agroup1 tiểu luận

<span class="text_page_counter">Trang 1</span><div class="page_container" data-page="1">

.

<b>GROUP ASSIGNMENT</b>

Principles of Marketing

<b>Lecturer: TRUONG THI THUY VAN</b>

Group One's members information

Name ID Students Class

Topic: A group of four or five students will choose a real company to write on selected marketing issues inthat company. Based on the theories acquired from this course, give your group’s recommendations toimprove the company's marketing effectiveness. The input for the assignment must be based on yourobservation, direct interviews with managers and staff of that company, and the company's documents.

TABLE OF CONTENT

</div><span class="text_page_counter">Trang 2</span><div class="page_container" data-page="2">

1. Company Description2. Mission

</div><span class="text_page_counter">Trang 3</span><div class="page_container" data-page="3">

manufacturing shoes and sandals in Vietnam, established in District 6, Ho Chi Minh City in 1982. Biti'swas originally two small cooperative groups Binh Tien and Van Thanh located in Ho Chi Minh City.Currently, besides 2 production bases, the company has 7 branches, 2 trade centers, 2 business centers,156 marketing stores and more than 1,500 agents across the country and exports products to 40countries around the world including markets such as Russia, Ukraine, United Arab Emirates (UAE),Bahrain, ...

<b>MISSION :</b>

As the meaning of Biti's brand identity "prestige - quality," the firm is devoted to continually developing,enhancing the quality of product supply, and better satisfying the increasingly demanding and diversifiedrequirements of consumers. Biti's purpose will extend beyond "Creating Vietnamese feet" to spiritualprinciples, like a true friend would. To follow you from your earliest steps in life until you are grown enoughto make your own decisions.

<b>FOCUS :</b>

Choosing to construct a vision and confirm the image of the company in order to develop it into a powerfuland expanding corporation not only in the nation but also throughout the world, while preserving itsleadership position. Leading in Vietnam and aggressively integrating with the rest of the globe, we are onour way to become Asia's largest consumer products manufacturing corporation.

</div><span class="text_page_counter">Trang 4</span><div class="page_container" data-page="4">

<b>1. COMPANY SWOT ANALYSIS :Strength : </b>

The main strength is your own advantage, your business, your project, your product…. This factor should bethe outstanding, unique characteristics that you hold when compared to the competition. We need to berealistic, not overly modest, clear-headed, and always sound in your assessment of your strengths, especiallywhen compared to other competitors.

A long-lasting brand with a profound slogan: "<b>Biti's looks after Vietnamese feet</b>." Reputation fordependability, a robust staff, and cutting-edge manufacturing technologies. Bitis has a large retail network,with 40 countries, 7 franchise centers, and over 2300 local retailers. Their prices are also highly competitive,with prices lower than overseas brands, which is a decent bargain for young people, who are their primarytarget clients.

Investment and development in ERP software: The company has used ERP to manage production,marketing, and branding projects, so the company can help automate part or all of the production process,From the preparation of raw materials to the finished product, manage inputs and outputs and save time,reduce costs, increase productivity and reduce the amount of personnel required. Timely monitoring theproduction situation between processes from raw materials to finished products.

</div><span class="text_page_counter">Trang 5</span><div class="page_container" data-page="5">

customers have access to clearer and more authentic products through retail stores across the country. Biti'scompany also cooperates in business and distributes products through intermediaries, namely 4 major e-commerce websites: Amazon, Lazada, Shopee, Tiki, ...

Implement marketing communication strategies: Biti's social media activities are being positively received byconsumers, the number of followers has increased significantly. Most customers buy Biti's products becausethey support Vietnamese products, which is a good sign for Vietnamese businesses.

<b>Weakness :</b>

Weaknesses are the things you don't do well. If you feel confused, the simplest way to find weaknesses is tore-scan the areas I suggested above such as resources, assets, people, ..., if there is any "absence" ofstrengths, then in there will be weaknesses.

Bitis have a bad product design with no eye-catching color and a design that lacks trendy and convenience.There is also a dearth of customer service: unfinished consultation channels, poor online selling websites,and a lack of selling channels - no firm with online websites. Their lack of marketing plan creation is also akey issue: absence of digital marketing, confusing marketing strategy on target people.

Highly dependent on suppliers: not yet proactive in the source of raw materials, must depend on differentsuppliers. This causes input costs to increase (especially the price of plastic resins which continuouslyescalate according to the world oil price). Due to the high demand for raw materials, domestic suppliers arenot qualified to meet, so imported materials account for more than 60%.

The database information system has not been synchronized with the database information system on thewebsite bitis.com.vn, articles about products Products or blogs have not attracted customers, creating afeeling of unprofessionalism and lack of interaction with customers. Moreover, Biti's website does notprovide complete information or detailed description of its available products and has not been SEO

</div><span class="text_page_counter">Trang 6</span><div class="page_container" data-page="6">

synchronized with each other: Regarding Amazon, businesses have to pay a high fee to access a huge sourceof customers.

<b>Opportunities :</b>

External environmental influences will support your business more smoothly.

"Vietnamese people emphasize utilizing made-in-Vietnam goods," according to the customer's viewpoint.Bitis has a government suggestion for customers to utilize more native products. Vietnamese customershave faith in the brand. expands into new markets The foundation of market-opening policies, as well asmotivation from the government and other nations.

The trend of Vietnamese people to trust Vietnamese products: Biti's has the advantage of a beautiful imageof a long-standing Vietnamese brand, and is a high-quality Vietnamese product, so it can develop based onthe national pride of the Vietnamese people. with the idea of supporting Vietnamese goods is quite high in apart of young people. Moreover, the innovation of the image of Biti's younger and more trendy also makesmany people excited and evaluate that this is a big step forward for the Vietnamese brand. In particular, inrecent times, consumers are tending to "Vietnamese people use Vietnamese goods" because Vietnamese

</div><span class="text_page_counter">Trang 7</span><div class="page_container" data-page="7">

development, high standard of living and income: GDP growth shows that Vietnam's economy is alsodeveloping, whereby people's high living standards along with a stable life lead to a high demand forproducts

<b>Threats :</b>

This external factor is making it more difficult on the road to success.

Shoes with low prices, unusual styles, and poor quality are common. Without adequate market sharemarketing, it is simple to lose market share. When focusing too much on exporting, it is easy to losedomestic market share; during an economic downturn, many good international brands (price, quality) jointhe Vietnamese market.

<b>2. PRODUCT SWOT ANALYSIS :</b>

We choose Biti’s Hunter X as the product to promote.

<b>Strength : </b>

Good product quality earns a great deal of confidence and esteem. Bitis have a large distribution system(1500 agents, 7 centers across the country). They have a particular number of devoted consumers, aslo amodern factory, machinery, and equipment, as well as a youthful design team. Many professional employeeshelp Bitis rapidly catch on to the trend (8500 employees).

<b>Weekness : </b>

The sales and customer service departments are unfocused. Biti's Hunter has its own shop, which is fairlylittle. Too many items are being launched (many different lines). Some product lines get easily muddled.

<b>Opportunities :</b>

</div><span class="text_page_counter">Trang 8</span><div class="page_container" data-page="8">

and artists are an effective marketing strategy. Reputable for generations with supply ensures quantity. Thegeneral floor segment is absent from domestic competitors.

<b>1.1.Differental :</b>

Biti's offered clients long-lasting and low-cost items. However, its target clients - young people - want morethan just high-quality items; they want a brand that allows them to reflect their personalities and lives. As aresult, Biti's Hunter was founded to meet the demands of young people, with colorful looks, trendy andcurrent shapes, while retaining its essential attributes. These characteristics set Biti's Hunter apart from twotypes of competitors: high-priced luxury brands (Nike, Adidas...) and low-priced brands with appealingaesthetics but poor quality. Biti's Hunter's shoes are built of lightweight, cool materials that are ideal forwarm climates.

Biti's Hunter has picked the appropriate channel and tactics for reaching out to its target consumers.Facebook, Instagram, and Youtube are popular communication platforms among teenagers. It also providesa range of online activities such as Give Away, online purchasing, and Uber Move (Redder, 2016).

</div><span class="text_page_counter">Trang 9</span><div class="page_container" data-page="9">

tendency to follow trends. Over 20 million people have interacted with the ad on YouTube, and the brandhas received 1.7 million mentions on Facebook (Advertising, 2017). Furthermore, the campaign is successfulin capturing the attention of Vietnamese youth and sending a catchy message at heart to address theirproblems.

<b>1.2.Competitive advantages :</b>

Biti's Hunter's initial competitive edge is Biti's existing reputation. Biti's, one of the country's oldest footwearbusinesses, was founded in 1982. Biti's has become well-known for its long-lasting and low-cost items, andits products have become synonymous with many children's childhoods (Redder, 2016). As a result, whenBiti's Hunter launched new items, consumer compassion was a driving factor in its success. The secondfeature of Biti's Hunter is that it not only delivers physical things but also addresses the psychologicaldemands of its target clients.

In comparison to Biti's Hunter, the Vietnamese footwear market is dominated by two multinational brands(Nike and Adidas). Nike and Adidas certainly supply psychological qualities (young and sporty lifestyle), butthey do not capture the Vietnamese youth's attention in the same way as Biti's Hunter does. Biti's Hunterhas picked the correct ideals to offer targeted clients, resulting in increased consumer loyalty, increasedbuyer desire to test its items, and increased profit.

<b>2. Overall marketing strategy ( the sales plan ) 4P :2.1. Product strategy and description : </b>

A product strategy describes a company's strategic vision for its product offerings, outlining where the goodsare heading, how they will get there, and why they will succeed. Instead of striving to be everything toeveryone, a product strategy allows you to focus on a specified target market and feature set.

</div><span class="text_page_counter">Trang 10</span><div class="page_container" data-page="10">

brand. Biti's Hunter is a robust and outstanding series of multifunctional sports shoes by Biti's. Thenewly adapted technology helps to generate more breathable holes, keeps the user's feet cool,makes shoes more pleasant to wear, and cleans sneakers quickly and easily. Biti's Hunter X alsoincludes a TPU8 chassis created around the shoe and heel, which helps to support the legs andincrease movement stability. With so many technological advancements, Biti's Hunter X, despite itsrelease, has satisfied the youngster's desire for shoes. Biti's new "National Shoes" are available inthree different colors: gray, red, and blue. The diversity of items allows consumers to quickly selectthe most appropriate product and produces unfamiliar sensations for users. Biti's Hunter has sixmajor collections as of now: Biti's Hunter, Biti's Hunter X, HunterOriginals, Hunter Liteknit, Biti'sHunter Feast, and Biti's Hunter Camo. Each collection is further subdivided into several sub-collections.

- Biti's Hunter has proven to be a design breakthrough when compared to existing Biti's and otherindigenous brands such as ThuongDinh items. Biti's Hunter is one of the lightest Vietnamese shoesto date, at only 225 grams. Biti's Hunter not only achieved that weight, but it also maintained itssuperior quality and eye-catching style. Without exaggeration, Biti's Hunters has established itself asa leader in the Vietnamese domestic footwear business.

<b>2.2. Pricing strategy : </b>

When selling a product or service, a company can employ a number of pricing tactics. Senior executivesmust first assess the firm's price position, pricing segment, pricing capabilities, and competition pricingreaction plan in order to select the most successful pricing strategy for the company.

Another marketing approach that Biti's is attempting to use is pricing. Despite its excellent quality materials,eye-catching design, and other exceptional characteristics, Biti's Hunter is reasonably priced, ranging from

</div><span class="text_page_counter">Trang 11</span><div class="page_container" data-page="11">

compared to many other companies' items, such as Adidas or Nike, which are seldom less than $50 USD. Asseen above, with a comparable design for running footwear, Biti's provides a pricing range that is just half asexpensive as that of Adidas. This has given them an advantage over high-end items. It is substantially morecheap for young customers, who are Biti's main client demographic.

<b>2.4. Place/distribution strategy : </b>

</div><span class="text_page_counter">Trang 12</span><div class="page_container" data-page="12">

distribution for the product. The name of the location strategy is used to define where and how anorganization's products and services will be placed in order to attract a large market share and customers.

Biti's Lao Cai Trade Center has two commercial centers; Biti's North Trade Center has two commercialcenters; Biti's Central Highlands Business Center has two commercial centers; Biti's Da Nang Business Centerhas two commercial centers, two branches, and over 4,000 agents around the nation. Biti's goods areoffered in over 40 countries and regions worldwide, including the most prominent and demanding marketssuch as the United States, Australia, and China.

Biti's offers several techniques for distributing items to clients in the best way possible, including directdistribution in-stores and intermediate agents such as book online and pay at home. Furthermore,Biti'sHunter links to shopping websites that offer items, such as Lazada, Tiki, and Shopee. When11customers browse shopping websites, they can locate Hunter items, prices, and information, which they canthen purchase online and have delivered to their homes. With a distribution network of hundreds of storesranging from north to south, Biti's is always a reliable source that completely satisfies the demands ofclients.

It is suggested that Biti's capitalize on previous cooperation with celebrities. It may learn from theexperiences of other businesses, like Nike's success in collaborations with Michael Jordan. This is notjust a continuation of earlier initiatives, but it also raises client awareness in the market. Publicrelations may be a successful promotional technique. Despite the fact that it has the ability to raisemarket awareness and interest. News, events, presentations, written materials, public activities,hotline services, and other public relations instruments are among the most often used. This implies

</div>