1.

0 EXECUTIVE SUMMARY:

Bata Shoe is a multinational company.

Bata will be the no. 1 brand in footwear market.

Bata now entering competitive market with high Quality,
Reparability, Comfortable athletic and classic shoes.
Bata also offering: Durable, affordable price and Light Weight
athletic shoes and classic shoes.
Bata Shoe Company will be one of the largest companies in Egypt.

Bata product range is very large.

Bata are making shoes for all type of customers.

Bata are doing very good in the shoe sector.

Bata market share goal is to 20% Market share within the first year
and 30% market share during the second year.
Bata offer greater assortment of shoes: (Jumping shoes/ running
shoes / walking shoes /slip shoes / football shoes. Closed lacing /
opened lacing Boat shoes /dress shoes) which increase the chance
of finding what Customer need.
Bata planning to produce 100000 units per month with total cost
16000000 and profit..

2.0 SITUATION ANALYSIS:

Bata faced a subsidiary of Chemical Industries Holding Company
prohibited, unless confronted by the Egyptian public business sector
of neglect and stop development and modernization operations
were affected by the policy of opening up and the entry of new
imported products and compete with the private sector, and missed
by consumers.
Bata now in highly competitive market and facing alt of challenges,
To gain market share in this dynamic environment, Bata must
carefully target specific
segments with valued features and plan to distribute and covers all
Egypt to consider
Bata in mind of the customer that the elegance is completed only
with Bata shoes.

3.0 VISION
Bata shoes The Most comfortable shoes.
3.1 MISSION:
To help customer look and feel well.
To attract and retain the best customer.
To bring inspiration and innovation to every athlete in Egypt.
We want to grow share of mind, share of market and share of trend.

4. MARKET SUMMARY:
Creating the New is the headline for our next five-year strategic business
plan.

Creating the New is the attitude that leads us into the future an
exciting future, because our industry is growing in size and scope and will
continue to do so. In fact, the sporting goods industry is growing faster
than most other industries, including consumer electronics. This trend will
continue. Sport is central to every culture and society and is core to an
individuals health and happiness.

Thus, dependence on high quality and a value price according to other

competitors will be the way to reach market share in this competitive
market that consists of customers of all ages from middle school to adult
hood.

4.1 FINANCIAL OBJECTIVES:

Bata market share goal is to 20% Market share within the first
year and 30% market share during the second year.
Bata estimates 10 million potential users and sets a target of
attracting 20 % of the marketthat is, 2 million users.

The average wholesale price of $249 per unit and variable cost per unit of
$110 for unit sales volume of 100,000 units

Our break-even analysis assumes per-unit wholesale revenue of $249 per

unit, variable cost of $110 per unit, and estimated first-year fixed costs of
$2,000,000. With these assumptions, the break-even

calculation is: 20 /139 = 0.14 unit

4.2 MARKET REASEARCH:

Problem definition &Objectives Statement:

The problem on which the research will be conducted is

To identify the factors that affect buying decision of a pair of

shoes among consumers

meanwhile assessing the current perception of Bata shoes

Research objectives:
 By end of this survey, we will be able to acknowledge the below
;questions

.Understand the taste and preference of footwear consumers -1

Identify the factor that affecting buying decision of footwear -2

.consumers

.To know the level of consumers awareness and perception about Bata -3

.To what extent Bata shoes satisfy consumer's requirements -4

Research design:

:Research Approach*

Exploratory research depend on Personal interview survey& Online

Survey

:Data Sources*

Primary data: Survey research-1

Instruments: Questionnaire (personal and online)

:Sampling Plan design

:Sampling Units*

:We will define the segment of footwear consumers with these criteria

Gender: male, Female

Age: 20-45years old

Life style: middle level

:Sampling Size*

Consumers of shoes 104

2-Secondary data:

Bata Information -1

http://www.dalili.com.eg/ar/profile/bata-_-the-egyptian-co-
/forshoes/alexandria/941966958939419669459709

2- How Bata shoes havecollapsed??

http://www.almalnews.com/Pages/StoryDetails.aspx?ID=173310

3- Bata Profit 2015

http://gate.ahram.org.eg/News/1271393.aspx

4- General Manager of Bata TV Interview

https://www.youtube.com/watch?v=5d8dXZckOaE
 .Bata.The Company that Egyptian love, neglecting kills it -6

/http://old.dotmsr.com/ar/1110/1/104905

4.3 CUSTOMER SEGMENTATION:

Based on the market research findings and conclusions:

1-Need based segmentation:

Divided into groups according to their need, their preference
Athletic shoes - Classic shoes
Dark colors - light colors ( 85% prefer dark colors)
2- Geographic segmentation:
Divide the market into geographical units
Nation: Egypt
Governate: All Egypt governates
Urban/Rural: Urban
Regional: 5 regions( Cairo&Giza ,Alexandria, canal zone,
Delta and Upper Egypt)

Bata is present across the country through more than 70 stores. This
means Bata is a product for all Egypt.

3- Demographic segmentation:
Divide the market on variables such as age, life cycle, gender,
income, generation, and social class
Age : 20-27 years old 28-37 years old 37-
45 years old
Life cycle: Adolescence ,Youth and Adulthood
Life stage: NA Single, Divorce, Second marriage
Gender: Male
Female
Generation: Generation X
Generation Y
Income: Less than 1500 L.E
1500-3000 L.E
3000-4500 L.E
More than 4500 L.E
Social class: Class (B.C1.C2)
Class B: Middle
Class C1: Lower Middle
Class C2: Skilled working
 *We decide to target those are independent persons and able to
decide, afford the buying decision without any social or income
restrictions.

4- Psychographic segmentation:

Buyers are divided into different groups on the basis of psychological/personality traits, lifestyle,
or values Achiever

Innovators: NA "niche-oriented products and services"

Thinkers: They seek durability, functionality, and value in
products.
Achievers: They favor premium products that demonstrate
success to their peers.
Experience: NA " They spend a comparatively high proportion of
income on fashion, entertainment"
Believers: NA "Conservative, conventional, and traditional people
with concrete beliefs."
Strivers: NA "They favor stylish products that emulate the purchases of
those with greater material wealth".
Makers: They seek Egyptian made products with a practical
or functional purpose.
Survivors: NA " Elderly, passive people concerned about change
and loyal to their favorite brands"

*We decide to target: thinker, achiever and maker persons those are fit
Bata vision to the characteristic and responsibilities of customers.

5- Behavior segmentation:
Divide buyers into groups on the basis of their knowledge of, attitude
toward, use of, or response to a product.
Decision Roles:
*Initiator *Influencer *Decider *Buyer *User

We decide to target: Decider/ Buyer/ User

Behavioral Variables:
Occasions: Regular occasion and special occasion (which vary
according to the nature of each segment)
As about 60 % of customer prefer to buy during special occasion
and during special sales offers.
 User Status: nonusers, ex-users, potential users, first-time users, and regular
users.

Potential user and Ex-user (about 55% of customer used Bata

shoes from more than 5 years)

Usage Rate: light, medium, and heavy product users

Buyer-Readiness: unaware /Aware/ informed/ interested/ desire/ intend to buy
Awareness group only (more than 85% of buyer are aware to
Bata)
Attitude: enthusiastic, positive, indifferent, negative, and hostile
Loyalty Status: Hard-core loyals, Split loyals, Shifting loyals and Switchers
Shifting loyalsConsumers who shift loyalty from one brand to another
SwitchersConsumers who show no loyalty to any brand

4.4 TARGET MARKET:

1- Primary Segment 2- Secondary Segment

Athletic Shoes Classic Shoes
Dark colors : Dark colors:
85% of consumer prefer dark colors 85% of consumer prefer dark
Age: 15-35 colors
Life cycle: Middle school
Age: 28-45
Adolescence Life cycle: Adolescence
Adulthood
Generation: Y/Z
Generation: Y
Income: 1500-3000 L.E
Income: 1500-4500
Gender : Male only
Gender : Male/ Female
65% whose prefer athletic shoes are
male Thinkers /Achievers
Thinkers /Achievers Occasion: school entry season,
Occasion: Ramadan, Year-end
mid-year vacation and Feasts
discounts, sport events and summer Influencer / user
season Potential user/
Initiator / user Ex user: more than 50%of user
Potential user stopped using Bata from more
Ex user: more than 50%of user
than 5 years
stopped using Bata from more than Aware only: more than 85% of
5 years consumer are aware to Bata very
Aware only: more than 85% of
good
consumer are aware to Bata very positive /neutral
Switchers /Shifting loyals
good
positive /neutral
 Switchers / Shifting loyals