Hoang Thi Hai Anh Student id ftu : 2105000020 Student id uon : 23853089 BẮT QUAY CLIP LÀM BÀI XONG KHÔNG NÓI GÌ FREE CHO MN

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: Hoang Thi Hai Anh

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<b>Executive Summary</b>

The goal of this research is to develop a digital marketing plan for Bitis in Vietnam. Bitis can take advantage of the strengths of Vietnamese products, good prices, many national cultural features, simple design, easy to use to reach more diverse customer groups.

Bitis's difficulties mainly come from raw materials that still need to be imported a lot. This poses a big risk if the partner cannot transport goods to Vietnam for many different reasons. Bitis can take advantage of government support to find a partner in Vietnam that ensures quality

After identifying the target customers, Bitis chose Facebook and Tiktok as the main media of the campaign. Bitis can optimize the website because customers will mainly search for products on Google before making a purchasing decision. To expand its consumer base, Bitis uses both macro and micro influencers. Furthermore, Bitis understands that customer feedback is very important, so the brand will use email to collect feedback.

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<b>1. Introduction</b>

With just 20 employees, Biti's—formerly known as the two industrial complexes Binh Tien and Van Thanh—was founded in 1982 and focused on producing basic rubber sandals. The two aforementioned organizations came together to form Binh Tien Rubber Cooperative in 1986. The cooperative specializes in making premium footwear for both local consumption and export to markets in Eastern and Western Europe (Brand Vietnam, 2016). After more than 40 years of production and business operations, filled with many highs and lows as well as obstacles, Biti's has now expanded and developed with the nation, turning into a recognizable, dependable, and well-known brand among consumers. It is the pride of the Vietnamese people to be a prestigious and high-quality "National Brand" in the footwear industry. Currently, Biti's company is interested in creating a long-term and sustainable investment strategy, with the mindset of "Creativity for the mission of survival and development of the company". The company thinks that the foundation of all production and business operations of Biti's will be future investment fields with a reputation for quality service, such as hotels, resorts, tourism, shopping complexes, etc ( Bitis,n.d). Target market: Biti's caters to all genders, highlighting diversity in both usage and designs. Large cities with lots of prospective customers, such Ho Chi Minh City and Hanoi, are the primary emphasis of the Biti brand. Teenagers and young adults are the target market for Biti's, particularly those in the 13–24 age range. These are the folks who frequently desire to purchase apparel and sporting goods. Furthermore, Biti's categorizes its clientele into two groups: A Class (15-150 million) and B Class (7.5-15 million). This allows them to offer products at costs and quality that are appropriate for their budgets. every group. Biti's caters to young adults who are unmarried; they are frequently self-sufficient and open to trying new things( Brand Vietnam,2023).

<b>2.Situational analysis</b>

- Pest

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Factor Application Political The government released Decree

57/2020, which stipulates a preferential import tax rate of 0% for a number of groups of

commodities in the list of supporting industry products, including the following, in an effort to encourage the development of the supporting industry: Materials used in the making of footwear: leather, foam, specialty textiles, shoe glue, Production tools and machinery: shoe heel bender, molding machine, laser cutting machine, Adjacent Products Support: shoe laces, rivets, button eyes, and sewing thread ( Tax services,n.d)

Opportunities: Businesses that make shoes benefit from cheaper prices and easier access to premium raw materials thanks to import tax benefits. Vietnamese

businesses benefit from increased production capacity and competitiveness as a result. Additionally, companies are encouraged to invest in

technological innovation, which raises productivity and improves product quality, by the 0% tax rate on imports of contemporary machinery and equipment.

Economic GDP growth is predicted to be roughly 5.05% for the entire year 2023, with the growth trend continuing to show quarterly increases (first quarter climbed by 3.41%, second quarter increased by 4.25%, third quarter increased by 5.47%) (Ha,2024).

Vietnam's labor market is thought to be plentiful and inexpensive. The number of employed individuals in 2023 is expected to reach 51.3 million, up 683.0 thousand or 1.35% from 2022. The level isn't very high, nevertheless (General

Threats: Poor quality labor can affect product quality

Social People from Vietnam are readily swayed and prejudiced by brands or goods that are promoted in a nationalistic or patriotic manner. The government's encouragement of "Vietnamese people to use Vietnamese goods" is another factor( Maneki,2022).

Opportunities: Strong growth in the Vietnamese market

Technolo Bitis has advanced Bitis sports Opportunities: Develop many

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gy shoes to Biti's Hunter with Knit technology and made notable advancements in shoe

manufacturing technology. Since practically every sports shoe maker in the world has been incorporating this technology into their goods for almost a year, it is not

unusual( Maneki,2022).

new product lines

<b>Strengths: </b>

● Biti's benefits from having a lovely image of a well-known Vietnamese brand: Biti's was founded in 1982 and was a footwear manufacturer. Its traditional sandal models used to dominate the home market (Brade Mar, n.d.).

● High-quality goods at reasonable costs: Due to its reasonable price, Bitis appears to be steadily emerging as the best option for customers when authentic sports shoe goods from well-known brands go up in price. At the moment, the prices of overseas brands like Nike, Adidas, Vans, Converse, Puma, and so on are high. Through the registration of product quality standards at the Ho Chi Minh City Quality Measurement and Standards Department, Biti's products have received certification for quality assurance across all product categories (Brade Mar, n.d.).

● Wide-ranging distribution network: comprising 64 provinces and cities nationwide, with 4 commercial centers, 1 business center, 7 branch centers, 156 marketing stores, and approximately 4,500 agents. International market: the business exports to over 40 nations worldwide ( Brade Mar,n.d).

● In terms of locating raw resources, Biti's has not been proactive: Because domestic businesses cannot meet Bitis's standards, they import up to 60% of its input materials from overseas, with only 40% being used domestically. These raw materials are still extremely scarce ( Brade Mar,n.d).

● Lack of a design team and a staff dedicated to studying customer needs means that design changes happen more slowly than requirements ( Brade Mar,n.d).

● There is still a limited amount of marketing capability. Due to Bitis's

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established footwear brand and consumers' psychological familiarity with its high-quality items, marketing efforts have not been directed on promotion, resulting in a lack of organization and a lack of regular, systematic, and professional communication ( Brade Mar,n.d). - Abundant workers are ready for the company's development

- Reach more customers

- Poor quality labor can affect product quality

- Biti's benefits from having a lovely reputation ethnicity of the product

- Poor quality of labor in the market can have training strategies to ensure product quality

Biti's has not taken the initiative to find raw

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Objective 1: Reach a 30% increase in social media followers by the end of 2024. Objective 2: Aim for a 25% increase in traffic by the end of 2024 and construct a website that complies with SEO standards.

Objective 3: By the end of 2024, obtain 30% of the client's input.

<b>4. Tactics and actions</b>

Objective 1:

Facebook and Tiktok are two websites that are used in this way to communicate and attract users. Bitis selected these two platforms because they cater to the tastes of the Vietnamese population. In particular, Vietnam is the nation with the greatest number of TikTok, Facebook, and Youtube users worldwide, according to a survey by Singapore-based market research firm DataReportal, with Vietnam placed sixth, seventh, and ninth ( PV,2023).

Message: Dear friends, Bitis has a mission to cherish Vietnamese feet and spread cultural values in footwear products of Vietnamese origin. Bitis wants all Vietnamese people to be able to own shoes of international quality.

Consistent messaging that adheres to the main objective of the brand across all media. The main activities of Facebook and Tiktok are shown in the following table:

● Work together with powerful people

● Honor significant occasions. ● Make educational videos. ● Embrace a popular trend.

Influencer marketing is the practice of a brand promoting one of its goods or services by working with an online influencer. Some brand-influencer partnerships aren't as obvious as that; they just include brands collaborating with influencers to increase brand awareness (Werner,2024). Bitis can use a combination of both micro and

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micro influencers to increase reach.

<b>Objectives 2:</b>

Keyword ( Database in Vietnam)

vietnam traditional shoes 70 Low

(Word stream, 2024)

Search engine optimization, or SEO, is the process of making a website's technical setup, content relevant and popular, and link popularity more optimized so that its pages become more discoverable, popular, and relevant to user search queries; consequently, search engines rank them higher (Mailchimp, n.d). Other elements to consider are Off-page (social media and back links), On-page (title tag, meta description, URL, heading tag, etc.), and Technical (XML sitemap, Robot.txt, Site Faults, Core Web Essential).

<b>Objectives 3:</b>

You can learn more about customer satisfaction levels by reading customer comments. The degree to which customers are content with your goods, services, and interactions with your company is known as customer satisfaction. It's a crucial indicator that aids in resolving client concerns, reducing attrition, and cultivating a foundation of devoted clients. Feedback from customers aids in the skill development of support teams.Customers' success with your goods or services is directly impacted by the help you provide. Because customer feedback can offer precise information into representative performance, it can help you guarantee that

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your support personnel are able to assist clients in succeeding( Flori,2023). There are many different ways for Bitis to obtain customer feedback. Bitis can use email or google forms to collect or give gifts to customers if they give direct feedback.

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To evaluate whether Bitis's website has been optimized or not after the campaign, Bitis can use the Google analytics tool to evaluate the website's indicators and then make comments after the optimization process. Plan for continued optimization if the website is still not SEO standard

<b>Objectives 3:</b>

Depending on customer psychology, Bitis will receive specific feedback. However, Bitis will need to evaluate the quality of feedback before synthesizing and proposing campaigns that match customer reviews.

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PV.,2023. Số lượng người dùng mạng xã hội Facebook và TikTok… ở Việt Nam thuộc top đầu thế giới. Available at:

9 Ý TƯỞNG LÀM VIDEO TIKTOK THU HÚT NGƯỜI XEM. Available at: What is Influencer Marketing? – The Ultimate Guide for 2024. Available at: Statistics Office.,2023. TÌNH HÌNH THỊ TRƯỜNG LAO ĐỘNG VIỆT NAM NĂM 2023. Available at:

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Brand Vietnam.,2016. Biti’s - Thương hiệu giày dép của người Việt. Available at: