Strategic Marketing Analysis of BYD Energy: Company, Competitors, and Innovation

Renewable Energy
Consumption

Table of Contents
INTRODUCTION ..........................................................................................................................3
Part 1 Appropriate marketing theory and models to examine sector and company. ......................3
Company analysis ......................................................................................................................3
Competitive analysis...................................................................................................................6
Critical customer analysis...........................................................................................................8
Part 2 Analyse BYD energy's strategic marketing options for future. ............................................9
Innovation strategy .....................................................................................................................9
International marketing strategies.............................................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Strategic marketing help organization to develop strategy for customers and help to
understand customers needs and wants. It help organizations to increase profitability of business
and make them achieve goals and objectives easily and effectively and help in overall success of
business. Strategic marketing include marketing research, social media marketing and consumer
behavior. BYD is a Chinese manufacturer of automobile batteries for buses, bicycles and
produce products like solar panels and rechargeable batteries. Quality product and regular
innovation help them to earn a competitive advantage and develop a place for their product in
market. Company become a major manufacturer of automobile battery. Report will discuss
overall company analysis of BYD energy and their vision and mission prepare strategies for
growth of business in market. Discuss competitive advantage by applying resource based areas.
Examine two key competitors on basis of their profile, strategies and competitive positioning.
Discuss key target customers segments and their behavior that help them to earn an advantage in
market. Discuss innovation strategies that help business to develop and innovate their product
and services for future development of business at a large scale. Discuss international marketing
strategies that help company to develop overall market presence and improve effectiveness of
product and services.
Part 1 Appropriate marketing theory and models to examine sector and
company.
Company analysis
BYD is a Chinese manufacturer of automobile battery and rechargeable batteries.
Company become one of the major manufacturer of automobile batteries. Company working
with revenue of 8.5 billion US dollar(Adhikari, 2018). Company have around 220,000
employees working for development of business at large scale. Company expand business by
capturing mobile phone battery market and establish business as one of the leading company in
market. Company become a largest Chinese manufacturer of batteries. Company began
expanding business at a large scale with number of customers in towards organizations product

and services. BYD innovation in their product help them to attract customers and grab a market
share easily.
Mission
Build your dreams mission is to changes the world with their innovative products and
overall expansion in technology to reduce greenhouse gases and wastage of fossil fuel.
Innovation in technology help them to develop world and solve large number of issues with
technology.
Vision
BYD vision is to sustain in market for a long run by providing quality products that help
them to earn customers loyalty towards their product and services.
Growth strategies
Ansoff's matrix
Matrix help companies to know the risk of growing business are as follows.
Market penetration
Strategy that large number of firms uses product in existing market it help companies to
increase their market share(Reed, 2018). Strategy make companies to increase sales of their
existing product for existing customers base. In context of BYD company is able to decrease
price of mobile batteries to attract existing customers easily towards product. Promotion and
advertising of automobile batteries to increase their presence and attract customers easily.
acquiring business of competitors in market help them to gain an advantage in market.
Product development
Organizations develop a new product in existing market to attract customers easily and
achieve their goals more effectively. Proper research help companies to develop new product and
establish in market. In context of BYD company have strong knowledge about their existing
market place that help them to launch a new product easily according to market need. BYD
spend money in research and development of new product to grab existing market. Company
need to increase partnership with other firms to gain access in each partner's distribution channel.
Merging resources to create a new product help company to increase sales easily.
Market development