PEN DRIVE

PROJECT REPORT ON

TRANSCEND PEN DRIVE

SUBMITTED TO

PROF. KAVITA SHETTY

SUBMITTED BY

Sr. No Name MBA ROLL NO.

1. Namrata somani Retail 20
2. Arpita Shetty Retail 05
3. Vaibhav Mane Retail 35
4. Urvish Patel Core 163
5. Surendra Purohit Core 178

AS PER DEPARTMENT OF BUSINESS MANAGEMENT

DR. D.Y. PATIL INSTITUTE OF MANAGEMENT STUDIES

C.B.D. BELAPUR SECTOR 4, NAVI MUMBAI

 CERTIFICATE

This is to certify that the requirement for the project synopsis entitled “TRANSCEND
PEN DRIVE” successfully completed during the academic year 2008-09 by the
following students (FY.MBA: 4C)

Sr. No Name MBA ROLL NO. SIGNATURE

1. Namrata Retail 20
somani
2. Arpita Shetty Retail 05
3. Vaibhav Mane Retail 35
4. Urvish Patel Core 163
5. Surendra Core 178
Purohit

Head of Department Internal guide

(PROF. KRISHNA SHETTY) (PROF. KAVITA SHETTY)

 ACKNOWLEDGEMENT

It gives us a great pleasure while submitting this project on the topic “TRANSCEND PEN
DRIVE”

We thank Prof. KAVITA SHETTY for guiding us throughout this project work. And we also
thank her for motivating us in different ways and enabling us. She has been the
tremendous helping hand in completing this difficult task had an easy or any time access
to such knowledgeable and guiding spirit.

We feel there is ample scope of improvement upon the work of this nature and shall be
thankful if any suggestion is offered for its improvement.

We express our deep gratitude towards our family members, who helped us in giving a
final shape and structure to this project work.

We are also thankful to all those seen and unseen hands, which have been of direct or
indirect help in completion of this project work.

Last but not the least we are also thankful to our colleagues who has helped us a lot to
complete our project successfully, without their support and helping hand this project
wouldn’t have been so fruitful.
TABLE OF CONTENTS:
OVERVIEW OF TRANSCEND:

Transcend Information. Inc. was founded in 1988 by Mr. Peter Shu and has its
headquarters in Taipei, Taiwan. Their extensive product portfolio has grown to include
over 2,000 memory modules of every type, flash memory cards, USB pen drives, MP3
players, digital photo frames, portable HDDs, multimedia products and accessories.
Transcend products are available for proprietary equipment, as well as for mass
marketed PCs.

Transcend is a global company with offices around the world, thus they are able to
serve all the major markets and provide superior quality of service to their customers.
Their overseas offices were opened in California, USA (1990), Germany (1992), The
Netherlands (1996), Japan (1997), Hong Kong (2000), China (2000), UK (2005),
Maryland, USA (2005) and Osaka, Japan (2007). Transcend is a strategically integrated
Hi-Tech company, they not only do design, develop, and manufacture their branded
products, but also market and sell their own devices. Transcend has a very successful
retail store chain in Taiwan and after they launched their initial foray into e-commerce in
May 2000 their on-line sales have grown exponentially.

Transcend has always been a customer driven company, they focus their efforts on
providing the highest quality products with attentive after sales service and support, that
ensures total customer satisfaction. The corporate culture that exists within Transcend
is one of professionalism and teamwork. As a declaration of their commitment to quality
they implemented the Total Quality Control concept throughout the company, and
became the first memory module manufacturer in Taiwan and the second in the world to
receive ISO 9001 Certification. Transcend’s Advanced R&D Teams have over 19 years
of experience in developing quality state-of-the-art Hi-Tech products that are at the very
cutting edge of technology. Their commitment to R&D ensures that they will continue to
produce superior quality innovative products.
As a company Transcend can best be described as, a World-Class leader in the field of
memory and consumer electronics, which brings us tomorrow’s World, today.

HISTORY:

1989- MANUFACTURED 1ST MEMORY PRODUCT FOR LASER PRINTER

1991- LAUNCHED DESKTOP AND NOTEBOOK MEMORY PRODUTS

1996- LAUNCHED FAX MACHINE AND VIDEO GAME MEMORY PRODUCTS

1997- AWARDED ISO-9001 CERTIFICATION

1998 - NATIONAL AWARD FOR SMALL AND MEDIUM ENTERPRISES

2001- IPO ON THE TAIPEI STOCK EXCHANGE

2002- LAUNCHED PEN DRIVES

2005- LAUNCHED T. SONIC MP3 PLAYERS

2007- HONOURED AS ONE OF TAIWANS TOP 20 GLOBAL BRANDS

Philosophy - Foundation & Structure for Success:

A company’s philosophy provides the foundation and structure that establishes the
fundamental direction and practices that lead to success. Transcend’s philosophy,
initially established by management, has been embraced throughout the firm, leading to
their success and satisfaction in the products they produce and the service they
provide. The core values of Transcend are based on four guiding principles:

 Highest Quality
 Outstanding Customer Service
 Highly Effective Business Operation
 Win-Win Philosophy

Highest Quality
High quality can be seen in Transcend’s operations - hiring top specialists, using the
highest standards of testing, and treating their customers with courtesy at all times. To
assure Highest Quality Transcend has integrated Total Quality Control (TQC)
procedures throughout the company. Standardized protocols regulate all employees
and company operations and business planning methods. These protocols are
periodically evaluated for improvement, while auditing ensures that all employees
remain in compliance. Transcend’s success proves the value of quality management in
their business practices.

Outstanding Customer Service

In line with their customer focused approach, Transcend is distinguished by a
commitment to deliver flawless service and to exceed customer expectations. The
integrity, commitment, and solid reputation of Transcend are key to their outstanding
customer service. To give them the tools necessary to gauge customer satisfaction,
customers can provide feedback and/or complete a customer service survey via their
website. Communication methods also include e-mail, telephone, fax, and mail. If a
concern is technical in nature, Transcend’s computerized technical support system and
technical support specialists are available throughout the world. When a customer
needs help, Transcend is always available.

Highly Effective Business Operation

Transcend’s business structure is inherently dynamic, continually adopting new
techniques and approaches to work more effectively. The key to improve the business
operation is to find new ways to create value in their products and services by exploring
new markets, embracing new technologies, and expanding their range of products. As a
highly focused service and technology company, Transcend can respond swiftly to the
market’s changing needs. Through Transcend’s goal of continuous improvement at
every level, the company approaches its business relationships with dedicated
professionalism.

WIN-WIN
This philosophy, envisioned by Mr. Peter Shu, is the underlying foundation for the
success experienced by Transcend.

Awards and achievements:

  In 2008 award ceremony took place at the Taipei International Conference
Center on September 3rd, where Transcend had the honor of receiving the 2007
International Trade Award for achieving the second highest export growth in
Russia.

 Since its founding in 1988, Transcend has made brand image its number one
priority by consistently focusing on its own-brand business. With superior product
quality and excellent customer service, Transcend maintains a vast, loyal customer
base.

 In Business Week magazine’s 2008 InfoTech 100, a list of the world’s top 100
technology companies, Transcend currently ranks a respectable No. 62 overall,
and No. 7 in the semiconductor industry.

 Transcend is honored to receive ten prestigious marks of Good Design from the
renowned 2008 Taiwan Good Design Award competition.

 In 2008, Transcend`s winning products include the Jet Flash V85 USB flash drive,
Jet Flash V95 USB flash drive, T.sonic™ 320 MP3 Player, T.sonic™ 650 MP3
Player, T.sonic™ 840 MP3 Player, T.sonic™ 850 MP3 Player, Store Jet™ 25C hard
drive, Store Jet™ 25M hard drive.
  In 2008, Transcend clearly stood out above the competition, receiving a total of ten
``Good Design`` marks for its products.

PRODUCTS:

1. Memory Products

2. Flash Cards

3. USB Flash Drives

4. Accessories

5. Portable Devices

6. Multimedia Products

WHAT IS PEN DRIVE???

Sometimes referred to as a jumpdrive the pen drive is a portable USB flash memory
device that can be used to quickly transfer audio, video, and data files from the hard
drive of one computer to another. With a construction that is small enough to fit into a
pocket, the pen drive derives its name from the fact that many of these USB drive
devices resemble a small pen or pencil in size and shape.
The first flash drive was manufactured by M-systems under contract with IBM. It came
in various sizes: 8 MB, 16 MB, 32 MB and 64 MB.

Features

Fully compatible with Hi-Speed USB 2.0

 Easy Plug and Play installation.

USB powered and No external power or battery needed

Compatible with Windows Vista and supports Windows ReadyBoost,

which can accelerate program running speed, as well as increase
memory performance.

Types of transcend pen drive:

Hi-Speed Series: Perfect design for performance-demanding users.

JetFlash®185 USB Flash Drive

JetFlash®185 is a Zinc Alloy body USB Flash Drive.

JetFlash®130 USB Flash Drive

Comes with two extra caps, the JetFlash®130 is a Hi-Speed USB Flash
Drive that combines performance and style in a device.
JetFlash®168 USB Flash Drive
JetFlash®168's unique design fuses modern cutting edge
technology with beautiful, traditional Chinese decoration.

JetFlash®160 USB Flash Drive

The JetFlash®160, enables to Transfer Data at Hi-Speeds,

Store huge amounts of information and securely save.

JetFlashR150
Innovative design makes the JetFlashR150 small enough to fit on a key
chain.

JetFlash®110

Designed to carry around and provides more flexibility for

use with USB peripheral devices.

JetFlash®2A
Designed to expedite the exchange of huge amounts of data.
V-series:Perfect design for value-driven users.

JetFlashRV95 Classic/Deluxe
with its huge memory capacity, lustrous chrome casing accented
with deep-gloss lacquer and a genuine Swarovski crystal, the
JetFlash V95 gracefully combines contemporary fashion with
cutting-edge technology.

JetFlash®V90 Pizazz
JetFlash V90 Pizazz's shiny metal body and stylish ultra-compact
design create a unique expression of personal style.

JetFlash® V33 USB Flash drive

The pure white color scheme and ultra-compact body make JetFlash®
V33 a new standard in value.
 JetFlashRV35
The new line of tiny multicolored USB flash drives – JetFlashRV35.
These attractive little drives come in a variety of fun translucent
colors.

JetFlashRV85
JetFlashRV85 amazing in convenience and elegant in design.

JetFlash®V90C
JetFlash® V90 "Classic" keychain USB flash drive features a distinctive
metallic swirl pattern that appears to move when light catches it at
different angles.

JetFlash®V90
JetFlash®V90 with a capacity of 2GB. Inspired by fashion accessories, the
stylish metal body with a genuine mother-of-pearl makes JetFlash®V90 a
trendy device.

JetFlash®V10
JetFlash®V10’s special capless design uses a sliding USB, which protects
the connector from damage when not in use.
JetFlash®V60
"More Value, More Colors, More Fun!" Store your digital world on a bright
and colorful JetFlash®V60

JetFlashRV30
JetFlashRV30 is the thin drive that's bursting with value.

JetFlash®V20
Hassle-free data storage with best price-to-performance value

T- SERIES

Perfect replacements for floppy disk/CD/DVD.

JetFlash T3 is a ultra-tiny USB flash drive. It can be used as a mobile phone
dongle or a keychain accessory, and can be stored safely in a wallet
without risk of compression damage.

JETFLASH?T5

An ultra-tiny design with eye-catching two-tone color schemes and

intricate hexagon pattern give the T5 a unique fashion accessory look.

SECURITY SERVICE
JetFlashR220 Fingerprint USB Flash Drive
The new fingerprint USB flash drive – JetFlashR220 combines elegance and
functionality with an attractive rotating cover that will never get lost.

JetFlash®210 Fingerprint USB Flash Drive

JetFlash®210 with fingerprint scanner puts all your passwords on the tip
of your finger
 Survey report

We did two surveys:

 Retailers
 customers

Retailers:

Sample size-30

Areas covered- Navi Mumbai, Dombivali, Kalyan, Bandra and Andheri.

OBJECTIVES:

To find out fastest moving pen drive.

To find out for which unique feature does Transcend sell.

Below are our findings:

Customers:
Sample size: 50

Areas covered: Navi Mumbai, Dombivali, Kalyan, Bandra and Andheri.

OBJECTIVES:
To find out most preferred brand.

To find out substitute for pen drive.

PREFERABLE BRAND

9%

15%
TRANSCEND
40%
KINGSTON

I-BALL

OTHERS

36%
Competitors of Transcend pen drive.

As per the survey that we had conducted we came to know

that in the market there are competitors like, Kingston, I-Boll,
Sandisk, Sony and others.

Transcend is a highly professional and innovative company that is

committed to total customer satisfaction. Their extensive
technical expertise and global resources ensure that they are well
prepared to meet all potential challenges and achieve
excellence by ''Exceeding Your Expectations.'' Transcend
intends to grow their external partnerships, by incorporating
these values . Their brilliantly skilled and experienced R&D teams,
highly qualified experts, key partnerships with industry leaders,
state-of-the-art manufacturing facilities, absolute quality control
and ample production capacity will ensure to receive the very
best service. Their exceptional expertise and substantial
resources will provide customers with the very highest quality of
products and services.

The major competitor is Kingston, one of the international co.

come into existence in 1987. Transcend came into the market in
1988. That means they are competiting each other from their
birth. Every one trying to prove itself as best brand.

Still the competition between them which is advantage to

customer as they are trying to provide variety of product with
distinct features. Both the companies are pioneer in the superior
quality, stability, reliability, expertise, warranty.

PRICE COMPARISON OF PEN DRIVES

BRANDS Transcend Kingston

Price (Rs.) Price (Rs.)

GB
1GB 200 299
2GB 300 399
4GB 500 699
8GB 1200 1450
16 GB 3000 3200
32 GB 5900 N/A
64 GB 9500 N/A
 COMPARISON OF Transcend v/s Kingston

Transcend Kingston
Products 1 GB – 64 GB 1 GB – 16 GB
Price Less Expensive Costly
Warranty 2 Years 5 Years
Mostly Preferable By Students Professionals
Certification To Co. ISO 9001 ISO 9001

ISO 14001: 2004

Availability Easily Available In Selected Shops

200
180
160
140
120
100
80
60
40
20
0
1GB 2GB 4GB 8GB 16GB 32GB 64GB

DEMAND 70 150 80 60 28 20 10
SUPPLY 100 200 100 100 30 25 20
 15%
27%

kingston
transcend
23% I ball
others

35%

18%

40% kingston
transcend
20% I ball
others

22%
swot analysis tells us about the products
positive and negatives. Swot helps us to
predict the future by studying the past of the
market and the product. It tells us about the
strength, weaknesses, opportunities and
threats a product has.
Swot of transcend pen drive
Strength
1.Awareness
2.Simplicity
3.Low cost
4.Market share
5.Customer service
6. Goodwill
Weakness
1.Brand image
2.Limited warranty
Opportunities
1.Competitors market
2.Advancing technology
3. Market expansion

Threats
1.Competitors
2.New players