Transcend Markeing Mix

The purpose of this marketing plan is to suggest Transcend to react with changing environmental factors, and offer all possible alternatives that the company can develop in the future.

In order to gain profit, company should consider micro and macro environment, and marketing strategy plan. There are a number of internal and external factors that can affect Transcend's performance such as organization, cultural, demographic, economic and technology. Moreover, 7ps can improve Transcend business and fix the problems which can occur in the market. Finally, the recommendation provide the future way for Transcend to stand firm in this market, and increase the value for the Transcend brand.

2. Introduction and Background

Transcend Information, Inc. is a Taiwanese company headquartered in Taipei, Taiwan. Transcend's product portfolio consists of over 2,000 devices including memory modules, flash memory cards, USB flash drives, digital audio players, Portable Media Players, portable hard drives, multimedia products, graphics cards and accessories (Transcend Company, 2010).

Transcend has authorized offices in the United States, Germany, the Netherlands, United Kingdom, Japan, Hong Kong, China, and South Korea. It was the first Taiwanese memory module manufacturer that received ISO 9001 certification and the first company in the world that offer a lifetime warranty on all of its memory modules. In 2007, Gartner reported that Transcend has been ranked as the world's third largest manufacturer of Flash Drive, with 8.7% global market share (Transcend Company, 2010). This essay will analyze the marketing environmental, and use SWOT and 7ps to analyze marketing strategies, finally will explore future opportunities and recommendation for improvement of Transcend's product and brand.

3. Marketing Environmental Analysis

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