Table of Contents
Introduction 2
Executive Summary 2
External (Macro) Analysis: PESTEL 3
Political and Legal: 3
Economic: 3
Social 4
Technology 4
SWOT Analysis 5
Strengths 5
Weaknesses 5
Opportunities 5
Threats: 6
Segmentation, Targeting, Differentiation, Positioning (STDP) 7
Segmentation 7
Psychographic & Demographic Segmentation 7
Geographical Segmentation 7
Targeting 8
Differentiating 8
Positioning 8
Marketing Mix 10
Product 10
Place 10
Price 11
Promotion 11
Recommendations 12
1) Increase Advertising 12
2) New Designs 13
3) Venturing into Online Platforms 14

Introduction
Bata was started by three siblings in the town of Zlin, Czechoslovakia in 1894. It was known as one of the world’s first shoe manufacturer to create footwear for distant retail merchants and also their neighbours. As of today, Bata has sold about 270 million pairs of shoes in more than 70 countries companies and offers affordable and fashionable footwear. (Bata) It is hence widely known as the “People’s brand” with the image of being the common man’s shoemaker. (Wn.com) It has a good brand image and several brands under its company; Bata, Bata comfit, Bata accessories, Bata shoe care, Bata (flexible, air system, antistatic), Bata industrials, Bubblegummers, Sun drops, Power, Weinbrenner, Marie Claire, Ambassador, Patapata, Baby Bubbles, North star, Safari, Toughees and Tommy Takkies.
Bata Singapore was first started back in 1931, located at Capitol Building in Stamford Road. As the years passes by,