Today, the Bata brand in Indonesia has truly come a long way. What used to be a household name for school shoes with the tagline “Back to School,” has gone on to serve different segments of the market. This includes other brands such as Marie Claire, Comfit, Power, Bubblegummers, North Star, Bata is, undeniably, a leading footwear and marketer in the nation. It operates a retail chain of 435 stores all over the country, consisting of Family and City Stores. Each of the Bata retail stores differs from the