Bata Analysis of Markets and Segments

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Introduction
Bata was family founded shoe manufacturer in 1894 in Czech-Slovakia (Bata, (C) 2013). It focuses on, but is not limited to, selling to shoes to men, women and children. During steady development in its early decades it succeeded in providing solid and long lasting shoes for families. In spite of a difficult market during first and Second World War with a lack of purchasing power, the company positioned itself well. Primarily inspired by listening to the costumers needs and understanding the market and its changes fully, they were able to position Bata perfectly. With main focus on providing a high product quality and keep prices reasonable compared to devastation of the markets caused by the wars, they kept expanding and follow the market changes. “As a result, Bata enjoys a long history as a leading manufacturer and retailer of quality footwear, and proudly serves some one million customers each day. With more than 30,000 employees, 5,000 international retail stores, and a presence in over 70 countries, Bata is positioned to deliver an unparalleled combination of selection, quality, and service to customers around the globe.” (Bata, (C) 2013)

The market
In a now very overcrowded market defined as a fully competitive market, because it is a heterogeneous market and has a lot of competitors, this is the situation for all Bata’s markets as they are very similar around the world. Bata’s competitors are companies such as Zara, H&M and Pedro as they sell cheap products to a segment very similar to the Bata’s. In most of the countries where Bata is visible there are many copycats and markets with very cheap shoes. These local shops are also a competitor to keep in mind. One of the big main competitors is the Chinese low cost products that are exported from China to many other countries. The competition is very intense and can be defined as close as there are many competitors with very similar products competing for the costumer’s money.

Project focus
This project will focus on analyzing the target group and the halo segment to learn more about why the already chosen markets are attractive to Bata and which markets could be interesting later on. This is necessary to make the right choice in market segmentation and selection. We will also look into an analysis of the current market segmentation and selection including what made Bata choose the countries that they are already in. Finally we will suggest a country for Bata that could be a new lucrative market to enter, based on the earlier findings. Research methodology

For this project we will use secondary data gathered from sources like newspapers, internet newspapers and the like.
For the sake of the project and its reliability it is very important that the information is conducted by valid sources. It is necessary to be critical when using secondary data, as the source can be pursuing different goals with its content.

To show an example; Batas website is reliable for correct information as it is important to the company and its image that stakeholders can access the right information easily. At the same time the website should also pursue to sell the company’s brand which usually makes them show only the very best sides of the company. This makes some of the information partly unreliable or at least questionable.

To overcome this problem we will be aware of the source's intensions and reliability. If the source is unknown to us or the information does not fit with other information we have, we will research this to make sure we end up with the right information to base a project on. We will always look at the opportunity to find the same data from other sources to back up its reliability.

Primary data would be highly valuable to us in this project – and a credible and reliable source to us as the projects main topic is to analyze the company’s market segmentation. Interviewing the...
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