bitis marketing analysis report

The process of formation and development:- 1982: Started from two production complexes Binh Tien and Van Thanh at Binh TienStreet, District 6, Ho Chi Minh City with 20 workers, specializ

MC1709MKT101 Group 5 Assignment report

Le Trong Minh – HE170488Ho Thi Viet Hai – HS163203Pham Hong Luong – HE163070

Le Thi To Uyen – HS173217Pham Quoc Nam – HE160934

Dao Minh Duc – HE160082

2 The process of formation and development:

- 1982: Started from two production complexes Binh Tien and Van Thanh at Binh TienStreet, District 6, Ho Chi Minh City with 20 workers, specializing in the production ofsimple rubber sandals.

- In 1986: two cooperative groups merged to form Binh Tien Rubber Cooperativeoperating in District 6, specializing in the production of sandals and slippers, fordomestic consumption and export to Eastern and Western European countries.

- 1989: Binh Tien Rubber Cooperative became the first non-state entity in Vietnam grantedthe right to directly import and export by the State.

1990: Binh Tien Rubber Cooperative invested completely in Taiwanese technology andproduced new products (EVA foam footwear)

- 1991: Established Son Quan Joint Venture Company - a joint venture between Binh TienRubber Cooperative and Taiwan SunKuan Company - specializing in the production ofcomedy and slippers for export.

- 1992: Binh Tien Rubber Cooperative transformed into Binh Tien Consumer GoodsManufacturing Company (Biti's); specializes in manufacturing all kinds of foam sandals,sports sandals, men's and women's leather shoes, sports shoes, western shoes, comedy, for domestic and foreign consumption.

- 1995: Established Binh Tien Dong Nai Co., Ltd (Dona Biti's)- 2000: Established a representative office in Yunnan, China.

- 2001: Biti's was certified by BVQI and QUACERT to meet the international qualitymanagement system standards ISO 9001: 2000.

- 2002: Established Biti's Central Highlands Trade Center.- 2005: Established Biti's Northern Trade Center.- 2006: Established Biti's Lao Cai Trade Center.- 2006: Established Biti's Da Nang Business Center.- 2008: Established Biti's Mien Tay branch.

- 2009; established Biti's Southern branch, launched Sapaly Hanoi - Lao Cai - Hanoi trainroute

- 2013: opened the first 4-star hotel in Lao Cai: Sapaly Hotel Lao CaiDescription of product/service offerings:

● Bitis's product groups include:

- Sport shoes- Sandals- Running shoes- Football shoes- Western shoes

- Fashion shoes- Sandal- Handbags-Wallets- High heels- Baby walking shoes

● Characteristics of Bitis products:

- Ventilation: there are air holes to create the evaporation of sweat, ensuring no sweat moistureand odor-free, and at the same time reduce the temperature generated in the shoe, making it cooland comfortable to wear.

- Outsole hardness: capable of withstanding impact, and high abrasion, but still ensures softnessand does not cause the feeling of foot pain.

- Flexibility: create elasticity, feel easy, and comfortable when using soft, elastic materials, butstill ensure durability according to the standards register.

- Hugging the foot: the strap is designed to fit the ankle according to the parameters exactly thefeet of each different area creating a sense of security when used.

- Shock absorption: The sole is designed with EVA, SBR, genuine leather, and soft elastic Sicreates shock reduction in movement when carrying and avoids causing damage to the foot jointswhen operating with high frequency.

- Friction: The outsole is designed with particular patterns, with high friction, anti-be slippery;Very suitable for sports activities.

- Weight: Biti's products are moderately light in weight, controlled by registration standards, andsuitable for any commuting or sports activity, but also ensure flexibility, and protect the footfrom impact from the outside.

- Aesthetics: With the motto of continuous development and improvement, Biti's products alwaysdevelop and launch many new designs according to each season and the tastes of customers indifferent regions.

Profile of target customer and target market: - Bitis's target customers will be children (ages 1-15):

Beneficiary customers: Children from 1-15, The audience is divided into several sub-segmentsby age:

Children 1-3 years old: Parents who buy shoes for this age are often interested in theshape, softness, and sole of the shoe They are willing to buy expensive but good-qualityshoes to protect the child's feet.

Children 2-7 years old: Similar to the segment above but the difference is influenced bythe income of the parents and the child's interests In general, clothing retailers oftencombine versions with some accessories, including shoes Manufacturers began to payattention to the difference between boys' shoes and girls' shoes.

Children aged 7-15: According to this segment, parents often buy according to theirchildren's preferences Meanwhile, children are influenced by media ( tapes ) and theInternet ( Facebook, blogs ) Differences in the preferences of boys and girls also have abig impact on the decision to choose footwear.

Target customers: Parents, siblings

Potential customers: Grandparents, aunts, and uncles

- Target market: Bitis has a wide range of products (wooden clogs, fashion leather shoes, sportsshoes, sponge sandals, western shoes) The variety is diverse, the price of the product rangesfrom a pair of foam sandals that cost tens of thousands of dong to a pair of shoes with a price ofmillions of dong Bitis targets all types of customers from workers with average wages to theupper class in society, from the elderly to children Every customer becomes the target market ofthe business The business will meet the needs of all customers with the types of products theyneed With the above bases, Bitis has chosen a market coverage strategy.

Unique selling proposition: Shoes for everyone from kids to old people with the best features

for each segment But the core value is still a long-lasting product.

II Marketing Environment

1 Microenvironment

a) Company

- Current Status:

Collecting information about the market in the period of making leather and footwear Vietnam ishaving to deal with the EU's tax imposition, many businesses face difficulties because thetraditional market has been lost, the domestic market is being dominated by the EU made inChina New markets have not yet been discovered In addition, Vietnam's retail market is beinghighly appreciated by world investors, the fierce competition in the domestic market makes itdifficult for many manufacturers in the leather and footwear sector.

- Solution:

Facing that challenge, Biti's has proactively built a comprehensive development strategy,invested in brand building and developed a wide distribution system across regions, not only inVietnam but also in the international market The company always finds new directions, daresto take risks in business in order to serve the business strategy of "Covering the market" - Effective :

Thanks to the appropriate and effective marketing policy, Biti's company has been present inmore than 40 countries worldwide and is trusted by many demanding markets such as Russia,UAE, etc In any market, Biti's also gain the trust of consumers Biti's customers are verydiverse, including many famous and famous customers, requiring very high technical standards.Besides, Biti's also passed the rigorous assessment of the factory by reputable organizations suchas: ITS, SGS, BV, Pricewaterhouse Coopers,

b) Suppliers

Currently, according to the need to diversify the types of products involved in business on thebasis of ensuring quality standards for the Company's customers, Bitis is implementing abusiness cooperation plan with suppliers at home and abroad specializes in manufacturing allkinds of materials and accessories such as: mesh straps, Si PU, Nubuck, PVC, leather, goat skin,sheepskin, button canopy, plastic (metal) eyelets, metal mark , strap, nylon edge, PP-PE-HD bag,elastic fabric, Satin, Kaky, 4-way elastic, Heel group, sole, eraser, rubber, EVA foam footwearindustry chemicals: glue, EVA plastic beads -LDPE ink printed on EVA silk Biti's has a huge

demand for raw materials, but production materials are very large, but these materials are stillvery limited, businesses have production but do not meet the requirements that Biti's has set.Therefore, up to 60% of Biti's input materials are imported from abroad, only 40% are takenfrom domestic manufacturers With the motto of seeing suppliers as partners "Cooperation andsharing profits", Bitis offers suppliers the best policies and business opportunities Currently,cooperation with Bitis has the following main suppliers:

About leather:

Bitis chose Wei Tai Leather Joint Stock Company, which is a company with 100% investmentcapital of Taiwan, specializing in the production and processing of finished leather products Thecompany's head office is located in Nhon Trach III Industrial Park, Nhon Trach District, DongNai Province, led by Mr Huang Yu Hsiu as Director.

About buttons, key rings; Bitis prioritizes domestic companies.

With Button, keyring, metal mark, Biti’s chooses Tim Do Trading & Production Co., Ltd Since1980, the metal button brand of Tim Do has been trusted by domestic and foreign companies andcustomers because of its quality products and always applies the diverse needs of the market.

About eyelets, plastic buckles,

Bitis chooses Trieu Phong Co., Ltd Originating from a small facility called "Hoan MyProduction Complex" specializing in manufacturing shoes, sponge sandals, leather sandals,saldal, rubber soles, Trieu Phong Shoes Co., Ltd was born on October 10 in 1992.

Synthetic resin beads,

The company mainly imports from the Netherlands and France In addition, the company alsochooses a number of domestic suppliers Typical in this selection is Vietnam Polystyrene Co.,Ltd

With a supplier of heels, soles,

Bitis chose Tae Sung company Since its establishment, Tae Sung company has always been aleading company in the production of plastic products In addition, Bitis also chooses TrieuPhong Co., Ltd as one of its sole suppliers

c) Customer

Many group customers come to Biti's:Slippers distribution businessesBusiness centers

Northern Bitis trade centerDa Nang Bitis trade centerCentral Highlands Bitis trade centerSouthern Bitis branch

Western Bitis branch

Marketing outlet: divided by northern region, central region, Zone Central - CentralHighlands region, Southern region

Retail consumers Customer characteristics:

+ Customers from 0 to 5 years old often prefer vibrant colors and interesting textures.+ Customers are young people from 15 to 25 years old, mainly students For their footwear, it isnot only a garment that serves as a travel requirement, but it also contributes to the expression ofpersonality High subject comfort, convenience and cooperation time.

+ Customers who are over 30 years old are working people with stable income They are suitableto use products that are already reputable in the market.

+ Wide variable not offset

e) Marketing intermediaries:

Biti's Hunter is distributed through various online shopping channels such as Lazada and Shopeeand domestic distribution system including 156 marketing stores and more than 1500 retail storesnationwide (Biti’s n.d.) Wide market distribution from offline to online, which is veryconvenient for consumers to purchase and stay connected with the consumers and sustain theirprofit regardless of Covid -19

f) General public:

- Around the end of 2016 and the beginning of 2017, Vietnamese youth were buzzing with thecampaign "Go to return", marking the excellent return of Biti's with its sub-brand Biti's HunterBitis was very smart when quickly creating viral effect for the whole campaign, hitting on thepsychology of wanting to go, experience and explore the world around the modern youth butalways remember their family, where they have to go wherever they go.

- Especially, Bitis knows how to capture the psychology of young people, when popular idolslike Son Tung MTP, Sobin Hoang Son are brand ambassadors Along with other singers likeErik, Suni Ha Linh, and Dalab group are very popular with young people with songs that inspirepeople.

- The spread of this campaign was very successful Because it is not only on the Internet but alsotransmitted from hand to hand through many different ways.

- Season 1, to lead young people to the story of Going to Return and realizing their insight, Biti'screated a debate on the topic of "Go or return" on Facebook, with the participation of KOLs such

as: Pho, Giang Hoang, Phan Y Yen, etc use the hashtags #teamđi, #teamtrởvề.

- Season 2, Biti's opened a contest to share the most meaningful trip of the year on Facebook togive 500 lucky young people a chance to reunite during Tet The program called "Share the mostmeaningful trip of the year - Start your journey to return with Biti's Hunter" has attracted morethan 12,000 shares.

- In a media campaign, the support of the press is indispensable With the role of updatinginformation on debates as well as campaign activities, Kenh14 always has shared articlesthroughout the entire campaign, in both seasons 1 and 2.

Vietnam's population tends to age.In the world:

Large and highly fragmented population, especially in areas like China and Southeast Asiancountries

b Cultural environment

In general, in Vietnamese culture, shoes, especially sandals, are the most popular TheVietnamese people of the 8.9X generation are mainly interested in the durability and reasonableprice of footwear Sandal shoes have long been a mandatory part of school uniforms But aboutthe second half of 2016 until now, with the interference between Western culture and the trend ofyoung people, Sneaker shoes are becoming more and more popular and widely used not only foryoung people but also for the target audience old Customers are increasingly favoring sneakerswith sleek, lightweight and high-quality designs Not only serving the primal need for mobilitysupport, today's sneakers are also a symbol of style and ego of young people.

c Economic environment:

The market needs purchasing power and the public The purchasing power of the economydepends on people's income and spending.

- According to statistics, GDP growth rate in 2018 increased income, per capita income alsoincreased, leading to attractive purchasing power, people's purchasing power for goods Bitis hasincreased significantly.

- The core inflation rate of our country in August 2018 only increased by 1.54% over the sameperiod, currently still at a low level, the average core inflation in the first 8 months of the yearincreased by 1.38% compared to the same period last year than 1.47% in 2017 In general, ourcountry is performing well the role of controlling inflation Moreover, lending interest rates ofbanks are kept at an acceptable level, this affects people's consumption activities, includingfootwear (Bitis) because interest rates are an important demand for customers customers borrowto pay for their purchases.

d Legal and political environment:

- The law minimizes the problem of buying and selling fake and poor-quality goods This helpsthe fashion market in general as well as Bitis in particular to eliminate unhealthy competitors.

- The development of technology shortens the product life cycle When modern machines racetogether, it also means that footwear manufacturing technology has also improved significantly.Businesses competing with Biti's can seize this opportunity to launch products with more diversematerials, designs and quality.

- Machinery and equipment is one of the factors directly involved in the production process, sothe modernization of machinery and equipment or technological innovation is very important foreach enterprise An industrial production enterprise that wants to survive and develop needs to