Case Study - Bata Global Marketing

Presented By:Krupesh Shah

Grishma SarangdharHardikk Solankki

Jinesh Shah

Introduction Founded in 1894 in the Czech Republic by Tomas Bata, his

brother Antonin and sister Anna.

Retail presence in over 60 countries

6,300 company-owned stores

100,000 independent retailers & franchisees

Over 70 manufacturing units worldwide

Produces about 170 million pairs of shoes annually

Sells about 270 million pairs worldwide

Headquarters in Lausanne, Switzerland.

Synopsis Effect of World War

Operating Strategy

Hiring of Non Family CEO

Low-cost manufacturing base and extensive distribution network

Operates in different types of economies

Shoe production is a labour Intensive operation

Challenges in South Africa

Challenges in Slovakia

Updating the Case-Study

1996-2005 Bata files lawsuit in Slovakia in 1996 Bata moves out of Canada. In 2000 Batawa factory

gets closed followed by The Atheletes World chain which was sold in 2007.

HO moved to Laussane, Switzerland in 2004. Thomas G Bata, founders grandson becomes the Groups chairman

Retailer of the year award for the year 2005 in the footwear category as a part of the Reid and Taylor Award for Retail Excellence

2006 - 2014 Most Admired Brand of the year 2006-07 in Footwear

category Lifetime Achievement Award to Thomas J. Bata Bata India in list of “The world’s 25 Unsung Innovative

Companies” in its May 2009 issue Won the 'Consumer Awards 2010' as 'India's Most Preferred

Retailer' given by CNBC Awaaz. Bata won the first round of their case in Slovakia Court in

2013. The Slovakia Government appealed, second round of proceedings ended on 31st Oct, 2014 declining the Bata Family’s claims

Questions and Answers Inspite of political uncertainty worldwide Bata still

continuing today, how has bata managed to sustain so efficiently in the world market? Labour intensive operation. Political Relations Bata serves its different national markets by producing in

a given market nearly everything it sells in that market. Buy raw material locally.

Questions and Answers What is the future of Bata with respect to brands like Nike,

Reebok etc.? How does it handle its competition specially in metros where the people have a high purchasing power and can afford big brands? Mass production, Low cost manufacturing, Extensive distribution

network. A part of the population opt for quality shoes for low price. Innovative and attractive designs in order to sustain with its

competition. Bata has different brands today like bata comfit (comfort shoes),

hush puppies (premium shoes), marie Claire (women's shoes), north star (urban Shoes), sundrops (women's shoes), bubble gummers (children's shoes), bata industrials (work & safety footwear), safari (desert shoes) etc.

Questions and Answers What difference would it make if Bata today

would not have been a family owned business? More non emotional decisions would have been taken. Bata would started a premium range of shoes like that of

Nike, reebok, adidas. More market oriented. Must have quit from countries with political instabilities

like South Africa, Czech etc. Concentrated business more in developed countries. More business as more risk would have been taken.