Strategic Marketing Analysis of BYD Energy

This report analyzes the strategic marketing context of BYD Energy and evaluates the challenges faced by the company. It discusses the company's brand vision, mission, core values, and resource-based review. It also examines the competition with Tesla and Daimler and current trends in the electric car industry. The report concludes with a discussion on the target market and challenges in the industry.

Marketing strategy

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Analysis of the company’s strategic marketing...........................................................................3
Consideration of the challenges facing BYD Energy in future...................................................9
Future challenges for BYD energy............................................................................................10
CONCL USION.............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic evaluations of the company is considered to be the critical level of assessments
which tends to be developed through the marketing audits which is most important aspects to
achieve the company aims and objective in perfect manner. Organization needs to be there h=the
pragmatic and realistic approach regarding the strategy implementations by proper level of
recognizing the objective which are challenging which supports the correct degrees or budgets
for the necessary resources. The effectiveness of there strategic marketing decisions helps in
activating there under the mentioned processing for the strategic planning and customer
satisfactions.
In this report, there will be clear discussion on analysing the strategic marketing context along
with critical evaluation of the challenges to be the successful in strategic marketing. In addition,
the report will have discussion on the BYD (Build Your Dreams) Energy which is the high-tech
company devoted to technological innovation of better life as the product are battery-box low
and high voltage for residential and commercial purposes, large scale battery projects in many
countries (Masiero and et.al., 2016). At the end the report will be conclude as determining their
different aspects which are critically important to have the company success as having proper
level of examination company, competition, customer, collaboration.
MAIN BODY
Analysis of the company’s strategic marketing.
BDY company is the high-tech company which have the devoted to make technological
innovations for the better life. The company have the establishments over 30 industrial parks
along with palsying the significant roles in the industries which are related as the electronics,
automobiles, new energy and rail transit. The company have the energy generations and storage
to it applications have the dedication in order to make the providing the zero emissions energy
solutions. The company have the overseeing the manufacturing, assembly and the sale of the
producer as there is the rare level of resources and capabilities which have the providence the
firm competitive advantage (Cao, Zhang and Antony, 2018). As the third aspects have the
resources alongside accessibilities as the resources view focusses in imitability.
Brand vision - the visions of the company is new energy is changing the world and the green
technology is leading the changes. As form the innovation to applications there have the
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providence of the comprehensive business solution which strives to drive the development of the
new energy industry.
Brand mission
The company have the technological innovations is considered to be best life. The firm have the
solar farm capturing as the power of sunshine’s as the energy storage systems. The firm have the
mission to have the electric vehicles as green belts to have the connect the city with zero
emission and zero pollution. The mission of the company is the green dream to the mankind.
Core values
The company have the core values as the excellence which make the motivation of dreams with
vitality. Pragmatism which turned to the dreams into reality, passion for fulfilling the dreams
with spirits and the innovations have the facilities of the dream by innovation. There are the
important core value of the company struggling to achieve the firm vision and mission by
accomplishing the gaols and objective in perfect manner.
Resource based review
This is considered to be the managerial framework is order to have the determining the strategic
resources that’s the companies tend to the exploit in order to have the achievement of the
sustainable consumptive advantages (Zhao and Yao, 2018). The company tends to have the
invested the resources into the development of the fomal programmes which have been designed
as the mentoring the relationships for the human development strategy. This have been actually
believed that’s there RBV helps in there building the competitive advantages through the
employees along with creating there high perfuming organizations but this turn out to be major
challenges for the company to have the optimization of the HRD contribution in reviewing the
resources based.
The firm have been tuned out as there most level of innovative brands in the independent
national auto brand which have leads to the flied of electric vehicles with unique level of
technologies. In the field of new energy, the firm have the tendency of developing their long-
distance motor coaches, construction vehicles, and warehouse equipment like forklifts.
As per the focussing of the value the firm have the ins the compete advantages as been in the
international markets. The firm have the biggest level of value due to there legendary level of
founder and CEO Wang Xuanwu. The current level of global economy has been considered as
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there tough and highly competitive as entrepreneurial leaders have the lead to the sustainable
success in their market.
On the other hand, to have the achieves the success in the marks have the major level of
contribution to the rare valuable resources and capabilities as the company is success masking
the each and every parts of the and components of the vehicles in the houses. Hence, there for
they don’t have the greater level of issues with the terms of contractors and the BYD have the
earning of the greater margin and profitability in the perfect manner (Quan, Loon and Sanderson,
2018). the firm makes the overseeing of the manufacturing, assembly and sales of the products.
Hence the rare resources are sacksful in giving there firm a greater level of competitive
advantages.
Th next which have the need to be focused in about there imitability as it stand out to be
difficult by the competitors holding the greater numbers n the different copyrights as allocating
the higher level of budgets in order to have the reaching of research and development cost as it
tends to be increase in the ever years aspects. Especially the development and protection of the
intangible sources and capabilities har the successful management which helps the firm in
building there nan imitative compositive structures for the compete advantage in the market.
The company successful developed the competitive structure by interdating there equality,
passion don innovation as the core of business (Tsai, 2017). The firm have the intimidation with
working as the supper work environments have the major level of carer opportunities as the
family like organizations also make the contribution in the dramatically effectivity of the firm.
The firm have the major level of contribution of the tangible and intangible assent a , resources
and capabilities which have lead the BYD o be successful, sustainable company’s an the strong
level of compositive ad stages in the both domestic and the Forgan markets.
A very strong level of asset of the chammy is innovative R&D departments along with
production ones which have the strengthening the firm competitive advantages. The firm have
the allocation of the bigger budgets which turned out to be more level of essentiality to have the
rare values in order to imitate and the organising the good level of structure you gains the
competitive advantage
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Competitors
Tesla
As the company BYD have the identification of the major level of competitors as there Elon
musk Tesla which have the aims of selling the million of cars in the upcoming years where as
BYD have turned out to be becalming the largest EV company long before the aim of upcoming
years of Tesla. As comparative to tesla in the year 2018 have soled 6099 electric vehicles as
compare to another manufacture whereas the BDY have successful sold 43073 electrics vehicle
worldwide which is considered to be very more that’s any other single brand. The car
manufacturing are the investing the developing the new electric cars EU is supporting the
innovation which is tasselling the challenges decarbonization of the road transport by
contributing the transitions for the greener road transport while the boosting the comparativeness
the European markets
On he other hand is been competed to have the starting in the top of the markets whereas the
BDY have planning to take everything virtually on the wheels and concerts it into the electric
power . The BDY is the world leaders in the manufacturing of electric busses by delivering more
than 6000 of then in the year 2018 (Rarick, Angriawan and Firlej, 2017). It has the feel of the
electrics taxi which is operating in the pace of Chicago an the plane to make the proper
expansion of the e-taxi services in new York.
As comparative to the tesla, the company have the clear ideas of focusing of the hustling trucks,
airports and the seaport operations, long distance motor coaches, construction vehicles, and
warehouse equipment like forklifts. On the other hand, tesla have their big pals but the forklifts
well done to the last in the priority list. More important to mark it can be stated as the company
have succeed in here delivering the e-bussed and e taxis have wends to have travels for more
than 327 million miles in the revenue services which’d equivalent to the CO2 emission which
have been compressible saved to make the planting of forest of the 581678 trees. The Elon musk
tesla have the dreams of building the fossil fuel free future but there this ambitious plan has their
inclusion of not only the cares but a large variety of vehicles categories. The BYD have the
building of dreams of it owns and turned out to be the biggest level of manufacture of the electric
vocalises n the plane.
Daimler
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On the other has Daimler is the one of another top competitor as it have the clear level of
operating in the automobile manufacturing industry as the firm successfully generating the
1,060% of BYD's revenue. The company leaders Ola Kallenius Chairman & CEO have the
score of the 86/ 100 as comparative to BYD as just 75/100. As the total basis the Daimler Is
working with the 298655 employees where as the BYD have the 229000-employer working for
the company at the different location in justified manner. the firm have the total funding of $2.2
billion as the competitor have the $13 billon is respective manner. In addition to that’s BYD
have successfully generating the $18.3 billion on the revenue where s the competitors firm is
succeed in generating the $193.4 billion of amount (Shang and Choi, 2020). This have allow the
company t have the proper level of exasperation in the term of the diversification possibilities
for the existing level of portfolios to get the better perspective in gains the locking the new
positions. As the company staff it has been stated as the fossil fuel vehicles will be soon and
steady been replaced by their environmentally responsible solutions. This have been turning out
to be the golden opportunity for the taking the technology and leveraged it as the matured larges
scales as per the country’s lifestyles a standard and infrastructure.
Current trends
The vehicle have the proper level of manufacturing in the research which have the audiences to
working the improving the charging the support the consumer have the growing interest in the
sector the electric cars have the dominating the passenger transport market no longer seems quite
distant. This have the EU looks have the carbon neutrals future based green energy and emission
which have the undoubtedly integrals to debate around Europe the automotive future.
The car manufacturing are the investing the developing the new electric cars EU is supporting
the innovation which is tasselling the challenges decarbonization of the road transport by
contributing the transitions for the greener road transport while the boosting the comparativeness
the European markets.
There is the kind technological which is being the pioneered by the projects has the kind of the
technological innovations with the disposals to have the proper level of versification n the
consumer expectations by fostering the choices in relation to the e vocatives by the proper
widening the technical possibilities as much as possible.
Key market customer
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Target Consumer
BYD company have the powerful markets strategy which turn out to be quite to simples as the
serving the one target markets which is cresting the premium level of sported car segments
which is currently have the working out as cross over into the everyday market (WANG, 2017).
As more private level of investments funding as which tends to be more properly discusses. This
have the inclusion of the mono segments positions have the focus on the better level of retailing
and make the proper understanding of the customer group activities which is the one of the
targets segments.
Th firm have the seeing of the anticipatory level of positioning wit the effective target segment
development process as he products of the company have the lower level of turnovers which is
properly based on the forces of the product and service on the market will have the turnover he
increase in the future as clear energy which is the becoming the socials norm.
The fir have the managing of the psychographic profiles BYD has created to develop their
prestige strategy as the hardcore level of loyal user which have the stouts wealthy m socially
responsible along with cursing of the environuts are considered to be the early level of adopter
in term of trends and intellectual concept in perfect manner.
Fad users as who are the Likes novelty and being on trend. Socially compliant (will strive to
keep up with the group). Mid to late majority of adopting trends. Limited commitment to clean
energy.
Challenges
The challenges which have been faced by the electric car industry’s is such as the going the
distances in the single charges as they have need to be charge faster. There s the improvement in
the manufacturing have the driving the battery prices down by allowing the car market to have
the install the battery cells without the driving the prices too much.
There is the different level of midst among the consumer regarding the feeling of the cars as the
gas stations hare retie every music as the charging the battery is something usually have the pull
out to have the performance of the task at itself (Sharma and Jha, 2016).
The people don’t have the size of buying the electric cars as there they feel they can make an
occasional long cross-country trip without worry. That's where highway chargers at rest stops
come in. There are currently several companies and industry groups working on building out
networks of fast chargers.
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Th next which have the need to be focused in about there imitability as it stand out to be difficult
by the competitors holding the greater numbers n the different copyrights as allocating the
higher level of budgets in order to have the reaching of research and development cost as it
tends to be increase in the ever years aspects.
Consideration of the challenges facing BYD Energy in future
Innovations strategy have been considered as the plans for growing the market shares or the
profits through the innovation of product and services. This have the statement as the effective
strategy have their helps in achievement the business s growth in order to have the targeting the
unmet needs to helps the customer. The BYD company is not only the car manufacture as the
trying to popularize there to have the management of the attractive concepts at the different
armed pales.
The company have the introducing itself as there superiors level of safety rating along with
superb customer services an make the contusion level of improvements in the cars even after
the purchase of the customer. The firm tends to have the major level of dedications to have
eventually targeting the markets places with their effective level of innovation in perfect
manner. The firm have been tuned out as there most level of innovative brands in the
independent national auto brand which have leads to the flied of electric vehicles with unique
level of technologies (Agrawal, 2019). The current level of global economy has been considered
as there tough and highly competitive as entrepreneurial leaders have the lead to the sustainable
success in their market. Especially the development and protection of the intangible sources and
capabilities har the successful management which helps the firm in building their nan imitative
compositive structures for the compete advantage in the market. With the increasing competition,
the resource might become scare in the near future thus BYD energy might be more vulnerable
for bringing technological innovations and improvements in its batteries and vehicles
On the other hand , the firm have the believed that’s there best pals to make the proper level of
delivering invasion is the niches as electric cars and electric-gasoline hybrids hit the market to
lacklustre sales. In addition to that’s there electric automatise industry turned out to be the more
level of abused and inexpensive which is ticking the general publics as the niche innovations
system. Now the car manufacturers are being forced for decreasing the CO2 emission & this will
be a great challenge for the BYD energy as this will eventually increase their overall price as
well as will decrease the performance of their batteries and vehicles
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Social & Ethical Strategies
There is need to have the busiielbg the core values and the ethics in the organizational culture
which have the effective strategic planning as the stakeholder theory have the strong level
policies ethical consideration such as customers, suppliers, governments, communities, and
shareholders are all impacted by organizational processes (Ogan. and Chen, 2016). This have the
code of theirs along with getting the structural addictions to make the rpoepr level of ensuring
do the strategic panning. The company have the overseeing the manufacturing, assembly and the
sale of the producer as there is the rare level of resources and capabilities which have the
providence the firm competitive advantage. The firm have the mission to have the electric
vehicles as green belts to have the connect the city with zero emission and zero pollution. The
mission of the company is the green dream to the mankind. There are the important core value of
the company struggling to achieve the firm vision and mission by accomplishing the gaols and
objective in perfect manner. The firm have the allocation of the bigger budgets which turned out
to be more level of essentiality to have the rare values in order to imitate and the organising the
good level of structure you gains the competitive advantage.
Future challenges for BYD energy
Environmental pressure
This is one of the biggest challenge which BYD energy will face in the near future. As
majorly the transportation is responsible for emission of around 30% of the CO, most of the
countries have now become aware and developed various environmental reforms. Now the car
manufacturers are being forced for decreasing the CO2 emission & this will be a great challenge
for the BYD energy as this will eventually increase their overall price as well as will decrease the
performance of their batteries and vehicles (De Stefano, Montes-Sancho and Busch, 2016).
Building the brand loyalty
This is the another greatest as well as important challenge which BYD dreams might face
in the coming future. Due to the advent of digital technology, competition is rising in each and
every sector and according to recent studies and research, it is expected to reach a great level.
This fierce and intense competition might affect the position of BYD energy in the future (Wei
and et.al., 2018). The great competition in the automobile industry might force BYD energy to
face a great brunt. Along with this, due to the rising and peak competition BYD energy might
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face difficulty in marinating its position within market and this will eventually affect the sale of
their batteries.
Technological innovations
Bringing the technological innovations in each and every product is highly necessary for
the organizations in order to penetrate a large market and gain competitive advantage. Until &
unless organizations will not bring innovation in their services & product, it will not be able to
increase its customer base. Thus this is greatest and fundamental challenge which BYD energy
might face in future due to the scarcity of resources. With the increasing competition, the
resource might become scare in the near future thus BYD energy might be more vulnerable for
bringing technological innovations and improvements in its batteries and vehicles (Hussain and
Zeadally, 2018).
Boycott of Chinese market
In view of the recent pandemic situation of COVID-19, most of the countries have
decided to boycott Chinese markets and their products. In this scenario, BYD energy might face
a huge brunt as most of the parts for the vehicles and batteries are being imported from china.
Besides this, BYD energy has a large share in Chinese market which might face a huge burden
due to this situation. Due to the large market share within the Chinese markets, this company
might fail to increase its profitability as well as revenue ratio within these (Barabás and
et.al.,2017).
Supply chain
The supply chain within the automobile sector as well as for solar industry has always
been a complex process. The constantly changing supply network will eventually pose a great
challenge for BYD energy in the coming future. The rising cost might evaporate away the profits
of this company. BYD energy has its supply chain decades older and has not brought any
changes from past few years. Due to this, company might face a great shut down in its
production line (Hussain and Zeadally, 2018).
CONCL USION
From the above file it can be conclude as Organization needs to be there h=the pragmatic and
realistic approach regarding the strategy implementations by proper level of recognizing the
objective which are challenging which supports the correct degrees or budgets for the necessary
resources. The company have the energy generations and storage to it applications have the
11

dedication in order to make the providing the zero emissions energy solutions. The company
have the overseeing the manufacturing, assembly and the sale of the producer as there is the rare
level of resources and capabilities which have the providence the firm competitive advantage.
There for they don’t have the greater level of issues with the terms of contractors and the BYD
have the earning of the greater margin and profitability in the perfect manner. the firm makes the
overseeing of the manufacturing, assembly and sales of the products. Exasperation in the term of
the diversification possibilities for the existing level of portfolios to get the better perspective in
gains the locking the new positions. The car manufacturing are the investing the developing the
new electric cars EU is supporting the innovation which is tasselling the challenges
decarbonization of the road transport by contributing the transitions. As more private level of
investments funding as which tends to be more properly discusses. This have the inclusion of the
mono segments positions have the focus on the better level of retailing and make the proper
understanding of the customer group activities which is the one of the targets segments. This
fierce and intense competition might affect the position of BYD energy in the future. The great
competition in the automobile industry might force BYD energy to face a great brunt
Bringing the technological innovations in each and every product is highly necessary for the
organizations in order to penetrate a large market and gain competitive advantage
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REFERENCES
Books and Journals
Online
Barabás, I and et.al.,2017, October. Current challenges in autonomous driving. In IOP
Conference Series: Materials Science and Engineering (Vol. 252, No. 1, p. 012096).
IOP Publishing.
De Stefano, M.C., Montes-Sancho, M.J. and Busch, T., 2016. A natural resource-based view of
climate change: Innovation challenges in the automobile industry. Journal of Cleaner
Production.139. pp.1436-1448.
Hussain, R. and Zeadally, S., 2018. Autonomous cars: Research results, issues, and future
challenges. IEEE Communications Surveys & Tutorials.21(2). pp.1275-1313.
Masiero, G and et.al., 2016. Electric vehicles in China: BYD strategies and government
subsidies. RAI Revista de Administração e Inovação, 13(1). pp.3-11.
Cao, W., Zhang, Y. and Antony, B., 2018, October. Belt and Road: A New Journey for Foreign
Investment-A Case Study of the Internationalization Strategy of BYD. In 3rd
International Symposium on Asian B&R Conference on International Business
Cooperation (ISBCD 2018). Atlantis Press.
Zhao, M. and Yao, X., 2018, May. Game Analysis of Family Firm Innovation Decision-Taking
BYD as an Example. In 4th International Symposium on Social Science (ISSS 2018).
Atlantis Press.
Quan, X.I., Loon, M. and Sanderson, J., 2018. Innovation in the local context: A case study of
BYD in China. International Journal of Innovation and Technology Management,
15(02), p.1850017.
Tsai, R.Y., 2017. Brand & Product/Service Strategy for the entrance of BYD Auto to Europe.
Rarick, C.A., Angriawan, A. and Firlej, K., 2017. BYD of China: An Automotive Company on
the Road to Global Dominance?. Journal of Applied Business and Economics, 19(6).
Lin, Y., Li, J., Huang, X., Guo, Z., Sun, Y. and Zhang, R., 2018. Exploring a Sustainable
Business Routing for China’s New Energy Vehicles: BYD as an Example. In Advances
in Green Energy Systems and Smart Grid (pp. 70-80). Springer, Singapore.
Shang, X.F. and Choi, M.C., 2020. A study on the corporate culture of BYD. International
Journal of Advanced Culture Technology, 8(1), pp.135-140.
WANG, X., 2017. MARKET POSITIONING AND DEVELOPMENT STRATEGY OF
LITHIUM BATTERY PRODUCTS-BASED ON BYD GROUP (Doctoral dissertation,
SIAM UNIVERSITY).
Sharma, A. and Jha, S., 2016. Innovation from emerging market firms: what happens when
market ambitions meet technology challenges?. Journal of Business & Industrial
Marketing.
Agrawal, P., 2019. Electric Bus Market Overview 2018 to 2025.
Ogan, T.L. and Chen, X., 2016. The Rise of Shenzhen and BYD--How a Chinese Corporate
Pioneer is Leading Greener and More Sustainable Urban Transportation and
Development.
Wei, S.Y and et.al., 2018, October. Heterogeneous Goods, Strategic Investment, and First Mover
Advantages: Real Options Theory and Empirical Study. In International Wireless Internet
Conference (pp. 277-294). Springer, Cham.
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