Assignment on Marketing Planning and Processes

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ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Planning and Processes
Submission date 11/12/2021 Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student Name HA THI MY LINH Student ID GBS200541
Class GBS0909B Assessor name NGUYEN KIM HAO
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand
that making a false declaration is a form of malpractice.
Student’s signature
Grading grid
P1 P2 M1 M2 D1

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CONTENTS
1. Introduction.......................................................................................................5
1.1 Bitis’s History............................................................................................. 6
1.2 Bitis’s Finance............................................................................................ 7
2. Vision, Mission and Core Value........................................................................8
3. Marketing Concept............................................................................................9
3.1 Strategy Building Process........................................................................ 10
3.2 Market Segment......................................................................................11
3.2.1 Market segmentation by demographic.........................................11
3.3 Behavior patterns market segmentation......................................... 14
3.4 Bitis’s Target Market............................................................................... 15
3.5 Target Customers.................................................................................... 15
3.6 Positioning Strategy................................................................................ 15
4.The Definition of Marketing Mix.....................................................................16
5. Analysis of Biti's Marketing Mix strategy...................................................... 17
6. Four Ps Model of Bitis..................................................................................... 17
6.1 P1: Product............................................................................................ 18
6.1.1 Categorize Bitis's shoe products....................................................19
6.1.2 Bitis product life cycle....................................................................24
6.1.3 New product development............................................................25
6.1.4 Repositioning................................................................................. 25
6.2 P2: Price.................................................................................................... 26
6.2.1 Price influencing factors ............................................................... 28
1. Level of competition............................................................................28
2. Market characteristics........................................................................ 28
6.2.2 Pricing strategy.............................................................................. 28
6.2.3 Segmentation pricing strategy and customer psychology pricing
strategy....................................................................................................29
6.3 P3: PLACE...............................................................................................30
6.3.1 Biti's Marketing Strategy on Distribution System (Place).............30
6.3.2 Bitis Place Strategy.........................................................................31
6.3.3 Selection of Bitis's main distribution channels............................. 32
6.4 P4: PROMOTION................................................................................... 33
6.4.1 Bitis Transmission.......................................................................... 35
7. Micro Environment......................................................................................... 36
Demographics................................................................................................36
Economic........................................................................................................37

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Culture............................................................................................................39
8.Micro Environment.......................................................................................... 40
Company........................................................................................................ 40
Supplier.......................................................................................................... 41
Customers......................................................................................................42
9.SWOT ANALYSIS............................................................................................... 43
10.Organization Structure of Bitis......................................................................44
10.1 The link between the company's departments—production, research
and development.......................................................................................... 44
10.2 Departmental relationships and the marketing department.............. 45
10.3 Marketing and sales have a strong working connection..................... 46
11. Conclusion..................................................................................................... 47
12. References List.............................................................................................. 48

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1. Introduction
With the progress of the market economy and the opening of international integration,
many world-famous footwear brands such as Nike, Adidas, Chinese, Puma and others
brands footwear enter and "sink" a Vietnamese shoe brand because its design, style, and
sophistication are inferior to other shoe lines. Nevertheless, with the successful
reintroduction of Biti's Hunter line, it appears that a Vietnamese shoe brand is being
revitalized.
Biti's, also known as Binh Tien Consumer Goods Enterprise, is a well-known footwear
manufacturing company in Vietnam that was founded in 1982 in District 6, Ho Chi Minh City.
Scale: Initially, two tiny cooperative organizations in Ho Chi Minh City, Binh Tien and Van
Thanh. Currently, the company has two production bases, two branches, two trade centers,
two business centers, 33 marketing stores, and over 2,300 agents throughout the country,
and it exports products to 40 countries worldwide, including highly competitive markets
such as Russia, Ukraine, the United Arab Emirates (UAE), Bahrain, and many others. Sticking
with the childhood of several generations of Vietnamese people (8x, 9x) from school
sandals impressed by the "super durable" quality, Biti's has gradually conquered people
consumers of all ages with good quality footwear products, created by the hands of
Vietnamese minds to serve the Vietnamese people at prices that are suitable for the masses,
since its inception in 1982. As a result, Biti's is honored to be preferred for a variety of
intriguing titles such as "national brand," "childhood brand”.

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1.1 Bitis’s History
Biti's has established objectives and action aims in each production and business era
through slogans such as: Towards the future; Always with you; With you every step of the
way... The noble purpose that Biti's is aiming towards at the moment is the phrase "Biti's -
Nurturing Vietnamese feet": The goal of humanistic and creative products is to make
beautiful, uplifting items. High value and class for users, design activities must satisfy
customer preferences while remaining safe, gentle, and enjoyable to use. As a result, even if
Biti's goods are sold to many countries across the world, Biti's continues to employ the
heart of the Slogan as a guideline for its production and commercial operations, which is
"Creating Vietnamese feet" - "Tender Care of your feet."
1982 1986 1990 1992
Establishment of the
Van Thanh complex
Coming from a
family that has been
creating footwear
since the 1960s. Mr.
and Mrs. Vuu Khai
Thanh founded Van
Thanh Company in
1992 with 20
employees to create
footwear for export
to Eastern Europe
and the Union.
Buckets were offered
through the barter
scheme at the time.
Merger with Binh
Tien complex
Using the money
saved, Mr. and Mrs.
Vu Khai Thanh
purchased the Binh
Tien complex and
combined it with the
existing one, forming
the Binh Tien Rubber
Cooperative, which
specializes in the
production of high-
quality footwear and
accessories for
children. Vietnam, as
well as Eastern and
Western Europe.
Taiwanese EVA
Technology
Following a period of
research with the
goal of enhancing
product quality, Mr.
and Mrs. Vu Khai
Thanh bravely
traveled to Taiwan to
discover new
technology and then
invested in
Taiwanese
machinery to
produce new
products - shoes.
EVA foam slippers of
the highest quality
available at the time.
Officially renamed
to Biti's
In 1992, the General
Director officially
changed the
company name to
Binh Tien Consumer
Goods Company - or
Biti's.

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1.2 Bitis’s Finance
Since 2017, customers have grown accustomed to the image of new items presented with
Son Tung M-TP. Domestic customers, however, will no longer see the combo of Biti's and
Son Tung M-TP in 2020. Biti's, on the other hand, concentrates on shoes and sandals that
communicate a message against the COVID-19 epidemic. Because the Covid-19 epidemic
will have a negative impact on the world economy in 2020, it is not unexpected that Biti's
revenue and after-tax profit would collapse. In particular, net revenue in 2020 was little
more than VND 1,672 billion, a 15.1 percent decrease from 2019. Profit after tax fell to VND
76.6 billion. On the other side of the ledger. Biti's total assets will be VND 2,042 billion by
the end of 2020. Debts total 507 billion dong. Biti's biggest hit with COVID-19 will be in 2020.
Because the disease is more severe in 2021, the situation may deteriorate. The COVID-19
pandemic had a significant effect on numerous economic sectors in Vietnam by 2021.
During the third outbreak of the plague, many localities enacted social separation and travel
restrictions, which harmed Vietnam's footwear sector.

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Biti's charter capital is VND 270 billion, then on December 20, 2016, it boosted its capital to
VND 437 billion, a 61.8 percent increase. The capital given by all 11 Bitis owners expanded
proportionally, and no new shareholders arrived. Mr. Vuu Khai Thanh remains Biti's largest
shareholder despite the additional charter capital. Mr. Vuu Khai Thanh, 67, is the current
Chairman of Biti's Member Council. Ms. Lai Khiem, Mr. Vu Khai Thanh's wife, is the second
largest shareholder, with a capital contribution of 141 billion VND. In addition, Mr. Vu Khai
Thanh's three children, Vu Le Quyen, Vu Le Minh, and Vu Tuan Kiet, hold a total of 76.5
billion VND. As a result, Mr. Vuu Khai Thanh's family owns about 380 billion VND at Biti's,
representing an ownership percentage of nearly 87 percent.
2. Vision, Mission and Core Value
VISION
Choosing to establish a vision and confirm the image in order to develop Binh Tien HTD
Production Co. into a powerful and rising corporation not only in the nation but also
throughout the world, while preserving its leadership position. Leading in Vietnam and
aggressively integrating with the rest of the globe, we want to become Asia's largest
consumer products manufacturer. Developing as a major consumer products manufacturer
in Asia. Constantly upgrading, producing items that are consistent to the concept of Biti's
brand identity "Prestige - quality."
MISSION
The company is committed to continuously improving, improving the quality of product
supply, and better meeting the increasing and diverse needs of customers, just as the
meaning of Biti's brand identity "Uy credibility - quality" implies, in order to build long-term
trust for all customers.
CORE VALUE
Biti's is too well for the longevity and high quality. Despite the fact that people's lives are
becoming more modern, consumers do not just consider elements such as durability,
beauty, stylish, trendy, but Bitis always seeks to establish their own core values for
customers.