Revised Market Targeting and New Strategic Positioning for RedX

Submitted to

Dr. Salma Akter(FHEA)

Assistant Professor

Department of Business Administration East West University

Course: MKT 430
Section: 01
Semester: fall ‘21

Submitted by

Name Id
Nafiz Iqbal 2018-1-10-128
Alif Noor 2018-1-10-266
Abrar Anik Chowdhury 2018-3-10-015
Sakib Rahman 2018-3-10-016
Shaniad Rahman 2018-3-10-086
Fahim Ahmed 2018-3-10-031

Date of Submission: 27-12-2021

Letter of Transmittal

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 th
Date: 27 December 2021

To
Dr. Salma Akter Assistant Professor

Department of Business Administration East West University

Aftabnagar, Dhaka

Subject: Submission of Term paper on “Revised Market Targeting and new strategic Positioning
of RedX”

Dear ma’am,

With due respect, we are submitting out Term Paper on the topic titled “Revised Market
Targeting and new strategic Positioning RedX” as a learning purpose for the course Strategic
Marketing.

It’s my pleasure to inform you that we have already finished our work on RedX. It was
undoubtedly an interesting opportunity for us to work on this assigned topic to enhance our
knowledge how to revise market targeting and positioning strategy. We would like to give you
thank for giving us the opportunity to do the Term paper. This report explores new ideas for a
revised targeting and positioning strategy for RedX.

Therefore, I sincerely hope that you will appreciate our effort and we will be grateful if our
report is accepted by our honorable faculty Dr. Salma Akter.

Thanking you ma’am Sincerely yours,

Fahim Ahmed

2018-3-10-031

On behalf of the rest of the members

Acknowledgement

All praise to Allah, the almighty, and the merciful. Without his blessing and endorsement this
Term paper would not have been accomplished.
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The successful completion of this Term paper might never be possible in time without the
contribution of the members of Team Concept. First of all we want to thank my faculty Dr.
Salma Akter for letting us understand so many concepts regarding how to apply targeting and
positioning for a company.

We also thank all our group members & friends who inspired us & helped us to build confidence
and put us in a deep concentration to carry on our course work and supported us at the end with
great excellence.

We lastly would like to express our appreciation to our East West University and we are
eventually grateful to the University and its excellence that works for education encourages us
and creates knowledge, as knowledge is power.

Executive Summary

In this term paper our basic goal is to upgrade RedX’s business, extend of target market and
create the new positioning. We discussed RedX’s current situations, products and services and
current target market.

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Furthermore, we included the strategies which RedX can use to upgrade their business, prolong
current target market and establish a new positioning in the market. We have provided the
strategies with explanation and example based on chapter 6.

In each strategy we have explain rigorously and recommended with some point to utilize these
strategies

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Table of Contents
Introduction:...................................................................................................................................7
Company Profile.............................................................................................................................8
Financial Success:........................................................................................................................10
Mission, Vision and Objective:.....................................................................................................11
Vision Statement:.....................................................................................................................11
Mission Statement:.......................................................................................................................12
Shareholders and Management of REDX:..................................................................................12
Value Proposition:........................................................................................................................13
REDX POSITIONING STRATEGY:..........................................................................................14
REDX PRODUCT STRATEGY:..................................................................................................15
REDX Value Chain Strategy:.......................................................................................................16
REDX Promotional Strategy:.......................................................................................................17
Positioning strategy:.....................................................................................................................18
● Product strategy:.............................................................................................................18
● Value chain strategy:.......................................................................................................18
● Pricing strategy:...............................................................................................................19
● Promotional strategy:......................................................................................................19
● Salesforce/ Internet/Direct strategy:..............................................................................19
Cashless payment method by RedX..............................................................................................19
● Product strategy for Cashless Payment:........................................................................20
● Value Chain Strategy:.....................................................................................................20
● Pricing strategy:...............................................................................................................20
● Promotion Strategy:........................................................................................................20
● Salesforce strategy:..........................................................................................................20
Air parcel of RedX........................................................................................................................20
● Product strategy:.............................................................................................................21
● Value chain strategy:.......................................................................................................21
● Pricing strategy:...............................................................................................................21
● Promotional strategy:......................................................................................................21
● Salesforce strategy:..........................................................................................................21
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Redx’s Current Target Market:....................................................................................................22
Market Targeting Approach:........................................................................................................22
Updating Target Market:..............................................................................................................22
Mature stage:................................................................................................................................23
Extend of current Target Market Strategy:.................................................................................27
Recommendation:.........................................................................................................................28
Conclusion:...................................................................................................................................28
Reference.......................................................................................................................................29

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Introduction:

For today’s world technological advancement has taken major long way in bringing liberation to
the stray human wants and gratifications. After a very deep observation and deep sensing I have
come to realization point that the modern world’s technological advancement plays a very smart
role in solving so many major crises like food shortages, connecting from far places, fast
connecting system, fast human and object transfer, building big and strong structure, fast
transport system and many things in the modern world. In the very past we can see many things
was undeveloped and in very classic form which was not so productive. In the state of Virginia
during the 17th century, human labor was imperative due to the pressing need to grow enough
food to serve the people in the community during the winter spell hence the need to hire slaves
from Africa to work on their farms. This thing has changed partly due to the technological
advancements over the years that have led to the replacement of human and animal labor with
more efficient energy sources as wind power, hydroelectric and steam energies that ultimately
led to a significant increase in much productivity.

Humans need and choice are changing day by day. According to the market the product and
service are also changing. Product delivery marketing system is a weapon by which the products
are made available at the door steps of the customers. In whole world there are many products
delivering service provider who are making the market easier. At present in Bangladesh the
company called RedX working very well. RedX is a technology-driven logistics company
providing industrial logistics services across the country, ranging from SME product delivery
services to personal documents, parcel delivery, and large corporate companies. RedX is known
as a well complete platform for providing delivering related services related to any business
organization’s need or any kind of personal needs. REDX also offers quality full parcel delivery
service, bulk shipment, line hall, truck rental, loading-unloading, warehouse, logistics solutions
as a service, and customized solutions as needed. Service delivery is one of the most challenging
tasks that face many organizations today because different customer’s choice is different from
others which make the situation or the service providing system more complicated. This is even
worse in cases where factors such modality of fulfillment of a given service, challenges inherent in
it and productivity measurements are not properly understood. Customer dissatisfaction is highly
dangerous for the existence and prosperity of any type of business as it may make the business to
collapse so easily. It is upon this concept that the company operates with a view to ensuring that all
customer related misunderstandings are dealt with swiftly and compassionately so that clients do
not feel neglected or misunderstood. RedX try to maintain this for serve the customer well and stay
on the market strongly.

In here we are going to discuss about the REDX company’s profile including their financial
success and their vision and mission of REDX or where the company want to see them in future.
By vision Statement describes the future and it provide information about where the company is
going in near future or where the company wants to go. While Mission Statements describes the

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present status: why REDX exists today and what the company is doing to pursue its vision of the
future. Vision and mission statements are often mentioned in front of annual reports of companies.
It is essential that the management in any organization agree upon the basic vision of the company
that it strives to achieve in the long term. A vision statement should answer the question, “What do
we want to become?” A clear vision statement lays a foundation for the preparation of a
comprehensive mission statement. Then we will discuss about the history of REDX. How the
owner of the company made the idea or how the company started. A company's history is the
founding bedrock upon which it stands and continues to grow. And while it's natural to want to
highlight only the good times, an effective and authentic history embraces every aspect of a
company's legacy both the high points and the lows. Here we are also going to discuss about the
shareholders of the REDX company. A shareholder, also known to as a stockholder, is a person,
company, or institution that owns at least one share of a company's stock, known as equity.
Because shareholders essentially own the company, they reap the benefits of a business's
success. They are actually liable for the success or the loss. Also going talk about the
management system of the REDX company. Company’s management information system helps
the company become more competitive. It reports and identifies what is working and what is not.
These reports give owners the information they need to make decisions and improve the
performance of their employees and the business. If the management system of a company works
in a proper way then the company will must progress. We will also discuss about the values of
the company and the present situation of REDX positioning strategy, value chain strategy,
promotion strategy, repositioning REDX according to our text, pricing strategy of REDX,
REDX’s current target market, market targeting approach and their mature stage of their
business.

Company Profile

REDX is Bangladesh’s one of the very first digital e-commerce parcel service provider,
providing technology-first delivery with their very unique and exclusive features and a very
talented workforce REDX will give a new impetus to the delivery service industry in
Bangladesh. RedX provides a highly fatty delivery service throughout Bangladesh. They are
covering almost every place in Bangladesh. They are trying to serve the customer faster and
expand their servicing area for make wider their market. The lack of service delivery is a vital
subject that is tackled by countless residents and government officials. RedX formed their
company to full fill the unsatisfied customers who were not satisfied with their product transferring
system in Bangladesh. To design their service the organization must have been consider the
expectations of the customers. So first of all, the organization must have to develop a relationship
with customer to know their tastes, will and expectations which means they have to sensing the
market deeply. Then customer-employee relationship will be established. To deliver the products
and services in a way that exceeds the expectation of the customers, the organization must maintain

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the quality of services or products which is successfully done by RedX. Company’s quality of
Services is one of the major contributors in the Service Management Excellence. So, the proper
quality of services and products can be determined through service design and proper delivery
process. The service setting can also be developed through the service design. RedX’s service
providing system is extremely organized because their service design is very well made. Their
service setting is also developed through the service design. RedX aims to aid the expanding e-
commerce sector of Bangladesh providing tech-first logistics support. With exclusive
features and talented workforce, RedX set to give the Delivery Service industry of
Bangladesh a brand-new pace.
The division they are covering
 Dhaka
 Khulna
 Rajshahi
 Chittagong
 Sylhet
RedX company always consider that their mission or the way they will accomplish their purpose
is to provide agents with the ultimate prospecting platform. Every step they take is intended to
help their clients move closer to achieving their highest goals and ambitions. The word Vision
Statement describes about the future of the company or the company’s position where they want to
see the company in the future time. It tells where the company is going or where the company
wants to go in the future time. While Mission Statements describes the present status: why the
company exists today or what the company is doing to pursue its vision of the future. The RedX
has also a vision in their life lifetime of the company.
RedX is not just limited with just some specific types of services. These types of company are
always customer oriented and when it comes with the electronic media, they have a great chance to
make that wide and reach more customer at the same time there are also some responsibilities to
make sure the safety of the huge customer. They are providing different types of service which are
required by the market.
 Purcell delivery
 Bulk shipment
 Line hall
 Warehouse
 Truck rent
 Load and unloading
 Logistic service
 Customer care
(source: REDX website)

They usually serve customers by delivering personal product for customers and small business
and corporate side people to first mile pick up and last mile delivery service. They offer very

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cheap courier service in almost every corner of Bangladesh in Purcell with affordable price.
Shipper can schedule a free pickup for their parcel to Purcell. Bulk shipping is a very famous
transportation of goods in large and huge quantity, usually not packed but loaded directly into a
vessel. Such goods are grains. In bulk shipment service they help to delivery massive type
product which is not easy to carry in distance place. Bulk carriers have long been able to carry a
limited number of containers on deck without further formality, under the International Maritime
Organization's Code of Safe Practice for Cargo Stowage and Securing, known as “the CSS code”
in shipping jargon. In line hall service they rent full truck or some space of truck for transfer
(David Osler,18 August 2021) Products even they provide service for the stocking product and
for processing. REDX also rent cover van and uncover van for transfer goods. They work as
outsourcing in different company for uploading and unloading heavy products.

Financial Success:
The courier-service providers now want acceptances as a service industry with the
intent to boost their contribution to country’s internal and external trade and
economy, according to officials concerned to the country. The Courier Services
Association of Bangladesh (CSAB) has recently sent a letter to the commerce
ministry of Bangladesh demanding necessary steps to this effect. The sector has
been delivering courier services covering the entire country, including remote areas
of Bangladesh from 1983 with goodwill and the hard dedication it claims. The
market size of the sector is about Tk 70 billion, according to the letter. An
estimated 0.2-million people are fully involved in this type of sector directly and
serving the sector directly. Besides, around 0.6-million people are serving their
lives through the sector who are heavily depending on this. During the Covid-19
pandemic, the CSAB says, the couriers have worked as front-liners transporting
goods and life-saving stuff of the country who served the country deeply. the CSAB
said. Despite its major contribution to trade and the economy, according to insiders,
the sector still remains unrecognized as a service industry. (The financial express,
September 08, 2021)

Currently, there are an estimate which is almost 480 courier companies are there in
the country. Of them, 139 are already CSAB members. Seventy-two out of 139
CSAB members are already have registered with the final licensing authorities
concerned they added there already and more than 40 document based courier
companies have closed their business thanks to the very introduction situation of
online communication service in the country. A commerce ministry official said that
they have received a formal letter from the CSAB about the recognition of the
sector as an industry in this country. They are working on the issue." CSAB
president and Sundarbans Courier Service's vice-chairman Hafizur Rahman Pulok
could not be contacted over the phone for his comment on the issue at that situation.
All in all, the main thing is the courier service sector is getting expanded in the
country but it is operating uncontrolled which is not a good thing it will not
contribute in our economy if the thing is not observe properly and well structured.
A source concerned said. Meanwhile, the central bank asked the country's all
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financial institutions (FIs) on Tuesday to refrain from taking services from non-
registered mailing operators and courier services. The Bangladesh Bank (BB)
circular said taking services form such unregistered couriers is prohibited under the
Post Office Act of 1898 and the Mailing Operators and Courier Services Rules
2013. The BB circular said: "The directive is to refrain from taking any service
from the unregistered courier service organizations". The BB Department of
Financial Institutions and Markets issued the circular, signed by its general manager
Md. Julker Nayen. RedX also a part of this which one is trying spread their service
in the country and road to spread the service outside of the country. REDX started
their journey in 2003 with one question in their mind, “How do we provide real estate agents
with an expired leads solution?” After six months of discovering all the ways not to make an
expired lead service, REDX founders finally able to cracked the code successfully.

There are many couriers service company in Bangladesh like Sundarban Courier
Service (Pvt.) Ltd, 02.SA Paribahan, Janani Express Parcel Service, USB Express, DHL
Bangladesh, FedEX Bangladesh, United Express Bangladesh, Karatoa Courier Service (KCS).
They are providing very good service in this country. REDX as a new company they are doing
very well. Their main financial achievement is they are contributing Bangladesh’s economy.
Once it was not so easy to transfer goods and in our country one of the biggest problems is the
transportation problem. With more than 250,000 small and heavy vehicles in Bangladesh and the
country's large population and infrastructure, traffic congestion wastes time and makes travel
difficult. It also makes the existing public transport inefficient, adding unsafe levels of noise and
air pollution which sometimes become intolerable for the people. Traffic Movement and
Congestion, Public Transport Crowding, Off-Peak Inadequacy of Public Transport, Difficulties
for Pedestrians, Parking Difficulties, Environmental Impact, Atmospheric Pollution are biggest
suffering for the people.in this situation it’s very hard to transfer goods in long distance. To make
the life easier and make the life’s cost lower the courier service provider company has a great
role. Any country’s biggest part of economy depends on that country’s transportation system and
the infrastructure. REDX started their business on keeping these things in their mind.

Mission, Vision and Objective:

REDX courier services is a forward-thinking logistics and door-to-door delivery company. For
the first time in Bangladesh, REDX courier services strives to improve the environment by
transitioning from conventional to technology-driven delivery services. Its objective is to
accommodate the growing demand for e-commerce product delivery as well as the expanding
need for diverse logistical requirements in other industries in Bangladesh. As the most trusted
community-fueled method of transportation in Bangladesh, the firm is making trips quicker and
cheaper by utilizing door-to-door deliveries. The organization is making a significant step toward
transforming the way logistics services are envisaged in Bangladesh. The current REDX goal is
'one app, all solutions.' The firm is presently working hard to make it feasible for all of its
services to be contained under a single integrated smartphone app that has been downloaded over
100K times from the Google Play store. (REDX Bangladesh , 2020)

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Vision Statement:
A vision statement gives the appearance of a desirable future state, but a mission statement
explains how you aim to accomplish that goal. The Marketing Plan must be compatible with the
broader business goals of the organization, as stated in your vision statement. This might keep
your organization from embarking on a marketing strategy that isn't in line with its objectives.
The organization intends to become the regional leader by utilizing a highly skilled,
decentralized fleet of motorbikes and vehicles to provide Bangladesh's most effective way of
parcel sharing. REDX offers first-rate service at rock-bottom pricing by employing unique
technology. The app-based parcel-sharing idea has already altered the commuting environment
in Bangladesh. The ease of on-demand Parcel sharing, along with exceptional price, has become
REDX the most popular choice among Bangladesh's tech-savvy customers. (HARTFORT,
2020).

Mission Statement:

A mission statement is an action-oriented statement that states the purpose of an organization to

its audience. It frequently contains a broad description of the organization, its role, and its goals.
(David W. CRAVENS)
Hundreds of small companies, on the other hand, have joined with REDX to improve their
logistics to allow door-to-door delivery seven days a week. The technological solutions are
unrivaled in terms of service quality and convenience. REDX, which is now available in Dhaka,
Chittagong, and Sylhet, Rajshahi is working hard every day to make all of its services available
in every district in Bangladesh. (REDX Bangladesh , 2020)

Shareholders and Management of REDX:

Shareholders in large corporations are people and institutions that merely invest money for future
dividends and the possible increased value of their shares, however in small businesses, they may
be the people who founded the company or have a deeper personal investment in it. When
investors purchase stock in a company, they are given a certificate stating how many shares they
possess. Owning stock in a firm often entitles an owner to a portion of the company's profits,
which are distributed as a dividend. Furthermore, if the firm is bought out, shareholders are often
granted a predetermined compensation per share. (Business & Heil, 2020)
Strategic shareholders include central and local governments, life insurers, banks, and business
corporations; institutional investors include domestic pension funds, investment trusts, and
foreign corporations; and others include securities firms, individuals, and so on, in addition to
those holding their own shares.
By linking online retailers with their clients, the firm provides supply support to its customers.
Domestic e-commerce enterprises such as Rokomari.com, shajgoj.com, and others employ
REDX fulfillment services to deliver items purchased through their websites to customers in
person. (REDX Bangladesh , 2020)
Companies that handle parcels compete in a very competitive market. Customers want low
prices, on-time deliveries, and a variety of shipping alternatives, all of which can lead to higher
expenditures. A company's worldwide reach is required for competitive differentiation. On
several levels, they must organize, collaborate, and coordinate with your trading partners. They
must be able to devise the best customer fulfillment strategy, trace shipments across numerous
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 partner networks, and communicate this information with customers in real time. However,
given the technological world outside your four walls, this is impossible. (David W. CRAVENS)
This business provides the following services: cash-on-delivery (COD); reverse supply (which
might be a come to sender/origin assistance); and 24-hour customer service. Them benefit from
the value-added convenience of having things delivered to their house, while companies benefit
from not having to bear exorbitant delivery costs and providing customers with an extra service.
The integrated app has a mobile-friendly design that allows users to access the services from any
platform: internet, PC, or mobile, and a 24-hour client support ensures that customers' difficulties
are resolved at any time of day. (REDX Bangladesh , 2020)

AFEEF ZAMAN, CEO

REDX

Md. Refhat Rahman, COO Sheikh Masum, CTO

MD. Fahim, OE In-zamamul Haque, Mohiuddin Ahmed, Rahul Saha,

Accountant OSD Sales Assistant Manager

Picture: Organogram of RedX Bangladesh. (Original Content)

Value Proposition:

To establish or assess a firm's value proposition, we must first understand why customers would
select the firm over another and what the firm offers those other businesses do not and cannot.
So, in the instance of REDX, the value proposition essentially questions why we should utilize
REDX in the first place. What makes REDX stand apart from other mobile-based ridesharing
apps? REDX provides an enticing value proposition to both consumers and drivers. Customers
may sign up for free, request a pickup using their smartphone, and REDX identifies a provider
and tells them of the expected time of arrival and pricing almost quickly (in the best of
conditions). Riders might accept the price or look for another option. There's no need to stand on

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a street corner furiously waving, competing with others, or waiting indefinitely for an available
package to drive by, not knowing when it'll happen. Customers receive value when they rapidly
obtain preferred services to their location. REDX also allows its drivers (vendors) to put up their
own vehicles or hire a car and choose consumers depending on their preferences. They may
choose to visit some areas over others, and they may select people depending on their customer
rating profile. (REDX Bangladesh , 2020)

Picture: Delivery Service of REDX, All Rights Reserved by Google Images

REDX POSITIONING STRATEGY:

Although positioning is usually based on the brand, it might focus on an entire company, a mix
of items, a specific line of products, or a specific brand. Because strategic positioning is the
company's attempts to provide higher value to its consumers, positioning initiatives are strongly
tied to business strategy. The purchasers in the market target are at the center of the positioning
strategy created for them. The positioning notion identifies how management wants the product
(brand) to be perceived by potential customers. It's a declaration of what the product (brand)
means, based on the value criteria of the market's purchasers. Positioning is designed to meet the
value needs for each market goal that the company pursues. The positioning strategy is a mix of
marketing program (mix) strategies that are used to reflect management's desired positioning to
targeted buyers. The product, supporting services, distribution channels, price, and advertising
efforts made by the company are all part of this strategy. The success of management's
positioning objectives in the target market is measured by positioning effectiveness. This
includes deciding on the measurements that will be used to evaluate effectiveness. Once upon a
time people used to think courier service is used to transport important products from one place
to another. At that time people used to go to the courier service to send their documents to
another place. People had to fill up the necessary form as they used to provide information
where they will send the products. In traditional courier service it used to take 5-6 days to send
the goods to the destination. By using courier service people used to transfer furniture, important
documents and many other important things. Currently there is demand for traditional courier
services but as we know the whole world is moving towards e-commerce platforms. For this
reason many app based logistics services gained more importance for transporting goods by this
services (Tahmid, 2021). In the recent years many e-commerce based courier services have
emerged in our country. This couriers services beside delivering important documents and goods
they are also delivering fish, meat and even cooked food (Tahmid, 2021). Earlier people who
used to transport their goods using traditional courier service they can’t track their goods. But
using app based courier services people used track their goods using the apps. Also it take less

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time for the product to reach their destination compared to traditional services. Among the app
based courier services organization Redx is one of them. Redx started its business in 2020. It is a
app based courier service. Redx positioning strategy is that they want to ensure first delivery
services in e-commerce sector in Bangladesh (Tahmid, 2021). They also want to position
themselves by door step delivery, also customer will get a sms on their given number regarding
the booking and delivery of the parcel. The customer will pay the charge to Redx next day after
the delivery of the good also live tracking of the product. Redx is providing their service in 64
districts and 491 Upazzilas (Tahmid, 2021). Redx offer their service in 61 hubs across the
country also they have 3500 riders to provide excellent services to their clients (Tahmid, 2021).
It charges Tk 70 for one kilogram parcels sent within Dhaka and Tk 150 for shipments delivered
outside Dhaka division, which is less than some of its competitors. (Hasan, 2021). As Redx is a
growing market. The market climate shifts from highly uncertain to mildly uncertain during the
growth stage. Although there is a level of awareness about the factors that determine the size and
character of the product market, more change is likely. Buyer characteristics and usage can be
detected, as well as buyer characteristics and usage. In industrial marketplaces, segmentation by
industry type (use circumstance) may be possible. As we know the buyers are mainly customer
who buy the product from online and Redx deliver it to the final destination. Also we frequently
believe that high-growth areas are particularly appealing, and that entering early provides
significant competitive benefits. At the expansion stage, existing businesses are more likely to
enter new product markets. They have the resources to enable market entrance, and if their
capabilities and customer value requirements are a good match, and the growing market has a lot
of promise, they'll probably go for it. Because Redx is an internet courier firm, they can add food
delivery services if they choose. The e-commerce industry is founded entirely on technology.
RedX has a large number of merchants who distribute their products to their clients on a daily
basis. Delivery within a day may be one of the offerings that establishes a new position in the
minds of customers. Companies operating in growth markets are more likely to pursue one of
two tactics: (1) market leadership; or (2) more selective targeting and positioning strategies. As
Redx want to be market leader they should provide more services like fastest delivery, online
payment etc.

REDX PRODUCT STRATEGY:

A product strategy describes a company's strategic vision for its product offerings, including
where the products are going, how they'll get there, and why they'll succeed. Instead of striving
to be everything to everyone, the product strategy allows teams to focus on a specified target
market and feature set. Product strategy explains what individuals want to achieve, gives context
to the market they operate in, and directs the major work topics that will help them achieve their
objectives. People want to unite the organization behind a common goal and keep everyone
focused on the most important tasks. As the online retail industry has grown significantly.
People's lives are made easier by the availability of the internet. People can now do important
work from anywhere in the world. Redx is a app based courier service. Using the app and
aviliability of internet can transfer their goods from one place to another by sitting at home.
During the coronavirus pandemic, logistics companies in Bangladesh that concentrate in online
courier services profited as more individuals turned to digital platforms to make transactions

15
(Hasan, 2021). The ability to shop for most things through e-commerce sites is a major factor
driving the tremendous expansion of online retail platforms (Hasan, 2021). People can prevent
the risk of infection by using online courier services like Redx, because the goods are delivered
to their doorstep. As Redx is providing their service in 64 districts and 491 Upazzilas (Tahmid,
2021). Redx offer their service in 61 hubs across the country also they have 3500 riders to
provide excellent services to their clients (Tahmid, 2021). Redx mainly do B2B. As we know
Business-to-business (B2B), often known as B2B, is a type of transaction that occurs between
businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a
retailer. Business-to-business refers to transactions that take place between businesses rather than
between businesses and individual customers. The security that these Redx must provide to their
consumers is one of the most important factors. It is an important issue of their business that
must be totally reliable. Because Redx handle the delivery of a wide range of products, they
must always maintain a high level of quality. During shipment, the product should not be
damaged in any way. People want to place their trust in high-quality services, and the packaging
will help them do so.

REDX Value Chain Strategy:

A value chain is a business model that describes the entire process of creating a product or
service.... A value-chain analysis is used to improve production efficiency so that a company
may deliver the most value for the least money. Five major activities — incoming operations,
operations, outward logistics, marketing and sales, and service — and four secondary activities
— procurement and purchasing, human resource management, technical development, and firm
infrastructure — make up the value chain framework. When a company conducts a value chain
analysis, it identifies its core and secondary operations, as well as sub-activities, and assesses the
efficiency of each step. A value chain analysis can highlight the value chain's links,
dependencies, and other patterns. The value chain framework aids companies in identifying and
evaluating sources of cost efficiency, both positive and negative. Conducting a value chain
analysis can benefit firms in a variety of ways, including the following: Decision-making support
for a variety of economic operations Determine where ineffectiveness exists so that corrective
action can be taken. Recognize the connections and interdependencies between various company
activities and sectors. Optimize activities to increase output while lowering costs, get a cost
advantage over competitors, and identify core strengths and areas for improvement. REDX
Delivery is a logistics company that focuses on offering innovative delivery services and has a
strong presence in the e-commerce industry. It serves as a trusted partner for major companies
such as Daraz, AjkerDeal, and Rokomari.com. Because Redx does B2B business, a small
business owner can use REDX Delivery as a reliable online delivery service (Tahmid, 2021).
People can choose REDX Delivery to transport their items to the proper spot, right on time,
whether they are in the same city or out of the city. REDX Delivery has a well-trained delivery
team that will come over, collect client items, and deliver them to the intended recipient. The
main motto of Redx is fastest delivery by charging less fees. The Product Delivery Service is
mainly Bicycle Based. The company mainly works with e-commerce business and merchant to
deliver their goods. Also Redx provide service to ordinary people (Tahmid, 2021). The special

16
features of Redx customer service include android apps, it’s own website and SMS facility
through that customer can know the location of their product. Also Redx deliver the goods to the
doorstep of the customer and within the city they deliver the goods on the same day. Redx also
assures real time updates by their tracking service. As a result customer can track the parcel live
from anywhere through the app (Tahmid, 2021). Customers want dependable services that are
convenient. If a courier company implements a live tracking option, it will automatically acquire
the trust of the public. Additionally, the pickup delivery service will assist in this aspect because
it will save clients time. This will give them peace of mind that their thing is safe and secure.
One of the most important goals in developing a brand image is to engage customers. All
through voyage, keep clients informed about the parcel delivery. Indirect client engagement is
achieved by informing customers of the projected delivery time and providing real-time tracking.
You may utilize a live chat service to interact with customers in real time and keep them
informed by sending SMS updates.

REDX Promotional Strategy:

Brands that wish to promote themselves in the market and raise sales, drive more income,
establish brand equity, and build recall for their products and company use promotional
strategies. Promotion has now become a necessary aspect of every business. A company's
promotional strategy is determined by elements such as product kind, marketing budget, target
demographic, and so on. It is a vital part for increasing product awareness and, as a result, sales.
In comparison to marketing spend, a good promotional approach creates higher revenue. Any
company that sells a product or provides a service needs to promote it. Because only via
promotion can people become aware of the product. They will only consider purchasing after
learning more about the product. Because there are so many companies and brands trying to sell
their products to the same people, advertising and promotion are critical strategies for
differentiating and identifying each brand. In marketing, promotional strategies are used to
discover the best ways to get a product or service to a specific market. To successfully promote a
product or service, you must first understand your audience and then be innovative in order to
attract their attention. Redx was formed with the intention of providing logistics services to the e-
commerce industry. The company's promise of delivering products to clients at a comparably
faster speed was retained by the use of convenient transportation means, such as motorcycles and
bicycles, and its e-commerce business grew in popularity. Redx's courier company is constantly
developing, as seen by its presence in 64 districts across the country. It has collaborated with
over 3000 businesses across the country thanks to its promise of delivery within 24 hours in the
same city and 72 hours intercity (Abdullah, 2020). Redx courier stands out from the competition
because to additional services like cash on delivery and reverse logistics, which allow clients to
return their bought products. Also, in order to stay ahead of the competition, Redx has always
emphasized competitive pricing. Within the same city, a 500-gram parcel costs BDT 60, while
intercity delivery costs BDT 100. In terms of weight, the difference is only BDT 40-60 for other
categories of products. (Abdullah, 2020). The Redx app has a mobile-friendly interface that
allows users to access the services from any device: the internet, a computer, or a mobile device,
and a 24-hour customer support ensures that customers' difficulties are resolved at any time of
day. (Kanta, 2018). Residents of Dhaka can use Redx to send and receive parcels as well as place

17
orders from stores inside the city boundaries. As a result of the pandemic, the number of home
delivery for daily necessities has increased greatly. Redx currently offers a wide range of
essentials. Each item in the package delivery business must be delivered to the customer's
doorstep. Using proper technologies, fuel and transportation costs can be reduced. The use of
delivery management platforms can assist package delivery businesses in delivering the greatest
number of parcels in the shortest amount of time. Maintain an industry-standard package
delivery pricing. When compared to competitors, high pricing can cause your customer base to
move to a competitor's package delivery service. Similarly, offering a lower price than the
competition will bring in new clients. Customers want dependable services that are convenient.
If a courier company implements a live tracking option, it will automatically acquire the trust of
the public. Additionally, the pickup delivery service will assist in this aspect because it will save
clients time. This will give them peace of mind that their thing is safe and secure. One of the
most important goals in developing a brand image is to engage customers. All through voyage,
keep clients informed about the parcel delivery. Indirect client engagement is achieved by
informing customers of the projected delivery time and providing real-time tracking. You may
utilize a live chat service to interact with customers in real time and keep them informed by
sending SMS updates.

Positioning strategy:

Sales force/ Internet/ Product/ Brand

Direct Strategy strategy

Marketing
program
positioning
strategy
Advertising and
promotional strategy Value chain strategy

Pricing Strategy

Source: (Cravens & Piercy, 2009)

● Product strategy: A product's market position refers to where it ranks among competitors in
the minds of customers. Positioning may be produced based on the product's unique
characteristics, benefits, or usage, and it can also be developed as a direct competitor or as

18
 something distinct from the competitor. (Karadeniz, 2009). It includes how the product or
brand will position itself against the competition in the market.
● Value chain strategy: The concept of value-added chains was developed in industrial
economics to clarify the company's usage in developing competitive advantages within an
industry. The stage of the industrial supply chain on which a firm focuses will have
significant economic and marketing repercussions. According to supply chain analysis, to
effectively manage marketing systems in their various endeavors to produce higher levels of
end-consumer value, distinct and imbalanced market orientations may be necessary.
(Nicovich, 2007) It includes the distribution strategy of the firm
● Pricing strategy: Over the last two decades, the rise of e-commerce has changed supply
chain management and provided firms with unparalleled marketing opportunities. (Yan,
2010) The role of pricing strategy is to take a position with price relative to the competition.
● Promotional strategy: For decades, cooperative advertising has been employed by a variety
of businesses, and it continues to be an important promotional tool for many manufacturers,
retailers, and retail consumers. (Yan, 2010). In order to stimulate consumer demand,
advertising plays a critical role. (Yan, 2010). The promotion strategy should be in the way so
that the objectives of the promotion get clear and it can provide a clear message and
understanding to the target group.
● Salesforce/ Internet/Direct strategy: This strategy includes how the company can position
in the consumer's mind by salesforce/ internet/ direct strategy.
Repositioning involves making a substantial shift in the target market's perception of the
product's core advantages and characteristics in comparison to competing products. The term
also refers to a significant shift in the brands or product's positioning. To effectively reposition a
product, the company must first modify the target market's perception of it. Due to poor
performance or substantial shifts in the environment, firms may consider repositioning a product.
(Market segmentation study guide, 2021). To reposition a product successfully, the organization
must modify the target customer's perception of the brand or product. In the collective mind of
the target market, it includes modifying the identity of a product in relation to the identity of rival
items. (Adnan, Sibghatullah , & Siddiqui, 2016). Repositioning is frequently done in response to
a brand's or product's poor performance. It changes customers' perceptions of a brand in
comparison to competitors. Generally, brand reposition happens when
● Decline stage of the product life cycle (PLC)
● Decline in sales and profit margin due to being positioned to close to a major competitor
● The introduction of the superior products by the company itself
● To support an overall strategic change by the firm
● To assist in entering the new marketplace or pursue new segments

Sometimes certain positioning does not work for the brand and hence the company tries to
reposition it. RedX is one of the fastest-growing currier services of Bangladesh. They have both
the delivery service for personal and business usage. To update and extend their target market
and reposition RedX can select a few services that are currently unavailable. The services that
RedX could add:

19
Cashless payment method by RedX
The development of technology has revolutionized a new method of payment. The customer is
now more intent to pay through a payment getaway. E-commerce involves the selling and
purchase of goods and services via the internet by both sellers and buyers utilizing particular
systems and networks that encourage social involvement in the usage of online virtual networks.
(AB RAHMAN, 2020) The new payment system is now vastly accepted worldwide and
businesses are also accepting cashless digital payment for convenience. It reduces the hassle of
traditional payment as well as digital payment helps to keep track of records without any extra
effort. Most of the people in Bangladesh are using different digital transactional apps such as
Bkash, Nagged, Rocket, Upay, etc. The use of ATM cards is also vastly available. People have
the tendency to payment through digital apps and ATM cards, so that the transaction can happen
more efficiently. The e-commerce industry is totally tech-based. RedX has a vast amount of
merchants who daily send their products to their customers. Cashless payment facilities for the
customers can be one of the services that can set a new position in the consumer's mind. Covid-
19 pandemic has increased the necessity of cashless transactions so it is high time to implement
the features.
● Product strategy for Cashless Payment: RedX delivers the parcel at the destination by
their deliveryman. So deliveryman will play an important role to implement the cashless
service. After the delivery, the deliveryman can precede the payment method. RedX delivery
man will receive the payment through the payment getaway such as Bkash, Nagad, Rocket,
Upay, etc. The payment will be recorded easily and with the help of a POS machine, the
customer would be able to pay with their ATM card.
● Value Chain Strategy: For Cashless payment, all the MFS service providers and banks and
customers, etc. will play an important role in the value chain strategy. RedX will try to
establish an integrated solution so that all the members of the value chain can transact
flawlessly. As RedX cover most of the part of Bangladesh so the delivery person, the MFS,
and the bank can implement the cashless facility more effectively. The network is complex as
the transaction and financial complexity are related.
● Pricing strategy: The pricing should be in a way so that it becomes convenient for the
merchant as well as the customer. The cost of digital payment should be minimum and it
should be done in a way that doesn’t increase the cost of collecting cash. The affordable price
can make a position in the mind of customers that they can get the best deal from RedX. As
RedX also works for the business segments so the affordable and convenient price would
make a strong position in the mind of customers. The price should be set in a way so that the
competitor’s price is in consideration and RedX can get the position in mind with the value
for money.
● Promotion Strategy: RedX has two important customers, Personal and business. In the
business segments, the customer of those businesses is also interconnected. RedX should
focus highlight the value that derives from cashless payment. The benefit of using cashless
payment such as easy transfer of money, No hassle of changing money, secure transaction,
and digital payment receipt, etc. should be in the advertisement. For merchants, the instant
payment status and security of transactions can be delivered. The promotion should focus on
the objective and the promotion should focus on the key components of the features.

20
● Salesforce strategy: The sales force here should work with the customer and merchant. They
should clearly monetize the transaction, as well as the internet marketing strategy, should be
in a way so the merchant and their customer are well aware of the cashless payment. The
personal sales force should inform the merchant and customer and make the transaction more
usable and convenient.

Air parcel of RedX

Globalization interconnects people and businesses across the world. Due to its effects,
businesses are now expanding from one country to another. Products are now having demand
in other international markets. As the market is now growing in the international market, so
businesses are now in need of international logistic service to send their product. RedX has a
large opportunity to expand their courier service by sending the product to international
destinations there is a vast demand for the local product in the international market. The
merchants have limited choice of the service provider to send their product to the
international destination. So for positioning with new service they can position as follows

● Product strategy: Product strategy includes how the product will be positioned against the
composition in the market. For international shipping, RedX can help the merchant with
standard packaging facilities for instance wrapping service, box, and carton, etc. The
customization of product weight can be given for better facilities. For the security of the
product, RedX will collect the amount with COD and advance payment method. Flight and
ship both services can be provided according to the need.
● Value chain strategy: Value includes the distribution strategy that is going to use. For
international shipping, RedX can use third-party vendors for shipping their products. From
merchant to customer RedX can complete the procedure. The countries which have more
immigrants from Bangladesh and demand local products can be identified such as the USA,
UK, UAE, Saudi Arabia Japan, Australia, Canada, etc. RedX can make a strategic alliance
with the logistic service provider. For fast delivery, RedX can deliver by air service. By the
fast delivery in international shipping, the merchant can reduce their lead time as well as the
payment method will be digitalized and convenient.
● Pricing strategy: Pricing strategy includes the role of the positioning of prices relative to
competitors. Pricing is one of the major concerns for the merchant as well as the customer.
The pricing should be in a way so that it becomes convenient for both the customer as well as
the merchant. The direct competition should be measured in a way so that the price can
remain in control and defend well against the competitor's price. The alliance with the third-
party vendor can give a competitive advantage to RedX.
● Promotional strategy: A promotional strategy includes the strategy of advertising and
conveys the right objective and motive to the target market. "One of the most fundamental,
but crucial, decisions a business must make is how much to charge clients for products and
services." (Mario & Christian, 2017). In today's competitive climate, a good pricing strategy
is more important than ever to help customers create value, structure price decisions, and
make a profit. (Mario & Christian, 2017). As RedX is going to focus on the international
market their prime objective is to inform the merchant about these facilities as well the
21
 customer. Facebook, Instagram, etc. should be used for internet marketing as a large number
of users are from F-commerce. They should also focus on export-oriented business with more
customized services. The objective of international shipping should be the focus point. A
large number
● Salesforce strategy: Salesforce of RedX can inform the merchant as well as the customer
about the features. The new updated features need more information and educate the user
properly. So salesforce will play a vital role for developing the position.

Redx’s Current Target Market: 

The targeting decision determines which customer Group Company will serve. A specific
marketing effort is directed towards each target the management want to serve. Redx’s courier
service targets entire population of Bangladesh. Initially their market consisted of urban cities
only, as during those times urbanites were use courier system. But now with the expansion of
education and technology everyone ready to use various courier services. Their present target
market is the rural and urban area people as there is a huge number of potential clients in this
sector.
 

 
 
 

22
Market Targeting Approach: 

Usually companies use two kind of targeting approaches. When market segments are clear they
use segment targeting. But when there is no specific target market group, companies use product
differentiation for targeting. Initially REDX’s targeted all kind of customer generally and
there were no clear segments. So I recommend Redx’s to use extensive targeting. Now a
day, every segments are well defined. So if Redx’s follow Target Multiple Segment strategy in
this case they will be benefited. 

Updating Target Market: 

Their target market is already defined and selected. In this paragraph I will discuss about how
they can update the existing target market. First of all, they can divide their whole target market
into different segments. They have many offers like if anyone want to send or wanted to deliver
their product to another place in Bangladesh in minimum days. Or they are offering latest service
which will cost low. Instead of this types of offers, they can offer different packages especially
for targeted segments. In this way, they can easily make segments for business company's and
general people. 
I think it will be much easier for REDX’s to update their current target market because they are
now in mature stage. They have a long history doing business in this country. Currently they are
the market leader. They have all the information available on their hand, so they should use it for
updating target market. It will cost them less and help to earn more profit. 
Sometimes customers become loyal by using a same product for many years, but sometimes it
backfires. Customers who have using the product for long time can feel less
attractive. REDX’s have been serving our country for some year. REDX is a company
incorporated under the laws of Bangladesh, (hereinafter referred to as REDX) and offers
diversified delivery and pick-up services with a focus on e-commerce transactions. This
agreement (“Agreement”) is an electronic contract between You and REDX, and outlines the
terms on which REDX will provide services to You. 
 
You acknowledge that clicking the “I accept” button, and subsequently accessing and
using REDX’s services, constitutes an express acceptance of this electronic contract
between REDX and Yourself. 
 
You are alternatively referred to as “Client”. Both You and REDX are hereafter individually
referred to as a “Party”, and collectively as the “Parties”. So, by this time, they learned a lot and
see many ups and down. They saw emerging and growing stage, they work hard and push their
limit to grow further, now they are at maturity stage. 
 
 

23
Mature stage: 

Identification and evaluation of market segments are necessary to 

Select target that offer each firm a competitive advantage. Since REDX has a history,
information should be available concerning how buyers respond to the marketing effort of the
firms competing in the product market. The maturity of product market may reduce its
attractiveness, so REDX can do this 3 things according to me. 
Scanning the external environment for new opportunities that are consistent with
the organizations resources and skills. It means REDX have to search for opportunity in external
environment that can be serve using their existing resources. For example: REDX has the best
network system in the country. They can use the network for other purpose as well. They can
also share this service for rent. There are many areas in Bangladesh that does not covered by
other courier service providers. Peoples from that area are suffering a lot. REDX has a huge
opportunity to cover that. Moreover, in this current situation people are extremely relying
on courier-based services. So, if they can provide that services using existing resources that will
be amazing. 
 

 
 
Identifying potential disruptive technology threats to the current technologies for meeting
customer’s needs. In this case REDX is a courier service provider. People use their service to
providing or taking products with others. But now there are some massive technological
challenges. Previously people used to exchange products through bus or truck. But now there are
many companies like e courier and others. They all offers their best service. They only need a
good courier to run their business or exchange product. So, in this situation why people will
spend their money for courier. So now there is a technological challenge here, I
think REDX should reduce their cost and should offer better quality courier service at a cheap
rate. 

24
The Client may access and use any of the following services provided by RedX (cumulatively,
the Fulfilment Services) 
 The delivery of goods from the Client to its customer (Forward Leg Deliveries), which
may include the logistics for picking up invoiced goods from the Client’s designated
premises bringing it to the RedX’s facility, and eventual dispatch to the Client’s customer 
 The pick-up of goods from the Client’s customers and delivery to the Client’s designated
address (Reverse Pickups) 
 Cash handling for Forward Leg Deliveries which involve cash collection on delivery of
the product to the Client’s customers (CoD Services) 
A list of pin codes of the areas within the territory which is serviced by RedX is provided in
Schedule 2, along with the timelines within which Fulfilment Services will be completed for
these areas. RedX shall provide the Fulfilment Services only for these specified
locations. RedX may, at any time and at its sole discretion, update the Serviceable Area List,
without prior notice to the Client. 
 
The Client shall ensure that the packaging of the Products is safe, proper and adequate to
withstand the normal transportation and environmental hazards, along with the necessary
invoices and documentation, and in compliance with applicable laws. 
 
The Client shall ensure that the goods for delivery are kept ready for pick-up by RedX personnel
at the designated pick-up time, failing which the RedX personnel shall not wait at your location,
and you may be charged the requisite fee for the delivery. 
 
The Client shall ensure that the goods inside the package match the description of the goods on
the outer packaging / documentation, and that proper, true, fair, correct and factual declarations
are made on the docket regarding description and value of products / goods handed over for the
Fulfilment Services. 
 
The Client shall not book/handover or allow to be handed over any Product to RedX (or its
fulfilment personnel) which is banned, restricted, illegal, prohibited, stolen, infringing of any
third-party rights, hazardous or dangerous or in breach of any tax laws currency, bullion, letters
and financial and security instruments (“Banned Goods”). 
 
Where requested by RedX, the Client shall, at its own cost, provide forecasting reports, in the
format and at the frequencies suggested by RedX, which forecast the potential requirement of
Fulfilment Services by the Client. In addition, from time to time, RedX may request additional
information to be provided by the Client on an ad hoc or periodic basis, which may relate to the
nature and volume of the consignments for which the Client shall require Fulfilment Services. 
 
 
Identifying opportunities within specific segments for new and specialized product. This is
something very interesting. We all know that whole world is facing a global pandemic because
of COVID 19 or corona virus. In Bangladesh school, college and university all are remain closed
since March 2019. Our courier sector in now running totally online based. We have to provide or
send product or important papers based on online courier. Updating target market is really a
crucial task for Redx because it is already in maturity stage. It can be updated by doing some

25
correction of previous services. That service that the current target market knows for a while but
not using as expected. Finally, for updating target market Redx have to take some necessary
steps: 
Billing Flexibility: As I mentioned previously, RedX charges a lot from their customers. Their
billing system is not as good as it should be. There prepaid and postpaid 
billing system should be improved. They have fix offers for all, which are costlier and not so
useful. 
 Lack of value-added service: RedX offers some extra services like courier. But how many of the
customers are actually using those. The number is very poor. RedX should offer some value-
added services. 
RedX hereby represents, warrants and assures that: 
 It has full power, absolute authority and is competent to provide the Fulfilment Services
and fulfil its obligations under this Agreement, including necessary licenses, permits and
approvals under applicable law; and 
 It employs and maintains sufficient number of adequately trained personnel who will
provide the Fulfilment Services. 

The Client hereby represents, warrants and assures that: 

 The following items with regard to the Client are in good order and in compliance with
all applicable law and regulations: the organization and standing; conduct of legitimate
business activities, corporate power and authorization; governmental approvals; proprietary
information agreements with employees; and that there has been no restriction by any
regulatory authority in conducting the business. 
 It has all the requisite rights and licenses over the goods or any other content provisioned
to RedX for undertaking of the Fulfilment Services, and in furtherance to this the Client
hereby assures RedX that such activity undertaken on behalf of the Client by RedX shall not
violate any right / licenses of any third party. 
 It shall ensure that the goods or any other content provided to RedX shall not contain any
Banned Goods, or material which is offensive / derogatory / explicit / perverse to any specific
race, gender or class of persons or degrading to public conscience or morals, and do not
breach any applicable law in any manner. 
 It shall ensure that it complies with all the regulatory requirements pertaining to all types
of taxes, levies etc. (including but not limited to VAT, service taxes, octroi, local body taxes,
etc.) as applicable from time to time. The Client will be solely responsible for any penalties
levied by any regulatory authority due to non-compliance with the regulatory requirements
by the Client. 
 It shall be solely responsible for any confiscation/seizure/disposal of goods by any
regulatory authority on account of any violation of the law in respect of the goods or due to
its failure to comply with the applicable regulatory requirements for the stocking, sale, or
movement of such goods during the provision of the Fulfilment Services by RedX, even
if RedX has been advised of the same. 

26
 

 
 
 

Extend of current Target Market Strategy:

RedX has occupied a drastic portion of courier service market. According to their report more
than 0.5 million users they have in the current market. Every brands want to extend their target
market. Right now, RedX is standing in the maturity stage with their country’s no 1 courier
service. Though the current market has clear knowledge about RedX but there are a lot of
competition. 
As we know RedX has created the larger market for courier across the country. After there are
a target group who are not willing to use RedX. The group is youth. Previously we have seen
that RedX is quite popular among the adults rather than the teenage. The teenage want the low
cost and better whereas adults want good service. For that RedX needs to diversify the buyer by
creating external opportunities to satisfy the customers. For example, Skitto which
is quite popular among the youth for its low-cost courier service. But there is the current
position. Beside that can attract the teenager by arranging programs. 
 
RedX has a lot of competitors in courier market. Though RedX is the current market leader but e
courier and Sundarbans is just behind of it in the market share competition. Here RedX can
acquire a company. 
Factors 
As we know the Target market is relying on the three factors. Which are: 
1. Positioning concept 
2. Positioning strategy 
3. Positioning Effectiveness 
RedX has to observe this factors also to extend the target market. Firstly, the management
of RedX identify their positioning in the eyes and the minds of the consumer and what value it
serves. For example- 

27
Secondly, the management of RedX needs to deliver their positioning statement to their targeted
audiences. For example- the advertisement and the campaigns works here very well. This
segment includes the marketing mix. Finally, the management of RedX needs to evaluate
objectives which are applied those achieved or note.

28
Recommendation:
As Redex is new to the business, they have many scopes to improve their business before it is
too late, they have to concentrate more on their hub and hub managers, and they have to train the
hub manager to improve the warehouse management. Some of their riders are very
unprofessional with proper guidance they can ensure good quality in delivering products. The
top- level managers are foreigners, which creates a communication gap between the employees,
and it effects the operation. If Redx overcome this problem, they can achieve many more and can
become the market leader.

29
Conclusion:

RedX is still a growing company, in spite of all the success it has achieved so far. It holds one
kind of monopoly position in the logistics support sector. However, it cannot afford to get
complacent. Particularly, the degrees of perceived quality and perceived value are the key factors
affecting a person’s perception of the quality of provided services. The perception of quality
influences the extent of loyalty. Overall this term paper focused on the business development of
the company RedX. RedX delivers service to their customers. We tried our best to provide the
maximum justification for RedX’s business development.

30
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