CHAPTER 1

INTRODUCTION

Bata Shoe Company was founded by the famous entrepreneur Mr. Tomas Bata who
blew the wind of change in the footwear industry in 1894. The company was started
from Czech Republic. From that day onwards, Bata Shoe Company has been the
largest manufacturer and marketer of footwear in the world. The global business of
Bata comprises of shoe factories, tanneries, engineering plants, quality control
laboratories, product development and research centers.

Objective of the study:

 To take an over view of Bata’s marketing Mix tools(4P).

 To analyze it’s Holistic marketing Approach.

Methodology of the study:

This is a descriptive analysis. Most of the data is secondary data. We have collected
the data mostly from different websites and by taking viva of some Bata officials.

Limitations of the study:

To prepare this term paper we faced a lot of problems which include time & cost.
Moreover, we faced a lot of difficulties to find out the actual data from websites. The
officials also were not cooperative to give data about their company for their
company’s regulation.

CHAPTER 2

COMPANY OVERVIEW

Bata is the largest shoe manufacturing company in Bangladesh. It is holding 23% of

the footwear industry. The multi-national company was listed in DSE and CSE in 1985
and 2004 respectively.
The current close price in DSE is BDT 1,092.4 (dated: 17th Oct 2018). Bata started its
journey back in 1962 and embarked upon its fully-fledged operations in 1972. Since
then the company has grown to become the largest shoe wear brand, holding 23% of
the entire market. The operational activities consist of both manufacturing and
retailing operations of leather, rubber, plastic, hosiery and accessories. Bata has
around 41 dealers and in the rural areas it whole sells.
Currently Bata Shoe Company (Bangladesh) Limited operates two manufacturing
facilities – one in Tongi and the other in Dhamrai. With a production capacity of
160,000 pairs of shoes daily. Annual shoe sales currently stands about 30 million
pairs.
Today the Bata Shoe Organization is a sprawling geo-centric company
encompassing operations in more than 70 countries around the world. It serves
over 1 million customers per day, employs more than 30,000 people, operates
more than 5,000 international retail outlets, manages retail presence in over 70
countries and runs 27 production facilities across 20 countries.

Fashion would never be complete without a well designed pair of shoes. This
marketing insight has prompted Bata to introduce a number of designers’ collections
for men, women and children. Specialized shoe categories such as athletic shoes
have been targeted through development of the Power brand. Uncompromising
quality with striking designs have put Bata shoes in a key position to appeal to
different segments of consumers. Bata business policy is the segmentation of retail
outlets according to profiles of different market segments and the introduction of
novel concepts such as Bata City Stores. These selective outlets, in conjunction with
other types of outlets such as Bata Family Stores, are adding a new level of consumer
satisfaction. The City Stores incorporate spacious floor space allowing a comfortable
shopping experience, modern interior décor enriched with novel shelving systems,
fittings, fixtures and lighting that can be found in the large retail shops in the Far East
and Europe. Bata has a network of 261 retail outlets located strategically in different
parts of the country. These retail outlets are an integral part of our brand marketing.

Bata Bangladesh has an exclusive store at Bashundhara City Mall which is now the
World’s Largest Bata Store. This extensive retail network is supplemented by an
equally extensive network of depots and dealers. Bata has 13 Wholesale depots
covering Bangladesh. Under these depots 471 RWD (Registered Wholesale Dealers)
and 690 DSP (Dealer Support Program) stores are operating.

For over 13 decades, Bata has been on the leading edge of footwear design. Today,
professionals in Bata’s Shoe Innovation Centers around the world continue the
tradition of innovation as they dedicate themselves to discovering new shoe
materials, developing modern shoe technologies, and creating fresh footwear that
marries style with comfort.

Since its inception, Bata Shoe Company (Bangladesh) Ltd. has strived towards one
goal – customer satisfaction. With the vision of building a worldwide family of
satisfied customers and dedicated workers the legacy of Tomas Bata continues
strong and unabated to this day – the tradition is safe.
Bata shoe company Bangladesh Ltd.(Profile)

Present condition of Bata

Today Bata’s operation:

 Bata serves 1.5 million customers each day.

 It has 60,000 people as stuff members.
 They have 5250 retail outlets over the world.
 Bata’s retail facility covers 70 countries.
 They have 27 manufacturing plants situated in 22 countries .

BRANDS
Bata has a variety of footwear brands of its own Bata has these brands as their own:
B-first,
BATA,
BABY BUBBLES,
Bubble Gummers,
NORTH STAR,
Pata,
POWER,
SANDAK, and
Dr. SCHOLL,
HUSH PUPPIES,
WEINBRENNER,
Marie Claire, and
BATA comfit.

Moreover, it makes international brands like Hush Puppies and Dr. Scholl on
royalties from their two factories and brought them from there, whereas it imports
Adidas and Nike by purchasing at special prices. SKETCHERS, ADIDAS & NIKE are the
newly added brands.

Vision & Mission

Bata Shoe Company has been successfully running for years with a vision and
mission at the heart of all its operations.

Vision

 “To make great shoes accessible to everyone.”

Mission

 To help people look and feel good.

 To be the customer's destination of choice.
 To attract and retain the best people.
 To remain the most respected ‘footwear’ company.

Objectives:

 Achievement of 100% estimated business in each category

 Maintain a shoe line with 700 lines of which 200, 300, 150 & 50 lines for
Men, Women Children & Plastic respectively.
 Introducing of shoe lines according to the life style as well as fashion trend.
 Achieve an average 55% margin in each category
 Innovating ideas or system for better management of merchandise
distribution by maintaining 4 times stock turn.

Market Share of BATA Bangladesh

Bata Bangladesh is the largest player in the footwear industry with around 9-10%
volume share and a 60% market-share in the organized segment. BB (Bata
Bangladesh) has a market share of 70% in canvas shoes segment while it has a share
of 60% in leather shoes.
Bata Shoe Company (Bangladesh) Ltd, the country’s leading footwear manufacturer,
has reported a 99 per cent rise in its net profit in the first quarter (January-March) of
the current year (2023) compared to the same period last year.
The publicly-traded multinational company’s net profit rose to Tk 13.63 crore in the
January-March period from Tk 6.85 crore in the same period last year, an unaudited
financial report showed.
Its profit increased significantly compared to last year, driven by revenue growth,
especially due to school and winter seasonal businesses and other promotional
activities, the company said on Sunday.
Due to normal economic conditions, business has grown by almost 14 per cent
during this period. Aligned with revenue, the cost of sales also went up by almost 5
per cent during this period. Besides, operating expenses increased by almost 16 per
cent due to business growth during this period, the company said.
Bata Shoe Company (Bangladesh) also posted its revenue at Tk 245 crore in the first
three months of this year, up from Tk 214 crore in the same period of 2022.