introduction

In today's modern economic era, Marketing plays an extremely important role for all businesses
in the world in every field or industry. Marketing activities act as a bridge between businesses and
customers, meeting customers' needs and motivating the development of the sales system.

And as we all know, the fashion industry in general and the footwear industry in particular have
provided indispensable products for people. Especially, when people's living standards increase, the
demand for shoes is increasingly rich with many different genres and designs. Therefore, to meet
the tastes of consumers, footwear manufacturers have focused on investing in developing their
products in terms of both design and quality. Since then, Vietnam's footwear industry has developed
very rapidly, and can be considered as a major contributor to the economy.

Realizing that, in this marketing report, group 2 of us would like to choose to analyze a famous
footwear manufacturing company in Vietnam - Biti's company. Our team would like to thank the
guidance of lecturer Nguyen Son Tung for helping our group complete this report. However, this
report must still have many shortcomings, so we are looking forward to receiving your comments to
improve our report.

Best regards!

CONCLUSION
Marketing is an essential element in businesses. Through the process of analyzing and
researching the Marketing activities of Biti's company, the team has drawn lessons on how to
analyze and better understand the marketing activities of the business.

The useful knowledge gained through this report will be a stepping stone to serve us when
entering the working environment in the future.

And due to lack of experience and other objective factors, we know that the report cannot avoid
errors. Therefore, I hope you can give us some suggestions so that our team can have more
valuable experiences and complete well for other projects in the future!

Thank you!

SWOT

Strengths:
Biti's has the advantage of a beautiful image of a long-standing Vietnamese brand:

Established in 1982, Biti's used to have a high position in the domestic footwear manufacturing
market with classic sandal models, always accompanying the 7x and 8x generations, Bitis is also
the largest and leading company. in this field in Vietnam. Through more than 33 years of
production and business activities, Biti's has grown and developed, becoming a prestigious,
reliable and familiar brand with consumers and the pride of Vietnamese people about a "Brand"
country” in the field of prestigious and quality footwear.

Good product quality, reasonable price:

• Price: Biti's applies a one-price policy to all regions in the country. The price of a Bitis
footwear product currently fluctuates below 1 million VND, suitable for the financial ability of
many customers. Therefore, Biti's has become the preferred choice over genuine products of
other famous shoe brands such as Nike, Adidas, Vans, Converse or Puma.

• Good product quality: Biti's products are certified for quality assurance through the
registration of goods quality standards at the Ho Chi Minh City Department of Standards,
Metrology and Quality for all product categories. . Biti's products are manufactured under the
quality management system of ISO 9001: 2000 certified by QUACERT and BVQI. Therefore, in
2006, bitis was one of the 200 strongest enterprises in Vietnam.

Weaknesses:
 The control of agency activities is not good, reducing the effectiveness of marketing
with consumers. According to the provisions of the agency contract of Biti's, to be able
to enjoy the incentives, agents must display Biti's products at least 60% of the store area.
However, because Biti's dealer network is wide, it is difficult to manage all the activities
of agents, which can affect Biti's reputation and eventual profits, and at the same time It
also reduces customers' access to and purchase of products.

 Biti's has not been active in the source of raw materials:

Currently, according to the need to diversify the types of products involved in the
business on the basis of quality assurance for the company's customers, Bitis has a huge
demand for raw materials and materials. However, these materials are still very limited,
domestic enterprises can produce but cannot guarantee the requirements of Bitis, so up to
60% of Bitis's input materials are imported from abroad. 40% domestic use. Moreover,
this is also the general situation of our country's leather shoe industry when it is not
possible to take the initiative in the source of input materials, but most of it has to be
imported from countries in the region at high prices, so that the product price depends
very much on the quality of the product. to the fluctuations of the raw materials market.

 Weakness of staff.

+ Lack of a design team and a team dedicated to researching product consumer needs, so
the change in design is slower than demand. The capacity and professionalism of the
company's staff, although has improved in recent years, has not yet achieved
professionalism. This problem stems from the fact that the training and recruitment policy
 is not really reasonable and lacks openness, so it has not been able to recruit people with
high competence and creativity.

+ The working attitude of workers is also an issue that the company needs to focus on
improving: a part of human resources still lacks sense of responsibility, due to the initial
assignment of human resources. It is also arbitrary, has not arranged the right people for
the right jobs, so it has not been able to promote the forte of each individual.

 After many years of dominating the domestic market, due to some troubles in the
distribution channel, Biti's has gradually lost market share: Because it has not really
focused on developing in the domestic market, but only interested in product lines. As a
result, the quantity of goods distributed in the country has changed significantly, leading
to a change in the quantity and quality of goods marketing in direct marketing channels
and thousands of other retail distribution establishments. all over the country. This leads
to a shrinking number of stores and agents, while also losing market share in the
domestic market. Moreover, since 2010, Vietnam has officially become the largest shoe
factory of the "giant" Adidas, with a market share accounting for more than 40% of its
output. The same thing is happening to Nike's shoe supply chain, as Vietnam gradually
takes the "manufacturing throne" of China. The psychology of foreign buyers along with
changes in people's thoughts and consumption habits also cause Biti's to gradually step
back and narrow its market share.

 Limited marketing capacity: stemming from the long-standing footwear brand base and
people's psychology, who are familiar with the quality of Biti's products, marketing
activities have not been focused on promoting, so there are few organizations. and
irregular as well as not systematic and professional, mainly through direct marketing at
agents and stores.

Opportunities:
 Vietnam is in the golden population period with a very high proportion of young
people. Through this, Biti's has the opportunity to tap into the prominent mentality of
these generations that is "You only live once" - you only live once, emphasizing the
expression of personality and living with the passion of this generation. young.
Specifically, according to the General Statistics Office, the current population of Vietnam
is 95,802,477 people, the population of Vietnam is at the "golden population" - the
number of people of working age (from 15 to 64). accounting for nearly 70% of the
population, it can be said that in the coming years this is a potential market for a newly
established brand and mainly focuses on the domestic market. The rapidly growing
population size will expand the market for Biti's footwear products, creating
opportunities to increase sales and product consumption quickly.
  Advertising campaign: The new era of modern technology along with the psychological
characteristics of today's young people quickly approach and update new cultural and
media trends, creating conditions for Biti's to easily carry out advertising campaigns.
advertising campaigns to reach and support users in personalizing, personalizing and
differentiating products through social networking sites and Biti's official website. When
using technology to interact with customers, businesses will create a positive image in
front of the public.

 Large, potential market and constantly expanding and developing: Vietnam's GDP
grows at an approximate rate of 6-7% a year, which is also a great opportunity for Biti's,
when today's young people spend 25-30% of income on shoes and clothes.

 Supported trade policies from the Government: The Government actively reformes
administrative procedures, simplifies tax procedures, has solutions to deduct input VAT
for the purchase of raw materials, optimizes production time and cost.

Threats:
 Consumer demand for quality products is increasing day by day. With Vietnamese
people's living standards gradually improving, they want to use more quality products.
This requires Biti's to update the appropriate and advanced technologies.

 Consumer confidence in Vietnamese products is not high. Especially, for sports shoes,
because it was one of the first brands to seriously invest in both quality and design, it is
still limited in terms of variety and unique designs. , fresh and trendy.

 Calculating the price and design will be a big challenge for Bitis, besides, Biti's also
has to face big competitors from China, Europe...