ASSIGNMENT COVER SHEET

STUDENT DETAILS
Student Student ID
name: Nguyễn Phúc Uyên Thanh number: 31221021357

UNIT AND TUTORIAL DETAILS

Unit
Unit name: Principle of Marketing number: PMK5
Tutorial/Lectur A2-Business Analysis
e: Report Class day and time: Tue 8:00 - 11:15 AM
Lecturer or Tutor
name: Dr. Mirjam Hauser

ASSIGNMENT DETAILS
Title: A2-Business Analysis Report
Tuesday, Tuesday,
Length November 29th, Date November 29th,
: 1443 words Due date: 2022 submitted: 2022

DECLARATION
I hold a copy of this assignment if the original is lost or damaged.
I hereby certify that no part of this assignment or product has been copied from any other
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I hereby certify that no part of this assignment or product has been submitted by me
in another (previous or current) assessment, except where appropriately referenced,
and with prior permission from the Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other
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copy on its database for future plagiarism checking).
Student’s
signature: Nguyễn Phúc Uyên Thanh
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above
declaration has not been signed.

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 Table of Contents
I. Introduction and background…………………………………………………… 4
1. The background of the brand…………………………………………………... 4
2. Market Analysis and Challenges………………………………………………. 4
II. Situation Analysis……………………………………………………………… 4
1. Internal factors…………………………………………………………………. 4
1.1 Strength (Appendix 1).................................................................................. 4
1.2 Weaknesses (Appendix 2)............................................................................. 5
2. Micro-environment…………………………………………………………….. 5
2.1 The Company……………………………………………………………… 5
2.2 Supplier (Appendix 3).................................................................................. 5
2.3 Marketing Intermediaries………………………………………………….. 5
2.4 Competitors (Appendix 4, 10)...................................................................... 5
2.5 Customers (Appendix 5)............................................................................... 6
2.6 Publics (Appendix 6).................................................................................... 6
3. Macro-environment……………………………………………………………. 6
3.1 Demography………………………………………………………………. 6
3.2 Economic………………………………………………………………….. 6
3.3 Technical (Appendix 7)................................................................................ 6
3.4 Political (Appendix 8).................................................................................. 7
3.5 Cultural……………………………………………………………………. 7
3.6 Natural (Appendix 9).................................................................................... 7
4. Competitors Analysis (Appendix 10) ............................................................................... 7

III. Summary, Limitations, Suggestions………………………………………….. 8

1. Summary………………………………………………………………………. 8
2. Limitations…………………………………………………………………….. 8
3. Suggestions……………………………………………………………………. 8
IV. Appendix………………………………………………………………………… 9
1. Appendix 1……………………………………………………………………... 9
2. Appendix 2……………………………………………………………………. 18
3. Appendix 3……………………………………………………………………. 19
4. Appendix 4……………………………………………………………………. 20
5. Appendix 5…………………………………………………………………… .22
6. Appendix 6……………………………………………………………………. 23

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 7. Appendix 7……………………………………………………………………. 25
8. Appendix 8……………………………………………………………………. 29
9. Appendix 9……………………………………………………………………. 29
10. Appendix 10…………………………………………………………………. 29
V. References………………………………………………………………………. 32

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 I. Introduction and background
1. The background of the brand
- Ananas is a 100% Vietnamese-made retail shoe brand, under the Hazza Joint Stock
Company. Ananas launched the market in 2010, but through obstacles, in 2017, they
decided to regenerate their products. Using the classic method for its shoes -
vulcanized, Ananas has strengthened its position in the Vietnamese market. Youngsters
18-26 years old are its direct customers. Thus, “DiscoverYOU” is the slogan to remind
Vietnamese young people that “Whatever you do you have to understand yourself and
understand what you want.”

2. Market Analysis and Challenges

- Given that sports shoe consumption is now among the highest in the world, Vietnam
represents a prospective market for Ananas. Young people use sneakers practically
daily, therefore it is more and more acceptable that Ananas's shoes are basic styles that
go with everyday attire. Ananas faces a lot of domestic and international competition,
therefore replicating the vulcanized shoe trend of major shoemakers is difficult.

II. Situation Analysis

1. Internal factors

1.1 Strength (Appendix 1)

- Applying the vulcanized method. It is the core of the production of Ananas. With 20
years of experience cooperating with numerous brands like Puma, and Reebok,... in this
method, Ananas is highlighted as a potential competitor in Vietnam.
- Ananas has basic styles, vintage as well as young, adapted to any purpose. In
addition, its products are trendy, satisfying the needs of customers. Each collection has
a meaningful message Ananas wants to convey to the buyer.
- Ananas has an affordable price. It is suitable for Vietnamese income, particularly
students.
- Ananas also has qualified physical services, which is appreciated to reinforce the
loyalty of customers as well as online services.
- It has 9 branches in Ho Chi Minh, which are prime locations. In this way, it is easier
to address new sources of clientele.

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 1.2 Weaknesses (Appendix 2)
- Creating an uncomfortable sensation for the users' ankles when moving, cannot be as
soft as modern Air sneakers.
- Difficult to maintain cleanliness.
- Slow movements and a non-aggressive communication strategy for brand promotion.
- When most branches are in Saigon, which leads to difficulties for remote customers to
visit the products in person.

2. Micro-environment

2.1 The Company

- The Hazza Joint Stock Company is in charge of Ananas. With the motto
"DiscoverYOU," Ananas is a young company that believes in the passion of youth. In a
calm manner, "slowly but definitely," Ananas establishes a human resources culture.
The ability to continue serving clients for a very long period and the brand's vitality are
demonstrated.

2.2 Supplier (Appendix 3)

- Since the company's factories are domestically based, there won't be any additional
import taxes or price hikes. Additionally, it used to be a producer of well-known brands
to assist Ananas in reducing production costs.
- Ananas must still rely on the supply of imported materials and accessories from
China.

2.3 Marketing Intermediaries

- To maintain the price in line with Vietnamese consumers' income, especially the
target market, Ananas has avoided marketing middlemen and brand value.

2.4 Competitors (Appendix 4, 10)

- Direct competitors: RieNevan, Biti's. Biti's is Ananas's biggest rival. Biti's has been
growing to become a "National Brand" in the field of Vietnamese footwear with many
stores scattered across the country. However, Ananas hits different at a reasonable price
with trendy designs suitable for today's youth.
- Indirect competitors: Foreign brands with the same method with solid names such as
Vans, and Converse.

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 2.5 Customers (Appendix 5)
- The company's direct customers are young people who are connoisseurs of sneakers.
According to its tagline and hashtag, Ananas wants to accompany young people who
are 18-26 years old, can independently make their own decisions, and enjoy
experiencing new things.

2.6 Publics (Appendix 6)

- With the idea that everyone deserves to be equal and express their opinions,
regardless of their gender or ancestry, Ananas addresses the youthful population.
Understanding itself is a benefit of Ananas since it enables them to recognize clients'
wants and shortcomings early on and provide for them in a timely manner.

3. Macro-environment

3.1 Demography
- With an average age of 33.3 years and a population of 99 million, Vietnam is the 15th
most populous country in the world. Ho Chi Minh City is Vietnam's most populated
city, and 38.05% of the country's people reside in metropolitan regions.
- Ananas may find a market in the enormous demand for shoes that a large population
creates. Urbanization's tendency has increased demand for a variety of shoes, and
Ananas can benefit from the youthful population's abundance of talent.

3.2 Economic
- Despite being impacted by the Covid outbreak, the economy of Vietnam is doing
well. Vietnam's economy is projected to grow to roughly 398 billion USD in 2022,
placing it fifth in Southeast Asia and fourteenth overall in Asia. Increased expenditure
on both necessities and fashion items is a result of rising average income. Ananas has
the chance to increase its business scale in response to the enlarged market size.

3.3 Technical (Appendix 7)

- Product life cycles tend to get shorter as technology progresses. Even when the
current one is still valid, people frequently request new ones. For indigenous footwear
companies like Ananas, adopting new technology into production processes, designs,
and printing is a necessity.
- In the era of technology 4.0, brand positioning, promotion, and communication on
digital platforms are opportunities for enterprises.

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 3.4 Political (Appendix 8)
- Vietnam's politics are considered to be stable, a decent market, and conducive to
production and commercial firms investing, operating, and growing. Additionally, the
laws supporting private brands tighten the reins on imitation and counterfeit goods,
giving Ananas greater market prestige and development benefits.

3.5 Cultural
- Because the 8x and 9x generations of Vietnamese people value sandals as "wearable
and durable," they are frequently connected with Thuong Dinh and Biti's. However,
sneakers with lovely, compact designs were commonly worn in the second half of 2016
at the same time as the resurgence of Ananas.

3.6 Natural (Appendix 9)

- The selection of the supply, transportation, and distribution systems is impacted by
regional climate and features. Particularly in the situation where societal and personal
interests are balanced. Customers appreciate it when businesses take steps to safeguard
the environment.

4. Competitors Analysis (Appendix 10)

Biti's Hunter product line is hence a direct rival of Ananas.
- Product: Biti’s strives for a creative and energizing design. Constantly seeking and
studying enhancements to include into their goods.
- Price: The product lines are priced from 300.000 - 900.000 VND, depending on the
model, style, and quality of shoes commensurate with the price.
- Place: With 156 outlets nationwide, the branches are dispersed from the suburbs to
the inner cities. Aid Biti's in attracting a variety of consumers. Biti's offers an internet
sales channel in addition to physical storefronts. Additionally, Shopee, Lazada, and
Tiki are a few of Biti's sales partners.
- Promotion: Known as a "national brand.” For more than 60 years, Vietnamese
consumers have prioritized Biti's as their favorite brand. By inviting two representative
faces, Biti’s Hunter becomes a huge wave and is immediately sold out.

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 III. Summary, Limitations, Suggestions

1. Summary
- With more than two decades of experience associated with Vulcanized Sneakers,
ensuring quality in both products and services, Ananas has become one of the most
popular Vietnamese shoe brands. The brand continues to make creative efforts to serve
young people in the country and go far to foreign markets, affirming the position of
Vietnamese shoes in the international market.

2. Limitations
Some marketing issues that the product is currently facing.
- Products without distinctive qualities: The traditional, simplistic design of the
Vulcanized Sneakers line, produced by historic businesses like Converse and Vans, is
likely to mislead buyers and be rejected by the market.
- The soles of ananas shoes are thick, inflexible, and quickly deteriorate in the sun.
They are difficult to keep clean, as well. A new pair of shoes may not feel comfortable
the first few days you wear them, but over time, the shoes soften.
- Lack of physical stores, which are mainly located in Ho Chi Minh.
- Ananas's communication efforts are dispersed throughout all online platforms, but the
performance has not yet fulfilled customer expectations. Positioning the brand in
customers' thoughts.

3. Suggestions
- Conduct ongoing research into the profitable footwear business, from which the
collections may be introduced.
- Investing in operating more new retail stores nationwide.
- To effectively carry out the strategic tasks of the business, train a team of highly
qualified employees. In addition to routine monitoring of the brand communication
process, evaluating the efficiency of each phase, and preventing errors while creating
and communicating messages to customers.
- To provide clients with items of higher quality while maintaining their uniqueness,
research, and change product designs, and attributes.

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IV. Appendix

1. Appendix 1
- The logo highlights the characteristics of Ananas which is Simplicity.

- The Vulcanized Culture of Ananas:

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- Collections of Ananas all have their own meaningful message underneath about
youth, sympathizing with youngster difficulty when being young. However, the
similarity of them sticks to the tagline “DiscoverYou.”

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+ Pattas Living Journey: with a beautiful message "Life is really simple, if you try
to see them in the bee's way. Great unity, great independence. The journey will

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 be interesting every time - every day - full of energy with the belief that
sunflower fields are not too far away."

+ Vintas Saigon 1980s: The distinctive quality of Vintas Saigon 1980s Pack stands
out through the following features, which were drawn from the "film color"
image of Saigon's streets. The fundamental Low Top/High Top footwear form is
what makes Vintas Saigon from the 1980s so nostalgic; it makes people think of
Saigon in the "1900s back then".

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- Applying the "old but golden" method, which makes its price from 400.000 -
600.000VND.

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- Ananas’s physical services: As its energetic spirit, Ananas always blows the innovation into
their products as well as services.

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- Ananas creates a catchy website, constantly updated on social networks.
+ Facebook:

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+ Instagram:

+ Website:

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 2. Appendix 2
- A feedback from customers that they feel unsatisfied when using Ananas’s shoes due
to its hardness, roughness.

- Ananas's footwears have 2 main characteristics which are the fabric and the suede,
therefore, it is difficult to clear. Because the canvas is effortlessly faded, and suede is
hydrophobic.
- Due to Ananas’s motto “slowly but surely” means that popularity has not yet reached
its peak and Bitis is generally still the top opponent in the minds of most Vietnamese
people.

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- Feedbacks from customers complaining about Ananas not operating any more
branches in the North. In fact, Ananas responded that they intended to develop further
in Ho Chi Minh City before moving North.

+ As mentioned, distant customers find difficulty in visiting physical locations.

3. Appendix 3
- With an import tax from China ranging from 5% to 20%, and sales at 20%. In
contrast, importing finished goods to Vietnam is 0%. This causes disagreements
between producers and suppliers, which has an impact on how Ananas’s items are
priced.

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 4. Appendix 4
- RieNevan: is a unique street brand that was founded in 2012 with a focus on
Vietnamese-inspired products. When the company first began, its main philosophy was
to "protect" the feet when customers wore its footwear. The lightning-inspired design
of the symbol emphasizes the concepts of balance, innovation, and discovery.

- Indirect competitors: Global brands with the same methods are Vans, and Converse,
which are having retail stores in Ho Chi Minh. And also attractive to a lot of sneakers’
users.

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 5. Appendix 5
- Ananas directly segment youngsters to go through hardships with them, through
products that bring meaningful messages about youth. Remind them to remember to
understand what they want to do, and understand themselves.
- Segment on customers who are 18-26 years old.

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- Capturing the Vietnamese people's "foreign-favored" thoughts. Thus, Ananas is also
developing itself, not only for the domestic market but also for export.

6. Appendix 6
- Ananas has introduced collections to draw attention to social issues in an effort to
increase social consciousness.
+ Pride flag outsole - EVERYONE HAS THEIR OWN PERSONALITIES: A
collection for LGBT, people who support LGBT.

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 7. Appendix 7
- A collection with a different technique, Track 6, using the Cold Cement technology,
was also released by Ananas in addition to the vulcanized shoe lines.
+ Track 6: The most recent design name to be introduced by Vietnamese shoe producer
Ananas this year is Track 6. The new look is a throwback to The Beatles' final album,
"Let It Be," from the 1970s. Retro sportswear sneaker designs with iconic
characteristics subtly reference earlier musical influences.

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- Ananas continually renews itself with a desire to advance and a love of learning.
Basas's Raw version, with a brand-new approach, and new materials (recycled elastics)
was most recently released.

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 8. Appendix 8
- The competitiveness of local products relative to imported goods is also directly
impacted by tax rules on imported goods, necessitating Ananas to have an acceptable
pricing strategy. Ananas is succeeding in their price strategy.

9. Appendix 9
- Particularly, the humid northern environment and the rainy season in the Central and
South immediately impact preservation, lowering the quality of shoes.

10.Appendix 10
- Biti’s product line: The average cost is about 300.000 - 900.000VND.

- As mentioned, Biti’s willing to spend $5 million on a new shoe production method

called Air Mesh, with the slogan "Nhẹ như bay."

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- One of Biti's most effective and well-known media efforts is arguably "Đi để trở về."
In this ad, Biti's has emphasized the desire of young people to travel and have
experiences. Go out and experience the world for yourself, then return home and be
grateful for your loved ones and friends.
+ It begins with the artist Son Tung MTP's MV for Lac Troi and ends with a reiteration
of Biti's Hunter's advice to customers.

+ During Tet 2018 with the MV "Đi để trở về" by Soobin Hoang Son. Since then, Biti's
from a domestic brand has strengthened consumers' perceptions of the Biti's Hunter
sub-brand.

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V. References
1. Ananas - DiscoverYou. (n.d.). Ananas.Vn. Retrieved November 29, 2022, from
https://ananas.vn/
2. Anh, C. N. (n.d.). Ananas – Thương hiệu giày Việt truyền cảm hứng
“DiscoverYOU” cho giới trẻ. Giffan. Retrieved November 29, 2022, from
https://giffan.vn/blogs/thuong-hieu-ananas/ananas-thuong-hieu-giay-viet-truyen-
cam-hung-discoveryou-cho-gioi
3. Chiến lược marketing của Ananas có gì đặc biệt? (2022, January 19).

Marketingtrongtamtay.

https://dienanhtrongtamtay.com/chien-luoc-marketing-cua-ananas-co-gi-dac-biet/

4. Extrim. (n.d.). Extrim. Extrim | Ananas là? Giải mã sức hút giới trẻ của thương

hiệu giày Ananas. Retrieved November 29, 2022, from

https://extrim.vn/blog/giay-ananas

5. GDP Việt Nam 2022: Tổng hợp số liệu dự báo và thực tế. (2021, November 2).

Cẩm Nang CEO. https://camnangceo.com/gdp-viet-nam-2022/

6. Nguyen B. (2020, July 6). Biti’s và bước ngoặt lớn mang tên Sơn Tùng M-TP.

Sneaker Daily. https://sneakerdaily.vn/bitis-son-tung-m-tp/

7. Nguyễn T. (2019, August 5). Những thương hiệu giày Việt sẵn sàng cạnh tranh

với thương hiệu quốc tế. Vietcetera.

https://vietcetera.com/vn/nhung-thuong-hieu-giay-viet-san-sang-canh-tranh-voi-t

huong-hieu-quoc-te

8. Nhật M. (2021, October 18). Thị trường giày nội địa và những bước chuyển

mình đầy tích cực. L’Officiel Vietnam | The Fashion Revolution; L’Officiel.

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 https://www.lofficielvietnam.com/local/thi-truong-giay-noi-dia-va-nhung-buoc-c

huyen-minh-day-tich-cuc

9. Nhỏ B. H. (2019, July 19). Khi chính Sơn Tùng M-TP “nhào nặn” một đôi

sneaker: kenh14.vn.

https://kenh14.vn/khi-chinh-son-tung-m-tp-nhao-nan-mot-doi-sneaker-co-khen-c

o-che-muc-gia-gay-tranh-cai-nhung-van-duoc-long-gioi-tre-viet-2019071623264

9085.chn

10.Ppnc, S. L. (2020, November 18). Nhóm 7 - “lão đại” Biti’s và “tân Binh”

Ananas: Đâu là sự lựa chọn Sneakers Việt của giới trẻ? BÁO CÁO QUAN SÁT.

https://ppncst4ueh.wixsite.com/website/post/nho-m-7

11.RieNevan. (n.d.). RieNevan. Retrieved November 29, 2022, from

https://rienevan.com/

12.Tìm hiểu và phân tích chiến lược Marketing của Ananas. (n.d.). Navee

Corporation. Retrieved November 29, 2022, from

https://www.navee.asia/kb/chien-luoc-marketing-cua-ananas/

13.Trang T. (2021, December 22). Chiến lược Marketing của Ananas: Màn “tái

sinh” thương hiệu đầy ấn tượng. MarketingAI; Công Ty Cổ Phần VCCORP.

https://marketingai.vn/chien-luoc-marketing-cua-ananas-man-tai-sinh-thuong-hie

u-day-an-tuong/

14.VANS Việt Nam - Trải Nghiệm VANS Store Chính Thức Ngay Tại Nhà. (n.d.).

VANS Việt Nam. Retrieved November 29, 2022, from

https://vansvietnam.com.vn/

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15.(N.d.). Converse.com. Retrieved November 29, 2022, from

https://www.converse.com/country-language-selector

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