $1 billion, further highlights its significance in the industry. Beyond business success, ExtendMax is committed to making a positive impact on the community. The company actively engages in sustainable development and environmental protection initiatives. A notable project in this regard is the construction of a new carbon-neutral headquarters, which is set to be completed in 2025, just in time for ExtendMax’s 10th-anniversary celebration. This commitment to sustainability reflects Phuong’s vision for a responsible and future-oriented organization.
“The most important lesson I’ve learned is to continuously learn and be ready to adapt.”
Phuong believes that the key to maintaining a successful business lies in listening to customers and understanding their needs. He emphasizes the importance of offering innovative products and continuously innovating to meet the growing demands of the market. By staying attuned to customer feedback and market trends, ExtendMax can remain competitive and relevant in an ever-changing landscape. To keep ahead of industry trends and changes, Phuong remains actively engaged with new developments. He frequently participates in international conferences and maintains relationships with leading industry experts. This proactive approach enables him to stay informed about changes in the regulatory landscape and technological advancements, allowing ExtendMax to adapt and evolve as needed.
Innovation is a cornerstone of ExtendMax’s success. From the company’s inception, Phuong recognized that innovative practices were essential for providing outstanding services to customers and outpacing competitors in the industry. By fostering a culture of creativity and forward-thinking, ExtendMax continues to set itself apart as a leader in conformity certification and consulting. Phuong views work not as a separate entity but as an integral part of his life. He finds joy in his role as CEO and celebrates the experiences that come with it. Rather than seeking to balance work and personal life, he shares his professional journey with family and friends, inspiring the younger generation and mentoring them on their paths to success.
To those aspiring to become CEOs, Phuong offers valuable advice: maintain a learning mindset, embrace challenges, and relentlessly pursue your goals. He stresses the importance of building a strong team, as a CEO’s success is significantly influenced by the quality and commitment of the team surrounding them. Looking ahead, Phuong envisions ExtendMax as a leading enterprise in the Asia-Pacific (APAC) region in the fields of compliance certification and market access consulting. This ambition reflects his ongoing commitment to growth and excellence as he continues to lead the company toward new heights.
Tran Thanh Phuong’s journey from sales management to CEO exemplifies the power of experience, dedication, and a clear vision. Through his leadership at ExtendMax, he has not only transformed the company into a trusted partner for global technology corporations but has also made significant contributions to the community and the industry as a whole. With a commitment to innovation, sustainability, and customer-centric values, Phuong is paving the way for a brighter future in Vietnam’s technology landscape. His story serves as an inspiration for aspiring leaders and entrepreneurs, reminding them that with perseverance, a strong team, and a passion for learning, success is within reach.
“I founded ExtendMax with the mission to help technology corporations navigate regulatory barriers to bring their products to the Vietnamese market.”