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465Q1 Group Assignment
465Q1 Group Assignment
MKT465
Section 5
Group Assignment -1
Submitted to:
Sherina Idrish,
Lecturer, Department of Marketing and International Business,
School of Business and Economics,
North South University
Submitted by:
Md. Salehin Shahriar (122 0711 030)
Razi Uddin Ahmed (151 0893 030)
Rashad Rahman (151 7555 030)
Akib Jabad Washak (133 0971 030)
Shafin Inzam Babar (141 0461 030)
Md. Abdul Jabber(131004630)
Q1: Develop a Straddle Positioning for this SBU using a table mentioning the POPs and PODs for
this furniture SBU. Classify your POPs (category and competition) and justify your POD’s
(desirable, deliverable and differentiating).
Justification of PODs:
We have considered the 3Ds of PODS (Desirability, Deliverable, and Differentiating) while
listing the PODs.
1. Desirability:
According to the case study, it has been found from research that their prime target
market of young executives, entrepreneurs, and students highly demand modern and
contemporary furniture, that they can customize. As this is what they are striving to serve
by becoming a premium lifestyle brand that offers modern designs, their products are
highly desirable.
2. Deliverable:
Their parent company is Transcom, one of the leading companies in terms of growth in
our country. They are known for offering high quality products for over a century and
quarter. They have an unparalleled brand image and value. This suggests that their
concern in the furniture industry would share the same service ethics, which emphasized
their ability to deliver what they promised.
3. Differentiating:
All of Transcom’s competitors are focusing on other aspects of the market. For instance,
Otobi started from office furniture and now are moving towards household products
while Hatil is one of the top-of-the-mind names when it comes to home furniture.
However, Transcom’s goal to target the modern demographics, especially the soci-
economic class A and B, by becoming a lifestyle brand through elegant and
contemporary designs is unmatched. No one in the marketing scene is aiming to provide
customized furniture that the customers desire and that clearly differentiate Transwood
from its competitors.