Marketing Strategies for Export and Local Market of Footwear in Bangladesh

The Footwear Industry in Bangladesh is at its early stage of development. 'there was no mechanized Footwear Industry in the country until early 1900's and the footwear manufacturing was limited to cottage and family level small factories. The first mechanized industry, Bata Shoe Co. (Bangladesh) Ltd., a multinational enterprise, carte into being in the then East Pakistan in 1962. Followed by Eastern Progressive Shot industries (LPSI) and Bengal Leather which used to produce mainly for domestic supply. Indeed, the shoe industry started featuring in Bangladesh in 1990 with the introduction of encouraging government policy measures of granting fiscal and financial incentives for production of leather footwear in the country for export. There has been a rapid growth in footwear production capacity. Both complete leather shoes and sports shoes manufacturing for export during last decade. 'there arc now about 42 mechanized, and over 4.500 non-mechanized small and cottage level units in Bangladesh producing various types of footwear for both domestic market and export. Most of the mechanized units are export oriented.

Global trade in leather sector is around US $ 65 billion yearly. Bangladesh share only 0.60 % (US $ 390 million) while is by improving finished leather output say by 20% additionally the export in leather trade is expected to be within the region of US $ 500 million. This means, the potentials in the leather sector is enormous. But the concentration of the tanneries in Hazaribagh location is certainly and hole up in further improving the tannery operation at large.

The export earnings from leather products have increased significantly. Footwear sector has the potentiality of earning a huge amount of foreign exchange to develop our country economy as well. Globalization has made the market competitive .Nevertheless, availability of raw materials; lowest labor can draw extra advantages for Bangladesh footwear export. With the arrangements of quality raw materials, well trained workforce in management, marketing toward global aspect, pollution free separate leather state, common facility center for SME, leather board and leather research institute are the factors to get the highest feedback from this sector.

Bangladesh needs entrepreneurs for this developing sector. It is a fact that lack of expert is a unique problem for this sector. On the other hand, B.Sc in footwear technology, the new subject and the first addition in Bangladesh College of Leather Technology may be the possible solution to get a way to develop the sector in a significant way.


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