Research report at the end of the term sale management final report biti’s hunter

Overview Nang niu ban chân Việt Biti's Binh Tien Consumer Goods Company is a brand specializing in manufacturing shoes and sandals in Vietnam.. Established in 1982, Biti's, formerly kno

MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY OF ECONOMICS AND FINANCE HO CHI MINH

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UNIVERSITY OF ECONOMICS & FINANCE

Research report at the end of the term

SALE MANAGEMENT

FINAL REPORT: BITP?S HUNTER

Lecture: Mr Nguyen Tien Huy Class: 232 MGT1107E.A02E Student: Tran Gia Linh Student ID: 215047805

Prologue

I would like to thank Mr Nguyen Tien Huy, a student of Sales Management, for imparting knowledge and enthusiastically following, guiding, and guiding

me to study this module so that I can complete the thesis My essay is a summary of the knowledge and experiences that have been taught and shared Because I have no experience in these subjects and my knowledge is still limited, my article below will not escape the silence I hope to receive your comments so I can complete the following reports

Table of contents CHAPTER 1: COMPANY/SERVICE/PRODUCT -

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3 Visslon/MIssion/ Core VaÌUe co c2 v1

4 Distribution sysfem - 1 212221112 112 21 tr nườ

1.3 ProposaÌL c1 112 12 112112 TT kx kh tờ

CHAPTER 2: SALES ORGANIZATION ìcò.c 222

CHAPTER 3: SELLING PROCESS 0 ca

CHAPTER 1: COMPANY/SERVICE/PRODUCT

L COMPANY

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1 Overview

Nang niu ban chân Việt

Biti's (Binh Tien Consumer Goods Company) is a brand specializing in manufacturing shoes and sandals in Vietnam Established in 1982, Biti's, formerly known as Binh Tien and Van Thanh production complexes, had only 20 workers specializing in the production

of simple rubber sandals

In 1986, the two groups above merged to form Binh Tien Rubber Cooperative, which specializes in manufacturing high-quality footwear for domestic consumption and export to Eastern and Western European markets

Currently, there are 2 production bases, 7 branches, 3 trade centers, | business center, 156 marketing stores and more than 1500 agents across the country and export products to 40 countries worldwide

2 History

1982: Started up from two production complexes: Binh Tien and Van Thanh at Binh Tien Street, District 6 - Ho Chi Minh City with 20 workers, specializing in the production of sumple rubber sandals

e@ 1986: Two cooperative groups merged to form Binh Tien Rubber Cooperative operating

in District 6, specializing in the production of high-quality sandals and slippers for domestic consumption and export to Eastern and Western countries

e 1989: Binh Tien Rubber Cooperative was the first non-state entity in the country granted the night to directly import and export by the State

® 1990: In order to compete with imported goods, Binh Tien Rubber Cooperative invested completely in Taiwanese technology and produced a new product — EVA foam footwear

® 1991: Established Son Quan Joint Venture Company - a jomt venture between Binh Tien Rubber Cooperative and Taiwan SunKuan Company - specializing in manufacturing

comedy and slippers for export This is the first jot venture between a Vietnamese private economic unit and a foreign company (term of 18 years)

e 1992: Binh Tien Rubber Cooperative transformed into Binh Tien Consumer Goods Manufacturing Company (Biti's) specializing m manufacturing all kinds of Styrofoam sandals, Sports Sandals, Fashionable Men's and Women's Leather, Sports Shoes, Western Shoes, Comedy domestic and foreign consumption; The Center for Domestic Business

& Bien Mau was born to officially develop and expand the domestic market

e 1995: Binh Tien Dong Nai Co., Ltd (Dona Biti's) was established specializing in manufacturing sports shoes, sports sandals, foam sandals of all kinds, fashion leather shoes for men and women, western shoes, comedy consumption at home and abroad

e 2000: Established Representative Office in Yunnan, China

e 2001: Biti's was certified by BVQI and QUACERT to meet the international quality management system standards ISO 9001:2000

e 2002: Established Biti's Central Highlands Trade Center

e 2005: Established Biti's Northern Trade Center

e 2006: Established Biti's Lao Cai Trade Center and Biti's Da Nang Business Center

e 2008: Established Biti's Western Branch

e 2009: Established Biti's Southern Branch; Launching train route Sapaly Hanoi - Lao Cai - Hanoi

e 2013: Opening the first 4-star hotel in Lao Cai: Sapaly Hotel Lao Cai

3 Vision/ Mision/ Core value

Mission: Constantly improving, improving the quality of providing true products

to the meaning of Biti's brand identity "Prestige - quality”

Vision: Becoming a major consumer goods manufacturing company in Asia

Core value: Take quality as the core value

4 Distribution system

Domestic market: Up to now, Biti's has owned a product distribution system stretching from North to South with 7 branch centers, 156 marketing stores and more than 1,500 retail distribution intermediaries

International market: the company has export markets of more than 40 countries around the world:

¢ Asia: Taiwan, Korea, Malaysia, Japan, Singapore, Thailand,

« Middle East: Saudi Arabia, United Arab Emirates, Israel, Lebanon

* Europe: UK, Poland, Portugal, Denmark, Germany, Netherlands, Greece, Norway, Russia, France, Finland, Spain, Turkey, Sweden, Switzerland

¢ Americas: Argentina, Brazil, Canada, Chile, Ecuador, Mexico, PanamaS5

¢ Australia: New Zealand, Australia

II PRODUCT

1 Fashion leather shoes (southwest shoes for men and slip-ons for women)

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2 Athletic shoes: Biti’s Hunter sneakers

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3 Foam rubber sandals/slippers

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4 Sandals for adults and kids

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5 High heels

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6 Group products of Biti’s

¢ Product group eva foam (ethyl vinyl acetate)

« Mesh sandals group, technology and main materials are EVA and mesh fabric

¢ PU (polyurethane) product group

* Group of sports shoes using advanced techniques of vulcanization, late pressing and injection

The main materials are neoprene, leather, leather racks and fabrics

PROPOSAL

¢ Market Expansion:

¢ Market Research: Conduct comprehensive market research in the target countries, understanding local preferences, demographics, and purchasing behavior This data will inform product offerings and marketing strategies

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¢ Local Partnerships: Establish partnerships with local distributors, retailers, or e-commerce platforms to penetrate the market effectively Leveraging local expertise can expedite market entry

¢ Pricing Strategy: Develop pricing strategies that align with local economic conditions and consumer purchasing power while maintaining Biti's value proposition

* Localized Marketing: Create marketing campaigns that resonate with each target market's unique culture and consumer needs This may involve collaborating with local influencers and adapting advertising to regional preferences

¢ Supply Chain Management: Optimize the supply chain to accommodate the demands of international expansion, including efficient distribution and inventory management

* Product Development:

* R&D Investment: Allocate resources for research and development to create innovative and sustainable footwear designs Engage with product designers and sustainability experts

to ensure the development of market- leading products

* Quality Assurance: Implement ngorous quality control measures to ensure that the new eco-friendly products maintain Biti's commitment to quality while meeting sustainability standards

« Consumer Education: Educate consumers about the benefits of sustainable footwear through marketing materials, product packaging and in-store information

Chapter 2: Sale Organization

Sales leadership

Sales Management

Sales Team

* ar Wholesale Retail international || Corporate | {E-commerce pene

Sales Sales Sales Sales and Sale Support

Team Team Team Team man

Team

¢ Chief Sales Officer (CSO): The CSO serves as the top executive responsible for the entire sales operation Their key functions include: Setting overall sales strategies and objectives, overseeing and managing the entire sales organization, developing and monitoring sales performance metrics, establishing and nurturing key partnerships and relationships

¢ Sales Managers: These managers are responsible for overseeing specific sales teams and regions They set sales targets, develop sales strategies, and monitor the performance of their respective teams Sales managers are crucial for aligning sales efforts with the company's objectives

* Retail Sales Team: This team focuses on managing sales in Biti's physical retail stores and outlets It includes sales associates who assist customers, store managers who oversee store operations, and visual merchandisers who optimize product displays to attract shoppers

« E-commerce Sales Team: This team is dedicated to online sales through Biti's official website and e-commerce platforms It may include e- commerce managers responsible for

online store operations, digital marketers who promote products online, and customer service representatives who assist online customers

* Wholesale and Distribution Team: This team manages sales to distributors and wholesalers They work on building and maintaining relationships with these partners, negotiating contracts, and ensuring that Biti's products are effectively distributed to retailers and markets

* International Sales Team: If Biti's is expanding to mternational markets, this team 1s responsible for market research to understand regional preferences, export logistics, and sales strategies tailored to specific regions They work to establish partnerships with international retailers and distributors

Corporate Sales Team: This team focuses on business-to-business (B2B) sales and targets corporate clients or bulk sales opportunities They may cater to companies seeking custom- branded footwear for employees or special events, such as corporate uniform requirements

¢ Sales Support: This includes administrative support staff who assist with tasks like order processing, inventory management, and coordination of sales activities

Overall, this well-structured sales organization enables Biti's to efficiently manage and grow its sales operations across different channels and markets, providing flexibility and scalability in reaching customers and partners effectively The roles and responsibilities are clearly defined, helping ensure that the sales teams can focus on their specific functions while contributing to the company's overall sales objectives

PROPOSAL

¢ Digital and Online Presence: Enhance the digital presence of Biti's by leveraging online platforms, social media, and mobile applications Develop a user-fnendly website and mobile app that allow customers to easily explore the menu, place orders, and participate loyalty programs Embrace digital marketing strategies, such as targeted online ads and influencer partnerships, to expand brand reach and attract new customer

¢ Collaboration with Local Partners: Form strategic partnerships with local businesses, organizations, or influencers to enhance brand visibility and reach Collaborate with popular local brands for co-branded promotions or sponsor local events to engage with the community These partnerships can help Biti's tap into new customer segments and drive sales through cross-promotion

* Continuous Market Research: Conduct regular market research to stay updated on consumer trends, preferences, and competition in the updated on consumer trends, preferences, and competition in the Vietnamese coffee market This will enable Biti's to

identify emerging opportunities, adapt their offerings, and stay ahead of the competition Collecting feedback from customers through surveys or focus groups can also provide valuable insights for improving the sales organization and overall customer experience

¢ Performance Measurement and Incentives: Establish a performance measurement system

to track individual and team sales performance Recognize and reward top-performing sales representatives and store managers to foster motivation and a competitive spirit within the sales organization Incentives, such as bonuses or recognition programs, can drive sales targets and encourage exceptional customer service

Chapter 3: Selling process

Prospecting

In this step, Bitis’s sales people will write a list of Biti's potential customers with the same characteristics hobbies, personalities, shopping behaviors, ages, genders After that the sales staff will actively find them through several channels

Here are the list of Biti's potential customers that every sales person needs to know:

¢ Age: Teenagers and young adults (15-25 years old)

¢ Located mainly in big cities: HCM City

* Needs: They need to find shoes that can be worn to school, to work and to play sport or to jom many ourdoor activities

¢ Wants: They want to have shoes that not only affordable, fashionable, durable but also comfortable when wearing

¢ Hobbies: Playing sports, doing outdoor activities, listening to music, traveling

¢ Lifestyle: Dynamic, experiencing and exploring new things when traveling doing exercises and playing sports regularly

¢ Daily style: Wearing fashionable clothes along with suitable shoes, focus on the aesthetic

of the entire outfit

* Shopping ocassions: Holidays (Tet, X-mas) and promotional days (Black Fridays, end-of- season sales )

¢ Shopping behavior: Love trying products directly (buy at stores), preferrmg buying products online when being sure everything about the products (fitted size, color) The next thing to do is to determine where can we find those customers

Here are some channels and places that Biti's sales people can find their customers:

GT channel

Traditional business models such as new markets, markets, and groceries

e Ways to reach customers:

1/ Capturing customer needs