| dc.description.abstract | Thai Binh Shoes (TBS) has been a footwear manufacturer for export since
1992. The enterprise specializing in sport shoes, hiking shoes and sport sandals has become the trustworthy footwear producer for such well-known brands as Decathlon, Sketchers, DC, etc. Changes in the global trade have made Vietnamese footwear producers deal with several difficulties in the international footwear export marketplace and this playground is becoming keener. Meanwhile, there is a significant shortage of Vietnamese branded footwear supplies in the domestic market. Realizing this demand, TBS starts to consider developing the local market as its new
market.
Before the enterprise can get into this market, a careful research was conducted to understand deeply demand of the market and how TBS should get ready
for the new chance through comprehending internal and external environments influencing TBS.
Generically, the research found out that there was consumer demand of Vietnamese branded sport shoes, in the young generation in particular and that these young people pay more attention to a product’s attributes (i.e. quality, design, durability, etc.) rather than price and brand. Furthermore, the environmental analyses reveals that there is significant rivalry in the footwear market because it is very potential although the industry as a whole has some common weaknesses in product design and innovation which if TBS can fix; the company can gain more advantages over its local competitors.
Ultimately, as a result from such findings, suggested penetration marketing
strategies for TBS are composed. | en_US |
