UNIVERSITY OF FINANCE – MARKETING

Faculty of Marketing

FINAL EXAM

INTERNATIONAL MARKETING

BITI’S HUNTER MARKETING PLAN ENTERS CHINESE MARKET

Lecturer : Nguyễn Thị Hồng Hoa

Class : CLC_21DMA01

Class Code : 2321702031201

Ho Chi Minh, 2023

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 UNIVERSITY OF FINANCE – MARKETING

Faculty of Marketing

FINAL EXAM

INTERNATIONAL MARKETING

BITI’S HUNTER MARKETING PLAN ENTERS CHINESE MARKET

Name ID
Nguyễn Thùy Trang 2121007554
Nguyễn Quỳnh Thanh Trúc 2121000435
Tăng Lâm Mỹ Uyên 2121003748
Hồ Thị Thanh Xuân 2121001848

Ho Chi Minh, 2023

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 TABLE OF CONTENTS

1. EXECUTIVE SUMMARY...............................................................................................1
2. COMPANY’S MISSION STATEMENT AND A SHORT PROFILE OF THE
COMPANY................................................................................................................................1
2.1. A Short Pofile of Company........................................................................................1
2.2. Vision...........................................................................................................................2
2.3. Mission.........................................................................................................................2
2.4. Core Values.................................................................................................................2
2.5. SWOT Analysis...........................................................................................................2
3. COUNTRY SELECTED..................................................................................................6
3.1. Brief discussion of country’s relevant historical developments.............................6
3.1.1. Current Chinese economy..................................................................................6
3.1.2. China and Vietnam Collaboration....................................................................7
3.2. The National Business Environment........................................................................7
3.2.1. People...................................................................................................................7
3.2.2. Government.........................................................................................................8
3.2.3. Geography...........................................................................................................9
3.3. Market and Size Potential.........................................................................................9
3.3.1. Economy...............................................................................................................9
3.3.2. Media & Technology.........................................................................................10
3.3.3. Infrastructure....................................................................................................11
3.4. Competitive Environment........................................................................................11
3.1.3. Competitive Rivalry..........................................................................................11
Domestic competitors......................................................................................................12
Anta..................................................................................................................................12
Belle..................................................................................................................................12
Li Ning..............................................................................................................................12
3.1.4. Threats of New Entrants..................................................................................13
3.1.5. Threats of Substitute.........................................................................................13
3.1.6. Bargaining power of suppliers.........................................................................14
3.1.7. Bargaining power of customers.......................................................................14
4. ENTRY MODE SELECTION.......................................................................................14
5. TARGET MARKET.......................................................................................................15
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 5.1. Segmentation.............................................................................................................15
6. ANY CRITICAL EXTERNAL ENVIRONMENT ISSUES NOT COVERED IN
THE COUNTRY SELECTION DISCUSSION...................................................................16
6.1. Economy of China....................................................................................................16
6.2. Consumption trends of Chinese people..................................................................17
7. MARKETING OBJECTIVES.......................................................................................19
8. MARKETING STRATEGIES.......................................................................................19
8.1. Product Strategies....................................................................................................19
8.1.1. Meaning of brand’s name “Biti’s”...................................................................19
8.1.2. Logo design........................................................................................................20
8.1.3. Product quality..................................................................................................20
8.1.4. Product line........................................................................................................21
8.1.5. Product goal.......................................................................................................21
8.2. Price Strategies.........................................................................................................21
8.2.1. Product price.....................................................................................................22
8.2.2. Various types of discounts available................................................................22
8.2.3. Compare prices with competitors....................................................................23
8.3. Distribution Strategies.............................................................................................23
8.4. Promotion Strategies................................................................................................25
9. FINAL RECOMMENDATIONS, EVALUATION, MEASUREMENT AND
CONTROL..............................................................................................................................27
9.1. Recommendations....................................................................................................27
9.2. Evaluation.................................................................................................................28
9.3. Measurement............................................................................................................29
9.4. Control.......................................................................................................................29
9.5. Control.......................................................................................................................30
JOB ASSESSMENT TABLE.................................................................................................32
REFERENCES........................................................................................................................33

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1. EXECUTIVE SUMMARY
Under the weight of the trend of worldwide economic integration, products are no longer
bound to national borders. Enterprises that wish to survive and grow must go beyond the
home market. Most domestic firms are young in the integration process, and when reaching
out to the global market solely on their intrinsic potential, obstacles cannot be avoided.
difficulties. It is because of these problems and hurdles that exceptional local manufacturing
businesses have emerged. These companies not only remain stable, but also expand and
flourish in both home and international markets. Biti's is one such instance. As one of the first
Vietnamese businesses to successfully enter the worldwide market. Biti's has provided
products to the globe market to more than 30 countries through 02 linked firms, and the
company's Footwear products have gradually confirmed their place in the worldwide market.
With the purpose of introducing top-quality shoes from Vietnam to the global market. Biti's
has evolved and flourished alongside the country, becoming a prestigious, trustworthy, and
well-known brand among customers, as well as the Vietnamese people's pleasure in having a
"National Brand" in the field of prestige shoes. Quality, credit. Biti's is working hard to
enhance product quality so that it may proudly ship its items all over the world. In Vietnam
and Cambodia, Biti's has over 200 corporate marketing locations and over 1,000 distributors
and resellers. Biti's goods have been sold to over 40 nations throughout the world, including
Italy (Italy), France, the United Kingdom, the United States, Russia, Japan, and Mexico
(Mexico). Biti's is completely capable of exporting to challenging new markets such as China
due to its continual ambition to "reach out to the big sea."

2. COMPANY’S MISSION STATEMENT AND A SHORT PROFILE OF THE

COMPANY
2.1. A Short Pofile of Company
Binh Tien Consumer Goods Manufacturing Limited Company, known as Biti's for short, is a
leading footwear company in Vietnam, established in 1982 in District 6, Ho Chi Minh City.

 1982: Van Thanh Complex was established by Mr. and Mrs. Vuu Khai Thanh,
operating in District 6 of Ho Chi Minh City, specializing in the production of
footwear.
 1986: Van Thanh Complex and Binh Tien Complex were merged into Binh Tien
Rubber Cooperative, still operating in District 6, Ho Chi Minh City. Products are
consumed domestically and exported to foreign countries.

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  1990: With the aim of improving product quality and competing with imported goods,
Binh Tien invested heavily in new technology machinery from Taiwan and produced
EVA foam shoes of good quality. momentary.
 1992: Binh Tien Rubber Cooperative officially changed its name to Binh Tien
Consumer Goods Manufacturing Company (Biti's).

Over the years, Biti's has achieved many remarkable achievements, such as:

 Vietnam's leading retail distributor.

 Gold Cup certificate of prestigious brand and quality in the leather and footwear
industries.
 15 consecutive years won the title of High-Quality Vietnamese Goods.
 Recognized as a National Brand.
 Biti's product distribution system stretches from South to north, with seven Branch
Centers, 156 Marketing stores, and more than 1,500 retail distribution intermediaries.
2.2. Vision
 To become a major consumer goods manufacturing company in Asia.
 Deciding to build a vision and affirm the image to develop Binh Tien HTD Production
Co., Ltd. into a strong and growing company not only in the country but also around
the world, maintaining its leading position. leading in Vietnam and actively integrating
with the world, becoming a large consumer goods manufacturing company in Asia.
2.3. Mission
 Constantly improving the quality of providing products that are true to the meaning of
Biti's brand identity "Prestige-quality,".
 Binh Tien HTD Production Co., Ltd. is committed to constantly improving the quality
of product supply and meeting the increasingly high and diverse requirements of
customers, just as the meaning of identity for Biti's brand is "Prestige-Quality,",
building long-term trust for all customers.
2.4. Core Values
During the past 35 years, Bitis has been aiming for sustainable development based on six core
values: credibility, quality change, and improvement. spirit of development Solidarity
promotes the development of the company and contributes to its development, which builds
society.

2.5. SWOT Analysis

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 STRENGTHS
Bitis distinguishes out as a respected Vietnamese
business with a lovely image. Bitis, a footwear
manufacturer founded in 1982, formerly
dominated the home market with traditional
sandal styles popular in the 1970s and 1980s. Is
the largest and most successful firm in the
sector. Bitis has had a long-standing reputation
in Vietnam.
Bitis, a well-established footwear company that
has developed and evolved over the last 33
years, has surmounted several market hurdles
and changes. Today, it is a well-known and
trusted brand, proudly representing Vietnam as a
national brand in the prestigious and high-
quality footwear business.
It is worth noting that Bitis provides high-quality
items at reasonable costs. Bitis is one of the few
companies in the country that has a single price
for all locations.
The Bitis firm gives consumers in remote places
equitable access to their products at low costs,
guaranteeing no differential in quality and
thereby assuring excellent quality for customers.
Bitis goods are also made in accordance with the
ISO 9001:2000 quality management system,
which has been certified by QUACERT and
BVQI. This boosts consumer trust in the quality
of Bitis. Bitis was named one of Vietnam's 200
most powerful businesses in 2006.
During the development process, the corporation
concentrates on creating the product distribution
system by collaborating with agents and local
retailers. To develop the market, the corporation
also encourages export commerce.
Across 64 provinces, there are four commercial
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WEAKNESSES
Failure to appropriately control the behavior
of agents has resulted in ineffective
consumer marketing. Bitis' agency contract
requires agents to display its products on at
least 60% of the shop space. Controlling
these actions, however, becomes difficult
when you have a vast dealer network. This
jeopardizes Bitis's reputation and revenue.
Bitis is now unable to purchase raw materials
aggressively owing to scarcity. Despite rising
demand for a diverse range of high-quality
commodities to fulfill the demands of its
customers, Bitis has considerable hurdles in
acquiring a plentiful supply of natural
components. Although some of these materials
are manufactured locally, they do not fit the
specific needs of the Bitis. As a result, Bitis
imports 60% of its raw materials and produces
40% locally.
Furthermore, the Vietnamese leather shoe
industry has the challenge of not being able
to self-supply the primary source of raw
materials, forcing it to rely on costly imports
from neighboring nations. As a result, raw
material market fluctuations have a
significant impact on the product's pricing.
The shortage of staff is created by a lack of
expertise in creating and interpreting customer
wishes, which causes a lag in reacting to
changing market demands. Even though the
company's operational capacity and competency
have increased in recent years, it still has a long
way to go before attaining the requisite degree
of professionalism. Poor training and
centers, one business center, seven branch
centers, 156 marketing outlets, and
approximately 4,500 agents and merchants. In
the global market, the company's exports to
more than 40 countries have expanded.
Bitis has amassed a solid financial foundation
after more than four decades of operation and
does not require loans to function.
OPPORTUNITIES
Biti's Hunter has the chance to overcome Bitis must update its modern and relevant
Vietnam's golden population period by technology to fulfill the increased demand for
capitalizing on the popular attitude of the X, product quality from customers.
Y, and Z generations, the most notable of
which is the notion of "You only live once."
The emphasis nowadays is on personal
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recruitment methods, as well as a lack of
flexibility, all contribute to this issue, making it
difficult to attract highly skilled and imaginative
employees.
The working attitude of the employees is one
aspect that the organization must address since
the employees lack a feeling of responsibility,
which may be explained by arbitrary resource
distribution and a lack of accountability. Failure
to place the proper individuals in the correct
positions results in an inability to fully use
everyone’s strengths.
In 2010, Vietnam surpassed the United States as
the principal production site for the corporation,
accounting for more than 40% of total shoe
output. In the case of Nike footwear, Vietnam is
reducing the supply chain gap with China. Bitis,
on the other hand, gradually fell out of
popularity because of people's creative thinking
and shifting purchasing patterns.
Bitis' marketing capacity is limited due to
insufficient concentration on this activity. Even
though it stems from a long-standing footwear
brand and people's existing faith in product
quality, the marketing remains unorganized and
frequently lacks methodical and professional
features. The primary marketing channel is
direct to dealers and shops.
THREATS
Consumer trust in Vietnamese products remains
poor, particularly in sports shoes (commonly
known as "sneakers"). Despite being one of the
expression and living with enthusiasm. first firms to actively invest in quality and style,
Specifically, the present population of diversity and new, original, and contemporary
95,802,477 Vietnamese has a "golden designs are limited.
population," with approximately 70% of Bitis will confront substantial challenges in
persons in the working age bracket (15-64). terms of both cost and design in its pricing
This demonstrates that Vietnam is a and models: Shoe companies from China
potentially lucrative market with a strong begin with Biti's Hunter competitor. In terms
emphasis on the home market, which will of price and quality, their products suit the
provide new chances for newly formed expectations of consumers in the
brands in the future years. The market for intermediate category. They are highly
Bitis' footwear rises as the population grows, market sensitive and regularly update their
generating good conditions for rapid sales style; the pricing is modest and ideal for
and product consumption. those with an ordinary income. Furthermore,

Biti's Hunter's advertising campaign is brands such as Bita's, Ligamex, and Vina
intended to capitalize on new technologies shoes are available in the home market.
while also exploiting the psychological traits They are also inexpensive, come in a variety
of today's youth. This enables users to of styles, and are becoming increasingly
swiftly access and update current cultural popular.
and media trends, establishing optimal
conditions for expressing product
personalization and distinctiveness via social
networking sites. Bitis's official website and
association. Businesses may improve their
public image by interacting with customers
through technology.
The government has established trade
policies to help firms by streamlining
administrative processes, lowering payroll
taxes, providing methods to deduct VAT on
raw material purchases, and enhancing
manufacturing efficiency. production to save
time and money.
3. COUNTRY SELECTED

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 3.1. Brief discussion of country’s relevant historical developments
3.1.1. Current Chinese economy
China is a country with great economic potential and is one of the world's largest.

China's gross national product (GNP) ranks fourth in the world, surpassing Britain and
France, just behind the US, Japan, and Germany, so it has great economic potential. China has
the fastest-growing impact in the world, growing from 1979 to 2006 at an average of 9.6% per
year with a total GDP of more than $2.7 trillion (2006). Every year, China exports a huge
amount of goods worth more than $963 billion USD, accounting for more than 11.8% of total
world exports.

In 2022, China's GDP will increase by only 3%, reaching more than 121.020 billion yuan (or
17,950 billion USD). China's GDP could grow by 4.9% in 2023. Morgan Stanley experts put
the figure even higher at 5.7%, and the Chinese economy will start to accelerate after the
quarter. This year, when the epidemic is under control and support policies begin to take
effect, According to Trading Economics [11], GDP in the first quarter of 2023 of the Chinese
economy increased by 1.6% compared to the previous quarter and increased by 3.2% over the
same period in 2022. According to Trading Economics [8], GDP in the second quarter In
2023, the Chinese economy grew by 1.5% compared to the first quarter of 2023 and by 5.8%
over the same period in 2022.

The success of China's economy is explained by low labor costs. In this country, the labor cost
is only 5% compared to that in the US, so China can be strong in industries that use a lot of
workers and require a lot of simple labor, such as sewing, shoes, etc. Currently, China is the
world's largest footwear exporter.

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China has abundant investment from Chinese investors in neighboring territories such as
Hong Kong, Taiwan, Singapore, and some other countries. After joining the WTO, China's
foreign trade environment was more favorable, and foreign enterprises boldly invested in
many modern production lines and exported them to the international market at very cheap
prices.

China is really a huge market, and there are many gaps for businesses to fill.

3.1.2. China and Vietnam Collaboration

January 18, 1950, has entered the history of Vietnam-CChina relations as an important
milestone. Not long after its establishment, the People's Republic of China was the first
country in the world to establish diplomatic relations with the Democratic Republic of
Vietnam (now the Socialist Republic of Vietnam). From 1991 up to now, Vietnam-CChina
relations have developed extensively in all fields, from politics and economy to culture,
security, and defense. High-level exchanges and contacts are maintained regularly in many
flexible forms.

The two sides have determined to develop the two countries' relations under the motto of
"friendly neighborliness, comprehensive cooperation, long-term stability, looking to the
future" (1999) and the spirit of "good neighbors, good friends, good comrades, good partners"
(2005).

From 2004 to now, China has been Vietnam's largest trading partner for many consecutive
years, with bilateral trade turnover maintaining a strong growth rate. China is currently
Vietnam's second-largest export market in the world, after the United States.

In 2018, the bilateral trade turnover between Vietnam and China reached 106.7 billion USD,
an increase of more than 3,300 times compared to 1991. In the first 11 months of 2019, the
total import and export turnover of Vietnam and China reached $105 billion, up 8.71% over
the same period in 2018. As of the end of November 2019, China had 2,739 direct investment
projects in Vietnam with a total capital of $16.1 billion, ranking 7th among them. 132
countries and territories invest in Vietnam. In 2021, the total trade turnover between China
and Vietnam will be more than 230 billion USD. In 2022, despite the impact of the epidemic,
according to Chinese statistics, trade turnover by the end of November 2022 will reach 210
billion USD.

3.2. The National Business Environment

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 3.2.1. People
China's total population will reach 1.41175 by the end of 2022, down from 1.41260 billion a
year earlier, according to data released by the National Bureau of Statistics of China on
January 17. China's 2022 birth rate is 6.77 births per 1,000 people, a decrease of 0.75 percent
from the 2021 birth rate. The lowest birth rate ever recorded in China The 2022 death rate is
7.37 deaths per 1,000 people, 0.19 percent higher than in 2021. China also faces a gender
imbalance in population structure, as data from the State Bureau of Statistics of China shows.
found that, by the end of 2022, there will be a total of 722.06 million men and 689.69 million
women in the total population, or 32.37 million more men than women. Many men can't find
a partner and can't have children. The percentage of women who don't have children increases
rapidly, from 6.1% in 2015 to nearly 10% in 2020. The level of women's willingness to have
children in their age range Fertility continues to decline, especially among women of the 9X
and 2K generations.

An estimated 30–50% of kindergartens operating at the beginning of the decade will be shut
down by 2020 due to a drop in student numbers, according to a report released by the
Sunglory Education Research Institute in Beijing in 2016.

3.2.2. Government
China, formally the People's Republic of China, is a one-party communist dictatorship ruled
by the Communist Party of China (CPC). Furthermore, the Civil Service of the People's
Republic of China is the conventional Chinese government administrative structure that spans
all levels of daily business in China. Civil servants are chosen through a competitive process.
China's foreign investment legislation framework has experienced major modifications in
recent years. The enactment of the Foreign Investment Law (FIL) in 2019, which replaced the
laws and regulations that had regulated foreign investment in China for four decades, was a
significant milestone. This article begins with a political economics study to assess the
significance of internal and external forces influencing developments. The FIL is then
discussed in detail, revealing how it is intended to provide a free, stable, fair, transparent, and
responsible framework for investment promotion and protection foreign.

According to data published in China CDC Weekly, the official journal of the Chinese Center
for Disease Control and Prevention, China's five- to 14-year-old child suicide rate climbed
from roughly 0.2 to 0.8 per 100,000 between 2010 and 2021. The survey also discovered that
between 2010 and 2017, the suicide rate among Chinese teenagers aged 15 to 24 declined by

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6.8% each year. However, the suicide rate among young Chinese nationals will rise to 19.6%
in 2021, according to the most recent data, to expand the health-care network. These projects
are intended for both urban and rural communities. residents via the appropriate program to
make health care more accessible to all Chinese. The Ministry of Internal Affairs, the Ministry
of Personnel and Social Security, and the National Health and Family Commission oversee
China's healthcare programs, which are delivered through a network of over 16,000 facilities.

3.2.3. Geography
China is a country in East Asia. The land has a total area of 9,562,910 km2 (4 mi2) and a total
coastline of 14,500 km (9,009.9 mi). This land area is only slightly smaller than the United
States. Thus, China is the largest country in Asia and the fourth largest in the world. More
than half of the residents (63%) live in cities.

China is divided into several geographical regions over its exceptionally large area. The
average altitude is 1840 meters above sea level. The highest mountain, Mount Everest, is
8,848 meters high. The country has about 5,000 uninhabited islands. There are direct national
borders with 15 neighboring countries: Afghanistan, Bhutan, Burma, Hong Kong, India,
Kazakhstan, North Korea, Kyrgyzstan, Laos, Macao, Mongolia, Pakistan, Russia, Tajikistan,
and Vietnam. The distance between New York City and Beijing is approximately 11,000
kilometers (6,835 miles). In 2022, China experienced 16.4 days with an average temperature
above 35 degrees Celsius—the hottest days in a year since 1961. Statistical data from the
China Meteorological Administration, published today, January 9, shows that the average
temperature in this country last year was 10.5 degrees Celsius, just behind the average
temperature recorded in 2021. Also, according to the NCC, the average number of days with
the highest temperature of 35 degrees Celsius or more in a day is 14.3 days, a record high
since 1961 and 6.3 days more than the same period in previous years. Besides, 366 national
meteorological stations in Vietnam and China reported temperatures equal to or exceeding the
previous record high. A total of 15 stations recorded temperatures of up to 44 degrees Celsius.
The center also reported that average rainfall across the country fell to its second-lowest level
in the same period since 1961.

3.3. Market and Size Potential

3.3.1. Economy
China's National Bureau of Statistics (NBS) released data showing that the country's gross
domestic product (GDP) reached 4.5% in the first quarter of 2023, higher than the world

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forecast. expert is 4%. This is also the country's highest growth rate since the first quarter of
2022.

China's economy grew strongly as other countries around the globe faced slow growth as
central banks raised interest rates to curb inflation. China's GDP recorded an increase of 4.5%
in the first quarter of 2023 compared to the same period last year. Compared to the fourth
quarter of 2022, China's economy grew by 2.2%. Previously, the country's GDP increased by
2.9% in the fourth quarter of 2022 compared to the same period a year earlier. China's retail
sales grew by 10.6% in March, the highest increase since June 2021 and far exceeding the
forecast of 7.4% thanks to transactions, according to statistics. online increased sharply.
Besides, investment in fixed assets in the first 3 months of the year grew weaker than forecast,
recording an increase of 5.1% over the same period last year. Meanwhile, industrial output in
March increased by 3.9%, lower than analysts' expectations of 4%. China's service sector also
increased by 5.4% in the last quarter, while the service manufacturing index also increased by
9.2%, led by accommodation, food and beverage services, and information technology. The
unemployment rate as of the end of March fell to 5.3%, 0.2% lower than the previous
forecast. However, this is still 5% higher than the pre-COVID-19 average.

In 2022, China's GDP will record 3% growth, much lower than Beijing's target of 5.5%.
Economists warn that the recovery of China's economy will take longer than expected. In
2023, the Chinese government lowered the growth target to 5%. This will be a more potent
opportunity for Biti's to invest because this market still retains price stability, people have not
been affected much by international disputes, and there have not been many changes in
people's behavior and consumption.

3.3.2. Media & Technology

Kantar's social media report shows that Chinese people are generally satisfied with the
changes brought about by social media. WeChat continues to dominate; however, the growth
rate has slowed markedly. Despite the growing number of daily users and WeChat usage, the
app's popularity among 18- to 25-year-olds is decreasing slightly, according to Kantar
research. Weibo's penetration rate has increased significantly and is increasingly influencing
the younger generation. The most used Chinese social network Among the Chinese
applications, it is impossible not to mention Weibo, the most famous Chinese social network.
Every month, about 500 million people log in and use this social network. The growth of
social media is showing signs of heating up among older age groups. Chinese social media

10
users don't necessarily go out often; they prefer to stay at home if nothing special happens.
Inner Beauty is more interested in this community, and they are more and more enthusiastic
about participating in charity activities. Social media is not just apps like WeChat, Weibo, QQ,
and Momo but also includes social features like video, news, e-commerce, etc. Mango TV and
Ho TV stations video viewing app Nam is expanding very quickly among young users.

3.3.3. Infrastructure
The Chinese government spends about $1.8 trillion on infrastructure. About two-thirds of
China's regions have announced spending plans for major projects this year, typically
transport infrastructure projects, energy production, and industrial parks, with a total of more
than 12.200 billion yuan (equivalent to 1.8 trillion USD), according to aggregated data from
Bloomberg. This spending increased by 17% compared to last year. In 2023, China's
provinces were granted a quota of 3.8 trillion-yuan worth of special bonds sold mainly for
infrastructure projects, less than they sold last year, meaning that they will need to tap into
other sources of capital to achieve their goals of promoting infrastructure as well as growth.

3.4. Competitive Environment

3.1.3. Competitive Rivalry

International competitors
Nike is the world's leading supplier of athletic shoes and apparel. Nike's
predecessor is Blue Ribbon Sports Company, founded by Phil Knight in
1964. The products from this brand always show a stylish, unique, and
diverse fashion style that is popular with consumers. favored by children.
Nike currently has many subsidiaries spread around the world. Along with
the famous Nike brand, Nike also owns many other famous brands such
as: Cole Haan, Converse Inc., Hurley, LLC, Nike Gold.
Nike
In 1972, Nike was the first international sports brand to see the huge
potential of the Chinese market. As early as 1980, Beijing established
Nike's production liaison office.
By the 1990s, China had implemented economic reforms and opened
shops, creating more favorable conditions for foreign companies to expand
their businesses in the country. Since then, Nike has promoted the brand
promotion and opened retail stores in major cities of China
Adidas Adidas is a multinational company from Germany. The predecessor of the
company was Gebruder Dassler Schuhfabrik.
The main products of the Adidas brand include shoes, clothing, hats,
socks, sports bags. The advantage of Adidas brand products is that they are
always made from the best materials and designed with meticulous,
discreet, and sophisticated designs. Each seam gives the user a feeling of
comfort and ease.
In 1997, Adidas officially entered the Chinese market. Today, Adidas has
become one of the leading footwear brands in China and is present in
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 many stores and malls across the country.
Bata is the world's largest and largest chained shoe company, part of the
Czech Bata Footwear group founded in 1894 by Tomas Bata. After that,
Bata quickly became known as a high-quality shoe brand with a simple
design, light weight, and low price.
Bata has always adhered to the concept of shoe manufacturing that
combines tradition and innovation, among them the breathable, anti-static,
ultra-soft and shock-absorbing lines from the Italian R&D center offer
comfortable shoes. comfort and high quality for global consumers and is
committed to finding comfort in every foot a suitable shoe.
Bata
In 2004, the Brand entered the Chinese market. Bata has always adhered
to the enduring value and taste of its international brand, and is committed
to creating comfortable, fashionable, and high-end casual business shoes
that cater to the mainstream of the company. The era is gradually entering
China. Whether it is an elegant and steady business line or a dynamic and
fashionable leisure line, Bata will always show its unique brand appeal
and best suit the trendy urban people, who pursue sophistication and
quality. Thereby, Bata can satisfy one million customers every day and
every continent has set foot in Bata's footprint.

Domestic competitors
Anta is one of the best quality Chinese domestic shoe brands today,
founded in 1994 by Ding Shi Zhong.
Each of Anta's products fully meets the requirements of quality standards,
to give users the most comfort and convenience when traveling. Thanks to
Anta advanced and modern European-style production technology and
technological innovation in each stage of production, along with a great
business strategy and dynamic and youthful style, the Chinese Anta brand
has been quickly attracted many customers, going beyond the Chinese
domestic market and directly into the international market
Belle is New Belle Shoes’ leading women's shoe brand in terms of sales in
China. Founded in 1991, Belle performs the main tasks of manufacturing,
distributing, and retailing footwear products from simple, elegant to
sophisticated. Belle's products always bring a modern personality, suitable
for young and dynamic girls of the new generation.
Belle
At the same time, Belle also owns several major footwear brands in China,
including Belle, Staccato, Joy & Peace, Millie, Jipijapa, etc.; and
distributes footwear under licensed brands of Bata, Caterpillar, Clarks, etc.
It can be affirmed that Belle is a notable name in the footwear industry and
fashion in general in China.
Li Ning is one of the famous Chinese domestic shoe brands under Li Ning
company and one of the leading global sports shoe brands, representing
China.
Most footwear products are directly designed, manufactured, and
Li Ning
distributed by the company. Li-Ning's products are very diverse such as
sports shoes used for volleyball, football, basketball, running, etc. Besides,
there are also models of shoes used for entertainment purposes, clothing
production, etc. accessories to meet the needs of all subjects.
12
 3.1.4. Threats of New Entrants
The largest shoe producing country in the world: With a population of more than 1.4 billion,
China's potential for consumption of consumer goods in general and footwear in particular is
huge. According to the results of a large-scale survey by the Hong Kong Leather and
Footwear Association (conducted in the main population clusters of most major Chinese
cities), on average, each person surveyed owns 4.2 pairs. That is quite a high rate and there is
still room for it to increase in the future as people's incomes improve. According to the
association's survey, the Chinese footwear consumption market has exceeded 2 billion
pairs/year and accounts for more than 60% of the world's total footwear output.

Unsurpassed and continuously changing technology: China, a developing economy, stands out
for its mid-level and most advanced technology globally. In areas where China has an
advantage, such as the footwear industry, its technical level is even more powerful. At the
same time, as China is the world's largest footwear exporter, the relevant technology is
continuously improved to meet the increasingly high-end consumer.

The development of ancillary industries: In the field of leather footwear manufacturing, this
industry in China has emerged with the support of a strongly developed industrial economy.
What is particularly striking here is the tanning industry, where China has proven to be
dominant in the domestic and international markets. The reason for this promotion can be
found from the strong development of China's supporting industry, especially the leather
material industry. This has created a favorable situation, and at the same time other countries
must rely heavily on importing raw materials from China, which makes it difficult to compete
on price with products from China.

Wide range of products, attractive designs: Although there is an assessment of the low quality
of Chinese goods, however, products showing Chinese craftsmanship are still rich and diverse
with many different types of products. different designs. This diversity stems not only from
research efforts but also from being flexible in learning and changing according to existing
models in the market. Every time a new product appears on the market, the Chinese can
relatively quickly create a similar version of the design and bring it to market.

3.1.5. Threats of Substitute

With the abundance of shoe brands in China, Biti's will face fierce competition from many
strong competitors, and often cannot make decisions as soon as a problem arises. In addition,

13
there are various factors such as weather, price level, fashion trends, and even country of
origin, all of which are obstacles for the brand to compete with its competitors.

3.1.6. Bargaining power of suppliers

Suppliers can inflate product prices, cut quality, and offer lower quality products. For the most
part, the finished parts of the shoe are imported from the manufacturing countries. Therefore,
Biti's in China will not be able to influence the management of production costs. This
potential impact could have a direct impact on business, including loss of customers due to
unsatisfactory quality, leading to a decline in reputation in the industry. Not being able to sell
the product can reduce profits and not guarantee revenue. The influence of suppliers emerges
strongly in the following situations: the product they supply has a low likelihood of being
substituted, there are few firms able to offer the same product as the present one, or A
situation of one seller and many buyers can pose a risk of shortages. In addition, switching
suppliers can be expensive and difficult for businesses, especially when suppliers are able to
cooperate with each other.

3.1.7. Bargaining power of customers

Currently, customer demands are constantly increasing, driving companies to continuously
produce, innovate and implement new technologies. Customers are always looking for
products that meet high standards of quality, attractive and distinctive designs, with the goal
of maximizing their desires. In the case of increased influence of customers, the relationship
between them and the manufacturing industry turns into a market with a large disparity
between the number of suppliers and the number of buyers. As a result, customers can impose
prices to their advantage, and push competitors into competition with each other. If pressure
from customers increases, businesses in the industry are forced to reduce prices, affecting the
profits of the whole industry.

Especially in the Chinese market, a country with many mid- to high-end shoe brands, this
diversity creates a fiercely competitive environment. Therefore, if the price of the current
product is too high, the possibility of customers switching to cheaper alternatives is quite
large.

4. ENTRY MODE SELECTION

In 1994, Biti's officially entered the Chinese market. Initially, Biti's penetrated the Chinese
market through manufacturing products in Vietnam and indirectly exporting products through
Chinese traders, with the aim of exploring the tastes of consumers in the market.
14
  Pros: With experienced traders, they will know where to sell their products well and
will focus on investing. Therefore, Biti's has taken advantage of the conditions to take
advantage of the capacity, market understanding, and service quality of the
intermediary company while still having the right to decide on pricing policy, sales
conditions, advertising, and Trademark name has been registered in time.
 Cons: Because counterfeit goods are so common in the Chinese market,
establishments in this country seem to be able to immediately imitate all designs and
models on the market.

After identifying the target of the Chinese market and gaining certain experiences, Biti's
gradually switched to direct export. With this method, Biti's organizes a system of distribution
centers in big cities, these centers combine with local retailers, and they distribute to
consumers, so the spread will be stronger.

 Pros: Helping customers save time and can buy products immediately, because goods
will be distributed and stored at stores.
 Cons: Must manage the entire distribution system in China and require reliable human
resources to do the management.
5. TARGET MARKET
5.1. Segmentation

Segment 1 Segment 2 Segment 3

Geographic Urban and Rural areas in China

Demographic Age 15 to 20 years old 21 to 30 years 31 to 45 years old

old

Gender Male and Female

Occupation Student Student, Office Office worker

worker, Athlete

Income Most have not Middle - High Middle - High

earned their own
money and must
depend on their

15
 family's economy.
Or low income.

Psychographic Lifestyle Love things that Love things that Want high
are new, creative, are new, durability and
dynamic, and creative, ensure solemnity,
suitable for dynamic and elegance
personal style show their
position

Behavioral Benefits Protect the feet, be Protect the feet, Protect the feet,
fashionable be convenient want high
and comfortable durability,
when working solemnity, elegance
and be convenient
and comfortable
when working

Usage rate High - Middle High - Middle Low - Middle

Loyalty Often Usually Rarely

status

6. ANY CRITICAL EXTERNAL ENVIRONMENT ISSUES NOT COVERED IN THE

COUNTRY SELECTION DISCUSSION
6.1. Economy of China
In 2020, the COVID-19 epidemic caused the Chinese economy to shrink sharply for the first
time since the 1970s of the twentieth century. If China's economic growth only reached 6.1%
(in 2019), hitting the lowest level in 29 years (1990–2019), the sudden outbreak of the
COVID-19 epidemic has added another blow. hit the country's economy, causing China's GDP
growth to drop to a record low, estimated at only 4% of GDP (first quarter of 2020), compared
to the growth rate of 6.4% in the same period in 2019 and expected to continue to decline.

In the same year, COVID-19 caused a sharp drop in industrial output. According to the
National Bureau of Statistics (NBS) assessment, China's industrial output decreased by
15.7%, while investment decreased by 31.5% (February 2020). This is the sharpest decline in

16
industrial output in 30 years (1990–2020). Retail sales fell 20.5% in the same period,
compared with a forecast of 4%. Fixed asset investment also fell 24.5%, compared with a 2%
forecast. The unemployment rate rose to a record 6.2%.

Aviation and tourism services suffered heavy losses. A series of airlines inside and outside
China have had to drastically reduce their transport capacity. Domestic airlines cut 10.4
million seats on domestic flights. The total number of passengers in China's aviation industry
in February decreased by 84.5% (to 8.34 million) compared to the same period in 2019. The
International Monetary Fund (IMF) assessed that the COVID-19 epidemic caused the Chinese
tourism industry to lose 900 billion yuan (January and February 2020).

According to economic statistics released by the State Bureau of Statistics of China on July
17, the Chinese market has gradually recovered. Specifically, GDP in the first half of 2023
reached 59,303.4 billion yuan, up 5.5%, of which the first quarter increased by 4.5% and the
second quarter increased by 6.3% over the same period last year.

6.2. Consumption trends of Chinese people

Since the pandemic, there has been a big change in consumption trends as young people in
this billion-populated country are no longer too fond of going to restaurants or using branded
goods and are switching to saving more. Posts about saving money, or a minimalist lifestyle
have attracted a lot of attention on social networks. In this country, the average savings of 18-
to 34-year-olds has increased sharply in the last two years in the context of China tightening
disease control and tightening the labor market. These conditions have prompted many young
people to turn to savings for more financial security in the future. However, this could also
have a big impact on domestic consumption. Once the largest luxury goods consumer market
in the world, now that the trend of the rich buying second-hand luxury goods has increased
sharply, young people have reduced their restaurants and gone online to buy food for home
delivery. But many restaurants have difficulty closing; instead of traveling far, they choose to
travel locally to save money.

Until 2023, according to the Deloitte China Consumer Survey, 41% of respondents cited "I
only buy what I really need" as one of the top three consumer mindsets.

17
Price sensitivity is also higher than ever before, with consumers investing time in careful
research and price comparison before purchasing a product to get the best deals. 36% of
respondents said they enjoy "looking for brands and products with the best cost-
effectiveness", and around 60% would proactively search for discounts or promotional
coupons before shopping.

With only 14% of respondents buying things for "aesthetically pleasing" reasons, the data
firmly shows that rationality and pragmaticism are becoming the dominant consumer mindset
in China.

18
Gen Z, the group of people born between 1995 and 2010, nearly reached 340 million in 2022,
making up about 24% of China’s population. They spend a lot of time on the Internet.
According to QuestMobile research, Gen Zs spend on average 7.2 hours online per day,
compared to 6.7 hours per day for overall users, so it’s no surprise they favor online shopping
over their predecessors.

7. MARKETING OBJECTIVES
Compared to domestic brands and other international brands operating in the Chinese market,
Bitis is still considered a new brand, so Bitis's top goal is to increase customer awareness so
that customers know more about the products of Bitis. Then proceed to promote product
consumption and increase market share in this country.

 1st year: Increasing customer awareness to 21%, product sales to 80,000 products.
Expected profit: 13 243.37 PHP (220000 USD)/ year.
 2nd year: Increasing customer awareness to 36%, product sales to 110,000 products.
Expected profit: 19 890.23PHP (395000 USD)/ year.
 3rd year: Increasing customer awareness to 50%, product sales to 170,000 products.
Expected profit: 26 486.73 PHP (526000 USD)/ year.
8. MARKETING STRATEGIES
8.1. Product Strategies
8.1.1. Meaning of brand’s name “Biti’s”

19
The name Biti's originates from the name of Binh Tien consumer goods company, which is
minimalistic by using the first two symbols of the two words "Binh Tien" as "Bi" and "Ti".
Understood to be owned by Binh Tien "Biti's" with 2 simple syllables, however, it is still
groundbreaking and unique to help customers easily identify and access their subconscious.

8.1.2. Logo design

The designer chose the dot in the first letter I to bear a semicircle symbolizing the simulation
of the half circle of the sun to create sincerity, good and evil, and harmony. The dot of the
second I represent the rising sun symbolizing the road to success. The Bitis logo is designed
with two colors blue and red, in which blue represents youthful dynamism, perseverance and
hope, and red represents an optimistic and strong spirit like the national flag.

8.1.3. Product quality

Biti's beautiful shoe manufacturing technology is imported from Korea and Taiwan's modern
technology using materials such as Eva PU, fabrics, and synthetic leather. The strap is crafted
from a variety of materials such as faux leather mesh foam and stretch fabric with intricate
details for durability and comfort. The shoe features a premium synthetic leather upper with
durability and good weight that makes it easy to dry and clean when soiled. Its construction
incorporates breathable Air Mesh. The sole is mainly made of PU (Poly Urethane EVA rubber
(Ethyl Vinyl Chloride and porous material) along with the grooved footbed to create a great
and safe experience for the user. Through advanced cold-gluing technology. Sports shoes are
made from a variety of materials such as foam, simile leather and elastic mesh. Especially, the
heel is lined with shaped plastic sheet to ensure that the collar is always stable without
collapsing or wrinkling, creating a feeling of lightness. for feet and avoid burning pain after
using for a long time. In addition, the tongue of the shoe is also equipped with a "geo" to
thread through the support to ensure stability and convenience in use. Create a neat form that
hugs the leg well.
20
 8.1.4. Product line
 Hunter
 Sandals
 Sport shoes
 Running Shoes
 Soccer Shoes
8.1.5. Product goal

After registration and trademark protection, Bitis continued to implement the strategy of
entering the Chinese market by creating an effective marketing campaign. The company
focuses on building a strong brand identity and building trust among Chinese consumers.

Bitis Company in the Chinese market not only competes with domestic Chinese
manufacturers, but also faces stiff competition from big players such as Nike Adidas and
famous Italian leather shoe brands, America. To avoid direct competition and maximize
advantages, Biti's offers unique and diverse products that differentiate them from their
Chinese counterparts in terms of design and style. On the other hand, Bitis produces a wide
range of products suitable for hot seasons, unlike Chinese companies that mainly focus on
producing products for cold weather, ignoring this niche that Bitis can take advantage of. by
introducing its own products.

The company has specifically focused on creating fashionable shoes and sandals in a variety
of colors to give the product a distinct style. The models are designed according to the latest
catalogs of the leading footwear brands in the world and are suitable for all ages. Thanks to
the use of embroidery and screen-printing techniques, Bitis has created a variety of designs
for its products.

Bitis entering this market with abundant rubber resources, stable quality and reasonable price
is attracting the interest of Chinese consumers who tend to shop and are easily attracted by
products. unique news. According to Ms. Lai Khiem, “Chinese people walk a lot, so they
always need to keep their feet comfortable and relaxed, which is what Bitis can bring.

8.2. Price Strategies

This brand has hit the psychology of consumers when it has reputable quality products with a
relatively soft and reasonable price. To make consumers feel secure, they do not have to
worry about paying the price, buying the wrong one, or buying the wrong one. Bitis applies

21
the "one price" policy and creates good effects for both domestic and foreign markets. Bitis's
one-price policy ensures that all their products are sold at the same price regardless of
geographical location or source of purchase, which helps to ensure fairness and garner trust
from customers. customers and avoid unfair competition between agents or distribution
channels. This price is maintained stably to help Bitis build a strong and professional brand
image. Customers are assured of the quality and value of Bitis products regardless of the point
of sale. This is an important factor in building trust and loyalty from customers, thereby
expanding market share and achieving profits higher.

8.2.1. Product price

Product Selling price (CNY) Selling price (VND)

Biti's Hunter 199 - 399 580.000 - 1.190.000

Biti's Hunter Lite 199 - 349 580.000 - 950.000

Biti's Hunter X 299 - 499 870.000 - 1.490.000

Biti's Hunter Sandal 299 - 399 870.000 - 1.490.000

Biti's Hunter Mid 299 - 499 870.000 - 1.190.000

Biti's Hunter Slip-On 249 - 399 710.000 - 1.190.000

Biti's Hunter Liteknit 299 - 399 870.000 - 1.190.000

Biti's Hunter Kids 199 - 299 580.000 - 870.000

Biti's Hunter Junior 249 - 399 710.000 - 1.190.000

The selling price of Bitis products is usually lower in the Chinese market than in Vietnam due
to factors such as shipping costs and high import taxes when products from China are
imported into Vietnam. Besides, Bitis distributors in China often apply more attractive
discounts and promotions than distributors in Vietnam.

8.2.2. Various types of discounts available

22
Bitis discount codes are often offered in promotional campaigns or on Biti's official website.
Customers can find discount codes on the Bitis website or through other communication
channels such as social networks, email, or messages.

When finding a discount code, customers can apply this code during online payment or when
buying at Bitis store. The use of discount codes will help customers save a significant amount
of money during the shopping process.

In addition, Bitis may also have other promotions such as volume discounts for volunteers or
students and many other programs for a limited time. This helps to bring more shopping
opportunities at lower prices to customers.

Besides, Bitis also has official stores on some major e-commerce platforms such as
Taobao.com..., where customers can make convenient purchases to save costs because of
these platforms. is competing fiercely with many discount promotions, reducing shipping fees
to benefit customers.

8.2.3. Compare prices with competitors

Bitis Hunter stands out from other Chinese domestic brands for its high quality and
reasonable price, which helps to compete directly with Chinese sportswear brands.

When comparing Bitis with Anta, experts believe that Bitis Hunter offers slightly better
quality and style, while also being more affordable, giving Chinese consumers more options
when it comes to choosing shoes. sport.

Comparing Bitis Hunter with the famous brand Lining we can see that Lining is superior in
quality and design to Bitis Hunter, however this means that the price of Lining is also a bit
higher. So, when buying, consumers can choose the product that suits their pocket and
personal requirements.

8.3. Distribution Strategies

Biti's has achieved success both in the domestic market and the Chinese market thanks to its
"broad and deep" strategic approach. One of their key success factors is their transparent
distribution system in partnership with local retailers. Their distribution network is well
organized with distribution centers in major cities partnering with local retailers to bring their
products directly to consumers, thereby creating a presence in the market. stronger presence in
the market.

23
Researching to come up with distribution strategies is very important and inevitable in
entering new markets, especially a billion-people market like China. According to the study,
the eastern provinces of China have a more developed economy than the western and southern
provinces in terms of both transportation and economic terms, they have a lower standard of
living but the demand for high products of very high quality. Therefore, Biti's can choose to
enter this potential market to come up with a distribution strategy for its quality products.
Currently, Biti's has set up representative offices in Hakou with 20 total sales, more than 350
agents and has also registered for trademark protection in this market such as Trung Khanh,
Yunnan, and Guangxi. Guangdong, Fujian, Hubei and even bustling economic areas such as
Beijing and Shanghai, ...

Port selection and shipping method:

 Finished Biti's products will be brought to the seaport and loaded into containers to be
transported to Shanghai as well as Lao Cai port to access the Southwest China market.
 Choosing a seaport with low freight rates is also an advantage for businesses that can
save costs for businesses. Therefore, Biti's will choose to transport export products
from Cat Lai port, District 2, Ho Chi Minh City to Shanghai port and Lao Cai port,
China with transit time ranging from 9-11 days and freight charges. shipping container
is 2 USD/CONT 20.”

Pack: Biti's products will be carefully packed during transportation to ensure that the
products delivered to customers are of the highest quality and intact. Products will be
carefully wrapped with bubble foam to avoid impact, then put into 5-layer cartons, helping to
avoid cases of goods being melted or deformed. Not only that, on each product or box, there
will be shipping stamps of the company, recipient information, necessary notes to avoid lost
or damaged products.

Necessary documents:

 The company needs various documents when exporting to China, including

commercial bill of lading, packing list, sales contract, proforma invoice, certificate of
origin signed by the local AES chamber of commerce. submit customs declarations
and insurance contracts.
 Specialized documents such as import quota certificates for common items may also
be required (if an import permit is available (if there is an inspection certificate

24
 supervised by the General Department of Inspection and Quarantine). Quality
(AQSIQ) or local office (if applicable) as well as any other quality or safety permits.
 The Chinese importer will be responsible for collecting the necessary documents to
import the goods and submitting them to China Customs.

Traditional distribution: Retail stores: Biti's distribution systems are carefully selected. In
the economic center cities such as Shanghai or Beijing, Trung Khanh, and in the Southwest -
Southwest region at major commercial centers such as Walmart, Target...Retail stores will be
direct. Pick up at these centers. The above regions have a large market share in China due to
the buying habits of Chinese consumers (Buy directly, have ample space or parking, flexible
shopping hours and customer care at store or point of sale). This makes it easy for Biti's to
make statistics of revenue and expenditure as well as to easily manage stores as well as detect
causes and find effective solutions when there are problems.

Distribution of products through intermediaries: Biti's will seek out local wholesalers in
major Chinese cities to tap into a diverse distribution network that connects directly with local
retailers. This approach streamlines the brand's product distribution process. The partnership
will be established with qualified partners who demonstrate such characteristics as a solid
reputation, strong product sales, etc. After that, Biti's will formalize the agreements and sign
the contract.

Online distribution: Biti products will also be accessible through various e-commerce
platforms, including Alibaba, Taobao, Tmall, JD and others. According to statistical data in
2022, China has miraculously accelerated to account for 42% of the e-commerce market,
becoming the number 1 e-commerce market in the world. In 2018, China's Ministry of
Commerce announced that e-commerce sales reached 7.18 trillion yuan (equivalent to 1.149
trillion USD), marking a 35% increase from 5. 43 billion yuan ($869 billion) of 2017. It is
noteworthy that, with this result, China has surpassed the United States to become the second
largest e-commerce market globally, both in terms of sales and revenue. numbers and growth
rates.

However, Biti's products face some challenges compared to competitors in the distribution
channel. Notably, Biti's is a new member to this market, so its ability to penetrate the Chinese
market is still limited. The brand currently lacks a comprehensive and extensive distribution
network, which limits its ability to offer products widely at various points of sale. The result is
a relatively lower degree of distribution. Biti's competitors in general have strong positions
25
with comprehensive distribution systems and strong financial resources, contributing to the
development and enhancement of their distribution channels.

8.4. Promotion Strategies

Banner: Place banners strategically in busy locations or in elevated positions to attract the
attention of passersby. Website, consider placing banners in specialized footwear and fashion
magazines.

Influencer Marketing: Coordinate with Key Opinion Leaders (KOL) to introduce the brand.
Attracting Chinese celebrities or influencers, as well as Vietnamese individuals residing in
China (ChiPu participated in the reality show which gained popularity from the youth of the
country of billions of people). Collaborate with Key Opinion Consumers (KOCs) to evaluate
and experience products (Encourage customer feedback at Biti's sales pages). This not only
drives purchases, but also fosters trust and gives customers a more authentic view through the
eyes of the KOC.

Social Media Marketing: Create compelling images and share information about Biti's
Hunter products. Post pictures from Biti's Hunter website, promotions, and sales locations on
social media platforms like Fanta Biti's Hunter China on Weibo, Tencent QQ and prominent e-
commerce platforms like Taobao, Amazon or Alibaba. Take advantage of the popularity of
social media, the most popular online activity in China. Promote special offers on owned
media, including the company website. Plan to publish in newspapers such as Toutiao, China
News, Baidu News and related fashion and footwear groups. Keep media platforms engaging
by sharing engaging and helpful stories about products or brand-related content to stimulate
word of mouth (WOM).

Personal Selling:

 Samples: Set up booths in commercial centers, crowded areas, and areas where many
Vietnamese people live. Provide information about Biti's products and let customers
try them.
 Trade fairs: Promote participation in fashion fairs to introduce domestic brands to the
international market and access the Chinese market. Participating in fairs will be good
opportunities for promoting the brand to Chinese consumers as well as potential new
partners for Biti's, such as the one in Kunming held in August. yearly.

26
Direct Marketing: Send a brief introductory email containing details about the company's
history, products, quality certifications, manufacturing capabilities, and design. Attach photos
of Biti's Hunter products to attract customers' attention.

Sale Promotion:

 Take advantage of various Chinese e-commerce holidays for promotion.

 Premiums: Get free items like socks or shoelaces when you shop at Biti's Hunter.
 Coupons: offer discount codes on specific holidays.
 Sweepstakes: Holds sweepstakes for customers who purchase Biti's Hunter products,
giving them a chance to win.
 Loyalty program: Offer a loyalty card to get a discount after reaching a certain number
of purchases (Classic, VIP, SVIP cards). Get various services such as free name
engraving or free design.
 Trade oriented promotion: Contest: organize KPI contests for retailers. The winning
retailers will have a percentage discount on subsequent purchases.
9. FINAL RECOMMENDATIONS, EVALUATION, MEASUREMENT AND
CONTROL
9.1. Recommendations
Before conducting business in a new market, it is very important to thoroughly research the
market, find out the opportunities and challenges that the business will have to face, and
research Understand the strengths and weaknesses that the business needs to overcome.
Conducting research is not only in the new stage of market entry but should be conducted
throughout the course of business operations of the enterprise having made appropriate
business decisions, and not being passive before all possible situations. To succeed in this
business strategy in this market, Biti's needs to have an effective breakthrough, which is to
launch a new unique product line with many modern features and designs, has relative quality
but really attracts consumers. The next step will be the preparation step to launch this product
line to the market, which requires businesses to build a completely new business strategy to
get rid of the old mindset of making full use of their strengths. Overcome weaknesses to face
a new challenge. The first step to penetrate the market with an epic campaign: building a
marketing strategy, a brand strategy to promote new products with a new brand that has been
registered for trademark protection. Build an exclusive distribution network covering the
entire Chinese market to bring products to your target customers. The trademark registration

27
must not be delayed, the registration of trademark protection will help businesses avoid many
unnecessary troubles.

Office employees are the key purchasers of leather shoes, and they are emphasizing footwear
design and aesthetics. Men and women have varied shoe-buying criteria, with men prefer
traditional designs and women preferring contemporary fashions. Analyses support the widely
held belief that women own more pairs of shoes than males. In 2021, China produced 3.52
billion pairs of leather shoes and boots, a 0.5% decline year on year.

Casual sports shoes, professional training shoes, and professional sports shoes are the three
types of sports shoes. Sports shoes, on the other hand, are becoming increasingly popular. The
reason for this is that sports activities are getting increasingly popular, and people's interest in
personal fitness is growing. Participation in sports is also encouraged by the national fitness
plan (2021-2025) and associated government measures.

For many Chinese clients, the concept of 'leisure' is becoming increasingly important, and the
leisure shoe sector is rapidly developing. Style and comfort are the two most important selling
points in the industry. Leisure shoe customers are often between the ages of 18 and 45 and are
mostly students and office workers. They have higher brand and originality expectations than
the average shoe buyer. In 2021, leisure footwear and apparel will account for 37.8% of the
overall Chinese clothing market.

9.2. Evaluation
China is currently the world's largest market with a remarkable growth rate. This is a potential
market that is being targeted by many footwear manufacturers, Biti's and other businesses in
the same industry in general. The big challenge that Biti's faces are well-known, long-standing
competitors already present in the Chinese market and new competitors preparing to invest in
this market.

Regarding the brand, Biti's in the Chinese market is still a new brand, businesses need to
deploy more product branding campaigns to raise awareness.

For the segment of leather shoes and shoes for office workers in general, Bitis always ensures
factors such as aesthetics and quality. Most importantly, the design is diverse in both modern
and traditional styles to suit the needs of both men and women.

Bitis shoes have always been famous for their superior sole production technology. The sole is
made of high-quality Phylon material, so it is extremely light, still withstands high pressure
28
and ensures durability. Bitis's Lite Knit webbing technology ensures the shoe has good stretch
and high breathability. The advantages will meet the increasing demand for sports shoes in the
Chinese market.

Bitis always updates the trend to produce shoes with trendy designs. Especially for customers
of leisure shoes, Biti's Hunter shoes will be the perfect choice.

9.3. Measurement

TIME KPI (NUMBER OF REVENUE (KPI *

PRODUCT) PRICE)

October 2022 10.000 € 90.000

November 2022 15.000 € 135.000

December 2022 15.000 € 135.000

January 2023 20.000 € 180.000

February 2023 25.000 € 225.000

March 2023 30.000 € 270.000

April 2023 30.000 € 270.000

May 2023 35.000 € 315.000

June 2023 40.000 € 360.000

July 2023 40.000 € 520.000

August 2023 55.000 € 715.000

September 2023 60.000 € 780.000

October 2023 60.000 € 780.000

November 2023 65.000 € 845.000

December 2023 65.000 € 845.000

29
 TOTAL 565.000 € 6.465.000

9.4. Control

CONTROLS RESPONSIBLE PURPOSE CONTENT

Senior managers, at Check monthly Market analysis,

sales revenue,
SALES the top of the business figures and compare
marketing expenses,
results with planned
finance
expectations

Corporate accounting Statistics of business Profit breakdown by:

department data and sales revenue
 Number of
products sold
to calculate whether
PROFIT  Sales and
there is a profit or a
loss other expenses

Senior management Worth it and Performance

and Marketing improves performance according to:
department in the  Advertising,
enterprise customer care
EFFECTIVE  Sales force
 Programs
events,
promotions
 Distribution
channels

9.5. Control
The world coffee consumption market is growing rapidly and expanding, especially the
Chinese market. There are many businesses from all over the world that want to penetrate this
market and Biti's is no exception. Biti's has been expressing its ambition to distribute its
coffee products to Chinese and international consumers.

30
To penetrate the product into a potential market like China, Biti's needs a suitable and
effective marketing plan strategy. Based on theoretical knowledge learned, the author has
applied it to define brand strategy, identify target customers and evaluate the position of Biti's
product line in the market. From there, giving clear strategies to contribute to business
development in penetrating and exporting Biti's product lines to the Chinese market.

31
 JOB ASSESSMENT TABLE

Name ID Level of task completion

(%)
Nguyễn Thùy Trang 2121007554 100%
Nguyễn Quỳnh Thanh 2121000435 100%
Trúc
Tăng Lâm Mỹ Uyên 2121003748 100%
Hồ Thị Thanh Xuân 2121001848 100%

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[1]https://tuoitre.vn/dan-so-trung-quoc-lan-dau-giam-trong-hon-60-nam-
2023011709480009.htm
[2]https://laodong.vn/the-gioi/bao-dong-ti-le-tu-tu-cua-thanh-thieu-nien-trung-quoc-
1214475.ldo
[3]https://www.vietnamplus.vn/trung-quoc-trai-qua-mua-he-va-thu-nong-nhat-trong-hon-60-
nam/840314.vnp#:~:text=Trong%20n%C4%83m%202022%2C%20Trung%20Qu%E1%BB
%91c,nh%E1%BA%A5t%20k%E1%BB%83%20t%E1%BB%AB%20n%C4%83m%201961.
[4] https://dangcongsan.vn/the-gioi/tin-tuc/kinh-te-trung-quoc-tang-truong-vuot-du-bao-
635911.html#:~:text=N%C4%83m%202022%2C%20GDP%20c%E1%BB%A7a%20Trung,t
%C4%83ng%20tr%C6%B0%E1%BB%9Fng%20v%E1%BB%81%20ng%C6%B0%E1%BB
%A1ng%205%25.
[5] https://www.batastyle.com/
[6] https://ir.anta.com/sc/about.php

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