Professional Documents
Culture Documents
Plan
INTRODUCTION
I. Introduction
1982
Established
Openness
1990
1989
Renovate
Tech
ISO
9001:2000
2001
2016
Leading footwear
company in
Viet Nam
Milestones of Bitis
I. Introduction
SITUATIONAL ANALYSIS
1. Internal analysis
Competitive advantages:
Brand equity
The youth
loyal to
Hunter
Soft cushioning Comfortable
Gender-specific Elegant looks
Good stability
Good quality
Lower price
Fashionable
Energetic
2. External analysis
DEMOGRAPHY
2. External analysis
ECONOMY
Footwear industry:
Majority of the companies are owned by the Vietnam government and private sectors.
119 enterprises: 72 private ones and 44 FDIs that produce raw materials and
machinery for the footwear manufacturers.
The total footwear suppliers, 23 % are FDIs that share 77 % of the countrys total export
sales. Nearly half of them are from Taiwan and South Korea. Exports of footwear Vietnam in
2015 is $12 billion
2. External analysis
Fashion styles
preference (Teenagers)
Vietnamese teenagers
choose fashion style that
is trendy, but at the same
time, must reveal their
character.
2. External analysis
Fashion styles
preference (20-29)
2. External analysis
Behavior trends
Selfie trend
2. External analysis
Behavior trends
2. External analysis
TECHNOLOGY
Media and Communications: The international
communications system (telephone, telefax and telex) and
internet infrastructure (broad band, optical cable, wifi) are
very popular in Vietnam.
52% population use Internet in Vietnam.
Mobile broadband Internet have 36.28 million subscribers,
with the rate of 40.1 subscribers per 100 inhabitants.
In 2015: Mobile broadband Internet have 36.28 million
subscribers, with the rate of 40.1 subscribers per 100
inhabitants.
2. External analysis
ECOLOGY
Rapid development combined with deforestation, few or
nonexistent vehicle emission standards, polluting gasoline
motorbikes, and poor urban planning have caused poor air
quality in major cities.
2. External analysis
Competitors analysis
Direct competitors as international sport shoes
brands:
Other direct competitors: Vina Giy, Hng Thnh,
Converse
2. External analysis
Shoe
quality
3
2
6
7
8
http://runrepeat.com/ranking/rankings-of-overall-running-shoes
Price
SWOT ANALYSIS
Good price
Good quality
Fashionable
design
Large
distribution
channels
High awareness
of Bitis brand
VN
market
are
lack
of
Young marketing
footwear - sandals
product with high
team has few
domestic rivals
quality, fine design,
experience
company: Bita's;
various models at
Ligamex; Vina
good prices.
shoes.
Potential for export
OBJECTIVES
IV. Objectives
1. Mission
IV. Objectives
2.Vision
IV. Strategies
IV. Strategies
1.Marketing objectives
IV. Strategies
2. Financial objectives
IV. Strategies
3. Marketing strategy
PENETRATION
STRATEGY
Price
Adjustment
Increasing
Promotion
Product
Improvement
IV. Strategies
a. Price Adjustment:
Lowering of price of the product with the aim of increasing sales, getting the
number of customers
After getting a stable number of loyal customers, the price of the product will
increase to gain revenue, improve the product
IV. Strategies
b. Increasing Promotion:
Age from 16 to 25
Dymamic
Nationalism
Show-off ego
Enthusiasm
Passion of Tourism
IV. Strategies
b. Increasing Promotion:
=>Invest to digital marketing to reach them easier. Digital platforms include social
media, viral clip, online articles, pay per click, mobile engagement
=>Invest to event sponsorship, choose the right KOL
IV. Strategies
c.Product Improvement:
Improve quality, develop more designs by recruiting new young design team
Upgrade the product, expand to many product lines, such as sport shoes for
football, basketballetc.
Thank you
for listening
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