GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Ngô Chí Công Student ID number: 21002080

Student name: Trần Khải Minh Student ID number: 21001204

Student name: Trần Thị Hà My Student ID number: 21001239

Student name: Châu Vũ Bích Ngọc Student ID number: 21000862

Student name: Nguyễn Từ Thanh Quang Student ID number: 21000790

Student name: Lê Đông Quân Student ID number: 21000820

Student name: Nguyễn Như Quỳnh Student ID number: 21000686

UNIT AND TUTORIAL DETAILS

Unit name: Marketing Research Unit number: 200592 (UEH)

Tutorial/Lecture: Class day and time: Tue 8:00 – 11:15 AM
Lecturer or Tutor name: Le Thi Hong Minh
ASSIGNMENT DETAILS

Title: BITI’S PROPOSAL

Length: Due date: 01/11/2022 Date submitted: 01/11/2022

DECLARATION
I hold a copy of this assignment if the original is lost or damaged.
I hereby certify that no part of this assignment or product has been copied from any other student’s work
or from any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another
(previous or current) assessment, except where appropriately referenced, and with prior
permission from the Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person except
where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work may be reproduced and submitted to plagiarism detection software programs
for the purpose of detecting possible plagiarism (which may retain a copy on its database for future
plagiarism checking).

Student’s signature: Cong

Student’s signature: Minh
Student’s signature: My
Student’s signature: Ngoc
Student’s signature: Quang
Student’s signature: Quan
Student’s signature: Quynh
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has
not been signed.
GROUP 1
MR-T322WSB-3

Enhancing

Customer
Service
Research Proposal
01/11/2022
 EXECUTIVE SUMMARY
Biti's, a company with a 40-year business history, is engaged in creating new long-term investment plans that are
sustainable as well as prestigious and high-quality items for consumers (Về, n.d.). The unexpected launch of Biti's
Hunter sneaker sparked a frenzy among young people and signaled a significant comeback. Biti's has created a
broad distribution system of products throughout the nation and even exported to international countries in
response to the explosion of new items (Đỗ, 2022). However, Biti's has minimal investment in human resource
training as a result of concentrating on its distribution strategy, which has led to unsatisfactory customer service
(Đỗ, 2015).

Customer service has become a significant topic for Biti's in recent years of business. Many customers have
unfavorable opinions about product maintenance. Social media sources of news have widely disseminated
information about Biti's unfair training program for employees, which has a long-term negative impact on Biti's
brand and products.

With a view to assisting Biti's discovering what requires and demands to be satisfied from the current difficulties in
service, our research team will employ three main research methodologies, including desk research, qualitative
research, and quantitative exploratory research.

The outcomes of this study will highlight the causes for and necessities for Biti's to proactively comprehend client
behavior and preferences. To raise the standard of its customer service, the company needs to address internal
problems. Biti's will ultimately increase its position in the eyes of customers in the long run because of the
modifications in strategy.
2
 PROPOSAL AGENDA

1 RESEARCH BACKGROUND

2 KEY BUSINESS QUESTIONS

3 RESEARCH OBJECTIVES

PROPOSED RESEARCH
4 4 METHODOLOGY

5 SAMPLE OF DELIVERABLES

6 PROJECT TIMELINE

3
 1
BACKGROUND

Industry Introduction

Vietnam is the world's

third-largest shoes
producer and exporters ,
after China and Italy
(VietNamNet, 2016).
Vietnam sells more than 1
billion pairs of shoes
annually to hundreds of
nations.

Leading 10 global footwear producers in 2015

Source: Statista
4
 1
BACKGROUND

Industry Introduction
International brands like Converse, Vans,
Puma, Adidas, Nike, and entering Vietnam
and Adidas is presently the most well-known
global brand.

China Research & Intelligence, 2021 predicts that

from 2022 to 2030, both domestic and export
shoe manufacturing in Vietnam will grow.

Vietnam is becoming more competitive in the

footwear manufacturing sector, thanks in large
Top 10 thương hiệu Giày Thể Thao nổi Tiếng Thế Giới part to high-caliber homegrown brands like
Ananas, Biti's, MWC, Vina Giay.
Source: Bùi Store
5
 1
BACKGROUND
In 1982, Biti's was founded in District 6 in
Ho Chi Minh City. The company currently
Company Introduction
exports goods to 40 nations around the
world. It has 7 branches, 2 trade centers, 2
business centers, 156 marketing stores,
and more than 1,500 agents.

Operating with the slogan: “tender

care for Vietnamese feet”, Biti's has
grown to be a major local footwear
manufacturer and a symbol of
pride for Vietnamese people

6
 1
BACKGROUND

Company Introduction

Biti's sales from 2019 to

2020 experienced a
dramatic decline, and its
net profit has been
consistently low from 2016
to 2020. (Quang, 2021). This
could be the main reason
that Biti's customer service
is not well.

Financial indicators of Biti’s from 2016 to 2020 (unit: billion VND)

Note. From Quang, D (2021) 7
 1
BACKGROUND

Company Introduction
SWOT analysis (Brade Mar, 2021)

STRENGTHS
A beautiful image of a long-standing
Vietnamese brand
Good quality product, affordable price
Wide distribution system
WEAKNESSES
The control of agent activities is not good
Have not been active in the source of raw
materials
Staff are not qualified

THREATS
Consumer demand for quality products
is increasing day by day
Consumers' confidence in Vietnamese
products is not high
OPPOTURNITIES
Vietnam is in the golden population period
(very high percentage of the X, Y and Z
generations).
Large, potential market and constantly
expanding and developing

8
 2
KEY BUSINESS QUESTIONS

How to promote client

engagement when using Biti's
customer services?

1.
Which of Biti’s sales
channels are frequently
used by customers?
3.
2. What factors need to
What feature of Biti's be enhanced so that
service quality causes customers may fully
buyers to consider? make use of the
service benefits?

9
 3
RESEARCH OBJECTIVES

How to promote client

engagement when using Biti's
customer services?

2. 3.
1. Clarify characteristics Give Biti’s some
Identify the main of Biti’s that recommendations to
source of clients Vietnamese would improve their
purchasing through prefer to use then performance and
channels gain the insight of the customer experience
target audience
10

 4
PROPOSED RESEARCH METHODOLOGY

Applied Methodology

THEORY OF PLANNED BEHAVIOUR

BEHAVIORAL
BELIEFS AND ATTITUDE
EVALUATION

NORMATIVE
BELIEFS AND SUBJECTIVE INTENTION BEHAVIOUR
MOTIVATION NORMS
TO COMPLY

CONTROL PERCEIVED
BELIES AND BEHAVIOURAL
PERVEIVED THEORY OF REASONED BEHAVIOUR
CONTROL
POWER
Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB)
11
 4
THE PROPOSED APPROACH
HOW TO PROMOTE CLIENT ENGAGEMENT WHEN USING BITI'S CUSTOMER SERVICES?
Clarify characteristics of Biti’s
Identify the main source
that Vietnamese would
of clients purchasing prefer to use then gain the
through channels insight of the target audience
Stage 1 Stage 2
DESK RESEARCH QUALITATIVE RESEARCH
Examine the competitive Discover Biti's service quality.
factors of Biti’s Exploring the shortcomings,
Compared with Biti’s internal and external aspects
competitors in the market that Bitis issues with.
(about store and website) Understanding consumer
Data Collection reports & attitudes and desires before
electronic newspaper committing to a purchase
through a sales channels.
12
Give Biti’s some
recommendations to
improve their performance
and customer experience
Stage 3
QUANTITATIVE RESEARCH
Investigate and comprehend
using primary data.
Study 2 findings should be
quantified.
Some recommendations for
Biti's to improve its
performance and customer
service.
 4
THE PROPOSED APPROACH
Stage 1 - DESK RESEARCH
PURPOSE: DATA COLLECTION:
Determine the competitive factors and Academic websites and published papers
customer attraction Social media (Review groups, fanpages,
Examine and assess client satisfaction and hashtags,...)
opinions Newspapers
Determine some of the issues that customers Comment / feedback in e-commerce
are having

13
4
THE PROPOSED APPROACH
Stage 2 - QUANLITATIVE RESEARCH
PURPOSE:
Find out aspects of Biti's service quality needed to be improved
Increasing the number of potential consumers
Examining whether the quality of Biti's service affects customers' buying decision
DATA COLLECTION:
In-depth interviews with the randomly selected young people
Focus groups: In-depth viewpoint and experient participants
Participant observation
RESPONDENT RECRUITMENT:
Age: Young people from 16 to 25 years old.
Gender: both
Perspective: Customers that use the Bitis website and visit the store in person.
Location: Ho Chi Minh City
FOCUS GROUP DISCUSSION:
Focus group discussion (FGD)
Number of focus groups: 4
Group size: 5 respondents
Time length: 20-30 mins
14
 4
THE PROPOSED APPROACH
Stage 3 - QUANTITATIVE RESEARCH
PURPOSE:
Evaluate customer experience
Point out the limits and problems
Offering solutions to solve the problems
TYPE:
Survey research
TECHNIQUE:
Cross-sectional survey
SAMPLE SIZE:
At least 150 participants
SAMPLING METHOD:
Simple random sampling
TARGET RESPONDENTS:
Age: Young people from 16 to 25 years old.
Gender: Any
Perspective: Both have been and have not bought Biti’ products.
Location: Ho Chi Minh City
15
 5
SAMPLE OF DELIVERABLES

Identify the main source of clients purchasing through channels

Source: Shopee

Số lượng cửa hàng của các doanh nghiệp giày tại Việt Nam
Source: Bitis
Source: Vietnambiz

16
 5
SAMPLE OF DELIVERABLES

Clarify characteristics of Biti’s that Vietnamese people would

prefer to use then gain the insight of the target audience
Poor
1.2%
Bad
14.8%

Excellent
44.3%

Average
20.5%

Good
19.3% Khách hàng nói gì về Biti's Hunter trên social media
Biểu đồ thể hiện mức đánh giá của khách hàng về dịch vụ của Biti's Source: BrandsVietnam
Source: text.123doc.org
17
 5
SAMPLE OF DELIVERABLES

Give Biti’s some recommendations to improve their performance

and customer experience

Source: Shopee
18
6
PROJECT TIMELINE

19
 GROUP 1
MR-T322WSB-3

TEAM MEMBER

Ngô Chí Công Trần Khải Minh Trần Thị Hà My Châu Vũ Bích Ngọc
21002080 21001204 21001239 21000862

Nguyễn Từ Thanh Quang Lê Đông Quân Nguyễn Như Quỳnh

21000790 21000820 21000686
 REFERENCES
China Research & Intelligence. (2021, December). Research Report on Footwear Market in Vietnam, 2016-2030
https://www.researchandmarkets.com/reports/5514941/research-report-on-footwear-market-in-vietnam#product--related-products
Đỗ, T. (2015). ĐÀO TẠO NGUỒN NH N LỰC CÔNG TY BITI’S VIỆT NAM. THƯ VIỆN SỐ TÀI LIỆU NỘI SINH, 2015, 47–60.
https://repository.vnu.edu.vn/handle/VNU_123/46151
Đỗ P. (2022, August 29). Chiến lược phân phối mới của Biti’s – Đánh thức thị trường ngủ quên. Phần Mềm DMS MobiWork – Giải Pháp Quản Lý Hệ Thống
Phân Phối. https://mobiwork.vn/chien-luoc-phan-phoi-moi-cua-bitis-danh-thuc-thi-truong-ngu-quen/
Hoa My. (2020, October). The battle to regain the right to 'care for Vietnamese feet' of Biti's and domestic shoe manufacturers. Vietnambiz
https://vietnambiz.vn/cuoc-chien-gianh-lai-quyen-nang-niu-ban-chan-viet-cua-bitis-va-cac-hang-giay-noi-20200927095345681.htm
Nhu Phung. ( 23, August). Biti’s Hunter: How A Small Budget Campaign Rebirthed A Brand https://vietcetera.com/en/bitis-hunter-how-a-small-budget-
campaign-rebirthed-a-brand?utm_source=web&utm_medium=copy-link-web
Nguyễn , N. (2016, April 21). Biti's hunter - Giải MÃ Sức Nóng Thương Hiệu Việt Trên social media: Bởi Nhung Nguyễn. Brands Vietnam. Retrieved October 31,
2022, from https://www.brandsvietnam.com/congdong/topic/2522-Biti-s-Hunter-Giai-ma-suc-nong-thuong-hieu-Viet-tren-social-media
Phân Tích Mô Hình Swot Của Biti's. Brade Mar. (2022, September 13). Retrieved October 31, 2022, from https://brademar.com/phan-tich-mo-hinh-swot-cua-
bitis-2/
Sai Gon Phot. (2022, June 9). Lời kể của một cựu nhân viên Biti's. Facebook.
https://www.facebook.com/groups/riviu.thanhsandeal/permalink/3271843726472154/
Store, B. (2021, September 1). Top 10 thương hiệu Giày Thể Thao nổi Tiếng Thế Giới. Bùi Store. Retrieved October 31, 2022, from https://buistore.net/top-10-
thuong-hieu-giay-the-thao-noi-tieng-the-gioi.html
Trần, Q. B. (2018). Giải Pháp nhằm Hoàn Thiện Hoạt động Chiêu Thị đối Với Dòng sản phẩm giày Biti's hunter Của Công Ty Tnhh Sản Xuất Hàng Tiêu Dùng
Bình Tiên đến năm 2021. University of Economics Ho Chi Minh City. https://digital.lib.ueh.edu.vn/handle/UEH/58926
Về. (n.d.). Biti’s. Retrieved October 30, 2022, from https://bitis.com.vn/pages/ve-biti-s
Vietnam Briefing. ( 2014, May). Strong Growth for Vietnam’s Footwear Industry https://www.vietnam-briefing.com/news/strong-growth-vietnams-footwear-
industry.html/
VietNamCredit. ( 2022, January). TOP 5 LARGEST LEATHER & FOOTWEAR COMPANIES IN VIETNAM https://vietnamcredit.com.vn/news/top-5-largest-leather-
footwear-companies-in-vietnam_14625
VietNamNet. (2016, August). Vietnamese footwear manufacturers ignore local market.
https://vietnamnet.vn/en/vietnamese-footwear-manufacturers-ignore-local-market-E160964.html
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THANK YOU