Project-Report.docx

Customer perception

according to the product and

service quality of Bata

Project

Page | I

On

Understand Bata Company’s customer perception according to the product and service

quality

Prepared For

Mr. Md. Zahidul Islam

Course Instructor

Course Instructor of Career Planning & Development ii (ART-203)

Prepared By

Md.Ruhul Amin

Section: E,

ID: - 12202072

College of Business Administration (CBA)

Date of Submission: June 20, 2015

IUBAT-International University of Business Agriculture and Technology

Letter of Memo

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20 June 2015

Mr. Md. Zahidul Islam

Faculty College of Business Administration (CBA)

Course Instructor

Course Instructor of Career Planning & Development ii (ART-203)

IUBAT- International University of Business Agriculture and Technology

4, Embankment Drive Road, Uttara Model Town

Sector # 10, Dhaka-1230, Bangladesh.

Phone: 01715300551

[email protected]

Subject: Submission of project Report.

Dear Sir,

With due respect, I would like to submit my project on Understand Bata companies Customer

perception according to the product and service quality. It was undoubtedly a splendid opportunity

for me to work in this topic to actualize my theoretical knowledge in the practical area and to have an

exposure on “Bata Company ltd.” The Leather Footwear Industry is one of the most important

industries in Bangladesh. This paper presents Bata Company really meet the customer satisfaction

level by their product and service quality or not. I would also like to draw your kind attention to the

fact that I have tried my level best to gather and organize all the information needed for this particular

project.

I would be very kind of you, if you please take the trouble of going through the report and evaluate

my performance regarding this report, it will be very grateful to me.

Sincerely Yours

-------------------------

Md. Ruhul Amin

ID: 11102173

Table of content

Particulars Page No.

Page | III

Title page IV

Letter of Memo IV

Table of Content IV

Executive Summary IV

IV

Chapter 1: Introduction

SL No. Particulars Page No.

1.1 Footwear Industry in Bangladesh 01

1.2 Company Background 02

1.3 Background of the report 02

1.4 Problem Statement 03

1.5 Objectives of the Study 03

1.6 Significance 04

1.7 Scope of the report 04

1.8 Sources and method 04

1.9 Data Collection 05

1.10 Limitation 05

Chapter 2: the Organization Overview


2.1 History of Bata ltd 06

2.2 Evolution 06

2.3 08

2.4 Company perspective 10

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2.5 Bata Bangladesh 10

2.6 Brand value 12

2.7 Bata companies Commitment 13

2.8 Mission 13

2.9 Vision 14

2.10 Objectives 14

2.11 Success factor 14

2.12 Qualitative Factors of Bata 14

2.13 Organization Structure 15

2.14 Departments of Bata 15

2.15 Environmental Analysis 16

2.16 External Environment 18

2.17 Capability 18

2.18 Core competency 21

2.19 Five forces analysis: 22

2.20 S.W.O.T. ANALYSIS 22

2.21 4 Ps of Bata 22

2.22 Product Line 23

2.23 Distribution system of Bara Company Ltd 24

2.24 Bata Bangladesh Ltd’s Market Share 26

2.25 Product profile 26

Chapter 3: Marketing analysis and segmentation

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SL No. Particulars Page No.3.1 Market Segmentation According to the Market 34

3.2 Customer Relationship Management of Bata Company Ltd 34

3.3 Marketing Setup 34

3.4 Advertising and Sales Promotion 35

3.5 Point of Sales (POS) Management Information System 36

3.6 Customer Service 37

3.7 Quality Control and Repairs 37

3.8 Market Segmentation 37

3.9 Market leadership 38

3.10 Literature Review about Customer Satisfaction 39

Chapter 4: Formation of the report


4.1 Population 44

4.2 Sample Elements 44

4.3 Sample Size 44

4.4 Sampling Technique 44

4.5 Data Collection 45

4.6 Data Analysis 45

4.7 Hypothesis Development 46

4.8 Hypothesis Testing 47

Chapter 5:Concluding part

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5.1 5.1Discuss of the Findings 56

5.2 5.2 Recommendation 57

5.3 5.3Conclusion 58

5.4 5.4Reference 59

Appendix 60

List of Figure


Fig1: Management hierarchical order 16

Fig2: Management Hierarchy 17

Fig 3: Market share of Bata 29

Fig 4: Logos of the product. 32

Fig 5: Demographic Market Segmentation 38

Fig 6: Graphical representation of respond of H1. 48

Fig 7: Graphical representation of respond of H2. 49

Fig 8: Fig: Graphical representation of respond of H3. 50





List of Table

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Table 1: Batas network10

Table 2: Board of Director. 16

Table3: Name of the Department 18

Table 4: Price range of Bata. 25

Table 5: Category of sample size.45

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Executive Summary

Bata Shoe Company (Bangladesh) Limited is the largest footwear manufacturer and the most

recognizable footwear brand in Bangladesh. The company also possesses the largest

distribution network in the country controlling the largest market share in the footwear

market. Bata is a trusted name in shoe market all around the world. Bata Shoe Company

(Bangladesh) Ltd. is one of the leading shoe retailers in our country. Today the Bata Shoe

Organization is a sprawling geo-centric company encompassing operations in more than 70

countries around the world and is managed by 4 Meaningful Business Units (MBU) across 5

continents. Bata is playing a pivotal role in developing the leather industry of the country.

Bata companies offer their customers fresh, fashionable footwear and accessories, designed

specifically for the needs of the local market. Their shoes are always well made from quality

materials.

Bata is deemed as well-known in terms of shoe brand and has been in Bangladesh market for

over many years. But with the time of modernization the customer choice is changing. But at

the present time when I prepared this report I found that the product and service quality is not

up to the mark. So the customer become dissatisfied and also switches the brand. Customers

are the main element of a business organization .If the organization cannot meet the demand

of the customer then they lose their customer. The company need to focus about the customer

satisfaction level .I found that maintaining customer demand it retain valuable customers for

the company as well as generate revenue and increase company’s profitability I talked with

the loyal and the switching customer of Bata to explore why they switch the brand. I found

out that it occurs because of product quality price, durability is continuously going down In

our report I will try to show you why the customers are dissatisfied in accordance Bata’s

product and service quality, durability and variation of product. Here I mention major

problem is that “Product quality, variation and the pricing system of Bata is not up to the

mark.” From that I will try to find out what is the symptom for that. In the introduction part

focused on basic concept about the study, Objective of the report and limitations of the report

also have been discussed. The main objective of the study is to provide a brief picture

regarding the satisfaction level of the customers according to the product price, quality and

durability of Bata in practical field.I can be able to understand about the marketing strategies

and branding strategies of BATA, the brand equity dimension, the customer value dimension,

and the buyer’s decision concerning footwear in international brand and among all determine

the customer satisfaction level. The limitations have been time limit, confidentiality etc. I also

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discussed the origin of my report. I also explained the objective of my study and the scope of

my report. I have also explained the methodology regarding this report. Both primary and

secondary data and information have been used in preparing this report. Then I represent an

overview on Bata Company Ltd. In this section a brief picture of the company is given. This

chapter includes mission, vision & Values, Management structure, corporate culture, products

& services. Finally this chapter ends with a SWOT analysis and porter five forces analysis,

4ps, also. At the end to determine the satisfaction level I develop seven hypotheses. I take 30

people as my sample size from different demography. I take sample size 30 because of doing

t-test. I develop the questioner using likert scale .I met with the regular and some loyal

customer to ask some question and they fill up the questioner I made. This is the way I

collected the primary source of information.I have Used Probability Sampling in my report

because I do not want to do any kind of compromise in my research.

Stratified random sampling use in my report.As instrument, I used Valid Questionnaire and

Software. The questionnaire is a key to obtain a good survey result. Here, in my report I used

structured questions. After collecting all the data I go for the data analysis part. I did the data

analysis by MS-XL.in data calculation there have a less chance of error because I used MS-XL

as the data analysis tools.Different sorts of pie diagram, bar charts and other related graphs

will be provided in this section.Best on the result I gave the finding.For the customers I select

quantitative research. I used Subjective interpretation and statistical analysis for quantitative

research.

At the end I have conclude my report. For the particular problem I identified, I give the

appropriate recommendation. By following the recommendation it is possible to overcome

the problem regarding the customer satisfaction. By completion of this report I found myself

I have the knowledge as well as theoretical terms. As a student of Marketing it was a great

opportunity for me to determine the customer satisfaction level. I can also have the idea about

the corporate social responsibility .By this I can also determine the customer relationship

management, customer service level.

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