Bata Analysis of Markets and Segments
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)
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.