Analysis of Strategic Marketing Context and Challenges to Successful Strategic Marketing

Analysis of strategic
marketing context and
critical evaluation of
challenges to successful
strategic marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Analysis of strategic marketing context and critical evaluation of challenges to successful
Strategic Marketing..........................................................................................................................4
Situational Analysis....................................................................................................................4
Critical company analysis of BYD Energy .....................................................................................5
company’s mission/vision...........................................................................................................5
Directional and Growth strategies:..............................................................................................6
Competences and competitive advantages..................................................................................6
Resource Based...........................................................................................................................6
Critical Competitive Analysis .........................................................................................................6
competitor profiling....................................................................................................................6
Strategies.....................................................................................................................................7
competences and competitive positioning..................................................................................7
Critical Customer Analysis .............................................................................................................8
Key target customer segments, behaviours and value sought.....................................................8
Customer behaviours and trends analysis...................................................................................9
Critical Strategic Collaboration & Contextual factors/issues..........................................................9
key market structure....................................................................................................................9
Trends........................................................................................................................................10
Analyse BYD Energy’s strategic marketing options and planning in future.................................10
Module's key topics...................................................................................................................10
Consideration of the challenges facing BYD Energy in future.................................................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Strategic marketing is a methods through which an business differentiate itself from
competitors in market by focussing on industry's strength to offer better good and services and
effective values to consumers. The process of strategic marketing involve in planning to setting
target objectives and goals, analysing external and internal factors, planning of product,
implementation and progress tracking of business. This report based on BYD Co. Ltd, it is public
company based in Shenzhen in China and founded in 1995. basically they manufacture auto-
mobiles, buses, solar panels, battery powered bicycles, trucks and etc. they provide their services
and products in different countries. The below report includes the situational analysis, critically
analysis the BYD company and competitors in market. Analyse the customers which includes
their behaviours and their trends, key market structure and market trends. Analyse BYD energy's
strategic marketing options which includes the module's key topic and challenges facing by BYD
in further (Zhang, 2019).
MAIN BODY
Analysis of strategic marketing context and critical evaluation of challenges to
successful Strategic Marketing
Situational Analysis
This is based on market situation and company situation which is describe as below:
Examination of company
BYD Co. Ltd is a public industry and they manufacture Chinese auto-mobiles, buses,
bicycles, solar panels and etc. they has two main subsidiaries one is BYD Electronics and
another is BYD auto-mobile. BYD industry is high tech devotes to innovations in technologies
for better life. They has played important role in electronics industries, rail transit, new energy
and etc. from the generation of energy and storage to its applications, this industry dedicated to
offer solutions which are zero emission energy. In 2019 they generate 64.9 billions (Zhai and Li,
2019).
Competition
In market there are two main competitors one is CHERY Auto-mobile Co. Ltd and
another is FAW Group. CHERY is a manufacturer company dealing in Auto mobile and