market segment: target market of Bata are lower middle and middle class.
For survival in the market Bata considering to change its strategy.</li></li></ul><li>Vision<br />Grow as dynamic , innovative and market driven manufacturer and distributor, with footwear industry while maintaining a commitment to the country, culture, and environment in which the company operate.<br />Mission<br />To be successful as the most dynamic, flexible and market responsive organization, with footwear as its core business.<br />
Existing strategies and situation<br /><ul><li>Bata management feared that they would not be able to survive because they couldn't compete with the low cost Chinese goods, therefore they proceed on a plan to enter to the premium segment of the market.
The brand image Bata had developed was by no means that a brand which could boost having premium footwear products.
In fact Bata was just to meeting the basic functional needs of its middle class customers, therefore their strategy failed.
Their strategy was to enter in premium market without determining the fit of the activities to their strategy.</li></li></ul><li>Strategic choices (what to do and what not to do)<br />Focusing on fit.<br />The Bata image has developed as a low cost product, so Bata should focus on its strategies and operational excellence to fulfill the demand of middle and upper middle class and the decision to enter in premium product market is not match with their strategies.<br />
Future strategy forBata<br />Bata should focus on customers understanding to enhance the brand equity in order to compete with local and Chinese products.<br />OBJECTIVES OF BATA FOR THE NEXT 20 YEARS<br />To maintain the traditional image by targeting the middle and upper middle class.<br />To cater the needs of families.<br />To be dynamic and innovative in product design.<br />To provide reasonable quality at low price.<br />