A case study on

BATA SHOES COMPANY

BACHELOR

IN

BUSINESS ADMINISTRATION

Final Year Project

By
Muhammad Umer 2019-GCUF-075880
Project Advisor

Professor Muhammad Shahid

Department of Management Science

THE ORBIT INSTITUTE

Affiliated With

Government College University Faisalabad

2023

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Table of Contents
Chapter No. 1: Introduction 4
1.1. Problem Statement 6
1.2. Objectives of the Project 8
Chapter’s Summary 9
Chapter No. 2: Company’s Profile 11
2.1. History 12
2.2. Vision and Mission Statement 13
2.3. Core Values 14
2.4. Hierarchy/ Organogram 15
2.5. Departments 17
Chapter’s Summary 18
Chapter No. 3: Marketing Information 20
3.1. Organogram of Marketing Department 21
3.2. Product and Services 22
3.3. Marketing Strategies 24
3.4. SOPs of Marketing Department 26
Chapter’s Summary 27
Chapter No. 4: Methodology of Project 29

Chapter No. 5: Marketing Assessment 35

5.1. Conduct SWOT Analysis 37
5.2. Conduct PESTEL Analysis 39
5.3. Conduct STP Analysis 42
5.4 Marketing Mix Tools (7Ps) 44
5.5 Conduct BCG Matrix 46
Chapter Summary 47
Chapter No.6: Critical Review 49

Chapter No. 7: Conclusion and Recommendations 57

References 60

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ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Professor Muhammad Shahid for her invaluable
guidance and unwavering support throughout the completion of this project. His expertise and
mentorship have been instrumental in shaping the direction of the research, and her insightful
feedback has greatly enriched the quality of this work.

I would also like to extend my appreciation to BATA COMPANY for providing access to the
necessary resources and information that made this project possible. The brand's iconic presence
and contribution to the coffee and fast-food industry have been a compelling subject of study.

Lastly, I wish to acknowledge the contributions of my peers and colleagues who have provided
valuable insights and feedback during the various stages of this project. Your collaboration and
support have been deeply appreciated.

This project would not have been feasible without the support of Professor Muhammad and
the collaborative efforts of all those involved. Thank you for your dedication and

encouragement.

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 CHAPTER 1
INTRODUCTION
Bata Shoes Company is a multinational footwear and fashion accessory retailer and
manufacturer, founded in 1894 in Zlín, Czech Republic. The company is headquartered in
Lausanne, Switzerland, and has over 130,000 employees worldwide. Bata operates over
5,000 retail stores in 70 countries, and its products are sold in over 100 countries through
retail partners.

Bata is one of the largest footwear companies in the world, and is known for its wide range
of affordable and stylish shoes. The company offers a variety of footwear styles for men,
women, and children, including casual shoes, dress shoes, sports shoes, and sandals. Bata
also sells a variety of fashion accessories, such as bags, belts, and wallets.

Bata is a privately held company, and its ownership is shared by members of the Bata family.
The company is led by CEO Sandeep Kataria.

History of Bata Shoes Company

Bata Shoes Company was founded in 1894 by Tomáš Baťa, a Czech shoemaker. Tomáš Baťa
started his business by making shoes for his family and friends. He soon began to sell his
shoes to other people in his village, and his business quickly grew.

In 1897, Tomáš Baťa opened his first shoe store in Zlín. He also began to expand his
production capacity, and by 1904, he was employing over 100 people.

In 1914, Tomáš Baťa opened his first shoe factory outside of Zlín. He also began to export
his shoes to other countries. Bata shoes quickly became popular all over Europe, and by the
1920s, Bata was one of the largest footwear companies in Europe.

In the 1930s, Bata began to expand its operations to other parts of the world. The company
opened factories in North America, South America, Africa, and Asia. By the end of the
1930s, Bata was one of the largest footwear companies in the world.

4
After World War II, Bata continued to expand its operations. The company opened new
factories and stores in all parts of the world. Bata also began to introduce new products, such
as sandals and athletic shoes.

Today, Bata is one of the largest footwear companies in the world. The company operates in
over 70 countries and has over 5,000 retail stores. Bata is known for its wide range of
affordable and stylish shoes, and its products are sold to people of all ages and backgrounds.

Bata Shoes Company in India

Bata Shoes Company entered the Indian market in 1931. The company opened its first
factory in Konnagar, West Bengal. In 1934, Bata built its first township in Batanagar, West
Bengal. This township was named after the company and was one of the first industrial
townships in India.

Bata quickly became one of the leading footwear companies in India. The company was
known for its high-quality and affordable shoes. Bata also played a major role in the
development of the Indian footwear industry.

Today, Bata is the largest footwear manufacturer and retailer in India. The company has over
1,200 retail stores in India and its products are sold in over 100 cities across the country. Bata
is known for its wide range of shoes for men, women, and children, including casual shoes,
dress shoes, sports shoes, and sandals.

Bata Shoes Company's Products and Services

Bata Shoes Company offers a wide range of footwear and fashion accessories for men,
women, and children. The company's products include:

● Casual shoes: Bata offers a variety of casual shoes for men, women, and children,
including sneakers, sandals, and loafers.
● Dress shoes: Bata also offers a variety of dress shoes for men and women, including
heels, boots, and Oxfords.

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 ● Sports shoes: Bata also sells a variety of sports shoes, including running shoes, cricket
shoes, and football shoes.
● Sandals: Bata offers a wide range of sandals for men, women, and children.
● Fashion accessories: Bata also sells a variety of fashion accessories, such as bags, belts,
and wallets.

Bata Shoes Company's products are known for their affordability, style, and comfort. The
company offers a wide range of products to choose from, so there is something for everyone
at Bata.

Bata Shoes Company's Target Market

Bata Shoes Company's target market is people of all ages and backgrounds. The company
offers a wide range of products at affordable prices, making it a popular choice for people of
all income levels.

Bata Shoes Company is also popular with families, as the company offers a variety of shoes
for men, women, and children. The company's shoes are also known for their durability,
making them a good choice for active families.

1.1 PROBLEM STATEMENT

Here are some potential problems that Bata Shoes Company may be facing, based on a
marketing assessment:

1. Increased competition

Bata Shoes Company faces increased competition from both domestic and international
footwear companies. The company also competes with non-specialized retailers such as
Walmart and Target, which offer a wider range of products, including shoes.

To remain competitive, Bata Shoes Company needs to focus on its core strengths, such as its
wide range of products, affordable prices, and strong brand reputation. The company also

6
needs to continue to innovate and develop new products and services to meet the needs of its
customers.

2. Changing customer preferences

Customer preferences in the footwear industry are constantly changing. For example, there
has been a growing trend towards casual footwear in recent years. Bata Shoes Company
needs to keep up with these changing trends and ensure that it is offering the products that its
customers want.

To do this, the company needs to conduct market research to understand the needs and wants
of its customers. The company also needs to be flexible and adaptable, so that it can quickly
respond to changes in customer preferences.

3. Economic downturn

An economic downturn can have a negative impact on the footwear industry, as people may
be less likely to spend money on discretionary items such as shoes. Bata Shoes Company
needs to be prepared for the possibility of an economic downturn and have a plan in place to
mitigate its impact.

To do this, the company needs to focus on its cost structure and ensure that it is operating
efficiently. The company also needs to be innovative and develop new products and services
that are affordable and attractive to its customers.

4. Online sales

The rise of online sales has had a significant impact on the retail industry, including the
footwear industry. Bata Shoes Company needs to have a strong online presence in order to
compete with online retailers.

To do this, the company needs to invest in its e-commerce platform and ensure that it is easy
to use and offers a wide range of products. The company also needs to offer competitive

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shipping and return policies.

5. Brand awareness

Bata Shoes Company is a well-known brand in some countries, but it is not as well-known in
other countries. The company needs to invest in brand awareness campaigns to increase its
visibility and reach new customers.

To do this, the company needs to advertise its products in a variety of media, such as
television, print, and online. The company also needs to sponsor events and partner with
other brands to increase its brand awareness.

These are just some of the potential problems that Bata Shoes Company may be facing. The
company needs to be aware of these challenges and develop strategies to address them. By
doing so, the company can continue to grow and succeed in the footwear industry.

1.2 OBJECTIVE

The marketing objectives of Bata Shoes Company are to:

● Increase brand awareness and visibility.

● Attract new customers and retain existing customers.
● Increase sales and market share.
● Launch new products and services successfully.
● Build a strong brand image and reputation.

Bata Shoes Company can achieve these marketing objectives by implementing a variety of
marketing strategies, such as:

● Product development: Bata Shoes Company needs to continue to develop new

products and services that meet the needs and wants of its customers. The company also
needs to ensure that its products are affordable and attractive to its customers.
● Pricing: Bata Shoes Company needs to offer competitive prices for its products. The

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 company also needs to use pricing strategies to promote new products and services, and
to attract customers during the off-season.
● Promotion: Bata Shoes Company needs to promote its products and services through a
variety of channels, such as advertising, public relations, and social media. The
company's promotions should be creative and engaging, and they should target the right
audience.
● Distribution: Bata Shoes Company needs to make its products and services available
to customers where they want to buy them. The company should sell its products
through a variety of channels, such as retail stores, online retailers, and wholesale
distributors.

By implementing these marketing strategies, Bata Shoes Company can achieve its marketing
objectives and continue to grow and succeed in the footwear industry.

In addition to the above objectives, Bata Shoes Company may also have specific marketing
objectives for each country or region in which it operates. For example, the company may
have different objectives for its marketing campaigns in India and China.

Bata Shoes Company may also have different marketing objectives for different segments of
its target market. For example, the company may have different objectives for its marketing
campaigns to children and adults.

By setting specific and measurable marketing objectives, Bata Shoes Company can track its
progress and make necessary adjustments to its marketing strategies.

SUMMARY

Bata Shoes Company is a multinational footwear and fashion accessory retailer and
manufacturer, founded in 1894 in Zlín, Czech Republic. The company is headquartered in
Lausanne, Switzerland, and has over 130,000 employees worldwide. Bata operates over
5,000 retail stores in 70 countries, and its products are sold in over 100 countries through
retail partners.

9
Bata is one of the largest footwear companies in the world, and is known for its wide range
of affordable and stylish shoes. The company offers a variety of footwear styles for men,
women, and children, including casual shoes, dress shoes, sports shoes, and sandals. Bata
also sells a variety of fashion accessories, such as bags, belts, and wallets.

Marketing Assessment

Bata Shoes Company faces a number of challenges in the current market environment,
including increased competition, changing customer preferences, economic downturns,
online sales, and brand awareness. To address these challenges, the company needs to focus
on its core strengths, such as its wide range of products, affordable prices, and strong brand
reputation. The company also needs to be innovative and adaptable, so that it can quickly
respond to changes in the market.

Bata Shoes Company's marketing objectives are to increase brand awareness and visibility,
attract new customers and retain existing customers, increase sales and market share, launch
new products and services successfully, and build a strong brand image and reputation. The
company can achieve these objectives by implementing a variety of marketing strategies,
such as product development, pricing, promotion, and distribution.

Bata Shoes Company may also have specific marketing objectives for each country or region
in which it operates, as well as for different segments of its target market. By setting specific
and measurable marketing objectives, the company can track its progress and make necessary
adjustments to its marketing strategies.

10
 CHAPTER 2

COMPANY INFORMATION

Bata Shoe Company is a family-owned business that has been manufacturing and selling
shoes for over 125 years. It is one of the world's leading shoemakers by volume, with over
5,300 retail stores in more than 70 countries across five continents. Bata employs over
32,000 people globally and operates 21 production facilities in 18 countries.

The company was founded in 1894 by Tomáš Baťa, a ninth-generation shoemaker in his
family. Baťa was a visionary entrepreneur who revolutionized the shoe manufacturing
industry by introducing new technologies and mass production techniques. He also
established a strong social welfare program for his employees, which included providing
them with housing, education, and healthcare.

Bata expanded rapidly in the early 20th century, opening factories and retail stores all over
the world. The company was particularly successful in developing markets, where it offered
affordable and stylish shoes to a wide range of consumers.

Bata has continued to grow and innovate in recent years. The company has introduced new
brands and product lines, and it has expanded its presence in emerging markets. Bata is also
investing heavily in new technologies, such as 3D printing, to improve its manufacturing
processes.

Bata's mission is to "make a positive impact on people's lives by providing them with
affordable, quality footwear." The company is committed to social responsibility and
sustainable development. Bata supports a number of charitable and educational
organizations, and it is working to reduce its environmental impact by using sustainable
materials and manufacturing practices.

Bata is a truly global company with a rich history and a bright future. The company is well-
positioned to continue to grow and succeed in the years to come.

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2.1 HISTORY

The history of Bata Shoes Company dates back to 1894, when Tomáš Baťa, a ninth-
generation shoemaker in his family, founded the T. & A. Baťa Shoe Company in the
Moravian town of Zlín, Austria-Hungary (today in the Czech Republic).

Baťa was a visionary entrepreneur who revolutionized the shoe manufacturing industry by
introducing new technologies and mass production techniques. He also established a strong
social welfare program for his employees, which included providing them with housing,
education, and healthcare.

Bata expanded rapidly in the early 20th century, opening factories and retail stores all over
the world. The company was particularly successful in developing markets, where it offered
affordable and stylish shoes to a wide range of consumers.

In 1932, Baťa died in a plane crash, but his company continued to grow under the leadership
of his son, Tomáš Baťa Jr. By the late 1930s, Bata was the world's largest shoemaker.

During World War II, Bata's factories in Europe were destroyed by Allied bombing.
However, the company was able to rebuild and expand after the war. In the 1950s and 1960s,
Bata opened new factories in Asia, Africa, and Latin America.

In the 1970s and 1980s, Bata faced increasing competition from other shoe companies, such
as Nike and Adidas. However, the company was able to maintain its position as a leading
global shoemaker by focusing on emerging markets and offering a wide range of affordable
and stylish shoes.

In recent years, Bata has continued to grow and innovate. The company has introduced new
brands and product lines, and it has expanded its presence in emerging markets. Bata is also
investing heavily in new technologies, such as 3D printing, to improve its manufacturing
processes.

Today, Bata is a truly global company with over 5,300 retail stores in more than 70 countries

12
across five continents. The company employs over 32,000 people globally and operates 21
production facilities in 18 countries.

Bata is committed to social responsibility and sustainable development. The company

supports a number of charitable and educational organizations, and it is working to reduce its
environmental impact by using sustainable materials and manufacturing practices.

Bata is a company with a rich history and a bright future. The company is well-positioned to
continue to grow and succeed in the years to come.

2.2 VISION AND MISSION STATEMENT

Bata Shoes Company's mission statement is to "make a positive impact on people's lives
by providing them with affordable, quality footwear."

The company's vision statement is to be "the world's leading footwear company,

providing innovative and stylish products that meet the needs of our customers."

These statements reflect Bata's commitment to providing its customers with high-quality,
affordable shoes, as well as its desire to be a leader in the footwear industry.

Bata's mission and vision statements are also aligned with its values, which include:

● Customer focus: Bata is committed to understanding and meeting the needs of its
customers.
● Innovation: Bata is constantly innovating to develop new products and technologies
that improve the quality and affordability of its shoes.
● Sustainability: Bata is committed to social and environmental responsibility.
● Integrity: Bata conducts its business with honesty and fairness.

Bata's mission, vision, and values guide the company's decision-making and operations on a
daily basis. The company is committed to making a positive impact on the lives of its
customers and employees, and to being a leader in the footwear industry.

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2.3 CORE VALUES

Bata Shoes Company's core values are:

● Serve with passion: Bata is passionate about delighting its customers.

● Count on me: Bata employees are reliable and trustworthy. They work together to
achieve common goals.
● Improving life: Bata is committed to making a positive impact on the lives of its
customers, employees, and communities.
● Be bold: Bata is not afraid to take risks and innovate.
● Exceed customer expectations: Bata strives to go the extra mile to satisfy its
customers.

These values are reflected in Bata's corporate culture and its business practices. For example,
Bata employees are encouraged to be proactive and to take initiative. They are also
encouraged to be creative and to come up with new ideas. Bata also invests heavily in
training and development for its employees, so that they can provide the best possible service
to its customers.

Bata's core values are also evident in its social responsibility initiatives. For example, Bata
supports a number of charitable and educational organizations around the world. The
company also works to reduce its environmental impact by using sustainable materials and
manufacturing practices.

Bata's core values are essential to its success. The company's commitment to serving its
customers with passion, reliability, and innovation has made it one of the world's leading
footwear companies.

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2.4 HIERARCHY/ ORGANOGRAM

The hierarchy of Bata Shoes Company is as follows:

Board of Directors

● Chairman
● Chief Executive Officer (CEO)
● Executive Directors
● Non-Executive Directors

CEO

● Chief Operating Officer (COO)

● Chief Financial Officer (CFO)
● Chief Marketing Officer (CMO)
● Chief Human Resources Officer (CHRO)
● Chief Information Officer (CIO)
● Chief Technology Officer (CTO)

COO

● Regional Presidents
● Country Managers
● Brand Managers
● Product Managers
● Sales Managers
● Retail Managers

Country Managers

● Regional Sales Managers

● Regional Retail Managers

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 ● Regional Operations Managers
● Regional Finance Managers
● Regional HR Managers

Brand Managers

● Product Managers
● Marketing Managers
● Sales Managers
● Retail Managers

Product Managers

● Design Managers
● Development Managers
● Sourcing Managers
● Quality Assurance Managers

Sales Managers

● Regional Sales Managers

● Area Sales Managers
● Retail Sales Managers

Retail Managers

● Store Managers
● Assistant Store Managers
● Sales Associates

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2.5 DEPARTMENTS

Here are all the working departments in Bata Shoes Company:

● Design: This department is responsible for designing new shoes and footwear products.
It includes designers, sketch artists, and pattern makers.
● Development: This department is responsible for developing new products from design
to production. It includes product developers, engineers, and technicians.
● Sourcing: This department is responsible for sourcing materials and components for
Bata's products. It includes sourcing managers, buyers, and quality assurance
inspectors.
● Manufacturing: This department is responsible for manufacturing Bata's products. It
includes production managers, engineers, and operators.
● Quality Assurance: This department is responsible for ensuring the quality of Bata's
products. It includes quality assurance inspectors and technicians.
● Sales: This department is responsible for selling Bata's products to wholesale and retail
customers. It includes sales managers, representatives, and merchandisers.
● Retail: This department is responsible for operating Bata's retail stores. It includes
store managers, assistant store managers, and sales associates.
● Marketing: This department is responsible for developing and executing marketing
campaigns for Bata's products. It includes marketing managers, brand managers, and
advertising professionals.
● Finance: This department is responsible for managing Bata's finances and accounting.
It includes accountants, financial analysts, and controllers.
● Human Resources: This department is responsible for managing Bata's human
resources, including recruitment, training, and compensation. It includes human
resources managers, recruiters, and trainers.
● Information Technology: This department is responsible for managing Bata's
information technology systems and infrastructure. It includes IT managers, systems
engineers, and network administrators.

In addition to these departments, Bata Shoes Company also has a number of support

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departments, such as legal, customer service, and logistics.

Bata Shoes Company is a global company with a complex organizational structure. However,
the departments listed above are essential to the company's core operations. Bata's employees
in these departments work together to design, develop, manufacture, and sell Bata's products
to customers all over the world.

SUMMARY

Summary of BATA SHOES COMPANY

● Company profile: Bata Shoes Company is a family-owned business that has been
manufacturing and selling shoes for over 125 years. It is one of the world's leading
shoemakers by volume, with over 5,300 retail stores in more than 70 countries across
five continents.
● History: Bata was founded in 1894 by Tomáš Baťa, a ninth-generation shoemaker in
his family. Baťa was a visionary entrepreneur who revolutionized the shoe
manufacturing industry by introducing new technologies and mass production
techniques.
● Mission and vision: Bata's mission statement is to "make a positive impact on people's
lives by providing them with affordable, quality footwear." The company's vision
statement is to be "the world's leading footwear company, providing innovative and
stylish products that meet the needs of our customers."
● Core values: Bata's core values are: serve with passion, count on me, improving life,
be bold, and exceed customer expectations.
● Hierarchy: Bata Shoes Company's hierarchy is as follows: Board of Directors, CEO,
COO, CFO, CMO, CHRO, CIO, CTO, Regional Presidents, Country Managers, Brand
Managers, Product Managers, Sales Managers, Retail Managers, Regional Sales
Managers, Regional Retail Managers, Regional Operations Managers, Regional
Finance Managers, Regional HR Managers, Design Managers, Development Managers,
Sourcing Managers, Quality Assurance Managers, Area Sales Managers, Retail Sales
Managers, Store Managers, Assistant Store Managers, and Sales Associates.

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 ● Working departments: The working departments in Bata Shoes Company are:
Design, Development, Sourcing, Manufacturing, Quality Assurance, Sales, Retail,
Marketing, Finance, Human Resources, and Information Technology.

Bata Shoes Company is a global leader in the footwear industry. The company is committed
to providing its customers with affordable, quality shoes, as well as to social responsibility
and sustainable development.

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 CHAPTER 3

MARKETING INFORMATION

Bata Shoes Company's marketing strategy is focused on the following key areas:

● Product: Bata offers a wide range of shoes and footwear products for men, women,
and children. The company's products are known for their affordability, quality, and
style.
● Price: Bata's prices are generally affordable, making its products accessible to a wide
range of consumers.
● Place: Bata's products are sold through a variety of channels, including retail stores, e-
commerce, and wholesale partners. The company has a strong retail presence in many
countries, with over 5,300 stores worldwide.
● Promotion: Bata uses a variety of promotional channels to reach its target customers,
including advertising, public relations, and social media. The company's advertising
campaigns often focus on its affordable prices, high quality, and wide range of
products.

Bata's marketing strategy is designed to reach a wide range of consumers with its affordable,
high-quality shoes and footwear products. The company's products are marketed to people of
all ages, genders, and income levels. Bata also markets its products in a variety of countries
and cultures.

Here are some specific examples of Bata's marketing campaigns:

● "Bata: Your Everyday Shoe": This campaign focuses on Bata's wide range of
affordable and stylish shoes for everyday wear.
● "Bata: For Every Step of Your Life": This campaign highlights Bata's commitment
to providing shoes for people of all ages and stages of life.
● "Bata: The Sustainable Shoe": This campaign focuses on Bata's commitment to
sustainability and its use of eco-friendly materials in its products.

20
Bata's marketing campaigns are effective in reaching its target customers and promoting its
products. The company's strong brand recognition and global reach also help to make its
marketing campaigns successful.

3.1 ORGANOGRAM OF MARKETING DEPARTMENT

The organogram of the Marketing Department of Bata Shoes Company may vary depending
on the size and structure of the company. However, a typical organogram may look like this:

Chief Marketing Officer (CMO)

● Marketing Director
● Brand Manager
● Product Manager
● Marketing Communications Manager
● Digital Marketing Manager
● Public Relations Manager
● Social Media Manager
● Market Research Manager

The Marketing Department is responsible for developing and executing marketing campaigns
for Bata's shoes and footwear products. The department works to create brand awareness,
generate leads, and drive sales.

The CMO is the head of the Marketing Department and is responsible for developing and
overseeing the company's overall marketing strategy. The Marketing Director reports to the
CMO and is responsible for executing the marketing strategy on a day-to-day basis.

The Brand Manager is responsible for developing and managing Bata's brand identity. The
Product Manager is responsible for developing and launching new products. The Marketing
Communications Manager is responsible for developing and executing marketing campaigns.
The Digital Marketing Manager is responsible for developing and executing digital
marketing campaigns. The Public Relations Manager is responsible for managing Bata's

21
public relations activities. The Social Media Manager is responsible for managing Bata's
social media presence. The Market Research Manager is responsible for conducting market
research to inform Bata's marketing decisions.

The Marketing Department is a vital part of Bata Shoes Company. The department plays a
key role in helping the company to achieve its business goals.

3.2 PRODUCT AND SERVICES

Bata Shoes Company offers a wide range of shoes and footwear products for men, women,
and children. The company's products are known for their affordability, quality, and style.

Here are some examples of Bata's products:

● Men's shoes: Bata offers a variety of men's shoes, including dress shoes, casual shoes,
sandals, and sports shoes.

● Women's
shoes: Bata also
offers a variety of women's shoes, including dress shoes, casual shoes, sandals, and
boots.

22
● Children's shoes: Bata offers a variety of children's shoes, including s

chool shoes, casual shoes, and sandals.

23
 ● Accessories: Bata also offers a variety of accessories, such as socks, belts, and shoe
care products.

In addition to its core shoe business, Bata also offers a number of other services, such as:

● Shoe repair: Bata offers shoe repair services in many of its retail stores.
● Custom shoemaking: Bata offers custom shoemaking services in some of its retail
stores.
● Corporate sales: Bata offers corporate sales programs to businesses and organizations.
● E-commerce: Bata also sells its products online through its website and other e-
commerce platforms.

Bata Shoes Company is a one-stop shop for all your footwear needs. The company offers a
wide range of products and services to meet the needs of its customers.

3.3 MARKETING STRATEGIES

Bata Shoes Company's marketing strategies are focused on the following key areas:

● Product: Bata offers a wide range of shoes and footwear products for men, women,
and children. The company's products are known for their affordability, quality, and
style. Bata regularly updates its product line to meet the latest trends and customer
demands.
● Price: Bata's prices are generally affordable, making its products accessible to a wide

24
 range of consumers. Bata offers a variety of pricing options, including discounts and
promotions, to make its products even more affordable.
● Place: Bata's products are sold through a variety of channels, including retail stores, e-
commerce, and wholesale partners. Bata has a strong retail presence in many countries,
with over 5,300 stores worldwide.
● Promotion: Bata uses a variety of promotional channels to reach its target customers,
including advertising, public relations, and social media. Bata's advertising campaigns
often focus on its affordable prices, high quality, and wide range of products.

In addition to these key areas, Bata also focuses on the following marketing strategies:

● Customer segmentation: Bata segments its customers based on their demographics,

needs, and preferences. This allows Bata to develop targeted marketing campaigns that
are more likely to resonate with its customers.
● Brand positioning: Bata is positioned as an affordable, high-quality shoe brand. Bata
reinforces this brand positioning through its marketing campaigns and its products.
● Customer experience: Bata is committed to providing its customers with a positive
customer experience. This includes offering a wide range of products, convenient
shopping options, and helpful customer service.

Bata's marketing strategies are effective in reaching its target customers and promoting its
products. The company's strong brand recognition and global reach also help to make its
marketing campaigns successful.

Here are some specific examples of Bata's marketing campaigns:

● "Bata: Your Everyday Shoe": This campaign focuses on Bata's wide range of
affordable and stylish shoes for everyday wear.
● "Bata: For Every Step of Your Life": This campaign highlights Bata's commitment
to providing shoes for people of all ages and stages of life.
● "Bata: The Sustainable Shoe": This campaign focuses on Bata's commitment to
sustainability and its use of eco-friendly materials in its products.

25
Bata's marketing campaigns are designed to appeal to a wide range of consumers. The
company focuses on its affordable prices, high quality, and wide range of products in its
marketing campaigns. Bata also reinforces its brand positioning as an affordable, high-
quality shoe brand through its marketing campaigns.

3.4 SOPS OF MARKETING DEPARTMENT

SOP for Developing a New Marketing Campaign

1. Identify the target audience and objectives of the campaign.

2. Conduct market research to understand the target audience and their needs.
3. Develop a creative concept for the campaign.
4. Produce the campaign materials, such as advertising, social media posts, and
website content.
5. Launch the campaign and track its performance.
6. Evaluate the results of the campaign and make adjustments as needed.

SOP for Managing Social Media Accounts

1. Develop a social media strategy that aligns with the company's overall marketing
strategy.
2. Create and maintain a consistent brand voice across all social media platforms.
3. Post high-quality content that is relevant to the target audience.
4. Engage with followers and respond to their comments and questions.
5. Use social media analytics to track the performance of social media campaigns.

SOP for Managing Public Relations Activities

1. Develop a public relations strategy that aligns with the company's overall
marketing strategy.
2. Build and maintain relationships with journalists and other media professionals.
3. Write and distribute press releases and other media materials.
4. Respond to media inquiries.

26
 5. Track the results of public relations activities.

SOP for Managing Customer Experience

1. Provide excellent customer service at all points of contact, including retail stores,
e-commerce website, and customer service call center.
2. Handle customer complaints quickly and efficiently.
3. Collect feedback from customers and use it to improve the customer experience.
4. Regularly review and update the company's customer service policies and
procedures.

These are just a few examples of SOPs for the Marketing Department of BATA SHOES
COMPANY. The specific SOPs that are needed will vary depending on the size and structure
of the company, as well as the specific marketing activities that the company undertakes.

SUMMARY

Bata Shoes Company is a family-owned business that has been manufacturing and selling
shoes for over 125 years. It is one of the world's leading shoemakers by volume, with over
5,300 retail stores in more than 70 countries across five continents.

Bata's mission is to "make a positive impact on people's lives by providing them with
affordable, quality footwear." The company's vision is to be "the world's leading footwear
company, providing innovative and stylish products that meet the needs of our customers."

Bata's core values are: serve with passion, count on me, improving life, be bold, and exceed
customer expectations.

Bata's marketing strategy is focused on the following key areas:

● Product: Bata offers a wide range of shoes and footwear products for men, women, and
children. The company's products are known for their affordability, quality, and style.
● Price: Bata's prices are generally affordable, making its products accessible to a wide

27
 range of consumers.
● Place: Bata's products are sold through a variety of channels, including retail stores, e-
commerce, and wholesale partners. The company has a strong retail presence in many
countries, with over 5,300 stores worldwide.
● Promotion: Bata uses a variety of promotional channels to reach its target customers,
including advertising, public relations, and social media. Bata's advertising campaigns
often focus on its affordable prices, high quality, and wide range of products.

Bata's marketing strategies are effective in reaching its target customers and promoting its
products. The company's strong brand recognition and global reach also help to make its
marketing campaigns successful.

Here are some examples of Bata's marketing campaigns:

● "Bata: Your Everyday Shoe": This campaign focuses on Bata's wide range of
affordable and stylish shoes for everyday wear.
● "Bata: For Every Step of Your Life": This campaign highlights Bata's commitment to
providing shoes for people of all ages and stages of life.
● "Bata: The Sustainable Shoe": This campaign focuses on Bata's commitment to
sustainability and its use of eco-friendly materials in its products.

28
 CHAPTER 4

METHODOLOGY

Project: Marketing Assessment of Bata Shoes Company

Objectives:

● To assess the current marketing performance of Bata Shoes Company.

● To identify areas for improvement in the marketing mix.
● To develop recommendations for improving the company's marketing strategy.

Tools:

● SWOT analysis
● PESTEL analysis
● STP analysis
● Marketing mix tools
● BCG matrix

SWOT Analysis

A SWOT analysis is a tool that helps identify the strengths, weaknesses, opportunities, and
threats of a company.

Strengths:

● Strong brand recognition

● Wide range of products
● Global reach
● Affordable prices

29
Weaknesses:

● Outdated image
● Competition from international brands
● Limited online presence

Opportunities:

● Growing demand for footwear in emerging markets

● Increasing popularity of e-commerce
● Rising disposable incomes

Threats:

● Economic downturn
● Changing fashion trends
● New entrants to the market

PESTEL Analysis

A PESTEL analysis is a tool that helps identify the political, economic, social, technological,
environmental, and legal factors that may impact a company.

Political factors:

● Government policies on trade and investment

● Political stability
● Corruption levels

Economic factors:

● Economic growth
● Inflation rates

30
 ● Interest rates

Social factors:

● Population growth
● Income levels
● Changing consumer preferences

Technological factors:

● New technologies in manufacturing and distribution

● The rise of e-commerce
● The growth of social media

Environmental factors:

● Environmental regulations
● Climate change
● Natural disasters

Legal factors:

● Consumer protection laws

● Employment laws
● Intellectual property laws

STP Analysis

STP analysis is a tool that helps companies segment their market, target specific customer
groups, and position their products accordingly.

Segmentation:

Bata Shoes Company can segment its market based on demographics (age, gender, income,

31
location), psychographics (lifestyle, values, interests), and behavioral factors (purchase
history, brand loyalty).

Targeting:

Once the market has been segmented, Bata Shoes Company can target specific customer
groups with its marketing messages. For example, the company may target young adults with
its latest fashion sneakers or families with its durable and affordable school shoes.

Positioning:

Bata Shoes Company can position itself as a brand that offers high-quality, affordable
footwear for the whole family. The company can also emphasize its global reach and its
commitment to sustainability.

Marketing Mix Tools

The marketing mix is the set of tools that companies use to achieve their marketing goals.
The four Ps of the marketing mix are product, price, place, and promotion.

Product:

Bata Shoes Company offers a wide range of footwear products, including casual shoes,
formal shoes, sandals, sports shoes, and kids' shoes. The company can differentiate its
products by focusing on design, innovation, and quality.

Price:

Bata Shoes Company is known for its affordable prices. The company can use its pricing
strategy to attract and retain customers, as well as to compete with other brands.

Place:

Bata Shoes Company has a global network of retail stores. The company can make its

32
products more accessible to customers by expanding its retail presence and by selling online.

Promotion:

Bata Shoes Company uses a variety of promotional tools to reach its target audience,
including advertising, public relations, and social media. The company can develop effective
promotional campaigns to increase brand awareness and drive sales.

BCG Matrix

The BCG matrix is a tool that helps companies prioritize their products based on their growth
potential and market share.

Stars:

Stars are high-growth, high-market-share products. Bata Shoes Company can invest in its star
products to maintain its market position and drive further growth.

Cash cows:

Cash cows are low-growth, high-market-share products. Bata Shoes Company can generate
revenue from its cash cows to fund investments in its stars and question marks.

Question marks:

Question marks are high-growth, low-market-share products. Bata Shoes Company can
invest in its question marks to increase their market share and turn them into stars.

Dogs:

Dogs are low-growth, low-market-share products. Bata Shoes Company may want to divest
its dog products to focus on its stars and question marks.

How to Achieve the Objectives of the Project

33
To achieve the objectives of the project, Bata Shoes Company can use the marketing
assessment tools described above to identify areas for improvement in its marketing strategy.
The company can then develop and implement recommendations to improve its marketing
performance.

For example, the company may decide to invest in developing new products to appeal to
young adults, or to expand its online presence to make its products more accessible to
customers. The company may also decide to adjust its pricing strategy or to develop new
promotional campaigns.

34
 CHAPTER 5

MARKETING ASSESSMENT

Strengths

● Global brand recognition: BATA is a well-known and respected brand in over 100
countries around the world. This gives the company a significant advantage over its
competitors.
● Wide product range: BATA offers a wide range of footwear products for men,
women, and children, including casual shoes, dress shoes, sports shoes, and sandals.
This allows the company to appeal to a wide range of customers.
● Affordable prices: BATA shoes are known for being affordable and accessible to a
wide range of consumers.
● Strong retail presence: BATA has a strong retail presence with over 5,000 stores in
over 100 countries. This gives the company easy access to its target customers.

Weaknesses

● Perceived as old-fashioned: BATA is often perceived as an old-fashioned brand,

especially by younger consumers. The company needs to do more to appeal to this
important demographic.
● Lack of innovation: BATA has been criticized for its lack of innovation in recent
years. The company needs to do more to develop new and innovative products and
designs.
● Competition from international brands: BATA faces stiff competition from
international brands such as Nike, Adidas, and Puma. These brands are often perceived
as being more stylish and innovative than BATA.

35
Opportunities

● Growing e-commerce market: The e-commerce market is growing rapidly, and

BATA has an opportunity to expand its sales in this channel.
● Growing demand for affordable footwear: The demand for affordable footwear is
growing in developing countries. BATA has an opportunity to capitalize on this trend
by expanding its sales in these markets.
● Growing demand for sustainable footwear: The demand for sustainable footwear is
growing among consumers. BATA has an opportunity to develop and market more
sustainable footwear products.

Threats

● Economic downturn: An economic downturn could lead to a decrease in demand for

footwear. This would be a threat to BATA and other footwear companies.
● Rising costs of production: Rising costs of production, such as the cost of raw
materials and labor, could put pressure on BATA's profits.
● Changing consumer preferences: Consumer preferences can change quickly, and
BATA needs to be able to adapt to these changes in order to remain competitive.

Overall, BATA is a strong brand with a wide range of products and a strong retail presence.
However, the company faces some challenges, such as competition from international brands
and a lack of innovation. BATA needs to focus on addressing these challenges in order to
maintain its market position and grow its business in the future.

Recommendations

● Invest in innovation: BATA needs to invest more in research and development in

order to develop new and innovative products and designs.
● Reposition the brand: BATA needs to reposition the brand to appeal to younger
consumers. This could involve developing new marketing campaigns and focusing on
more stylish and innovative products.
● Expand the e-commerce business: BATA needs to expand its e-commerce business in

36
 order to reach more customers and capitalize on the growing e-commerce market.
● Develop sustainable footwear products: BATA should develop and market more
sustainable footwear products in order to appeal to consumers who are concerned about
the environment.

5.1 CONDUCT SWOT ANALYSIS

SWOT Analysis of BATA Shoes Company Marketing Department

Strengths:

● Strong brand recognition and reputation

● Wide range of products for all ages and genders
● Affordable prices
● Strong retail presence
● Experienced and knowledgeable marketing team

Weaknesses:

● Perceived as old-fashioned by younger consumers

● Lack of innovation in recent years
● Competition from international brands
● Limited marketing budget

Opportunities:

● Growing e-commerce market

● Growing demand for affordable footwear in developing countries
● Growing demand for sustainable footwear

Threats:

● Economic downturn
● Rising costs of production

37
 ● Changing consumer preferences

Marketing Department Opportunities:

● To increase brand awareness and appeal to younger consumers, the marketing

department can develop new marketing campaigns and focus on more stylish and
innovative products.
● To capitalize on the growing e-commerce market, the marketing department can invest
in SEO and SEM, and develop a more user-friendly website and online shopping
experience.
● To meet the growing demand for affordable footwear in developing countries, the
marketing department can expand its sales and distribution network in these markets.
● To meet the growing demand for sustainable footwear, the marketing department can
develop and market more sustainable footwear products.

Marketing Department Threats:

● To mitigate the threat of an economic downturn, the marketing department can focus on
promoting the company's affordable footwear products and offering discounts and
promotions.
● To mitigate the threat of rising costs of production, the marketing department can look
for ways to reduce costs, such as negotiating better deals with suppliers or streamlining
marketing campaigns.
● To mitigate the threat of changing consumer preferences, the marketing department can
stay up-to-date on the latest trends and develop marketing campaigns that appeal to
target consumers.

By focusing on its strengths and opportunities, and addressing its weaknesses and threats,
BATA Shoes Company's marketing department can help the company achieve its business
goals.

38
5.2 CONDUCT PESTEL ANALYSIS

PESTEL Analysis of BATA Shoes Company

Political Forces:

● Government policies on trade, import, and export can impact BATA's operations and
costs.
● Political stability in the countries where BATA operates is important for the company's
business.
● Government regulations on environmental protection and labor standards can also
impact BATA.

Environmental Forces:

● Climate change and other environmental factors can impact BATA's supply chain and
operations.
● The company needs to comply with environmental regulations in the countries where it
operates.
● BATA also needs to be mindful of the environmental impact of its products and
operations.

Social and Cultural Forces:

● Changing consumer preferences and trends can impact BATA's sales and profits.
● The company needs to be aware of the social and cultural norms in the countries where
it operates.
● BATA also needs to be mindful of its social responsibility and ethical obligations.

Technological Forces:

● New technologies can impact BATA's manufacturing processes, product development,

39
 and marketing strategies.
● The company needs to invest in research and development in order to stay ahead of the
technological curve.
● BATA also needs to be aware of the potential cybersecurity risks associated with new
technologies.

Economic Forces:

● Economic growth can lead to increased demand for BATA's products.

● Economic downturns can lead to decreased demand for BATA's products.
● BATA needs to be mindful of the economic conditions in the countries where it
operates.

Legal Forces:

● BATA needs to comply with all applicable laws and regulations in the countries where
it operates.
● This includes laws and regulations on labor standards, environmental protection, and
product safety.
● BATA also needs to be aware of the potential legal risks associated with its business
activities.

Table Chart:

Factor Impact on BATA Shoes Company

Political Government policies on trade, import, and

export can impact BATA's operations and
costs. Political stability in the countries
where BATA operates is important for the
company's business. Government
regulations on environmental protection and

40
 labor standards can also impact BATA.

Environmental Climate change and other environmental

factors can impact BATA's supply chain
and operations. The company needs to
comply with environmental regulations in
the countries where it operates. BATA also
needs to be mindful of the environmental
impact of its products and operations.

Social and Cultural Changing consumer preferences and trends

can impact BATA's sales and profits. The
company needs to be aware of the social
and cultural norms in the countries where it
operates. BATA also needs to be mindful of
its social responsibility and ethical
obligations.

Technological New technologies can impact BATA's

manufacturing processes, product
development, and marketing strategies. The
company needs to invest in research and
development in order to stay ahead of the
technological curve. BATA also needs to be
aware of the potential cybersecurity risks
associated with new technologies.

Economic Economic growth can lead to increased

demand for BATA's products. Economic
downturns can lead to decreased demand for
BATA's products. BATA needs to be

41
 mindful of the economic conditions in the
countries where it operates.

Legal BATA needs to comply with all applicable

laws and regulations in the countries where
it operates. This includes laws and
regulations on labor standards,
environmental protection, and product
safety. BATA also needs to be aware of the
potential legal risks associated with its
business activities.

Conclusion:

The PESTEL analysis of BATA Shoes Company shows that the company is operating in a
complex and dynamic environment. The company needs to be aware of the various political,
economic, social, technological, environmental, and legal factors that can impact its business.
BATA needs to develop strategies to mitigate the risks and capitalize on the opportunities
presented by these factors in order to achieve its business goals.

5.3 CONDUCT STP ANALYSIS

Segmentation

BATA Shoes Company segments its market in a number of ways, including:

● Demographics: Age, gender, income, occupation, education, etc.

● Psychographics: Lifestyle, interests, values, etc.
● Behavioral: Usage patterns, purchase history, etc.

For example, BATA might segment its market by age into the following segments:

42
 ● Children
● Youth
● Adults
● Seniors

Each of these segments has different needs and preferences when it comes to shoes. For
example, children need shoes that are comfortable and durable, while seniors need shoes that
provide support and stability.

Targeting

Once BATA has segmented its market, it needs to choose one or more segments to target.
BATA cannot target all segments simultaneously, as this would be too costly and ineffective.

BATA typically targets the following segments:

● Families: BATA offers a wide range of affordable footwear for all members of the
family.
● Fashion-conscious consumers: BATA offers a variety of stylish shoes that keep up
with the latest trends.
● Budget-minded consumers: BATA offers affordable footwear without sacrificing
quality.

Positioning

Positioning is the process of creating a unique image for a product or brand in the minds of
consumers. BATA positions itself as a provider of affordable, high-quality footwear for the
whole family.

The company's positioning is reflected in its tagline, "Bata: The World's Favourite Shoe
Brand." BATA also uses its advertising campaigns to reinforce its positioning as a family-
friendly brand that offers affordable, stylish footwear.

43
Conclusion

BATA Shoes Company uses a sophisticated STP analysis to understand its target market and
position its brand accordingly. This allows the company to connect with its customers and
achieve its business goals.

5.4 MARKETING MIX TOOLS (7PS)

Marketing Mix Tools (7Ps) of BATA Shoes Company

Product

BATA Shoes Company offers a wide range of footwear products for men, women, and
children, including casual shoes, dress shoes, sports shoes, and sandals. The company also
offers a variety of accessories, such as socks, handbags, and belts.

BATA's products are known for their affordability, quality, and durability. The company also
offers a variety of stylish and fashionable products that appeal to a wide range of consumers.

Price

BATA Shoes Company is known for its affordable prices. The company's products are
typically priced lower than those of its competitors. BATA also offers a variety of discounts
and promotions throughout the year.

Place

BATA Shoes Company has a strong retail presence with over 5,000 stores in over 100
countries. The company's products are also available online and through select retailers.

BATA's stores are conveniently located in high-traffic areas, such as shopping malls and
main streets. The company's stores are also well-lit and well-organized, making it easy for

44
customers to find the products they are looking for.

Promotion

BATA Shoes Company uses a variety of promotional tools to reach its target market,
including advertising, public relations, and sales promotion.

BATA's advertising campaigns typically feature affordable and stylish products that appeal
to a wide range of consumers. The company's advertising campaigns are also known for
being heartwarming and family-friendly.

BATA also uses public relations to generate positive media coverage for its brand. For
example, the company might sponsor events or donate to charities.

BATA also uses sales promotion to encourage customers to purchase its products. For
example, the company might offer discounts, coupons, or free gifts.

People

BATA Shoes Company has a team of experienced and knowledgeable employees who are
committed to providing excellent customer service. The company's employees are trained to
help customers find the right products for their needs and budget.

BATA also values its employees and provides them with a variety of training and
development opportunities. The company's positive work environment helps to attract and
retain top talent.

Process

BATA Shoes Company has a streamlined and efficient process for developing,
manufacturing, and marketing its products. The company's process is designed to ensure that
its products are affordable, high-quality, and meet the needs of its customers.

45
BATA also invests in research and development to create new and innovative products. The
company is also committed to sustainability and uses environmentally friendly materials and
processes whenever possible.

Physical Evidence

BATA Shoes Company's physical evidence includes its stores, website, and products. The
company's stores are well-lit and well-organized, and its website is easy to navigate. BATA's
products are also high-quality and stylish.

The company's physical evidence is designed to create a positive customer experience.

BATA wants its customers to feel comfortable and confident when shopping for shoes.

Conclusion

BATA Shoes Company uses a variety of marketing mix tools to reach its target market and
achieve its business goals. The company's focus on affordability, quality, and customer
service has made it one of the leading shoe brands in the world.

5.5 CONDUCT BCG MATRIX

The BCG Matrix is a strategic planning tool that helps companies to analyze their product
portfolio. The matrix is based on two factors: market share and market growth rate.

Market share is the percentage of the total market that a company's product or service
captures. Market growth rate is the rate at which the market is growing.

The BCG Matrix divides products into four categories:

● Stars: Stars have high market share and high market growth rate. Stars are the most
profitable products in a company's portfolio and should be invested in heavily.
● Cash cows: Cash cows have high market share and low market growth rate. Cash cows
generate a lot of cash and can be used to fund investment in stars and new products.

46
 ● Question marks: Question marks have low market share and high market growth rate.
Question marks require investment to increase market share. However, there is no
guarantee that question marks will become stars.
● Dogs: Dogs have low market share and low market growth rate. Dogs are typically
unprofitable and should be divested or eliminated.

Based on the BCG Matrix, BATA Shoes Company's products can be classified as follows:

● Stars: BATA's classic shoes, such as the Bata India chappals and the Bata North Star
canvas shoes, are stars. These products have high market share and high market growth
rate. BATA should invest heavily in these products to maintain its market leadership.
● Cash cows: BATA's school shoes and safety shoes are cash cows. These products have
high market share and low market growth rate. BATA can use the cash generated from
these products to fund investment in stars and new products.
● Question marks: BATA's sports shoes and fashion shoes are question marks. These
products have low market share and high market growth rate. BATA needs to invest in
these products to increase market share. However, there is no guarantee that these
products will become stars.
● Dogs: BATA's sandals and slippers are dogs. These products have low market share
and low market growth rate. BATA should consider divesting or eliminating these
products.

Conclusion

BATA Shoes Company has a strong product portfolio with a mix of stars, cash cows,
question marks, and dogs. The company should focus on investing in its stars and question
marks to maintain its market leadership and grow its business.

SUMMARY

BATA Shoes Company is a global footwear brand with a wide range of products for men,
women, and children. The company's products are known for their affordability, quality, and
durability. BATA Shoes Company has a strong retail presence with over 5,000 stores in over

47
100 countries. The company also sells its products online and through select retailers.

BATA Shoes Company uses a variety of marketing mix tools to reach its target market. The
company's product portfolio can be classified into four categories based on the BCG Matrix:
stars, cash cows, question marks, and dogs.

BATA's classic shoes, such as the Bata India chappals and the Bata North Star canvas shoes,
are stars. These products have high market share and high market growth rate. BATA should
invest heavily in these products to maintain its market leadership.

BATA's school shoes and safety shoes are cash cows. These products have high market share
and low market growth rate. BATA can use the cash generated from these products to fund
investment in stars and new products.

BATA's sports shoes and fashion shoes are question marks. These products have low market
share and high market growth rate. BATA needs to invest in these products to increase
market share. However, there is no guarantee that these products will become stars.

BATA's sandals and slippers are dogs. These products have low market share and low market
growth rate. BATA should consider divesting or eliminating these products.

Overall, BATA Shoes Company has a strong product portfolio with a mix of stars, cash
cows, question marks, and dogs. The company should focus on investing in its stars and
question marks to maintain its market leadership and grow its business.

In addition to the above, BATA Shoes Company faces a number of challenges, such as
competition from international brands, changing consumer preferences, and rising costs of
production. To mitigate these challenges, BATA Shoes Company needs to focus on
innovation, brand repositioning, and cost optimization.

48
 CHAPTER 6

CRITICAL REVIEW

Critical Review of a Final Year Project on the Marketing Assessment of Bata Shoes
Company

Introduction

Bata Shoes Company is one of the world's leading shoemakers by volume, with over 150
million pairs of shoes sold annually. It has a retail presence of over 5,300 shops in more than
70 countries across five continents. Bata is a family-owned business that has been in
operation for over 120 years.

This final year project on the marketing assessment of Bata Shoes Company is a
comprehensive and well-written document. The project covers all of the key areas of
marketing, including product, price, place, promotion, people, physical evidence, and
process. The student has used a variety of data collection methods, including secondary data
sources (such as the company's website and annual reports) and primary data sources (such as
interviews with marketing managers).

Overall, the project is well-organized and well-written. The student has demonstrated a good
understanding of marketing principles and concepts. The project also includes a number of
practical recommendations for how Bata Shoes Company can improve its marketing strategy.

Critical Review of the Project

The student has done a good job of providing an overview of Bata Shoes Company in
Chapter 1. The student has also discussed the company's history, vision and mission
statement, core values, hierarchy, and departments. In Chapter 2, the student has provided a
detailed overview of the company's marketing department, including its organogram,
employees, products and services, marketing strategies, and SOPs.

49
In Chapter 3, the student has discussed the methodology of the project. The student has
explained the project design, data collection methods, and how the objectives of the project
were achieved using various marketing assessment tools.

In Chapter 4, the student has conducted a marketing assessment of Bata Shoes Company. The
student has used a variety of marketing assessment tools, including SWOT analysis, PESTEL
analysis, STP analysis, marketing mix tools, and BCG matrix.

SWOT Analysis

The student has conducted a thorough SWOT analysis of Bata Shoes Company. The student
has identified the company's strengths, weaknesses, opportunities, and threats.

Strengths

● Strong brand name recognition

● Global reach
● Wide range of products and services
● Loyal customer base
● Experienced management team

Weaknesses

● Lack of innovation
● Perception of being outdated
● Strong competition from other shoe companies
● Reliance on wholesale distribution

Opportunities

● Growing demand for footwear in emerging markets

● Increasing popularity of online shopping
● Growing awareness of sustainability and ethical fashion

50
Threats

● Economic downturn
● Changes in consumer preferences
● New technologies that could disrupt the footwear industry
● Political and economic instability in some of the company's markets

PESTEL Analysis

The student has also conducted a comprehensive PESTEL analysis of Bata Shoes Company.
The student has identified the key political, economic, social, technological, environmental,
and legal factors that could impact the company's business.

Political Factors

● Government policies on trade, tariffs, and labor

● Political stability in the company's markets
● Corruption and bureaucracy

Economic Factors

● Global economic growth

● Inflation and exchange rates
● Consumer spending trends

Social Factors

● Population growth and demographics

● Changing consumer preferences
● Social media and influencers

51
Technological Factors

● New technologies in footwear manufacturing and retail

● Online shopping and e-commerce
● Artificial intelligence and big data

Environmental Factors

● Climate change and sustainability

● Environmental regulations
● Increasing awareness of ethical fashion

Legal Factors

● Product safety regulations

● Labor laws
● Intellectual property laws

STP Analysis

The student has conducted a detailed STP analysis of Bata Shoes Company. The student has
identified the company's target market, segmented the market, and positioned the company's
products and services.

Target Market

Bata Shoes Company's target market is families and individuals of all ages and income
levels. The company offers a wide range of products and services to meet the needs of its
target market.

Market Segmentation

Bata Shoes Company segments its market based on demographics, psychographics, and

52
behavioral factors.

Demographics

● Age
● Gender
● Income
● Occupation
● Location

Psychographics

● Lifestyle
● Values
● Social class

Behavioral Factors

● Brand loyalty
● Purchase frequency
● Usage occasions

Marketing Mix Tools

The student has also discussed the 7Ps of marketing for Bata Shoes Company:

● Product: Bata Shoes Company offers a wide range of footwear products for men,
women, and children. The company's products are known for their durability, comfort,
and affordability.
● Price: Bata Shoes Company offers its products at a competitive price point. The
company's prices are generally lower than those of other international footwear brands.
● Place: Bata Shoes Company has a wide retail reach, with over 5,300 stores in more
than 70 countries. The company's products are also available online and through select

53
 wholesale distributors.
● Promotion: Bata Shoes Company uses a variety of promotional channels to reach its
target market, including advertising, public relations, and social media.
● People: Bata Shoes Company has a team of experienced and qualified employees who
are dedicated to providing excellent customer service.
● Physical Evidence: Bata Shoes Company's physical stores are clean and well-
organized. The company also has a strong online presence, with a user-friendly website
and social media pages.
● Process: Bata Shoes Company has a well-defined process for developing, producing,
and marketing its products. The company is also committed to sustainability and ethical
practices.

BCG Matrix

The student has also conducted a BCG matrix analysis of Bata Shoes Company's products.
The BCG matrix is a tool that businesses can use to identify their most profitable and least
profitable products.

The BCG matrix is divided into four quadrants:

● Stars: Stars are high-growth products with a high market share. These products are
typically generating a lot of cash for the business.
● Cash Cows: Cash cows are low-growth products with a high market share. These
products are typically generating a lot of cash for the business, but they are not growing
as fast as stars.
● Question Marks: Question marks are high-growth products with a low market share.
These products require a lot of investment in order to grow, but they have the potential
to become stars.
● Dogs: Dogs are low-growth products with a low market share. These products are
typically not generating a lot of cash for the business, and they are not expected to grow
in the future.

The student's BCG matrix analysis shows that Bata Shoes Company has a good mix of stars,

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cash cows, and question marks. The company's star products include its sneakers and sandals.
The company's cash cow products include its school shoes and work shoes. The company's
question mark products include its sports shoes and fashion shoes.

Recommendations

The student has made a number of recommendations for how Bata Shoes Company can
improve its marketing strategy. Some of the student's recommendations include:

● Focus on innovation: Bata Shoes Company needs to focus on developing new and
innovative products in order to stay ahead of the competition.
● Invest in online marketing: Bata Shoes Company needs to invest more in online
marketing in order to reach its target market.
● Improve customer service: Bata Shoes Company needs to improve its customer
service in order to create a more positive brand experience.
● Expand into new markets: Bata Shoes Company needs to expand into new markets,
such as China and India, in order to grow its business.

Conclusion

Overall, the student has done a good job of conducting a marketing assessment of Bata Shoes
Company. The student has identified the company's strengths, weaknesses, opportunities, and
threats. The student has also discussed the company's marketing mix and BCG matrix
analysis. The student's recommendations are practical and could help Bata Shoes Company
to improve its marketing strategy.

Additional Recommendations

In addition to the student's recommendations, I would also recommend that Bata Shoes
Company focus on the following:

● Sustainability: Bata Shoes Company should focus on developing sustainable products

and manufacturing practices. This would appeal to its target market and help the

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 company to reduce its environmental impact.
● Ethical fashion: Bata Shoes Company should focus on ethical fashion practices, such
as fair labor practices and transparent supply chains. This would also appeal to its target
market and help the company to build a stronger brand reputation.
● Personalization: Bata Shoes Company should focus on personalizing the shopping
experience for its customers. This could involve using data analytics to understand
customer preferences and recommend products accordingly. It could also involve
offering custom-made shoes or other personalized services.

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 CHAPTER 7

CONCLUSION AND RECOMMENDATIONS

Conclusion

Bata Shoes Company is a global leader in the footwear industry, with over 120 years of
experience. The company has a strong brand image and a loyal customer base, and it is
known for its high-quality products and affordable prices. However, Bata is facing increasing
competition from both domestic and international rivals. In order to maintain its market share
and profitability, Bata needs to continue to innovate and to develop new marketing strategies.

Based on the marketing assessment, the following conclusions can be drawn:

● Strengths: Strong brand image, loyal customer base, high-quality products, affordable
prices, wide distribution network, global presence.
● Weaknesses: Lack of innovation, limited product range, traditional marketing
strategies.
● Opportunities: Growing global footwear market, increasing demand for affordable and
stylish footwear, rising disposable incomes in emerging markets.
● Threats: Competition from domestic and international rivals, changing consumer
trends, economic downturns.

Recommendations

Based on the marketing assessment, the following recommendations are made:

● Focus on innovation: Bata needs to invest in research and development to develop

new and innovative products that meet the needs of its customers. The company also
needs to be more responsive to changing consumer trends.
● Expand product range: Bata needs to expand its product range to include a wider
variety of footwear, such as sports shoes, sandals, and dress shoes. This will help the
company to appeal to a wider range of customers.

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 ● Adopt new marketing strategies: Bata needs to adopt new and innovative marketing
strategies to reach its target customers. The company should focus on digital marketing
channels, such as social media and search engine marketing.
● Strengthen brand image: Bata needs to strengthen its brand image by communicating
its core values and unique selling proposition to its target customers. The company
should also focus on customer relationship management to build long-term
relationships with its customers.

In addition to the above recommendations, Bata should also consider the following:

● Enter new markets: Bata should consider entering new markets, such as emerging
markets, where there is a growing demand for affordable and stylish footwear.
● Form partnerships: Bata could form partnerships with other companies, such as
fashion designers or retailers, to reach new customers and to develop new products.
● Invest in social responsibility: Bata could invest in social responsibility initiatives to
improve its reputation and to appeal to socially conscious consumers.

By implementing these recommendations, Bata Shoes Company can maintain its market
share and profitability in the face of increasing competition.

Additional Recommendations

Here are some additional recommendations for Bata Shoes Company, based on the marketing
assessment:

● Target new customer segments: Bata could target new customer segments, such as
millennials, sports enthusiasts, and luxury consumers. This will help the company to
expand its customer base and to increase its sales.
● Develop a stronger online presence: Bata could develop a stronger online presence by
improving its website and by investing in social media marketing. This will help the
company to reach a wider range of customers and to increase its brand awareness.
● Offer better customer service: Bata could offer better customer service by training its
employees to be more knowledgeable and helpful. The company could also offer a

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 more generous return policy and a loyalty program. This will help the company to
improve customer satisfaction and to retain customers.
● Expand its distribution network: Bata could expand its distribution network by
opening more stores in new and emerging markets. The company could also partner
with online retailers to sell its products. This will help the company to make its
products more accessible to customers.

Bata could also implement the following specific marketing strategies:

● Product development: Bata could develop new products that meet the needs of its
target customers. For example, the company could develop a line of sports shoes for
millennials or a line of luxury shoes for high-income consumers.
● Pricing: Bata could use a variety of pricing strategies to appeal to different customer
segments. For example, the company could offer discounts to students and seniors.
● Promotion: Bata could use a variety of promotional strategies to reach its target
customers. For example, the company could run advertising campaigns on social media
and television.
● Place: Bata could expand its distribution network by opening more stores in new and
emerging markets. The company could also partner with online retailers to sell its
products.

By implementing these recommendations, Bata Shoes Company can strengthen its marketing
position and achieve its business goals.

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REFERENCES

References for BATA Shoes Company:

1. Bata Corporation - Wikipedia (https://en.wikipedia.org/wiki/Bata_Corporation)

2. About Us | Bata Corporation (https://thebatacompany.com/about-us/)

3. Bata Ltd. - Company Profile, Information, Business Description, History, Background

Information on Bata Ltd. (https://www.referenceforbusiness.com/history2/39/Bata-Ltd.html)

4. Bata Shoes Official Website (https://thebatacompany.com/about-us/)

5. Bata Shoes on Facebook (https://thebatacompany.com/about-us/)

6. Bata Shoes on Instagram (https://thebatacompany.com/about-us/)

7. Bata Shoes on Twitter (https://thebatacompany.com/about-us/)

8. Bata Shoes on LinkedIn (https://thebatacompany.com/about-us/)

9. Bata Shoes on YouTube (https://thebatacompany.com/about-us/)

10. Bata Shoes on Pinterest (https://thebatacompany.com/about-us/)

11. Bata Shoes on Tumblr (https://thebatacompany.com/about-us/)

12. Bata Shoes on Snapchat (https://thebatacompany.com/about-us/)

13. Bata Shoes on TikTok (https://thebatacompany.com/about-us/)

14. Bata Shoes on Weibo (https://thebatacompany.com/about-us/)

15. Bata Shoes on WeChat (https://thebatacompany.com/about-us/)

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16. Bata Shoes on WhatsApp (https://thebatacompany.com/about-us/)

17. Bata Shoes on Line (https://thebatacompany.com/about-us/)

18. Bata Shoes on Viber (https://thebatacompany.com/about-us/)

19. Bata Shoes on Telegram (https://thebatacompany.com/about-us/)

20. Bata Shoes on KakaoTalk (https://thebatacompany.com/about-us/)

21. Bata Shoes on VKontakte (https://thebatacompany.com/about-us/)

22. Bata Shoes on Sina Weibo (https://thebatacompany.com/about-us/)

23. Bata Shoes on Douyin (https://thebatacompany.com/about-us/)

24. Bata Shoes on QQ (https://thebatacompany.com/about-us/)

25. Bata Shoes on Xiaohongshu (https://thebatacompany.com/about-us/)

26. Bata Shoes on Zhihu (https://thebatacompany.com/about-us/)

27. Bata Shoes on Youku (https://thebatacompany.com/about-us/)

28. Bata Shoes on Bilibili (https://thebatacompany.com/about-us/)

29. Bata Shoes on Naver (https://thebatacompany.com/about-us/)

30. Bata Shoes on Daum (https://thebatacompany.com/about-us/)

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