5.

0 RECOMMENDATION

After taking all the points from above into considerations, it is strongly
recommended for the Bata shop can pay attention to four things which are their
promotional plan, the future direction of the chosen product, carry out an action to
attract from media and do something to retain their loyal customers.

First of all, they should pay attention to the promotional plan which it refers to
those activities that tell, attract and influence users about the good service and can try
to persuade the target consumers to join. The purpose of promotion is to enhance and
expand our business to a certain market and supply the complete information about
service to convince our customers and enhance the image of our business’s service.
Bata has a good brand awareness but they lack promotional activities will cause their
customers even the loyalty customers did not notice about their many new offerings. In
order to overcome this problem, Bata shop can demo their product through the poster,
brochure and also newspaper. The poster can be paste at the place which has a high
population such as hypermarket, bus station and so on. They can introduce brochure
regard on their new arrivals and price discount scheme. The poster and brochure can
help the customers to compare the Bata’s brand with other competitors.

The second suggestion is Bata’s future direction of the chosen product. In the
next 5 years, Mr. Lee says most possibilities they will plan to open two more branches in
Kelantan. These two new branches are a little different compared with other shops
because they are going to introduce a new system which is after sale service program.
This program will allow customers to provide their feedback on their purchasing and
consuming service. This program can help Bata can discover their problem in time and
make the correction immediately.

The third suggestion is Bata should have carried out some action to get the
attention from the media. Since Bata has many brands and with the good awareness to
the whole world compare with other brand, they should have honor the famous
celebrities by sponsoring the products to them just like the owner of the Nike did, who
often honor the athletic for example Michael Jordan was one the shoe spokesperson for
brand Nike during 1985 and this action has successful made Nike become the most
famous brand compared with other like Puma and Converse. In short, this action will not
just increase the popularity of Bata but also make the products of Bata become a
popular trend and celebrity also will become one of their target markets.

The last suggestion is Bata can carry out some action and activity in order to
retain their loyal customers. Bata should have constructed their loyalty customers
program where those customers who will join the loyalty program will get the loyalty
card. Besides that, they can also enjoy some certain privileges. The special certain
privileges have includes the special discounts when the shopping number reach to a
certain amount, can enjoy the facilities such as advance online booking, get longer
guarantee period than the usual one and the special after sale service. All of these
special privileges can be included in the loyalty card and give them to those loyal
customers who often come shopping in Bata.