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

This report provides a critical analysis of BYD Energy's company, competitor, and customer, focusing on its marketable strengths and competencies. It also discusses the strategic marketing employed by Tesla and Samsung SDI, two of BYD's major competitors. The report concludes with a customer analysis of BYD Energy, detailing its segmentation and targeting strategies.

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

emission less and it's quality of goods. It is a major player in making public transit easier
and more futuristic.
This strategic tool also takes two major assumptions of the above mentioned assets of the
company which remains constant throughout the investigation of a firm's competence which are
given below. Heterogeneity-In a perfectly competitive world, there would be no existence of a long
lasting edge that a brand gets to enjoy in every segment of a market as firms could easily
procure the same materials, assets and use the exact same strategy as any other company
to achieve the same business results (Grymshi, and et. al., 2022). However our world is
nowhere close to perfect and Resource Based View assumes that each organization has
it's own unique strategy an collection of assets that are difficult to mimic. The
competitors of BYD Energy cannot replicate it's mastery in providing clean storage
solutions and electric batteries easily.
 Immobility-The concept also supports the hypothesis that the assets that a business has in
it's custody are mostly not transportable from one company to another and definitely not
in a short notice of time. This leads to competitive advantage as firms cannot easily get
possession of a rival's resources. BYD Energy contains various trademarks and
intellectual properties for it's smart storage and battery powered solutions which are all
immobile.
The VRIO framework helps in highlighting the clear cut scope of competitive advantage that
exists within each unique asset a business has. It broadly categorizes asset analysis into 4 parts
which are Valuable, Rare, Costly to imitate and Organized to capture value which basically
means judging if the resource in question is a valuable for the company, if it is a market rarity or
not, analysing the cost the competitors would have to incur to replicate the said resource and
whether or not the company is robust enough to properly utilize it (He and Li, 2022). This model
gives an accurate view of BYD energy's marketable strengths and it's competencies mentioned
herein.
Resource and
Capability
Valuable Rare Costly to
Imitate ?
Organized to
capture value
Market
Advantage
Land Yes No No Yes Competitive

Parity
Research and
Development
Yes Yes Yes Yes Competitive
Advantage
Workforce Yes No No Yes Competitive
Parity
Focus on
Clean Energy
Yes Yes Yes Yes Competitive
Advantage
From the use of above models and analysis, it is clear that one of the biggest competitive
strengths of BYD Energy comes from it's immensely focused Research and Development team
which has been funded very adequately by the company to come up with latest marketing and
product research which has been instrumental in the company's new age advancements into clean
energy transit and storage options. The organization despite having a trained workforce and
world class large scale factories has it's fair share of competition in that regard. The firm builds
it's strategic marketing campaign around innovating new forms of clean energy solutions which
stems from it's groundbreaking research team's efforts.
Critical Competitive Analysis
To configure and solidify sound standards of strategic marketing in an organization, it is
very important to keep a constant tab on what the rival firms operating in the same market and
industry are currently doing (Kafouros, and et. al., 2022). This includes gaining an insight into
their offered product lines, the marketing strategies and promotional tactics being used and their
sales and profit figures. BYD Energy is a global player operating across multiple continents and
as such faces tough competition from various successful brands with appreciable market share in
the field of clean energy solutions, battery production and methods of easy electric charging (Ko,
and et. al., 2022). An analysis on some major rivals and their products and strategies of
marketing is as follows.
Tesla-It is an American company established in July of 2003 by Martin Eberhard and
Marc Tarpenning and it one of the most popular and dominant market players in the field of
electric vehicles and clean renewable energy sources with an estimated global market share of $1

Trillion. Tesla is a direct competitor of BYD Energy as it's popular products and offerings are all
tied to supply and utilisation of sustainable energy stated below. Tesla Electric Vehicles-The main market product line upon which Tesla has built it's
brand is it's group of electric high end vehicles which enjoys huge popularity, great
customer loyalty and social media hype due to being loaded with cutting edge features ,
being fully electric. Tesla has also fully embraced artificial intelligence in it's car interior.
 Tesla Powerwall, Powerpack and Megapack-This is a direct competition to BYD Energy
as it is also a lithium made rechargeable battery storage form made for clean household
consumption. Tesla has differentiated this product line according to operational scales as
powerpacks and megapacks are similar to powercell but are much more powerful as they
are built keeping the requirements of businesses and power grid stations in mind.
The brilliance of the strategic marketing employed by Tesla can be judged from the fact that it's
overall budget for it is 0$. It aggressively markets the products by presenting them as a novelty
and status driven product and smartly uses the customer feedback experience as a part of it's
goodwill driven promotion campaign as it provides industry best customer service both before
and after the sale (Li, and et. al., 2022). Tesla is also a heavy competitor to BYD in the social
media landscape due to the phenomenal online presence of it's CEO Elon Musk who is a global
celebrity and is the source of constant entertainment and petty controversies.
Samsung SDI-It is a smart and clean electronic parts and creative energy solutions
provider and manufacturer headquartered in Yongin, Gyeonggi-do, South Korea. It competes
directly with BYD Energy as it is a green company which places special emphasis on taking care
of the environment and the nature during it's material processing operations. It primarily makes
parts involved in semi conductors and makes rechargeable batteries used for high quality storage
and auto vehicles which makes it an urgent rival in the global marketplace (Liu, and et. al.,
2022). It provides some unique market offerings listed below. ESS (Energy Storage System)-It is specifically built to provide a reliable energy
regulation backup to the wind and solar power energy outlets installed by people and
lowers the distribution and energy procurement costs of energy by a lot without stressing
the environment.
 Utility Commercial Solutions-By developing both large and small scale ESS, Samsung
SDI provides a host of services including distribution, regulation, streamlining and

managing a stream of electrical systems. They provide a single cell solution to multi
channel organization and individual needs.
The battery manufacturing market has changed over time in respect to the priority that
companies gave to certain operations when it came to developing a strategic marketing tactic.
Earlier, scaling back of costs while keeping production of heavy-duty batteries was an
organizational priority but in recent times entering into small term partnerships with auto part
makers is a new trend which has picked up pace due to rise in competition. BYD Energy has
been quick to adapt to this change but Samsung SDI has refused to do so. This makes life of
BYD a little bit easier however SDI has launched a new battery brand called PRiMX which has
promised the public a next level battery service based on customer needs so BYD Energy needs
to be careful of the same.
Critical Customer Analysis
It is an underrated and often overlooked analytical subset of business analytics in which
the behaviour and tendencies of customers are investigated and they are segmented, targeted and
positioned in relevance to the product being offered by the company (Madikizela, Nomngongo
and Pakade, 2022). BYD Energy's customer analytics through the classic lens of the STP
Strategic Marketing model is described below. Segmentation-It was established that the research and development team of BYD
Energy is it's biggest strength as it comprises of top level talent in huge volumes which
lowers costs. This allows for impeccable market research on customer trends and buying
behaviours which is used to segregate them based on various factors using consumer
demographics, psychological tendencies and personal values and beliefs. BYD Energy
segments the market to suit it's 4 major product divisions which are renewable batteries,
electric vehicles, clean energy solutions and portable electronic goods. It segments it's
customers mainly based on their income level, age and their personal beliefs as their
products are very tech savvy and futuristic. Targeting-It is the next logical step in customer analytics as after thorough segmentation
of the market has been done and segments that to be catered to have been clearly
identified by the company, the segments are further studied and aligned with the
company vision and values after which resources are poured into promotion efforts that
take place for market penetration (Nordberg, and et. al., 2022). BYD Energy has recently

started targeting price sensitive drivers with low or middle class level income as it has
begun to provide electrical and clean vehicle offerings at a low price to cater to this
specific segment. This development came after customer study revealed that this
statement was feeling left out because of Tesla and it's rivals selling cars at astronomical
prices.
 Positioning-This is the final step of the model and the ultimate aim of analysing
customer data as it refers to the build-up of a brand in the mind of the targeted market
segment audience with a specific agenda in mind. There has been a huge rise in public
awareness and authority regulation when it comes to environment pollution, every aspect
of life is increasingly being implored to go green and BYD Energy has successfully
managed to install as a completely clean emission free goods and service provider
(Pieke, 2023). It is a world leader which supplies electric battery installed clean buses,
builds green public transits and skyrails and rechargeable batteries and for customers, it
has become a price conscious company which makes futuristic clean products for all
income and age segments.
Examination of 2 following topics along with challenges facing BYD Energy in future
Innovation Marketing Strategies-The strategic marketing is a method through which an
business organisation differentiates itself from its competitors by concentrating on its strengths
so that it can provide the better services and value to its customers. It is very important for the
organisations to have a strategic marketing plan for its products and services so that it can
promote its business. This is very essential and helpful for the business organisations. This report
is based on the organisation known as Build your dream which is the high tech organisation and
devoted to the technological innovation for the better life. The organisation main purpose is to
build safe and stable storage solutions for renewable energy (Sakhri, and et. al., 2022). This
report will include various topics such as the explanation on the topic innovation and its theories
and the other topic is international marketing strategies with the use of the STP model.
The strategic marketing is known as the planning and process of creating the different
marketing strategies so that organisation can pro9mote and expand its business. It is basically the
planning that which matrix or the models will be suitable for the organisation. This is the most
important strategic planning for the growth of the business organisation. The strategic marketing
is also referred as the use of the disciplines which help in achieving the goals of the business

organisation by developing a sustainable competitive advantage. It addresses the high level f
considerations such as what market to target, which product or services to offer and to keep the
price in strategy and how to promote it.
An innovation strategy is plan which helps in increasing the market share or the
profitability with the better products and innovation within the organisation. When taking about
the creating solutions, a innovation strategy also indicates whether a product improvement or the
disruptive innovation approach is best for getting innovation within the organisation. When an
organisation is using appropriate methods of innovation then they can reach to their prospective
buyer and also enhance their overall sale and profitability (Santos, and et. al., 2022). In relation
to Build Your Dream company, there are certain innovative strategies which are given below:
 Proactive strategy: In this, an organisation is having the effective innovative strategy as
they tends t have strong research and development team by which they can be the market
leader and they can access the knowledge from various range of sources and then they
take huge risk. In this aspects the manager and the leaders emphasis on having better
products to them so that they can establish the good brand image in the market. There are
basically two technology that is used in a proactive innovation strategy are radical which
means change the nature of the given commodity and other is incremental that is means
to change the process for the purpose of effective performance.
 Active strategy: It is the innovation strategies which includes defending the existing
technology and also responding to the marketing quickly. They basically use the in-house
research and development aspects so that the risk can be reduced and they can effectively
operate in their operations. As the people are having broad source of knowledge and
medium to low risk exposure which ensures the easy functionality of the business.
 Reactive strategy: It is the innovation strategy which is used by the organisations that
has already proven in the market and successfully implement in their operations. They
basically analyse who are their followers and then they have to emphasis on the
operations and then take a wait and see the approach and always look for the low-risk
opportunities which ensures higher profitability and easy functioning of business.
 Passive strategy:It is the basic strategy that is used by the company when the customer is
demanding change in their given products and services. This an be done after
understanding the prospective demand of the buyer in order to have better products to

them. This also leads to have more profits and revenue with low-risk activities within the
organisation.
As per the above discussion, it is suggested to Build Your Dream to use the active
innovation strategies by getting ready for quick response one the market and technologies are
proven. This also helps them to have the low-risk operations by which they can rightly generate
more revenue and profitability (Shahjalal, and et. al., 2022). Additionally, they can effectively
cope-up with the emerging changes within the market trends and innovative techniques in the
large market which also leads to have higher profitability and growth.
4 P's of innovation is the model which was introduced by Tidd and Bessant. They
developed the concept which is discussed below:
Product- This is related the offering of the business organisation which is been provides to the
customers.
Process- It is related to the way in which the organisation creates its products and how the
company deliver to its customers.
Position- The position is related to the that who are the relevant customers of the business
organisation and to whom the organisation focus on creating a story. This is the most important
asp3ect for the organisation.
Paradigm- This includes the way in which the owners and the marketers think about the
organisation. It is also called as business model.
The innovation space model suggest that the company Build you dreams can adopt this
model and this will help the organisation in achieving its goals and objectives. The innovation
strategy is the most suitable for the organisation in order to innovate into the new product so that
the organisation can achieve more and the growth and success.
Challenges
 The organisation can face challenge while in the innovation strategies as it is not
necessary that the innovation in the product will be accepted by the customers who are
internally targeted.
 Also the company can face challenge of the various policies which differ from country to
country.
International Marketing Strategies-It is known as the strategies which can help the
organisation to market its products and service internationally. It is very important for the

organisation to market its product international so that it can achieve the objectives of the
organisation. The international marketing strategies includes the various model such as STP
analysis which is discussed below:
STP ANALYSIS
It is a tool which is used by the various organisation in order to target the right customer
set for the organisation and segment them according to the various aspects. This is the most
important tool which is utilise so that the organisation can market its product 9internatially and
where it wants. This is essential because offering the product to the right customers is the
important aspect.
Segmentation- This is the process of dividing the customers into the smaller groups so that
organisation can focus on a particular group of people (Zeng, 2022). This is the most important
aspect and the organisation can segment on the different basis such as
 Demographic- This is on the basis of the age, gender, occupation, education level etc.
 Psychogeriatric-This is the basis where the organisation need to focus on the lifestyle,
hobbies and activities of the customers.
 Geographic- This contains the segmentation on the basis of the country, region etc.
 Behavioural- This is the segmentation of the customers on the bais on their behaviour
which includes their attitude.
The organisation Build your dreams can segment its customers on the basis of
demographic which can include he high income level of people. This will the most suitable
option.
Targeting- This includes that which segment will the most target audience for the organisation.
As the segmented on the basis if high-income level the target auide4nce for the Build your
dreams will be the people with high income and the occupation.
Positioning- This is related that how the company will position its product or services it can be
said that how the organisations unique from its competitors. This is the most important aspect
and to differentiate with the other competitors.
Challenges

 In the international marketing strategies there is a challenge that the organisation might
be facing which can be the cultural differences.
The another challenge can be the segmentation of the customers internally (Zhong, and et. al.,
2022). Mowing the customer will be the most biggest challenge for the organisation.
CONCLUSION
The above concluded report has established the definition, dimensions and various
processes that form a part of a company's broad strategic marketing campaign in the operational
context of BYD Energy. The organization's current assets and competencies were studied using
Resource based view and VRIO framework and it's vision and overall future mission of
becoming a leader in clean energy solutions and contributing towards a fully green way of
leading everyday life was highlighted. The competitors of the firm and their market offerings and
marketing strategy was put into view to undertake a competitive analysis. Customer trends and
behaviour was looked at briefly using the STP Marketing model and the various innovation
strategies that goes into making BYD a market leader was also described accordingly. The
challenges that occur while undergoing the process of designing and executing a marketing
strategy was discussed as well and it was realized that Strategic Marketing is a continuous and
arduous process which is needed for firms to expand and grow in a robust manner.

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