FPT UNIVERSITY

BUSINESS ADMINISTRATION

INDIVIDUAL ASSIGNMENT

TOPIC:
ANALYSIS OF MANAGEMENT SKILLS OF BITI’S
MARKETING DIRECTOR NGUYEN PHU CUONG

Student’s name :
Class :
Student ID :
Subjects : MGT103
Majors : Digital Marketing

Ha Noi, 5th March, 2022

 Intoduction to management

Table of Contents
Table of Contents....................................................................................................................................
1. Introduction.........................................................................................................................................
2. Literature Review & Critical Analysis...................................................................................................
2.1 Literarture review..............................................................................................................................
2.2. Analysis.............................................................................................................................................
3. Recommendation................................................................................................................................
4. Conclusion.........................................................................................................................................

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1. Introduction

Management is a labor function of society derived from the social nature of labor.
Management, if understood simply, is the coordination activity of the managing
subject on the managed object to achieve the management's goals. Since primitive
times, human society has coordinated the division of work to perform tasks in order
to maintain and develop life. In an organization today too, to develop and maintain
economic activities requires a manager to have a lot of skills such as: Planning skills
and strategic thinking; communication and presentation skills; time management;
decision making skills, inspiring employees…
One of the companies with a very ideal management structure and creating great
success in the market is Biti's. Established in 1982, Binh Tien Co., Ltd., with the
brand name Biti's, is always proud to be one of the successful Vietnamese
enterprises in promoting Vietnamese footwear brands to the world. With a focus on
manufacturing and trading footwear, Biti's has created great success in the shoe
market in Vietnam and internationally.
The organizational structure of Biti's management is formed according to the
Hform model, each leader or manager will hold different roles to serve the common
goal of elevating the position of an innovative and developing enterprise. And in
Biti's management, the Marketing department headed by Marketing Director Nguyen
Phu Cuong is one of the important factors that bring success in Biti's communication
campaigns. Being a companion and revitalizing Biti's with new image orientations in
the 2016 period, with a series of Marketing campaigns that are considered a "blood
change" for the brand. Along with experiences in many fields, he has held many
important positions in many businesses. He started his career as a Planning
Associate at Redder Advertising, then he moved to Samsung to take on marketing
for the home appliance category. Recently, he succeeded to the role of Brand
Manager which was rapidly promoted at Aquafina after a short stint at Mirinda as

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ABM. Currently, he is the Chief Brand Officer of Biti's Group, overseeing the entire
Biti's Hunter portfolio, Partner Marketing and Overseas Market Development.
To better understand this manager, let's come to the detailed analysis and
assessment of the contributions to the success of the organization that Mr. Nguyen
Phu Cuong brings.

2. Literature Review & Critical Analysis

2.1 Literarture review

- Communication skills: How well do you communicate with your boss,

colleagues, and subordinates? Are you able to communicate in writing as well as
verbally? If you have any weaknesses in each of these situations, you need to work
to improve or eliminate them. Managers are role models for employees to follow.
Not only are you part of a team, but you also need to understand how to fit within
the larger organization and work to strengthen these relationships. You must
maintain good manners in all your relationships. Whether you use the phone, e-mail,
or speak in person, you should be polite and understanding. Your goal is to make
your employees and colleagues feel comfortable around you and believe in you.

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Mistreatment of workers can lead to poor performance, frequent interruptions and

low productivity.
- Time Management Skills: One resource that every manager can never have
enough of is time. To be a successful manager, it is paramount that you develop, and
continually improve, your skills, including time management. Add to that
prioritization and delegation, which will reduce the amount of work you have to do,
plus you must be able to maximize the things you need to do in the time you have.
- Flexibility: Every day we are faced with many changes. Laws and regulations
are always changing. Competitors are always releasing new products. Disasters
always happen in the world. Good managers must have the flexibility to deal with
constant change. Good managers expect change and plan for it. As a result, these
managers are better prepared for unexpected changes. Flexibility allows these
managers to react more quickly and reduce unexpected breakdowns.
- Goal setting skills: Among the soft skills for managers, goal setting skills are
also considered an extremely important soft skill. Good managers can make
decisions about what needs to be done and set goals to get there. Don't let a day go
by without doing something you can. You need to set priorities. You have to figure
out what needs to be done and set specific goals for yourself and for your team.
When managers establish a clear goal, employees will feel more motivated to
complete the task to accomplish the set goal.
- Trustworthy: When you become a manager, your relationship with your
colleagues and subordinates should also be based on trust. This will help build trust
on both sides, leaving your colleagues and subordinates to give you extra support
when you need them. You also need to build trust when you do exactly what you
say, then subordinates will feel more comfortable working under the direction of
superiors. This helps you build a role model, role model and a source of motivation
for your team.

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2.2 Analysis

As a Marketing Director, a manager is always towards innovation, creativity,

responsibility and planning to execute the work. Mr. Nguyen Phu Cuong with many
years of experience in the profession has made outstanding contributions to the
brand development of Biti's. Along with these contributions are the necessary
management skills of a manager, and how to develop those skills contribute to the
growth of the corporation. Let's take a closer look at those skills and their
contribution to the organization.

- Communication ability of a young director: As a young person, he has had

many years of experience in the field of marketing, has been able to interact with
many people, learn and contribute to many different organizations. . Mr. Nguyen
Phu Cuong always knows how to boost employee morale, creating a dynamic and
creative working environment for subordinates. Towards innovative thinking while
still keeping the national identity. Take care of employees and their families, for
example, have policies to reward, motivate, be serious at work and friendly when
communicating with employees.

- The flexibility of a dynamic young person: facing many challenges when the
market has a lot of brand competitors, the interference between the Y and Z
generations, especially the emergence of a Gen Z, Mr. Nguyen Phu Cuong has
recognized the rapid problem of having to change strategy as well as renovate the
brand. With the decision to launch a new brand, both to reaffirm core values and to
bring newness to customers. And that's where Biti's Hunter started. As the National
brand, representing the progressive steps of people, Biti's Hunter wants to honor the
stories of #ProudlyMadeInVietnam. With the meaningful message that the very
Vietnamese values, Solidarity - Humanity - Positivity, will be spread strongly in the
community, so that all of us Vietnamese people have more motivation to walk
together through hardships, that no matter what, no one is left behind in this war.

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Innovating is not easy, especially innovating a brand that has become familiar to
everyone. Biti's Hunter has suffered negative comments from consumers due to
being affected by Biti's. Those are "old" statements, outdated in design, consumer
psychology with the word "cheap", quality problems. Facing the above challenges,
Mr. Cuong has deployed an impressive marketing strategy, hitting the consumer's
mind by targeting the promotion of images, brands and new products through Viral
video and influencer marketing. MV “Lac Troi by Son Tung MTP and MV” Di de
tro ve" by Soobin Hoang Son are also associated with this campaign and caused
fever for the online community and

fans for a long time. Follow the line of events to celebrate the victory of the U23
Vietnam team in the AFC U23 Championship tournament.

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- Reliability of a manager: ''The happiest thing with Biti's is when a message is

conveyed not only of respect, but it must be really attached to the lives of
Vietnamese people. The pride or positive things of Vietnamese people at that time
were not only heard and absorbed once, but also accompanied Vietnamese people on
every life journey. proud of the people who built it. And with his role, with the trust
of the organization, Mr. Cuong has really brought an impressive transformation to
the brand. When Biti's Hunter has been able to hit difficult markets such as the US,
Australia ... Penetrating into consumer markets and exporting to 40 countries around
the world. Creating a distribution system of Biti's products stretching from South to
North with 07 Branch Centers, 156 Marketing Stores and more than 1,500 retail
distribution intermediaries.

3. Recommendation

A good manager is one who takes all the basic skills and develops them into his or
her own strengths. Looking at Biti's success in the innovation period from around
2016, it is not difficult to see that behind the success are the great contributions of all

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levels of management, leaders and all members of the organization. Behind every
interesting marketing campaign are the important contributions of the marketing
department, the wisdom and intelligence of a person headed by Marketing Director
Nguyen Phu Cuong. Such a manager certainly has a lot of advantages, but it is also
inevitable that mistakes and disadvantages can be avoided.
- Weaknesses can come from generational gaps, not really understanding each
other in the organization at first, or disagreeing opinions with members.
-The main advantage is dedication, the ability to think clearly, see problems to
adapt to rapid change. The absorption of new things, improving quality and
affirming the ego of the business, bringing the pride of Vietnam to the world.

From those successes, it can be seen that the shortcomings can be corrected, and
turned into management experiences that Mr. Cuong has for himself. And one thing
can be learned that, when we put the organization's ego first, and put the
organization's overall goals above our individual goals, we can get rid of the
frictions and mistakes. in order to understand each other, for management to
understand employees, for employees to respect themselves.

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4. Conclusion

Going from objective views to details, we can see that, to become a smart
manager requires skills, experiences, curiosity and the ability to adapt to innovation.
And the lesson learned for myself is to always bring a working spirit to dedicate, to
indulge with passion, to bring the spirit of the organization, to bring the pride of the
brand to everyone. Always improve, cultivate and learn a lot of things, don't be
afraid to experience and look forward to breakthroughs. Especially, always want to
connect and understand each other at work to create a culture of solidarity in the
organization.

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