HO CHI MINH NATIONAL UNIVERSITY
UNIVERSITY OF INFORMATION TECHNOLOGY

FACULTY OF INFORMATION SYSTEM

FINAL PROJECT
DIGITAL MARKETING STRATEGY FOR
BITIS COLLECTION "Bitis Hunter X spiky collar"

Subject: Digital Marketing
Lecture: MSc. VĂN ĐỨC SƠN HÀ
Group member:
PHẠM TIẾN ĐẠT

20521176

VŨ MINH HỒNG

21520244

NGUYỄN ĐẶNG HỒNG HÀ

21520801

MAN NGƠ THỦY TIÊN

21521526

NGUYỄN THỊ THÙY TRANG

21521557

Ho Chi Minh City, June 2023


ACKNOWLEDGEMENT
First of all, we would like to express our sincere gratitude to the esteemed professors at
the University of Information Technology, Ho Chi Minh City National University, and the
faculty of Information Systems for providing us with the fundamental knowledge that serves
as the foundation for our project.
In particular, we would like to extend our deepest thanks and appreciation to Dr. Tran
Van Hai Trieu, who taught the Online Marketing (theory) course, and Mr. Van Duc Son Ha,
who taught the Online Marketing (practical) course. We are grateful for their dedicated
teaching and guidance, which have been invaluable in helping our team complete our course
report.
During the project implementation, we applied the accumulated foundational knowledge,
combined with learning and researching from our professors, and classmates, as well as
various reference materials. From these sources, we maximized the information we collected
to deliver the best possible project report. However, due to our limited specialized knowledge
and lack of practical experience, the content of the report may still have some shortcomings.
We sincerely hope to receive your feedback and additional guidance to further enhance our
knowledge, enabling us to utilize it for future projects as well as in our future studies and
work.
Once again, we would like to express our sincere and heartfelt gratitude to our
professors and friends!
Ho Chi Minh City, June 15, 2023
Student group


LECTURE’S FEEDBACK
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TABLE OF FIGURE
Figure 1.1 Biti's Logo.............................................................................1
Figure 1.2 Biti's Hunter Logo....................................................................4

Figure 2.1 The global footwear market share from 2011 to 2018........................6
Figure 2.2 The trend of searches related to the keyword “sports shoes” in 2021
bases on Google Trends data........................................................................... 8
Figure 2.3 The export value of Vietnam’s footwear industry from 2010 to 2022....10
Figure 2.4 Product image.......................................................................13
Figure 2.5 Product image.......................................................................13
Figure 2.6 Campaigns run by Bitis Hunter..................................................17
Figure 2.7 Footwear Market by Geography, Global 2021................................18
Figure 2.8 Products of Adidas Source: adidas.com.vn....................................22
Figure 2.9 Products of Nike Source: vuahanghieu.com...................................23
Figure 2.10 Jazico shoe product from Ananas, a competitor............................24
Figure 2.11 Product of the Sneaker CLASS 1 in SH line by Shondo ...................25
Figure 2.12 Vans Authentic Classic Black/White Shoe...................................26
Figure 2.13 Converse Run Star Hike.........................................................27
Figure 2.14 Bitis Hunter X......................................................................29
Figure 2.15 Bitis Hunter Street combine with VietMax.................................. 29
Figure 2.16 Vietnam Arising Bitis Hunter Street x VietMax Collection..............29
Figure 2.17 Distribution channel diagram of Bitis Hunter...............................31
Figure 4.1 Statistics on customer discussions about Biti's Hunter shoes on..........43


Figure 4.2 Chart illustrating the average price range customers are willing to
spend to own a pair of shoes...........................................................................47
Figure 4.3 Chart illustrating the factors influencing purchasing decisions ...........47
Figure 4.4 Statistics on customer desires/wishes/preferences ............................48
Figure 6.1 Budget for Phase 1..................................................................59
Figure 6.2 Budget for Phase 2..................................................................59
Figure 6.3 Budget for Phase 3..................................................................60
Figure 6.4 Budget for Phase 4..................................................................60
Figure 6.5 Budget for Physical.................................................................61

Figure 6.6 KPI & Budget for Project.........................................................61


AGENDA
CHAPTER 1: INTRODUCTION TO THE TOPIC........................................1
1.1.

The Reason for choosing the product:..............................................1

1.2. General Introduction to Biti's Company..............................................1
1.3. Formation and Development Journey.................................................2
1.4. Scale.......................................................................................... 2
1.5. Historical Development...................................................................2
1.6. Mission and Vision:........................................................................3
1.6.1. Mission:.................................................................................3
1.6.2. Vision:.................................................................................. 4
1.7. Meaning of the name "Biti's Hunter":................................................ 4
CHAPTER 2: SITUATION......................................................................5
2.1. Market Segments:......................................................................... 5
2.2. The Potential of the Online Sports Footwear Market..............................6
2.3. P.E.S.T.L.E:.................................................................................8
2.3.1. Political................................................................................. 8
2.3.2. Economic...............................................................................9
2.3.3. Social...................................................................................10
2.3.4 Technological.........................................................................11
2.3.5. Legal...................................................................................14
2.3.6. Environment.........................................................................15
2.4. Market Trend.............................................................................17
2.5. S.W.O.T.....................................................................................18



2.6. The current marketing performance.................................................19
2.7. Customer Insight:........................................................................ 20
2.8. Competitors:...............................................................................20
2.8.1. Direct competitors...................................................................20
2.8.2. Potential competitor................................................................23
2.9. Digital resources..........................................................................27
2.10. Business evaluation..................................................................... 28
2.11. Supplier................................................................................... 29
2.12. Distribution strategy...................................................................30
2.12.1. Types of distribution channels.................................................. 31
2.12.2. Members in the distribution channel..........................................33
CHAPTER 3: OBJECTIVE....................................................................35
3.1. Business objectives:......................................................................35
3.2. Marketing objectives:................................................................... 36
3.3. Marketing communication objectives:...............................................37
CHAPTER 4: STRATEGY.....................................................................37
4.1. STP Model.................................................................................37
4.1.1. Segmentation:........................................................................38
4.1.2. Targeting..............................................................................39
4.1.3. Positioning:...........................................................................40
4.2. Describe Target Audience...............................................................41
4.3. Competitive advantages.................................................................42
4.3.1. Customers circle - What is the customer looking for?.......................42


4.3.2. Company circle - What do customers think about Bitis Hunter?.........42
4.3.3. Competitor circle - What do customers think about our competitors? 43
4.4. Insight & big idea.........................................................................46
4.4.1. Our customer demand (survey data):...........................................47

4.4.2. Our product role:...................................................................48
4.4.3. Conclusion............................................................................48
CHAPTER 5: TACTICS........................................................................49
5.1. Marketing Mix 4Ps.......................................................................49
5.1.1. Product................................................................................49
5.1.2. Price....................................................................................50
5.1.3. Place....................................................................................51
5.1.4. Promotion:........................................................................... 52
5.2. Channel/ social media....................................................................53
CHAPTER 6: ACTION.........................................................................54
6.1. IMC Plan...................................................................................54
6.2. KPI & Budget.............................................................................59
CHAPTER 7: CONTROL......................................................................62
7.1. Measurement metrics....................................................................62
7.2. Analyze the risks:.........................................................................62
7.2.1. Changing Consumer Trends......................................................63
7.2.2. Marketing and Promotion Effectiveness.......................................63
7.2.3. Quality and Durability Concerns................................................ 63
7.2.4. Pricing and Affordability..........................................................63


7.3. Solution..................................................................................... 63
7.3.1. Product problem....................................................................63
7.3.2. Consumer trends.................................................................... 64
7.3.3. Marketing Strategy.................................................................64
CHAPTER 8: REFERENCES.................................................................65


CHAPTER 1: INTRODUCTION TO THE TOPIC
1.1. The Reason for choosing the product:

The product of sports shoes is increasingly favored and popular among young people.
However, Biti's is becoming outdated in the eyes of consumers. Understanding this, Biti's has
undergone a remarkable transformation and introduced Biti's Hunter - Light as a feather, a
premium Vietnamese sports shoe line with great potential for development.
1.2. General Introduction to Biti's Company

Figure 1.1 Biti's Logo
Biti's is a household consumer goods manufacturing company, officially known as Biti's Joint
Stock Company, specializing in footwear production in Vietnam. Founded in 1982, the
company is renowned for its slogan "Nâng niu bàn chân Việt" (Caring for Vietnamese Feet).
It is a trusted and familiar brand among consumers and a source of pride for the Vietnamese
people as a national brand. The company consists of two member units: Biti's Joint Stock
Company and Biti's Dong Nai Joint Stock Company (DONA Biti's). The company's website
can be found at />In addition, the company has achieved several notable accomplishments, including being
awarded the Vietnam Value National Brand twice (in 2008 and 2010) and receiving the
"High-Quality Vietnamese Goods Leading Brand" award. It has also been recognized as a
Top Ten Trusted and Quality Vietnamese Brand, receiving the Gold Cup for three
consecutive years (2005-2007), awarded by the Vietnam Union of Science and Technology
Associations.
1.3. Formation and Development Journey
Starting as a small manufacturing facility in 1982, Biti's began as a cooperative named Binh
Tien, specializing in rubber footwear production in District 6 with only a few dozen workers.
Despite facing numerous challenges during the period of a centrally planned economy, Biti's,
driven by the dedicated individuals passionate about the country's economic development,
persevered. Over the course of more than 33 years, Biti's has built a modern production and
export strategy, creating a footwear brand that caters to the needs and tastes of consumers.
Presently, Biti's has become a strong entity, demonstrating breakthroughs in the footwear
manufacturing and trading sector, equipped with the necessary human, material, and financial
resources to achieve even greater success.
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1.4. Scale
Biti's initially consisted of two small cooperatives, Binh Tien and Van Thanh, located in Ho
Chi Minh City. Currently, in addition to the two production facilities, the company has 7
branches, 2 commercial centers, 2 business centers, 156 retail stores, and over 1,500
distributors nationwide. Biti's also exports its products to 40 countries worldwide, including
markets such as Russia, Ukraine, the United Arab Emirates (UAE), and Bahrain.
1.5. Historical Development
1982: Biti's originated from two production cooperatives, Binh Tien and Van Thanh,
situated on Binh Tien Street, district 6, Ho Chi Minh City, with 20 workers,
specializing in simple rubber footwear production.
1986: The two cooperatives merged to form Binh Tien Rubber Cooperative, operating
in District 6 and focusing on producing various types of footwear, both for domestic
consumption and export to Eastern and Western Europe.
1989: Binh Tien Rubber Cooperative became the first non-state enterprise in Vietnam
to be granted direct import-export rights by the State.
1990: Binh Tien Rubber Cooperative invested in Taiwanese technology and
introduced new products (EVA foam shoes) to enhance competitiveness against
imported goods.
1991: The establishment of the joint venture company, Son Quan, between Binh Tien
Rubber Cooperative and SunKuan Taiwan, specializing in the production and export of
sandals and footwear. This was the first joint venture between a private Vietnamese
economic entity and a foreign company (with an 18-year term).
1992: Binh Tien Rubber Cooperative transformed into Biti's Joint Stock Company,
specializing in the production of various types of foam footwear, sports sandals,
men's and women's leather shoes, sports shoes, dress shoes, and sandals, catering to
both domestic and international markets.
1995: The establishment of Biti's Dong Nai Joint Stock Company (Dona Biti's).
2000: Opening a representative office in Fujian Province, China.

2001: Biti's obtained BVQI and QUACERT certification for meeting the ISO
9001:2000 international quality management system standards.
2002: Establishing the Biti's Central Highlands Commercial Center.
2005: Establishing the Biti's Northern Commercial Center.
2006: Establishing the Biti's Lao Cai Business Center.
2006: Establishing the Biti's Da Nang Business Center.
2008: Opening the Biti's Mekong Branch.
2009: Opening the Biti's Southern Branch and launching the Sapaly Hanoi - Lao Cai Hanoi train route.
2013: Inaugurating the first 4-star hotel in Lao Cai: Sapaly Hotel Lao Cai.
1.6. Mission and Vision:
1.6.1. Mission:
Continuously improve and enhance the quality of products, fulfilling the true meaning of
Biti's brand identity: "Trustworthy - High Quality".
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Biti's Joint Stock Company is committed to continuously improving and enhancing the quality
of product offerings to meet the increasing and diverse demands of customers, in line with the
true meaning of the Biti's brand identity: "Trustworthy - High Quality," and to build long-term
trust with all customers.
1.6.2. Vision:
To become a strong consumer goods manufacturing company in the Asian region.
The decision to establish a vision and affirm the company's identity aims to develop Biti's
Joint Stock Company into a strong and continually growing company, not only domestically
but also internationally, maintaining a leading position in Vietnam and actively integrating
with the international market. The company strives to become a strong consumer goods
manufacturing company in the Asian region.
1.7. Meaning of the name "Biti's Hunter":
Bitis Hunter is a product designed for courageous "hunters" who are constantly on the move,
seeking new experiences and expanding their horizons.

The name "Bitis Hunter" symbolizes the spirit of adventure and exploration. It is targeted
towards individuals who are adventurous and constantly seeking new experiences, just like
hunters in pursuit of their targets. The product is designed to provide durability and
reliability for these adventurous individuals as they navigate through various terrains and
environments.

Figure 1.2 Biti's Hunter Logo
The meaning of the brand name "Biti's Hunter" is as follows: "Hunter" refers to a skilled and
focused individual, symbolizing qualities such as agility, concentration, and precision. In life,
each of us has goals to strive for, and if we possess the characteristics of a "Hunter," achieving
those goals becomes less challenging. Biti's hopes that with these shoes as our constant
companion, we can embody the spirit of a hunter, always ready to explore and conquer the
challenges in life.

CHAPTER 2: SITUATION
2.1. Market Segments:
The sports footwear market is expected to grow at an average rate of 1.8% from 2011 to
2018, reaching $84.4 billion in 2018. The non-athlete sports footwear market is also a
significant market segment, with an expected higher annual growth rate compared to the
sports footwear market. The global footwear market is divided into men's, women's, and
children's footwear. The men's footwear market leads the segment with a 52% market share.
The children's footwear market is expected to grow at a rate of 3.7% due to high convenience
and the design of footwear for children.
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Some of the largest footwear brands in the global market include Nike Inc., Adidas AG, Puma
AG, Under Armour Inc., Skechers USA Inc., Jones Apparel Group, Asics Corporation, Geox
SpA, Wolverine Worldwide Inc., Ecco Sko A/S, The Timberland Company, Deckers Outdoor
Corporation, Genesco, Inc., Crocs, and New Balance.


Figure 2.1 The global footwear market share from 2011 to 2018
According to the Population Report in 2021, Vietnam's population is 98.47 million people.
The urban population accounts for approximately 37% of the total population. The large
population leads to a high demand for shoes/footwear, making it a potential market for Biti's.
The population structure is predominantly young, with a majority in the working age group,
which means there is an abundant labor force with creative thinking and easy integration. Here
is some demographic information about the population of Vietnam:
0-14 years: 23.55% (males 11,909,326 / females 10,735,324)
15-24 years: 16.23% (males 8,098,019 / females 7,509,021)
25-54 years: 45.56% (males 22,087,095 / females 21,719,615)
55-64 years: 8.55% (males 3,798,928 / females 4,419,837)
65 years and over: 6.12% (males 2,281,923 / females 3,601,075)
BITI'S Hunter targets the age group from 17 to 25 years old.
2.2. The Potential of the Online Sports Footwear Market
In the past, sports shoes were considered accessories that simply made physical activities more
comfortable and easier, often seen only during physical education classes. However, in recent
years, these shoes have become extremely popular and have become an essential item in the
wardrobe of both men and women. Regardless of your personal style, owning a pair of sports
shoes has become a necessity.
The high demand for these products indicates that selling sports shoes is a promising business
idea that can generate significant profits for entrepreneurs. In contrast to the saturated clothing
market, the sports footwear industry is seen as a highly potential direction for business in
Vietnam at present.
The potential of the online sports footwear market is particularly noteworthy. With the rapid
growth of e-commerce and the increasing number of online shoppers, selling sports shoes
online opens up new opportunities. Online platforms provide convenience, a wide range of
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choices, and the ability to reach a larger customer base. Moreover, the online market allows
for effective marketing strategies and targeted advertising campaigns to reach potential
customers.
In addition, the online sports footwear market offers flexibility and cost-effectiveness for
both sellers and buyers. Sellers can showcase their products without the limitations of
physical store space, while buyers can easily compare prices, read reviews, and make
informed purchasing decisions.
The online sports footwear market in Vietnam holds great potential for entrepreneurs who are
looking to tap into the growing demand for sports shoes. With the right strategies and a focus
on customer satisfaction, businesses in this industry can thrive and achieve substantial
success.

Figure 2.2 The trend of searches related to the keyword “sports shoes” in 2021 bases
on Google Trends data
2.3. P.E.S.T.L.E:
2.3.1. Political
The law to minimize the problem of counterfeit and low-quality products in Vietnam is
aimed at protecting consumers and ensuring the quality of products. It includes strict
regulations and penalties for those involved in the production and sale of counterfeit or
substandard goods. This helps create a fair and competitive market environment where
businesses that offer genuine and high-quality products can thrive.
In terms of politics and legislation, the Vietnamese government has implemented policies and
laws to safeguard consumer rights. These regulations cover various aspects such as product
safety, labeling, advertising standards, and consumer protection. By enforcing these laws, the
government aims to build consumer trust and confidence in the market, promoting a sense of
security among customers when purchasing products. This, in turn, leads to increased
consumer loyalty and a willingness to spend more to support trusted brands like Biti's.

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Furthermore, the government, in collaboration with the Ministry of Trade, has launched the
campaign "Người Việt Nam ưu tiên dùng hàng Việt Nam" (Vietnamese prioritize using
Vietnamese products). This campaign aims to raise awareness among Vietnamese consumers
about the importance of supporting local businesses and using Vietnamese products. It
encourages consumers to choose and prioritize Vietnamese brands, fostering the growth and
development of domestic companies and helping to build a strong national brand identity. By
emphasizing the benefits of using Vietnamese products and creating a favorable environment
for local businesses, the government aims to boost the competitiveness of Vietnamese brands
both domestically and internationally. This initiative not only supports economic development
but also promotes national pride and a sense of unity among Vietnamese consumers.
2.3.2. Economic
According to the statistics from the General Department of Customs, Vietnam's footwear
exports in October 2022 are estimated to reach over 1.96 billion USD, an increase of 9.54%
compared to September 2022 and a significant surge of 109.42% compared to October 2021.
As of the end of October 2022, the total export value of this product reached 20.12 billion
USD, a rise of 41.36% compared to the same period last year, accounting for over 6.43% of
the country's total export turnover of goods in the first 10 months of 2022.

Figure 2.3 The export value of Vietnam’s footwear industry from 2010 to 2022
Until the end of the first quarter of 2022, Vietnam's economy continues to be regarded as the
"fastest-growing economy in Southeast Asia" as a result of key prerequisites such as
widespread vaccination and effective prevention of COVID-19. This reality allows Vietnam's
recovery policies to be implemented with confidence, with a projected GDP growth of 6.5% in
2022. The strong commitment from the government, approved by the National Assembly with
nearly 90% of votes in favor, provides additional momentum for the
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economic machinery. International rating agency Fitch Ratings has also upgraded Vietnam's

rating to BB with a positive outlook, forecasting an accelerated GDP growth of 6.1% in 2022
and 6.3% in 2023 (compared to 2.6% in 2021).
=> Economic growth leads to increased consumer spending, allowing companies to
expand their operations and achieve higher profits.
2.3.3. Social
In Vietnamese culture, footwear holds a significant place, with sandals being particularly
favored by people of all ages. Sandals are considered comfortable and suitable for the
Vietnamese climate, allowing the feet to breathe in hot weather.
For the 80s and 90s generations in Vietnam, who are now in their 30s and 40s, durability and
affordability are key factors when choosing footwear. They prioritize practicality and seek
value for their money. This consumer group values products that can withstand daily wear and
tear, as well as provide long-lasting comfort.
However, the younger generation of Vietnamese consumers, especially those in their 20s and
early 30s, have different preferences. They are more dynamic, adventurous, and focused on
self-expression. This group seeks unique and fashionable footwear that aligns with their
personal style. They are willing to explore new designs, colors, and trends.
Moreover, young Vietnamese consumers are increasingly influenced by global fashion and
footwear trends. They are active on social media platforms, follow fashion influencers, and
stay updated on the latest international footwear brands. This exposure has broadened their
horizons and opened their minds to diverse styles and designs.
As a result, there is a growing market segment in Vietnam for innovative and stylish
footwear that caters to the preferences of the young, fashion-conscious consumers. This
presents an opportunity for both local and international footwear brands to tap into this
market and offer products that combine quality, style, and affordability.
To succeed in this evolving market, companies need to understand the preferences and
aspirations of Vietnamese consumers, especially the younger generation. They should focus
on creating trendy and durable footwear that aligns with the dynamic lifestyles and fashion
sensibilities of Vietnamese youth.
Overall, the Vietnamese footwear market offers immense potential for brands that can
provide a balance between quality, style, and affordability, while keeping up with the

changing consumer preferences and trends.
2.3.4 Technological
The rapid advancement of technology in the 21st century has greatly influenced the
operations of Biti's. Technology has revolutionized various aspects of the company's
processes, from design and production to customer engagement and sales.
In terms of design and production, technology has allowed Biti's to enhance efficiency and
precision. Computer-aided design (CAD) software enables designers to create detailed and
innovative shoe designs, streamlining the design process and reducing the time required to
bring new products to market. Additionally, advanced machinery and automation have
improved the manufacturing process, resulting in higher productivity and consistent quality
control.
Knits technology:
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Knits technology refers to a type of fabric that is created by interlocking loops of yarn. The
process involves linking the loops together by holding the old loops while new loops are
formed in front. The old loops are then passed through the new loops to create a specific
knitting pattern. The sequential actions include horizontal rows, vertical columns, and
circular rows.
Knits technology provides a comfortable experience for users, especially in footwear products
with innovative features. The knitted fabric surface is soft, breathable, stretchy, and resilient.
It also has thermal insulation properties and does not wrinkle easily.
Outsole Liteflex 3.0 technology:
Outsole Liteflex 3.0 is an advanced rubber formula used for the shoe sole. It is an
improved rubber compound with optimized characteristics such as flexibility, good
friction, and abrasion resistance, which enhance the durability and long-term usability of
the product.

Figure 2.4 Product image

The insole is made of premium 3D molded O-foam material, featuring 6 massage points that
provide a snug fit and support for the feet. The crocodile-patterned elastic fabric is
antimicrobial, ensuring a comfortable and moisture-wicking sensation while reducing sweat
and unpleasant odors.

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Figure 2.5 Product image
Furthermore, technology has played a crucial role in enhancing customer interactions and
sales channels for Biti's. The widespread use of the internet and e-commerce platforms has
enabled the company to reach a larger customer base beyond physical store locations. Biti's
has developed its online presence, providing customers with the convenience of browsing and
purchasing products from the comfort of their own homes. Online shopping platforms and
mobile applications have made it easier for customers to explore the product range, read
reviews, and make informed purchase decisions. This has not only expanded Biti's customer
reach but also created a seamless shopping experience for consumers.
Moreover, technology has facilitated efficient and secure payment methods for customers.
Online payment gateways and mobile payment solutions have made transactions faster, more
convenient, and less reliant on cash. Customers can now complete purchases with just a few
clicks, eliminating the need to physically visit a store or handle cash. This convenience has
contributed to attracting a broader customer base and increasing sales for Biti's. Additionally,
technology has played a significant role in improving supply chain management for Biti's. The
implementation of inventory management systems and data analytics has enhanced forecasting
accuracy, optimized inventory levels, and minimize stock outs or overstock situations. This
streamlined supply chain ensures that products are readily available to meet customer demand,
improving customer satisfaction and loyalty.
Overall, the integration of technology in Biti's operations has brought numerous benefits,
including improved design capabilities, enhanced manufacturing processes, expanded sales
channels, and optimized supply chain management. Embracing and leveraging technology

has allowed Biti's to stay competitive in the market, attract a diverse customer base, and
provide a seamless and convenient shopping experience for consumers.
2.3.5. Legal
In each business sector, there are specific legal regulations governing its operations. The laws
concerning product safety and quality, along with branding, contribute to the elimination of
counterfeit Bitis products. In our country, the policies for protecting consumer rights are
relatively good, creating a sense of reassurance for consumers. As a result, many consumers
have become loyal customers to the brand
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Biti's Return Policy:
Customers can exchange the shoe size if the product doesn't fit.
Returns are accepted for defective products.
The cost of shipping for size exchanges and returns due to defects is covered.
Biti's Warranty Policy:
Free warranty coverage is provided for cases such as open glue, torn stitching, broken
hooks, and detached decorative patterns.
Customers need to provide the invoice (delivery note) and the warranty card of the
product.
Biti's Loyalty Program:
With every purchase at Biti's stores, Biti's Hunter stores, and the Bitis.com.vn website,
customers accumulate points that can be redeemed for attractive rewards and gifts. The Biti's
Loyalty app makes it easy to earn points and track them.
E-commerce Payment Policy (source: Ministry of Finance, Vietnam):
Many modern technologies have been researched and applied to payment operations, such as
biometric authentication, QR codes, digital card information, contactless payments, and using
smartphones as payment devices. These advancements contribute to enhancing transaction
safety, security, and convenience while reducing costs, which have been positively received by
consumers and suppliers of goods and services.

By the end of the first quarter of 2019, there were 18,668 ATMs and 261,705 POS machines
installed in various establishments, distribution chains, retail stores, large hotels, healthcare
facilities, hospitals, and schools across the country. The number of domestic card payment
transactions reached 65 million, with a total value of 171,000 billion Vietnamese dong.
Commercial banks have integrated additional features into bank cards for purchasing goods
and services, thereby improving the safety of card payments.
2.3.6. Environment
The natural environment plays a crucial role in Biti's production process by providing various
raw materials. These raw materials are essential for creating their products, such as footwear.
However, the availability of these resources is gradually diminishing, which poses challenges
for the company.
As the resources become scarcer, the costs associated with sourcing and acquiring them
increase. Biti's needs to invest more in securing and transporting these resources, which can
be expensive. This additional cost puts pressure on the company's budget and affects its
overall investment strategy.
Furthermore, the issue of environmental pollution and waste management also impacts Biti's
operations. The company needs to invest in technologies and processes to treat and dispose of
waste properly, in line with environmental regulations. These investments not only require
financial resources but also require dedicated infrastructure and trained personnel. Addressing
environmental concerns and complying with regulations can result in additional expenses for
Biti's. This expenditure can include implementing eco-friendly practices, adopting sustainable
manufacturing processes, and ensuring proper waste disposal. These measures are essential for
minimizing the company's ecological footprint and preserving the environment.
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However, while these investments may incur significant costs, they are necessary for the
long-term sustainability and reputation of the company. By prioritizing environmental
responsibility, Biti's can mitigate potential risks, enhance its brand image, and attract
environmentally conscious customers.


Figure 2.6 Campaigns run by Bitis Hunter
In summary, the depletion of natural resources and the need to invest in environmental
sustainability pose challenges for Biti's. The company must navigate these issues by balancing
the costs associated with resource acquisition, waste management, and sustainable practices to
ensure its long-term profitability and contribute to a healthier environment.
2.4. Market Trend
The increasing awareness of health benefits among consumers after the COVID-19 pandemic
has brought a certain number of customers to the Bitis Hunter product line. After a period of
isolation, people tend to engage in more outdoor activities, and choosing a pair of shoes that
are both stylish and suitable for their journeys becomes essential.
The retail e-commerce sector has been growing tremendously in recent years, and the rising
disposable income in society also brings certain advantages to the footwear industry.
The Asia-Pacific market is expected to witness significant growth during the forecast period
from 2021 to 2028, driven by the strong economic development in this region.

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