TABLE OF CONTENT

INTRODUCTION & HISTORY...................................................................................2

BATA PAKISTAN..........................................................................................................5
OUR BRANDS..............................................................................................................6
VISION STATEMENT ...17
MISSION STATEMENT.17
COMPANY OBJECTIVES..........................................................................................18
PRODUCT MIX..........................................................................................................19
Shoe Categories........................................................................................................19
PRODUCT MIX ANALYSIS......................................................................................20
Target market............................................................................................................20
Functional level strategy..........................................................................................20
Product variations.....................................................................................................20
Product Design.........................................................................................................21
Product Features.......................................................................................................22
Product Positioning..................................................................................................23
Field of Activities.........................................................................................................24
SWOT Analysis............................................................................................................25
Strengths...................................................................................................................25
Weaknesses...............................................................................................................25
Opportunities............................................................................................................26
Threats......................................................................................................................26
Job description.............................................................................................................27
Merchandising Department:.....................................................................................27
Recommendations........................................................................................................28
Conclusion....................................................................................................................29
Suggestions..................................................................................................................30
Bibliography.................................................................................................................31

INTRODUCTION & HISTORY OF BATA

BATA PAKISTAN
Bata Pakistan was established in 1942 when Pakistan came into being, it was ready to
serve the nation. It was incorporated in Pakistan as Bata Shoe Company (Pakistan)
Limited in 1951 and went public to become Bata Pakistan Limited in the year 1979.
Since its inception, the company has not only maintained a reputation of
manufacturing high quality footwear for all the socioeconomic segments of the
society but has also been designing shoes in accordance with the changing fashions
and trends.
During the last year Bata produced over 17.2 million pairs and sold 16.9 out of them
with the help of their large distribution network of 400 Retail Stores and Agencies, 13
Wholesale Depots, 23 Distributors and about 400 Registered Wholesale Dealers who
are selling goods as independent retailers. In 2009 the company generated turnover of
Rs.6.5, billon showed an increase of 26% against previous year.
The Company has an organized Export Department which is constantly engaged in
exploring new export markets in order to earn the foreign exchange for the country.
During the current year i.e. 2010, it is expected to export 1 million pairs of various
styles of footwear to European and African countries.
Bata is a multinational company and has played a vital roll in the economic progress
of Pakistan. It has transferred sophisticated technology and business skills to the
country and provides direct and indirect employment to about 10,000 people. Bata
also supports a large number of local manufacturers by buying raw materials from
them.
As corporate responsible citizen Bata is actively fulfilling its responsibilities since
when its started its business in the country. We are permanently patronizing many
charitable organizations and helping them in the form of cash and free shoes. The
renowned names on our list are S. O. S Children Village, Shoukat Khanam Cancer
Hospital and Rising Sun Institute. Besides these we have also running many welfare
schemes for our own employees.
Bata has always been the market leader and in order to maintain its leadership it has
invested millions of rupees in updating its systems and equipment during the last few
years. This will enable the company to expand, modernize and develop its operations
and in the process provide additional employment opportunities.
Bata the market leader is well equipped to cater the customers demands and to meet
future challenges

OUR BRANDS

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Vision STATEMENT
"To grow as a dynamic, innovative and market driven
domestic manufacturer and distributor, with footwear as our
core business, while maintaining a commitment to the country,
culture and environment in which we operate.

MISSION STATEMENT

To be successful as the most dynamic, flexible and market

responsive organization, with footwear as its core business.

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COMPANYS OBJECTIVES
Bata Pakistan Objectives are listed below:

To be a market leader
To have a good share in the market.
To satisfy the customers by providing latest styles and designs.
To give the customers better service and guarantee facilities.
To provide shoes of better quality suitable to all sizes and have
lowest prices than ever before.
To be ahead of its competitors.
To make optimum use of its physical and natural resources to
increase productivity.

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PRODUCT MIX

Bata Pakistan Ltd. has been trend setter in shoe wear fashion in Pakistan. Diverse
range of its boots is well known for the latest styles and designs. The company is
constantly introducing fashionable boot wear to increase its customer base and to be
head of competitors.
Shoe categories:

Gents

Ladies

Youth

Boys

Girls

Children

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PRODUCT MIX ANALYSIS

TARGET MARKET
Bata is basically a mass marketer, its products caters needs of every consumer.

FUNCTIONAL LEVEL STRATEGY

In production Department Company is using strategy of experience curve so its
providing good quality at reasonable prices.

PRODUCT VARIATIONS

Bata introduces four collections every year, introducing new design every time.

Q1
Q2
Q3
Q4

(Jan-Mar)
(Apr-Jun )
(July-Sep)
(Oct-Dec)

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PRODUCT DESIGN

One of the hall marks of Bata foot wear is the individuality and uniqueness in the
designs offer. In todays competitive environment, innovation in product design is
very crucial to stay in market.

Bata has realized this fact and has a very dynamic design development department. It
is due to the efforts of this department, that Bata offers unique items four times a year.
Bata keeps a close eye on competitors and international design. They follow reverse
engineering technique to offer better design than their competitors.

Bata follows competitive strategy of product development. The company is

introducing new designs and styles in the market to increase its customer base and to
be ahead of competitors.

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PRODUCT FEATURES

Durability:
Batas shoes are recognized as most durable. They always complete their expected
operating life. Thats why Bata have won loyal customers.

Reliability:
Bata maintains quality of the shoes in every case because he realizes that now the
customers go for the quality products.

Conformance Quality:
Bata shoes have high conformance quality. Buyers get the identical design, quality
and price at all outlets of Bata. It plays a very important role in gaining confidence
of buyers.

Performance Quality:
All the Bata brands are made to provide primary shoe features in full as well as
something extra. They are comfortable, stylish, and smooth and adds to ones
personality.

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PRODUCT POSITIONING

Product positioning means developing the image that a product projects in relation to
competitive products. Managements ability to bring attention to a product and to
differentiate it in a favorable way from similar products goes a long a way toward
determining thats products revenue

Positioning in relation to competitors:

The competitors of the Bata in Pakistan are following.
1. Servis
2. Borjan
3. Hush puppies
4. Root
5. English shoes
6. Nike
7. Slazenger
8. Starlet

The Bata main competitors are Servis and starlet. however Bata, starlet and Servis all
have to face tough competition from the local manufacturers like Ehsan, Milli, and
Stylo. Bata, starlet and Servis are the only three merchandise unit in Pakistan so they
have give sales tax 15%.On the other hand cottage industry is exempted from the this
tax in spite of the fact that cottage industry has huge market share. So due to this wide
spread evasion in organized sector, the product of Bata,starlet and Servis are costly as
compare to local product.

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FIELD OF ACTIVITIES

Bata Shoes Field of Activities

The Bata Shoe Organizations which deal in Footwear are mainly categorized and
explained under following field of activities and operations:12345678-

Factory Outlets Department (FOL)

Retail
Wholesale
International Business
Franchising
Corporate Sales
Foreign Manufacturing contracts
Exports

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SWOT ANALYSIS
Following are the strengths, weaknesses, opportunities and threats which I personally
observe in the company.

STRENGTHS

Bata has its own retail outlets throughout the country.

More than 100 years experience

It has largest shoes manufacturing company in Pakistan.

The distribution network of company is fey strong.

Friendly atmosphere in the organization.

Less expensive as compared to the imported shoes.

Quality of the shoes is very good.

Outlets are available in all markets and bazaars.

Single competitor (Servis).

Good image of the company in the mind of customers.

Geographical coverage

WEAKNESSES

High price products as perceived by the consumers.

No discount policy.

High operating cost.

Weak promotional activities.

Poor working hours in production departments.

Female market penetration is weak

Low aspiration value in high income group

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Don Carlos communication seems to be static. Need to find ways to build on

the strong equity of the brand.
.

OPPORTUNITIES

There is room for Bata to open more outlets in the country.

Company can produce low price products in order to capture the lower class,
thus can increase its sales.

Company can increase its sales by improving the quality of products in order
to back out the imported shoes.

Company can increase its sales through continues innovation (by introducing
new designs).

Penetration in the female segment

Improve shopping experience at retail outlets

Major portion of market untapped

THREATS

Bata has threat from its domestic rivals like Servis.

Devaluation of rupee and economic factors are also a very fearful threat for
Bata. It increases the prices of raw material imported by company.

Govt. has imposed sales tax, which in turns increased the cost of products.

The cost of electricity is increasing day by day, which in result increase the
cost of production.

Aggressive marketing tactics by other shoe manufacturers.

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JOB DESCRIPTION
MERCHANDISING DEPARTMENT:
Nowadays I am working Merchandising department as
Merchandiser and my responsibilities are
To maintain a distribution system which will ensure the right
shoes in the right store at the right time.
To ensure proper planning and setting of standards achieve
maximum sale with minimum of stock.
To assist the buyer/ assistant buyers in certain phases of the
buying process
Visit stores on a fortnightly basis to assess the value of our
product line and needs and to analyze the competition.
To establish and maintain constant communication with store
managers.

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RECOMMENDATIONS

Bata should remain stick to there adopted high standards and must not devalue
its brand by cutting down the cost of production which would finally lead to
the diminishing of her product value and quality. Due to this practice, it would
maintain the reliability of Bata brands and would get the right pace of growth
within next one or two business years. It could be said with confidence as the
standard customers are having bad experience of China products, specifically
in footwear industry where china is still not much specialized Bata still
maintain the quality of its product in the mind of the customers and when the
customer will to buy some quality they always went for the shoes which are
Bata branded.
Bata Brands are always been at monopoly when its come to quality and
standards.
One thing Bata should come up with is the better market promotional
techniques to attract new customers. Show the people what advantage you have
over other brands because many chines companies are making copies of Bata
products. What Bata has to do is white wash those products from the market by
bringing the awareness to her customers.

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CONCLUSION

Bata Pakistan Ltd. is Pakistans premier retailer that has set new
record standards and created new benchmarks in the retail industry.
With its world-class retail systems, ardently dynamic approach to
business and highly energetic team.
The Management of Bata is very dynamic and quite aggressive
towards setting and getting high goals. The Organizational structure
and atmosphere is unique of its kind in the region. It is claimed by
the management that the working environment of Bata can be
compared with any Rated A European organization. The work is
being properly managed by well organized departments and people
of each department perform team work as a team member.
Normally the job is assigned to an employee and he may have the
liberty to perform his task in whichever style but keeping in view the
task departments requirements and company practices. The
delegation of power and authority to the all levels of workforce, from
top to bottom, explains and confirms the success of democratic
management style in Bata. As per the observation and comments,
the Growth of Bata is highly backed up by its workforce. This
organization has always been focusing on her Human Resource.
They treat them well with lots of on job and after service benefits.
Due to such Social Responsibilities, Bata prouds to have one of the
most satisfied Human Resource in the country. In the same way,
recruiting and grooming the well educated, skilled and professional
Human Resource is being treated as a high achievements of the
Bata by its management.

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SUGGESTIONS

The company has to introduce new categories to compete his

competitors.
In Ladies Footwears there needs lot of improvements in
designs
The company should go for Backward and Forward Integration.
Company can use his name in Garments Sector .So Company
has to develop Garments Retail Outlets.

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BIBLIOGRAPHY

http://www.bata.pk/

http://www.bata.com/

http://www.paksearch.com/Annual/Annual00/BATA1.htm

http://www.bata.pk/data/files/en_PK/documents/Bata%20Annual
%20Report%202009.pdf

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