Executive Summary

Bata Ltd is a giant shoe manufacturer as well as a giant retailer in the world. It
has come into operation in 1894 with the establishment of a company in Zlin,
located in what is now the Czech Republic. The current headquarter is in Ontario,
Canada. It is led by a third generation of the Bata family. Its current operation is
extended in 68 countries that are coordinated by four meaningful business units.
Bata owns more than 4700 retail stores and 46 production facilities. Total
employment exceeds 50000. Around the world, the Bata Brand is reserved for
well made and well priced dress and casual footwear.

Our report is about the marketing process of Bata. In this report we have
discussed about the core marketing concept and the marketing model of Bata.
The marketing model of Bata is the supporting activities of the Bata shoe
marketing. The marketing model of Bata consists of three stages-

In the first stage, the management marketing orientation of Bata is determined.

As Bata Ltd. is a global shoe manufacturer and retailer, it has to practice every
concept of management marketing orientation. To make its product affordable, it
makes its product available in every big city with affordable cost. It has R & D
department, which is devoted to researching the new trends in markets and
developing new designs to be adjusted with that trends. It takes large selling and
promotional efforts to induce buyers to buy in large scales. It also practices
marketing concept by relating its products with the perceived value and
satisfaction of the customer. Bata is concerned with the long term welfare of the
society. It has some social activities such as Bata primary School, Care in
Bangladesh, and JA & Bata. In this way, with the combination of all the concepts
of management marketing orientation, Bata carries out its marketing activities.

In the second stage, Bata takes steps to bring about long term profitable customer
relationships with target customers and to develop network with partners inside
the company in order to ensure reasonable value chain and partners outside the
company in order to ensure competitive value delivery network. The partners
inside the company are Bata International procurement centre, Quality Control
Department, Bata Shoe Innovation Centre, and Human Resource Management.
The partners outside the company are Franchises and alliances with the some
selected competitors.

In the last stage, they come at the doors of customers with the combined outcome
of the competitive value chain and value delivery network. Bata has a worldwide
reach, with operations across 5 continents managed by 4 regional meaningful
business units (MBUs) and Serves 1 million customers per day across 26
countries.

Marketing Process of Bata

Marketing Process of Bata