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SWOT analysis
A, Strengths
Design of shoes:

Ananas shoes are known for their timeless and minimalist design, which draws inspiration from
production methods that have stood the test of time, including Vans Old Skool and Converse
Chuck Taylor All Star. The brand's focus on simplicity is reflected in their use of a simple color
scheme, with clever use of color highlights that make their shoes stand out from the crowd.
This approach has made Ananas shoes a popular choice among consumers looking for stylish
and understated footwear.

Ananas has a variety of shoe lines to suit a variety of interests and preferences. The Bassa
collection reflects the concept of simplicity with timeless designs and hues. The Urbas
collection, on the other hand, incorporates color block patterns that give the shoes a
contemporary edge. Lastly, the Vintas collection continues the retro style with darker hues that
invoke nostalgia. Each line has its own distinct style, guaranteeing that there is an Ananas shoe
to fit everyone's preferences.

One of the brand's primary characteristics is its emphasis on making shoes that match the
curvature of Vietnamese foot. This strategy guarantees that Ananas shoes are both pleasant to
wear and precisely adapted to the demands of local consumers. Whether a high-top, low-top,
or slip-on style, each design radiates a young and dynamic flare that is simple to match with any
outfit. This attention to detail and devotion to delivering shoes that fit properly is a big selling
factor for Ananas shoes.

Good material:

Shoe soles are an important component of any footwear design. Ananas shoes understand this
and place a great focus on their soles, which are precisely constructed to give clients with the
finest degree of comfort and durability. The soles are composed of high-quality materials and
are built to resist regular wear and tear, allowing consumers to enjoy their shoes for a long
time.
Ananas shoes come with two types of soles: cold cement sneakers and vulcanized sneakers. The
Cold Cement Sneaker category includes shoes with bottoms connected by cold glue, which
provides exceptional grip and durability. Well-known brands in this category include Nike Air
Force 1 and Adidas Original Stan Smith. Popular companies in the Vulcanized Sneaker category,
often known as vulcanized rubber shoes, include Vans and Converse. Ananas has made this
style of shoe the foundation of its product range since it delivers unrivaled durability and
comfort.
The soles of Ananas shoes are meticulously crafted to offer consumers with the finest possible
experience. The brand's emphasis on quality and durability guarantees that its shoes' bottoms
are tough enough to resist even the most difficult situations. The soles are also flexible enough
to support the feet while walking, jogging, or participating in any other physical activity.
Affordable price:
Ananas shoes are distinguished not only for their high-quality materials and design, but also for
their affordable price range. Ananas shoes are a terrific deal for their quality, with prices
ranging from 300,000 to 900,000 Vietnamese Dong. Despite their low prices, Ananas shoes are
attractive and timeless, making them a popular choice among young customers searching for an
economical yet contemporary shoe.
Ananas shoes stand out in a market where consumers are constantly seeking for the greatest
value for their money by offering excellent shoes at an inexpensive price range. The brand's
emphasis on affordability makes it a popular choice among young people who want to support
local businesses without breaking the bank. Furthermore, the reasonable price range of Ananas
shoes allows them to reach a larger audience, making it a popular choice for both students and
working people.
Ananas shoes also provide excellent long-term value. Their high-quality materials and skillful
craftsmanship make them sturdy and long-lasting. This implies that customers won't have to
worry about regularly changing their shoes, which will save them money in the long term.
Furthermore, Ananas shoes' adaptability in style and design allows customers to use them for a
variety of events, giving them an even better value for money.

B, Weaknesses
Concentrated in Ho Chi Minh City market:
Ananas Shoes has a solid presence in the local market, however it is vital to highlight that its
retail network is not diverse, focusing mostly on the Ho Chi Minh City market. This method may
limit the availability of its items to clients living in remote places who want to sample the brand.
Bitis, on the other hand, has a large distribution network that encompasses North, Central, and
South Vietnam, allowing it to reach a larger client base. This is a key impediment that Ananas
must overcome in order to broaden its market reach.
Limited selling point:
In addition to its limited store network, Ananas also faces challenges in terms of its selling
point. The brand has taken a "slowly but surely" approach, and has not invested heavily in mass
communication or positioned itself as the top-of-mind brand for customers. Consequently, the
brand's market coverage remains limited and its market share is still much lower than that of
Bitis. To overcome this obstacle, Ananas should focus on strengthening its marketing and
branding strategies to raise its visibility and establish a stronger connection with its target
audience. This could involve leveraging social media platforms, collaborating with popular
influencers and celebrities, and investing in advertising campaigns that resonate with the
brand's values and ethos.
Limited brand awareness
One of ananas' flaws is a lack of prominence in the eyes of customers. Many people now see
ananas items as converse and vans knockoffs. This is extremely damaging to the brand's
identity.
C, Opportunities

Potential shoe market

The worldwide sports shoe business is expanding, with a potential value of $100 billion by 2026.
(Smith, 2023). The market was worth around $79 billion in 2020, demonstrating a substantial
growth trend (Smith, 2023). Asia continues to be heavily concentrated in the footwear business,
producing nine out of every ten pairs of shoes and accounting for 87% of total worldwide
footwear manufacturing (WorldFootwear, 2018). Notwithstanding COVID-19's influence, the
regional distribution of footwear manufacture has remained steady.

Vietnam, in particular, has emerged as a prominent participant in the footwear sector,

becoming the top value exporter of canvas shoes. This is a significant accomplishment, as China
formerly dominated the export of this footwear category. Vietnam's success in this industry
illustrates the country's ability to produce high-quality footwear that matches international
standards (Ngá, 2012).
According to data from the World Footwear Yearbook (2022), other countries that have a
significant share in the footwear industry include Indonesia, which exports 366 million pairs of
shoes, accounting for 3% of the market share. Germany and Türkiye follow closely behind,
exporting 301 million pairs and 280 million pairs respectively, making up 2.5% and 2.3% of the
market share.

The potential for development in the sports shoe industry remains considerable as worldwide
demand for footwear rises. With Asia at the forefront of footwear production, nations such as
Vietnam, Indonesia, and Turkey have a potential to further establish themselves as important
participants in the sector. These nations may separate themselves from competitors and
acquire a greater portion of the market by investing in research and development and focusing
on product innovation. Furthermore, with the introduction of e-commerce platforms and the
increase of online purchasing, there is a potential for new competitors to enter the market and
challenge established brands' dominance.

The Industrial Revolution 4.0:

The Fourth Industrial Revolution, often known as Industry 4.0, is reshaping several industries,
including the footwear business. Given its broad influence, Industry 4.0 is causing a paradigm
shift in how organizations work, notably in product creation, marketing, and shipping (Szozda,
2017).

The advent of new goods, manufacturing processes, and materials that allow enterprises to
compete on quality rather than price is one key influence of Industry 4.0 on the footwear
sector. Furthermore, the shifting structure of consumer demand brought about by Technology
4.0 needs a shift in product quality and design to line with client preferences. Companies who
can adapt to this transformation will be in a better position to gain a greater market share and
build a loyal consumer base (Román-Ibáñez et al., 2018).

Another area where Industry 4.0 is having a huge influence is marketing 4.0, which combines
digital and conventional marketing strategies. In the digital economy, the confluence of digital
technologies such as linked items, cloud computing, big data, artificial intelligence, and
automation is causing a revolution in consumer behavior. As a result, firms must modify their
marketing strategy to reflect these developments.

The effect of Industry 4.0 is also seen in the footwear manufacturing process, encompassing
materials, technology, and equipment. The structure of the footwear value chain is changing as
a result of changes in manufacturing technology trends in design, production, operations, and
services. Logistics, distribution, and product consumption are all affected, as are manufacturing
methods, labor, society and working enviroment.

Given these changes, the application of Industry 4.0 achievements is becoming increasingly
important for footwear manufacturers and distributors worldwide, including Vietnamese
businesses. The application of these technologies will be a key factor in promoting market
expansion and increasing export turnover for Vietnamese footwear manufacturers and
distributors in the coming years.

Eco-friendly fashion:
Customers are becoming more conscious of the environmental effect of the fashion business,
such as the usage of nonrenewable resources, water pollution, and greenhouse gas emissions.
These are some facts on consumer attitudes toward eco-friendly fashion.:

1. According to Emma Bedford (2023), 61% of consumers are willing to pay more for
eco-friendly products.
2. In a survey conducted by Nielsen, 73% of global consumers said they would definitely or
probably change their consumption habits to reduce their impact on the environment.
3. In a survey conducted by ThredUp, 70% of millennials and Gen Z consumers are willing
to spend more on sustainable fashion.
These statistics show that a considerable number of consumers are prepared to pay more for
eco-friendly design, and that many individuals consider sustainability while making shopping
decisions. This demonstrates consumer interest in eco-friendly design and the industry's ability
to develop and have a good influence on the environment and society.

D,Threats
Strong competion:
With the advent of both domestic and foreign firms, the Vietnamese market is becoming
increasingly competitive. Decathlon, a French sports company, has just launched a large-scale
sports store in Vietnam, selling items tailored exclusively to Vietnamese clients' demands. This
action is likely to increase competitiveness in the local market.

Furthermore, several large worldwide sportswear manufacturers are already active in Vietnam,
either exporting or selling their products through exclusive units. Degrees International
Limited's 361° sports gear brand, for example, and fitness equipment like as Elliptical and
Orbitrac produce millions of dollars in annual income. Nike and Adidas together account for
roughly 40% of the Vietnamese sports market.
Not just established companies, but also developing Chinese sports brands, have showed
interest in entering the Vietnamese market. These companies are looking for exclusive
distributors or ideal locations to construct manufacturing units in the nation.

To be competitive in this fast changing market, firms must adapt quickly and focus on offering
high-quality goods that match the demands and preferences of customers. As technology
advances, businesses may use digital marketing tools and cutting-edge manufacturing
technologies to better their operations and provide more value to customers. The rivalry in the
Vietnamese sports industry is projected to heat up in the next years as more firms enter the
market and customers grow more demanding in their preferences and expectations.

Decide what to do
These are some of the tactics that Ananas might employ to choose its future course of action.
Because we lack information, we cannot be certain which approach will be the best fit for the
organization.
A,Expand geographically strategy(S-O strategy):
Based on the advantage that Ananas has a suitable design and reasonable price, plus
the extremely developing shoe market both at home and abroad, Ananas can
confidently bring its products to the foreign market .India is one of the potential
markets that the company can consider when the demand for footwear is high but the
financial ability of most people is not high. The company can use its price advantage to
compete. To expand geographically, Ananas can conduct market research to identify the
most promising regions for expansion. This can involve analyzing market trends,
customer preferences, competitive landscape, and regulatory requirements in different
regions. Based on this research, Ananas can develop a market entry strategy that
outlines the steps needed to enter new markets, such as opening new physical stores,
partnering with local retailers or distributors, or leveraging online marketplaces.
Ananas will also need to adapt its marketing and product strategies to cater to local
preferences. This can involve collaborating with local designers to create products that
are tailored to local fashion trends and customer preferences.
B, Develop a strong brand identity based on green trends strategy (W-O strategy):

To address the weakness of limited brand awareness and the threat of intense competition,
Ananas can develop a strong brand identity and based on E-co friendly trend that sets it apart
from competitors.By focusing on its unique selling points, such as its trendy designs and
sustainable materials. To achieve this strategy, Ananas can invest in research and development
to create new and innovative designs that appeal to fashion-conscious consumers. Additionally,
Ananas can continue to use sustainable materials in its products, and use this as a point of
differentiation to appeal to environmentally conscious customers who are looking for eco-
friendly fashion options.

The SWOT matrix

 STRENGTHS
 Design of shoes
 Good material
 Afforable price
WEAKNESSES
 Concentrated in Ho
Chi Minh City market.
 Limited selling point
 Limited brand
awareness

OPPORTUNITIES  Expand  Develop a strong

 Potential shoe market geographically brand identity based
 The Industrial on green trends
Revolution 4.0
 Environmental
friendliness

THREATS
 Strong competion

Smith, P. (2023) Global: Sneakers market value worldwide 2014-2027, Statista. Available at:

https://www.statista.com/forecasts/1017918/sneakers-market-value-forecast-worldwide
(Accessed: April 9, 2023). 

WorldFootwear (2018) World footwear production resumed growth, World Footwear.

WorldFootwear. Available at: https://www.worldfootwear.com/news/world-footwear-
production-resumed-growth-/3302.html (Accessed: April 9, 2023). 

The world footwear 2022 yearbook (2022) World Footwear. Available at:

https://www.worldfootwear.com/yearbook/the-world-footwear-2022-Yearbook/230.html
(Accessed: April 9, 2023). 

Emma Bedford and 1, F. (2023) Eco-friendly products: Consumer willingness to pay by

generation worldwide 2018, Statista. Emma Bedford. Available at:
https://www.statista.com/statistics/1134301/consumer-willingness-to-pay-for-eco-friendly-
products-worldwide/ (Accessed: April 9, 2023). 
nielsen (2019) A 'natural' rise in sustainability around the world, NIQ. Nielsen. Available at:
https://nielseniq.com/global/en/insights/analysis/2019/a-natural-rise-in-sustainability-
around-the-world/ (Accessed: April 9, 2023). 

NGÁ, A. 2012. Vietnamese textile and garment industry in the global supply chain: State
strategies and workers’ responses. Institutions and Economies, 123-150.
ROMÁN-IBÁÑEZ, V., JIMENO-MORENILLA, A. & PUJOL-LOPEZ, F. A. 2018. Distributed monitoring
of heterogeneous robotic cells. A proposal for the footwear industry 4.0. International
Journal of Computer Integrated Manufacturing, 31, 1205-1219.
SZOZDA, N. 2017. Industry 4.0 and its impact on the functioning of supply chains. Logforum, 13.