Chapter- 1 (introduction)
1.1: Company overview:
On the basis of an exclusive Franchise for Bangladesh from Pepsico USA, TBL acquired threemodern bottling plants at Dhaka, Chittagong and Bogra from BBIL, Dhaka; EBIL, Chittagongand NBIL, Bogra; in March 2000. TBL manufactures the famous Pepsi range of beverages-Pepsi, 7up, Mirinda Orange, Mirinda Lemon, Slice and Soda. As a corporate citizen Pepsicobelieves it has a responsibility to contribute to the quality of life in our communities. TBL hasput into action this philosophy through support of social agencies, projects and programs and thescope of this support is extensive and it has not been difficult to blend with this philosophy sincethe TRANSCOM group also followed such a corporate ideology.
1.2 Objective of the study:
Marketing Mix(4 p¶s) Analysis and Competitors Evaluation´
• To find the business portfolio of Transcom Food & Beverage ltd.
• To know the marketing strategy of Transcom Food & Beverage ltd.
• To find the pricing Transcom Food & Beverage products.
• To find the Transcom Food & Beverage ltd.communication system.
• To find the product of Transcom Food & Beverage in last year
• To find the last year product performance of Transcom Food & Beverage ltd.
1.3 Limitations of the study:
In every research many work there is some limitations that the researcher faces while preparingdifferent activities. In the process of the research work, we also faced certain limitations thathampered the actual findings and analysis of our research work. Some of these notablelimitations can be identified are:
The topic is mainly focused on product marketing strategy of Transcom Food &Beverage Ltd. Transcom is a group of company. But here we emphasizing on TranscomFood & Beverage Ltd. So it seems to us as a limitation of the study.
They are very busy with their regular task. So, it becomes quite difficult for them to givetime to the outsiders. And also there are some rules and regulations so that we cannotenter to the head office. So, that we have to talk with their company officers,staffs,employes . That was a big limitation for us.
We got only 2-3 weeks to prepare this report. This could be a limitation of this study.
We had faced electricity problem which consumed our lot of time. It was a big limitation for us.
2.1: Sampling Plan:
The sampling procedure has been conducted on thedeliberate sampling method has used where the respondents and the interviewees.
In order to carry out the research work, the study was focused ontaking the interviews of the personnel involved in the Transcom Food & beverage ltd.
1. Number of respondents: 20
2. Age range: 20-40
3. Occupation: Student, housewife, service holder
4. Economic status: Higher, middle class, lower class.
5. Geographic location: Dhaka and outside dhaka.
2.2 Data Collection Techniques:
Unstructured and open-ended questionnaires (please see appendix) were asked to the differentpeople of different areas of Bangladesh to find whether they are satisfied with Products of Transcom Food & Beverage ltd or not.
When we visited the Gulshan office of Transcom Beverage that time we used our ownobservations to collect certain pieces of information about their product marketing strategy, newproduct performance as well as coming product of Transcom food & Beverage ltd.
Secondary information has collected by reviewing websites and some articles printed time totime and other relevant documents.
2.3: Sources of Data Collection:
The primary information is gathered through informal interviews of the employees...