SCHOOL OF WESTERN SYDNEY
GROUP ASSIGNMENT COVER SHEET
STUDENT DETAILS
Student name:
Lê Thu Quyên
Student ID number:
B1112015664
Student name:
Vương Mỹ Ngân
Student ID number:
B1112014315
Student name:
Nguyễn Ngọc Nhi
Student ID number:
WSU21000043
Student name:
Bùi Gia Khánh
Student ID number:
21000462
Student name:
Student ID number:
UNIT AND TUTORIAL DETAILS
Unit name:
Principle of Marketing
PMK-T32WSU-3
Tutorial/Lecture:
Đỗ Thùy An
Class day and time:
Lecturer or Tutor name:
ASSIGNMENT DETAILS
Title:
Marketing Report
Length:
1940
Due date:
11/16/2021
Date submitted:
11/17/2021
Home campus (where you are enrolled):
41-43 Vo Van Tan
DECLARATION
I hold a copy of this assignment if the original is lost or damaged.
I hereby certify that no part of this assignment or product has been copied from any other student’s work
or from any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another
(previous or current) assessment, except where appropriately referenced, and with prior permission
from the Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/produced for me by any other person except
where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work will be reproduced and submitted to plagiarism detection software programs for
the purpose of detecting possible plagiarism (which may retain a copy on its database for future
plagiarism checking).
Student’s
signature:
Thu Quyen
Student’s
signature:
My Ngan
Student’s
signature:
Ngoc Nhi
Student’s
signature:
Gia Khanh
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has
not been signed.
TABLE OF CONTENT
1. Executive summary………………………………………………………………………2
2. Introduction……………………………………………………………………………….2
3. Environment Analysis……………………………………………………………………2
4. SWOT Analysis…………………………………………………………………………..3
5. STDP Analysis……………………………………………………………………………4
5.1 Segmentation……………………………………………………………………….4
5.2 Targeting…………………………………………………………………………….4
5.3 Differentiation………………………………………………………………………..4
5.4 Positioning…………………………………………………………………………..5
6. Marketing Mix…………………………………………………………………………….6
6.1 Product………………………………………………………………………………6
6.2 Price………………………………………………………………………………….6
6.3 Place…………………………………………………………………………………7
6.4 Promotion……………………………………………………………………………7
7. Conclusion………………………………………………………………………………..8
8. References……………………………………………………………………………….9
9. Appendix…………………………………………………………………………………11
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1. Executive summary
This report aims to explore the marketing activities of Biti’s Hunter. First, it was the
general information about its parent brand- Biti’s, and microenvironment. After that,
SWOT analysis enables the reader to overview the sub-brand’s strengths,
weaknesses, opportunities, and threats. In the following part, Biti’s Hunter marketing
strategy was examined according to STDP and 4Ps strategy. Finally, this report
consists of the conclusion, an appendix – which contains evidence, detailed
information for the entire report.
2. Introduction
Biti’s was recognized initially as Binh Tien Rubber Corporative, who initiated their
operation in 1982 with only twenty employees. Gradually, from a small manufacturer
in the southside of Viet Nam, they are now the exceptionally prestigious company
with 1,500 retail stores located across the country, becoming the significant
benchmark of producing high-quality footwear for other entrepreneurs. In 1992, the
company was officially known as Biti’s and determined to turn itself into the top of
making consumer goods among Asian countries. Likewise, the mission of “Tender
care for Vietnamese feet” was manifestly proven not only through their instant
adaptation but also its hard-working on innovative designs.
During the 2010s, Biti’s encountered substantial pressure emerging from the change
in preferences of the young generation. As a result, most of Biti’s product lines were
considered outmoded and old-fashioned at that time. Plus, the pressure was even
worse due to the approaches of foreign footwear brands into the VietNam market.
The company was facing the threat of losing a significant market share, resulting in
the establishment of the sub-brand Biti’s Hunter to revive the company from the edge
of falling.
3. Environment Analysis
In the beginning, Biti’s accomplished a particular success by focusing on the low and
middle class. Nonetheless, since the living standard has been increasing, the term
‘sneaker’ has become not only the mode of transportation but also represents
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personal traits, motivating Biti’s to re-branded into Biti’s Hunter to serve more market
segments. As a result, the energetic young generation remains the priority of Biti’s
Hunter in segmentation. Nevertheless, it may be challenging to dominate the
footwear Viet Nam market since it must compete with other local brands such as
Mot, Ananas, which have a similar segmentation. Regarding global brands, there are
numerous familiar brands, for instance, Nike, Adidas, Vans.
4. SWOT Analysis
Strengths
Weaknesses
● Strong reputation and experience in the
Vietnam footwear industry.
● A massive operation structure of retail stores,
products range, and management.
● First-mover in Vietnam’s footwear market.
● Flexible & creative marketing strategies
● Poor exchange & return policy: customers
can only exchange one size difference.
(“Chính Sách Đổi Trả,” 2021)
● Higher prices compared to other domestic
brands such as Ananas, Juno.
● Primarily distributed through official stores