PUBLIC

POLICY
ANALYSIS

RESEARCH
PROJECT
(REPORT)

Maryam Kayani (28514)

BS PUBLIC ADMINISTRATION (4TH SEMESTER)
 PUBLIC POLICY ANALYSIS
RESEARCH PROJECT – REPORT
(Critical Analysis of Institutions)

 INTRODUCTION

a. Introduction (Company)
In the Moravian town of Zln, Austria-Hungary (now in the Czech Republic), Tomás Bata, his
brother Antonin, and his sister Anna, whose family had been a cobbler for generations,
established the T. & A. Bata Shoe Company on September 21, 1894. The business had ten
full-time employees who had set work schedules and received a consistent weekly salary.
Its headquarters are in Lausanne, Switzerland, and it is an international producer and retailer
of shoes, clothes, and fashion accessories of Moravian (Czech) descent.
With an annual sales volume of 150 million pairs of shoes, the company is among the top shoe
manufacturers in the world. It has approximately 5,300 retail locations spread throughout
more than 70 nations on five continents, as well as 21 production plants in 18 nations. Over
32,000 individual’s worldwide work for Bata.
Three business segments make up the corporation, which has been family-owned for more
than 125 years:

 Bata.
 Bata Industrials (safety shoes).
 AW Lab (sports style).
With over 20 brands and labels under its belt, Bata is a portfolio firm, including:

 Bata.
 North Star.
 Power.
 Bubble-gummers.
 Weinbrenner.
 Sandak.
 Toughees.
In Pakistan, Since 1942 Bata Pakistan has been rendering its services to its valued customers
by offering quality products. It was incorporated in Pakistan as Bata Shoe Company (Pakistan)
Limited in 1951 and went public to become Bata Pakistan Limited in the year 1979. Since its
inception, the company has not only maintained a good reputation of manufacturing high
quality footwear for all segments but has also been designing shoes in accordance with the
changing fashions and trends.
Bata Pakistan is serving its valued customers through a strong retail network comprising of
more than 500 retail outlets, 200 registered wholesale dealers, 10 sales offices, 9 distributers
& 5 wholesaler across the country.
Besides catering local market, Bata Pakistan also shows its presence in an international
footwear market through its export department which is constantly exploring new potential
market in order to earn foreign exchange.
Being a multinational company Bata Pakistan has played a vital role in the economic progress
of Pakistan. It has introduced sophisticated technology and business skills to the country and
provided direct and indirect employment to about 10,000 people. Along with its own
manufacturing capacity Bata Pakistan is also outsourcing its products nationally and
internationally to meet the demands of its valued customers.
As the Corporate social responsibility is an integral part of every business and Bata Pakistan
fulfils its CSR by patronizing various charitable organizations and also takes part in
rehabilitation of society during the natural disasters.
Moreover Bata Pakistan is also operating an international program under the name of Bata
Children program, which aims to create a brighter future for the children of the community
in which we operate. Under this program Bata Pakistan encourages and supports under
privileged children by providing shoes, donations and also arranging different healthy
activities for them which add values in their lives.

b. Introduction (Interviewee)
Muhammad Arif, is the current manager of an outlet of Bata Shoes which is present in F6
Markaz, Islamabad. He was recruited as an employee but as years passed he got promoted to
the position of a branch manager. He has been serving in Bata as an employee from the last
20 years.

 EXISTING PROBLEMS.
Following are the existing problems within Bata.
i. Employee turn-over – due to fixed salaries.
ii. Losing customers because of not have a bridal range.
iii. No variety of other accessories except shoes.
iv. No concept of candidate pool.

 OBJECTIVES OF EVALUATION.
The vision and mission of this franchise is to:
a. Vision
To grow as a dynamic, innovative and market driven domestic manufacturer and distributor,
with footwear as our core business, while maintaining a commitment to the country, culture
and environment in which we operate.
b. Mission
To be successful as the most dynamic, flexible and market responsive organization, with
footwear as its core business.
So, in the light of their vision and mission the basic objectives of my evaluation is based on
three questions which are:
 o Have they achieved the goal of being a “market driven manufacturer and distributor”?
o Is this foot-wear flexible?
o How well of a positive impact they have created in the market?
o To measure impact of marketing Expenditure on sales of Bata.
o To measure impact of Human Resource Expenditure on sales of Bata.
o To measure impact of Corporate Social responsibility (CSR) Expenditure on sales of
Bata.
o To measure overall impact of Marketing, Human Resource and Corporate Social
Responsibility (CSR) expenditure on sales of Bata.
o To analyse market structure.
o To analyse cost structure.
o To forecast sales.

 METHODOLOGY ADOPTED.
The methodology I adopted contained analysis in the form of open-ended questions that were
given to the interviewee.

 LITERARY REVIEW.
Customer determine that how well the brands are performing and making hype in the market,
what products portfolio carried by the organizations, and how they are offering their brands
and products in the market. It is important to understand that what customer is thinking
before the purchase decision has been made for the leather footwear. To study the customer
insights allows organization to work more focused on the target group and market to get the
desired return on investment.
1. Mittala, K. (2011) - Researched that in the leather footwear advertisement is very
much scare, as in this area few researches have been done in the past. Although there
is much availability of descriptive work that is available, however it is difficult to trace
and find out the most relevant variable along with the concerned issue in the leather
industry of Pakistan.
2. Stephen. (2016) - Organizing of different trade shows, exhibitions, activities would be
very beneficial for the leather footwear manufacturer. Such type of activities may help
to manufacturer to overcome the marketing challenges and in the long term
maintaining and developing the leather footwear industry.
3. Matti. S. & Linnea. P. (2006) - Promotional campaigns are designed accordingly with
the need and wants to market. Retailer have to participate in the promotional
campaigns that have planned by the organization also in terms of certain contribution
in the marketing and advertising expenses. In the last decade, developments and
 innovation in the Information Communication Technology, has been enabled people
and different communities across the globe to communicate. Improved availability of
public networks and easy accessible communication means also enable and
accelerated the globalization.
4. Stokes, D.R. (2000) - Researched that the value chain analysis and the costing of each
actor in the manufacturing and marketing is the key and basis for the organization to
survive and compete in the market.
5. Malhorta, N.K. and Birks, D.F.C. (2006) - Researched that Pakistan leather sector has
been suffered due to high cost of utilities, high cost of input raw material and high
labour cost, while there is also a lack of technological advancement, innovated high
tech machineries and infrastructure. While looking at the Indian leather industry, it
has the strong and efficient supply of raw material.

 SWOT ANALYSIS.

a. Strengths.

1) Cow leather – one of the most comfy leather to wear.

2) 20% on all online brought products.
3) Exceptional customer service – Five feet formula.
4) Sources to generate additional capital – Tracksuits, sports etc.
5) Employee satisfaction.

b. Weaknesses.

1) Bridal shoe-wear needs to be improved.

2) No variety of wallets.
3) Collection for flat-feet (limited sizes)
4) Upper of shoe gets damaged easily.
5) Size issues while purchasing online.

c. Opportunities.

1) Introducing updated flat-feet range.

2) Launch bridal shoe-wear range.
3) Adding more to female style.
4) Customized foot-wear.
 5) Introducing variety in other accessories e.g. wallets.
6) Launching female accessories as well.

d. Threats.

1) Fear of business turn over due to competitors like Ndure.

2) Replacement of old employees with new ones as their training is costly.
3) Under-staffed.
4) Employee turn-over.
5) Hacking threats of online website.

 DISCUSSION & POLICY RECOMMENDATIONS.

a. Discussions.
In the light of the above analysis employees as well as the manager were every much satisfied
with their quality of product, customer satisfaction level, happiness of employees etc.
Now, I will be suggesting some policy recommendations w.r.t the threats and weaknesses
mentioned during the S.W.O.T Analysis.

b. Policy Recommendations.

1) Collaboration with an online store – It means that if it lacks in anything it can

collaborate with the concerning shop. For example, if Bata wants to offer variety in
valets it should collaborate with a store offering wide variety of wallets.
2) Government help for a safe and secure online website – Their website must be
verified and protected by the government to provide a safe and secure experience to
its customers.
3) Giving bonuses to employees to ensure their retainment – As their training is highly
costly so to ensure employee retainment, they must give them performance or
punctuality based bonuses, appreciating their sincere efforts and hard work for the
company.
4) Hiring interns – is less costly if you already have trained replacement in the candidate
pool.

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