BRIEF INTRODUCTION

OF THE
ORGANIZATION
BATA


Originated from Switzerland.
Founded in Austria-Hungary, 1894
International and local business
Serves 1 million customers a day
Up to 150 stores in Malaysia
SWOT ANALYSIS
Strength Weakness Opportunity Threats
Affordable to the
general public
Quality not up to
par
Venture into the
emerging markets
in less developed
country
Vulnerable to
premium brands
like Nike

wide variety of
products e.g heels,
sport shoes, crocs,
school shoes.
Does not appeal to
higher income
group
considered as an
inferior good

Lose market
shares in urban
areas with
competitors
arising.
Branches in major
malls convenient
for society
TASK 2
Corporate strategy
Growth
Diversification of products
e.g. appealing to school children/students
school accessories: bags, uniform
Horizontal integration
- buy up supplier companies
e.g. buying competitor companies that provide supplies:
Employing people who have longer working experience in this line work.
economies at scale lower cost of production



Competitive strategy
Improvement in quality

Differentiation unique product that are valued
by customers
- improving quality of goods challenging premium brands
- remain competitive in terms of price
- Competition will make firms more efficient


Cost leadership lowest cost producer in industry
- economics of scale in the long run, cost of production falls when theres mass production
- goods are made locally
ADVANTAGES
DISADVANTAGES
Appeal to a wider customer base
Develop a stronghold on the student
market
Quality products at a whim
Relatively easy to carry out


Too vulnerable to competitors
Improving quality is the ultimate aim
but it takes a long time
Difficult to visualise

TASK 3
Implementing key design elements
Chain of command
CEO set up a team to research the market share of the existing market
Employees will be reporting to department heads. Department heads report to CEO during
meeting.

Departmentalization
Product: Ensure product line is efficient
Functional: Have a meeting with department heads brainstorm
Geographic: Appropriate pricing strategy in the country
Centralization
Decisions (goals) set by CEO achieved by employees
e.g. The CEO and employees possess the same vision
- target specific markets such as student markets to boost sales
- Take into consideration the taste and preference of students. Create Demand and Supply from
there.
CEO will be the one finalizing decisions


Areas of responsibility Person(s) responsible Timeline (Date/Time)
Overseeing all tasks
Introduction
Conclusion
Jason Leong Friday. 25
th
April
SWOT analysis of
Bata
Introduction of 2
alternatives
Best strategy
Advantage/Disadvan
tage
Kong Hui
Rebecca
Friday. 25
th
April

Brief background of
Bata
Brief introduction of
planning function
SWOT analysis intro
Sze Tho Kar Wai Friday. 25
th
April

Brief intro of
organising function
Implementation of
key design elements
Anita
Jason Goh
Friday. 25
th
April