Bata is a global shoe company founded in 1894 in the Czech Republic. It now has a retail presence in over 60 countries through 6,300 company-owned stores and 100,000 independent retailers. Bata produces around 170 million pairs of shoes annually and sells 270 million pairs worldwide. Though it faced challenges from world wars and in countries like South Africa, Bata has sustained as a global brand through its low-cost manufacturing base and extensive distribution network.

1. Case Study - Bata
Global Marketing
Presented By:
Krupesh Shah
Grishma Sarangdhar
Hardikk Solankki
Jinesh Shah

2. Introduction
 Founded in 1894 in the Czech Republic by Tomas Bata, his
brother Antonin and sister Anna.
 Retail presence in over 60 countries
 6,300 company-owned stores
 100,000 independent retailers & franchisees
 Over 70 manufacturing units worldwide
 Produces about 170 million pairs of shoes annually
 Sells about 270 million pairs worldwide
 Headquarters in Lausanne, Switzerland.

3. Synopsis
 Effect of World War
 Operating Strategy
 Hiring of Non Family CEO
 Low-cost manufacturing base and extensive distribution network
 Operates in different types of economies
 Shoe production is a labour Intensive operation
 Challenges in South Africa
 Challenges in Slovakia

4. Updating the Case-Study

5. 1996-2005
 Bata files lawsuit in Slovakia in 1996
 Bata moves out of Canada. In 2000 Batawa factory
gets closed followed by The Atheletes World chain
which was sold in 2007.
 HO moved to Laussane, Switzerland in 2004. Thomas
G Bata, founders grandson becomes the Groups
chairman
 Retailer of the year award for the year 2005 in the
footwear category as a part of the Reid and Taylor
Award for Retail Excellence

6. 2006 - 2014
 Most Admired Brand of the year 2006-07 in Footwear
category
 Lifetime Achievement Award to Thomas J. Bata
 Bata India in list of “The world’s 25 Unsung Innovative
Companies” in its May 2009 issue
 Won the 'Consumer Awards 2010' as 'India's Most Preferred
Retailer' given by CNBC Awaaz.
 Bata won the first round of their case in Slovakia Court in
2013. The Slovakia Government appealed, second round of
proceedings ended on 31st
Oct, 2014 declining the Bata
Family’s claims

7. Questions and Answers
 Inspite of political uncertainty worldwide Bata still
continuing today, how has bata managed to
sustain so efficiently in the world market?
 Labour intensive operation.
 Political Relations
 Bata serves its different national markets by producing in
a given market nearly everything it sells in that market.
Buy raw material locally.

8. Questions and Answers
 What is the future of Bata with respect to brands like Nike,
Reebok etc.? How does it handle its competition specially
in metros where the people have a high purchasing power
and can afford big brands?
 Mass production, Low cost manufacturing, Extensive distribution
network.
 A part of the population opt for quality shoes for low price.
 Innovative and attractive designs in order to sustain with its
competition.
 Bata has different brands today like bata comfit (comfort shoes),
hush puppies (premium shoes), marie Claire (women's shoes),
north star (urban Shoes), sundrops (women's shoes), bubble
gummers (children's shoes), bata industrials (work & safety
footwear), safari (desert shoes) etc.

9. Questions and Answers
 What difference would it make if Bata today
would not have been a family owned business?
 More non emotional decisions would have been taken.
 Bata would started a premium range of shoes like that of
Nike, reebok, adidas. More market oriented.
 Must have quit from countries with political instabilities
like South Africa, Czech etc.
 Concentrated business more in developed countries.
 More business as more risk would have been taken.