VIETNAM NATIONAL UNIVERSITY

UNIVERSITY OF ECONOMICS AND LAW

MIDTERM PROJECT
DIGITAL TRANSFORMATION IN BUSINESS

TOPIC:
Digital Transformation for Biti's
Lecturers: Lam Hong Thanh
Group 6:
1. Truong Thi Thanh Ha
2. Pham Thi Thuy Hang
3. Phan Thi Minh Huyen
4. Doan Gia Bao Ngoc
5. Luu Minh Quan

Ho Chi Minh City, April 2024

Member of roup 6

No Full name Student ID Point / 10 (Individual

Contribution)

1 Trương Thị Thanh Hà K224161811 10

2 Phạm Thị Thuý Hằng K224161812 10

3 Phan Thị Minh Huyền K224161818 10

4 Đoàn Gia Bảo Ngọc K224161828 10

5 Lưu Minh Quân K224161833 10

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Table of Content

Member of roup 6 .......................................................................................................... 1

Table of Content ............................................................................................................ 2
List of Figures ................................................................................................................ 4
List of Acronyms ........................................................................................................... 5
Chapter 1: INTRODUCTION ....................................................................................... 6
1.1. Overview of Biti's ............................................................................................ 6
1.2. History of formation and development ............................................................ 6
1.3. Vision - mission - core values .......................................................................... 7
1.3.1. Vision ..................................................................................................... 7
1.3.2. Mission ................................................................................................... 7
1.3.3. Core values ............................................................................................. 7
1.4. Business model ................................................................................................. 8
1.4.1. Field, scope of business and activities ................................................... 8
1.4.2. Distribution channel ............................................................................... 9
1.4.3. Build customer relationships ................................................................ 10
1.4.4. Human resources policies .................................................................... 10
1.4.5. Machinery and technology ................................................................... 11
1.5. Overview of business situation ...................................................................... 11
1.5.1. Before digital conversion ..................................................................... 11
1.5.2. After applying digital transformation .................................................. 12
Chapter 2: ANALYSIS OF ENTERPRISE ................................................................. 13
2.1. Current process ................................................................................................. 13
2.1.1. Business activities: ............................................................................... 13
2.1.2. Business administration activities: ....................................................... 13
2.2. Internal and external perspectives..................................................................... 14
2.2.1. Internal ................................................................................................. 14
2.2.2. External ................................................................................................ 15
2.3. Identification of opportunities for improvement .............................................. 16
2.4. Digital conversion value ................................................................................... 16

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 2.5. Organizational culture and digital transformation process ............................... 16
2.6. Proposing technology to the Company ............................................................. 17
2.6.1. AR technology ..................................................................................... 17
2.6.2. Customer Data Platform (Customer Data Platform) ............................ 18
2.7. Administration and productivity ....................................................................... 19
Chapter 3: CHANGE MANAGEMENT STRATEGY ............................................... 21
3.1. The TAM models (Technology Acceptance Model) ........................................ 21
3.1.1. The TAM model identifies the challenges subject to an organization's
staff through digital transformation. .................................................................... 21
3.1.2. What challenges will Biti's face if the company uses the TAM model to
evaluate AR technology in shoe size measurement. ............................................ 22
3.2. Change management process ............................................................................ 23
3.2.1. About change management process ..................................................... 23
3.2.2. The process should be used to implement the solutions ...................... 24
3.2.3. Training plan needed for employees to engage with the new technology
25
3.3. Risk forecasting .............................................................................................. 26
Chapter 4: CONCLUSION .......................................................................................... 28
4.1. Other important facts, issues or challenges .................................................... 28
4.2. Future development direction......................................................................... 28
REFERENCE .............................................................................................................. 30

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List of Figures
Figure 1.1: Core value of Biti’s ..................................................................................... 8
Figure 1.2: Biti's expands international market ........................................................... 13
Figure 2.1: Biti's culture of happiness ......................................................................... 14
Figure 2.2: How does this app work? .......................................................................... 20
Figure 3.1: Illustration of the Technology Acceptance Model (TAM) ....................... 21
Figure 3.2: 5 steps to change Management Process .................................................... 23

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List of Acronyms

B2B Business-to-Business

B2C Business-to-Consumer

ERP Enterprise Resource Planning

AR Augmented Reality

OTMS Online Training Management Support System

PLM Product Lifecycle Management
GNH Gross National Happiness
CDP Customer Data Platform
SAP System Application Programing
LMS Learning Management System
TAM Technology Acceptance Model
TRA Theory of Reasoned Action

AI Artificial Intelligence
GDPR General Data Protection Regulation

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 Chapter 1: INTRODUCTION

1.1. Overview of Biti's

Binh Tien Consumer Goods Manufacturing Co., Ltd. is a prestigious and quality
Vietnamese Footwear brand that is more than 40 years old in production and business
activities. Started the business in 1982 with a small production facility in District 6
specializing in the production of rubber sandals with a small number of employees and
a spirit of constant creativity and steadfastness with the mission of developing the
country's economy. Binh Tien has continuously strived to overcome difficulties to
become a symbol of development and prestige in the footwear manufacturing industry.
Through more than 33 years of development, Binh Tien Consumer Goods
Manufacturing Co., Ltd. has built a modern production and export strategy, meeting the
needs and tastes of consumers. With enough human and financial resources, Biti's has
made a breakthrough in the field of footwear production and business, annually
producing over 20 million pairs of shoes with a variety of products from sports shoes,
fashionable women's shoes to foam sandals and Comedy goes in the house.
1.2. History of formation and development
Binh Tien Consumer Goods Manufacturing Co., Ltd., also known by the short
name Biti's, has made its mark in the history of Vietnamese consumer goods since its
establishment in 1982. Initially, Mr. Vuu Khai Thanh and Ms. Dang Thi Kim Oanh
started with Van Thanh complex, focusing on producing rubber sandals for export.
However, Biti's development does not stop there. By 1986, Binh Tien Rubber
Cooperative was formed, opening the door to the production and export of footwear and
footwear to Eastern European and Western European markets. This is Biti's first move
into the field of footwear manufacturing. In 1990, Biti's invested in EVA foam slipper
production technology from Taiwan, marking an important turning point in improving
product quality and innovation.
In 1992, Binh Tien Rubber Cooperative officially changed its name to Binh Tien
Consumer Goods Manufacturing Company Limited (Biti's), marking a transformation
and focusing more on brand development. Biti's is constantly expanding and
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diversifying its products. From launching brands such as Biti's Hunter (1995), Biti's
Sport (2005), Biti's Fashion (2010), to applying modern technology to production with
the product line Biti's Hunter X (2023), Biti's has continuously innovated to meet
customer needs. Thanks to product quality, design diversity, reasonable prices, effective
marketing strategy and widespread distribution network, Biti's has affirmed its position
as one of the leading footwear brands in Vietnam. Male.
1.3. Vision - mission - core values
1.3.1. Vision
Biti's has defined an extremely broad and ambitious vision of becoming one of
the largest consumer goods manufacturing companies in Asia. This determination
reflects Biti's desire and steadfastness in continuous development, not only in Vietnam
but also internationally. By building a broad vision, Biti's wishes to maintain its leading
position in Vietnam and aim for positive integration with the international community.
1.3.2. Mission
Besides, Biti’s always adheres to its mission of “Building a happy and efficient
working community together”, along with continuously improving product quality,
services, and meeting customer needs in the spirit of “Reputation – Quality”. This
mission is not only the commitment of a business but also the living spirit of all Biti's
employees. Biti’s understands that to achieve this mission, it not only requires
continuous effort but also dedication and passion for every detail in the production and
service process.

1.3.3. Core values

Biti's, one of the leading names in the consumer goods manufacturing industry
in Vietnam, is not only famous for its quality products but also for its profound core
values that the company always adheres to and Development includes happiness values,
improvement values, community values, service values, and integrity values.
The value of happiness is not only a personal state but also a mindset created and
spread by Biti's in all activities. At Biti's, happiness includes personal development but
also from building a community of solidarity, love, care and environmental protection
which is also an indispensable part of the happiness value that Biti's aims for. .
The value of continuous improvement is one of the strong driving forces that
shape Biti's culture. The company encourages creativity and innovation in all activities,

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always looking for new solutions to improve product and service quality, thereby
bringing maximum satisfaction to customers. Biti's always values community spirit,
laying the foundation for a working environment of solidarity, attachment and mutual
support.
Besides, Biti's also highly values service. With a logical service mindset, Biti's
always puts the happiness of customers and the community first. Committed to
providing the highest quality products and services, always listening and responding to
customer needs in a dedicated and thoughtful manner.
The final core value is the value of integrity, which is a solid foundation for all
actions of Biti's. Reputation and trust are built from honesty and integrity in all
activities, from words to actions. Biti's always adheres to and maintains this value.
These core values are not only a guideline for all activities of Biti's but also a
premise for the company's success and sustainable development in the coming time.
Biti's is committed to continuing to promote these values to become a strong and
beloved company, not only in the community but also around the world.

Figure 1.1: Core value of Biti’s

1.4. Business model

1.4.1. Field, scope of business and activities
Binh Tien Consumer Goods Manufacturing Company Limited (Biti's) operates
mainly in the field of footwear production and trading. Biti's specializes in
manufacturing and trading a variety of shoes for everyone from children to adults, from
sports shoes to fashion shoes, from EVA foam sandals to high-end sandals. In addition,
the company also expands its business scope by producing and distributing fashion
accessory products such as backpacks, handbags, and other accessories.
Biti's business model focuses mainly on B2C (Business-to-Consumer), which
means doing business directly with consumers. This helps Biti's have direct access to

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customer needs, build its brand and control prices and profits in the best way. Not only
that, Biti's also carries out a number of B2B (Business-to-Business) activities such as
selling products to retailers, agents, cooperating with other manufacturers to produce
products, and collaborating with marketing companies to promote products. However,
the proportion of revenue from B2C activities still accounts for the majority, with more
than 90% of Biti's total revenue.
Biti's is not only limited to the domestic market but also expands to the
international market. With a widespread distribution network, Biti's has exported
products to more than 40 countries and territories around the world, including developed
markets such as the US, Japan, Korea and Europe.
Biti's does not stop at production and sales but also includes activities such as
research and product development. The company always invests in research and
development to provide customers with quality and diverse products. At the same time,
Biti's also actively participates in social activities such as supporting poor children and
protecting the environment, demonstrating its commitment to the sustainable
development of the community and society.
1.4.2. Distribution channel
Biti's has built a diverse distribution system, ensuring that their products can
reach all customers in the easiest and most convenient way. The company not only
focuses on distributing traditional products through stores and retail points, but also
focuses on online business models, modern sales channels, and even exporting to
international markets. international.
Biti's store system nationwide is not only a place where customers can directly
experience and purchase products, but also a destination to build solid relationships
between brands and consumers. At the same time, cooperation with retail locations also
helps Biti's reach areas where it is not possible to open stores directly. Online sales
channels have become an indispensable part of Biti's distribution strategy, helping
customers easily shop for products wherever and whenever they want. Along with that,
combining with supermarkets and convenience stores helps Biti's reach a large number
of potential customers and increase sales opportunities. This is also a way for brands to
increase their presence and create convenience for consumers. Product export is also an
important part of Biti's development strategy. With a wide distribution network around
the world, Biti's has opened up opportunities for its products to be known and used in
many different countries, thereby enhancing its position and increasing revenue for the
company.
Currently, Biti's owns a product distribution system stretching from South to
North with 7 branch centers, 156 marketing stores and more than 1,500 retail
distribution intermediaries. Biti's has set up 04 representative offices with 30 total sales
offices and more than 300 sales points in China to gradually bring Biti's products to
dominate this potential market. Biti's also has an official distributor, Cambo Trading
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Company, which distributes Biti's products throughout Cambodia. In addition, Biti's has
exported to 40 countries around the world such as Italy, France, UK, USA, Russia,
Japan, South America, Mexico, Cambodia, etc.

1.4.3. Build customer relationships

Biti's is not only famous for manufacturing and selling high quality footwear
products but is also highly appreciated for its customer relationships. To ensure building
good relationships with customers, Biti's has invested in a team of professional
customer care staff. These employees not only have in-depth product knowledge but are
also always ready and enthusiastic to answer all questions and support customers in any
situation. By providing many communication channels such as hotline, website,
fanpage, and email, Biti's ensures that customers can easily reach and contact when
necessary.
In addition to providing professional customer care service, Biti's also
demonstrates the spirit of supporting and accompanying customers through flexible
return policies and long-term product warranties. Applying a 7-day return policy and
12-month product warranty helps customers feel more secure when shopping and using
Biti's products. In addition, Biti's also regularly organizes attractive promotions and
loyalty programs to create excitement and engagement with customers. These activities
are not only an opportunity for customers to receive special offers but also an
opportunity for Biti's to show gratitude to customers' support and trust. Not only that,
Biti's also organizes community activities such as contests, events, and charity programs
to connect with the community and create positive values for society. This is also a way
for Biti's to show its commitment to building a good and sustainable community.

1.4.4. Human resources policies

Biti's is not only famous for producing and selling quality footwear products, but
is also known for building a team of professional, dynamic and creative staff. With more
than 4,500 employees by 2023, Biti's sets a number of human resources policies to
attract and retain talented employees, while improving work performance and employee
satisfaction. During the recruitment process, Biti's focuses on finding candidates with
abilities and ethical qualities consistent with the company's needs and development
goals. In this way, Biti's ensures that each employee who joins is an important part of
the company's success. To develop the capacity and skills of employees, Biti's provides
professional training programs, from basic to advanced, helping employees not only
improve their professional qualifications but also develop themselves in their careers.
At the same time, Biti's also encourages employees to self-study and develop
themselves through courses and learning materials.

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 Biti's pays special attention to employee welfare by providing competitive
compensation, full social and medical insurance, as well as other benefits such as
vacation, holidays, and other benefits. Tet bonus. The working environment at Biti's is
built on the spirit of solidarity and cooperation, where each employee is encouraged and
respected for their opinions, contributions and creativity. This helps create a dynamic
and creative working atmosphere, thereby promoting the development and success of
the entire company. With such human resource policies, Biti's hopes to attract and retain
talented employees, bringing long-term benefits to both the company and employees,
and contributing to the company's sustainable development in the future. future.

1.4.5. Machinery and technology

For a manufacturing company, in addition to human resources, technology and
machinery are also a very important part affecting the success of the company.
Therefore, in the production process, Biti's always uses modern machinery along with
applying advanced technologies such as knitting technology and injection molding
technology to create high quality products. and diversity, while optimizing production
processes and saving costs. 3D printing technology is used by Biti's in product design,
contributing to creating beautiful and unique product designs. This helps the company
grasp market trends and develop new products that attract customers.
Biti's uses enterprise information management system (ERP) and quality
management system (ISO) to manage business operations. Thanks to that, the company
can manage resources and production processes effectively, while ensuring product
quality. Biti's uses online sales systems and digital marketing technologies to effectively
reach and interact with customers, helping the company expand its market and increase
its online presence, while optimizing its strategy. sell. Biti's has made great efforts in
improving product quality and increasing labor productivity but also creating clear
benefits in competing in the market.
1.5. Overview of business situation
1.5.1. Before digital conversion
Before digital transformation, Biti's was a leading enterprise in the footwear
manufacturing and trading industry in Vietnam, achieving many significant
achievements. Biti's revenue and profit have continuously grown for many years with
revenue reaching more than 2,000 billion VND and profit of more than 200 billion in
2020. Not only that, Biti's holds the largest market share in the Vietnamese footwear
market with more than 20% and become a footwear brand trusted and loved by
Vietnamese consumers. However, Biti's faces limitations such as manual management,
fragmented data, and slow adaptability. Therefore, digital transformation is considered
a necessary solution to help Biti's overcome the above challenges. By automating
manual processes, centralizing data in one place, and using technology to analyze data,

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Biti's can improve management efficiency, reduce costs, and enhance market
adaptability. school. Although digital transformation is a process that requires large
investments and time, the benefits it brings will help Biti's maintain and develop its
position in the industry.

1.5.2. After applying digital transformation

After applying digital transformation, Biti's has achieved impressive
achievements in business. The company's revenue and profit have increased strongly,
with revenue reaching double and profit doubling compared to before digital
transformation (In 2022, Biti's revenue will reach more than 4,000 billion VND, profit
will reach more than 400 billion VND). Biti's market share continues to expand and
their brand is increasingly affirmed in the market. Digital transformation has helped
Biti's improve business efficiency, increase competitiveness and expand international
markets. Specifically, Biti's has automated many manual processes (such as warehouse
management, order management, production management, etc.), helping to save costs
and time. They have also used data to analyze the market and personalize customer
experiences, thereby making more effective business decisions.
Besides, after digital transformation, Biti's also faces countless challenges and
difficulties. First is the issue of data security, especially when companies collect and
store large amounts of information about customers, products and markets. Data
security has become a top priority to ensure that customer and business information is
protected from cyber attacks. Next is improving staff capacity. Digital transformation
requires Biti's employees to have high technological knowledge and skills, so they need
to invest in training to improve employee capabilities and help them adapt to the new
working environment. Besides, changing corporate culture is also a significant
challenge. Transitioning from a manual mindset to a digital mindset requires a change
in the way employees work and think. Biti's needs a strategy to promote corporate
culture change and encourage creativity and innovation.

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 Figure 1.2: Biti's expands international market

Chapter 2: ANALYSIS OF ENTERPRISE

2.1. Current process
2.1.1. Business activities:
Biti's strong business operations are based on a modern production line system,
imported from advanced countries such as Italy and Taiwan. Investment in technology
not only helps increase productivity but also ensures product quality. Using the SAP
business management system helps Biti's optimize management and operate all business
activities effectively.
During the development process, Biti's not only focuses on production but also
considers and optimizes the entire supply chain. In 2017, the business built a strong
supply chain which is considered an important factor, helping Biti's maintain flexibility
and reliability in providing products to the market.
To reach customers effectively, Biti's has developed omnichannel sales. This
helps the company create contact points with customers on multiple platforms,
increasing access opportunities and expanding consumer markets. Furthermore, online
payment and the use of digital marketing means are also important steps, helping Biti's
reach and interact with customers quickly and conveniently.

2.1.2. Business administration activities:

Biti's corporate governance activities are very diverse and effective, including
the use of many advanced technologies such as ERP, digital signatures, electronic

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invoices, online tax declaration software and social insurance declaration. online
meeting. Digitizing operations helps the company's business management process
become stronger and more flexible.
Biti's has also invested in the field of online training through Biti's E-learning,
with two subsystems: Online Training Management Support System (OTMS) and
Learning Management System (LMS). This system provides tools and modules to
actively support human resource training management, online learning and teaching.
Learners can access and participate in learning flexibly, effectively, and save time.
In addition, Biti's also applies Product Lifecycle Management (PLM) to manage
the entire product life cycle from design and development to production and
consumption, helping the company optimize the production process and improve
productivity. product quality, enhance competition and meet market needs effectively.
2.2. Internal and external perspectives
2.2.1. Internal
Management and Human Resources: Happy Biti's, Biti's E-learning (with 2
subsystems: OTMS and LMS) includes tools and subsystems that actively support
human resource training management and learning services. , online teaching. Thereby,
learners can access and participate in learning effectively and save time.

Figure 2.1: Biti's culture of happiness

Productivity and Production Process: Biti's has large footwear production
capacity, with 5 factories and 64 production lines. Produces over 30 million pairs of
shoes a year and the staff has increased to more than 8,000 people. Biti's applies a closed
production process from design to warehousing. The production process is strictly
managed by the ISO 9001:2000 quality management system.

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 2.2.2. External
a. Customers and Market:
- Evaluate customer feedback about products and services:
+ Product:
• Customers appreciate the quality of Biti's products, especially
durability and comfort.
• Product design is increasingly diverse, trendy and suitable for many
customers (Biti's Hunter, Biti's women, Biti's kids)
• Product prices are reasonable and competitive compared to other
brands.
- Service:
• Biti's customer service is rated well, with enthusiastic and professional
staff.
• System stretches from South to North with 7 branch centers, 156
marketing stores and more than 1,500 retail distribution
intermediaries, convenient for customers to shop.
• Flexible warranty and return policy, ensuring customer benefits.
- Market demand:
+ The demand for footwear is increasing, especially sports and fashion
footwear.
+ Customers increasingly pay attention to product quality, design and price.
+ The need for online shopping is increasingly popular.
- Competition from competitors: Biti's competes directly with domestic footwear
brands such as Ananas, Juno, ... and international brands such as Nike, Adidas,
Puma, ...
b. Society and Environment:
Social impact: Biti's creates jobs for more than 10,000 workers,
contributing to local economic and social development. At the same time,
businesses also actively participate in social activities such as supporting
education, health care, hunger eradication and poverty reduction programs,...
Environmental impact: Biti's uses environmentally friendly materials
such as natural leather, recycled fabric, glue that does not contain toxic
solvents..., and applies energy saving measures in production such as using the
system Energy-saving lighting, using renewable energy. The enterprise commits
to treat waste in accordance with the law, ensuring it does not pollute the
environment.
“Biti's is committed to doing business responsibly, ensuring benefits for society
and protecting the environment.”

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2.3. Identification of opportunities for improvement
Biti's became popular with the public thanks to famous Digital Marketing
campaigns such as the "Go to return" campaign, "Biti's canvas of pride", ... and
implementing omnichannel sales. However, to continue to grow strongly and maintain
its leading position in the Vietnamese footwear industry, Biti's can identify and
implement improvement opportunities in improving customer experience to increase
retention rates. feet, extending customer lifecycle:
- Optimize online sales pages: To optimize customers' shopping experience and
reach a larger market, Biti's needs to develop a more convenient and flexible
sales page. According to Biti's statistics, most of the reasons for returning goods
on the online sales platform are due to inappropriate shoe size, so businesses can
develop and improve sales channels so that customers can make choices. Choose
correctly and be more satisfied.
- Optimize customer data: With today's customer base, Biti's has the opportunity
to exploit a huge amount of data, so businesses can improve data management
and analysis to optimize customer data. can offer effective campaigns and
services and personalize customer experience. At the same time, taking
advantage of customer data also helps businesses develop products that suit
market needs.
2.4. Digital conversion value
Optimizing online sales pages and optimally exploiting customer data helps
Biti's improve business performance, grow sales and build strong relationships with
customers. Optimal analysis of customer data helps better understand their purchasing
behavior, thereby customizing a personalized experience, creating a friendly online
shopping environment and building long-term relationships with customers. client. On
the business side, Biti's can optimize marketing strategies to reach the right customers,
increase efficiency and reduce ineffective marketing costs, thereby making smart
business decisions, from product development to optimizing pricing and advertising
strategies.
2.5. Organizational culture and digital transformation process
In the digital transformation process, at the center are the people implementing
the change. First of all, it is important to have a deep understanding of why and how
digital transformation will benefit the company. All managers and team members must
know the expected results and completion process after implementation. Businesses
must focus on communicating this information downward so that every department and
employee is involved in this innovation process. For the most part, digital
transformation implies a change in corporate culture, which requires businesses to open
different communication channels so that people can know, understand and ask deeper
questions about nature. and the scope of the change. Human resources and management

16
departments must be prepared to answer these questions because supervisors and
managers are often the reference points for communicating changes and news to work
groups.
One of the main goals when a company implements digital transformation is to
eliminate the silo effect, which is the division and specialization of work, making
departments unwilling to cooperate and share information with each other. together.
The goal is to create conditions for employees to cooperate and share work, instead of
each person doing a separate job without knowing the work of others like the traditional
method.
Not all employees understand the importance of digital transformation in the
workplace and how it has and can improve work performance, thus leading to the
question of whether the transformation process Is this really necessary or not? To be
successful, applying information technology cannot stop at leaders forcing employees
to learn and use new technology. This needs to be accompanied by communicating the
benefits of engaging in comprehensive innovation across the entire business.
Therefore, the company should strategically focus on asserting that the main
beneficiaries of the entire digital transformation process will be the participating
employees. At the same time, it is advisable to detect those with a penchant for it as
early as possible and promote them as ambassadors so that the rest of the colleagues can
readily support someone. It is also important to plan their support and operations in the
early stages and develop simple tutorials and videos. Ultimately, the only way to
achieve change is with the cooperation and participation of all employees in the
business, and of course their participation from the beginning is a very important
opening. Being able to create a group of permanent employees who are knowledgeable
about using new tools can be the most valuable and important thing for businesses when
starting the digital transformation process or closer to it. is when businesses are
challenging with new technology.

2.6. Proposing technology to the Company

Proposal for Biti's application to support shoe size measurement using
Augmented Reality (AR) and Customer Data Platform Augmented Reality virtual reality
technology.

2.6.1. AR technology
a. Reason for application
Even though there are nearly 07 Branch Centers, 156 Marketing Stores and more
than 1,500 retail distribution intermediaries nationwide, the sale of products sold
through Bitis's online sales channel has not really reached the expected revenue level.

17
The online sales channel is the distribution channel with the most potential, and with
this new technology solution, Biti's can increase revenue in the online shopping segment
by increasing user experience and supporting sales. Measure customer's shoe size to
assist in making purchasing decisions.
Convenience, ease, detail and speed are the advantages that make customers
prefer to buy online rather than go to the store. Although Biti's has provided a lot,
complete and diverse detailed information about each item such as style, foot
measurements, ankle measurements, etc. at physical stores and distribution points. But
for customers who have never tried them on, buying a pair of shoes that fit according to
their preferences and personal needs when buying online must be really thoughtful and
thoughtful, from which they will be able to make a conscious purchase. The brand name
will also decrease
Every month, hundreds of shoe orders are returned to Bitis's warehouse with the
main reason being to change shoe size. This is not surprising as everyone has different
foot sizes and choosing your shoe size online can present significant difficulties.
Monthly returns also affect the warehouse and shipping departments, easily causing loss
and loss of time to complete orders. This is not only a problem for Biti's but also a
challenge for thousands of other shoe brands in the world.

b. Application benefits:
Applying AR technology to accurately measure customer shoe size will bring
useful functions for warehousing and shipping activities and improve customer
experience, minimizing the condition of shoes being delivered. Customers are not
satisfied, avoid return transactions.

2.6.2. Customer Data Platform (Customer Data Platform)

a. Reason for application
With the development and breakthrough Digital Marketing campaigns of Biti's,
the number of customers has also increased significantly, making traditional methods
of collecting customer information such as using personal relationships or tracking
Surveys during the use of services, products, social networks, mailboxes... become not
accurate and reliable enough. This causes limitations in assessing customer needs,
making it difficult to access new customer files, in introducing products, as well as
wasting time, costs, and labor, bringing very low efficiency.
In the process of digital transformation and improving business productivity,
Biti's can apply the development direction of customer data collection software
technology Customer Data Platform (CDP) to be able to collect and manage data. in the
most effective and efficient way.

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 b. Application benefits
CDP (Customer Data Platform) system is a tool used to collect, manage and
organize customer data from many different sources, such as websites, mobile
applications, emails, social networks and more. . It can synthesize and summarize in
detail the customer experience process from the moment they come into contact with
the business until their successful conversion.
This system also allows businesses to learn and grasp how customers approach
relationships, helps standardize information data formats and eliminates inaccuracies
and duplication of information. From there, classifying customer data by segment
becomes quick and easy.
Another important benefit of this system is the simplification of the data search
process with just one click. All customer data information is synchronized throughout
the system and integrated with other management systems.
Finally, CDP also provides automatic survey support tools, helping businesses
capture customer needs and desires effectively and conveniently.
2.7. Administration and productivity
Biti's application combines AR technology to suggest suitable sizes based on
personal data and standards of all available Biti's shoe models. Users can experience
this feature through the shopping website or at Biti's physical store.
Basically, to ensure accuracy, Biti's uses the camera on the phone to scan and
create a 3D map of the user's feet. Then, it uses an algorithm to calculate foot size and
suggest the appropriate shoe size for each user based on analyzed information and the
unique characteristics of each shoe. Specifically, the application will work when
customers access the website and click on "Biti's AR support application - Advice on
shoe size". Then scan your foot through the smartphone camera, the sequence from
scanning to receiving results is less than 15 seconds. This technology works by
collecting personal user data based on 13 points that play an important role in shaping
the shape of the foot. From there, the system will combine virtual reality (AR)
technology and calculation algorithms to provide customer measurement data. At the
same time, advise on each type of shoe (high heels, doll shoes, sneakers, etc.), with each
different type, customers will have different shoe sizes to make them feel comfortable
when wearing. For example, with high heels, the interface will offer 2 options: medium
size 39, wide size 40 with clear parameter analysis. Sometimes, shoe sizes can vary
depending on the type of shoe (the difference often occurs between high heels and
sneakers). After that, the customer's measurement data will be saved for future
purchases if you do not want to re-scan. When you notice a change or error during the
measurement process, the application allows and is ready to assist, returning to each
original step.

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 At the same time, measurement data and customer information are saved for
future purchases to save time, simplify the measurement process, and automatically
personalize according to other people's preferences. The CDP system helps synthesize
customer data from many different sources and simplify the information management
process, from collecting to classifying customer data by segment, thereby capturing
needs and expectations. customers' wishes effectively and conveniently.

Figure 2.2: How does this app work?

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 Chapter 3: CHANGE MANAGEMENT
STRATEGY
3.1. The TAM models (Technology Acceptance Model)
3.1.1. The TAM model identifies the challenges subject to an organization's
staff through digital transformation.
Based on the theory of reasoned action (TRA), Davis (1986) developed the
Technology Acceptance Model (TAM Model) which is more specifically related to the
prediction of the acceptability of a given product. information system. The purpose of
this model is to predict the adoption of a tool and identify modifications that must be
introduced into the system to make it acceptable to users. This model shows that the
acceptability of an information system is determined by two main factors: perceived
usefulness and perceived ease of use.

Figure 3.1: Illustration of the Technology Acceptance Model (TAM)

In there:
- External variables: are factors that influence a person's beliefs about accepting a
product or service. External variables often come from two sources: the process
of social influence and the process of perception and collection of personal
experience (F. Davis [11]).
- Perceived usefulness is the degree to which a person believes that using a
particular system will enhance his or her job performance. (F. Davis [11]).
- Perceived ease of use is the degree to which a person believes that a particular
system can be used without effort. (F. Davis [11])

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 3.1.2. What challenges will Biti's face if the company uses the TAM model
to evaluate AR technology in shoe size measurement.
Biti's is a leading footwear manufacturing and trading corporation in Vietnam.
Recognizing the value that customers bring to businesses, through digital
transformation biti's wishes to research and apply advanced technologies and solutions
to enhance experience and bring the best quality products. serve customers. Therefore,
the proposed shoe size measuring application applying AR virtual reality technology
promises to bring a new experience to customers. At the same time, this application also
helps Biti's improve work efficiency by reducing the time employees have to constantly
go in and out of the warehouse to choose shoe sizes for customers as well as the costs
of changing shoe sizes when customers buy products online. instead, biti's can spend
more quality and more effective time guiding them to choose their desired shoes.
Through those challenges, the TAM model offers solutions to address external
variables by evaluating and calculating technology acceptance from users including:
- Reflect user perspectives: By considering user opinions and perspectives on
technology. Bitis can use the TAM model to capture customer perspectives on
using AR technology to measure shoe size. This way, they can understand the
initial level of adoption and the reasons behind it.
- Measuring the convenience and meaningfulness of technology: The TAM
model evaluates the “ Perceived usefulness ” and “Perceived Ease of Use” of
technology. This helps Biti's evaluate the convenience and significance of using
AR technology in the customer's shoe shopping process. If customers feel the
technology is useful and easy to use, they may be more willing to adopt the
application.
- Optimize user experience: Based on the evaluation from the TAM model, Bitis
can optimize the user experience of the AR application. They can improve the
user interface, provide clear usage instructions, and provide the best customer
support, thereby increasing the adoption and usage of this technology.
However, besides the benefits that technology brings, the research team is also
aware of the challenges faced through the TAM model:
- Ability to accept new technology: Although AR technology brings many
conveniences in the process of measuring and suggesting appropriate size
choices for customers. However, this technology is still quite new in Vietnam
and that causes an obstacle for customers when receiving and using the
application. These obstacles may stem from the fact that customers have to get
used to and learn how to use the application, or they may feel inconvenient when
using the camera on their phone to perform the measurement process.
- Technology performance and accuracy: Getting a measurement tailored to each
customer requires high precision in using AR technology to measure foot size.

22
 However, this technology also has significant shortcomings such as errors when
lighting conditions are not ideal or when customers perform the measurement
process incorrectly.
- Technical requirements and technology infrastructure: Deploying AR
technology requires Biti's to have a high-tech, technological infrastructure. To
ensure the application runs smoothly and efficiently, Biti's will need to invest in
providing appropriate network infrastructure and supporting equipment.
- Data management and information security: With the collection of data from
the process of measuring customers' shoe sizes through AR technology,
managing and protecting customers' personal information becomes an important
issue. important. Bitis must ensure compliance with security and privacy
regulations to protect customers' personal information.

3.2. Change management process

3.2.1. About change management process
a. Define
To implement organizational change, all methods of supporting, preparing and
helping groups, organizations and individuals are called Change Management (CM).
The basic changes included in an organization are: organizational restructuring,
technological evolution, mergers, changing consumer habits, acquisitions, process
review, pressure from new entrants import and crisis. For significant change within an
organization or a company, it adds methods for redefining or redirecting the use of
budgets, business processes, and resources.

b. The steps of change management process:

Figure 3.2: 5 steps to change Management Process

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 3.2.2. The process should be used to implement the solutions
The footwear retail industry is constantly evolving, requiring businesses like
Biti's to continuously innovate to improve customer experience. One of the biggest
challenges today is that customers have difficulty choosing the right shoe size when
shopping online or in stores. This leads to many returns, affecting both customers and
businesses.
With the above technology proposal, the research team believes that
implementing AR solution - size measurement application will be a new step to create
a breakthrough for Biti's in the footwear retail industry. To create an effective digital
transformation plan for Biti's, the research team needs to clearly define the goals,
expectations from Biti's technology and the effectiveness of implementing that solution
(improve customer experience, increase revenue). numbers, cost reduction,...).
Below are the research team's suggestions for Biti's business when implementing
the use of AR technology in the shoe size measurement process:
Step 1: Evaluate feasibility
- Objective: Determine the potential, practicality, feasibility and sustainability
when applying AR technology to measure shoe size in today's digital
transformation context. Through this feasibility assessment, the team can
identify potential challenges, opportunities, and adjustments that could improve
their solution.
- Doing :
+ Market research and AR technology trends
● What is the future of augmented reality in eCommerce?
● How is augmented reality used in eCommerce?
● How many retailers use augmented reality?
● Why is augmented reality good for business?
+ Evaluate the technical capacity of the enterprise.
+ Determine required resources (human resources, finance, etc.)...
Step 2: Make an implementation plan
- Objective: Develop a detailed implementation roadmap, including stages,
timelines, and specific responsibilities.
- Doing:
+ Determine specific goals for the project.
+ Divide the project into small phases and plan each phase.

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 + Determine the roles and responsibilities of each team member.
+ Estimate budget and time for the project.
Step 3: Test and refine
- Objective: Ensure AR shoe size measurement technology works effectively and
meets user needs.
- Doing:
+ Develop demos.
+ Deploy and test the application with a group of customers.
+ Collect feedback and refine the application when errors or vulnerabilities
are discovered that could impact the functionality and usability of the
solution.
Step 4: Deploy and monitor
- Objective: put the app using AR technology to measure shoe size into operation
and monitor implementation effectiveness.
- Doing:
+ Release AR applications on mobile platforms.
+ Conduct marketing and application promotion activities.
+ Track the number of users, conversion rates,...
+ Resolve technical problems that arise.
Step 5: Evaluate and improve
- Objective: Evaluate the effectiveness of the AR shoe size measurement
application and propose improvement options.
- Doing:
+ Collect feedback from users.
+ Analyze application usage data.
+ Identify areas for improvement and develop updated versions.

3.2.3. Training plan needed for employees to engage with the new
technology
In today's volatile and competitive business world, improving human resource
capacity and skills is not just an option but has become an urgent requirement for every
business that wants to develop sustainably. Biti's, one of the prestigious brands in
Vietnam in footwear production and distribution, is no exception. Assessing the current

25
situation of human resource training, the group found that although certain
achievements have been achieved, there are still points that can be improved to help
businesses have a broader and more progressive view, especially is in the context of
increasingly strong digital technology development. To meet this need, the team has
developed a comprehensive personnel training plan, aiming to not only improve
technical skills but also develop soft skills and the ability to adapt to new technology
for everyone. Biti's team.
First, the team proposed deploying a facial recognition system combined with a
mobile application that allows for accurate employee identity verification during work,
while also integrating management features. Time efficiency such as recording time
in/out, tracking work and calculating hours worked. Applying this technology helps
employees be exposed to new technology in a more natural way, while improving
human resource management and increasing transparency in the working environment.
Next, in developing soft skills, especially communication and consulting skills,
the team sees the use of AR to create unique learning experiences. In addition to being
provided with basic knowledge from the OTMS and LMS online learning systems,
businesses can develop a virtual environment to help employees practice product
consulting, where they can learn how to consult. about suitable shoe sizes and types
through the website with the support of AR technology. In addition, training employees
to use CDP systems to manage customer data will help them effectively search and
collect customer information, thereby classifying and creating outreach strategies.
personalized customers.
Learning and development through practical projects also plays an important role
in this plan. Biti's business proposal team creates conditions for employees to participate
in real-life projects, through which they can apply the knowledge and skills they have
learned into practice, helping them better understand the application and impact of their
business. impact of technology on businesses. Thereby, the sharing of knowledge and
experience in internal workshops will be encouraged to create an environment of
continuous learning and mutual support.
Finally, evaluation and feedback are an integral part of this process. Periodically
evaluating training effectiveness based on work results and customer feedback helps
identify strengths and limitations in the current training program. In addition, using AI
to analyze feedback from employees will support the identification and resolution of
difficulties, thereby improving and developing training programs to suit needs and
recommend courses. new training, to achieve optimal efficiency.

3.3. Risk forecasting

In the process of implementing the digital transformation process as the team
proposed for Biti's, although the potential for improvement and innovation is huge, it

26
cannot be denied that during the improvement process, a series of potential risks arise.
beginning to emerge, from information security issues to human resource and financial
challenges. The penetration of technology into all areas of business not only opens up
new opportunities but also requires Bitis to face unforeseen challenges.
One of the biggest challenges Biti's faces is the high initial investment costs for
new technology and employee training. Implementing cutting-edge technology like AR
and AI not only requires high-value hardware and software, but also requires significant
resources for training and developing the skills of employees so they can use them.
technology effectively. There is a real risk that this investment may not yield an
immediate return or take longer than expected to pay off, putting financial pressure on
the company.
In addition, the adoption of new technology poses adaptation challenges for
employees. Some employees may feel defensive and resistant to accepting change,
especially when they do not clearly understand the benefits or uses of new technology.
In addition, the skills gap between current employees and job requirements after
implementing new technology can be a significant barrier, requiring a large training
effort and clear planning.
Besides, when Biti's decides to integrate new AR technology into its system,
technical difficulties may arise, disrupting the company's daily operating procedures.
However, with a careful and well-thought-out technology implementation and project
management plan, Bitis can minimize disruption and ensure that the adoption of new
technology goes smoothly, helping Save resources and costs. This process requires
close coordination between IT departments, project management, and implementation
teams to ensure everyone is on track.
Another noteworthy thing is that with the application of new technologies such
as customer data platform (CDP), Biti's faces the need to strictly comply with legal
regulations on personal data protection, such as GDPR if Biti's accesses customer files
in Europe. Biti's needs to ensure that all customer data collection, processing and storage
processes comply with legal standards, avoiding violations that can lead to heavy fines
and negative impacts on the company's reputation. . Therefore, Bitis is required to not
only regularly update itself with changes in the law, but also to train its employees on
how to comply with these regulations.
And finally, the big challenge that Biti's needs to solve is that they may be overly
dependent on technology suppliers, leading to the company being at risk if the supplier
has service problems or problems. sudden change of policy. This could affect not only
Bitis's business operations but also its financial plans if it needs to look for alternative
suppliers or face increased costs. To mitigate this risk, Biti's can diversify its supplier
list and build contingency plans for critical technology services, ensuring that business
operations can continue smoothly. even if problems arise with a particular supplier.

27
 Chapter 4: CONCLUSION
4.1. Other important facts, issues or challenges
In the increasingly growing e-commerce landscape, Biti's recognizes the need to
improve customer experience when shopping online. Therefore, one of the important
proposals is to apply virtual reality (AR) technology to help customers measure the
appropriate shoe size. Specifically, customers can use the phone camera to scan and
create a 3D map of their feet. The application will apply algorithms to calculate the
exact size and suggest suitable shoe sizes for each different type of shoe. This solution
helps reduce returns due to purchasing the wrong size, while also improving the online
shopping experience for customers. In addition, Biti's also proposes to deploy the
Customer Data Platform (CDP) to effectively manage large amounts of customer data.
This system allows Biti's to collect, synthesize and manage customer data from many
different sources such as websites, mobile applications, emails, social networks,...
Through CDP, information about the experience of customers from contact to
conversion will be summarized. Data is formatted according to standards, eliminating
duplicate or inaccurate information, while simplifying the process of searching and
classifying customers by segment. In short, with the application of AR technology in
measuring shoe size, implementing the CDP platform for effective customer
management and a comprehensive personnel training program, Biti's is affirming its
determination to stay ahead of the digital transformation trend. , enhance
competitiveness and constantly improve customer experience.
4.2. Future development direction
To be able to develop more comprehensively in the future, Biti's needs to prepare
carefully and apply appropriate change management strategies. Biti's can completely
overcome these challenges and continue to develop sustainably. solid. Future
development directions include continuing to research and apply new technologies such
as AR, AI, Big Data to improve customer experience and operational efficiency.
Investing in training and human resource development is also a priority to help
employees adapt to technology and improve their digital capabilities. With continuous
efforts to innovate and apply new technology, in parallel with building a comprehensive
change management and risk management strategy, Biti's can completely improve its
competitiveness and respond well. meet customer needs and maintain sustainable
development in an increasingly rapidly changing business environment. In short, Biti's
needs to build a comprehensive risk management strategy and prepare contingency
plans to ensure business continuity in the face of incidents. Strengthening cooperation
with reputable technology partners and diversifying suppliers is also a solution to reduce
dependency risks. Finally, closely monitoring changes in data protection laws and
regulations to ensure compliance and avoid legal risks is something that cannot be
ignored.

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