1. Principles Of Managerial economics
The objectives and strategy of a shoe industry
in Pakistan (Bata)
Presented to:
Prof. Amna Majeed
Presented by:
Aima Masood
MCOM
Punjab College

2. Introduction:
• What is shoe making?
• Shoe making process

3. Shoe industry in Pakistan
History
• During 1950’s some well-equipped vendors set up at
Karachi, Gujrat and Lahore
• During 60s and 70s more units were established at
Hyderabad Kasur, Sialkot, Multan, Sahiwal and
Gujranwala.
• Pakistan’s footwear industry manufactures around
120 million pair annually for local consumption and it
exports 2 million pair per annum roughly.

4. Shoe Firms in Pakistan
Some of shoe firms in Pakistan:
• Bata.
• Service
• Hush Puppies
• Starlet
• Stylo
• local and foreign companies

5. Bata
Background:
Bata Pakistan limited is one of the 65 companies
working all over the world as shoe manufacturer. It
started its operation at Batapur in 1942. Bata Pakistan
limited having60:40% foreign and local shareholdings
respectively. Bata equips with sophisticated
technological and business skills, provides direct
employment to about 2,792 people. Bata Pakistan is
producing more than 14.0 million pairs of Rubber&
Canvas, Leather and Plastic footwear annually in two
production units at Batapur and Maraka. Bata is selling
more than 17.0 million pairs of Rubber, Leather and
plastic footwear annually.

6. Bata
• Bata is a name that needs no
introduction, no doubt best Pakistani
shoes brand, providing a huge
designs.
• currently operates in 60 countries
across the world
• Today, it has over 370 outlets in
Pakistan

7. Popular Brands of Bata Shoes:
• Bata Industrials
• Bubble gummers
• Baby Bubbles
• Comfit
• Eco Fit
• Marie Claire
• North star
• Patapata
• Power
• Sandak
• Sundrops
• Weinbrenner

8. Objectives of Bata:
• Marketing objectives
• Overall Objectives
• Strategic Objectives for Every Primary
Objective

9. Strategies of Bata:
• Sale strategy
• Diversification strategy
• Marketing strategy

10. SWOT Analysis
Strength:
Brand Image
For the entire family
Financially Strong
Conveniently accessible
Targeting all income segments
Nationwide retail network
Weaknesses
In 2001, 5% decrease in net sales
No proper planning regarding Advertisement
No variety in Fashionable shoes

11. SWOT Analysis
Opportunities
E-Commerce
Entering new segments of Markets
Capturing Market where no other potential competitor exists
Innovative Products
New mediums for advertisements
Threats
Customer Dissatisfaction
Price wars with competitors
Competitors
Political Instability
Changing in consumer preferences

12. Recommendation
• Focus on Product Development, Market Development and Strategies
• Footwear industry is highly fashionable industry; hence Bata must improve
the efficiency of product development in order to bring new design and style.
• Should provide consistent quality service to its customers
• Bata debt to equity ratio is 3.51, which means almost 75% are debts.
Management should reduce its debts to reduce the financial charges
• Internet is a broad medium so they should also improve e-business

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