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    Bata Shoe Is A Multinational Company. Bata Will Be The No. 1 Brand in Footwear Market

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    HanyElSaman
    Bata Shoe Company is a multinational company that produces a large range of shoes. It aims to become the number one brand in the footwear market in Egypt with high quality, comfortable shoes at affordable prices. Bata's market share goal is 20% within the first year and 30% in the second year. To achieve this, Bata will segment the market based on factors like needs, geography, demographics, and psychographics to target specific customer groups. Market research found that most customers prefer dark colors and buy during special occasions.

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    Bata Shoe Is A Multinational Company. Bata Will Be The No. 1 Brand in Footwear Market

    Uploaded by

    HanyElSaman
    392 views7 pages
    Bata Shoe Company is a multinational company that produces a large range of shoes. It aims to become the number one brand in the footwear market in Egypt with high quality, comfortable shoes at affordable prices. Bata's market share goal is 20% within the first year and 30% in the second year. To achieve this, Bata will segment the market based on factors like needs, geography, demographics, and psychographics to target specific customer groups. Market research found that most customers prefer dark colors and buy during special occasions.

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    Bata Final Helmy

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    Bata Shoe Company is a multinational company that produces a large range of shoes. It aims to become the number one brand in the footwear market in Egypt with high quality, comfortable shoes at affordable prices. Bata's market share goal is 20% within the first year and 30% in the second year. To achieve this, Bata will segment the market based on factors like needs, geography, demographics, and psychographics to target specific customer groups. Market research found that most customers prefer dark colors and buy during special occasions.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    392 views7 pages

    Bata Shoe Is A Multinational Company. Bata Will Be The No. 1 Brand in Footwear Market

    Uploaded by

    HanyElSaman
    Bata Shoe Company is a multinational company that produces a large range of shoes. It aims to become the number one brand in the footwear market in Egypt with high quality, comfortable shoes at affordable prices. Bata's market share goal is 20% within the first year and 30% in the second year. To achieve this, Bata will segment the market based on factors like needs, geography, demographics, and psychographics to target specific customer groups. Market research found that most customers prefer dark colors and buy during special occasions.

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    of 7

    1.

    0 EXECUTIVE SUMMARY:

    Bata Shoe is a multinational company.

    Bata will be the no. 1 brand in footwear market.


    Bata now entering competitive market with high Quality,
    Reparability, Comfortable athletic and classic shoes.
    Bata also offering: Durable, affordable price and Light Weight
    athletic shoes and classic shoes.
    Bata Shoe Company will be one of the largest companies in Egypt.

    Bata product range is very large.

    Bata are making shoes for all type of customers.

    Bata are doing very good in the shoe sector.


    Bata market share goal is to 20% Market share within the first year
    and 30% market share during the second year.
    Bata offer greater assortment of shoes: (Jumping shoes/ running
    shoes / walking shoes /slip shoes / football shoes. Closed lacing /
    opened lacing Boat shoes /dress shoes) which increase the chance
    of finding what Customer need.
    Bata planning to produce 100000 units per month with total cost
    16000000 and profit..

    2.0 SITUATION ANALYSIS:


    Bata faced a subsidiary of Chemical Industries Holding Company
    prohibited, unless confronted by the Egyptian public business sector
    of neglect and stop development and modernization operations
    were affected by the policy of opening up and the entry of new
    imported products and compete with the private sector, and missed
    by consumers.
    Bata now in highly competitive market and facing alt of challenges,
    To gain market share in this dynamic environment, Bata must
    carefully target specific
    segments with valued features and plan to distribute and covers all
    Egypt to consider
    Bata in mind of the customer that the elegance is completed only
    with Bata shoes.

    3.0 VISION
    Bata shoes The Most comfortable shoes.
    3.1 MISSION:
    To help customer look and feel well.
    To attract and retain the best customer.
    To bring inspiration and innovation to every athlete in Egypt.
    We want to grow share of mind, share of market and share of trend.

    4. MARKET SUMMARY:
    Creating the New is the headline for our next five-year strategic business
    plan.

    Creating the New is the attitude that leads us into the future an
    exciting future, because our industry is growing in size and scope and will
    continue to do so. In fact, the sporting goods industry is growing faster
    than most other industries, including consumer electronics. This trend will
    continue. Sport is central to every culture and society and is core to an
    individuals health and happiness.

    Thus, dependence on high quality and a value price according to other


    competitors will be the way to reach market share in this competitive
    market that consists of customers of all ages from middle school to adult
    hood.

    4.1 FINANCIAL OBJECTIVES:


    Bata market share goal is to 20% Market share within the first
    year and 30% market share during the second year.
    Bata estimates 10 million potential users and sets a target of
    attracting 20 % of the marketthat is, 2 million users.

    The average wholesale price of $249 per unit and variable cost per unit of
    $110 for unit sales volume of 100,000 units

    Our break-even analysis assumes per-unit wholesale revenue of $249 per


    unit, variable cost of $110 per unit, and estimated first-year fixed costs of
    $2,000,000. With these assumptions, the break-even

    calculation is: 20 /139 = 0.14 unit

    4.2 MARKET REASEARCH:

    Problem definition &Objectives Statement:

    The problem on which the research will be conducted is

    To identify the factors that affect buying decision of a pair of


    shoes among consumers

    meanwhile assessing the current perception of Bata shoes

    Research objectives:
    By end of this survey, we will be able to acknowledge the below
    ;questions

    .Understand the taste and preference of footwear consumers -1

    Identify the factor that affecting buying decision of footwear -2


    .consumers

    .To know the level of consumers awareness and perception about Bata -3

    .To what extent Bata shoes satisfy consumer's requirements -4

    Research design:

    :Research Approach*

    Exploratory research depend on Personal interview survey& Online


    Survey

    :Data Sources*

    Primary data: Survey research-1

    Instruments: Questionnaire (personal and online)

    :Sampling Plan design

    :Sampling Units*

    :We will define the segment of footwear consumers with these criteria

    Gender: male, Female

    Age: 20-45years old

    Life style: middle level

    :Sampling Size*

    Consumers of shoes 104

    2-Secondary data:

    Bata Information -1

    http://www.dalili.com.eg/ar/profile/bata-_-the-egyptian-co-
    /forshoes/alexandria/941966958939419669459709

    2- How Bata shoes havecollapsed??

    http://www.almalnews.com/Pages/StoryDetails.aspx?ID=173310

    3- Bata Profit 2015

    http://gate.ahram.org.eg/News/1271393.aspx

    4- General Manager of Bata TV Interview

    https://www.youtube.com/watch?v=5d8dXZckOaE
    .Bata.The Company that Egyptian love, neglecting kills it -6

    /http://old.dotmsr.com/ar/1110/1/104905

    4.3 CUSTOMER SEGMENTATION:


    Based on the market research findings and conclusions:

    1-Need based segmentation:


    Divided into groups according to their need, their preference
    Athletic shoes - Classic shoes
    Dark colors - light colors ( 85% prefer dark colors)
    2- Geographic segmentation:
    Divide the market into geographical units
    Nation: Egypt
    Governate: All Egypt governates
    Urban/Rural: Urban
    Regional: 5 regions( Cairo&Giza ,Alexandria, canal zone,
    Delta and Upper Egypt)

    Bata is present across the country through more than 70 stores. This
    means Bata is a product for all Egypt.

    3- Demographic segmentation:
    Divide the market on variables such as age, life cycle, gender,
    income, generation, and social class
    Age : 20-27 years old 28-37 years old 37-
    45 years old
    Life cycle: Adolescence ,Youth and Adulthood
    Life stage: NA Single, Divorce, Second marriage
    Gender: Male
    Female
    Generation: Generation X
    Generation Y
    Income: Less than 1500 L.E
    1500-3000 L.E
    3000-4500 L.E
    More than 4500 L.E
    Social class: Class (B.C1.C2)
    Class B: Middle
    Class C1: Lower Middle
    Class C2: Skilled working
    *We decide to target those are independent persons and able to
    decide, afford the buying decision without any social or income
    restrictions.

    4- Psychographic segmentation:

    Buyers are divided into different groups on the basis of psychological/personality traits, lifestyle,
    or values Achiever

    Innovators: NA "niche-oriented products and services"


    Thinkers: They seek durability, functionality, and value in
    products.
    Achievers: They favor premium products that demonstrate
    success to their peers.
    Experience: NA " They spend a comparatively high proportion of
    income on fashion, entertainment"
    Believers: NA "Conservative, conventional, and traditional people
    with concrete beliefs."
    Strivers: NA "They favor stylish products that emulate the purchases of
    those with greater material wealth".
    Makers: They seek Egyptian made products with a practical
    or functional purpose.
    Survivors: NA " Elderly, passive people concerned about change
    and loyal to their favorite brands"

    *We decide to target: thinker, achiever and maker persons those are fit
    Bata vision to the characteristic and responsibilities of customers.

    5- Behavior segmentation:
    Divide buyers into groups on the basis of their knowledge of, attitude
    toward, use of, or response to a product.
    Decision Roles:
    *Initiator *Influencer *Decider *Buyer *User

    We decide to target: Decider/ Buyer/ User

    Behavioral Variables:
    Occasions: Regular occasion and special occasion (which vary
    according to the nature of each segment)
    As about 60 % of customer prefer to buy during special occasion
    and during special sales offers.
    User Status: nonusers, ex-users, potential users, first-time users, and regular
    users.

    Potential user and Ex-user (about 55% of customer used Bata


    shoes from more than 5 years)

    Usage Rate: light, medium, and heavy product users


    Buyer-Readiness: unaware /Aware/ informed/ interested/ desire/ intend to buy
    Awareness group only (more than 85% of buyer are aware to
    Bata)
    Attitude: enthusiastic, positive, indifferent, negative, and hostile
    Loyalty Status: Hard-core loyals, Split loyals, Shifting loyals and Switchers
    Shifting loyalsConsumers who shift loyalty from one brand to another
    SwitchersConsumers who show no loyalty to any brand

    4.4 TARGET MARKET:

    1- Primary Segment 2- Secondary Segment


    Athletic Shoes Classic Shoes
    Dark colors : Dark colors:
    85% of consumer prefer dark colors 85% of consumer prefer dark
    Age: 15-35 colors
    Life cycle: Middle school
    Age: 28-45
    Adolescence Life cycle: Adolescence
    Adulthood
    Generation: Y/Z
    Generation: Y
    Income: 1500-3000 L.E
    Income: 1500-4500
    Gender : Male only
    Gender : Male/ Female
    65% whose prefer athletic shoes are
    male Thinkers /Achievers
    Thinkers /Achievers Occasion: school entry season,
    Occasion: Ramadan, Year-end
    mid-year vacation and Feasts
    discounts, sport events and summer Influencer / user
    season Potential user/
    Initiator / user Ex user: more than 50%of user
    Potential user stopped using Bata from more
    Ex user: more than 50%of user
    than 5 years
    stopped using Bata from more than Aware only: more than 85% of
    5 years consumer are aware to Bata very
    Aware only: more than 85% of
    good
    consumer are aware to Bata very positive /neutral
    Switchers /Shifting loyals
    good
    positive /neutral
    Switchers / Shifting loyals

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