-

Acknowledgements

Apart from us, many others are involved in the successful completion of this Assignment. At first we wish to thank our course instructor Ms. Kashfia Ahmed for giving us the opportunity to make an assignment on the famous Bata shoe organization. We also wish to thank our fellow classmates for giving us the mental support for completing this assignment. We also express our thanks to Omar Faisal Chowdhury, Merchandizing Manager of Bata in Bangladesh for sharing a little of his precious time with us. Our assignment couldve been unexciting without his information. Thanks to all!

Page | 6

Preface

Background of the Report: The assignment is mainly based on the analysis about the segmentation, targeting and positioning strategy of Bata. We have tried to mention their marketing strategy and future planning regarding the marketing strategies. Objective for preparing the report: We have prepared this report to implement the study that we have learned in MKT-101 (Principles of Marketing) and to gross the practical idea about the real world of Marketing and differentiate an international shoe company in Bangladesh. Sources and Methods of collecting Data: In order to prepare this report we have collected information from the internet and other sources. The market price is collected from the local market and Batas official website. After collecting the data and all the information we have arrange them according to the sequence which is supplied by the course instructor Ms. Kashfia Ahmed. Limitations: Internal secret policy of the firm was also one of the major limitations while preparing this assignment. The reports and information that managed to collect was not that clear all the time. Lack of in-depth understanding of certain terms and concepts prevented us from going into details. Time limitation has also been a problem for us. But except of these drawbacks, We have tried our level-best to prepare this assignment.

Page | 7

About Bata
The Bata Shoe Organization was founded in 1894 by Czech businessman Tomas Bata in the city of Zlin, what was then Czechoslovakia. Coming from a family of shoemakers with a long heritage of eight generations and over three hundred years, Tomas Bata capitalized on knowledge, expertise and skills to propel his newly founded company forward. The introduction of factory automation, long distance retailing and modernized shoe making ensured the profitability of the company from the very beginning. It is now the worlds largest manufacturer and marketer of footwear operating across the globe.

Bata

Today

Today the Bata Shoe Organization is a sprawling geo-centric company encompassing operations in more than 70 countries around the world and is managed by 3 Meaningful Business Units (MBU) across five continents. It serves over 1 million customers per day, employs more than 50,000 people, operates more than 5,000 retail outlets, manages retail presence in over 70 countries and runs 27 production facilities across 20 countries.

Bata in Bangladesh
In Bangladesh, Bata started its operation in 1962. The company is one of the largest taxpaying corporate bodies contributing Tk. 1.2 billion (year 2009) which represents approximately 70% of tax paid by the entire footwear sector of Bangladesh. Currently Bata Shoe Company (Bangladesh) Limited operates two manufacturing facilities one in Tongi and the other in Dhamrai. With a production capacity of 110,000 pairs of shoes daily, the company also has a modern tannery facility with an output of 5 million square feet of leather annually. Annual shoe sales currently stands at slightly more than 30 million pairs with a turnover for the year 2009 of Tk 5 billion.

Page | 8

SEGMENTATION, TARGETING AND POSITIONING

b) Target Marketing: the step where the results of segmentation are used for taking actions is Target Marketing. Bata selected some segments of customers to target for business & is trying to expand also in Bangladesh. Following table tells about the target marketing of Pizza HutType marketing Undifferentiated Marketing Differentiated Marketing Concentrated Marketing Micromarketing of Remarks Explanation

Followed by The target customers are from upper class to Bata lower class. Followed by Brands like Hush Puppies and North star are Bata available for different segments of customer. Followed by Bata has products for some specific groups. Bata Not Bata Bikerz Sandal is an example of it. Bata does not provide any unique

followed by customized product for any customer

Consumer Profiling

Page | 9

Batas customers are offered different kinds of shoes according to their needs. The whole customer profiling table is given below which shows the complete analysis of Bata. Products Demographic 6-60 years; male, female, kids 6-60 years; male, female, kids Economic Price ranging 30-7000 tk Social Lower to Upper Class Price ranging 100-1500 Almost All

Middle and 3-12 years; kids Price ranging 300-700 Upper Class Middle and 20-40years; female Price ranging 700-3000 Upper Class Middle and 1500-6000 Upper Class Middle and All 1500-6000 Upper Class

All but preferred more than 20 years male

Conclusion

Page | 10

Bata topics are discussed in the preceding chapters. It becomes very clear to us that Batas products holds a favorable position in the consumers mind. Its tactfully promoting its product in Bangladesh. Bata has done considerable amount of research to analyze the consumer profile of Bangladeshi market. At present it is trying to attract the attention of younger generation, family, etc. Bata is not facing hard competition from other brands. Bata is trying to position itself in the higher end of Bangladeshi market. The way Bata is trying to position and promote itself is very logical and we can see only success in the days to come.

REFERENCE

Text Book ( Principles of Marketing) Http:// www.batabd.com Http:// www.wikipedia.com Http://www.ewampleessays.com http://www.bata.com

Page | 11

Page | 12