Topic biti’s shoes export process to korea

FACULTY OF BUSINESS ADMINISTRATION INTERNATIONAL MARKETING CODE: MK302DE01 CLASS 0200 _ GROUP FINAL REPORT TOPIC: BITI’S SHOES EXPORT PROCESS TO KOREA List of students performing: Trần Anh Tú - 2194039 Trần Hàng Vĩ Khang - 2195561 Thạch Nhật Quang - 2197508 Nguyễn Phát Huy - 2196452 Nguyễn Quang Khải - 2194450 Đinh Hoàng Long - 2196864 Professional Instructor: Ms Đặng Trương Thuỳ Anh 17/08/2022 FACULTY OF BUSINESS ADMINISTRATION INTERNATIONAL MARKETING CODE: MK302DE01 CLASS 0200 _ GROUP FINAL REPORT TOPIC: BITI’S SHOES EXPORT PROCESS TO KOREA List of students performing: Trần Anh Tú - 2194039 Trần Hàng Vĩ Khang - 2195561 Thạch Nhật Quang - 2197508 10 Nguyễn Phát Huy - 2196452 11 Nguyễn Quang Khải - 2194450 12 Đinh Hoàng Long - 2196864 Professional Instructor: Ms Đặng Trương Thuỳ Anh 17/08/2022 FINAL REPORT | PAGE ABSTRACT This final report was made by our team to describe the marketing plan and strategy when bringing Bitis shoes to the Korean market During the period of making the report, our group met and exchanged many aspects related to the report, applied the knowledge learned and searched a lot of information on the internet to apply to the article this report thereby offers the most practical plans and strategies to minimize all risks when Bitis enters the Bitis market In addition to the knowledge and theory about "International Marketing" that we learned and cultivated in this short summer, the team also applied the knowledge of some other subjects such as Marketing basics to SWOT analysis, Biti's customer file segment when entering the Korean market The Marketing Strategy and IMC subjects helped my team develop a specific marketing and communication plan for Bitis In addition, journals, books, other references, and related documents on the Internet are also collected and implemented by our team into the ideas in the report as secondary data sources FINAL REPORT | PAGE Table of Contents ABSTRACT ACKNOWLEDGEMENT TEACHER’S COMMENT LIST OF FIGURE DESCRIPTION TABLE A INTRODUCTION B MAIN CONTENT 11 I INTRODUCE BITI’S 11 II THE MARKET 12 Customer in South Korea Characteristics of consumer target group Consumer preferences and buying habits Competition Market size and sales estimates 12 12 13 13 15 III STATEMENT OF PROBLEMS AND OPPORTUNITIES 16 PESTEL Analysis 16 SWOT Analysis of The Company 28 IV INTERNATIONAL MARKETING OBJECTIVES 30 Financial objectives: 30 Market Share Objectives 31 IV INTERNATIONAL MARKETING PROGRAM 32 Market Segmentation and target market 1.1 Demographic segmentation variables 1.2 Psychographics segmentation variables Marketing Mix Online: Offline: Truth + Motivation + Tension = Insight 32 32 35 40 52 54 55 VI EVALUATION AND CONTROL 58 B CONCLUSION 60 REFERENCE 61 FINAL REPORT | PAGE ACKNOWLEDGEMENT First of all, we would like to express our sincere thanks to Hoa Sen University, for introducing International Marketing into the curriculum In particular, I would like to express my deepest gratitude to Ms Dang Truong Thuy Anh - Lecturer of International Marketing, thank you for accompanying us during the last semester Although the class had to study in the 3rd shift at the beginning of the afternoon, it was quite sleepy, but with her lectures, her funny way of imparting knowledge made us feel more awake, excited, and passionate about learning During the last semester with her valuable knowledge imparted to us, my friends and I have cultivated a lot of useful knowledge such as: how to bring a product to the international market, how to research international markets, how to implement marketing strategies These are extremely valuable knowledge for those of us who study Marketing and this knowledge will be the luggage for us to work in the future International Marketing is a very good subject, highly practical through real situations Ensure to provide the necessary knowledge and skills for our students to apply in real life I would like to thank Ms Thuy Anh for imparting all her knowledge to the students However, due to the limited ability to absorb, the knowledge is not broad enough, so sometimes we will not keep up with what she has to say Our team has tried our best to complete the final report this time, but inevitably errors are inevitable Please consider and comment so that we can have a better report later FINAL REPORT | PAGE TEACHER’S COMMENT ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… TPHCM, 15th August 15, 2022 MS ĐẶNG TRƯƠNG THUỲ ANH FINAL REPORT | PAGE LIST OF FIGURE Figure ATAR 15 Figure Key Financial Metrics 15 Figure GDP Growth 17 Figure Footwear Users in South Korea .18 Figure Export Volume .19 Figure Export Volume .20 Figure Export Ranking 20 Figure Import Volume .21 Figure Import Volume .21 Figure 10 Import Volume .22 Figure 11 Population by Age 32 Figure 12 Income of Korean 33 Figure 13 Customer's Usage 38 Figure 14 South Korean Footwear Market 39 Figure 15 Biti's Hunter Running 41 Figure 16 Biti's Hunter Running 42 Figure 17 Biti's Hunter Running 43 Figure 18 Biti's Hunter Running 44 Figure 19 KakaoPay 51 Figure 20 BC Card 51 Figure 21 Balance Scorecard .59 FINAL REPORT | PAGE DESCRIPTION TABLE Full Name Trần Anh Tú Thạch Nhật Quang Trần Hàng Vĩ Khang Nguyễn Phát Huy Nguyễn Quang Khải Đinh Hoàng Long FINAL REPORT Code Mission Ghi 2194039 The Market, ATAR Model, Evaluation and control (Balance Scorecard), Marketing Mix 2197508 Statement of problems and opportunities (PESTEL, SWOT), Marketing Mix 2195561 Marketing Mix 100% 2196452 Marketing Mix, Abstract, Acknowledgement, Conclusion 2194450 Marketing Mix, Market Segmentation and target market 2196864 International marketing objectives, Marketing Mix 100% 100% 100% 100% 100% | PAGE A INTRODUCTION The main goal of making this report is to help our team have a better overview of how to bring a company's products to foreign markets To fulfill the request of Ms Thuy Anh to all groups, our team has selected, researched, and written a report on the topic "Bitis brings sports shoes to the Korean market" related to the article In general, this is an opportunity for members to improve their teamwork skills, and learn and research the shoe market in Korea In more detail, our 3-year learning has helped us a lot in this report We analyze the PESTEL model in Korea to get an overview of the business environment that Bitis is about to enter, thereby seeing potential opportunities and risks Analyze the Marketing Mix so that Bitis understands the real needs of Korean customers to satisfy them most optimally, thereby making appropriate marketing program plans Study the Balanced Scorecard model to establish, implement, monitor, and measure the results of the proposed strategy, from which you can learn from experience and come up with more effective strategies To evaluate the effectiveness and fulfillment of our members, our team has set three goals, which are presented below: • Objective 1: the group members the homework according to the group's progress • Objective 2: improve skills in researching, analyzing and searching for information on the internet about the Korean sports shoe market in detail • Objective 3: Know how to plan marketing,IMC, PR, market assessment… in the most optimal way This final report was made by our team to describe the marketing plan and strategy when bringing Bitis shoes to the Korean market During the period of making the report, our group met and exchanged many aspects related to the report, applied the knowledge learned and searched a lot of information on the internet to apply to the article this report thereby offers the most practical plans and strategies to minimize all risks when Bitis enters the Bitis market FINAL REPORT | PAGE In addition to the knowledge and theory about "International Marketing" that we learned and cultivated in this short summer, the team also applied the knowledge of some other subjects such as Marketing basics to SWOT analysis, Biti's customer file segment when entering the Korean market The Marketing Strategy and IMC subjects helped my team develop a specific marketing and communication plan for Bitis In addition, journals, books, other references, and related documents on the Internet are also collected and implemented by our team into the ideas in the report as secondary data sources FINAL REPORT 10 | PAGE