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6ps Analysis

Adidas stores in Vietnam do not update their product lines as quickly as stores in other countries. This is a surface issue for consumers in Vietnam. While Adidas products in Vietnam are of equal quality to those sold elsewhere, consumers in Vietnam prefer to purchase imported goods and feel that Adidas products sold in Vietnam are not as new or desirable as those sold internationally. This leads consumers to be dissatisfied with shopping at Adidas stores in Vietnam and less likely to make purchases there.

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Nhi Huynh
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400 views2 pages

6ps Analysis

Adidas stores in Vietnam do not update their product lines as quickly as stores in other countries. This is a surface issue for consumers in Vietnam. While Adidas products in Vietnam are of equal quality to those sold elsewhere, consumers in Vietnam prefer to purchase imported goods and feel that Adidas products sold in Vietnam are not as new or desirable as those sold internationally. This leads consumers to be dissatisfied with shopping at Adidas stores in Vietnam and less likely to make purchases there.

Uploaded by

Nhi Huynh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

SURFACE ISSUE: Adidas store in Vietnam does not update all the latest models as soon as the other

stores in the world


BUYING BEHAVIOR: In Vietnam market, consumers like to buy imported goods. But when purchased at
Adidas store in Vietnam, the products will be made in Vietnam although the quality of the product remains
unchanged compared to Adidas products in the world. This makes consumers not like and do not buy
products at stores in Vietnam.
ADIDAS NIKE BITIS I - O analysis
HUNTER
PRODUCT Adidas Originals, Nike Lifestyle Biti's Hunter X O. has a full range of
Yeezy, Running, (nike air max, nike Biti's Hunter products to satisfy
Soccer, roshe flyknit). Core consumer’s needs and
Basketball,Football, Nike Custom: wants.
Skateboarding, customer can Use sustainable,
Workout, Essentials, design the color, environmentally friendly
Sandals&Slides, detail of the shoes recycling materials
Hiking, Golf, Tennis, Running,
Baseball Basketball, I. New models are not
Football, Training updated timely in the
& Gym, Jordan, Vietnamese market
SkateBoarding,
Softball, Walking.
PLACE 12 types of Stores: 3 types of stores: Biti's Hunter O. has many stores across
Adidas store, action Nike store, Kid independent the country, concentrated
sports, outlet, Stores, Factory stores. 2 stores in developed, densely
originals, Neo, Y-3, Outlet. in Ha Noi, 2 populated areas.
Kids, Woman, Porsche 25 stores in HCM, stores in HCM,
Design, Stella 12 in HN, 10 in 1 store in Da I. There are too many types
McCartney, Retail, others Can Tho, Nang of store, not concentrated
Golf. Khanh Hoa, Binh in a certain type of store,
18 stores in HCM city, Duong, Da making it easy for buyers
19 stores in HN, and 6 Nang,Hai Phong. to confuse and go wrong.
others in Hai Phong, No stores at the e-comerce
Quang Ninh, Khanh site in Vietnam market.
Hoa, Hue, Da Nang.

PROMOTI In-store promotion to In-store promotion Biti's hunter


ON promote new product, to promote new have a lot of
seasonal sale. product, seasonal promotion at
sale. stores, social
media and
online shopping
platforms
(shopee, lazada,
tiki, adayroi)
PACK O. Professional
PRICE Slide 480.000 - Slide 558.000 - Shoes 495.000 - O. Competitive price
800.000/ Shoes 1.479.000/ Shoes 999.000 compared with
4.800.000 - 9.000.000 1.058.000 - international competitors
=> competitive pricing 8.649.000 like Nike, Puma, Reebok.
I. The price is suitable for
mid-range and high-end
customers, not suitable for
the majority of Vietnamese
people with average
income below 7 million.
Value innovation, accessibility, Adidas promise their
Positioning customization, and innovation, customers which will
brand/status customization, and provide them with comfort
brand/status. and durability

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