UNIVERITY OF ECONOMICS AND FINANCE

Faculty of Economics_Marketing
MARKETING MANAGEMENT


FINAL REPORT

Ho Chi Minh – 04/2021

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1. EXECUTIVE SUMMARY 4

2. BITI’S COMPANY OVERVIEW 4

2.1. HISTORY 4
2.1.1 THE INTRODUCTION OF BITI'S HUNTER PRODUCT LINES: 4
2.1.2 TH E CO MEBACK CAME F RO M BITI' S TURNING PO INT IN 2017: 5
2.2.VISION. 5
2.3. MISSION. 5

3. SITUATION ANALYSIS 5

3.1. MARKET ANALYSIS 5

3.1.1. P ESTEL: 5
3.1.2. MARKET SIZE : 7
3.1.3. MARKET GROWTH 9
3.1.4. MARKET DEMAND 10
3.1.5. MARKET NEEDS 10
3.1.6. MARKET SHARE 10
3.1.7. MARKET TREND 11
3.3. COMPETITION 12
3.3.1. DIRECT COMPETITORS 12
3.3.2. INDIRECT COMP ETITORS 14
3.4. P RODUCT OFFERINGS 15
3.5. DISTRIBUTION 16
3.5.1. SUPPLIER 16
3.5.2. MANUFACTURING : 17
3.5.3. TRANSPORTATION AND WAREHOUSE 18
3.6.1 CANVAS 18
3.6.2 F REE ASSOCIATION 21

4. STP ANALYSIS 22

4.1. OBJECTIVES: 22
4.2. TARGET MARKETS: 22
4.3. P OSITIONING 23

5. MARKETING STRATEGY 25

5.1 P RODUCT 25
5.2 P RICE 25
5.3 P LACE 25

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5.3. 1. METHOD OF DISTRIBUTION: 25
5.3.2. DISTRIBUTION STRATEGY: 26
5.3.3. ANALYSIS OF ADVANTAGES AND DISADVANTAG ES : 26
5.4 P ROMOTION 26

6. FINANCIAL SUMMARY 28

6.1. SALE FORECAST (POTENTIAL SALE) 28

6.2. MARKETING BUDGET 29

7. IMPLEMENT PLAN 30

7.1 MARKETING OBJECTIVES GROWTH 30

7.2 KEY SUCCESS FACTOR 30

8. EVALUATION AND CONTROL 30

8.1 BUSSINESS CUSTO MER 30

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1. EXECUTIVE SUMMARY
In the fast economic integration and the recent joining to WTO of Vietnam, Vietnamese enterprises
are finding ways to d o business in a more sustainable andcompetitive manner. Vietnamese
enterprises join the global supply chain and thatwould require the compliance as well as the
innovation in practices. Biti's Company has successfully gained its brand reputation and market
by goodpractices in Corporate Social Responsibility, in particular its supply chain. BITIStakes the
strong focus on environment and human resources improvement whileentering partnership with
foreign partners. The development of the company hasattached to the “INOVATION” of Vietnam
and openness in Vietnam economyover the last 20 years. This case will present the context and
experience andpractices where BITIS, as a successful case on good CSR strategy in Supply
chaincontribute well to the economy.

2. BITI’S COMPANY OVERVIEW

2.1. History
- 1982: Starting from a family that has a tradition of making shoes since the 1960s. In 1992, Mr.
and Mrs. Vuu Khai Thanh established Van Thanh company with 20 workers to produce footwear
for export through the Eastern Europe and the Soviet Union followed the barter program at that
time.
- In 1986: From the money they saved, Mr. and Mrs. Vuu Khai Thanh bought the Binh Tien
complex and merged with the old complex, established Binh Tien Rubber Cooperative,
specializing in the production of footwear, comedy. with high quality for Vietnam and exported to
Eastern Europe, Western Europe.
- In 1990: After a period of research with the aim of improving product quality, Mr. and Mrs. Vuu
Khai Thanh boldly went to Taiwan to learn new technology and then invested in machinery from
Taiwan, and carried out production. New product - EVA foam shoes with the best quality at that
time
- In 1992, in the new hill period of the country, the General Director officially changed the
enterprise's name to Binh Tien Consumer Goods Manufacturing Company - or Biti's.
2.1.1 The introduction of Biti's Hunter product lines:
- Sticking with the childhood of many generations of Vietnamese (8x, 9X) from school sandals
impressed by super-durable quality, Biti's has gradually conquered consumers of all ages with
quality products. Good quality, created by Vietnamese minded hands at prices affordable to the
majority. Therefore, Biti's is considered a "national brand". But the emphasis on quality neglected
innovation, did not regularly launch new products and did not actively carry out promotional
activities that made Biti's name gradually forgotten.
- By 2015, following the mission of nurturing Vietnamese feet, the journey of conquering new
customers will officially begin with the goal of bringing a youthful, modern, impressive breeze
besides maintaining the prestige of capital quality. have. In December 2015, Bitis officially

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launched the Hunter - As light as flying line of high-end sports shoes with superior feature designs
in line with consumer trends of Vietnamese youth.
- Biti's boldly spent up to 5 million USD to invest in machinery technology and quality sports
shoes in Vietnam and launched Biti's Hunter product line with the same quality as popular sports
shoes. of major shoe companies in the world.
2.1.2 The comeback came from Biti's turning point in 2017:
- Before 2017, the time of Biti's crisis, seems to be the disappearance and forgotten of the
Vietnamese shoe brand. Young people turn to famous international shoe brands such as Nike or
Adidas, to show their style and personality.
- Influencer Marketing is a form of marketing that uses celebrities, influencers, and can be seen as
a bright candidate to build a successful advertising campaign.
- Biti's and Soobin Hoang Son have released a video clip with the message "Go to return", a
profound message that conveys a very different definition of "going". "The miracle is that people
go further to mature, not forgetting to bring along with nostalgia luggage." - With the message at
the end of the clip, many people recognize themselves in it, and appreciate the values of friendship
and family. Immediately after that, the peak of information about Biti's Hunter was pushed to a
climax on New Year's Eve 2017 when Biti's Hunter shoes appeared briefly in Son Tung's MV Lac
Troi - male singer always created trend with any music product that just came out. The image of a
pair of black Hunter pairs with a dragon dress in the ancient scene quickly creates a strong viral
effect, just a few seconds, no need for close-up shooting, no need to mention product names or
features enough for young people to eagerly search for "a pair of Son Tung". Biti's Hunter brand
has gradually gained a foothold in the sports shoes market in Vietnam.
2.2.Vision.
- Becoming a large consumer goods manufacturing company in Asia.
- Decided to build a vision and affirm the appearance in order to develop Binh Tien HTD
Manufacturing Co., Ltd into a strong and growing company not only domestically but also
worldwide, maintaining the position of product. first in Vietnam and actively integrating with the
world, becoming a major consumer goods manufacturer in Asia.
2.3. Mission.
- Constantly improving and improving quality to provide products with the meaning of Biti's brand
identity "Prestige - Quality".
- Binh Tien HTD Production Co., Ltd. commits to constantly improve and improve the quality of
product supply, to better meet the increasingly high and diverse requirements of customers, as the
meaning of identity. Biti's brand "Prestige - quality", building long-term trust for all customers.

3. SITUATION ANALYSIS
3.1. Market Analysis
3.1.1. Pestel:

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Factor Analysis
Political ▪ Vietnam joined the WTO, the tariff was abolished, along with the policies
to encourage export and production, Vietnam has become a destination for
investment by leather shoe manufacturers. => Biti’s have more advantage to
compete with international competitor
▪ From January 1, 2014, Vietnam's footwear products enjoy the EU GSP
universal tariff preferences for 3 years.

Economic ▪ The unemployment rate at the working age of the urban area in the third
quarter although decreasing compared to the second quarter but remained at
the highest level in the past 10 years.
▪ Vietnam has signed 14 multilateral and bilateral free trade agreements,
including CPTPP and EVFTA, which attract many domestic and foreign
projects to invest in the footwear industry in Vietnam, especially. Tax cuts
are available as soon as the agreement comes into effect. => Biti’s can have
a lower price than before
Social ▪ The current population of Vietnam (or Viet Nam) is 97,960,938 as of
Friday, March 19, 2021, based on World meter elaboration of the latest
United Nations data. => Population increase help BiTi’s have more people
to target and sell for them
▪ Trends and aesthetic tastes of consumers with garment products also change
continuously.
▪ Vietnam population is equivalent to 1.25% of the total world population.
▪ The population density of Vietnam is 316 people / km2. The median age in
Vietnam is 32.9 years old.
▪ Each customer's fashion preferences are different. Fashion changes
according to seasons, months of the year. Fashion is also divided by culture;
each has a unique style. Therefore, their choice of footwear also varies by
colour, decoration, size, and brand

Technological ▪ Using the technology, businesses can increase their value. Many
Vietnamese companies have started to invest in machines with modern
technology to automate many production stages to increase productivity,
improve quality and save time and money.
▪ Example: new generation servo-controlled shoe toe making machine
Legal ▪ Law provides the rights and obligations of consumers; responsibilities of
goods and service traders toward consumers; responsibilities of social
organizations for consumer right protection; settlement of disputes between
consumers and goods and service traders; and state management
responsibilities for consumer right protection.
▪ Law recognises freedom of trade and prohibits anti-competitive practices
▪ Vietnamese labour law allows the employer, based on its own production
requirements, to arrange for employees to work in shifts.
▪ Copyright law protects the rights of creators in their works in fine arts,
publishing, entertainment, and computer software.

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 ▪Patent law grants protection for new inventions which can be products,
processes or designs and provides a mechanism for protection of the
invention.
▪ Decision 6209 / QD-BCT approving the master plan for the development of
the leather and footwear industry of Vietnam by 2020 and the orientation
towards 2025.
Environmental ▪ Wastewater treatment system for leather shoe industry currently has many
factories and enterprises investing and building, in order to minimize the
risk of pollution into the environment.
▪ Wastewater treatment technologies in the leather and footwear industry
currently being widely applied include traditional activated sludge technology,
Aerotank aerobic biological treatment technology and some other
technologies.

3.1.2. Market size:

Hunter
58 Sandals
Sneakers
114 Running shoes
12
9
Soccer shoes
3
11 Leather shoes
29 Slippers/flip-flops

MALE

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 6 Hunter
Sandals
69 85 Ballet flats
Fashion shoes
Running shoes
20 Sneakers
4
9
8
Slippers
62
Handbag

FEMALE

5
19 Sandals

Sneakers
37
102 Slippers/flip-flops

Training shoes

BOY

8
 5 Sandals
17

Sneakers
25
83 Ballet flats

30 Slippers/flip-flops

Training shoes
GIRL

3.1.3. Market Growth

Market growth: 12%/1 year. In2019, the market growth was 10% and we forcast they can
increase 20% until 2022 because 2020 is the year of pandemic so people don’t need money to
buy more shoes. This is the forcast market sneaker 2018-2024 :

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 3.1.4. Market demand
- In recent years, the global demand for athletic footwear has increased significantly. This
heightened demand for footwear, like sneakers, can be attributed to increased health awareness
amongst consumers. Health-conscious consumers seek appropriate footwear for their physical
activity, whether it be for running, sports, aerobic exercises, or hiking. In the United States, a
recent study reported that almost half of respondents bought athletic footwear within the last 12
months. The average selling price of footwear that year was approximately 58 U.S. dollars.
The price of sneakers, however, greatly depends on what brand it comes from.
- In Vietnam, the demand for sneakers from young people is increasing. Young people with well-
off conditions are more interested in owning hot shoes from abroad, at the price of 2 -4 million.
This has become a phenomenon of hunting for branded shoes, "acrid" in young people. There are
many young people willing to spend more than ten million to buy shoes. Their ability to pay
depends on a high income or high parental support.
3.1.5. Market needs
- In the past sneakers were often used for sports activities or somewhere hip-hop guys were seen
walking into public stores wearing dusty sneakers. But just in the past few years, with streetwear
movement, sneakers have been a fever that has lingered in every corner of our life. Sneakers
have been available everywhere from the gym, from the street to the office. They have become a
fashion trend for young people around the world and not only men, but also women, are
gradually becoming more interested in sports shoes.
- Sneaker not but meets the traveling needs of young people but also shows the fashion style, the
unique personality of the young and their way of life.
3.1.6. Market share
After we have a survey with 100 people in aged 18-24 live in urban , 7 people said they buy
BITIS HUNTER intstead of biti’s hunter’s competitor, 23 people said they buy NIKE, 19 people
said they buy ADIDAS, 51 people said they buy other.

MARKET SHARE

Biti's Hunter
Nike
Adidas
Other

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3.1.7. Market trend
Vietnamese people who prefer foreign products have gradually gained national pride, so through
marketing campaigns targeting this market trend, Biti's have more market share and customers.
They like shoes that are easy to identify with brands to assert themselves through beautiful
designs, quality, worn by celebrities. Moreover, customers because the average income is higher
and higher, so the need to wear lightweight shoes. Durable, suitable for many purposes such as
traveling, going to work, hanging out with friends is very easy to understand. Because it is aimed
at young people, they need constantly changing designs. Spescial, Biti’s Hunter launch the
product which is draw the picture of pandemic to attract customer attention
3.2. SWOT Analysis

STRENGHTS
•Combined with Biti's Hunter's most beloved cutting edge technology
•Equality White and Equality White Open Back are both designed with an all-white color tone, which
makes it great for matching high-color socks.
•The Equality White Open Back pair has a rear hatch and fully trim the rear heel for a more convenient
experience to use.
•Biti's and Huong Giang's products have shown their unobtrusive sophistication and still carry their
own perspectives.

WEEKNESS
•Have one colour is white, lack of diversity
• Shoes are not breathable to create a pleasant feeling for customer
• Haven't hired many KOLs to create a buying response for the product

OPPORTUNITIES
•With a hexadecimal flag symbolizing the LGBT + world, it is designed in the sole. This will help the
brand gain great popularity and support from the LGBT community.
• Income people in Viet Nam is increase day by day => The money people pay for shopping => Biti's
have more potential custmer

THREATS
•Huong Giang has been widely called to boycott, on many programs and events she attended due to her
actions and false statements about anifan. Bitis Hunter Nameless is heavily influenced on the product
image.
• Many competitor and alternative product => Bit's need improve their quality and try to catch trend
• Pandemic in Viet Nam make people consistant when they buy somethings not really neccessary

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3.3. Competition
Because Bitis are accessible to many exporting countries. It is difficult for a Vietnamese
company to stand firm in the current market due to the versatility in the product range. Biti's has
faced numerous domestic and international rivals for the same reason of engaging young people
over the years in order to achieve its current proud spot. While domestic companies are still
relatively young, it can be seen that they all have creative concepts that are more original than
fashion, allowing them to compete effectively with a long-established business such as Biti's. In
terms of international rivals, it's difficult not to list major names like Nike and Adidas, who are
well-known among the younger generation for running and sport shoes, or Vans, which have a
wide range of designs and sizes. It's easily available all over the world. The following is a list of
Bitis' latest competitors.
3.3.1. Direct Competitors
Domestic General information Illustration
shoes
branches
Ananas Ananas design produces mainly
Right from slip-on low-necked slip-on
the very first shoes that embrace and
beater shoes, embellish the legs, firm seams,
Ananas has soft soles to create a feeling of
conquered smooth foot and comfortable
fashion movement. Affordable price,
lovers with dynamic design, youthful
fancy color youthfulness and solid quality
schemes, are all advantages that help
multi-stylish Ananas stand firmly in the
fabrics and competitive thick shoe market.
suede from Up to now, this brand has
classic to continuously developed its
modern. products and raised the
expectations of Vietnamese
sneaker followers, as the motto
they set out from the early days.

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RieNevan Useful shoes for young people
In general, who are passionate about
RieNevan's skateboarding, or simply want
shoes are in a to have a personality highlight
casual when going to school or going
streetwear out every day. In addition, to
style. mark and spread the cultural
heritage of Vietnam, the
RieNevan team has researched
and put Vietnamese symbols in
their designs such as Lac birds,
or common patterns. on
Dongshan public.
ONE If you look closely, you will see
ONE's shoes details that bring Vietnamese
feature a identity cleverly hidden inside.
smooth, It is an image of the old tiled
simple fit, yet roofs in Hoi An, or the
still highly coastline along the coast of
immersive Vietnam. A shoe's top priority
and packed is on the material and sewing
with its own technique, so that it is most
message. durable and comfortable for the
wearer. ONE is a shoe brand
exclusively for Vietnamese
people, suitable for the lifestyle
of people here, especially
followers of minimalist fashion,
who prefer sophistication,
sustainability and high quality.
In addition, the reasonable price
is also a factor that helps ONE
increase its competitiveness
with major foreign brands.

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 3.3.2. Indirect competitors
Foreign shoes branches General information Illustration
Nike- Just do it . The + The price is quite
branch is known as the expensive comparing to
most famous sport shoes in low middle income in
the world .. The mission Vietnam . However , it is
statement is that to bring worth for the foreign
inspiration and innovation quality
to every athletes in the + Durable, lightweight,
world good quality, his strength.
+ Youthful, dynamic, light
colour.
+ Celebrity endorsement
and sponsoring major
sports organization.
+ Regular promotions are
available at the end of the
year.
+ Utilize modern tools and
rate 1 set place of the end.

Adidas stated that : " We +Tthe price Adidas offered

believe that through sports
we have the power to
change lives " Adidas has
an effective distribution
system for their products
available through different
channels
is also high
+ Good durability, sturdy,
adaptable in all
environmental conditions.
+ Easy to clean, good
force.
+Celebrity endorsements
and sponsoring major
sports organisations.
+ Trendy, stylish, sporty
stylish, comfortable foe the
user.
+ Adidas has travelled a
long way to establish itself
as a youthful brand.
+ Adidas has an effective
distribute system for their
products available through
different channels.

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 Vans – “Off the wall” 66’.
One of the most common
shoes branch for
Vietnamese students
The design is simple which
specialize for skateboard
users but also suit for
students to go to school and
hang out . It is a famous
branch which the price is
cheaper than Nike and
Adidas beacause Vans
target students.

Zara – Ultra light sneaker: + Zara is not prominent in

colour, but Zara sneaker
still have plus points thanks
to its weight.
+ These shoes not only
bring a slight sense but also
comfort the users because
it is made from synthetic
rubber and body garments
from fabrics waterproof.
+ Shoes are sold for 29.95
Euros (about 821 thousand
VND).

Although Biti's has a variety of competitors, Biti's always improve the quality and learn from
competitors. In addition, the branch recognises the importance of marketing to promote a new
product. Therefore, Biti's hunter can catch the eyes of customers. More and more factors contribute
to the success of Biti's hunter up to 3 years now.
3.4. Product Offerings
*Technology:
-Meanwhile, the sole continues to use LiteTracktion technology from ultra-light antibacterial EVA
material. Each shoe weighs only about 300g.
*Design:
-Offer light-weight, flexibility and durable
-Microfiber shoe tip is soft, breathable and resilient in every step.
-Si nubuck shoe body helps the shoe form to be sturdy and shape the form more firmly. This
material is also very easy to clean and dispels the worry of getting dirty.

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-Instead of using lanyards, the Biti's Hunter Nameless couple uses a comfortable loaf -style pad
while creating a more modern look. The inside of the shoe body is completely opposed to the
outside with a five-color lining
-The open back design of the Equality White Open Back version was first available at Biti's Hunter,
bringing a sense of comfort and freedom - as a call to young people to confidently free themselves
from inherent limit.
*Core customer value
-Comfort and safety
-Authenticity
-Trendy
-Sustainability
*Return policy and warranty
-3 months guarantee
-Return and change product within 7 days
3.5. Distribution
-Currently BITI’S Hunter is operating effectively with 3-level distribution channels:
Manufacturers Agents, Stores, Retailers, Consumers. This is an indirect distribution system.
BITI’S supply chain includes:
- Suppliers: suppliers foreign and domestic.
- Production: design and production, in which there are two companies, BITI’S and Dorma
BITI’S.
- Then, the products will be delivered to the warehouse and the distribution channel system is the
trading centre, merchants, wholesalers, retailers, and marketing outlets, from where the product
reaches the end consumer.
3.5.1. Supplier
- Currently, according to the need to diversify types of products to do business based on ensuring
quality standards for the company's customers, BITI'S is implementing business cooperation plans
with suppliers. At home and abroad, specializing in all kinds of materials such as wire mesh, Si
PU, Nubuck PVC, leather, goat leather, button canopy, key ring (metal), sandals, nylon rim, PP-
PE- HD, spandex, ...
- BITI'S has a huge demand for production materials. However, these materials are also very
limited, businesses have production but do not meet the requirements set out by Bits.
- As a result, up to 60% of BITI'S input materials are imported from abroad, only 40% are sourced
from domestic manufacturers.

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- Currently, cooperation with BITI'S has the following main suppliers:
Leather: BITI’S choose Wei Tai Leather Joint Stock Company, which is a 100% Taiwan -invested
company, specializing in manufacturing and processing finished leather products. The company
has its head office in the public area. Industry Nhon Trach III, Nhon Trach District, Dong Nai
Province.
Rivet and lockout node: BITI’S favours domestic companies. With the canopy, sheet, metal mark,
BITI’S choose Red Heart Production & Trade Co., Ltd.
Grommets: BITI’S chose Trieu Phong LLC. which originate from a small establishment called
"Hoan My Manufacturing Complex" specializing in footwear, sponge sandals, leather sandals,
sandals, rubber soles.
Synthetic plastic particles: The company mainly imports from the Netherlands and France. In
addition, the company also selects several domestic suppliers, typically Polystyrene Vietnam
Company Limited which is the first unit in Vietnam to product EPS, HIPS, GPPS, BPO plastic
resins. The company has done a good job supplying plastic products for BITI’S.
Heels and soles: BITI’S choose Tae Sung Company. The company has always been a leading
company in manufacturing plastic products. In addition, BITI’S also chose Trieu Phong LLC is a
one of its heels and soles suppliers.

3.5.2. Manufacturing:
BITI’S production process consists of two parts: the design department and the direct
production department.
- The design department:
This department is responsible for researching to understand the needs of the trendy market to
come up with suitable designs with corresponding quantities. At first, this department has nothing
to do with the supply chain of BITI'S, but this is completely wrong because if the product design
department works well, it will bring out products that meet the market. tastes and needs of
consumers, thereby planning appropriate production. It will involve importing BITI'S inputs.
-The direct production department: BITI’S and Dona BITI’S
Currently, BITI’S company has become a group of two members, namely BITI’S Company and
Dona BITI’S Company with 04 factories located in Ho Chi Minh City, Dong Nai, Long An and
Can Tho.
- BITI'S Company always researches to meet the needs of domestic and foreign consumers.
Technology of manufacturing shoes of BITI’S: imported from modern technology of Korea and
Taiwan, including from Eva, from PU, from fabrics and from leatherette.
- Dona BITI’S: Dona BITI’S company has completely Taiwanese production technology
transferred from BITI’S joint venture company with Pouchen company of Taiwan.
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The company continuously invests and innovates equipment, production technology, researches
and develops a variety of products and always improves models to satisfy the shopping needs of
customers of all classes.

3.5.3. Transportation and warehouse

- BITI'S domestic market system includes more than 2,300 agents / stores nationwide. Therefore,
the transport of goods is considered one of the important stages in the company's activities to
distribute timely goods to customers. Currently, Dona Biti's fleet is managing a lot of trucks,
including 7 Mitsubishi Canter cars with the task of distributing goods to the company's branches
in Long An and Mekong Delta provinces.
- Every month, the average distance traveled by each vehicle is 5,000-6,000 km. According to the
company's calculations, compared to rental transportation, the investment from car investment
helps the company save more costs as well as be more active in vehicle exploitation. After 3 years,
the company can depreciate the investment value for the vehicle. With the expected operation time
of about 10 years before being liquidated, the economic efficiency that each Mitsubishi Canter car
has brought to the company is not small.
- In terms of delivery to consumers, Biti's works with reputable delivery units in the delivery field
with the ability to deliver at any address within the territory of Vietnam.
- Biti's is fully active in the production of products, Biti's also invests in a separate warehouse to
store all the products being traded on the website and update new goods monthly to minimize the
need to report “out of stock”. goods "for customers. At the same time, the company's retail stores
also have separate warehouses for convenient trading.
3.6.1 Canvas
1. Key Partner
• BITI’S cooperates with overseas retail distributors such as:
➢ Speedo International Ltd. is a distributor of swimwear and swim-related accessories based
in Nottingham, England.
➢ Decathlon S.A. is a French sporting goods retailer. With over 1647 stores in nearly 1000
cities in 57 countries and regions it is the largest sporting goods retailer in the world.
➢ Lotto Sport Italia is an Italian sports equipment manufacturer based in Trevignano, near
Treviso. The company manufactures and commercialises sporting and casual clothing and
footwear (including sneakers, and football boots).
• Some of BITI’S key partners in Vietnam:
➢ AEON is currently one of the largest retail trade groups in the world with 179 Japanese
and foreign joint ventures.
➢ Lazada Vietnam is an e-commerce trading platform, providing products in many
different categories such as furniture, tablet phones, ...
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 ➢ Tiki is the name of a leading e-commerce website in Vietnam.
2. Key activities
• The main key activity of the company is designing and developing products with a varity
of designs, colors, .. to meet the demand of consumers. In order to achieve that, other
activities are involved, such as research (about materials, technologies, and
trends/behavior) and negotiation with the suppliers.
• Marketing, sales, and advertising are essential for this business model.
➢ Example:
Biti's Hunter - hành trình 4 năm làm nên câu chuyện: Thấy "Đi để trở về".
3. Key resources
• Human Resources: Abundant human resources, skilled, cheap labor. The creative design
team always comes up with new and interesting ideas.
• The infrastructure: Large scale and large capacity, nationwide distribution network and
many stores in China.
• Materials: The main ingredient that can be purchased domestically makes Bitis less
susceptible to external factors
4. Unique Value Propositions (UVP)
• "Embrace every step".
• Brings smoothness in every step of customers with Vietnamese products and prices for
Vietnamese.
5. Customer Relationships
Personal Asistance: In this type, a company interacts directly with a customer through an
employee. They will assist the customer in the pre-purchase, purchasing process, and post-
purchase stages.
• Communities : The rise of electronic technology and social networks is creating customer
communities and allowing businesses to communicate directly. This helps businesses drive better
customer experience, as the community helps customers share their own experiences and discuss
common wishes and solutions.
6. Channels

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7. Customer Segments
DEMOGRAPHIC
Age From 15 to 25
Gender LGBT
Income ≥ 3.000.000 VND.
Occupation ✓ College students.
✓ Employees working in factories and companies.
✓ Freelance professional.
=> The common point is that they are all members of the LGBT community.
SPYCHORAPHIC
Lifestyle ✓ Enjoy life, modern, hard-working, dynamic, sports
✓ A (Activities)- Going out, traveling with friends.
✓ Play street sports.
✓ O (Opinion)- Improve designs, colours, patterns.
✓ I (Interest)- Collect a variety of beautifully designed shoes.
Personality Confident, easy-going, cheerful, enthusiastic, motivate, extroverted.
Social class Middle class
GEOGRAPHIC
Regional Viet Nam
Density Urban
DEMAND
✓ Demonstrate the spirit of street sports and high applicability.
✓ Use high quality products at average prices.
✓ The LGBT community can experience a product nameless shoe line just for them.

8. Cost Structure

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● Biti's has positioned itself as a footwear brand with assured quality and reasonable prices,
because quality pricing is the company's guiding principle. Do not consider price to be the most
important competition factor. Biti's is one of the few businesses that uses a "one price" policy that
applies to both the domestic and international markets.
● Biti's has hit the psychology of customers to order goods of good quality, and it must be
understood that the same good quality is the attribute that differentiates Biti S's products from rival
products with its high priced approach. The policy of enforcing a single price across the country
often gives customers peace of mind when making purchasing decisions.
9. Revenue Stream
- Revenue streams can be divided into two categories:
Transaction Revenue: These revenues are earned from the customer making a one-time payment
for the product or a rendering of a service.
Recurring Revenue: These are earned from consistent ongoing payments rendered to the
company for either the delivery of the value proposition of after sales care for the customer.
=> Biti’s Hunter use transaction revenue when they sell product as a shoes for customer they
payment only one time and they will have a shoes. This is core operating revenue account
for Biti’s Hunter, it is usually given a specific is sales revenue
- Also there are two mechanisms associated with revenue streams:
Fixed: Fixed revenue stream mechanism is when you offer the same price no matter what happen
on the market
Dynamic: Dynemic revenue stream mechanism is when you offer a price that varies depending on
different market forces for your solution
=> Biti’s Hunter use fixed revenue stream mechanism is when you offer the same price at
everywhere, domestic or foreign. So customer don’t be scare of buy product with higher
price.
3.6.2 Free Association
Product Related
Liteknit - Material is smooth and has good elasticity
Shoe soles are made of phylon, material "light as flying"
Shoe lining with new innovation - antibacterial technology
Functional
The shoe body uses liteknit textile technology to keep the product clear, along with the plastic
frame in the middle of the body and at the heel to help the product become stronger, more solid

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for the user when exercising. At the same time, thanks to the improved design, the upper body will
cover and hug the legs more when worn.
Biti's Hunter X's sole uses breathable fabric with antimicrobial technology that helps prevent
bacteria from forming during movement. In addition, Biti's Hunter X possesses 6 -point cushioning
technology, which helps massage the soles of the feet and provides a smooth experience while
wearing.
User Imagery
Vietnamese brand, sticking with many generations of Vietnamese people
Develop on the national pride of the Vietnamese people
Usage Imagery
The target audience is Youth and hits the sneaker segment
Convenient, suitable for many situations (going to school, going out, going everyday ...)
Brannd Personality
Focus on continuous product improvement
Beautiful design, trendy, light weight, smooth soles, durable and breathable fabric.
Symbolic
BRAND OF GO & EXPERIENCE
Biti's Hunter, with its "light as flying" shoes, will always accompany and inspire you on the endless
steps and experiences that mark your youthful journey.
Go & experience - wherever, whenever, whatever - Biti's Hunter will walk with you.
Experiential
Young clients in self-affirmation
Active, always progressive, likes to explore and express myself.

4. STP ANALYSIS
4.1. Objectives:
- Commitment to constantly improve and improve the quality of product supply, to better meet the
increasing and diversified requirements of customers, exactly as the meaning of Biti's brand
identity "Prestige - quality ", building long-term trust with all customers.- Bitis targets all types of
customers from workers with average wages to the upper classes in society , from the elderly to
children. Every customer becomes the target market of the business.
4.2. Target markets:
* Demographic:

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 DEMORAPHIC
Ages From 16-25
Gender Males, Females, LGBT
Income 2-5.000.000đ
Occupation Students, employees

* Psychographic
PSYCHORAPHIC
Personality Confident, easy-going, cheerful,
enthusiastic, motivate, extroverted.

Lifestyle Modern, enjoy-life, dynamic.

A (Activities)- Going out, traveling with
friends.
Play street sports.
O (Opinion)- Improve designs, colours,
patterns.
I (Interest)- Collect a variety of beautifully
designed shoes.
Social class Middle class
Upper class

* Geographic
GEOGRAPHIC
Region Viet Nam
Density Urban/rural

* Demand:
DEMAND
✓ Use high quality products at average prices.
✓ Experience many new products nameless shoe line.

4.3. Positioning
WHAT NEED ?
As a sports shoe with a modern and fashionable design, the set is highly durable and especially the
shoe is smooth and comfortable in all geographies. Comfortable, dynamic, ready to move for every
new experience.
UNIQUENESS

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Functional :
- The first high-end sports shoes in Vietnam
- High quality shoes with lightness, comfort and durability
- The price of the neck is much higher than that of foreign shoe firms.
- Simple, youthful design
Emotional :
- With the inspiration "If you are a symbol, you do not need to call your name. If it is love, you
should Love-Equally, be afraid of inherent limitations because whoever you are, you have the right
to love and deserve to be loved. , experience the journey of love in any way your heart tells ", Biti's
Hunter co-created with Huong Giang to launch a version of Go For Love 2020 with a new design,
breaking limits and creating designs. designed specifically for those who believe in love, to
become the representative of equal love - genderless, not limited to any standards.
REASON TO BELIEVE
Funtional :
-Long-standing Vietnamese brand name, good quality, high durability.
-Microfiber strap is soft, has good ventilation and resilience on every step.
-The shoe body is made of si nubuck to make the shoe form more sturdy and form a firm form.
-LiteTraction insole technology with antibacterial, smooth, and optimal lightness EVA is only
300g / unit.
Emotional
- A sense of pride and want to support Vietnamese products due to a long-standing brand name of
8x, 9x each generation.
- Feelings are cradled, light, and smooth when using the tagline "Raising the Vietnamese Feet"
POSITIONING 9 (POP-POD)
POD
- The first high-end sports shoes in Vietnam
- High quality shoes with lightness, comfort and durability
- The price of the neck is much higher than that of foreign shoe firms.
- Simple, youthful design
- Deep messages that make sense to users
POP

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- Good shoe material
- Fashionable design
- Functions used
- Widely available throughout the country

5. MARKETING STRATEGY
5.1 Product
The Hunter - as light as flying - is superb in design and quality, with a dynamic, eye-catching
exterior with a light weight and standard build, providing absolute comfort for the wearer on the
go. With a weight of about 300g - is one of the lightest Vietnamese sports shoes up to now but still
ensures quality and eye-catching design. Rainbow symbol on the heel of the shoe: there is no need
to show off but confidently support the equal journey of experiencing love.
-Microfiber strap is soft, has good ventilation and resilience on every step.
-The shoe body is made of si nubuck to make the shoe form more sturdy and form a firm form.
-LiteTraction insole technology with antibacterial, smooth, and optimal lightness EVA is only
300g / unit.
Biti's Hunter has a body made of high quality synthetic leather that is highly durable and easy to
dry and wash out of dirt, high elastic phylon sole ensures a comfortable feeling. , glide on each
motion.
5.2 Price
Possessing many outstanding points and special significance, the Biti's Hunter NameLess version
has a relatively higher price than other Biti's Hunter lines, the lowest from VND 859,000 for the
Equality White Open Back version and VND 899,000 for Equality White version. But still
relatively softer than the sneaker types of cult brands in the world such as Adidas, Puma, Converse,
. . . with prices from 2 million VND poured up (for genuine products), with Biti's customers. Just
spending less than half the amount, you can own a pair of "right" sports shoes, which both meet
your needs and are very trendy. This reflects the true nature of the company's classic slogan:
"Nurturing Vietnamese feet".
5.3 Place
5.3. 1. Method of distribution:
With the characteristic of sport shoes being used regularly, the buyers are mainly young people
under the age of 25 such as pupils, students, . . . So Biti's distribution system is multi-channel in
order to cover the market. market and reach consumers on a regular and fastest way.
In the domestic market, Biti's distribution network includes 2 branches, 2 shopping centers, 2
business centers, 33 marketing stores and more than 2300 agents - stores spread across the country.

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for purchases. Currently, Biti's Hunter is operating effectively with 3 -level distribution channel:
Manufacturers, Dealers, and Stores, Retailers, Retailers. This is an indirect distribution system.

In addition, Biti's also diversifies the form of buying by combining sales through websites. Now
that customers' buying trends have changed, they need convenience in buying. Therefore, Biti's
Hunter is also distributed through online sales channels such as Lazada, Tiki, Shopee, Lotte, . . .
5.3.2. Distribution strategy:
Biti's applies a centralized distribution strategy: using the most distribution intermediaries to sell
products across the market area with the goal of bringing as many goods to the market as possible.
This helps Biti's increase its market share and revenue.
5.3.3. Analysis of advantages and disadvantages:
Advantages: Creating a wide coverage, easily bringing Biti's Hunter brand image to consumers,
but Biti's side does not need to spend much to invest.
Disadvantages: First with such a distribution system will cause difficulties in management. The
stores sometimes compete with each other on prices to sell many goods, which will lead to a
conflict in the distribution channel. Biti's stores may be in the market, which inadvertently allows
consumers to rate the quality of Biti's Hunter products on par with those that may not be up to the
standard and would affect the Biti's Hunter brand.
5.4 Promotion
Biti's have applied the AIDA communication formula to their strategy in a very methodical and
attractive way.
Step 1: Attention

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Biti's communication strategy is aimed at reaching, promoting and attracting the attention of
people about new brands and products to arouse interest and curiosity. To accomplish this goal,
Biti's has chosen Viral Video - an outstanding method in its marketing strategy with the
cooperation of Huong Giang Idol.
Step 2: Interest (Interesting to the brand, the product)
Biti's is also very smart when using the power of the KOL channel to communicate the next
strategy, stimulating customer love, love and trust in the product. With the characteristics of
selecting potential customers as young people, through KOL channel as Tinh Tim Toi , Biti's has
"educate" customers and the market, creating a new trend of wearing shoes.

Step 3: Desire (Stimulation, desires, needs of customers)

This is when Biti's use a series of PR articles in the teenage newspapers. At the same time,
continuing to convey the message of "Vietnamese people use Vietnamese goods" synchronously
on social networks for a strategy to stimulate the needs and desires of customers to use products.

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Step 4: Action (Stimulate customers to take action on the product)
To stimulate action for customers who are still wondering about the decision to buy Biti's Hunter,
Biti's has launched great deals and discounts to stimulate customers to buy right away.

6. FINANCIAL SUMMARY

6.1. Sale Forecast (potential sale)

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 6.2. Marketing Budget

MARKETING BUDGET (~8% sale revenue= 8.400.000.000)

MARKETING BUDGET

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7.IMPLEMENT PLAN
7.1 Marketing Objectives Growth
- There are 4 ways to achieve your marketing goals: (1) Increase consumption, (2) increase market
penetration, (3) increase value in use, (4) increase loyalty.
(1) Bitis consumption increased by giving away a year of free shoes to its customers win giveaway.
(2) Bitis hunter used a strategy of increasing market penetration by offering deep discounts to
customers. products on e-commerce floors such as shoppee, Lazada up to 180,000 / 1sp. Besides,
they also spend a lot of money on advertising in the media to make people know more.
(4) Bitis has increased loyalty by launching campaigns to enhance the national pride and patriotism
of its customers.

7.2 Key success factor

- Choose right person who can influence to the potential customer of Bitis Hunter
- To convey gender equality messages. There is no discrimination against people with the 3rd
gender, making them feel respected and willing to pay for BItis hunter shoes
- Launch before 14-2 which is occasion couple will give a gift to each others

8. EVALUATION AND CONTROL

8.1 Bussiness customer
Face-to-face meeting phone conversations, and email sursey contacta with people who are
distributor, retailer,.. to know what customer need and respond to this project. If they don’t really
pleasant , Bitis need to know what make them feel uncomfortable to adjust. Beside that we need
to check employee , finance again to sure that this will be fine
IMFORMATION SOURCES
https://vietcetera.com/vn/nhung-thuong-hieu-giay-viet-san-sang-canh-tranh-voi-thuong-hieu-
quoc-te
https://www.nike.com/vn/
https://www.adidas.com.vn/vi
https://vansvietnam.com/?aelang=vi

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