Analyzing the impact of distribution and sales strategies for sustainable brand growth & market penetration: insights from Transcom Beverages Limited

Abstract

The main purpose of this report is the accomplishment of my under-graduation degree. As my major in the university is Marketing & I am also doing the internship with the sales strategy team of the Marketing Department of TBL, it would be really useful for me to demonstrate the impact of sales strategy & distribution & Its impact on brand growth in my report. Hence, reflection of both my academic & professional learnings will be included in this report. There are mainly three chapters in this report. The first chapter consists of information regarding me & the journey of my internship. Second chapter includes the required organizational information & insights & lastly in the third chapter, it portrays the project part of the report which is mainly the marketing analysis of the company. The first chapter of the report demonstrates the information regarding internship. My internship organization was Transcom Beverages Limited where I have accomplished multiple tasks in the last 3 months. All of my assigned tasks along with the limitations & recommendations are listed in chapter 1. Chapter 2 consists of all the required organizational information. After the company overview, the duties of respective departments like Human Resources, Marketing, Finance, Accounting & IT along with their practices are given there. Their core tasks were critically analyzed for evaluating their performances in the company's overall performance. Also, how TBL is coping up with the rapid changes of this industry & still managing to be the market leader are analyzed in this chapter. Lastly, recommendations on required improvements are also provided in this chapter. Finally, the last chapter which is chapter 3 includes the project part of the report. In this part, the analysis of sales strategies along with the distribution were portrayed. As the company offers a total 37SKUs in 4 different types of beverages, the analysis of which SKUs are performing well & which among them need more improvements in different areas are significant to tailoring sales & distribution strategies. The analysis was done for 22 different areas of the country but due to the confidentiality policy, analysis of 2 areas were portrayed in this part. Lastly, limitations of

the company's performances followed by the recommendations are provided in the last. Through this internship opportunity, I got the golden chance to implement my academic knowledge in the real-life corporate world & finally have a clear vision or roadmap towards my upcoming professional journey.