This document provides an analysis of the footwear industry in Vietnam and the Biti's footwear company. It begins with an introduction describing the growing footwear industry in Vietnam since joining the WTO and describes Biti's history from a small production base in 1982 to a large company today. It then performs a SWOT analysis of Biti's identifying strengths like quality and reputation, weaknesses like limited promotion, opportunities from population growth and threats from competitors. Recommendations are made for Biti's to improve marketing through digital strategies and leverage celebrity partnerships. In conclusion, the analysis provides insight into Biti's business strategies as it aims to regain market share among young consumers.

1. INDUSTRY ANALYSE
Biti’s footwear
Instructor: Dr. Nguyen Pham Duy Anh
Group 4
Đậu Đức Thăng (10622037)
Nguyễn Phú Vang (10622046)
Nguyễn Trà My (10622026)

2. Industry Analyse: Biti’s Footwear Industry
Contents
INTRODUCTION………………………………………………………… 3
1. Description of the industry 3
2. Description of the company 3
SWOT REPORT………………………………………………………….. 4
1. Strenght 4
2. Weakness 5
3. Opportunities 6
4. Threats 7
LIMITATION ……………………………………………………………. 8
RECOMMENDATION………………………………………………….. 8
REFERENCE AND APPENDIX……………………………………… 9
1. Reference list 9
2. Appendix 12

3. I . INTRODUCTION
 1. Description of the industry
o The global footwear business is still moving production to develop nations, particularly
those with good investment climates, political stability, and peace. When Vietnam joined
the WTO, tariffs, and initiatives to boost export and production were eliminated, and
Vietnam became a destination for investment from leather shoemakers. After crude oil
and textiles, footwear is one of the three sectors with the highest export turnover today,
contributing more than 10% to overall export turnover. The leather and footwear sector,
which has around 240 active businesses and employs about 500,000 people, is a leader in
export. Asia's third-largest and fourth-largest producer of footwear is Vietnam.
 2. Description of the company
o From a tiny production base that began in 1982, Binh Tien cooperative, with a few dozen
employees, specialized in the production of rubber sandals in District 6, and was, above
all, the engine for the nation's economic growth. The devoted owner of Biti's has faced
many challenges during the period of the supported economy. Nevertheless, after more
than 33 years, Binh Tien customer Goods Production Co., Ltd (Biti's) has steadily
developed a production and export strategy that is in line with the times, developing a
footwear brand Biti's connected with customer requirements and tastes. Currently, Biti's
company is a powerful entity that has made strides in the production and sale of shoes. It
has the manpower, materials, and funds necessary to advance the industry and increase
productivity.

4. II. SWOT REPORT
Strength Weakness
o Good quality
o Affordable price
o Long-term good reputation
o Large distribution network
o The leading footwear manufacturer in Vietnam
o Decoration is not attractive
o Poor promotion
o No service after selling ( warranty )
o Bitis has not yet been active in the raw material
supply chain
Opportunities Threats
o The government encourages Vietnamese to use
Vietnamese products
o Viet Nam population is young and increasing
rapidly
o Vietnam jointed WTO
o Sandals made in China are various and cheap
o Obstacles when exporting products to Europe
o Foreign brands come to Vietnam
o Inflation or economic crisis
1. Strength
Vietnam's top footwear maker is Bitis. Bitis has been there since 1982 when it was founded,
but it wasn't until 2013 when Vu Le Quyen took over that the company had its dramatic
breakthrough transformation. Along with its two production facilities, the company currently
operates seven branches, two trade centers, two business centers, 156 marketing stores, and
more than 1,500 agents throughout the nation. It also exports goods to 40 different nations,
including Bahrain, the United Arab Emirates (UAE), Russia, and Ukraine. The strength and

5. depth of Bitis is the ability to balance finances among members to decrease the use of
interest-bearing loans and boost productivity. This is accomplished by making breakthroughs
in revenue and profit, expanding capacity, size, and advantages, and diversifying Bitis
system's product and distribution lines. For Bitis to convert to producing sneakers in early
2016 with marketing help from two cult characters at the time, Son Tung MTP and Soobin
Hoang Son, Vu Le Quyen substantially invested 5 million USD in production technology (see
Chart 1 in Appendix). In the following three years, Biti's business status will continue to
improve. When compared to Biti's performance in 2016, the parent company's net revenue in
2019 was 1,954 billion VND, and its net profit was 111 billion VND, up 51% and 42%,
respectively (see Chart 2 in Appendix). In a similar vein, Binh Tien Dong Nai Co., Ltd.
(Dona Biti's), a Biti's subsidiary founded in 1995, also showed encouraging business results
as they continued to rise, with net revenue and net profit in 2019 reached 1,943 billion VND
and 113 billion VND, respectively (see Table 1 in Appendix). When there is a product line
that is both qualities guaranteed and a fashionable design, in keeping with trends and desires
of the younger clients, Biti's is known for its strength and "never break" quality. Owning a
pair of authentic, beautifully designed shoes with a price tag of between 400,000 and 650 000
is preferable to purchasing subpar imitations of international brands.
2. Weakness
For agents to be eligible for the incentives, Biti's items must be displayed in at least 60% of
the available shop space, as per the terms of the agency contract. Due to Biti's broad dealer
network, it can be challenging to simultaneously oversee all agent activity that may
negatively impact Biti's reputation and future financial success. Additionally, it restricts
customers' ability to access and buy things. Currently, Bitis has a great need for raw materials

6. and resources due to the necessity to diversify the types of products involved in business to
provide quality assurance for the company's clients. Despite the fact that domestic enterprises
possess the capability to manufacture the required materials, they are unable to meet the
stringent criteria set by Bitis. As a result, Bitis heavily relies on imports, sourcing
approximately 60% of its raw materials from various countries across the globe. This
strategic decision allows Bitis to secure the necessary materials that meet their specific
standards and quality requirements. However, it is important to note that Bitis also
contributes significantly to the domestic market by sourcing the remaining 40% of its raw
materials from within the country. This dual approach of international sourcing and domestic
procurement ensures that Bitis maintains a balance between accessing superior materials and
supporting the local economy. The change in design is slower than demand since there is no
design team or team committed to investigating product demands. This issue arises from the
training and recruitment strategy's lack of openness and reasonableness, which has prevented
it from attracting candidates with high levels of originality and competence. Because Bitis is
a well-established footwear brand and because consumers are psychologically accustomed to
the high caliber of Bitis products, marketing efforts have not been concentrated on
promoting, leaving few and no organizations. As a result, marketing capacity is still limited.
routinely, professionally, and sporadically, primarily through direct marketing at dealers and
stores.
3. Opportunities
With a very high percentage of its population falling into the X, Y, and Z generations,
Vietnam is experiencing a golden era of population growth. This gives Biti's Hunter the
chance to capitalize on the popular mentality of this generation, which is that "You only live

7. once" – you only live once in your life, emphasizing the expression of personality and living
with the passion of the world. It can be claimed that this is a prospective market in the
coming years for a newly established brand that primarily targets the domestic market. The
market for Biti's footwear items will develop due to the population's rapid growth, opening up
chances for quick increases in sales and product consumption. Vietnam's GDP will increase
at 8.02% in 2022, which is also a wonderful chance for Biti's Hunter given that today's youth
spend 25–30% of their money on shoes and clothing (see Table 2 in Appendix). Vietnam has
a sizable, potential market that is continually expanding and evolving. In particular, it was
predicted that GDP would expand by 3.32% in the first quarter of 2023 compared to the same
time in the previous year, which is only slightly more than the growth rate of 3.21% in the
first quarter of 2020 from 2011 to 2023 (see Table 3 in Appendix). Biti's Hunter has more and
more opportunities to improve product quality and increase competitiveness as a result of the
mindset that "Vietnamese people use Vietnamese goods" as well as the combination of
modern technology and government support in the Trade policy. Notable technologies
include LifeKnit and LiteFlex.
4. Threats
Foreign shoe companies like Adidas and Nike are Biti's biggest rivals. These brands have
dominated the Vietnamese footwear market for many years, are utilized by consumers as
enduring markers of location, and have established numerous norms for local producers like
Biti's. Euromonitor International (Passport, n.d.) reports that Adidas won the regional
clothing and footwear market by 1.3% in 2020. Bitis, who only received a 1.1% market share,
moved up to the fourth position in this industry. Additionally, local shoe companies like Mot
and Ananas are gaining popularity with their new, minimalist designs and are quickly

8. attracting the attention of young people thanks to their similarly low costs, pushing Biti's to
place a premium on it. Product innovation and pricing monitoring to provide customers with
improved product value. Numerous multinational fast fashion companies, including Zara and
H&M, have taken notice of Vietnam's quickly expanding economy and are extending their
product lines to include sports shoes and other forms of footwear, including shoes and high
heels. By offering inexpensive alternatives, they may target Biti's market share. Since Biti's
items are reportedly being imitated more frequently, there is also the potential for
counterfeiting as Biti's popularity grows (Haiduong TV, 2021). This could lead to
controversy. Controversy over subpar products might erode consumer trust in the brand.
III. Limitation
The data we gather is still limited in many aspects, and there may be several unclear aspects.
As we are Vietnamese-German students, the sources of data we access from the internet may
not have a high level of reliability as expected. Bitis Company might have published certain
information online to portray the difficulties they have overcome, creating an admirable
image for the company. However, we also acknowledge that there may be underlying issues
in reality, such as employee exploitation or incomplete payment of benefits. These aspects
may not be publicly disclosed or emphasized online to maintain a positive company image.
We understand that reading our article may require empathy from the readers. We are making
our best efforts to seek accurate and trustworthy information to provide you with the most
useful knowledge and insights. Nevertheless, due to our limited knowledge and access, some
ambiguity and shortcomings are inevitable. Therefore, we hope you can understand and
evaluate the information we provide thoughtfully, taking personal responsibility for
verification and utilization.

9. IV. RECOMMENDATIONS
Overall, SWOT analysis shows a thorough comprehension of Biti's strengths and possibilities
through theories of marketing strategy. Threats from competitors and design flaws have also
been and are being addressed. Biti's decides to use digital marketing as a new marketing
strategy. By using this strategy, Bitis was able to reach a significant number of potential
clients. When the choice of KOL (key opinion leader, an influential member of the online
community) has aroused the interest and curiosity of consumers, the communication strategy
is thought to be quite effective. Additionally, Bitis runs a variety of digital marketing
strategies, one of which involves working with online marketplaces. Additionally, from the
extensive study shown above, we have a better understanding of Biti's business strategies and
market positioning, particularly when it "returns" to the market with its Biti's Hunter product
line, which is targeted at young consumers. Bitis ought to benefit from prior celebrity
partnerships. It can gain knowledge from other companies' experiences, particularly from
Nike and Michael Jordan's prosperous collaboration. This builds on earlier initiatives and
extends consumer sentiment throughout the market. Public relations can be a powerful
marketing tool. Even though it might raise market awareness and interest. The most popular
public relations resources include articles, conferences, speeches, books, community
involvement, hotlines, and more.
IV. APPENDIX AND REFERENCE
 1. Reference list
Ban bien tap tong hop. (2022, December 12). ‘Tổng quan về ngành giày dép Việt Nam trong
năm 2022’ , vsi.gov

10. Retrieved from https://vsi.gov.vn/vn/tin-cong-nghiep-ho-tro/tong-quan-ve-nganh-giay-dep-
viet-nam-trong-nam-2022-c2id2133.html
Brands Vietnam 2018, Biti’s Đi để trở về, Brands Vietnam
Retrieved from https://www.brandsvietnam.com/campaign/209-Bitis-Di-de-tro-ve
Huyền My. (2017, January 5). ‘Cuộc 'cách mạng trắng' của Biti’s: Cách để thương hiệu đánh
vào lĩnh vực mình hoàn toàn trắng tay và thành công vang dội’ , Cafebiz
Retrieved from https://cafebiz.vn/cuoc-cach-mang-trang-cua-bitis-cach-de-thuong-hieu-danh-
vao-linh-vuc-minh-hoan-toan-trang-tay-va-thanh-cong-vang-doi-20170105093642068.chn
Hòa My. (2020, October 3). ‘Cuộc chiến giành lại quyền 'nâng niu bàn chân Việt' của Biti's
và các hãng giày nội’ , Vietnambiz
Retrieved from https://vietnambiz.vn/cuoc-chien-gianh-lai-quyen-nang-niu-ban-chan-viet-
cua-bitis-va-cac-hang-giay-noi-20200927095345681.htm
Koi. (2020, August 13). ‘Vì sao Biti’s thành công chinh phục thế hệ millennials và Gen Z tại
thị trường Việt Nam?’ , STYLE-REPUBLIK
Retrieved from https://style-republik.com/vi-sao-bitis-huner-thanh-cong-chinh-phuc-the-he-
millennials-va-gen-z-tai-thi-truong-viet-nam/
Lương Hạnh. (2023, February 6). ‘Chien luoc marketing: Biti’s thang lon nho chieu bai viral
khon kheo’, MarketingAI
Retrieved from https://marketingai.vn/chien-luoc-marketing-bitis/#khoi-nguon
Minh Sơn. (2022, October 25). ‘Sức ép của Biti's sau năm vụt sáng’ , Vnexpress
Retrieved from https://vnexpress.net/suc-ep-cua-biti-s-sau-nam-vut-sang-4518494.html

11. Minh Ng. (2018,July 16). ‘Biti’s Hunter – Cú lội ngược dòng của đế chế giày dép Việt’,
Vietcetera
Retrieved from https://vietcetera.com/vn/bitis-hunter-cu-loi-nguoc-dong-cua-de-che-giay-
dep-viet
Passport n.d, Apparel and Footwear in Vietnam, Passport
Retrieved from
https://www-portal-euromonitor-com.ezproxy.lib.rmit.edu.au/portal/magazine/homemain
TTXVN/Báo tin tức. (2023, March 29). ‘GDP quý I/2023 ước tăng 3,32%’ , Baotintuc
Retrieved from https://baotintuc.vn/infographics/gdp-quy-i2023-uoc-tang-332-
20230329150551032.htm
Tổng cục Thống kê. (2022, December 29). ‘GDP Việt Nam năm 2022 ước tăng kỉ lục 8,02%,
cao nhất 11 năm qua’ , Congdankhuyenhoc
Retrieved from https://congdankhuyenhoc.vn/gdp-viet-nam-nam-2022-uoc-tang-ki-luc-802-
cao-nhat-11-nam-qua-17922122911072482.htm
Thùy An. (2022, December 29). ‘GDP năm 2022 tăng cao nhất trong hơn một thập kỷ’ ,
VTV.VN
Retrieved from https://vtv.vn/kinh-te/gdp-tang-cao-nhat-trong-hon-mot-thap-ky-
202212290922589.htm
TTXTTM Hải Phòng, ‘Ngành da giày Việt Nam’, Smartex
Retrieved from https://www.smartex.com.vn/vi/thong-tin-thi-truong/nghien-cuu-thi-
truong/nganh-hang-noi-bat/thong-tin-chi-tiet-nganh-hang-va-quoc-gia/giay-dep/47-nganh-da-
giay-viet-nam

12.  2. Appendix
Chart 1:What clients talk about Bitis Hunter on social media
( Source: https://cafebiz.vn/cuoc-cach-mang-trang-cua-bitis-cach-de-thuong-hieu-danh-vao-
linh-vuc-minh-hoan-toan-trang-tay-va-thanh-cong-vang-doi-20170105093642068.chn )

13. Chart 2: Net revenue for the shoe and footwear industries from 2016 to 2019
( Source: https://vietnambiz.vn/cuoc-chien-gianh-lai-quyen-nang-niu-ban-chan-viet-cua-bitis-
va-cac-hang-giay-noi-20200927095345681.htm )

14. Table 1: 2019 financial performance of Bitis and its subsidiaries
( Source: https://vietnambiz.vn/cuoc-chien-gianh-lai-quyen-nang-niu-ban-chan-viet-cua-bitis-
va-cac-hang-giay-noi-20200927095345681.htm)

15. Table 2: GDP growth rate by economic sector in 2022
( Source: https://vtv.vn/kinh-te/gdp-tang-cao-nhat-trong-hon-mot-thap-ky-
202212290922589.htm )
Table 3: GDP in the first quarter of 2023 is estimated to increase by 3.32%

16. ( Source: https://baotintuc.vn/infographics/gdp-quy-i2023-uoc-tang-332-
20230329150551032.htm )