Marketing strategies of footwear in Bangladesh:: case of Bata Bangladesh Ltd.

Abstract

Marketing, more than any other businesslul1etioll deals with customers, 1he key points of modern marketing, thinking nrc understanding, erc..ttillg, communicating the customers and delivering them value "JId satisfaction, Spund marketing is critical to the Slleee~s of every organi~ation. In this modern, eompditivc wprld, efficient marketing of the product is always a challellging task fpr any bu~iness organisatioll. Bata-llangladesh is the largest manllfacturer and retailer of footwear ill Bangladesh, Though it b the largest mallufaeturer of footwear in Bangladesh, but it captures only 20% share of the domestic luotwear. The remaining big portion (80%) of the footwear market i, occupied by the competitors. In this research work survey among the eon~ulllers of shoes has been carried out to find out their consumption pattern. their cilOices abo\ll the din'erenl attributes of ,hoes and demogl'3phie impact on market segmcillalio:c, The gathereJ data wa~ ilnalyzcd and ~hown gnlphically. Hypothe,i~ testing, T- distr:!",tion hJ\'e hecu performed on consumer choices anJ product a(tribllte~, their salisl~ction, prke level of shoes and market responses on new altributes to sec the correlation. At lust upon lhc analysis, recommendations have been ehalkcd out 1'0,DATA which, according to the researcher, may bring aboUl a positive ch,mge 10regain its market ~hare. In short the aim of thi~ pl'Oject was to investigate thc stalus of the marketing mix of BATA Bangladesh Ltd. in order 10find out how thc markeling efficiency in terms of time and eo,t can be increased by proper managcmenl of the murketing mix to achieve the orgunisational goal.