INTRODUCTION• BATA LTD. IS A PRIVATELY OWNED GLOBAL SHOE MANUFACTURER AND RETAILER HEADQUARTERED IN ONTARIO,

CANADA. THE COMPANY IS LED BY A THIRD GENERATION OF THE BATA FAMILY. WITH OPERATIONS IN 68 COUNTRIES, BATA IS ORGANIZED INTO FOUR BUSINESS UNITS. BATA CANADA, BASED IN TORONTO, SERVES THE CANADIAN MARKET WITH 250 STORES. BASED IN PARIS, BATA EUROPE SERVES THE EUROPEAN MARKET WITH 500 STORES. WITH SUPERVISION LOCATED IN SINGAPORE, BATA INTERNATIONAL BOASTS 3,000 STORES TO SERVE MARKETS IN AFRICA, THE PACIFIC, AND ASIA, FINALLY, BATA LATIN AMERICA, OPERATING OUT OF MEXICO CITY, SELLS FOOTWEAR THROUGHOUT LATIN AMERICA. ALL TOLD, BATA OWNS MORE THAN 4,700 RETAIL STORES AND 46 PRODUCTION FACILITIES. TOTAL EMPLOYMENT FOR THE COMPANY EXCEEDS 50,000.

• BATA BANGLADESH IS AFFILIATED TO THE BATA SHOE ORGANIZATION, THE WORLD'S LARGEST FOOTWEAR MANUFACTURING AND MARKETING ORGANIZATION. STARTED OPERATION IN BANGLADESH IN 1962, INCORPORATION IN BANGLADESH IN 1972.

• CURRENTLY, BATA BANGLADESH OPERATES 2 MANUFACTURING PLANT TONGI AND DHAMRAI, BATA BANGLADESH IS PRODUCING AROUND 110,000 PAIRS OF SHOES DAILY. IT HAS A MODERN TANNERY WITH THE LATEST TECHNOLOGICAL FACILITIES TO PROCESS 5 MILLION SQUARE FEET OF LEATHER YEARLY.

PRODUCTS OF BATA BANGLADESH LIMITED

• LEATHER FOOTWEAR

• RUBBER / CANVAS FOOTWEAR

• PLASTIC FOOTWEAR

• ACCESSORIES, GARMENT & OTHERS

• BAGS AND LUGGAGE'S

• BELT

LIST of BATA Product

ENVIRONMENT ANALYSIS:• MARKETING IS THE PROCESS BY WHICH COMPANIES ADVERTISE PRODUCTS OR SERVICES TO

POTENTIAL CUSTOMERS. IT IS AN INTEGRATED PROCESS THROUGH WHICH COMPANIES CREATES VALUE FOR CUSTOMER AND BUILD STORY VALUE FROM CUSTOMER INTO RETURN.

MARKET ANALYSIS OF BATA FOOTWEAR

• MACRO ANALYSIS:

• IT IS VERY IMPORTANT FOR AN ORGANISATION TO CONSIDER ITS ENVIRONMENT BEFORE INITIATING A MARKETING PROCESS. THIS MUST BE A CONTINUOUS PROCESS AND SHOULD HELP IN THE POSITIONING THE ORGANISATION IN THE MARKET. THE FACTORS THAT ARE CONSIDERED ARE POLITICAL, ECONOMICAL, SOCIAL AND TECHNOLOGY

1. POLITICAL FACTORS:

1. RULES AND REGULATIONS FOR TANNERY WASTES.

2. GOVERNMENT STABILITY.

3. FEWER SPORTS EVENTS APART FROM CRICKET TO ATTRACT THE CUSTOMERS.

4. MERGING OF ADIDAS AND REEBOK

5. MARKET PRESSURE ON SALES.

2. ECONOMICAL FACTORS:

1. Seasonal Issues: Sports is more encouraged in summer.

2. Increasing buyer power makes the customers to look at branded shoes

3. Lack in targeting the women and kid segments.

4. Huge consumer market.

3. SOCIAL FACTORS:

5. Change in the lifestyle of the people (buyer).

6. Increasing fashion trends.

7. Advertising, publicity and media.

8. Change in buyer behaviour.

4. TECHNOLGICAL FACTORS:1. Increase in competing technology development.

2. Up-ward shift in innovation and manufacturing maturity.

• MICRO ANALYSIS:

1. Customers - The products of Bata targets a wide range of customers which also includes Army, Police Force and Mining industries in all locations. This is mainly due to the wide range of products made available in market by the company. The company has two types of customers they are the final users and the It offers good quality products with best price in market, which means that the price-quality ratio is excellent for the Bata products.

2. Competitors - The competitors for Bata India in the market are Puma, Nike, Reebok, Adidas, Woodlands, Liberty and Action. The arrival of local and international brands in the Indian market has created a highly competitive environment in the footwear industry market. The products from the competitors serve as substitutes to the customers.

3. Suppliers - The raw materials for the company is PVC soles and the animal skin, the people or organization which supplies these raw material are known as the suppliers. Bata's suppliers are Chinese raw material holders and the local cottage industries that supplies raw materials to the company.

SWOT ANALYSIS

STRENGTH:

1. WORLDWIDE PRESENCE IN OVER 70 COUNTRIES AND PRODUCTION FACILITIES IN 27 COUNTRIES

2. BENEFIT RECEIVED FROM LINK TO THE INTERNATIONAL ORGANIZATION FOR BACK-OFFICE SYSTEMS, PRODUCT INNOVATIONS AND SOURCING.

3. FOUND IN ALL THE METROS, MINI-METROS AND TOWNS

4. SELLS THROUGH OVER 1200 RETAIL STORES IN INDIA AND 5000 STORES WORLDWIDE

5. EMPLOYS MORE THAN 6800 PEOPLE IN INDIA AND 40000 PEOPLE WORLD OVER AND OVER 30,000 DEALERS

6. EXCELLENT ADVERTISING AND BRAND PRESENCE

WEAKNESS:

1. HIGH COST FOR BRAND PROTECTION

2. INTENSE COMPETITION IN THE FOOTWEAR SEGMENT MEANS LIMITED SCOPE TO OVERHAUL MARKET SHARE

OPPORTUNITIES:

1. PEOPLE NOW LOOK TOWARDS BUYING FOOTWEAR AS A BLEND OF FASHION AND COMFORT, SO NOW HAS AN INCREASING MARKET SIZE

2. BATA HAS AN OPPORTUNITY TO CREATE A SEPARATE DIVISION FOR TACKLING THE RURAL MARKETS IN EMERGING NATIONS

3. GLOBAL EXPANSION IN THE PREMIUM FOOTWEAR SECTION

THREATS:

• COMPETITORS: POWERFUL MULTIPLE STORES LIKE APEX, AFJAL ARE COMPETITORS OF BATA SHOE COMPANY.

• 2. PRICE RATE: ACCORDING TO THE CHANGES TO THE DEMAND AUTHORITY HAS TO LESS THE PRICE RATE OF COMMODITY. IT CAUSES LOSS FOR THE COMPANY.

INDUSTRY ANALYSIS(porter 5 forces

model)

PORTER FIVE FORCES MODEL

BARRIERS TO ENTRY

• ACCESS TO INPUTS - ACCESS TO INPUTS IS EASY

• ACCESS TO DISTRIBUTION OPPORTUNITIES IS LIMITED BECAUSE OF THE TOP BRANDS WHICH HAVE ALREADY RECOGNIZED IN MARKET

• SWITCHING COSTS ARE LOW

• GOVERNMENT POLICIES –PERMITTING

• AND LICENSES ARE NOT THAT STRICT.

BUYER POWER

• BRAND IDENTITY-HIGH END BRANDS AND LARGE COMPANIES IN THE INDUSTRY

SET PRICE POINTS FOR THEIR PRODUCTS.

• SUBSTITUTES AVAILABLE- EXCEPT ATHLETIC,ORTHOPEDIC,DANCING SHOES

ALL OTHER TYPES CAN BE

SUBSTITUTED BY NORMAL SANDALS.

• PRODUCT DIFFERENTIATION –LOW

SUPPLIER POWER

• MAJOR FIRMS CAN SWITCH SUPPLIERS QUICKLY WITHOUT WORRY OF A SIGNIFICANT DECREASE IN QUALITY.

• THREAT OF FORWARD INTEGRATION –LOW DUE TO HIGH ENTRY BARRIERS

• SUPPLIER CONCENTRATION- FRAGMENTED

• ANY SUPPLIER THAT MEETS QUALITY STANDARDS FOR THE COMPANY WILL BE ABLE TO SUPPLY THESE COMMODITY GOODS.

THREAT OF SUBSTITITES

Can be substituted except for athletic shoes by normal sandals

Switching costs are low

RIVALRY WITHIN INDUSTRY

• MORE OF AN EMPHASIS ON NON-PRICE COMPETITION.

• FIRMS INSTEAD TRY TO INCREASE THEIR RANGE OF PRODUCTS TO CAPTURE MORE OF THE MARKET.

• BRAND IMAGE AND CUSTOMER LOYALTY IS HUGE IN THIS INDUSTRY, WHICH LEADS TO THE BRANDS COMPETING IN ADVERTISING.

FINDING• AFTER PREPARING THIS REPORT WE COME TO KNOW ABOUT VARIOUS IMPORTANT ISSUES. WE HAVE

ALSO GOT THE FOLLOWING FINDINGS;

• IS A MULTIPLE SHOE COMPANY. USUALLY THEY SALE ALL KINDS OF SHOES • WE HAVE COME TO KNOW THIS BATA COMPANY PRODUCE THREE KINDS OF PRODUCTS; FOR MALE, FOR

FEMALE AND FOR CHILDREN.• THEY ALSO SELL THOSE SHOES WHICH ARE ATTRACTED BY THE TEENAGERS. EXP: GLADIATOR SHOES.• WE HAVE ALSO KNOWN THAT IN DIFFERENT OCCASION BATA COMPANY SELLS SOME NEW SHOES. THEY

ALSO GIVE DISCOUNTS TO THE CUSTOMERS IN DIFFERENT OCCASION AND DECORATE THE MARKET NICELY. THE SHOES PRICE OF BATA COMPANY IS FIXED PRICE.

• ALL SHOES OF BATA COMPANY ARE DISPLAYED FOR THE CUSTOMER. • THE CUSTOMER TAKES PRODUCTS OF THEIR OWN HANDS THEN THEY PAID THE PRICE IN THE CASH

COUNTER.• ALL BRANCHES OF BATA COMPANY ARE NOT SAME DECORATED. • THE CASHER IS VERY CAREFUL FOR CALCULATING THE PRICE OF PRODUCTS.

CONCLUSION

• BATA COMPANY IS ONE OF THE LARGEST MULTIPLE SHOE COMPANY IN BANGLADESH AS WELL AS IN THE WORLD. THEIR PRODUCTS QUALITY IS VERY HIGH AND MARKETING PROCESS IS ALSO WELL .AFTER ALL THEY FACES SOME PROBLEMS, WE INDICATE THESE PROBLEMS IN OUR REPORT, AND GAVE SOME RECOMMENDATION. WE WISH IF THEY FOLLOW THE RECOMMENDATION THEY WILL ABLE TO REMOVE THEIR PROBLEMS AND THEY WILL ALSO ABLE TO ACHIEVE THEIR VISION, MISSION, AND GOAL.

Thank you…!!!

4.2 References:•www.bata.com•www.goole.com

•www.wkipedia.com •www.slideshare.com •Bata related person

References