TERM PAPER ON STP ANALYSIS
Business Administration East West University SUBMITTED BY:
GROUP NAME: PROACTIVE SUBJECT CODE: MKT 101 SECTION: 06
Group members are
Nusrat Jahan Nishi | 2011-1-10-220|
Zamrana Ahmed| 2011-1-13-041|
Raisa Tasnim| 2011-1-10-222|
Tahrima Khan| 2011-1-10-226|
Mezbah Uddin ahmed| 2011-1-10-22|
Letter of commence
TABLE OF CONTENT
SUBJECT| PAGE NO|
EXEICUTIVE SUMMARY| |
Executive summary of
Bata is one of the world's leading footwear retailers and manufacturers with operations across 5 continents managed by 4 regional commercial business units (CBUs). The MBU approach provides quality resources and support in key areas to the companies operating in similar markets such as product development, sourcing or marketing support. Each MBU is entrepreneurial in nature, and can quickly adapt to changes in the market place and seize potential growth opportunities. Bata's strength lies in its worldwide presence. While local companies are self-governing, each one benefits from its link to the international organization for back-office systems, product innovations and sourcing. Although Bata operates in a wide variety of markets, climates and buying power Bata companies share the same leadership points. Two important ones are product concept development and constant improvement of business processes in order to offer customers great value and the best possible service.
Segmentation of Bata Shoes
To grab the whole market of shoes Bata has divided their market into different segments. There four major variable for segmentation. Such as: * Geographic segmentation
* Demographic segmentation
* Psychographic segmentation
* Behavioral segmentation
* Geographical segmentation:
Bata has divided their market into different geographical units such as nation, regions, states, countries, cities or even neighborhoods. As Bata has a huge international market, geographical segmentation helps it to serve different markets of different countries effectively. Some variables of geographical segmentation of Bata are:
* World region:
As an international brand Bata divided their market into 5 continents: Europe, Asia-pacific, Latin America, North America and Africa. They offer different types and quality of products according to the taste of one continent.
* Country region:
Bata Shoe Company serves almost 82 countries of the world. They have different strategy for different countries, like it does not produce shoes of same quality and design for Bangladesh and America.
Bata even sometimes divide their market into different territory, urban, suburban, exurban or rural area of cities where targeted customers are dense. Such as a Bata showroom of Moghbazar area may defers from a showroom of Bashundhara City Mall.
* Demographic Segmentation:
Bata also has Demographic segmentation because consumer needs, wants and usage rates often vary closely with demographical variables. Demographic segmentation variables of Bata are:
All category aged people are targeting customers. As Bata is a shoe brand it must divide its market in the basis of age. People of different age need different shoes. Bata provides “Bubble gummers” brand for children, “Hush Puppies” for older,”north star” for young.
Segmentation in gender is must for shoe company. Bata provides different brands and shoes for both male and female. Such as, “Marie Claire” for female.
Bata divides their...