Company History:

Bata Ltd. is a privately owned global shoe manufacturer and retailer headquartered in Ontario, Canada. The company is led by a third generation of the Bata family. With operations in 68 countries, Bata is organized into four business units. Bata Canada, based in Toronto, serves the Canadian market with 250 stores. Based in Paris, Bata Europe serves the European market with 500 stores. With supervision located in Singapore, Bata International boasts 3,000 stores to serve markets in Africa, the Pacific, and Asia, Finally, Bata Latin America, operating out of Mexico City, sells footwear throughout Latin America. All told, Bata owns more than 4,700 retail stores and 46 production facilities. Total employment for the company exceeds 50,000.

Bata Bangladesh is affiliated to the Bata Shoe Organization, the world's largest footwear manufacturing and marketing organization. Started operation in Bangladesh in 1962, Incorporation in Bangladesh in 1972. Currently, Bata Bangladesh operates 2 manufacturing plant Tongi and Dhamrai, Bata Bangladesh is producing around 110,000 pairs of shoes daily. It has a modern tannery with the latest technological facilities to process 5 million square feet of leather yearly.

Address:
Bata Shoe Company (Bangladesh) Ltd. Tongi, Gazipur. Bangladesh. Tel: +880 2 9800501-5 Fax: +880 2 9800511

Key Dates:
1894: The Bata family establishes a company in Zlin, located in what is now the Czech Republic. 1932: Founder Tomas Bata dies in an airplane accident. 1939: The Company relocates to Canada after the movement of German military forces into Eastern Europe. 1945: Czechoslovakia business operations are nationalized by the new communist government following World War II. 1991: Bata returns to the Czech Republic following fall of the communist regime. 1994: Thomas J. Bata, the son of the company's founder, retires. 1962: Started in Bangladesh. 2001: Thomas J. Bata, Jr., becomes chairman and CEO.

Vision:
The vision of this company is to become the front ranking multiple shoes company in the world.

Mission:
The Bata Environmental Mission Statement is: To protect our people, Customers and communities. To protect our natural environment in order to help sustain human development.
International guidelines have been developed in the areas of environment, health and safety.

Goal:
The goals of this Company are:

Provide right products to the consumer, Provide high quality consumer service Input high quality product

Culture:
Bata companies have a tradition of being good corporate citizens and seek to contribute to the wellbeing of the countries and communities where they operate. Bata strives to develop long-term partnership with its suppliers and business associates. Each Bata company around the world is committed to ensuring that operations are conducted ethically

SWOT Analysis:
Managing the marketing function begins with a complete analysis of the organizations situation. The market should conduct a SWOT analysis. The swot analysis is the observation over an organization of its Strength, Weakness,

 Opportunities, and Threat We can see it in this way-

Strength

Weakness

Opportun ities Threat

The SWOT analysis of Bata Shoe Company is given below:

Strength:
1. Intention of sale environment: Bata Shoe Company has an intention of creating a
profitable sale environment in them.

2. Service motive:
consumer.

Bata Shoe Company has the motive of better service giving to the

3. Flexibility: Bata Shoe Company is a flexible departmental store. It can perform its business
activities both in much or less space.

4. Market research:

The authority does a research over the market position, ups and

downs of prices, needs and wants of the customer to take important marketing decision.

5. Supply of goods according to new fashion:

consumer according to the new style and fashion.

It serves the products to the

Weakness:
1. Delay in decision making: The authority has to take decision by consulting with other
members. Sometime long term discussion and arguing make the decision time consuming.

2. Lack of advertising:

Advertisement provided by Bata Shoe Company is not sufficient. The

net information does not meet to our need.

Opportunities:
1. Good will:
better service. Bata Shoe Company has created a good will among the consumer by providing

2. Direct communication: It maintains a direct communication with the consumer 3. Creating relationship: Bata Shoe Company creates direct relationship with consumer.

Threat:
1. Competitors:
company. Powerful multiple stores like Apex, Afjal are competitors of Bata shoe

2. Price rate: According to the changes to the demand authority has to less the price rate of
commodity. It causes loss for the company.

Marketing mix analysis:

At first we need to know what marketing mix is. Marketing mix is the set of controllable tactical marketing look- product, price, place and promotion. The firm blends to produce the response it wants in the target market. So 4ps is the set of controllable tactical marketing tools Product

 price place promotion

Products:
The Bata Company produces three types of products. These are: 1. Male product 2. Female product 3. Children product

Price:
As we know that Bata is a multiple shoe company. So price of the products are fixed. They generally sales shoes for three levels of people in society.

Promotion:
Bata Shoe Company uses their promotion skill in some tacts that persuade their customer to buy the product. They do advertising for their new or developing product in the newspaper and television. They do personal selling which turn their possible consumer in real consumer. Bata Shoe Company uses their sales promotion tact by giving discount. Bata Shoe Company maintains a direct communication to the customer

Place:
The Head office of Bata Company is situated at Tongi(gazipur). They have their own agents in following places: o o o o o o o o o o o o o Dhaka Gazipur Sylhet Dinajpur Rangpur Rajshahi Mymensing Jessore Narayangong Comilla Khulna Barisa Chittagong

Current Market Position:

Now-a-days Bata is one of the most leading companies in Bangladesh. It takes a huge amount of market share in current Bangladeshi Economic market. Following figure shows its current market share.

Afjal 6% Paggasas 15%

Others 4% Bata 45% Bata Appex Paggasas Afjal Others

Appex 30%

Other activities:
Long service award Ceremony held in Bangladesh:

Recipients of Long Service Awards-2008 with Mr. Jorge Carbajal and Mr. Fernando Garcia.

A Long Service Award ceremony for the employees of Bata Bangladesh was held earlier this year. A total of 62 employees who have completed 25 years of continuous service in the Company received the awards including Company Manager, Mr. Douglas Hearns.

Bangladesh Cricket bags three year shirt sponsor:

Bangladesh cricket bags three-year shirt sponsor

The Bangladesh Cricket Board (BCB) has agreed a shirt sponsorship deal with multi-national footwear retailer Bata from January 2009 to December 2011. The deal was announced at a ceremony at the Mirpur Sher-e-Bangla National Stadium in Dhaka last week. Negotiated by UK-based agency Nijjar Sports Management, the sponsorship is worth $225,000.