Sustainability of Bata as market leader in footwear industry in Bangladesh

Abstract

The internship report was made on Bata Shoe Company Bangladesh Ltd., where the topic is to find out whether Bata has the capability to sustain as the market leader in Bangladesh. Bata has been the market leader in structured retail footwear industry since its inception, as no other brands like Bata has ever emerged till now. Only, Apex used to be Bata’s only close competitor taking second position in terms of market share. However, with time Bata’s quality of products started to deteriorate along with hike up in products prices, so customers started to shift from Bata to other brands. There are so many branded retailers now in the market which in turn has made life more difficult for Bata as they now have to compete with 10 to 12 brands, but previously it used to be only Apex Footwear. To cope up with rivals and survive in the industry, Bata can follow the footsteps of global brands and adopt their approaches. This report finds out the success factors of global footwear brands and made an comparison with Bata’s position. Through comparison, the gap between Bata and other brands have been discovered and also mentioned about the challenges that Bata is facing. The report also discusses about the organizational functions, structure and its operations. Lastly, the report also consists of few recommendations that Bata may follow in order to improve its profitability and continue to hold its position in the future.