Group 1 brand analysis of apex footwear

Brand Analysis
of Apex Footwear
Limited
i

Submitted To
Khaled Mahmud
Assistant Professor
Institute of Business Administration
University of Dhaka
Submitted By
MBA 52-Day
University of Dhaka
Date of Submission: May 15, 2016
May 15, 2016
ii
No. Name Roll No. Batch
01. Saliur Rahman 08 MBA 52D
02. A K M R Mobarak 10 MBA 52D
03. Mohammad Abul Rahat Chowdhury 44 MBA 52D
04. Ridwan Al-Mahmud 58 MBA 52D
Course Name: Brand Management

Khaled Mahmud
Assistant Professor
University of Dhaka
Dear Sir,
Subject: Submission of term paper on the Brand Analysis of Apex Footwear Limited
This is to inform you that as a requirement for the partial fulfilment of the course “Brand
Management”, we have analyzed the Knitwear industry of Bangladesh with a report titled “Brand
Analysis of Apex Footwear Limited”.
We have given our best efforts in following your instructions while preparing this report and have
collected what we believe to be the most pertinent data in order to make it as informative and as
precise as possible. We are thankful for the opportunity provided to us to and hope you will look
kindly on any errors that may have occurred.
Sincerely
iii
(ZR-44, Batch 52D) (ZR-08, Batch 52D)
(ZR-10, Batch 52D)(ZR-58, Batch 52D)
Mohammad Abul Rahat Chowdhury Saliur Rahman
Ridwan Al-Mahmud
A K M R Mobarak

Table of Contents
Table of Contents....................................................................................................................................i
1. Introduction.......................................................................................................................................1
1.1 Scope...........................................................................................................................................1
1.2 Methodology...............................................................................................................................2
1.2.1 Formulation of Research Objective.......................................................................................2
1.2.2 Data Collection......................................................................................................................2
1.2.3 Data Analysis.........................................................................................................................3
1.3 Limitation.....................................................................................................................................4
2. Industry Overview..............................................................................................................................5
2.1 Growth rate.................................................................................................................................5
3. Apex Footwear Limited - The Company.............................................................................................7
3.1 Vision...........................................................................................................................................7
3.2 Mission.........................................................................................................................................7
3.3 Values..........................................................................................................................................7
4. Apex Footwear Limited – The Brand..................................................................................................8
4.1 Marketing Activities.....................................................................................................................8
4.2 Brand Mantra...............................................................................................................................9
4.3 Brand Perception.........................................................................................................................9
4.3.1 Consumer Perception...........................................................................................................9
4.4 Customer Based Brand Equity....................................................................................................10
4. Competition Landscape...................................................................................................................12
4.1 Current Situation.......................................................................................................................12
4.1.1 Export..................................................................................................................................12
4.1.2 Local Market.......................................................................................................................12
4.2 Competitors...............................................................................................................................13
4.2.1 Bata.....................................................................................................................................13
4.2.2 Jennys.................................................................................................................................13
4.2.3 Bay Emporium.....................................................................................................................13
4.2.4 Fortuna Bangladesh............................................................................................................14
I

4.2.5 Atlas Footwear....................................................................................................................14
4.2.6 Leatherex Footwear............................................................................................................14
4.3 Porter’s 5 Forces analysis...........................................................................................................14
4.3.1 Rivalry among Existing Firms...............................................................................................14
4.3.2 Threat of New Entrants.......................................................................................................15
4.3.3 Threat of Substitute Product...............................................................................................15
4.3.4 Bargaining Power of The Buyers.........................................................................................15
4.3.5 Bargaining Power of The Suppliers.....................................................................................15
4.3.6 Threat of Complementary Product.....................................................................................15
5. GAP Analysis....................................................................................................................................16
5.1 Gap analysis...............................................................................................................................16
5.1.1 Current Brand Equity..........................................................................................................16
5.1.2 Projected Brand Equity.......................................................................................................16
5.2 Strategy Implentation................................................................................................................16
5.2.1 Trimming Down on Unreasonable Promotion: ..................................................................16
5.2.2 Withdrawal of Low Priced Products....................................................................................16
5.2.3 Change in Marketing Policies..............................................................................................16
6. Conclusion.......................................................................................................................................17
References...........................................................................................................................................18
Appendix A..........................................................................................................................................19
II

1. INTRODUCTION
With the development of financial markets, the potential for new businesses and the arrival of
entrepreneurs are increasing. Economic growth has seen a booming landscape in the context of
Bangladesh. Bangladesh has developed its position from lower income country to lower middle
income country. This advancement has been possible with the help of some growing sectors of
Bangladesh. Footwear industry is one of those booming sectors of Bangladesh.
Economic growth, nowadays, largely depends on the entry of innovative business projects. The
country‘s exports of leather products and footwear have been increasing year by year, and the sector
could become the second largest foreign currency earner—after readymade garments (RMG)—if
Bangladesh is able to attract investors by providing them land and capital at affordable rates.
According to the Export Promotion Bureau (EPB), in the first nine months of the fiscal year 2014–15,
the country posted a 23.40 per cent growth in footwear exports, compared to the same period a year
ago. Bangladesh earned USD 354.22 million from exports of leather footwear in the July–March
period in the fiscal year. (CPD, 2015)
Footwear is the basis of one of the oldest industries in Bangladesh and plays a significant role in the
national economy with a good reputation worldwide. This is an agro-based by-product industry with
locally available indigenous raw materials having a potential for export development and sustained
growth over the coming years. Bangladeshi shoes are widely known around the world for its high
quality of fine gain, uniform fiber structure, smooth feel and natural texture. Real progress in terms of
product development with respect to crust and finished leather began in the 1990s.
However, in the report published by CPD in 2015, it says that the rising labor costs in China have
made big retailers look to countries like Vietnam, the Philippines, Bangladesh and India. Leather
sector businessmen say Bangladesh is an attractive destination for leather sector entrepreneurs, as
China is facing problems in the sector. When asked what the government should do at this moment to
attract the producers leaving China to come to Bangladesh, Syed Nasim Manzur, also the managing
director of Apex Footwear Ltd and president of Metropolitan Chamber of Commerce and Industries
(MCCI), said the overall cost of business has to be reduced to attract foreign investors. (CPD, 2015)
The good part of being of this economic growth is that foreign entrepreneurs are interested in
Bangladesh‘s footwear industry. It has been made possible the availability of raw hide, low labor
costs, the very young workforce, and the large market. (CPD, 2015)
1.1 SCOPE
The scope of this paper includes an analysis of the branding activities of Apex Footwear Limited,
studying the company as well as particularly identifying the position of the company and where the
company is headed towards. The analysis performed in this report will help both industry veterans and
new entrants to know the various marketing activities of Apex footwear Limited as well as consumer
perception about the company.
Apex Footwear was chosen to better facilitate data collection as we personally know the concerned
person; marketing head of Apex Footwear.
1

1.2 METHODOLOGY
Methodology refers to the methods and principles used in an activity. The procedure that will be
followed for this paper is given below –
1.2.1 FORMULATION OF RESEARCH OBJECTIVE
Several factors were considered while formulating the research objectives –
 Ensure that a detailed picture of the branding of Apex Footwear Limited is presented through
the paper
 Explore the branding activities and current position of Apex Footwear Limited in addition to
consumer perception regarding the company
1.2.2 DATA COLLECTION
1.2.2.1 EXPLORATORY RESEARCH
The work on this paper will primarily be based on exploratory research. Exploratory research is
defined as the initial research into a hypothetical or theoretical idea. This is where a researcher has an
idea or has observed something and seeks to understand more about it. An exploratory research
project is an attempt to lay the groundwork that will lead to future studies, or to determine if what is
being observed might be explained by a currently existing theory. Most often, exploratory research
lays the initial groundwork for future research.
Exploratory research can come in two big forms: either a new topic or a new angle. A new topic is
often unexpected and startling in its findings. New angles can come from new ways of looking at
things, either from a theoretical perspective or a new way of measuring something. For instance,
computers have allowed large populations to be looked at. Old experiments can now involve
thousands of people from around the globe instead of a few people from the local train station.
 Data will be collected from managers and customers about pricing, performance, competition
etc.
 Data will be collected from managers and customers regarding their perception of the brand
The primary and secondary data gathered for this paper will be gathered through the use of
exploratory research techniques.
PRIMARY DATA
2

Primary data is data observed or collected directly from first-hand experience, specifically for the
purpose of the research project at hand. Primary data for this paper will be collected in two ways –
1. Personal interview
2. Phone interview
3. Questionnaire
Most of the data will be collected through personal interviews. In-depth interviews will be conducted
with the employees and executives of the organization.
SECONDARY DATA
Secondary data is data that has previously been collected (primary data) and is then utilized by a
person other than the one who collected the data. Sources of secondary data that will be used in this
paper are:
1. Company website
2. Company profiles
3. Company publications and annual reports
1.2.2.2 DESCRIPTIVE RESEARCH
Once the groundwork is established, the newly explored field needs more information. The next step
is Descriptive research, defined as attempts to explore and explain while providing additional
information about a topic. This is where research is trying to describe what is happening in more
detail, filling in the missing parts and expanding our understanding. This is also where as much
information is collected as possible instead of making guesses or elaborate models to predict the
future - the 'what' and 'how,' rather than the 'why'.
1.2.3 DATA ANALYSIS
This technique will be qualitative and quantitative data analysis techniques. The data generated from
the questionnaire would be input in a statistical tools and computer software for analyzing and
reporting such as Microsoft Excel, Microsoft word. We would then try to identify trends in the data, if
any, and interpret the findings of the research in the main report.
1.2.3.1 QUALITATIVE ANALYSIS
Qualitative analysis means looking at the intangibles. The factors about a company that are not purely
numbers driven can be just as important as crunching the numbers. Qualitative analysis can be far
more subjective and really depends on the company that is being looked at, and the purpose of the
analysis overall. Qualitative research is about finding out not just what people think but why they
think it. It’s about getting people to talk about their opinions so you can understand their motivations
and feelings. Face-to-face interviews and group discussions are the best way to get this kind of in-
depth feedback. However, we mostly used social media for conducting surveys and taking people’s
response.
Qualitative research helps to find
3

• What customers or prospects think and feel about r product or service
• How customers choose between different products or suppliers; what motivates them
• How branding, design and packaging influence customers and in what way
• What sort of marketing messages have the most impact and what turns customers off
completely
• How price affects their decision-making
• Whether there is demand for a new product or service
1.2.3.2 QUANTITATIVE ANALYSIS
Quantitative analysis means looking at and the actual numbers. Looking at different financial metrics
and ratios is fundamental to the analysis of any company being looked at. Quantitative market
research is used for estimating consumer attitudes and behaviors, market sizing, segmentation and
identifying drivers for brand recall and product purchase decisions. As the name suggests, quantitative
market research methods place an emphasis on the quantity of a research study as opposed to the
quality. Quantitative marketing research is used to project the results of quantitative market surveys of
the entire marketplace.
1.3 LIMITATION
Many people give less emphasize on footwear. They often buy it when they need it. Most of them do
not even pay attention to the TVC’s or other branding activities. Also, it was not easy to conduct the
survey.
 Can't predict consumer behavior: Consumer behavior cannot be predicted. It keeps on
changing according to the time and moods of the consumers. Consumer behavior is also very
complex. It is influenced by social, religious, family, economic and other factors. It is very
difficult to study these factors.
 Lack of financial data: Companies are very rigid about their financial information. They do
not want to provide accurate budget for branding activities.
 Limited branding activities: There are very few TVC’s. Also, very few people watch TVC
unless it is very attractive or well made.
 Shortage of secondary data: Few previous works were done exactly on this field. So, there
was scarcity of secondary data.
 Shortage of contemporary data: Very few secondary data were found are not up-to-date.
 Lack of accurate data: Willingly or unwillingly few respondents gave inaccurate data (from
my realization), but not significant.
4

2. INDUSTRY OVERVIEW
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 form in the district towns during that time. Various
types of footwear were imported, mainly from Calcutta. After the partition of Bengal in 1947, foot
wears were imported from West Pakistan.
When Bata Shoe Company established its manufacturing plant at Tongi in 1962, it was the first
manufacturing plant to produce shoes on a large scale in East Pakistan. In 1967, Eastern Progressive
Shoe Industries (EPSI) established its production plant. It began exporting footwear to USSR,
Czechoslovakia and England. Both Bata and EPSI held major shares in the local footwear market. The
footwear industry suffered a major setback during the war of liberation but was rehabilitated after
independence. New footwear manufacturing units have recently been established. Among them are
Apex Footwear, Excelsior Shoes, and Paragon Leather and Footwear Industries.
Japan and Germany are now the biggest markets for Bangladeshi footwear but US buyers are
increasingly showing interest in sourcing from Bangladesh. Bangladesh could be a two billion USD
footwear export sector by 2020, claim local shoe manufacturers on the basis of both the current
growth in shipments and the increased production capacity in factories under construction. If their
assessment is correct, in a seven-year period the level of exports can increase five-fold from the $419
million worth of shoes that were exported in the last fiscal year that ended in June 2013.
2.1 GROWTH RATE
The local footwear industry is experiencing an annual growth rate of 21 percent, according to a
spokesman from another apex organization, Leather Goods and Footwear Manufacturers and
Exporters Association of Bangladesh (LGFMEAB). However, to continue the trend, the present level
of growth has not only to be attained; it also has to be taken to a still higher level, if Bangladesh is to
match the success of its immediate competitor, Vietnam.
According to a newly released statistics from the Export Promotion Bureau of Bangladesh, footwear
exports from the country grew from US$61 million in the period of July-November 2007 to $85
million in the same period of 2008, recording a growth of 39 percent. In 2013 fiscal year there has
been $419 million worth of exports. Taking this rate of growth into account, shoe industry executives
estimate that the current fiscal year’s footwear export is likely to cross $550 million.
Growth in exports is due to the low production cost in Bangladesh compared to its neighboring
countries: China, India and Vietnam, who also have a very well entrenched leather and footwear
export industry. Orders which earlier used to be given to China or India are now being handed out to
footwear manufacturers in Bangladesh because they are able to produce low-priced but quality shoes,
which have now found its way in to key markets in EU and Japan.
This growth in footwear exports has come as a blessing in disguise at a time when leather exports
have fallen by a massive 18 percent in the period under review. Experts attribute the growth in
footwear exports, thanks to machineries imported from Italy that is trusted for its quality output. In
recessionary trends, high-priced products tend to register a negative growth, as consumers tend to shy
away from them in preference for value for money items. In this scenario, it is a golden opportunity
for the leather and footwear sector to increase its global market share.
5

Source: Transparency Market Research
Source: Export Promotion Bureau (EPB)
6

3. APEX FOOTWEAR LIMITED - THE COMPANY
Apex Footwear Limited (AFL) is one of the leading manufacturer and exporter of leather footwear
from Bangladesh to major shoe retailers in Western Europe, North America and Japan. The company
earned revenues of USD 145 million in 2015. AFL pioneered the export of value added finished
products export in the leather sector of Bangladesh and is also involved in the local footwear retail
business with the second largest shoe retail network in the country. Public listed and traded since
1993, AFL is professionally managed, currently employs over 9,000 persons and is in full compliance
with Corporate Governance Compliance Report under Section 2CC of the Securities Exchange
Commission Notification Order.
Apex is the local manufacturing and retail wing of Apex Footwear Limited. While AFL has
predominantly earned both critical and commercial fame through export of high quality leather
footwear in the international arena, Apex has sought to adeptly make use of that expertise to provide
high quality, fashionable footwear to the Bangladeshi consumers. With over 191 own retail outlets
and 380 authorized resellers, Apex ensures nationwide coverage of its diverse range of footwear for
its consumers. Through its nine in-house brands, namely Venturini, Apex, Sprint, Maverick, Moochie,
Nino Rossi, Sandra Rosa, Twinkler and School-Smart and one international brand i.e. Dr. Mauch -
Apex carries a huge selection of shoes, sandals and non-footwear items, ensuring that each of our
valued customer finds the product that is just right for them.
3.1 VISION
AFL is committed to productivity and quality growth to attain its objective of being a leading
footwear manufacturer of Asia through its vision of “Honest Growth”.
3.2 MISSION
To achieve the vision of honest growth, AAFL has set their missions:
 To ensure sustainable growth
 To be a vendor of choice for our customers
 To create value for our shareholders
 To be proactively compliant with global best practices & standards
 To be a responsible corporate citizen
3.3 VALUES
With the appliance of vision and mission goal, AAFL is very much committed to their core values
which are the USP for their product success in the local market. AAFL’s values are---
1. Respect for People: Demonstrate respect by developing our people and helping them to achieve
high performance standards by treat all people with dignity.
2. Integrity: Honesty - Walk the talk.
3. Sense of Urgency: Strive for speed and simplicity in everything we do.
4. Empowerment: Encourage and reward of self-confidence and initiative required accountability.
7

4. APEX FOOTWEAR LIMITED – THE BRAND
4.1 MARKETING ACTIVITIES
Marketing strategy of Apex is based on providing their customers with reliable and quality product.
Their primary consumer target is upper middle-upper income people who are less price sensitive and
are willing to pay higher for better quality product.
In 2015, Apex spent BDT 16 crore for their marketing purposes, 75% of which incurred during Eid-ul-
Fitr, Eid-ul-Azha, Durga Puja and other festive occasions. The reason behind this is that more than
50% of their yearly revenue comes from these occasions.
Apex follows different marketing activities for the promotion of their brand and products.
DIRECT RESPONSE MARKETING
Every satisfied customer brings thousands of new customers therefore; direct response advertising is
producing a clear response.
TVC
Apex is less involved in TVC to promote their brand.
PRINT MEDIA
They publish ads in newspapers and magazines to inform the customers with all their products and
latest offers. They also use different fashion magazines for promotion.
SOCIAL MEDIA
Facebook, blog, other digital media. More active in Facebook and Blogging.
PUBLIC RELATION
Event coverage with sponsorship and footwear partnership of different public events.
SALES PROMOTION
On many occasions they offer up to 60% sale including clearance sale and occasional and seasonal
sales rebates.
FOOTMART
It is a display of large collection of all the varieties of shoes. It’s more of an ‘all under one roof’
demonstration.
ART COMPETITION
AFL often arranges art competition to promote and develop brand content through which it gathers
insights and perception of existing and potential customers.
8

4.2 BRAND MANTRA
A brand mantra is a 3-5 word shorthand encapsulation of a company’s brand position. It is not an
advertising slogan and in most cases, it won’t be something that is used publicly.
Apex Footwear Limited does not have any Brand Mantra. They feel that they have established
themselves as a reliable brand through their pursuit of quality and innovation. Apex is the largest
exporter of leather footwear from Bangladesh. Currently holding the second position, the company is
also one of the fastest growing footwear companies in the local market. AFL also has the second
largest retail network following Bata Shoe Bangladesh Limited.
Through its nine in-house brands, namely Venturini, Apex, Sprint, Maverick, Moochie, Nino Rossi,
Sandra Rosa, Twinkler and School-Smart and one international brand i.e. Dr. Mauch - Apex carries a
huge selection of shoes, sandals and non-footwear items, ensuring that each of our valued customer
finds the product that is just right for them. Apex Footwear Limited is planning to turn itself into a
retail hub of footwear products. They are planning to bring more international footwear brand into
their product line. That’s why they have no plan to build a brand mantra for their brand.
4.3 BRAND PERCEPTION
Apex Footwear Limited perceives themselves as a successful brand. They don’t wish to be the
dominant brand in the footwear market. They are happy in terms of their values, volume and brand
image.
Apex is planning to enter into niche market.
4.3.1 CONSUMER PERCEPTION
To have better understanding about the perception of the consumers of footwear products, we
conducted a survey. We got 110 responses. Among these 110 persons, 77.3% are male and 22.7% are
female. 66.4% from these 110 people are from the age group of 24-29 years and 26.4% are from the
age group of 18-23 years.
Around 52% of the surveyed people don’t care much about latest fashion; they buy just what they find
it easy and comfortable. It’s justified by the fact that 38.2% people are price conscious though 42.7%
of them believe that shoes play a vital role in good gesturing and smart outlook .
Consumers mostly (66.4%) buy shoes when they need it. The interesting thing is, people like Apex
(79.2%) over Bata (72.2%) but they purchase the opposite; Bata- 41%, Apex-40%.
9

People’s perception is well realized by AFL, most people prefer advertisements or information about
a shoe brand on internet; social media.
About 40% people think about buying AFL product when they think of buying shoes and 45.5% of
the people are satisfied with the quality, price and performance of AFL products.
45.5%
10%
13.6%
28.2%
2.7%
Satisfaction with the Quality of Apex
Products
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Around 40.8 % of the customers have knowledge about AFL branding. This indicates that there is still
a huge portion of customers are unaware of the total branding activities of AFL.
The overall perception about the brand is not clear to all but a good chunk of them have choice and
interest in choosing a particular brand. AFL has built a reliable position in customers’ mind
successfully and AFL has a more or less loyal customer group.
4.4 CUSTOMER BASED BRAND EQUITY
Customer‐based brand equity has been defined as the differential effect of brand knowledge on
consumer response to the marketing of the brand. Thus brand equity is conceptualized from the
perspective of the individual consumer and customer‐based brand equity occurs when the consumer is
familiar with the brand and holds some favorable, strong, and unique brand associations in the
memory. Brand equity is regarded as a very important concept in business practice as well as in
academic research because marketers can gain competitive advantage through successful brands. The
competitive advantage of firms that have brands with high equity includes the opportunity for
successful extensions, resilience against competitors′ promotional pressures, and creation of barriers
to competitive entry.
i. Brand identity – Salience:
10

Given the extensive market coverage through its event sponsorships and marketing communications
via billboards and TVCs, consumers are aware that Apex is an established footwear brand.
ii. Brand Meaning – Performance, Imagery:
 Performance –Apex excellent products and good quality are attracting customers. As a result,
customers can easily justify the higher price and associated value derived from a supposed
offering.
 Imagery – As supplemented by consumer survey results, the visual appeal of Apex products is
strong and the aesthetic aspect of consumer-based brand equity.
Figure: Customer Based Brand equity model
iii. Brand response – Judgments, Feelings:
 Judgments – consumers judge Apex as “as one of the market leaders in footwear
industry”. This is a significantly positive brand association, which results in the brand’s
strong equity.
 Feelings – like the judgment aspect, consumers are already experiencing and satisfied with
the product and quality of Apex. They have good feeling for it.
iv. Relationships – Resonance:
11

Apex is doing well in their target market. But they are not yet able to establish them as a premium
brand for footwear; rather they are competing for the middle income and the high middle income
people. They are doing well in this segment and able to build good relationship and trust among
customer. However, they will have to improve if they want to establish them as a premium brand.
4. COMPETITION LANDSCAPE
4.1 CURRENT SITUATION
4.1.1 EXPORT
Apex has the undisputed leadership in leather footwear exports from Bangladesh. Around six million
pairs of shoes are exported from Bangladesh of which Apex contributes almost four million pairs.
That means two shoes in every three exported from Bangladesh is an Apex product. Their technical
and marketing partnership with La Nuova gives them an edge in exporting to European markets. In
2015, the company earned a revenue of USD 501 million from exports.
Source: Bangladesh Bureau of Statistics
4.1.2 LOCAL MARKET
With about 8% market share in the local retail footwear market, Apex is the second largest company.
The market leader Bata Shoe has captured about 22% of market share. Almost 50% of the market
share is consumed by the local shops. The company serves the market through 191 retail and 50
agents throughout the country. Apex has plan to introduce around 30 new outlets each year.
12

4.2 COMPETITORS
4.2.1 BATA
Since its founding, Bata has been at the forefront of innovation; not only in the production and design
of new styles, but in the creation of business models that permit a quick response to the ever-changing
wants and needs of our customers. As a result, Bata enjoys a long history as a leading manufacturer
and retailer of quality footwear, and proudly serves some one million customers each day.
Bata’s reach is worldwide; its presence is local. Our novel international manufacturing structure
allows Bata facilities around the globe to respond to the unique needs and wants of local customers.
As a result, Bata is honored to be a local company in every country it serves. Bata continues to be
guided by the same core principle it has followed for over one hundred years: to know its customers
and to create the best possible products to meet their needs.
In Bangladesh, Bata started its operation in 1962. Currently Bata Shoe Company (Bangladesh)
Limited operates two manufacturing facilities – one in Tongi and the other in Dhamrai. With a
production capacity of 160,000 pairs of shoes daily. Annual shoe sales currently stands about 30
million pairs.
4.2.2 JENNYS
Jennys started its journey with the ideas of quality product manufacturing and a winner’s vision in the
name of “Jennys Shoes Ltd” from 1990. The dedication, the inspiration, million moments that was
spent fighting for quality, that is what Jennys is now, an unparalleled name in shoe world with
unbeatable style and price.
The road was not smooth. Completing in world market with world class shoe-it needs good man and
machinery, proper leather, workmanship, sophistication and lots of untold preparations. Jennys solved
the problem by using good quality imported machinery and technicians with most modern technology.
Now Jennys has unbeatable technical and commercial team that can sense the rapid changes in
Eastern and Western market. Jennys has also undertaken new production line for small leather goods
such as Bags, Wallet and Belts etc. Jennys offers very competitive price and note that there are no
quota & imported taxes for Bangladeshi shoes.
4.2.3 BAY EMPORIUM
Bay Emporium Ltd was established in 2006. It is a footwear marketing company with wide range of
products for men, women & children. Its target customer is medium to medium high income groups.
Bay Emporium Today
One of the major shoe retailing companies. The brand is getting popular very fast. New shops are
opened in strategic locations. Famous for leather shoes & leather sandals.
13

Vision: To position Bay Emporium as one of the leading marketers of family footwear for medium to
medium high income group of customers in Bangladesh.
4.2.4 FORTUNA BANGLADESH
Fortuna Bangladesh was established in 1984 to manufacture and export garments. It has grown and
diversified into a major industrial conglomerate. Starting with 140 sewing machines and 250 workers
in a rented house, the company grew to over 1500 machines and over 2,000 workers in its own
120,000 sqft facility, and has diversified into a number of other industries such as IT, Education,
Restaurant, and Leather. Recently Fortuna has sold out its garments division and has invested in a
new shoe-manufacturing project with a capacity to produce 2500 pairs of shoes per day. Along with
that, Fortuna is opening in retail outlets to sell shoes, leather bags and accessories under its own brand
Fortuna. Fortuna's IT division has received accolades. Infra-blue Technology Ltd in 2008 was one of
the winners of the FBfund competition administered by Facebook and funded by Accel and Founders
Fund.
4.2.5 ATLAS FOOTWEAR
Atlas Footwear specialize into shoes retailing, shoes whole-selling and shoes manufacturing in China
and Bangladesh. Atlas Footwear is a division of Ivy International which is a well-known chain of best
shoes shops in China and Bangladesh. Atlas Footwear is famous for fine European and Chinese shoes
collections. Wide collection of Women’s' shoes, Men's shoes from different countries including made
in Oman slippers. Shoes collections for different purposes; Smart shoes, Casual shoes, Sports shoes
for both men and women. Brands, include Clarks, Rieker, VIA UNO, Fratteli Vanni, Rossetta, Mario
Dorio, Ripani, CAT footwear and many more. This includes PVC sandals, which is the best quality
PVC slippers.
4.2.6 LEATHEREX FOOTWEAR
Leatherex Footwear Industries Limited was established in 2000 with technical collaboration of Japan.
Now, it is operated under German, Italian, Korean and Japanese technical supervision. It is a 100%
export oriented leather footwear industry with linkage units of leather, outsole, heels, insoles,
midsoles etc. It has been inherited expertise and foreign know-how. Hand craftsmanship of female
working force has given a new shape to the company. Today, it is a leading footwear industry in
Bangladesh, catering to the footwear needs of a global clientele. It is manufacturing and exporting all
kinds of Leather Footwear under ODM/OEM basis.
4.3 PORTER’S 5 FORCES ANALYSIS
Conceptual framework for industry analysis has been provided by Porter. He developed a five-factor
model for industry analysis, as shown in the exhibit. The model identifies five key structural features
that determine the strength of the competitive forces within an industry and hence industry
profitability. Analysis of shoe Industry of Bangladesh in respect to Apex with Porters Model of
Industry Competition has been summarized as followed.
4.3.1 RIVALRY AMONG EXISTING FIRMS
Footwear industry of Bangladesh is a highly competitive market. The growth rate of Bata Shoes Co. is
higher than Apex footwear Ltd. because Bata has always been concerned with their customers. And
other competitors like: Fortuna, Titas Footwear Bangladesh, Excelsior Shoes Ltd., Jennys, Atlas
footwear limited, Bay Emporium etc. have been working well in the current market. The main
competition of Apex was Bata and the independent sellers who have the minimal establishment costs.
But the situation has been changed much since now not only the independent sellers but also the
regional and world famous brands are now in Bangladesh. So the competition has now much more
intense. Apex has to think both of their old threats as well as new competitors who has much more
organized structure than the old competitors.
14

4.3.2 THREAT OF NEW ENTRANTS
Industry profitability is influenced by the opportunity of entering new firm. Since footwear industry
places low exit and access barriers, as a result competition is increasing. If any company has enough
capability and resources, it has the chance to gain “first mover advantage”. Possible threats of new
entrants can be Jennies and Bay Emporium for their rapid business expansion. Apart from that foreign
competitors like Liberty of India which is already taking a grip into the market especially the women
segment, there are also some other foreign shoe manufacturer like Nike, Reebok, Adidas and
Woodland. There are also some other domestic companies like Pegasus, Homeland etc. So the road
ahead for Apex is not smooth at all and the independent sellers and smuggled shoe sellers who already
have the highest market share can’t be ignored.
4.3.3 THREAT OF SUBSTITUTE PRODUCT
One can’t think of much substitute of shoes. There are not too many bare footed people now days. At
least they wear a sandal. So the threat of substitute is not that much.
4.3.4 BARGAINING POWER OF THE BUYERS
When price sensitivity is prime issue, there is a chance for bargaining power of buyers. When quality
is issue there is less chance to have greater bargaining power of the buyers because only a few
companies are producing reliable and quality products. In this aspect product differentiation and
switching cost are nominal. So, bargaining power of the buyers is limited.
4.3.5 BARGAINING POWER OF THE SUPPLIERS
Suppliers, retailers, distributors are associated with the better product delivery at home and abroad.
Bargaining power of the suppliers is high in the footwear industry in Bangladesh. Because suppliers
are highly concentrated. Some suppliers go in to forward integration like Apex, Bata etc. as a result,
more quality products are being produced by them. Since supplier’s product is critical to collect,
competition is increasing. Only few suppliers have quality raw material. So their bargaining power is
very much high. Companies like Apex, Bata etc. are sometimes unable to produce the amount of
products they want.
4.3.6 THREAT OF COMPLEMENTARY PRODUCT
Complementary products of footwear industries are sole of shoes, color polish, lace, glue, nylon reel,
black shiner etc. The complementary products of this industry are not available and the price is
reasonably high. As a result market competition is very high. The raw material related industry is not
growing well in our market so the footwear industry is looking for outsourcing.
15

5. GAP ANALYSIS
5.1 GAP ANALYSIS
5.1.1 CURRENT BRAND EQUITY
AFL currently has strong brand equity. The reasons are:
• Differentiated product
• Customer satisfaction and customer loyalty
• Perceived quality about the brand
• Maintenance of brand personality in a continuous manner
• Brand Awareness among the customers
5.1.2 PROJECTED BRAND EQUITY
As stated earlier, AFL is already happy with their performance and brand position in terms of their
values, volume and brand image. Being different from traditional projection, AFL has targeted and
moving towards:
• Gradual shift into niche market
• Transforming into a retail hub for several international brand along with their own product
line
• Reduction of expansion of retail sales-points
5.2 STRATEGY IMPLENTATION
5.2.1 TRIMMING DOWN ON UNREASONABLE PROMOTION:
A survey by Nielsen Bangladesh in 2014 concluded that TVCs launched by brands, strengthened the
brand equity of other brands and drove their sales instead of those of the brand broadcasting the TVC.
The survey yielded that particularly in the case of Apex, TVCs launched by Apex drove sales of Bata
by 9.6% in 2015 while leaving no impact on the sales of Apex. As a result, it is proposed that AFL not
engage in future creation of TVCs or radio commercials as they are expensive and rather diminish
brand equity as they are not to compete with the rivals currently and are intending to move into niche
market.
5.2.2 WITHDRAWAL OF LOW PRICED PRODUCTS
AFL wants to withdraw their low priced products from the market as they want to move towards
niche market. As their target market is upper class people who are willing to pay higher price for
better quality and differentiated products.
5.2.3 CHANGE IN MARKETING POLICIES
AFL used to demonstrate branding activities for mass people. But now they are planning to execute
their branding activities mostly for the niche people.
16

6. CONCLUSION
Apex Footwear Limited is one of the leading footwear companies in Bangladesh. This report has
provided some interesting insight into what kind of service the customers are getting and what is their
expectation from Apex. It also helped to capture the perceptions of their own regarding their brand. It
can be seen that the relationship with customers is already strong.
One more thing to include here is that most of the market players do business in a traditional way and
try to follow others’ business strategies and policies. They do that intentionally because they know
that the leading firm takes decisions in a calculated manner. But Apex Footwear Limited is
conducting their business in a different way than the others. That decision is solely based on their
future goals and plans.
17

REFERENCES
Export Association of Bangladesh. Retrieved from http://lfmeab.org/member-area/member-list
Foorwear sector awaits a boom. (2010). https://bangladesheconomy.wordpress.com/2010/11/30/footwear-
sector-awaits-a-boom/
Bangladesh Footwear Export. (2014). Retrieved from http://lightcastlebd.com/blog/2014/11/footwear-
sector-bangladeshs-next-export-tiger
Footwear Industry Bangladesh. (2015). Retrieved from
http://www.assignmentpoint.com/business/organizational-behavior/footwear-industry-
bangladesh.html
Bangladesh Institute of Development Studies. (2010). Retrieved September 2015, from Leather Footwear
Industry in Dhaka: A Case Study: http://www.ihdindia.org/Formal-and-Informal-
Employment/Paper-8-Leather-Footwear-Industry-in-Dhaka-A-Case-Study.pdf
Center for Policy Dialogue. (2015, April). Retrieved 2015, from ‘Promising future’ for leather products,
footwear exports: http://cpd.org.bd/index.php/cpd-mustafizur-rahman-leather-footwear-export-
2015/
Govt. puts ban on movement of rawhide to border belt. (October 5, 2014). Retrieved from
http://www.bangladeshchronicle.net/index.php/2014/10/govt-puts-ban-on-movement-of-rawhide-
to-border-belt/
Saha, S. (October 9, 2014). Tanners profit, traders lose. Retrieved from
http://www.thedailystar.net/tanners-profit-traders-lose-44814
Corporate Strategy of Apex Footwear. Retrieved from
https://www.scribd.com/doc/44850685/Strategic-Marketing
Interview with Zoheb Ahmed, Head of Brand, Apex Footwear Limited
Apex. (2016). Retrieved from Apex Footwear Ltd:
http://www.apexfootwearltd.com/apex_footwear/Products
BRAC EPL Investments Ltd. (2010). Retrieved from
http://www.bracepl.com/brokerage/research/1297916812Apex%20Adelchi%20Footwear.pdf
International Business Times. (November, 2015). Retrieved from India beef ban: Muslim beaten to
death by Hindu mob for 'stealing a cow' in Manipur: http://www.ibtimes.co.uk/india-beef-
ban-muslim-beaten-death-by-hindu-mob-stealing-cow-manipur-1527378
The Daily Star. (28 August, 2014). Retrieved from Bangladesh's apex group emerges as shoemaker to
world: http://www.thedailystar.net/bangladeshs-apex-group-emerges-as-shoemaker-to-world-
39111
18

APPENDIX A
Consumer Perception survey of Apex Footwear Limited
General Information
1. What is your gender?
a) Male
b) Female
2. How old are you?
a) 18-23
b) 24-29
c) 30-34
d) 35-39
e) 40-44
3. What is your occupational status?
a) Student
b) Employed/Self-Employed
c) Unemployed
d) Retired
4. What is your marital status?
a) Single
b) Married/In permanent relationship
c) Divorced
d) Widowed
Relationship Towards Fashion
5. Which of these fits you the most? *Please choose maximum 2 answers
a) I am very alert to changes in men´s/women´s fashion
b) I would say that I am very fashion conscious
c) Other people think I am fashionable/trendy
19

d) I read magazines that have fashion/style pages
e) I usually shop only in trendy stores
f) I am conscious about how my outfit looks at work/school
g) I am consciousness of the latest trends but I do not shop due to them
h) I am very price conscious when it comes to fashion
i) I do not care about the latest fashion trends. I buy what I like
j) I do not think much about my outfit.
k) I let other people to advise me about fashion
Shoe Shopping Habits
6. Which of these quotes about shoes do you agree with?
a) Shoes are great! Love shopping them!
b) Shoes are necessary part of my outfit. I attach a high importance to them
c) I prefer shopping for clothes or other accessories before shoes.
d) I do not care about shoes. I buy them just when I have to.
e) I hate shopping shoes. Trying to avoid it!
7. How many pair of shoes have you got?
a) Less than 5
b) Between 5 and 10
c) Between 10 and 20
d) Other: ______________
8. How often do you buy footwear?
a) More than once a month
b) Once a month
c) Once every three months
d) Once every six months
e) Once a year
f) Less than once a year
g) I never buy shoes
20

9. Why do you buy new footwear? *Please check max. 3 answers
a) Because I need to replace worn out shoes
b) To reward myself
c) I need to find something comfortable
d) Because they were on Sale/ promotion
e) Because the season was changing
f) To match a new outfit
g) To keep up with the latest fashions
h) To impress my friends
i) For a special occasion, e.g. Party, Wedding, Eid, Puja etc.
j) None of these
10. Which of these statements fits you the most? *Please check max. 2 answers
a) I am willing to pay higher price for the guarantee of quality
b) Price is a crucial determinant for me
c) I buy from a few retailers that i know and trust
d) It is hard to find shoes which are both stylish and comfortable
e) I tend to buy the same brands
f) I have problems with finding shoes which fits me
g) I shop in stores offering Sales/ promotion
h) I do not mind to pay a high price for well-known/luxury brands
Brand Loyalty
11. Do you have a favorite footwear brand?
a) Yes
b) No
12. What is/are your favorite footwear brands? *You can choose up to 3 brands
a) Bata
21

b) Apex
c) Bay Emporium
d) Jennys
e) Fortuna
f) Atlas
g) Leatherex
h) Other: __________
13. What brand do you normally buy?
a) Bata
b) Apex
c) Bay Emporium
d) Jennys
e) Fortuna
f) Atlas
g) Leatherex
h) Other: __________
14. What is/are decisive factor/s when shoe shopping? *Please check max. 2 answers
a) Price
b) Quality
c) A balanced ratio of price and quality
d) Trend/Unique style
e) Brand
f) Comfort
g) Other: ______________
15. Which of the following media attracts your attention to Apex footwear products?
a) TVC
22

b) Billboard
c) Social Media Marketing
d) Other: __________
16. Apex footwear products are better than those of other footwear products.
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree
17. Apex comes to my mind at first when someone mentions of footwear products.
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
18. I am satisfied with the quality of Apex Footwear products.
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
19. I have a clear understanding of the branding of Apex Footwear.
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
23

Group 1 brand analysis of apex footwear

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (8)

Similar to Group 1 brand analysis of apex footwear

Similar to Group 1 brand analysis of apex footwear (20)

Recently uploaded

Recently uploaded (20)

Group 1 brand analysis of apex footwear