BATA PAKISTAN LIMITED

Presented by:
Farheen Salahuddin Ansari
Nashata Tahir
Syeda Mariyam
Maryam Ahmed
 COMPETITION
Bata largest among a few shoe manufacturers having national presence.
Market share:
Bata: 10%
Service Industries: 6-7%
Basco,
Rajex,
A-1 shoes,
Shahid Industries, 5-6%
Zinco
WASA
Service shoes:

Hired Bata employees at the time of incorporation.

Sold through: own stores & distributors.
Always have stores next to Bata stores.
Shoe cottage industry:
Cottage manufacturers sold to retailers in their regions.
Some regional stores:
English shoes

Gave strong competition to national brands.

Evolution of shoe industry in Pakistan: Competition intensified:

60s , 70s & early 80s Mid 80s

Poor stitching Private brands imitated Bata & sold
Low quality leather Refined leather by for half their retail price.
tanneries Retail margins:
Processed by New technology: A dealer selling Bata shoes: 15% on
antiquated methods Direct injection sales price of Rs. 325.
moulding & locally Private brand: 20-25% on similar
made machines. brands
Unable to compete
with firms like Bata* Even Service imitated Batas style
color & features.
*Bata used chemically processed leather &
high quality stitching machines
 BATAS PERCEIVED STRENGTHS

Excellent quality & services

Affordable prices
Leader of shoe design in Pakistan.
Provided designers with latest information on fashion, design & trends
Employees sent to international fairs & exhibitions
An exhibition Shoecon held every year in Italy. Attended by 4 people from
Bata Pakistan.
Strong brand image
 BATAS MARKETING ORGANIZATION
Managing
Director

Export/
Wholesale
Retail Manager Government
Manager
Manager

Responsible for planning and production.

Merchandising Distributed finished products to Marketing
department
Department Controlled inventory
Decides liquidation of redundant shoe lines.
 In Lahore and Karachi two distributor and oeshawar had on
14% less then retail price,9% quantity discount and 2% cash discount
Bata expected that their distributor sell on vicinity
Bata expected their distributor to sell thoes dealer who did not
operate in the vicinity of its store and agencies
 Sales 8 million pair of shoes in 1986
Bata has 5 distributor,17 wholesale depot and 297 dealer

Wholesale department
5 distributor 17depot(companyowned)

Dealer registered dealer

Hyderabad Rawalpindi
Nawabshah Sargodha
Dear ghazi khan Bannu
Sukkar Abbtabad
Faisalabad Sialkot
sahiwal Bahawalpur
Gujranwala Rahim yr khan
Jhelum
Quetta
 This department had the responsibility of overseeing both the
government and export area.
In may the government withdraw the 12.5 export compensatory.
The export department experienced a drop of RS 10 million in sales