The evaluation results are agreed upon and summarized as follows:NameStudent IDRatio of accomplishtaskPham Tran Xuan Nhi 2121003395 100%Nguyen Ha Thien An 2121003589 100%Huynh Phuong Nhu
MINISTRY OF FINANCE UNIVERSITY OF FINANCE AND MARKETING - - FINAL EXAMINATION INTERNATIONAL MARKETING RESEARCH ON THE ENTRY INTO VIETNAM MARKET OF ADIDAS SNEAKER COMPANY AND ITS 3-YEAR PLAN Group members: 2121003395 Pham Tran Xuan Nhi 2121003803 Huynh Phuong Nhu 2121012126 Son Thanh Tuyen 2121003589 Nguyen Ha Thien An 2121000306 Nguyen Thanh Tin Ho Chi Minh City, 2023 MINISTRY OF FINANCE UNIVERSITY OF FINANCE AND MARKETING - - FINAL EXAMINATION INTERNATIONAL MARKETING RESEARCH ON THE ENTRY INTO VIETNAM MARKET OF ADIDAS SNEAKER COMPANY AND ITS 3-YEAR PLAN GROUP MEMBERS: 2121003395 Pham Tran Xuan Nhi 2121003589 Nguyen Ha Thien An 2121003803 Huynh Phuong Nhu 2121012126 Son Thanh Tuyen 2121000306 Nguyen Thanh Tin Ho Chi Minh City, 2023 SOCIALIST REPUBLIC OF VIETNAM Independence – Freedom - Happiness MINUTES OF ASSESSMENT OF WORK COMPLIANCE Time: 24/08/2023 Members present: a Pham Tran Xuan Nhi b Nguyen Ha Thien An c Son Thanh Tuyen d Huynh Phuong Nhu e Nguyen Thanh Tin Member is absent/reason: Chairman of the meeting (group leader): Pham Tran Xuan Nhi The evaluation results are agreed upon and summarized as follows: Name Student ID Ratio of accomplish task Pham Tran Xuan Nhi 2121003395 100% Nguyen Ha Thien An 2121003589 100% Huynh Phuong Nhu 100% Son Thanh Tuyen 2121003803 100% Nguyen Thanh Tin 2121012126 100% 2121000306 Leader Pham Tran Xuan Nhi (Sign and write full name) EXECUTIVE SUMMARY The international marketing topic "Study on the Entry into the Vietnam Market of Adidas Sneaker Company and its 3-Year Plan" is a research paper using secondary data for presentation The objective of the topic is to provide an overview of how Adidas businesses penetrate the Vietnamese market and the Marketing Plan for Adidas in the next years Our team applied secondary data research methods, focusing on information available on websites, newspapers, the internet, and reference sources, and planned marketing strategies for businesses for the next years to carry out this study Through the research, the author has identified the advantages and disadvantages and the strategies implemented by the company Therefore, we have proposed strategic marketing plans for the next years to improve product development, pricing, distribution, and marketing strategies, contributing to improving the effectiveness of the marketing strategy for Adidas REPORT PLAGIARISM TABLE OF CONTENT CHAPTER 1: OVERALL ANALYSIS CHAPTER 2: ADIDAS OVERVIEW .2 2.1 Introduction to Adidas 2.1.1 Vision 2.1.2 Mission 2.1.3 Core values 2.2 SWOT 2.2.1 Strengths .3 2.2.2 Weaknesses 2.2.3 Opportunities .3 2.2.4 Threats 2.2.5 Marketing Mix a Product b Price c Place d Promotion CHAPTER 3: VIETNAM MARKET ANALYSIS 3.1 Vietnam market assessment .8 3.1.1 Political .8 3.1.2 Economic 3.1.3 Social 10 3.1.4 Technological 11 3.1.5 Legal 11 3.1.6 Environmental 12 3.2 Overview of the Vietnamese shoe market 12 3.2.1 Overview of the shoe industry 12 Document continues below Discover more fInrotemrn: ational Marketing IM_UFM_2022 Trường Đại học Tài… 17 documents Go to course Review UNIT 14,15,16 - tiếng anh 100% (1) International Marketing PLAN FO… 27 None BT Vật lý lần - Lecture notes 3123 31 Kỹ thuật 100% (7) đo lường COCA-COLA FINANCIAL ANALYSI… 39 Corporate 100% (6) Finance MKT 1605-Individual assignment 33 Corporate 100% (3) Finance Chapter 1+3+4 AHT - 3.2.2 fin202 3.2.3 Market demand 13 Corporate Competitor F i.n a n c e 1.0 0.1%4 (3) CHAPTER 4: TARGET MARKET AND ENTRY METHOD 15 4.1 Shopping behavior of Vietnamese people 15 4.1.1 Consumer behavior 15 4.1.2 Sneaker shopping behavior of Vietnamese people 15 4.2 Target customers 16 4.2.1 Demographic .16 4.2.2 Consumer behavior 16 4.2.3 Psychology 17 4.3 Entry mode selection 17 4.3.1 Enterprise capacity 17 4.3.2 Enterprise's potential 17 4.3.3 Government policy on foreign investment .18 4.3.4 Adidas's penetration method in Vietnam 18 CHAPTER 5: MARKETING STRATEGY TO PENETRATE THE VIETNAMESE MARKET IN THE NEXT YEARS 19 5.1 Positioning 19 5.2 competitor 19 5.3 Marketing Strategy 20 5.3.1 Marketing Obejectives 20 5.3.2 Marketing Plan in years 20 a Product 20 b Price 22 c Place 22 d Promotion 23 5.3.3 Resource requirements 25 a Human .25 b Partners and suppliers .25 5.4 IMPLEMENTATION CONTROLS 25 5.4.1 Implementation 25 5.4.2 Marketing Organization 25 FIGURE LIST Figure 1: Sneaker products focus on sports style Figure 2: Some Street and Original sneakers Figure 3: Some sneakers are used Boost technology Figure 4: Some sneakers use Primeknit technology Figure 5: Gross domestic product in 2009 Figure 6: Output of footwear consumed over the years and annual consumption by population .13 Figure 7: Adidas brand positioning map 19