Assessment of the trade marketing approach and competitor’s analysis of Transcom Beverages Limited for Bangladesh Beverage Market

Abstract

This paper contains the brief overview of the Transcom Beverages Limited, student’s internship experience, and a detailed research study on TBL’s trade marketing strategies and competitive positioning within the Bangladeshi beverage market. The research aimed to analyze how TBL’s marketing strategies contribute to its market position and assess the competitive dynamics impacting its success. The study revealed that TBL’s effective trade promotions and strategic market positioning have successfully elevated PepsiCo brands within the market. However, challenges such as trade promotion management and limited local branding efforts were identified. The research employed a combination of surveys and competitive analysis to evaluate TBL's performance. The findings indicate that TBL is effectively leveraging trade marketing strategies to enhance its market share and brand visibility. Despite facing competitive pressures, TBL’s approach has positioned it favorably in the market. Recommendations for improvement include optimizing trade promotion management, enhancing local branding, and utilizing consumer insights to sustain and grow market presence.