Repositioning Strategy of Transcend Pen Drive an Empirical.

Abstract

Now day a pen drive has become one of the most necessary item to have whether to a student or an executive. Transcend, a global company with offices around the world, has launched their pen drive in Bangladesh in 2000. In Bangladesh Transcend is the most popular brand since the beginning of IT market. But along with competition Transcend has faced decline in their sales volume over the years. The purpose of the study was to identify and describe the most significant factors Transcend used for its market positioning to see the reason why the sale is falling. a set of hypothesis were developed and tested in a study amongst forty respondents from East West University. The roles of four important factors that are product, place, price and promotion are validated in this study. This study used empirical data from an exploratory study designed to investigate the strategy transcend used to position in their pen drive in the market. And i tried to find out whether the positioning strategy was successful or not, and to understand what measures should be taken to reposition the product.