Strategic Marketing Analysis of BYD Energy: Competitor, Customer and Company Analysis

Strategic Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Critical company analysis of BYD Energy.................................................................................3
Critical Competitive Analysis.....................................................................................................6
Critical Customer Analysis.........................................................................................................8
Examination of 2 following topics along with challenges facing BYD Energy in future..........9
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
In today's rapidly changing business world where disruptions are many and competition
is seemingly unpredictable, simply drawing out and acting upon a marketing plan isn't nearly
enough for an organization to just survive, let alone thrive. Every business has it's own set of
actions when it comes to execution of it's product and service promotion however it is through
the sound implementation of a tried and tested market driven strategy that an enterprise
capitalizes on it's strengths and gain success in capturing the intended market. Strategic
Marketing refers to the combined use of organizational information and marketing tools in order
to develop, maintain as well as sustain the competitive advantage a business has over it's
competitors in the targeted market (Brink, 2022).
Established in February 1995 at China by it's founder, Wang Chuanfu, BYD Co. Ltd.
(Build Your Dreams) is headquartered in Shenzhen, Guangdong and is a company dealing in
cutting edge technological products in the field of Automobiles and Electronics. This report aims
to provide a complete strategic marketing analysis detailing the models, theories along with
challenges faced by a marketing strategy in operational context of BYD and it's newfound focus
on developing environment friendly clean energy solutions both in the field of electronic goods
and vehicle making.
TASK
Critical company analysis of BYD Energy
President of BYD's USA branch which was established in 2011 and is headquartered in
Los Angeles has stated that the organization's primary mission is to become a market leader in
electronic goods and vehicles by providing outstanding innovation in the field of clean and
sustainable energy with the long term vision of drastically reducing the human dependency on
fossil fuels to power their day to day routine operations (Charlton and Marozas, 2022). Build
Your Dreams company as a business is committed to expand and grow it's electronic business
with a focus on sustainable and clean forms of storage, batteries, travel and transit while making
sure that it contributes towards a broad picture which is sustainable urban development.
The company has also stayed true to it's original vision over the years as it has now
become an industry leader in a wide array of cutting edge technological sectors such as solar car
manufacturing, clean energy enabled storage and high quality skyrail. It is also currently the

world's leading producer of recharging battery and buses which run on electric batteries in
multiple countries Asia and both Northern and Southern America. The philosophy of the brand is
to partake in technological breakthroughs that impacts and simplifies daily life as the energy
from the sun gets harnessed during the day only to give clean energy to families at night, BYD
aims to bring forward a brand new energy line in the future.
When it comes to critically analysing a firm and focusing on it's marketable strengths to
develop an effective marketing strategy, one doesn't always have to study the external
environment using models like SWOT and PESTLE and focusing on the internal surroundings of
a company to discover and embolden it's competencies and sources of market advantage can help
a business prosper in both a short and long term (Dixit, and et. al., 2021). A Resource Based
View model prioritizes the amount and types of assets an organization possesses and checks if
they indicate having elements of differentiation which has a direct relation to a firm finding and
maintaining a competitive edge in the market.
Arranging and classifying BYD Energy's assets in the framework of this model reveals
that it contains a wide variety of assets listed herein.
 Tangible-These assets have a physical imposition and includes all the belongings of a
business whose presence can be felt by touch. Mainly includes the machinery and
hardware components, land, building and business premises along with the capital
flowing in the business. BYD is a multinational market leading brand in it's target
segment which started in China but now operates in more than 50 regions across the
globe. It also owns the world's biggest factory pertaining to iron phosphate batteries.
These resources also include all the warehouse and packaging plants and spaces owned
by BYD Energy. The existence of a highly trained workforce and a very well budgeted
and developed R&D department is one of the biggest strengths of BYD Energy.
 Intangible-These type of resources do not display a physical nature but are still wholly
owned by the company. Majorly involves the market reputation and goodwill a brand
carries, trademarks that a company files and the intellectual properties of a business.
BYD group is one the biggest manufacturers of electrical energy solutions in the world
and has received numerous intellectual properties from recognized authorities(Du, and et.
al., 2022). It also enjoys a very good market reputation due to it's initiative of going