1.

Introduction (Giới thiệu tổng quan về Biti's)

Biti's is a shoe company in Vietnam specializing in the
production of high-quality leather shoes at affordable prices in
order to bring the best experience to Vietnamese consumers.
put quality first with sologan "nâng niu bàn chân Việt".

More than 33 years have passed, but with "tireless footsteps", Binh
Tien Consumer Goods Production Co.Ltd. (Biti's) has gradually built
for itself a production and export strategy suitable to the times,
creating a brand Biti's Footwear associated with needs and tastes. of
the user. Proving that Biti's company has become a strong unit,
showing professionalism in the field of footwear production and
business; have enough human, material and financial resources to
develop the profession and achieve higher results.

In China, Biti's has established 04 representative offices with more

than 300 points of sale to introduce Biti's products in order to capture
the rapidly growing cross-border market. With the potential of the
Cambodian market, Biti's has an official distributor, Cambo Trading,
the distributor of Biti's products throughout Cambodia. Biti's has
exported to 40 countries around the world such as Italy, France, UK,
USA, Russia, Japan, South America, Mexico, Cambodia,…. In
addition, Biti's is also trusted by famous brands such as Decathlon,
Clarks, Speedo, Skechers, Lotto, etc. to become a processing partner
with many large and valuable orders.

2.History of Etablishment (Lịch sử hình thành và phát triển)

.1982-Established Van Thanh Group

Mr. and Mrs. Vu Khai Thanh established Van Thanh Company with 20 workers to
produce footwear for export to Eastern European countries and the Soviet Union
under the barter program at that time.

1986-Merged with Binh Tien Group

Mr and Mrs. Vuu Khai Thanh used the money to buy Binh Tien company, then
established Binh Tien rubber cooperative. Producing high quality Vietnamese
footwear and exporting to Eastern European countries for sale.

1990-EVA Techology from Taiwan

Mr. and Mrs. Vu Khai Thanh did not mind the difficulties. Together, they went to
Taiwan to study and learn new Taiwanese technologies such as new machinery and
equipment to improve product quality and launch new products. latest products. it
was EVA foam shoes with the best quality at that time.
1992-Offcially renamed as Biti’s
In 1992, during the new country era, the General Director officially changed the
business name to Binh Tien Consumer Goods Company-also known as Biti's.
3.Mission and Vision (Mục tiêu hoạt động)
Mission

Want to make Biti's the leading shoe manufacturing company in Vietnam

and want this company to have a position in the Asian market or even
make its own mark on the world shoe market map.

Vision

Constantly providing consumers with better choices, delivering outstanding

quality. is committed to constantly improving and improving product quality
towards the goal of superior quality, further satisfying the increasing and
diverse needs of consumers and building long-term trust with all customers.
”Organizational Structure (Cơ cấu tổ chức)
Products Introduction of Biti’s

 Biti's is a company specializing in manufacturing shoes, their shoe models are

diverse and suitable for all ages from children to the elderly. They have 6 kinds
of shoes

Ø Hunter

Ø Sandal
Ø Sport shoes

Ø Running shoes

Ø Soccer shoes
 Ø Western casual shoes

But the most impressive of them must be the Biti's x hunter shoe that once
made the young community stand still with the street design showing the
lifestyle of today's
Vietnamese Canvas of Pride Collection (Giới thiệu về BST
Vietnamese Canvas of Pride)

Biti's ‘’Vietnamese Canvas of Pride’’ collection released in 2021 at a

time of extremely stressful covid pandemic.The new collection, titled
"Vietnamese Pride", is inspired by the optimistic, strong spirit of the
Vietnamese people, from "rescuing" Vietnamese stranded abroad to the
hand-washing dance. has made a storm on social networks and has been
widely responded around the world or humane stories about the sacrifice
and dedication of hotel staff, military medics, military doctors are also
shown by Biti's. on Biti's Hunter Street, depicting a "small" but united
Vietnam. The stories shown on this special product are all towards a good
human meaning, honoring the creativity, kindness, energy, potential and
optimism of those who have actively defeated Covid-19 pandemic. This
new product line will include 3 colors. Each color scheme is accompanied
by a sample comic corresponding to the content geared towards the fight
against the epidemic. Besides, white tones from soles, shoes and
shoelaces help highlight Biti's colorful picture frames.

Chuong2 phần 5

1. Analyze Product (Vietnamese Canvas of Pride Collection) (4Ps

+ Unique Selling Point))
Product:
VIETNAM CANVAS OF PRIDE is a product of biti's that was born
during the difficult epidemic period to enhance the solidarity of the
Vietnamese people.
Price
The shoes in the collection cost about 900,000 VND
Place
Sell on online networks such as official store website or on-site
store agent for wholesale and retail distribution.
Promotion
Discounts on prices on holidays, Tet or promotions, gifts when
buying shoes directly at Biti's stores.
 Unique Selling Point
Biti's is a shoe company specializing in the production of high-quality but
low-cost shoes that are suitable for everyone from middle-income
workers to high-income businessmen.
The service quality of Biti's is also very good, so it is also trusted and
chosen by many Vietnamese people. The special feature that makes
Biti's success is that they are always at the forefront of trends with
sologan sentences that go into the minds of Vietnamese people such as:
'’Nâng niu bàn chân Việt’’', ''đi thật xa để trở về''. '', ''có đi mới trở về''.   This
has given them a unique foothold in the Vietnamese shoe market.