Internship report

On
Bata shoe company Bangladesh ltd
Prepared for
Arifur rahman
Assistant professor
Department of marketing
University of Dhaka

Prepared by
Aktar hosan
Rool-044, sec-b
Department of marketing
University of Dhaka
Date of submission -28/11/2010
Transmittal letter
November 28, 2010
Arifur rahman
Assistant professor
Department of marketing
University of Dhaka
Subject: Submission of Internship Report
Dear Sir:
This is my pleasure to inform you that I have successfully
completed my internship report entitled “a study to
measure the market performance of Bata Shoe Company
Bangladesh Ltd”.
I am really optimistic that my report will clarify the ways
to enhance the performance in market which will
eventually boost up the company’s profit.
Sincerely yours
Aktar hosan
Roll-044,sec-b,Department of Marketing
Acknowledgement
I would like to show my gratitude to Mr. M.A. Quader, Bata Shoe Company
Bangladesh ltd. for giving me the opportunity to conduct this report under such a
congenial environment of the marketing department. Without the help and
appreciation of sir this report would never be possible.

Im grateful to Mr. Arifur Rahman, Assistant Professor , Department of Marketing,

University of Dhaka. Being my instructor , sir has permitted me to work on the
stated topic and appreciated me from the beginning.

My special thanks to Mr. M Habibur Rahman ,Head of Human Resources, Bata

Shoe Company Bandgladesh ltd. for considering me as an intern and continuing
on me for this report.

I am also thankful to Dr.A. K. Fajlul H. Shah, professor . Department of marketing

university of dhaka who taught me many things about research and I have applied
that learning at every part of the report.

For the development and finalization of the report I feel a deep sense of
gratitude:

 To Mr. Rana Kaiser Ahmed, Employee Relations Manager , Bata Shoe

Company BD Ltd. for his consistent help and support . I frequently bothered
sir on various issues and always got the positive responses.
 To Mr. Bibhash Chandra Mitra, Business Information Superintendent , Bata
Shoe Company BD Ltd. for providing me the information necessary at
various stages of the report.
 To Mr. Md. Enamaul Haque ,HR Services Manager, Bata Shoe Company BD
Ltd. for providing the idea about the organizational structure , and
reporting relationship.
 To Mr. Md. Harunuzzaman, Senior Brand Officer , Bata Shoe Company BD
Ltd. for sharing his experiences.
 To Mr. Noor Nabi , Store Manager , Bata Shoe Company BD Ltd. for sharing
his knowledge and experiences regarding the factory Store.
 Table of contents
Executive Summary x
Phase 01
01 Bata at a Glance 01
01.1 Mission and Vision 02
01.2 Brief History of Bata 02
01.3 Bata Shoe Company – Today 05
01.4 Business Units of Bata Shoe Company 06
Phase 02
02 Bata Shoe Company Bangladesh Ltd 07
02.1 Functional Departments 08
02.1.1 Plant Manager 09
02.1.2 Financial Manager CFO 09
02.1.3 Retail Manager 09
02.1.4 Purchasing Manager 09
02.1.5 Merchandising Manager Marketing 09
02.1.6 Human Resource Manager 10
02.1.7 Lab and Quality Assurance Manager 10
02.1.8 Central Distribution Center CDC Manager 10
02.1.9 Non Retail Sales Manager 10
02.2 Business Types 10
02.2.1 City Stores 11
02.2.2 Family Stores 11
02.2.3 Bata Bazar 11
02.2.4 Clearance Outlets 11
02.3 Product Category and Brands 12
02.4 Target Market 12

02.5 Corporate Social Responsibility of Bata 12

02.6 SWOT Analysis on Bata Shoe Company
Bangladesh Ltd. 13
02.7 porters five forces model of Bata Shoe 14
 Phase 03
03 backgrounds 15
03.1 Rationale of the study 15
03.2 objectives of the study 15
03.2.1 broad objective 15
03.2.2 specific objectives 15
03.3 methodology 16
03.3.1 population 16
03.3.2 Sample 16
03.3.3 Sampling Element 16
03.3.4 Sampling Unit 16
03.4 Data Collection Procedure and Instrument 17
03.4.1 Primary Data Collection 17
03.4.2 Secondary Data Collection 17
03.4 Scope of the study 17
03.5 Limitations of the Study 17
Phase 04
04 Data Analysis and Interpretation 18
04.1 Exit Customers 18-47
04.2 passers – by 48-71
04.3 Summary of Findings 72
Phase 05
Recommendations and Suggestions 73

Conclusions 75

 Bibliography 76
 Appendix
 List of Figures
Figure Title page

Figure 01: Organizational Structure of Bata shoe Company BD Ltd 08

Figure 02: SWOT Analysis of Bata Shoe Company Bd Ltd 13

Figure 03: Porters model of Bata shoe Company BD Ltd 14

Figure 4.1.1 - Figure 4.1.59 18-47

Figure 4.2.1 - Figure 4.2.36 48-71

Executive summary
I have been formally appointed as an intern in Bata Shoe Company BD Ltd on
October 15, 2010 under the Marketing and Promotion department . thus my
instructor is Mr. M.A. Quader , honorable Marketing Manager , Bata Shoe
Company Bangladesh Ltd. my job is to come up with a result of the over all
performance of Bata Shoe Company in market and also with a set of possible
recommendations and suggestions that can uplift the performance of the Factory
Store. However, it is crucial to know the customers attitude and perception
regarding Bata Shoe Company and its products before any decision is made. To
evaluate the customers attitude and perception Bata Shoe Company has its own
sets of questionnaires designed by a professional consulting firm. Along with two
different sets of questionnaires , methodology , data input , analyses and
presentation format are also given. The entire thing is known as the “Customer
Assessment Package” . therefore my job is to conduct the Customer Assessment
Package for the factory Store as well as to get along with the service people
involved in the store to know their opinion regarding better performance.

The sample size 100 Exit Customers and 35 Passers – by is determined by my

honorable instructor . the findings from both set of questionnaires are compiled
and analyzed to have a clear vision of the customers mind. The whole thing is
done with a pre-designed framework where the overall time management for the
preparation of the report has been stated.

The Factory Store falls under the category of Family Store . to be more specific it
is a full service , stand alone , family store . the store number is 51402. The store
has 16 sales people under the direct command of a vastly experienced Store
manager. The weekly turnover of the store is approximately 1177358 BDT , and
the weekly sales in pairs are 2160 . customers pay an average price of 545 BDT for
every single pair of footwear.

While assessing the customers through the Customer Assessment Package ,

careful observations are also made that can enhance the turnover and
performance of the store. Nevertheless the customers are interviewed on some
other issues regarding the store that are not mentioned in the questionnaire.

The opinions of the Area Manager and the Store Manager regarding the
improvement of performance are also taken simultaneously. After the
accumulation of all primary data from the Customer Assessment Package ,
persona interview with the customers , Area Manager, Store Manager , and the
sales personnel several factors have been identified that mighty have a positive
impact on the turnover and performance of the store.