Biti’s PEST SWOT ANALYSIS company situation analysis binh tien HTD manufacturing co known as biti’s is a 39 years old vietnamese brand

About The CompanyIntroduction Binh Tien HTD Manufacturing Co Known as Biti’s is a 39 years old Vietnamese brand.. Biti’s become the most recognised, trusted by the customers and proudly

PEST & SWOT

ANALYSIS

About The Company

Introduction Binh Tien HTD Manufacturing Co Known as Biti’s is a 39 years old Vietnamese brand Biti’s become the most recognised, trusted by

the customers and proudly to be “National brand”

Biti’s Hunter

Biti’s Hunter released in 2017

and instantly revised the whole

company after a long time of

being dominated by foreign

brands The revenue keep

increasing in the next 3 years

Mission

Constantly improving quality to provide products with the meaning of Biti's brand identity "Prestige -

Quality"

B2 B1

A

Company situation

analysis

MACRO ENVIRONMENT

- The current

population

97,239,469 people,

with 34% living in

urban areas, mainly

in the working age

- The average life

expectancy is 77

years

- The average

income is about 50

million/year

- A stable political system

- The footwear industry in Vietnam has always been concerned by the

government

- Vietnam economy has grown rapidly for the last few years

- Average monthly wages at just

approximately 5,5 million VND, most Vietnamese would

be able to afford BITI’S if they deem the value worth it

Political Economic

Demographi

c

MACRO ENVIRONMENT

- Developing special

bonding technology

(no acacia) that

creates durability for

the product

- Shoe material has

been researched and

improved to meet high

standard

- Improving in

production lines and

input materials,

printing technology

and much more

Technology

- Copyright and intellectual property laws are cared and put into action

- Vietnam has signed many partnership agreements with other countries to create favorable conditions for exporting

- Many suitable policies from the government for the shoes making industry

Legal

- Start advocating Vietnamese brand because of patriotism and quality

- Still fond of using foreign products as they are “big brand”

Social

MICRO ENVIROMENT

- Nano spray:

need to spray the right

amount and wait for 6 -12h

- Rain shoe covers: carry beside, need to wash to remove the dirt ,

unfashionable

Threat of substitution

- Biti's has no competitors

in the same price

segment

- Big foreign brands

Adidas, vans, Nike,

Competitiv

e rivalry

- Customers buy

in small

quantities

- Customers are

not price

sensitive

- The difference

between Biti's

and its

competitors is

clear

-> Buyer power

is weak

Buyer

power

- R&D expense for waterproof shoes is high

- Big brands shoes are made for winter weather

- > Threat is low

Threat of new entrants

- Long-term relationship with suppliers

- Cost of switching suppliers is not too high

-> Supplier power

is weak

Supplier power

No Brand Biti’s Shoes Adidas

Product

description

- Mostly from China

- Not favourable for Youth

- Durable

- Good design

- National brand

- Well designed

- New technology

- Hype

Price < 500 thousand

VND

~ 1 million VND 2,5 million - 4 million VND

Advantage

- Trendy shoes (replicate big brand)

- Lower price

- Domestic brands

- Nationwide distribution network

- Reputation for product quality

- Trendy shoes

- Good looking

- New technology

- High quality

Disadvantage

- No technology

- Product quality is low

- No brand

- Not trending/ hype as foreign brands

- The technology is low

- High price

- Distribution (few stores)

COMPETITORS Analysis

The company invested in modern

equipment lines of Taiwan and Korea

Perform ISO management

Infrastructure structure

Internal resources

01

02 03

04 Biti's purchase of raw materials and supplies

from other countries, especially China

Purchasing

7,000 skilled workers in 5 factories and a team of young and diligent staff ; policies on training and viewed training as a practical and legitimate right of all its members

Human resource management

Designer team is up to hundreds of people

The R&D team is now developing new

material Biti’s is well known for the speed in

producing new product (only3 weeks for a

new product)

Technological development

COMPETITIVENESS OF BITI’S

Innovation

- Continuously renews production line

- Applying new technologies to produce products (I.e rubber to EVA, followed by PU and TPR)

- Creative business idea

- Recognized, trusted

by consumers

- The most famous

brand in the fashion

industry” - 2006

- Top 40 most valuable

corporate brands in

Vietnam - 2016 and

2017

Satisfying customers

- Extensive distribution system (>4000 agents offices)

- Ensuring the fastest distribution of goods

- One- price policy

Well-known

Brand

Customer Analysis

- The power of emotional

attachment

- Influencer helps promoting

products

- Hype products and trends

- Simple designs - easier

to mix and match with outfit

- Consumers expect an consistency in product developing

- According to research of biti’s customers, the most cared factors is durability, follow up is pricing and features

- Consumer often use Omni channel to purchase

- The youth pay more attention on new technology

SWOT Analysis

0 1

0 2

0 3

0 4

Weaknesses

● Scarcity of raw materials, most

of which need to be imported

● One-price-selling policy: Biti's has had to accept a significant profit reduction to compensate for shipping costs to the

company

● Lack of head investment

Opportunitie

s

● Customers care about

technology + quality

● Living standards are

increasingly enhanced

● Customers are more

favourable in national

brand

SO

● Most popular

Vietnamese shoes

brand

● Widely distributed

● High Quality

● The policy of "one

price" across the

country

● Modern production line

system

Strengths

Threats

● Competition of Chinese products.There are also products from Thailand, Malaysia, Japan

-> Attack the psychology of Vietnamese consumers to prefer foreign goods.

● Along with the competition of foreign products, other footwear companies such as ASIA, VINA shoes are also strong

competitors of Biti's

Thanks for listening