Ananas: Microenvironment Analysis
Ananas: Microenvironment Analysis
MICROENVIRONMENT
ANALYSIS
MARKETING REPORT
MARKETING
Table of contents
01 02 03
THE THE MARKET
COMPANY SUPPLIERS INTERMEDIARIES
04 05 06
ANANAS
ANANAS
ANANAS
HUMAN
RESOURCES
- 95% employees are young people who are from
18-25.
- This affects performance positively as its target
customers are people from 16-26.
R&D PURCHASING
Choose cheap types of materials and
Conduct research on Vietnamese teens' manufacture, leading to the low price of
behaviour, income, demand... to develop a products.
wide range of products that can release Therefore, it approaches a huge number
free, unique, creative thoughts. of potential customers and is suitable for
every activity.
ANANAS
02
The suppliers
Supply sources
- Still depends on importing material from
China.
- The import tax ranges from 5%-20%, with the
sole of the shoes up to 20% whereas a
completely-produced shoes takes 0% tax.
ANANAS
Impacts
Supplier power increases in terms of price
dealing, which may cause price squeezing about
ingredients and material towards producing
company.
ANANAS
03
Market
intermediarie
s
ANANAS
Resellers
R
• Retailer only
• Retailer as well as manufacturer
• Have 9 retail shops based in Saigon
Marketing
Services Agencies
● Facebook ads
● Youtube
● Focus on brand marketing
Collaboration
C
with YouthSpeak
Unitour
ANANAS
Participate in
Sneaker Fest
Vietnam
ANANAS
Invest in TVC
advertisements
ANANAS
ANANAS
Impacts
POSITIVE NEGATIVE
Lower price Less coverage of
the market
Better relationship with
customers
Easier management More expensive
Help in facing
competition
04
Competitors
ANANAS
MARKETING
COMPETITORS
ANANAS
Domestic: Biti’s, Một, RieNevan,... Domestic: Smartmen, Vina Giầy,...
Foreign: Converse, Vans, Adidas,... Foreign: Juno,...
=> Same footwear, streetstyle fashion, => Offer a variety of footwear, high
and same customer segmentatation. fashion and different customer
segmentation.
ANANAS
Impacts
Core competencies: Sustainable
branding
Low-cost
manufacturing process
Online
Ananas also owns some solid social
media: Facebook: 774K followers
Offline
9
physical stores
located in
Ho Chi Minh City
MARKETING
General publics:
Ananas is also very responsive to social issues,
especially producing shoes to honor the pride
month of the LGBT+ community.
Government publics:
16-26
years old
ANANAS
In order to reach the
customer:
THANK YOU
FOR LISTENING!