Bata faces challenges from local and international competitors and cheap Chinese imports. Its target market is the lower middle and middle class. To survive, Bata considered changing its strategy but its attempt to enter the premium market failed because its brand image was for affordable, functional products, not premium footwear. Bata should focus on its strengths by excelling at fulfilling the needs of the middle and upper middle class through customer understanding and innovation, rather than trying to compete in the premium market which does not fit with its brand image and strategy.

1. Strategic choices Idreeswaris Mohammad ayazusman Shahidahmed Qazizain Shahzad waleed

3. Chinese imports threats.

4. market segment: target market of Bata are lower middle and middle class.

7. The brand image Bata had developed was by no means that a brand which could boost having premium footwear products.

8. In fact Bata was just to meeting the basic functional needs of its middle class customers, therefore their strategy failed.

10. Future strategy forBata Bata should focus on customers understanding to enhance the brand equity in order to compete with local and Chinese products. OBJECTIVES OF BATA FOR THE NEXT 20 YEARS To maintain the traditional image by targeting the middle and upper middle class. To cater the needs of families. To be dynamic and innovative in product design. To provide reasonable quality at low price.