Phân tích chiến lược thị trường bitis hunter ( BITI’S HUNTER MARKETING STRATEGY)

Table of Contents

I.

Introduction

Established in January 1982, in District 6 - TP. Ho Chi Minh, after 39 years of growth
and development, Biti's Company has made significant contributions in the economic
development of the country. Starting from two complexes with about 20 companies
specializing in the production of rubber slippers. Nowadays, 20 million pairs of shoes are
produced every year, it became the largest footwear manufacturing and retailing
corporation in Vietnam. “The company focuses on improving the quality, to better meet
the expanding and diversified requirements of customerss, similarly as the meaning of the
identity of Biti’s brand”, said the chairman of the Board. Biti's is not only a big brand of
Vietnam, but also a pride of Vietnamese people in the process of national assembly
integration with the world economy.
Biti's used to be the first choice when thinking about buying a pair of shoes, a sandal or a
pair of sandals. However, when the major sneaker brands in the world began to enter the
Vietnamese market, Biti's seemed to be quite lagging behind in terms of design,
technology and user experience.
Everything changed when the Biti's Hunter line was born. Biti’s Hunter is a new
product’s line which was established in early 2016, focused on fashion sport-inspired
sneakers. The shoes are really a breakthrough compared to the "Made in Vietnam"
sneaker products so far. Customerss will be surprised because after more than 30 years,
the brand has returned with extremely remarkable points, superior to previous products.

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This not only became the best-selling line of product but also being the company’s most
efficient line thus far.

Basis of strategy formation
1. SWOT analysis
Strengths:
o High quality product
o Wide distribution network (156 Marketing Store and more than 1500
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marketing intermediaries retail store)
o Plentiful financial resources
o Self-manufacturing with well-trained worker and modern equipment
o KOLs marketing was attracted with the customers
Weakness:
o Raw materials and auxiliary industries are underdeveloped.
o Lack of customers services
o Not having a significant technology to apply on the products
Opportunities:
o Well-known and trusted brand with Vietnamese people
o Variety of fashionable design
o Product exported to more than 40 nations

Threats:
o Industry competitors from China with various design and cheaper cost
o Expensive manufacturing equipment
o Fake product
2. Macro environmental
a. Economic
Due to the economic and political innovation in 1986, Vietnam rapidly
transformed from one of the poorest country to a low-middle-income nation. From
2002 to 2018, GDP increased 2.7 times, reaching over US$2,700 in 2019. The
poverty rate diminishes from more than 70% to less than 6%.1

1 Tổng Quan về Việt Nam (worldbank.org)

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In 2020, the average monthly income per capita in Vietnam reached approximately

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VND 4.19 million, indicating a slight decrease from the previous year. 2
Overall, with the development of economics and the average monthly income per
capita in Vietnam, the Biti’s Hunter products would be able to afford by
Vietnamese.
b. Demographic

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Biti’s Hunter products tend to late-millennials or generation-Z, which are at the
age of 15 to about 28. According to Vietnam Population Pyramid 20213, the

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customers of Biti’s Hunter take about 29.5% of the population of Vietnam.
The sneakers form Biti’s Hunter are unisex product, so both male and female can
wear every model of them. The increase of gender disparity doesn’t affect their
business.
c. Social

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During the international integration of Vietnam, the sneaker culture became more
and more popular with the young people, especially generation-Z. This helps Biti’s

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Hunter to approach the customers.
d. Technology
Biti’s Hunter technology is quite modern with imported equipment. On the other
hand, the development team is not good enough to create a break-out significant

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technology for their products.
e. Political
After the “Comprehensive and Progressive Agreement for Trans-Pacific
Partnership - CPTPP” and “European Union-Vietnam Free Trade Agreement EVFTA”, Biti’s not only have the easier way to import the materials but also the

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opportunity to export their product into those groups’ members.
3. Micro Environmental
a. Enterprise
Biti’s is a well-known brand with a plentiful capital in about 40 years since its
established.
b. Suppliers

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Biti’s imported about 60% materials, and the rest are from local suppliers. The
main supplier is:

2 • Vietnam: average monthly income per capita 2020 | Statista
3 Vietnam Population 2021 (Demographics, Maps, Graphs) (worldpopulationreview.com)

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Leather: Weitai JSC.
Metal button: Tim Do LTD.
Plastic: Imported from Holland and France, Polystyrene Vietnam LTD.
Soles: Tae Sung LTD., Trieu Phong LTD
c. Customers
After 39 years, Biti’s has become the most popular Vietnamese footwear brand in

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people’s mindset.
Biti’s Hunter products target young people, from 15-28 years old. Therefore, their

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products are always designed with the trend and the design is always focused on
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so they release new models regularly to retain their customers.
With the store and retailers in every region and digital stores in some online
trading platforms such as Tiki, Shopee, Lazada, Biti’s Hunter customers can easily

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buy the products.
d. Competitors
With international integration, there are many sportswear brands from all over the

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world comming to Vietnam with various of design, quality, price…
Direct competitors: Adidas, Nike, Puma because of the same type of footwear,

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high fashion and same customers segmentation

Indirect competitors: Zara, H&M, MLB, basically Pull and Bear,… particularly
are potentially indirect competitors although these definitely are not only the sort
of major brands in clothing, fashion but also are investing in the production of
shoes for sort of young people in a subtle way. Beside that, the particularly fake
products from China with generally low price, actually good design but fairly low
quality really is also a threat to Biti’s Hunter.

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Marketing strategy analysis
1. Market segmentation
a. Geographic segmentation
Biti’s has covered all over the nations, their store and retailer are located in every

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province, so the customers can easily find the product.
b. Demographic segmentation
Age: 15 to 28 years old
Gender: Both male and female
Income: Middle income, who are less price sensitive
Occupation: Every type of occupation, especially the student

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c. Psychographic segmentation
Lifestyle: the targeted customers is care about self-assertion, love exploring but

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not spend too much money for a footwear goods
Hobby: Fashion, travel, sports
d. Behavioral segmentation
Personal needs: When they buy a product, they often pay much attention to many

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styles; colors ... Selecting shoes should suit for personalities and lifestyle.
Work needs: The product is required to be highly specialized, reliable, for all

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intents and purposes safe for users..
Using intensity: almost every day, with various uses like hanging out, playing

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sports, traveling,…
2. Select target market
a. Market appeal
Using Porter’s Five Forces model, Biti’s Hunter market analysis is:
o Competition from competitors: at the market, there are various international
sneaker brands with fashionable designs, high quality and modern

technology like Nike, Adidas, Puma,… Moreover, in Vietnam, there are
many local sneakers manufactures such as Bita’s, Juno, … with low-cost
products, which compete with Biti’s Hunter.
o The threat of the new entrants: due to the intrusion of sneaker culture, there
are many new local brands coming into the market like Ananas, Mot,
Rienevan,… These brands have the same targeted customers, fashionable,
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cheap and trending product, with good marketing.
The threat of substitute products: firstly, the weather in Vietnam is divided
into 2 seasons: dry season and rainy season. During the rainy season,
wearing sneakers is a bad choice so people prefer slides or sandals.
Secondly, at the age of 22 and above, people will get a job and some of
them prefer leather shoes to sneakers for going to work. However, when
hanging out, traveling or playing sports, people must wear sneakers so the

threat of substitute products is not too much.
o The bargaining power of customers: Within the last 5 years, when the
sneakers culture became more and more popular in Vietnam, customers can

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spend a lot of money to buy a pair of sneakers they like, so there are not too
many threats.
o The bargaining power of suppliers: in the industry decade, there are many
materials suppliers for the company to choose for the manufacturing. The
government also supports the enterprise by joining CPTPP and EVFTA,
which helps easily to connect with the foreign suppliers and import the
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material.
Overall, the market appeal is attractive with high competition.
b. Company goals and capabilities
Biti’s Hunter goal is to bring a feeling of lightness to the user with structural and
technical features that help the footsteps become “Light as flying”, can feel the
comfort and coolness even though they have to move continuously all day long. In
order to achieve the set goals, Hunter must have enough resources in terms of
capital, technology, production, human resources,… to help the company stay firm

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in its market segment.
Human resources: the brand was founded by a company with a long history and
attached to many generations of Vietnamese people, a large and professional staff,
the brand representatives are famous celebrities like Son Tung MTP, Soobin, Viet

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Max, Huong Giang,…
Technology: The technology applied on Hunter's shoes is the most modern

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technology in Vietnam's sneakers manufacturing.
Customerss: Biti’s Hunter is a very familiar name and is always the first choice of
loyal customerss. It has a relatively large appeal because of its comfort, light and

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extremely durable.
c. Sales4
Since the beginning of 2017, Biti's finally goes back with the makeover of the new
product line Biti's Hunter in a big way. Over the very next three years, Biti's

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business for the most part continued to specifically grow.
In 2019, the fairly net revenue of parent company Biti's reached VND 1,954
billion, and VND 111 billion in definitely net profit, up 51% and 42% respectively
compared to 2016, which basically is quite significant.

4 Cuộc chiến giành lại quyền 'nâng niu bàn chân Việt' của Biti's và các hãng giày nội (vietnambiz.vn)

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Similarly, the business results of Binh Tien Dong Nai Co., Ltd (Dona Biti's), a
subsidiary of Biti's established in 1995, also showed a positive signal when
continuously growing with net revenue and profit. Net profit in 2019 reached

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VND 1,943 billion and VND 113 billion, respectively.
Meanwhile, another newly established subsidiary, Biti's Lao Cai One Member
Limited Liability Company (Biti's Lao Cai) also started to bring in profits.

1. Net profit of some footwear company from 2016 to 2019

d. The market supply and demand
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In the domestic market in particular, Vietnam is also recognized for its definitely
great development kind of potential definitely due to its growing population. In
2018, the population of our country is about 95 million people with an estimated
demand for footwear up to 190 million pairs, which is fairly significant. So on

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average, each person will literally consume 2 pairs of shoes in a year.
Moreover, it is essentially predicted that in the coming time, the demand for
footwear consumption of domestic consumers will continue to increase. Increasing
income levels will mostly boost people's demand for footwear. At the same time,
the trend of customers using shoes as a fashion accessory will definitely stimulate

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the consumption of this item.
e. Competitor
Adidas:

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Good durability, sturdy, adaptable in all environmental conditions
Trendy, fashionable, sporty style, comfortable for the user
Modern technology in products such as boost, primeknit,…
Adidas has travelled a long way to establish itself as a youthful brand.
Celebrity endorsements & sponsoring major sports organizations
Adidas has an effective distribution system for their products available
through different channels.

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Nike:
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Durable, lightweight, good quality, high strength
Youthful, dynamic, light color
Utilize modern tools and rate 1st place of technology like Nike Air, Nike

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ZoomX, Nike Joyride,…
Celebrity endorsements & sponsoring major sports organizations
Regular promotions are available at the end of the year

Summary, Biti’s Hunter definitely is using the Market Covered Strategy, which mostly is
the business fulfills every customers’s need for the products in a fairly major way. Every

customers for all intents and purposes is the target market of the business, fairly contrary
to popular belief.

IV.

Market positioning

Compared to other competitors (especially suppliers from Taiwan and China), Biti's
products proved to have superior quality: high durability, smoothness... Manufactured by
modern technology with imported materials, ensuring international standards. Biti's
achieved ISO9001 certificate by BVQI organization of the United Kingdom and Quacer
of Vietnam General Department of Metrology, things that few Vietnamese footwear
enterprises have achieved. Combined with the psychology of Vietnamese consumers in
previous years, they like to "eat well, wear durable". Therefore, the company's
positioning strategies mainly focus on quality criteria. And Biti's has partly succeeded in
building in the minds of customers that they are "Vietnamese high-quality goods".
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BITI’S can attack a competitor’s more-for-more positioning like Nike or Adidas by
introducing a brand offering comparable quality at a lower price.
The price of 650.000VND for men and 495.000VNĐ for women is considered attractive
compared to the quality and makes the difference between Hunter and sports shoes
available in the market.
The positioning according to product value has shown high breakthrough thinking and
professionalism compared to other competitors.
To implement this positioning strategy, Biti's has adopted communication campaigns,
pricing based on quality and direct consumption by consumers. Referring to Biti's, people
immediately remember the slogan " Tender Care of your feet", it partly orients Biti's to be
a Vietnamese product, suitable for Vietnamese consumers. This slogan has hit the

national pride, evoked Vietnamese cultural identity, and positioned a beautiful brand in
the hearts of consumers.

V.

Conclusion

Biti’s are the leading company of footwear products in Vietnam based on sales volume
and revenue. Since commending operation in 1982, Biti’s have become more and more
popular in Vietnam and win the trust of the customers and have leveraged their network
to introduce new product line Hunter to the market.
To sum up, in this age the marketplace is highly competitive and to stay ahead of others
brands need a strong strategy. However, strategy is at the foundation of everything they
need to excel in a highly competitive and fast changing business environment. Even if
Biti’s Hunter has a strong competitor, they’re trying to be the best sneakers
manufacturing and retailing company in Vietnam and they have no intention to give up
the game. During the recent years, Biti’s Hunter using digital, technology, speedy
manufacturing processes, innovation, and collaborations for achieving faster growth
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worldwide. Having a clear mission and a strong plan to make it happen is what is the
Biti’s Hunter competitive advantage.

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