Biti’s is one of the top brand shoes in Vietnam and also is the popular brand shoes in the world. However, these times Biti’s is more and more lost their market because of some reasons, and I think there are three major reasons affect Biti’s sales: * The first reason is that Biti’s has been quite slow in innovating design, upgrading quality and especially ignoring marketing activities. * The second reason is Chinese goods have invaded intensively and become the key player in the shoes market. These fact leads to Biti’s decreasing market share estimated about 15%. * And the third reason is that the consumer’s perception about Biti’s is “durable but expensive and out-of-date design”, although actually its price is reasonable.
Biti’s divided their market into three basic customers:
* The first target market that Biti’s is aiming at Vietnam is the children ranging from 1 to 15 years old (it takes 15.65% of Vietnam – according to the statistic in 2010). And Biti’s bases on this target customer and it’s devided into 3 periods of age: Children are from 1 to 3 years old (it’s called the object one): with this object, their parent concern about the quality of shoes, how about the shape. They are willing to buy high quality shoes with expensive price. Children are from 3 to 7 years old (it’s called the object three): this object is more similar with the object one, but it’s affected by their parents’ income and the children’s hobbies. Children are from 7 to 15 years old (it’s called the object seven): this object their parents buy shoes according to their children’s hobbies that are affected by the media and the Internet. And the different hobbies between male and female are also affected to the decision what should buy. * The second is oriented customers that focus on children’s parents and siblings. * And the third is potential customers that focus on children’s grandparents. The oriented and potential...
Please join StudyMode to read the full document