Bata Company's Global Expansion Strategy
Added on 2020-03-04
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1International Strategy: Feasibility studyName of StudentName of UniversityName of TutorCourse Name and CodeDate
2The Bata CompanyExecutive SummaryThe Bata Company was started in 1990 and officially opened in December 1990. It is a companyowned by five shareholders who have a great passion for entrepreneurship. It mainly deals with manufacturing of shoes, leather bags, clothes, belts among others. The firm is located in Nairobi industrial area. The firm has also opened its sales outlets in many parts of the country especially in medium and big towns. The company buys its raw material, which is mainly animal skins and they turn them into useful materials. Currently, the Company has 3000 lead by the CEO employees spread across all the branches all over the country. Concerning technology, the firm has endeavored to acquire the latest equipment and machines in order to ease its operations. At this point, it is also important to note the importance of venturing into the global market. The Company therefore keen to globally make its products available and get hold of more customers both locally and internationally [ CITATION Tal17 \l 1033 ]. The firm has widened its base and its operations should, therefore, be felt outside the country since their satisfaction rate has risen to a tremendous level due to their endeavor to manufacture quality products compared to their competitors in the region. One thing that has made this firm to keep a positive track is the availability of raw materials. It is important to note that the raw materials are derived from a number of animal skins and depends on the type and quality of material that is supposed to be made.
3IntroductionWhen a firm takes its operations beyond local borders, we say the company has gone global. In this case, its services and products aim the international market. The global operation offers a wide market and consequently will come with benefits and more profits would be realized. However, it comes with a lot of challenges and difficulties in the sense that certain qualifications must be met and several requirements should also be attained before thinking of taking the great step to move operations globally [ CITATION AKr05 \l 1033 ]. Global market captures many customers with varied tastes, therefore, it would give the firm an opportunity to come up with different types and styles of products to fit the needs of customers. The Company therefore keen to globally make its products available and get hold of more customers both locally and internationally. The firm has widened its base and its operations should, therefore, be felt outsidethe country since their satisfaction rate has risen to a tremendous level due to their endeavor to manufacture quality products compared to their competitors in the region. One thing that has made this firm to keep a positive track is the availability of raw materials [ CITATION Ked13 \l 1033].Importance of Global marketing Consequently, the quantity of production would have to increase to take care of the high demandand increased area of the market to serve. Apart from enjoying a wide market, the firm would be able to increase its sales volume. Venturing into the global market would make the firm acquire proper technological advances because a number of firms using varied technological skills wouldbe met [ CITATION San12 \l 1033 ]. It is important to note that technology can be copied and shared at the same time, therefore, The Bata Company apart from using its own technology, will be in a position to learn and benefit from new technologies which may assist their production positively.
4Operating internationally would enable the firm to make perfection since it will give them an opportunity to meet other serious competitors who may be having an established base and more advance in the kind of products they manufacture [ CITATION Chr14 \l 1033 ].As a matter of fact, it is important to meet competition that is challenging enough to you work extra hard to perfect your services and products. This can only be possible if your competitors are also strong to give you challenge that will make you change your approaches and tactics. The table below shows how Bata Company has competitively shares the market with its competitors in the last 5 years both locally and internationally.BataOther companies% share4020146044.4201555.64820165249.1201751.9Firm level approaches and strategiesThe firm employs different strategies to meet the demands and preferences of its customers in their local market. To ensure that there is a total satisfaction guaranteed, the firm uses sales persons to market its products. At the same time, it has opened distribution points so that its customers can easily find their products. The sales outlets are spread almost in all major and small towns. This ensures easy accessibility and comparison of the prices and quality of products. When the firm expands to the international market, there are some new approaches thatwill come into place are able to change the face of the firm at the same time allowing the firm to perfect its operations to satisfy the expectations of its customers [ CITATION Sus11 \l 1033 ]. The current approaches of the firm do not allow the firm to explore its full potential as they limit the operations to local markets only. With the expansion to foreign markets, the company would be able to interact with new ideas and challenges from a global perspective. These ideas are
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