1. Strategic choices Idreeswaris Mohammad ayazusman Shahidahmed Qazizain Shahzad waleed

3. Chinese imports threats.

4. market segment: target market of Bata are lower middle and middle class.

7. The brand image Bata had developed was by no means that a brand which could boost having premium footwear products.

8. In fact Bata was just to meeting the basic functional needs of its middle class customers, therefore their strategy failed.

10. Future strategy forBata Bata should focus on customers understanding to enhance the brand equity in order to compete with local and Chinese products. OBJECTIVES OF BATA FOR THE NEXT 20 YEARS To maintain the traditional image by targeting the middle and upper middle class. To cater the needs of families. To be dynamic and innovative in product design. To provide reasonable quality at low price.