Strategic Marketing Evaluation

This report provides a thorough evaluation of the strategic marketing options and plans for BYD Energy, a high-tech organization in the technology sector. It includes a situational analysis, critical company analysis, competitive analysis, and customer analysis. The report also discusses strategic marketing options and planning for the future, including innovation strategies and international marketing strategies. Overall, the report aims to provide insights into the marketing trends and opportunities for BYD Energy.

Strategic Marketing
Evaluation

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1- SITUATIONAL ANALYSIS..........................................................................................3
Critical company analysis of BYD Energy............................................................................3
Critical Competitive Analysis of BYD Energy......................................................................5
Critical Customer Analysis of BYD Energy........................................................................10
Critical Strategic Collaboration & Contextual factors/issues...............................................11
TASK 2- STRATEGIC MARKETING OPTIONS AND PLANNING IN FUTURE..................12
Innovation Strategies for BYD Energy................................................................................12
International Marketing Strategies for BYD Energy............................................................14
The challenges facing BYD Energy in future......................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing a very critical and one of the most important influential factor which plays a
vital role in revenue, profits and growth of an entity. It is an act of spreading awareness in public
about the goods and Services Company is offering (Chernev, 2018). Moreover, marketing
includes promotional plans and strategies for effective introduction of products and services in
market and for attracting the targeted audiences. Therefore, marketing is considered as a
fundamental activity and most important operational action in an organisation small or large,
public or private. The current report is developed on Build Your Dreams Energy or BYD Energy
a high-tech organisation dealing in technology sector, innovating and developing zero-emission
energy solutions for customers. The company is focused and devoted to technology and
innovation creates best energy products for customers with the aim of rendering better life,
building efficient, safe and sustainable energy storage solutions of renewable energy.
The assignment is developed for thorough evaluation of the strategic marketing options
and plans which includes two segments in the report. The first is situational analysis where a
brief introduced of the organisation will be presented. Moving along customer and competitive
evaluation will be conducted as well with the help of Segmentation, Targeting and Positioning
model and Marketing Mix or 7P's tools. At the end, in this part of the report collaborative and
contextual factors are overlooked critically for knowing the marketing trend. In the next, part of
the assignment strategic marketing options are going to be evaluated with the help of models and
theories such as Innovation Strategies or Relationship Strategies or International Marketing
Strategies and many more.
TASK 1- SITUATIONAL ANALYSIS
Critical company analysis of BYD Energy
Vision/Mission:
The Vision and Mission statement of BYD Energy reflects upon its aim to develop and
render the best solutions to customers for renewable resources. The company is focused over
innovation and work for developing zero-emission energy solutions for residential and
commercial purposes (Keegan and Rowley, 2017).
Growth Strategies:

Ansoff Growth matrix a tool for strategic planning and effective operational functions
to work in current market amongst competitors and dynamic condition. The models is known as
product or market expansion grid. It has four segments representing separate growth options and
variances along with unique risks. The Ansoff growth matrix is discussed in detail in context of
BYD Energy for evaluating and suggesting the best growth option to the firm.
 Market Penetration- The first option is of market penetration stating to increase and
induce the marketing and promotional activities in the current market for improving the
customer base. Risk associated is very low and so as the success because the market is
already saturated as product offering is old. This is not suitable for BYD Energy as the
firm has enough customer base (Pham and et. al., 2019).
 Product Development- The next option in the matrix is of products development stating
the changes to be made in product portfolio of the company. BYD Energy is suggested to
innovate and develop new more attracting offerings for the existing customers. This
strategy is already being adopted by entity as its vision and mission statement shows the
devotion of firm towards innovation and building best renewable energy storage solution
for the society.
 Market Development- The next strategy of of market development which includes huge
risk. The growth option states that the company should develop new market for its
existing products by entering new regions with their operations and with exiting products
and services. The risk involved is of failure as BYD Energy do not known anything about
the marketplace, its trends either social, cultural etc. which can lead to unsuccessful
strategies and plans being developed and company cannot attain their goals and aims.
 Diversification- The last and the most risky growth option is of diversification which
suggest that the organisations should move into an entirely new market and develop a
new offering for them in order to fulfil their needs and requirements. It involved huge
risk of failure but BYD Energy can easily work upon it company is concentrated over
innovation and their aim is to render better lives to people and societies for which they
innovate and focus over technological advancement for developing the best energy
storage offerings (Coffie, Blankson and Dadzie, 2018). This is the most suitable growth
and expansion strategy for the organisation as the entity have appropriate knowledge and
skills to work upon the requirements and mitigate the risks involved.

Competences:
The slogan of BYD Energy is ‘New Energy Give us new future’ showing the company's
power and efficiencies. The competences of BYD Energy is clear through it, entity believes in
providing best technologies which are updated and developed with zero carbon emission
technology. The entity is competent enough to regularly innovate and invent new offerings that
are evolving according to the revolutions taking place in technology. Another competency of
BYD Energy is its mission statement reflecting upon its aim of providing non-toxic and pollution
free energy to people and to the society.
Competitive Advantage:
The term competitive advantage refers to the ability which is keeping the organisation
stay one step ahead of its competitors or rendering strong competition to for holding sustainable
position in the market (Sahaf, 2019). The company BYD Energy also hold several competitive
factors which keeps the entity running and allow it to be leading in the marketplace. Few
competitive edge of BYD Energy are as follows:
 First two are the innovative power and passion of BYD Energy. The company is
passionate for developing the best innovative and new offerings for consumers for
developing and providing the best energy products which are pollution free.
 Another competitive power of BYD Energy is its excellence and pragmatism while
running its operations. Entity and its management develops plan after thorough
evaluation and by developing appropriate understanding of different risk, power and
other factors associated to it.
Critical Competitive Analysis of BYD Energy
Competitive analysis is a phenomena that is used for knowing the competition existing in
the similar marketplace of the company. Competitive analysis is must for the business as it will
provide an idea to the entity about the rivals existing, their power over the market, competencies
and most importantly their market share. A tool which is helpful in conducting competitive
analysis in relation with marketing is the 7P's model which is also known as Marketing Mix.
The Marketing Mix tool is a framework which has seven element and focusing over
seven tactical areas that are essential to be examined on marketing perspective for developing
most efficient marketing strategies and promotional ideas. The marketing mix of two competitors
of BYD Energy is also presented of comparisons and in-depth examination.

7P's BYG Energy Tesla Samsung SDI
Product The product offering
of the BYD energy 8
items that are energy
solutions developed by
innovative
technologies. The
company generate eco
friendly zero carbon
anything products that
are not at all harmful
to the environment and
provides utmost
benefits to the
customers.
Tesla is one of the
leading brand in the
world in technology
and automobile
industry giving huge
competition to all the
different organisations
the present in domestic
and international
market places. Is one
of the biggest
competitor of BYD
Energy too which
designs, develops,
manufacture and cell
electronic vehicles and
energy storage systems
along which installs,
operates and maintains
solar energy products
as well.
The product offering
of Samsung SDI is
offer specialisation in
renewable Energy and
energy storage
systems. The company
sells battery products
data of different types.
The organisation also
offers automotive and
electronic batteries
that are used in
semiconductors and
display fields (French
and Gordon, 2019).
Price Technology is not
sleep at all the cost of
new technologies are
always higher than the
existing one as they
are revolutionary and
updated. Therefore the
prices of the products
The pricing strategy
for the price of
products that are
offered by Tesla is the
highest amongst all the
competitors still the
brand is profitable and
regulatory growing
The pricing strategy of
Samsung SDI is is
comparatively higher
then BYD Energy as a
parent company
belongs to the Chinese
Market where cost
cutting is easy.

offered by the
biotechnology and not
low and only few
people from the
society can afford it.
because office
competitive edge of
uniqueness.
Place The entity has a huge
distribution channel
offering products to
different stores along
with making use of
online platforms and
technology for
rendering the
customers all the
required services and
products (Shilbury and
et. al., 2020).
The distribution
channels are
aggressively used buy
Tesla to provide
exactly what customer
needs, when the
needed and how they
needed by both
physical and virtual
platforms. The after
sales services of Tesla
also the best amongst
all different
organisations of the
similar industry.
Distribution channel of
Samsung SDI is more
diverse and flexible in
comparison with BYD
Energy as the store has
presence in several
markets and in huge
numbers.
Promotion In case of promoting
and spreading
awareness among the
public about the
offerings and services
of BYD Energy the
organisation have
developed several
advertising and
promotional activities
The Promotional
channels and strategies
that used buy Tesla are
technology driven and
shows the efficient use
of technology.
Marketing strategies
and promotional plans
of Tesla involves
innovation the
Samsung SDI make
use of digital
marketing, graphical
tools and social media
to keep people
attracted. Promotional
strategies of Samsung
SDI involves attractive
advertisements that are
digitally produced and

through which the
educate customers and
targeted audiences
about their goods and
services.
company uses the
technology in every
stage including
marketing while
developing
promotional ideas and
executing all the
strategies.
graphically edited
which are eye catching
and easily remembered
by people keeping
them aware and
remember.
Process The processes that are
used by the entities for
reducing the distance
between them and the
customers the
company makes use of
both online and offline
pathways for
efficiently providing
the products to the
consumers whenever
required and ordered
by them along with
providing them after
Sales Service as well.
Online and offline
processes are used
there are similar to all
the different
businesses in the
industry differentiating
app on the level and
the aggressiveness of
the functions that are
performed by Tesla in
both the segments
(Thrassou, Vrontis and
Bresciani, 2018).
The most common
paths that is used by
all different
organisations in the
current business
scenarios and
industries are online
and offline. Samsung
SDI also make use of
both physical and
virtual platforms to
distribute its offerings
and earn revenues.
People The organisation BYD
Energy as always been
loyal to their
customers as well as to
their employees by
keeping them satisfied
and focus about their
World's best scientist,
engineers, marketers
accountants and other
work force are
engaged with Tesla.
People are attracted
towards the company
Employee base is
referring to the people
of the business.
Samsung SDI have the
world's best employees
and expertise. The
company make sure to

needs and problems. It
enables The entity to
motivate the staff and
keep them happy
while working with
the organisation in the
workplace.
its operations and the
growth they receive
while working with
the organisation which
enthusiastic and retain
them for the longest
period possible which
the brand and which in
the organisation.
bring in the best
talents and to manage
them efficiently by
retaining the experts
for the longest period
possible within the
organisation.
Physical Evidence The promotional
activities, catalogues,
brochures, online
presence and physical
stores are the
evidences that
provided to the public
by the organisation for
or showing their
existence and proof of
their operations.
The Last but not the
least is the physical
presence of Tesla that
is true all the different
activities that is
performed by
organisation for
dealing in the market
and running its
operations in the
industry. The new
product launch has
different stages which
creates hype in the
audience and attracts
the largest customer
base towards the brand
keeping their physical
presence identified
easily by different
globally present
customers and
Physical evidence of
Samsung SDI
existence and
operations is provided
through its very
aggressive and
potential marketing
plans that are executed
efficiently with the
motive of attaining
utmost advantage of it
by the company in
relation with the
objectives and pre-
determined goals
(Burford and Chan,
2017).

investors.
Critical Customer Analysis of BYD Energy
Customer analysis is an important part of critical situation in valuation of the entity in
order to develop efficient marketing plans and programs. Segmentation, targeting and
Positioning or STP is a framework that consists of three marketing stages which simplifies and
summarises the process of market segmentation which is helpful for the business organisation to
increase sales while focusing on the particular targeted audience with are the relevant offerings.
In relation to BYD Energy the model is discussed in detail and underneath where all the three
approaches are evaluated for company's benefits and in relation with Marketing of products and
services.
Segmentation:
The first stage of this marketing phenomenon is to divide the marketplace into small
groups that are known as segments. These groups are divided according to the similarity in their
behaviours, characteristics and features. The first stage of segmentation helps be organisation
BYD Energy to divide the customers and potential buyers into small groups and match their of
rings with the needs as well as characteristics. The company is making use of geographical and
psychographic segmentation method where the company is dividing the market through regions
geographical basis and targets the beliefs of the society related to renewable energy sources
where the myth related to renewable sources of energy being wasted and can't be stored for long
period is reduced (Keshavarz and Jamshidi, 2018).
Targeting:
The targeting method is the next stage of the process where the organisation determined
and identifies different markets and developed different strategies to target the customers that
were divided into groups in the above stage. The higher and elite class families and people from
societies are targeted by BYD Energy. This is because of one particular reason that is technology
is expensive and it is not easily adopted or afforded by people. The product offering of BYD
Energy is huge but involves cost which is not easily borne by all the segments of the society.
Therefore the customer base is restricted to commercial businesses and families in residential
segment.
Positioning:

The third and the last stage of the marketing strategy is Positioning where the entity has
the responsibility to make itself position in the market in such way that the offerings and its
presence is recognised by all the different segments and most specifically by the targeted
audience. Positioning help the company in decreasing the market of its competitors and
increasing the brand image and equity market by positioning the products efficiently and
attaining the goals and objectives that set in advance in the beginning of the operations. BYD
Energy make use of social media channels and other digital marketing tools to establish itself
and its presence in the market and attracting the largest customer base. Social media is
considered to be one of the best gifts that is provided by technology to the marketing industry
that is efficient and cheap to utilise along with attracting the highest consumer base within the
respective targeted audience (Moutinho and Vargas-Sanchez, 2018).
Critical Strategic Collaboration & Contextual factors/issues
There are numerous contextual factors and issues that are related with the strategic
collaboration of business with the market and with the various different operations of the
organisation. These factors and issues are elaborated in relation to BYD Energy below:
 Social trends- The first is the social trends that are referring to words the changes taking
place in the needs and preferences of people and more specifically of the targeted
audience. The battery is provided by BYD Energy are developed with eco friendly
technology that are producing less carbon emission and less pollution to the environment.
But technologies are expensive and cost attractive which is being replaced by less costly
technologies that are more upgraded and potential changing the social trends and dividing
the customer’s attention towards them.
 Other issues- The few other issues that the organisation phased array related with
promotions distribution and other related processes which are associated with the market
structure. the promotional tools and strategies that are developed and utilised by BYD
Energy are not efficient enough and also are not updated as well which caused huge
problem for the brand and affected its marketing strategies and ideas.

TASK 2- STRATEGIC MARKETING OPTIONS AND PLANNING IN
FUTURE
Innovation Strategies for BYD Energy
Innovation is the term that is most flourishing in the world right-now which has potential
impact on business world and all the different types of industries present globally. Innovation is a
phenomena that shows the development of new offerings by making changes and updating the
existing the offerings and changing them into new and advanced products.
The mission statement of BYD Energy outlines over its path towards innovation and
technological development in the automating industry. The company's one of the competency is
its innovative offering and regularly updating technologies in accordance with the revolution and
advancement taking place in technology industry. BYD Energy is developing energy storage
solutions for customer which is ozone-friendly and does not emits carbon emission in the
environment causing more pollution (David and David, 2016).
BYD Energy innovates and develops products which are introduced in markets such as
low and high voltage battery boxes for residential and commercial purpose, have introduced
excellent intelligence connected with D-Link and other E platforms which are now part of
product portfolio of BYD Energy. The innovation strategies are of four types which are
represented in Innovation Matrix enabling leaders to identify the best suitable and the most
productive for their company and solve the problems.

(Source: Types of Innovation, 2015)
 Incremental Innovation- This form of innovation is when company is innovating by
staying into the same marketplace and by exiting offerings only. The organisations make
use of existing technologies and develop better value for customers by improving
designs, features and other aspects. This is one of the most common form of innovation
as almost all Organisation in the ages in incremental innovation in one or the another
form. BYD energy also, undertakes incremental innovation where company develops
offerings by just updating the technology for the existing customer base.
 Disruptive Innovation- This song of innovation is also known as stealth innovation
which refers to applying new technologies and processes for the products of the existing
market. It is an expensive process of innovation as new technology is expensive and
complicated to use involving new features (Hair and et. al., 2017).
 Architectural Innovation- The third form of innovation is architectural innovation
where the entity used their existing knowledge skills and technologies into an entirely
Illustration 1: Types of Innovation, 2015

different market. this form of innovation is helpful in increasing the customer base of the
organisation.
 Radical Innovation- The last form of innovation is radical innovation which gives birth
to entirely new industry by making use of revolutionary technologies for the customer
base in order to fulfil their needs and updating the society. BYD Energy make use of
radical innovation as well which is outlined in the vision statement of the organisation.
International Marketing Strategies for BYD Energy
Franchising:
In terms of this, organisation need to develop a successful brand image which is useful
for them in surviving within the market and it also allow the business owners to open there
branches for the business. It is considered as the good thing for the international marketing as it
becomes easier to break into new markets. For this, BYD energy need to give franchise to local
individual of the place in which they want to expand their business as it becomes more important
for them in terms of increasing their sales and image. As local person knows about the culture
and preferences of that particular area in which respective company wants to expand which is
useful in risk free expansion and also undertake effective measures for the better growth (Hunt,
2017).
Direct exporting:
It is the prominent method of exporting goods directly to the foreign purchasers in the
foreign countries. It is the common and simple strategy as in this, company directly sell its
products and services within the market like if company want to sell its offerings into Brazil then
they need to get their product into significant stores of Brazil and then analyse that how it works
as it matches the needs and requirements of people or not. BYD energy can also adopt this
strategy, by offering a quantity of products and after that analyse their growth in market for their
further expansion.
Joint venture:
It depicts the partnership among two or more organisations and then link up for the
further investment or business project. In this, both the organisations decide their profit ratio and
split it accordingly (Buhmann and Likely, 2018). Organisations mostly adopt joint venture
because of emerging within the particular market, in terms of increasing efficiencies by
combining the assets, share risk for major project and access skills and capabilities. In terms of

BYD energy, they can also make good terms with already existing company in same sector for
the further expansion and also helps in effective expansion and growth. As in this, both the
entities remain separate from each other but work together at the particular venture in terms of
achieve competitive advantage and success.
Licensing:
It is considered as the transfer related international marketing strategy as it include an
organisation in terms of giving prominent permission to the company for the effective use of
intellectual property within the stipulated period of time. For this, intellectual property considers
patented manufacturing procedure undertaking the trademark products, copyrights and technical
help. In terms of BYD energy, they also lead to give effective permission to other individual to
offer its products and services. In terms of this, the licensor demand a fee from an organisation
which give effective permission to licensee to openly use their name and offer their services
(Jensen, Cobbs and Turner, 2016).
The challenges facing BYD Energy in future
Challenges refer to the hurdles and hindrances faced by organisations while working
towards their ultimate objectives and for attaining the overall goals and aims. There are
numerous challenges that BYD Energy is going to face in future while innovating, developing
new products for customers and serving the potential offerings to them in the respective
marketplace. These challenges which the entity is going to face are elaborated further in context
of the organisation itself.
 Changing market trends- The first and foremost challenge that will be standing in front
of BYD Energy is off dynamic market trends and fluctuating market conditions. In
today's world the business is affected the most by the changing trends in the market and
variations taking place in operations and procedures. This is the most influential
challenge that will be faced by BYD Energy while operating in future, innovating and
developing new offerings according to the predetermined aims and objectives.
 External environment- Another challenge that makes business and operation
complicated is the external environment in which the entity is operating and running its
functions (Pedan, 2019). External environmental is atom which reflects upon several
different factors that exist which affects the business entity. Factors like political
environment, economic conditions, social trends, laws and others have to be evaluated by

BYD Energy while operating in order to develop their plans and functions accordingly as
the external environment cannot be moulded according to the business operations the
organisation itself have to develop their accents according to these factors for mitigating
the risks and their impacts (Rothaermel, 2016).
CONCLUSION
The above report is based on marketing and strategic evaluation of different models and
theories which are needed to be utilised for developing effective marketing strategies and
concludes the requirement and need to these tools for expansion and growth of the firm. The
report is divided into two parts in first a situational analysis is conducted with the help of Ansoff
growth matrix, marketing mix tool and STP model. According to the evaluation diversification is
identified the most suitable strategy for the company and the marketing mix framework enabled
to conduct thorough competitive analysis by reflecting upon the competencies of rivals and how
company can develop better tactical decisions in relation to all the separate aspects. The next
segment of the report is concentrated towards the future plans and strategic marketing options
available. Few international Marketing Strategies such as franchising and others are suggested.
Moreover, challenges such as dynamic business environment etc. are discussed which are going
to impact the business and operations of the organisation in future in relation to their marketing
plans and actions.

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