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In 1894, the company was founded by Tomas Bata, for the generations whose family had been cobbler. During World War I, there found a fast expansion in the business and the company twisted to moderate manufacturing. Its actually family based business and headquartered in Lausanne, Switzerland. Bata Branded Business, Bata Metro Markets and Bata Emerging Markets are the three business units operated worldwide by Switzerland. Tomas Bata wanted a strategy by which goods would be sold at very low cost so that maximum people can attain it.
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markets it entered. During the 50s, 60s and 70s the Organization redoubled its focus on retailing excellence, international footwear branding, advanced manufacturing techniques and extensive employee training, another Bata tradition that dated back to the Organization's earliest years. The Organization continued to expand its retail operations, production facilities and moved into new countries of operation. Thomas J. Bata, and son Thomas G. Bata, continued to lead the organization with the traditional philosophy ensuring that each operation focused on customer satisfaction. New business strategies have been guided byte founding principles of focusing on customers, marketing and employees. Branded products, innovative retail store concepts, lifestyle merchandising, non-footwear products and participative retailing have been introduced. In 1992, the organization and family were invited to return to the Czech Republic, where Bata had remained a symbol of national pride and achievement.
BATA TODAY Bata is one of the worlds widest reaching companies, with operations in 68different countries. Bata companies strive to listen to the customers in their local markets and clearly identify their footwear needs, and then to provide products that exceed their customers expectations in terms of quality, style and value. Bata operating companies are grouped into four business units based on similarities in markets and business issues. Each group benefits from synergies specific to their requirements, such as product development, sourcing and marketing support. Each business unit is entrepreneurial in nature, and can quickly adapt to changes in the marketplace and seize potential growth opportunities.
BATA LEADERSHIP POINTS Bata operates in many different economic and cultural environments around the world, dictating very different types of operations. Although Bata does not sell the same shoes nor does it have identical stores in each country, customers will recognize common elements to the Bata experience everywhere in the world. These common elements are the Bata Leadership Points. The best product
Bata companies offer our customers fresh, fashionable footwear and accessories, designed specifically for the needs of the local market. Our shoes are always well made from quality materials. 3|Page
Whether in India or Italy, our sales associates offer consistently first-class service. They are well trained to ensure a proper fit, and I pledge customer satisfaction. The best value and quality
Through the efficient sourcing and distribution of Bata products, I can control the cost and quality at every step to ensure value to our customers. The best locations
Bata stores are modern, attractive and located conveniently to our customers. Bata companies utilize innovative promotions and displays to display our products in attractive manner.
BATA BANGLADESH Bata Shoe Company established by G. Bata in 1874 at Zing in former Czechoslovakia. From a very modest beginning it has come a long way since, mainly by the vision of its founding father and sheer commitment of its employee around the world. At first it only made and sold good high quality shoes in and around Europe but as time goes by it crosses the boundary to Europe and enter in many countries around the world. At the Pakistan period Bata was first came to this country. After independence Bata continue their commitment to provide good quality shoes at an affordable price. Many of the elderly people still remember the Naughty Boy shoe of Bata that was known for its durability among the kids of that time. But since then Bata Bangladesh has changed a lot. Now they are not only providing durable shoes but have brought new designs too according to the taste of the people. Bata expands its operation all through the country. It has now huge number of stores, agencies, dealers and wholesalers around the country. And undoubtedly it has the biggest shoe manufacturing and marketing organization here in Bangladesh. There are hardly any places in the country where one will not found Bata store, which signals its expansion, success and popularity here. Bata Bangladesh is a public limited company, which has 51- 49% share with the government of Bangladesh. Though it has established in Czechoslovakia but at present Bata is a Canadian company because of the migration and mergers of the family and now J. Bata who happens to be the grandson of founder G. Bata has his operation and headquarter in Canada and operates as a Canadian company. In Bangladesh it is operating as a Canada-Bangladesh company. Bata has two factories in Bangladesh from where it produces all kinds of shoes. One of which is at Tongi and other one at 4|Page
Dhamrai. The second factory at Dhamrai has state of the art technology and facility with leather treatment to leather processing to waste treatment plants, which is the only one of its kind in the country. Bata Bangladesh produces daily around 80,000 pairs of shoes of various descriptions in its two manufacturing units located at Tongi and Dhamrai. It has a modern Tannery with the latest technological facilities to process approximately 19,000 square feet of leather daily, which comprise wide range of products and finishes. The Tannery is also equipped with a modern effluent treatment plant to ensure a pollution free environment. The Companys marketing network is consolidated through its own retail outlets, distributors, franchises, agencies, wholesale depots and a large number of registered distributors and dealers.
PRINCIPAL SUBSIDIARIES Bata International Serves customers in much of Asia, the Pacific and Africa through its 3,000 stores and many dealers. It is supervised from Singapore. Bata International operates shoe innovation centers in several countries as well as 30factories to serve individual markets. founding anniversary of BATA. Over the years B.S.O.s operation expanded across the entire globe and established itself as the worlds largest organization in footwear manufacturing and marketing Today Bata operates in 68 countries. Bata Europe based in Paris and operates 500 stores offering fashionablefootwear. The world-class shoe innovation center just outside of Venice suppliesmany of the exclusive lines found in Bata stores throughout Europe. Bata Latin America based in Mexico City. Bata is the leading retailer of shoes in Latin America and the leading marketer of children's branded footwear. Bata Canada based in Toronto from where 250 stores serve the Canadianmarket. Its chain of Athletes Worlds and Nike Shops is the leading fashionsource in Canada for young urban customers.
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KEY PEOPLE Chairman: T. George Bata CEO: Rino Rizzo CFO and President Bata Brands: Jack Clemons
MISSION Introduction of a strong shoe line targeted to various market segments to maintain leadership through increased market share.
VISION To provide good quality shoes at an affordable price by keeping in mind the comfort that needs to be there and providing new designs with it.
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. Introduction of a shoe line as per life style as well as fashion trend. Achieve an average 55% margin in each category Innovate ideas or system for better management of merchandise distribution by maintaining 4 times stock turn.
STRATEGIES Penetration to new & targeted market segments through introduction of shoe lines as per life styles with supportive promotion activities Defined number of lines, assortment & quantity for each store according to merchandise classification & store profile in order to increase efficiency in distribution. Identification of loopholes in cost structure to increase productionefficiency.Detail analysis of price points of entire shoe line in order to achieve maximum margin. Detail analysis of departmental work flow & bringing necessary changes for efficiency better coordination with other departments.
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CHAPTER TWO
2. LITERATURE REVIEW
Before the definition of research problem it is necessary to review the available literature of the problems knowledge of relevant theories and previous work does should be known before getting into the field, sufficient time should be devoted in reviewing the literature that has already been published. This help in finding out the necessary data for operational purpose. Those data facilitates the operational action and are used for indicating the type of difficulties that may be encountered in the present study. Thus to conduct the survey, previous survey report, company record and some standard test book were required to get an insight into market research and technique. These are listed a follows: Marketing management-analysis, planning, implementation and control.-Philip Kotler, 9th Edition, Marketing management-C.N. Santakki Second edition. The made-in is considered by Dichter (1962) as the fifth element of the marketing mix, and is defined as the country where are located the corporate headquarters of the organization doing the marketing of the product or the brand (Johansson, Douglas and Nonaka, 1985). The country of origin carries a rhetoric that influences consumers preconceptions towards the products of a country. Its meaning can be conceived as an indication serving as a basis of evaluation (Bilkey and Nes, 1982), when one considers a product as a bundle of information. Consequently, according to Kaynak and Cavusgil (1983), the images of a foreign country that are formed by consumers are made of cognitive, affective and behavioral components. The first one represents the perceived characteristics of the country. The second one concerns the appreciation or not of those characteristics, and the third one corresponds to the actions about the country that the consumer feels are appropriate. A tendency to evaluate positively the local production compared to imported production, and biases in favor of industrialized countries have been found in previous studies (Bilkey and Nes, 1982; Cordell, 1992). This does not mean the consumer will not buy the product, but rather that he is not inclined to do so (Schooler, 1971).When entering foreign markets, sellers often face quotas, tariffs, and non-tariff barriers. In addition, they may face an intangible barrier in the form of consumer bias on the basis of product origin (Schooler, 1971). Most discussion and research on branding, whether domestic or international, focuses on the equity or value associated with a brand name and the factors whichcreate or are the underlying source of value (Aaker 1996, 7|Page
Kapferer 1997, Keller 1998). Considerable attention has, for example, been devoted to examining how the value embodied in a brand and its equity can be extended to other products without resulting in dilution of value (Aaker and Keller 1990). This interest has been stimulated in part by the increasing market power and value associated with a strong brand and in part by the prohibitive costs of launching a successful new brand.
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CHAPTER THREE
3. INTRODUCTION TO THE STUDY
3.2
During the study, the main focus will be pointing out the answers of some particular questions. Mainly focused questions are the followingsi. ii. iii. What are the main influencing features for BATA consumers to purchase shoes? What is the perception of BATA brand among consumers? How BATA can improve the consumers perception?
3.3
I have to visit Rampura branch of Bata to prepare my report. I went to 50 regular customer of Bata at Rampura branch who visit at least once in a year, to gather data about our study and
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producer because of our time limitation. I am human being it is not possible to go all the customers. I got chance to communicate with the customer of Rampura branch of Bata I get chance to know about the image of Rampura branch of Bata according to their customers. I got experience to do survey.
LIMITATIONS OF THE STUDY For my time limitation I cant go every customer, thats why I select some of customers as sample. They didnt have enough time to spend with us. For their privacy, they didnt give our some questions answer. They didnt want to communicate with us in a proper way thats why I had to go there several times. I was not able to contact with every type of customer.
3.4
BROAD OBJECTIVE
SPECIFIC OBJECTIVE To identify the customers opinion about Batas product quality. To understand the sales strategies and branding strategies of BATA shoes. To identify the influence of international brand on customer perception in our country. To identify the recognition of customer on Bata brand as an international brand. To describe and discuss how Bata brand the consumer value and buying decisions in our country. To determine the customers expectation about the attitude of Bata sales representative. To identify the customers perception of Bata brand value. 10 | P a g e
To develop the technological facilities and supports in the showroom. Determine which types of customer come to Bata frequently.
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Questionnaire: a questionnaire is a key to obtain a good survey result. Here, in our research I
used structured questions. 13 | P a g e
Software: Here I am using SPSS software for data editing, coding and for data entry.
4.11 Sampling
Sampling is very important part of any kind of research. Sampling helps the researcher to find out the relevant respondent. I am going to use random sampling Procedure. I have Used Probability Sampling in our research because I do not want to do any kind of compromise in my research. I had enough contribution in selecting representative respondent randomly. So I do not have any specific biasness.
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I also used stratified sampling technique. I divided our respondent in some groups according to the attitude and characteristic. From Businessman I have selected 8 respondents, from Service holder I have selected 11 respondents, and from housewife I have 15 respondents, from Students I have selected 10 respondents and from others I have selected 6 respondents.
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CHAPTER FIVE ANALYSIS AND INTERPRETATION OF THE DATA 5.1 Descriptive of customers gender
1. Gender: Male Female
2. Age:
25 20 15 10 5 0
0-10
10-20
20-30
30-40
40 above
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We found no customer of 0-10 age. There were 15 people who were between 10-20, 20 between 20-30 and 15 between 30-40 and 5 above 40. 3. Income level:
70% 60% 50% 40% 30% 20% 10% 0% 0-20,000 20,000-40,000 40,000-60,000 60,000-80,000 80,000 above
0-20,000
20,000-40,000
40,000-60,000
60,000-80,000
80,000 above
We found that 10 among 50 customers of Bata earn under 20000 taka per month, 30 between 20-40 thousand taka. 5 of them earn 40000-60000 taka. 4. Profession: Other
Figure 4: Pie chart for customer profession
Businessman
Service holder
House-wife
Student
5. Do you ever use Bata product? (bata use na korle bata shop e ashche ken?) Yes No
6. Why do you use Bata product? For Quality For Goodwill For Tradition
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For Quality
70%
8. What is your comment about the current quality level of Bata Product? Very Good Good Average Bad Very bad
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Very Good 20% Good 40% Average 30% Bad 10% Very bad 0%
9. What degree of durability do you prefer in your point of view of purchasing product Lasting more than 1 year year
60% 50% 40% 30% 20% 10% 0% more than 1 year between 6 months to 1 year less than 1 year more than 1 year between 6 months to 1 year less than 1 year
Yes
No
Moderate
Yes No Moderate
11. What is your satisfaction level according to the price of Bata product? Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied
Very dissatisfied 0%
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Most of the customers of Bata are not that much satisfied with the price level of the product. Some of the customers are not satisfied at all specially whose income is low. As well as some customers do not have any objection at all. We have found that customers are neutral and not that much happy with the price level of the Batas product. And they also think that product quality is moderate parallel with price.
Customers of Bata think that purchasing the product from Bata create a brand image. Very few customers do not think this. We have found the that most of the customers feel proud to buy the product from Bata thats why they like to buy from Bata and give preference to Bata before buying a product from somewhere else.
Mid age people are the major customer of total respondent specially house wife. This is more than 30% of our total respondent. And from male who are service holder are the mail customer among male. Customers whose age is between 20 to30 both from male and female come much frequently for shopping to Bata which is 20% of our total respondent.
According to our research we have found that most of the customers think that Bata have enough collection of almost every type of product. There is no need to add new product in the product line of Bata. Some customers think that Bata should keep more of formal shoes.
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CHAPTER SEVEN
SUGGESTION & RECOMMENDATION
According to our study we find that there are some problems are associated with Bata. If the problems can be solved Bata will be more renowned, complain free and can gain a higher amount of profit. We are trying to give some suggestion that can help Bata to improve and overcome the problems Bata should decrease its product price. Because Many customers opinion is the price is high specially who are middle income or low income customers. But do not decrease the quality by decreasing the price
Give more Discounts who come frequently. Specially for the low and middle income customers.
Some customers are not happy with the long lasting condition of Bata. So they should give more emphasis on the quality of leather.
Bata should include more designs compare to the international brands like Nike, Addidas, Gucci e.tc.
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BIBLIOGRAPHY
1. Aaker, David (1996), Building Strong Brands, New York: The Free Press. Aaker, David and Kevin Keller (1990), "Consumer Evaluations of Brand Extensions," Journal of Marketing, 54, 1, 27-33. 2. Chain Store Age. (1985). Value is a Complex Equation, (May) 1415, 18. Court, David C., Anthony Freeling, Mark C. Lerter and Andrew J. Parsons (1997), "If Nike Can 'Just Do It' Why Can't We," McKinsey Quarterly, No. 3, 25-34. 3. Cravens, David W., Charles W. Holland, Charles W. Lamb Jr. and William C. Moncrieff (1988). Marketings Role in Product and Service Quality, Industrial Marketing Management, 17(November), 285304. 4. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-334. 5. Culliton, J. (1948) The management of marketing costs, Graduate School of Business Administration, Research Division, Harvard University, Boston, 1948. 6. Czellar, Sandor (2002), Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions, Journal of University of Genewa, 46. 7. Douglas, P. Susan (1999), International Brand Architecture: Development, Drivers and Design, Research of University of New York, August. 8. Bolton, Ruth N. and James H. Drew (1991). A Multistage Model of Customers Assessments of Service Quality and Value, Journal of Consumer Research, 17(March), 375384.
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QUESTIONNAIRE
I am the students of AIUB (American International University of Bangladesh) doing a survey on Sales Strategy of Bata as a requirement of the course of Marketing Research. If you kindly answer the following questions, it will be helpful to complete the study. Provided information will be used for academic purpose only.
Personal Information: 1. Gender: 2. Age: 3. Income level: 4. Profession: Others Male 0-10 0-20,000 Female 10-20 20-30 30-40 40,000-60,000 40 above 60,000-80,000 80,000 above Student
20,000-40,000
Businessman
Service holder
House-wife
Now I would like to ask you some general questions: 5. Do you ever use Bata product? Yes No
6. Why do you use Bata product? For Quality For Goodwill For Tradition
8. What is your comment about the current quality level of Bata Product? Very Good Good Average Bad Very bad 24 | P a g e
9. What degree of durability do you prefer in your point of view of purchasing product Lasting more than 1 year year 10. Do you think Bata product quality is parallel with price? Yes No Moderate Lasting between 6 months to 1 year Lasting less than 1
11. What is your satisfaction level according to the price of Bata product? Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied
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