Research On Marketing Strategy Of Binh Tien Company In China Market

Nowadays,under the pressure of international economic integration,businesses are no longer limited by borders.To survive and develop,businesses cannot just stay in domestic market but thrive to international market.In fact,Vietnamese enterprises are mostly small or medium sized and limited in experience.When joining international market,they almost rely on their own strengths,thus difficulties and challenges are inevitable.But thanks to those challenges,excellent enterprises also have opportunities to gain more successes,like shining stars.With the development of economy,it is essential for the enterprises to grab the trend by promoting their strengths in business.In fashion industry,footwear has become a key component.For the recent years,footwear products that made in Vietnam have been regarded of generally quite high quality,and so far gained prestige in the international market.Among Vietnamese footwear enterprises,Biti's is the first originated company in Vietnam and it is the leading company in Vietnam footwear industry.Biti's has been successful in integrating in the global market.With two affiliated companies,Biti's has brought its products to the global market which are available in more than 30 countries.The company's footwear products have gradually confirmed its position in the international market.Among countries where Biti's appeared,China is a strategic market of the company,not only because China is a big country,but also because of cultural similarity and the similarity in consumer trends between Vietnam and China.In addition,the bilateral trading between Vietnam and China is considerably promoted because of supports and promotive policies by two governments.So,it is essential for Biti's to enter China market to ensure its development sustainably.This thesis studies about why and how Bitis can be successful in entering China's market and its sustainable long term in this market.Especially,this study focuses on the need of Biti's to find effective business strategies that suits them best in China market.This paper mainly adopts the theories and the practice of the research methods,the combination of marketing theory,combined with the results of Biti's Ltd Vietnam analysis to develop marketing strategy in China market.Firstly,this research will briefly introduce about Biti's Ltd Vietnam,the purpose and target of the paper.After that,some theories related to strategies of entering international markets will be discussed.Secondly,based on research of external and internal environment of Biti's,advantages and disadvantages of Biti's in entering China market will be analyzed.Thirdly,this research will discuss how marketing mix,marketing mix theory,building product strategy,price strategy,channel strategy and promotion strategy applied into the real context of case study in Biti's.Finally,in order to implement the marketing strategy effectively,the corresponding security measures are formulated.This paper mainly adopts the theories and the practice of the research methods,the combination of marketing theory,combined with the results of Biti's Ltd Vietnam analysis to develop marketing strategy in China market.I hope this research will be useful for Biti's in particular and for Vietnamese enterprises in general in implementing marketing strategy in China market.