This internship report evaluates customer satisfaction with Bata Shoes Ltd. in Bangladesh. The objectives are to analyze Bata's customer satisfaction, identify issues in the shoe market, and recommend improvements. Research methods included surveys, interviews and document analysis. Findings show Bata is seen as high quality but lacks modern fashion styles. Issues include skills, reputation and infrastructure. Recommendations are to offer trendier designs, more promotion, and improve raw materials handling. In conclusion, Bata is seen as high quality but can improve further.

1. Internship Report
on
“Evaluation of Customer Satisfaction :
A Study on Bata Shoes Ltd.
Submitted By
MD KAMRUL ISLAM
ID:M152208
Semester : Autmn,2016
Major : Marketing,
Program : EMBA
IIUC, Chittagong
Supervised By
Mr. Abdul Kader Muhammad Masum
Associate Professor of DBA
International Islamic University Chittagong
IIUC, Chittagong

2. Introduction
• Footwear industry is one of the promising sectors in
Bangladesh. However, the country has already been
exporting finished leather and different kinds of leather
products to the overseas market. These products also
enjoyed considerable demand because of their high
quality. The main reason for this was the natural
advantages of leather that Bangladesh produces.
Recently, a new opportunity has opened up to further
diversify the range of Bangladesh’s export base by
including footwear and other leather goods in the list of
exports particularly to the European Union (EU)
market.

3. Objectives of the Study
•
• The research objectives are broken down in to broad and specific objectives
which are enumerated below:
•
• Broad Objective
• The board objective of the study is to assess the customer satisfaction of
shoe industry in Bangladesh focusing on Bata shoe company (BD) Ltd.
This has been broken into following specific objectives.
•
• Specific Objectives
•
• To analysis the customer satisfaction aspect of BATA Shoe Ltd.
• To Identify the problems of customer satisfaction in shoe market.
• To develop some recommendations for the further improvement of
marketing strategy for customer satisfaction of Bata Bangladesh Ltd.

4. Methodology of this report
• For accessibility and availability of information I
have chosen to work on the Customer satisfaction
of Bata Shoe Ltd. and globe. As the company
operates in the market with a huge number of
products in different industries, I have decided to
focus on one of their world wide successful
strategy on providing data. Most of the
information used in this report is from secondary
sources. The main source of information was the
Bata website. In addition information will be
collected from focus group discussion, depth
interview and survey.

5. Shoe Market in Bangladesh
• Footwear Industry in Bangladesh
• The Footwear industry in Bangladesh has started since
the colonial era, although its modernization took place
only in the late 1980s. During the British period, there
was no Footwear manufacturing firm producing on a
mass scale in East Bengal. However a traditional
cottage type Footwear industry with limited production
facilities existed in a skeleton from in the district towns
during the time. Various types of footwear were
imported, mainly from Calcutta. After the partition of
Bangle in 1947, footwear was imported from West
Pakistan.

6. Overview of Bata shoe company
Bata Shoe Company was founded by the famous
entrepreneur Mr. Tomas Bata who blew the wind
of change in the footwear industry in 1894. The
company was started from zlin, Czechoslovakia,
now known as the Czech Republic. From that day
onward Bata Shoe Company has been the largest
manufacturer and marketer of footwear in the
world. The global business of Bata comprises of
shoe factories, tanneries, engineering plants,
quality control laboratories, product development
and research centers.

7. Bata shoe company (Bangladesh) Ltd.
•
• Bata shoe organization started its operation in Bangladesh in 1962.
The company was incorporated in1972. The company is affiliated to
the Bata shoe company, the largest footwear manufacturing and
marketing organization.
• According to Bata Bangladesh website (2010) it is mentioned that
currently, Bata Bangladesh operates 2 manufacturing plants at Tongi
and Dhamrai, have production capacity of around 1,10,000 pairs of
shoes daily. It has a modern tannery with the latest technological
facilities to process 5 million square feet of leather yearly. The
tannery is equipped with a high tech effluent treatment plant
ensuring a pollution free environment for booth workers and the
environment. Bangladesh’s regional headquarter is located in
Singapore.

8. Customer Satisfaction Performance Analysis on Bata Shoe Ltd.
• Customer satisfaction on BATA
This research is a qualitative exploratory research,
as it is an initial research conducted clarify and
define the nature of a problem. It is qualitative as
the results of this research focuses on words and
observations, instead of numbers and
mathematical analysis. At first an exploratory
research has been conducted to define the nature
of the problem. This section has described the
basic research plan of the study. It has specified
all the procedure necessary to solve the research.

9. Bata Footwear Customer satisfaction
compare with other company

14. Findings
• The name Bata achieved such a position in the customers mind that
whenever they heard the name of Bata, footwear with quality into their
mind. From the survey it is found that when people are asked about Bata
they refer to the quality of shoes those they are using from childhood.
• Why Bata is the first brand that comes to potential customers minds when
they think of purchasing footwear is because of Bata has a huge brand
presence in Bangladesh due to its long time operations and its quality is
seemed to be reliable. These combine to from the reason.
• Value for price offered by the store is an important factors to the
respondents those was surveyed. From the frequency distribution it is found
that almost 85% respondent were more or less agree with the fact that value
for price offered by the customer. Base on the quality of Bata most of the
people said Bata’s price is fair reasonable then the others. Although there
are some shoes which are highly priced by Bata, but those are of push
quality. To maintain the higher quality prices are little high.

15. Problems
• Technologies
• Skilled Manpower
• Global market reputation
• Branding
• Political instability
• Power and Utilities

16. Recommendations
• Bata fails to reflect up to date fashion shoes for its customers.
Customers think that other competitors always bring fashion shoes
for the customers. If Bata can bring up to date products in the
market place, the sales return of the company undoubtedly
increased into double. It is also recommended that Bata’s market
share will increase by up to date fashion shoes.
• Bata has good brand awareness but their lack of promotional
activity causes many of the new offering unnoticed. To overcome
this difficulty Bata can introduce brochures (direct mail), news
paper ad regarding their new arrivals and price discount scheme.
• Bangladesh has an abundant supply of raw hides and skins. It is the
main raw materials for leather and footwear which earn foreign
exchange. Therefore quality improvement for raw hides and skins is
to be ensured by taking proper handling and caring measures of the
raw stock.

17. Conclusion
• Bata Shoe Company is the market leader in the
footwear industry since its operation in
Bangladesh. The name Bata achieve such a
position in the customer’s mind that whenever
they heard the name of Bata, a footwear with high
quality comes in to their mind. Bata has been
serving its customer with wide assortment of
products for about five decades and doing it
successfully.

18. Thank You