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Ananas: Microenvironment Analysis

This document provides a marketing report for Ananas, a Vietnamese shoe brand. It includes sections on the company, suppliers, market intermediaries, competitors, publics, and customers. The company focuses on young consumers aged 16-26 in Vietnam by conducting research on their tastes and producing trendy, affordable shoes. It sources materials from China but aims to lower costs. Ananas utilizes various marketing channels and has physical stores in Saigon. Its target customer base enjoys local brands that follow fashion trends at reasonable prices.

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Lê Hồng Nhung
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0% found this document useful (0 votes)
464 views28 pages

Ananas: Microenvironment Analysis

This document provides a marketing report for Ananas, a Vietnamese shoe brand. It includes sections on the company, suppliers, market intermediaries, competitors, publics, and customers. The company focuses on young consumers aged 16-26 in Vietnam by conducting research on their tastes and producing trendy, affordable shoes. It sources materials from China but aims to lower costs. Ananas utilizes various marketing channels and has physical stores in Saigon. Its target customer base enjoys local brands that follow fashion trends at reasonable prices.

Uploaded by

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

MICROENVIRONMENT
ANALYSIS

MARKETING REPORT
MARKETING

Table of contents
01 02 03
THE THE MARKET
COMPANY SUPPLIERS INTERMEDIARIES

04 05 06
ANANAS

COMPETITORS PUBLICS CUSTOMERS


01
The company

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

Create wide awareness

Help in facing
competition
04
Competitors

ANANAS
MARKETING

COMPETITORS

Direct competitors Indirect 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

Young and dynamic


design
05 Publics
Media publics:

● Born in 2012 and 100% made in Vietnam,


Ananas has cooperated with many famous
brands.

● With Tagline: Discover YOU Ananas aims to


motivate and inspire young people on the
journey of self-conquest
ANANAS

Online
Ananas also owns some solid social
media: Facebook: 774K followers

Instagram: 191K followers

Youtube: 5.41K subs


CREDITS: This presentation template was created by
Slidesgo, including icons by Flaticon, and
infographics & images by Freepik
Website Ananas.com
ANANAS

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.

- 2020: Love wins "pride flags"

- 2021: Love for all, all for love

- Vintas Saigon 1980 campaign is suitable for


modern young people who love and enjoy the
ANANAS

beauty of old Saigon

- Participating in the Sneaker Fest Vietnam


event in 2019
ANANAS

Government publics:

The legal regulations on product


safety and quality along with private-
label brands make Ananas imitation
products eliminated.

The interests of consumers are


relatively well guaranteed because
Vietnam politics is quite stable.
05
Customers
Consumer market:

● The targeted customer of Ananas is


students/workers in the 16-26 age group,
living mostly in Saigon.
● They like to use local brand products that
follow the lastest trends, diverse styles but
with an affordable price.
MARKETING

16-26
years old
ANANAS
In order to reach the
customer:

Ananas has website,


fanpage,… selling
products direct-to-
consumer.
ANANAS

They also have 9


physical stores located
in SaiGon.
ANANAS

THANK YOU
FOR LISTENING!

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