North South University

SBE, Department of Marketing and International Business

INTRODUCTION TO MARKETING

Course Code: INB 372

Section:
Semester: SPRING 2021

Final Assignment

ID NAME
  1522034030  Shaikh Adib Abdullah Dipta

Selected 3 Markets of student’s choice:

Market 1 Market 2 Market 3

England Bhutan Korea

Faculty: Saima Siddiqui

Date of submission: _21-05-2021_
TOTAL MARKS – 55

Marks obtained:

(This space is for faculty’s usage. Do not write here.)

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 Assigned Topic: BATA
1. Introduction:

The name of my assigned company is “BATA”. Bata is a well-known shoes manufacturer of

the world. Bata logo:

The main slogan of Bata is, “I love my shoes.” Thomas Bata founded Bata shoes company
back in 1894 in Czechoslovakia. Mainly it offers different types of men, women, and kid’s
shoes. Recently they have launched different leather products like belts and ladies’ bags.
Bata currently have 18 countries where they manufacture their products and have over 70+
countries where they supply their products and have showroom. As they are an established
company, they can have joint venture with local shoes manufacturers where they want to
expand their business and have their manufacturing plant along with showroom. (Word
count: 118 words).
2. Market Analysis: Critically analyse the company’s entry mode of each market.

● Market -1: England

 England does not have Bata showroom. The people from England orders Bata
product through different E-Commerce websites like Amazon. If Bata have their
own showroom in England, the people will be able to buy directly from the store.
 Bata needs to enter the England market with men and women’s footwear initially.
Later they should introduce more products after analysing the demand.
 The Entry mode for Bata will be expanding globally. Bata should jointly work
with a local shoe manufacturer in England, so that they can expand their

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 manufacturing process through joint venture with them and later independently
start producing their own products.
 Joint venture with a local company will reduce risks for Bata as new place can
come with new challenges but as the local manufacturer already exists, the risk is
comparatively low.
 The business should be successfully running as Bata has been doing this sort of
joint venture for many countries.
Word Count: 157

● Market -2: Bhutan

 Bhutan is a country with a growing fashion industry. People of Bhutan are
seeking for different sort of stylish products and Bata can grab the opportunity to
fulfil their need for stylish footwear.
 Bata will enter Bhutan market with their regular footwear products like men’s and
women’s shoes.
 The entry mode should be exporting. As Bhutan’s neighbour Bangladesh has a
production plant for Bata, the Bata products can be exported to Bhutan.
 Exporting footwear in Bhutan will help to realise the actual demand of Bhutan,
and it will help to realise the important elements to consider while investing.
 The new entry mode of Bata in Bhutan will help the local Bhutan people to get
their desired stylish footwear.
 Word Count: 123

● Market -3: South Korea

 South Korea is a country, recently getting a lot of attention due to their sudden
progress in entertainment industry after the band BTS and Black Pink emerged.
People are now more fashion concerned and they want to have stylish regular
footwear.
 Bata should enter with all their available products like men shoes, women shoes,
and leather products.

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  The entry mode of Bata should be exporting their products to South Korea by
opening a showroom in major city where people will be more interested to try out
new Bata shoe products.
 Exporting reduced risk but still increases cost of exporting. But still exporting
their sand realising the demand there is a very good option.
 The business should be running successfully there as a lot of people there are
interested to try out fashionable footwear and become a part of fashion.
 Word Count: 144

3. How this pandemic has affected their global operations, give some evidence in support of
your answer.
Global pandemic has affected the global operation of Bata. Bata faced losses for the first
time in last 58 years in Bangladesh. Bata's sales suddenly had a huge downfall of 85.37
per cent to Tk 41.24 crore in 2020. And their sales dropped 55.37 per cent to Tk 204.92
crore (Habib, 2020). Not only that, also the stock prices of Bata faced a huge fluctuation
during covid time and that made the business face dissatisfaction from the stakeholders
("Bata Shoe Bangladesh: Company Feels COVID-19 Impact | Market Screener", 2020).
Also, the demand of Bata products suddenly went down as people. Just like all other
industries worldwide, Bata from footwear industry faced serious problem and
experienced this pandemic internal business strategies.
Word Count: 130 words.
4. Conclusion:

Being a Bangladeshi, Bata has always been the first choice for buying footwears. It is a very old
and reputed shoe manufacturer. We have seen people buying from there since generations. We
have seen people being very brand loyal due to the product and the shoe experience. Even in
Bangladesh they have their manufacturing plant in Tongi. They manufacture new designs and
various other products. We really hope this company keeps producing good products and keeps
expanding globally so that every country can have their own Bata showroom.

Word Count: 88

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 5. Reference

Bata: The brand that taught us to wear shoes. (2020). Retrieved 19 May 2021, from
https://www.tbsnews.net/feature/brands/bata-brand-taught-us-wear-shoes-129391

Bata in the world | Bata. (2021). Retrieved 19 May 2021, from https://www.bata.pt/page/bata-in-
the-world

Bata Shoe Bangladesh : Company Feels COVID-19 Impact | MarketScreener. (2020). Retrieved
21 May 2021, from https://www.marketscreener.com/quote/stock/BATA-SHOE-
COMPANY-BANGLA-6500862/news/Bata-Shoe-Bangladesh-nbsp-Company-Feels-
COVID-19-Impact-30557996/

Habib, A. (2020). Bata Shoe sinks into losses for the first time in its 58-year stay in Bangladesh.
Retrieved 21 May 2021, from https://www.thedailystar.net/business/news/bata-shoe-
sinks-losses-the-first-time-its-58-year-stay-bangladesh-1937989

Shashidhar, A. (2020). 'Agility and speed': How Bata India fought the pandemic impact.
Retrieved 21 May 2021, from https://www.businesstoday.in/current/corporate/agility-
and-speed-bata-india-covid-19-pandemic-impact-sandeep-kataria-shoes-bata-
club/story/424843.html