Why Bata Sells Shoes in Africa

In many forums discussing the continent of Africa, I have heard the sensible claim that this is still a continent where a number of adult people die well before they have ever worn their first pair of new or any shoes. and yet for the large number of African children who attend primary school, the one name that is synonymous with and most recognizable brand is Bata. There's no doubt that this is one of the most ubiquitous companies in the main cities of the African continent.

Ian Austen reports on the passing on of Thomas Bata, the founder's son who was the Chief Executive has passed on. The story states that the corporation that makes nearly 300 million pairs of shoes annually was indeed run by this "shoemaker for the world". As most firms find out in Africa, the continent is a difficult terrain for business but Thomas Bata's statement declaring that the expansion into Africa was motivated by the desired to sell shoes is clearer than many state. All I am certain of is that he found reasonable returns for his efforts selling shoes to a continent with an uncomfortably large number of the world's unshod.