A Macroenvironment

1 Economic environment

The economic situation had a strong impact on the way customer's for example the high
economic growth rate of many Asian countries like Vietnam will become a new opportunity for
the entrepreneur to increase revenue related to the high GDP in recent years, GDP of Vietnam in
2018 saw a growth of 7.08%, the highest rate since 2008, beating the target to hit 6.7% by the
Government and well close to the forecast of 7.1% by the Asian Development Bank (ADB). So
that each increasing household consumption contributes to the children spending especially
utilities such as glasses, school supplies, childcare.

In early 2020, with the exploding of the CoVid 19 epidemic, the economy gets into the recession
period of the economic cycle so many companies have to take action to restructure core strategy,
product positioning and replace the price to become more attractive to the customer.

2 Demographic environment

According to WHO (World Health Organization) research stated that the percentages of people
who had a nearsighted problem have grown dramatically, its double or even triple than before in
40 years and two-thirds of that were students and higher education people. The statistic above
has emphasized the reason for the company to make the new type of automatic glasses into the
market to serve this segment, the demand for this market is sustainable and they predict that the
demand for this type of product will increase continuously in the next decade.

In many Asian countries, for example, Vietnam in recent years has exploded with a trend of
moving to the city because every parent wants their children to study in the high quality of
education and increase the study hours a lot more than before, with cause much pressure to their
children.

3 Nature environment

The location of the factory has contributed to the shipping cots to the warehouse but it has to far
away from the residential area. Moreover, environment conditions and wastewater treatment
plans contribute to the development in the long-run productivity.Besides the most focus on
profit, the company also have to take responsibility for environmental awareness and that also a
new way to attract more customer from this campaign. The solution for this problem replaces the
present material with recycling materials, apply renewable energy for the process to use money
more efficiently

4 Technology environment

Infinity company has applied the newest invention in the product which helps their lenses
much slimmer and can easily auto elastic the focal length to fit with the eyes condition of the
consumer. Besides that the Infinity researcher has found out a new liquid that they use into the
deck of the lenses to make it become anti-reflective and UV at the same time, this liquid can
also solve all the consumer problems with their lenses in daily activities.

With the glass frame they apply on the recycle material with high durability because when the
consumer purchases glasses from Infinity, they do not have to change their glasses every year.
The Infinity glasses quality has already been tested in the EU and USA and while customers see
them as a reliable and very effective technology, Infinity still needs developing in order to
become a considerable technology in business-critical environments.

5 Legal environment

Infinity company has to register the patent certificated for their glass before launching into the
market. Besides that many Infinity stores had to have the certificate for business and quality
before bringing the product to the customer through their distribution channel. The marketing
activities for Infinity glasses have to follow the rule of Multi-level marketing (MLM), and
advertising law about competitors or content, the image has to suitable for children.

6 Culture environment

Because Vietnam has a diversity of culture and ethics so that it is a complicated work to
understand and apply it to the marketing strategy of Infinity company.Many Vietnamese think
that wearing glasses makes other people think that they are intelligent, nurture and high
education, besides that there are several groups or pages of wearing glasses holics. Vietnam also
a developing country, many people especially students or officers who had to study and work
with a computer all day long so that they are familiar with using glasses rather than using contact
lenses and using contact lenses also a new trend which is coming into Vietnam in recent years.
The Infinity glasses also had a benefit from the saving culture of Vietnamese because it can stay
with the customer for a long time by their auto features and high quality so that people do not
have to repurchase the glass in many years. With these show of proof above can clear that
Vietnam is a potential market for glasses especially auto glasses market

B Microenvironment

1. Company
The self-analysis of the organization makes the most contribution to the
microenvironment. The company must understand its strengths and weaknesses,
objectives and goals of the business, and resource availability. The following nonspecific
components of an organization can influence its achievement. First component is
owners who hold a major shareholding in the company and have vested interests in the
well-being of the company. Besides it, board of Directors is elected by the shareholders
for supervising the general management of the business and ensuring that the
shareholder’s interests are met. The last element is employees working in the
organization have major impacts on success. All employees must pursue the goals and
objectives of the company

The board of director in Infinity Organization

The Infinity organization decide to cooperate with many suppliers such as AGC, Beijing Glass
Group Company and PGS Viet Nhat Printing & Packaging Limited Company. Those companies
engage deeply in providing equipment, the raw material to manufacture Infinity’s products.
Suppliers can have dramatic effects on the cost structure of the industry and cost reduction is a
top priority of the Infinity Company.
-Glass material is provided by AGC, formerly Asahi Glass Co having a considerable number of
its employees originated from Japan and Asia (32,000). AGC manufactures automotive glass as
well as architectural glass, electronic materials, and chemicals.

-Eyewear frames is supplied by Beijing Glass Group Company which was established in 1996
from the Peking Glass Company. This company produces daily glass, industrial glass, technical
glass, as well as quartz and silicon materials, high-grade fused refractories, photovoltaic cell
components, and eyewear and eye care products.

-Supplier of packaging is PGS Viet Nhat Printing & Packaging Limited Company .A reputation
unit in Hai Phong, specializes in manufacturing packaging such as: Paper boxes, paper bags,
cardboard boxes 3 layers/ 5 layers/ 7 layers. More than 6 years of experience. Meet the large
order with modern technologies such as offset printing, flexo printing.

Supplier Material
AGC Glass
Beijing Glass Group Company Eyewear frames
PGS Viet Nhat Printing & Packaging Packaging
Limited Company

3 Marketing intermediary.

It is clear that the Infinity company can save much more money when they choose
disintermediary strategy but if they want to increase the company's market share and become
much more popular with the customer, the definitely had to cooperate with third-party.

Besides the production process, the Infinity company had to enhance the company distribution
channel the way products come to the customer's hands. Because of the product in the early
period of launching into the new market so that they do not need to distribute their product to
many big physical distribution firms. The company decides to sell its product mainly from its
original store in many big cities of Vietnam like Ho Chi Minh City, Ha Noi, Da Nang. To
encourage customers, they give out many special sell-off for consumers to buy more than 5
pairs of glasses in one purchase. Infinity company also display their glasses on some popular e-
commerce channels such as Tiki, Lazada, Shopee and some logistic companies such as Giao
Hang Nhanh, Giao Hang Tiet Kiem, Vitel Post to make their glasses reach to consumer's hand
whenever they are. These actions will help Infinity company to lower the burden of workload
by the manufacturers and customers in searching for their desired items.

Infinity also has to take action in to advertise the new glasses by cooperating with the famous
marketing service agencies in Vietnam like Omega Digital, Graphicwise to make many
advertising clip and poster which help to inform and build up a strong brand position in
customer mind.

In the business activities in the early period, to expand the company market and operate many
strategic plans, the infinity company had to raise funds from financial intermediaries. Infinity
takes out loans to purchase capital-intensive assets such as business premises, automobiles,
and factory equipment.

4 Customers

For the eyes glasses product, marketing in the company had to take a lot of in deep research
consumer purchase behavior, take many survey and promotion campaigns to make the product
become closer to customer segment’s need and make them feel more than satisfied with the
company products. To become the market leader, Infinity company have to try their best to
apply more and more features to serve more market segments and focus on both potential
customer and repurchase customer

Moreover, the company also promote their product to student's parent because they are the
main financial source and student buying decision at this age always affected by their parent.
The promotion campaign can take place in many supermarkets, parent conferences to attract
parent attention.

5 Competitor

. The market of glasses in Vietnam is hard to analyze because glasses were sold from most of
many medical eyes clinics. According to a statistic stated that the majority of glasses sold from
Sai Gon Glasses, Ha Noi Glasses, Salen Optic, Eye - Wear HuT but the large percentage of
glasses is fake from these brands with low quality and low price. Glasses and lenses in Viet Nam
in recent years were distributed from an official company like An Tran and An Thai Binh, their
glasses come from many luxury brands such as RayBan, Vogue, Giorgio Armani but they only
accounted for 5 percentage. The other fake glasses imported from China, Japan and Korea and
sold in many markets, streets.

Another substitute choice for wearing glasses is contact lenses, there are much high-quality
contact lenses in Vietnam such as Dolls eyes, Seed, Vassen are popular and consume by the
young generation. But using contact lenses for a long time is much more expensive and not good
for human eyes so that the majority of Vietnamese still choose glasses for daily activities.

6 Public

Public factors and community will strongly affect the company brand images. In marketing
activities for eye glasses, Infinity company should select many KOL ( Key Opinion Leader) for
their ambassador who is popular and has a strong influent on the customer segment that the
company going to approach. Social media influencers are able to create a conversation, making
campaigns much more engaging since these 'real' people are sharing thoughts and ideas about a
product. Phuong My Chi, Hansara, Amee, Bao Han are many typical choices who are suitable
for Infinity eyes glasses' brand personality.

To become success Infinity company also have to pay attention to public response such as
environmental awareness or charity work.

+++++++++++++++++++++++++++++++++++++++

The survey includes 9 questions, start with basic information from the customer to what
problem the meet in the time using their product and finally explore in-deep about the
maximum price that they can afford for Infinity glasses. There are 60 out of 100 people reply for
this survey in 5 days and the participants mainly are the student in UEL doing survey through
Google Form.

Basic Information
Proportion of students feel
Proportion
inconvient usingof students
glasses (%)
are using glasses (%)
Yes Yes
20% 15% No No There is 79,7 percent of surveyed participants
reported that they are using glasses to deal with
85% 80%
their eyes problem. Moreover, nearly 85 percent of
them say that they feel very inconvenient and it is a
waste of time for them to repurchase and visited
the eyes clinic again when their eyes feel not clearly every year. This is a very healthy
percentage and will give Infinity company an opportunity to tap into this market segment.

Time
Timereplace
using glasses
new glasses
(%) (%)
5% The two next questions analyze that 66 percent
More than 4
1 year of students had to visit their doctor every year,
25% years
29% 1 to 2 years following 28,8 percentage of them choose to
2 to 4 years
Less than 2 year
0 to 2 years retake eyes test from 1 to 2 years. With this
12% 63%
66%
statement, it is true that the demand for
automatic glasses would rise dramatically and it
will become the best substitute for all kinds of
glasses are having on the market until now. In 60 students doing the survey, more than 60
percent of them are using glasser for more than 4 years and 12 percentage of them are using
glass for 2 to 4 years. The more time they are using glasses, the more probability that they will
become potential and loyal customers of Infinity glass in the future.
 The problem they do not like in their present glasses
45

40 39 39
37
35 The lennses become blur when travel
under the rain
Unconfortable when using while lying
30 28 The glass easily fall and loose after a long
25 time using
25 The lenses become blure when eating hot
21 food or change temperature
Vote Can use sunglasses when using glassess
20
Make the eyes look tired after long time
using
15 Another reasons

10

5
2
0
Problem

In-deep analytical

Surveyed students were asked to report the reasons they do not like in their present glasses.
This information aggregated by the problem is presented below. As shown, their glasses make
their eyes look tired and become blur under the rain are reported the highest vote at 39 vote
respectively followed by the blurring effect when they eating hot food and change temperature
at 37 votes. For this result, Infinity has apply new technology, UV protection on their lenses to
make it unchangeable under various conditions.

Moreover, there also have many people vote for the problem with their glasses frame about 21
to 28 votes, so Infinity also absorb their ideals and make it become more enduring and
comfortable for the customer using for a long period
 The bar chart
Factor effect the evaluation process when above stated
choosing glasses that the
majority of
50
41 42 students most
concert on
Vote
25 quality when
choosing their
glasses,
followed by
Price Quality Visual Multi-feature
price and visual.
So that before launching Infinity glasses into the market the marketer have to investigate the
paying ability of customer on the new product.

Price analytical
Price think
Price student students paythey
that for nomal glasses
can afford (%)Infinity
for
Glasses (%)
9%
500.000 VND to
20% 1.000.000
36% Below 500.000
1.000.000 VND VND As show in the right chart, 55.9
36%
to500.000
1.500.000
VND to
VND
1.000.000 VND percent of students are usually paid
Above 1.000.000
1.500.000 to from 500.000 VND to 1.000.000 VND
2.000.000 VND
for each pair of glasses and the
following is below 500.000 VND
56%
which accounted for 35.6 percent of
44% them are willing to pay under 500.00
VND. Very little of them available for
the price above 1.000.000 VND

In constrast, the left chart, there is a shift in the affordable price of students when choosing
their glass. With many new features that Infinity company applies on new glasses, the majority
of students respond that they are able to pay from 1.000.000 VND to 1.500.000 VND and not
much lower number of them will pay for 500.000 VD to 1.000.000 VND. So from the two charts
above, Infinity company definitely charge their customer on their new glasses with the price no
much more than 1.500.000.