Asian Marketing Management: Biti's Marketing Strategy in Vietnam

Asian Marketing
Management
Biti's Marketing Strategy in Vietnam
MARKETING
ENVIRONMENT
• MACRO
ENVIRONMENT
• MICRO
ENVIRONMENT
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Macro
environment
Demographics
97.34 million people (2020)
The number of people of
working age accounts for
70% of the population
The potential market with a
large workforce and growing
market size.
Macro
environment
Economy
The manufacturing industry is
contributing more and more
to GDP.
Vietnam's economy
developed strongly with a
growth rate of 7.02%
(2019)* .
*: According to the General Statistics Office

Macro
environment
Politics - Law
Vietnamese politics is in a
stable phase.
Under the leadership and
guidance of the Communist
Party of Vietnam, Vietnamese
businesses are always favored
by the State.
Tariff and regulatory barriers
are very beneficial for
domestic enterprises.
Macro
environment
Sociocultural
Many Vietnamese people still
believe that foreign goods are
better than domestic ones.
Fashion trends such as school,
office, etc. are being
concerned.
The cultural environment of
wet rice agriculture has
influenced many distribution
channels
Macro
environment
Technology
Vietnam's technology is 2 to 3
generations behind the world.
If it maintains such
infrastructure, it will be
difficult for Vietnam to
compete with foreign
competitors.
Micro
environment
Enterprise
Coming from a famous brand
in Vietnam, Biti's human
resources and potential are
quite strong.
To get rid of the old mindset,
Biti's boldly spent 5 million
USD to invest in technology,
machinery and 3 billion VND
for Marketing campaign.
Micro
environment
Supplier
Biti's has a huge demand for
raw materials.
Therefore, up to 60% of raw
materials are imported from
abroad and only 40% of
domestic materials.
Micro
environment
Customers
To create trust with customers
and increase sales, Biti's
products must always be
guaranteed in terms of
quality, price and design.
Micro
environment
Competitors
The first is international
names such as Nike, Adidas,
Vans, Converse,…
The second is domestic
products with little-known
names or fake goods –
imitation goods
Micro
environment
The public
The rapid growth of social
networks, communication
networks are creating both
very significant opportunities
and challenges for businesses
when the speed of news
spread is measured in
seconds and the scope is
widespread around the globe.
MARKETING
IMPLICATION
• STRENGTHS
• WEAKNESSES
• OPPORTUNITIES
• CHALLENGES
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Strengths
Biti's businesses have strong

product strengths. Biti's
products have high quality,
high durability, and high
aging time.
According to: https://ladigi.vn/chien-luoc-

marketing-mix-cua-bitis-tai-thi-truong-viet-nam
Strengths
Biti's has a nationwide

distribution system that is very
convenient for seasonal sales.
In addition to agents and stores,
Biti's are also distributed in
major supermarkets and
shopping malls.

Strengths
Biti's regularly interested in

media and promotion
issues. Strategic, well-
thought-out media
strategies have brought
Biti's success.

Strengths
The company with abundant

financial resources does not
have to borrow capital to do
business.

Strengths
Young, dynamic,
enthusiastic,
professional staff and
staff.

Strengths
Biti's also has a more

prominent strength
than its competitors,
which is the brand's
reputation.

Weaknesses
Marketing capacity is not high,

marketing activities are not
regular, clear, and organized
systematically.
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Weaknesses
There is no research team on
consumer demand for products,
so the design is slow compared to
the needs, especially of the young
people.
Continuously releasing products that

do not have much creativity and design
breakthroughs leads to high inventories.
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Weaknesses
The prices of Biti's products are

very high compared to similar
products.
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Weaknesses
After many years of dominating

the domestic market due to some
distribution troubles, Biti's has
lost market share. The number of
Biti's stores and agents is
currently shrinking significantly.
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Weaknesses
Biti's as well as that of large

domestic enterprises is the
passivity of raw materials, often
being pressed by suppliers, the
localization rate per product is
only 20-30 %.
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Weaknesses
• Biti's products have many bright

colors, so they are easy to get
dirty.
• Some types of shoes of Biti's
differents have poor ventilation,
long walks with unpleasant
odors.
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Opportunities
BiTi's footwear products are

fashion products so they are
trusted by young people while
the population rejuvenation rate
of our country is very high.
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Opportunities
International market expansion:

Biti's have been present in more
than 40 countries around the
world and have been trusted by
many fastidious markets such as
Russia, Ukraine, United Arab
Emirates (UAE) and Bahrain ...
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Opportunities
Biti's has a large distribution

system that has been successful
in an advertising campaign with
the slogan "Nâng niu bàn chân
Việt".
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Opportunities
The design improvement does

not need much investment in
production lines, production
machinery, and expensive
equipment, but only need to
focus on investing in a highly
qualified design team.
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Challenges
Direct competitor of Chinese and

domestic footwear
manufacturers.
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Challenges
The theft of copyrights, designs

and industrial designs that are
common in our country also
causes many difficulties in the
company's production.
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Challenges
The design team is young and

doesn't have much experience.
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THANK YOU FOR LISTENING
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Asian Marketing

*: According to the General Statistics Office

Biti's businesses have strong

According to: https://ladigi.vn/chien-luoc-

Biti's has a nationwide

According to: https://ladigi.vn/chien-luoc-

Biti's regularly interested in

According to: https://ladigi.vn/chien-luoc-

The company with abundant

According to: https://ladigi.vn/chien-luoc-

According to: https://ladigi.vn/chien-luoc-

Biti's also has a more

According to: https://ladigi.vn/chien-luoc-

Marketing capacity is not high,

Continuously releasing products that

The prices of Biti's products are

After many years of dominating

Biti's as well as that of large

• Biti's products have many bright

BiTi's footwear products are

International market expansion:

Biti's has a large distribution

The design improvement does

Direct competitor of Chinese and

The theft of copyrights, designs

The design team is young and

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