Q3: Case study - Biti's and the Hunter jump Once the chosen brand of the 7x,8x generation and completely sunk after a
long time, Biti's was then hunted by the 9x and 10x generations like a fever. Biti's is
really back.

Since the end of 2016 until now, since the MV Lac Troi by singer Son Tung MTP appeared, Biti's has never been mentioned much and the keywords "Hunter", "Biti's" have been searched so much on Google. The birth of the new line of Hunter shoes is a complete change in design, materials, style, can be considered a memorable milestone for this brand.

If Nike chooses Michael Jordan as a brand ambassador, then singer Son Tung MTP is a phenomenon for a product line of Biti's, not simply by the image of ancient costumes, but wearing a modern pair of shoes that immediately follow. There are also a series of MVs Go To Return, Go Then Will Come by other singers. And the core of these ideas is all associated with the word "Go"..

In terms of price, while Nike and Adidas product lines are priced from a few million to tens of millions VND, Biti's products are affordable from 550,000-650,000 VND/pair of Hunter shoes for both men and women. Biti's wants to target customers in the middle and high-end segments.

This market access of Biti's has made a comeback, with access to a large volume of potential customers. Particularly, the communication strategy is quite good, when the selection of KOL (who has influence in the online community) has created excitement and curiosity for consumers.

1. What marketing research should be done to understand the effects of the environment to Biti's? How can that research be carried out?