03-12-2012, 12:01 PM
The Market Potential And Consumer Perception at Bata Limited, Pune.
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INTRODUCTION
About the Study:-
Gone are the days when consumers were least bothered about their footwear and wore whatever was offered to them how they need a strong and sustainable brand which can offer sound tangible benefits, a footwear which is durable, comfortable as well as stylish which can enhance their looks.
India is a country, which has always appreciated a naval ideal and a naval product. When woodland and Mescos ventured into the Indian market they would have not anticipated that their product would be so readily accepted by the Indian consumers, in spite of being targeted at a premium price, people accepted it because it was not only a new thing but also offered value for their money. Seeing the success of this footwear MNC’s like as Nike, Reebok, and Adidas did not wait for the second call and with their regular promotional activities the message was clearly penetrated in the mind of the consumers about the benefits of the brand. In spite of being highly priced, these companies are doing well in the Indian market, for that is Nike; Nike is constantly creating new niches and protecting niches by the designing shoes for different sports activities. After creating marketing for a particular niche they expand the niche by designing different versions.
COMPANY PROFILE
ORGANISATIONAL HISTORY:-
Our history and language are full of reference to shoes and chappals and the time honored craft of show and chappal making. Shoemakers were the first craftsmen to establish guilds in the middle ages and through the builds societies of craftsmen within a common trade come a standard of quality, which earned the shoemaker a well-established position in the community. The quality and care the shoemaker has taken with his craft has earned him a place in the history and Bata shoe organisation is proved to follow in this tradition of time quality craftsmanship. Today Bata shoe organisation is truly “Shoemaker and chappal maker to the world” and we invite you to join us and learn a little about the long history of shoes and how they are designed and constructed.
Primitive man made his own shoes from the skins of the wild animal he hunted and, where the climate was cold, he tied or around his lower leg. Primitive men were for the most part, nomadic and he bound his feet for protection against the bites of insect, often thorny forest flow and the heat of the earth on the dry plains. How the primitive men bound his feet dependent on where lived and this form the very beginning we see that shoes were used for protection but that to some extent the environment, the weather and the land dictated style.
ABOUT THE COMPANY
Asia’s largest footwear company strives to maintain its lead with an image of superiority, professionalisms and round the clock efficiency. A visit to any factory or office in the country bears testimony to that. Bracing to meet the 21st century, Bata is gearing itself with the latest in technology and a forward-looking approach to human resource development. Staggering 16,000 people work at various functional centers in Bata India. While another 2,00000 are indirectly employed.
The world of Bata India: There are four factories, at Batanagar near Calcutta now it is Kolkata, at Faridabad in Haryana, Bataganj near Patna in Bihar and at Peenya in Bangalore. Taking stock of them all means accounting for thousand of trained men and women, millions of pairs of footwear on the production line.
The people –our assets: The Company firmly believes that giving its people the right encouragement, yields incomparable rewards. Even with technology and progress man doesn’t take second place at Bata India. Emphasis is given to man management and every opportunity is given so that people can grow with the organization. Each year a large number of regional, national and international courses are held to train Bata employees. it is a Bata policy to
provide equal opportunity, to promote on merit and to stimulate it’s people into thinking globally .always abreast with current trends and technology, Bata India brings latest in line technology in factory, and the workers to many all to mated industries where work force shrink in direct proportion to their rate of technological thinking .Bata India keeps it’s employment levels steady.
GROWTH STRATEGY
The organization is the world’s largest manufacturer and marketer of footwear. It has 83 companies spread all over the globe both in developed and developing countries. The organization is the leader in the use of modern technology and the latest management and marketing techniques. Its 73 manufacturing units produce a vastly comprehensive line of footwear from women’s high fashion shoes to artic boots; men’s dress shoes to popular sports shoes for the children. It operates 6300 company owned stores all over the world. This includes Bata family Athletes world Bubble gummers, Rizzi, Heyraud and Marie Claire stores. In addition Bata has around 50 thousands retailers the combined production and sales total 270,000,000 pairs of shoes per year. The Bata shoe organization has 67 thousands employees on its roles today. Bata limited; the world headquarters of Bata shoe organization located in Toronto is manned by experts in manufacturing, marketing, finance, product development and personnel. A work force that is available for training and guidance in all operations in the field.