UGB335 Strategic Marketing Assessment: BYD Energy Company Analysis

This report offers a comprehensive strategic marketing analysis of BYD Energy, a high-tech company focused on renewable energy solutions. The analysis includes a critical evaluation of the company's mission, directional and growth strategies, competencies, and competitive advantages using the VRIO framework. It also examines the competitive landscape, highlighting key competitors like Farasis Energy and CBAK Energy Technology, and analyzes their marketing and pricing strategies. Furthermore, the report delves into customer analysis, identifying key target segments and discussing customer behaviors, values, and trends, particularly the growing preference for green energy. Finally, the report explores potential future marketing options for BYD Energy, considering the challenges the company may face in the evolving energy sector. This in-depth assessment provides valuable insights into BYD Energy's strategic positioning and future prospects.

UGB335 Assessment Strategic
Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PART 1............................................................................................................................................3
Critical company analysis of BYD Energy.................................................................................3
Critical Competitive Analysis......................................................................................................6
Critical Customer Analysis..........................................................................................................8
Critical Strategic Collaboration & Contextual factor..................................................................9
PART 2..........................................................................................................................................11
Marketing options and planning in future.................................................................................11
Consideration of challenges faced by BYD Energy in future...................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Strategic marketing is basically the use of marketing disciplines that helps the
organization to achieve the goals by developing & maintaining sustainable competitive
advantages. In the current era, having strategic marketing is important so that accomplishing the
organizational objectives of possessing significant practices in turn achieving competitive
advantages can become possible. The current study is based on BYD which is one of the
successful organization operating in high tech industry that develops significant formulation of
the approach so that accomplishing appropriate position in market has become possible. Recent
investigation will focus on having the appropriate information regarding the situational analysis
which will focus on having in depth examination of company. It will pay attention on
competition, customers, collaboration related practices of business so that proper information to
get effective insights. This will emphasize on having the depth understanding regarding other
key topics so that getting appropriate information can be obtained. On the basis of this it can be
articulated that these both the parts will allow to get the precise information in turn having
appropriate details to have deeper insight about the highlighted subject matter.
MAIN BODY
PART 1
Critical company analysis of BYD Energy
Mission:
The particular firm has the mission to change the world by creating a complete and proper
energy system so that reducing the world reliance on fissile fuels can become possible. Build
your dream has the mission to operate in industry by following these aspects of having effective
mass production of plug in hybrid electrified vehicles so that significant positioning in market
can be derived.
Directional and Growth strategies:
there are various form of the actions which are taken into the consideration by
organization so that accomplishing relevant growth in specified industry can become possible.
The firm is having higher level of focus on achieving appropriate clarity of its competitors,
customers, market operating, etc so that significant execution of approach for deriving growth
can be done (Schiavone and Simoni, 2019). The firm is having the business strategy of zero

emission of goal attaining with compliance with market trend. It has the objective of having
commitment to making all fuel powered vehicles for the targeted audience. For being successful
the firm has given emphasis on possessing proper actions that can offer significant modular,
flexible design and customization to mete the diverse customers requirements.
From the evaluation it can be articulated that the particular organization is having
effective performance due to giving higher emphasis on its human resource by possessing
significant level of expertise so that becoming one of successful organization in manufacturing
sector through satisfying its clients in effectual pattern (Chernev, 2018). On the basis of the
evaluation it can be interpreted that the there are various directional and growth strategies which
can help the firm to achieve significant advantages by possessing competitive advantages. The
main reason behind this is that having effectual growth & development which can be achieved
by using strategies like geographic, diversification, development of products and market. The
particular organization is having the enormous labor surplus and developing reputation by
formulating and offering superior technology. The company has the solid expertise in
rechargeable batteries & became relentless advocate of sustainable development.
From the evaluation it can be interpreted that there are different form of the competitive
benefits which are basically obtained by the business through having the execution of
diversification approach. The main fact behind this is that it is helpful in deriving competitive
edge by offering customize products on varied location so that higher buyer satisfaction can be
derived. In it customizing of products the emphasis is provided by the company for offering
diversification to the targeted audience can become possible (Donthu and et.al., 2022). The
main reason behind this is to have higher customer satisfaction through establishing strong
position in market in turn attaining greater growth to uplift the overall performance can be done
in highly effective manner. The main reason behind the application of this approach of growth
strategy is to have higher profitability & stability in market so that attaining proper functioning
in sector is helpful in deriving proper performance.
Competencies and competitive advantages:
On the basis of the evaluation it can be interpreted that BYD is one of the successful
organization that is functioning in manufacturing sector by having effectual set of gaining proper
performance can become possible. It can be properly exerted by analyzing the company

competitive advantage by applying VRIO analysis in turn proper information to get growth &
development in specified sector can become possible (VRIO Analysis of BYD Company, 2022).
Resources Value Rare Imitation Organization Competitive
advantage
Global and
local presence
Yes Yes Can be imitate Yes Strong
competition
Presence of
leadership
team
Yes Yes Can be imitate Yes powerful
competition
Alignment
with corporate
strategy
Yes No Might be
imitate
Yes Not significant
competitive
advantage
Cheap capital Yes No Might be
imitate
No Low
competitive
advantage
level
Supply chain
flexibility
Yes Yes Can be nearly
imitate by the
other
competitors
Yes Good
competitive
advantage
Intellectual
property
rights,
copyright and
trademark
Yes Yes In this there
is low level of
risk of
imitation by
the similar
companies
operating in
the similar
sector.
Yes Strong
competition

On the basis of the VRIO analysis it can be interpreted that the company is possessing
effective level of resources which are serving the competitive edge in turn good growth to have
higher effectual performance in particular industry has become possible.
Critical Competitive Analysis
In the particular market there are different types of the companies that is operating in the
market for having effectual growth and functioning. In order to develop the appropriate strategy
it is important for the company to pay attention on having effectual information regrading the
prevailing level of the competition so that accomplishing the objective of higher profitability &
stability can become possible (Mogaji, Maringe and Hinson, 2020). From the assessment it can
be articulated that the company is having higher extent of competition from the companies
which are as follows:s
BYD Farasis Energy, Inc. CBAK Energy
Technology
Marketing strategy The particular firm is
having effectual
marketing strategy so
that accomplishing
the goals an objective
has become possible.
This pay attention on
using the effective
marketing strategy of
having the execution
of adverting on the
newspaper, social
media, etc so that
accomplishing the
goal of attracting
customers.
It is one of the
significant player in
the particular industry
which has the attention
on having
implementation of
digital marketing
practice through
connecting with its
targeted audience. The
main reason behind
this is that firm has the
objective of higher
profitability and
stability via attracting
customer for gaining
higher profitability.
This particular firm
serves competition to
the BYD as it has the
good level of presence
in market for
accomplishing the
objective of having
good growth by
paying attention on
having offering the
goods to customers on
affordable pricing.
This helps it to build
significant marketing
strategy in turn
attaining the good
performance in market

can become possible.
Pricing strategy On the basis of the
analysis it can be
articulated that the
particular enterprise
uses the appropriate
pricing approach
which has the focus on
having profitability by
recovering its ll fixed
and variable cost. It
pay attention on
having execution of
cost plus pricing
approach
The main objective of
the company is to have
higher market share by
possessing effectual
emphasis on
possessing significant
approach for grabbing
attention of customers
through ensuring that
trustworthiness can be
created. The firm
focuses on
implementing the
good standardized
charging by using
skimming approach
that shows the higher
quality offering
From the evaluation it
can be articulated that
the company is
possessing the
approach of pricing of
implementation of
competitive. On the
basis of this, it can be
articulated that it I
important for the
company to gets
higher profitability &
stability.
Unique selling point
(Competitive
advantage )
The one of the crucial
competitive advantage
that provides
assistance to have
reliable approach of
growth &
development in
industry. It comprises
low cost and
possessing effectual
R&D strategy that
The particular
organization has the
competitive advantage
of possessing
significant approach of
offering goods with
higher quality in turn
achieving good growth
in market can become
possible.
On the basis of the
evaluation it can be
articulated that firm is
having greater
presence in
international market
which shows that firm
is having greater
competitive
advantage of market
share that indicate

helps in having
innovative practices.
higher
competitiveness.
On the basis of this, it can be articulated that there are various operators in the particular
sector so that accomplishing the significant performance by BYD so that effective growth &
development by possessing competitive advantage.
Critical Customer Analysis
KEY TARGET CUSTOMER SEGMENTS
The segmentation of the customers for this organization would include the consideration
of the factors such as demographic, psychographic, geographic and behavioural (Schiavone and
Simoni, 2019. The understanding of the customers through the demographical information has
been considered to be the key which helps in the analysation of the area which are required for
the understanding of the effectiveness. The target customers for this organization are going to be
the key factor that is able to influence. Consumer for the same demographics tend to the value
the same products and services which is and narrow the segments in one of the most important
factors. For this company the target customers is going to be the ones that have an automobile or
the business which manufacture the automobiles this is what influences the growth (Consumer
behavior in marketing – patterns, types, segmentation, 2022). Focus of this organization has
been considered to be the key factor that is able to help the business master the research of the
organization to be able to achieve the results that are required in their sales.
CUSTOMER BEHAVIOURS
Customer behaviour is the process that the customer chooses or use for the disposal of the
products and services, that include the consumers emotional and mental behaviour towards the
responses. For this company the behaviour of the customer is going to depend on the ways in
which the business is going to be able to analyse the performance and be able to generate the
effectiveness that is required for the achievement of the growth (Donthu and et.al., 2022). This is
going to be important for BYD energy company because this is going to help it plan the
strategies that are required for the achievement of the success.
CUSTOMER VALUE SOUGHT
Value for the customers is considered to be very important for the sharing the
understanding of the how the business is exactly able to help the market achieve the results. The
focus of the brief explanation is considered to be the value (Sindhu and Mor, 2021). The market

of the organization has been considered to be the key factor that is able to influence the values of
the economic services and social benefits for the customers and the company to be able to
receive in the exchange the quality of the products.
CUSTOMER BEHAVIOUR TRENDS
In the industry of the energy sector the consumer behaviour has been considered to be
affected due to the increase in the ways in which the business is able to gather the growth that is
required. The current trend in the market is for the use of green energy conservation for the
automobile (Dogu and Albayrak, 2018). Due to this mind-set the customers in the current world
prefer the green and environment conscious energy for being able to achieve the success that is
required. In such scenarios the identification of the gaps is considered to be the key factor that
influences the choices made by the customers in the market. The use of AI technology is in the
current trend of the energy market for which the businesses has been able to successfully utilize
the strategies that are required for the achievement of the benefits.
Critical Strategic Collaboration & Contextual factor
There are distinct types of the factors which are needed to be concentrated by organization so
that accomplishing proper performance in turn significant growth can be derived. This involves
key market structure, trends and supply chain, etc.
Market structure
In order to accomplish the aim of organization to have efficient, safe and stable solution
n for the renewable energy so that significant processing can be provided (Beirman, 2020). It
offers the batteries for residential & commercial purposes that is allowing to cover the good
market share. In this industry the emphasis is provided on having such proper level of market
structure so that signification compliance with the prevailing trend scan become possible. It is
the public company which is operating successfully in specified sector so that achieving the
higher profitability by adhering with the core values such as fairness, passion, innovation and
pragmatism. Company is possessing such positive working culture that ensure that all the
employees and managers are having required level of skills so that coordinating with changing
requirements of business can become possible. The firm is having the investment in good pattern
as compared to previous which shows that it is operating successfully in the market. On the basis
of this it can be articulated that the market structure adopted by firm is to offer customized goods

by possessing effective level of positive working culture in turn giving relevant performance
that can help in meeting demands of its targeted audience.
Trends
In this specific industry it is crucial for the company to give emphasis on having effectual
application of such corporate strategy that can assist in having reliable coordination with
changing external environment (BYD, 2022). On the basis of this, it can be interpreted that there
are different kinds of trends which are required to be followed for having successful operating in
sector. This includes having proper demand side management, effective energy resource, proper
distribute energy as a service, block chain, etc so that significant level of growth can be obtained.
From the evaluation it can be articulated that firm having proper following of trend is important
which is done by firm through possessing significant pattern of execution of technology so that
attaining higher quality can be done. This firm has inclining trend of revenue & profitability that
can be taken as the crucial indicator of success. This is becoming possible for firm as it is having
relevant compliance with changing situations.
Supply chain management
It is one of the important factor that is highly required to be taken into the process by firm
as it helps in meeting the market forces such as demand & supply (Gonzalez-Fuentes, Robertson
and Davis, 2021). The particular organization is having proper distribution strategy that is
helping enterprise to gain competitiveness by possessing proper design and growth in tun
accomplishing objective of higher revenue has become possible. It uses the SAP cloud platforms
for catering services so that covering the multiple locations & logistics areas by possessing
relevant design in the proper manner is exerted. From the assessment it can be stated that Build
Your Dream is having effective supply chain approach that is helping to coordinate with
customer requirements in turn good performance to have strong position in the market has been
derived. On the basis of this, it can be specified that BYD is possessing effective supply chain
management that is helpful in attaining strong competitive advantages.

PART 2
Marketing options and planning in future
The marketing options of the BYD Energy has been considered to be affecting the following
topics,
INNOVATIVE STRATEGIES
Innovative strategy is a very common innovation that is the mission and a detail plan
which aims to create the values for the customers which are willing to pay. This has also been
considered to be the policy which influences the geared behaviour towards the achievement of
the future for the growth (Vollrath and Villegas, 2022). This company which is an automobile
and rechargeable battery producer in China need new innovation for being able to expand its
operations in UK. The innovative strategies that this organization can be using for this expansion
are going to be the following,
Proactive Innovation Strategy
This company with this strategy is going to have a tendency to have a strong research
orientation and the first mover advantage. The technology market leader is going to be the
knowledge from a broad range of sources that is able to take the big bets and high risk. This type
of innovation also includes the radical use of technology in which the innovation changes the
nature of the product. The constant technological process for improving the quality of the
products and services are considered to be very important for the innovation strategy.
Active Innovation Strategy
The active innovation strategies involve defending existing technology with the market
for being prepared to respond quickly once the markets and technologies are proven (Usman and
Okafor, 2019). BYD energy can use this approach for the broad source of knowledge and
medium to generate low risk to exposure.
Reactive Innovation Strategy
The reactive innovation strategy is used by the companies for focusing on the operations,
waiting for the approach and also generation of low risk that can help in the management of the
operations (Chandra and Sharma, 2018). It has been proven to be the use of an entirely
incremental innovators that is able to influence the examples which the company can use for
helping with eh service models.
Passive Innovation Strategy

The passive strategy of the organization for its innovation is focused of waiting until their
customers demand the changes in their products or services. This is considered to be something
an automotive supply company can utilize as this affects the customer’s and the demand of the
changes to the specification before the implementation of these factors. This would require
proper analyzation of the market and the demand of the customers which a help the business
generate the growth that is required.
INTERNATIONAL MARKETING STRATEGIES
This company for being able to grow its market through expansion would need to
successfully use the marketing strategies for being successful. Therefore, the creation of the
international marketing strategy is going to be the key factor that is going to have ability to
resolve the fundamental issues that hep in embracing the blunders which try to cross into the new
markets.
International marketing is considered to be the tactics and methods which are used for the
market products and services in the multiple countries. This is also said to be the factor that is
able to analyse the unique challenges for the marketers which due to the culture language, laws
and other factors are differs. Following are the strategies that can be use by BYD energy for their
international marketing,
Expanding brand awareness
Increasing of the brand awareness has been considered to be the degree of consumer
recognition of a product for the name (Brault and et.al., 2022). This has been considered to be
the consumer recognition of the product with the name for the creation of the brand awareness is
a key step for the promotion of new product or reviving an older brand. This can be done for the
company through technologies and other different strategies for gathering the attention required.
Doing Market Research
The market research is going to be very important aspect for the BYD energy company to
be able to understand the requirements of the customers in a particular market. It can be said that
the cultural differences is understood through the customs, traditional and religious beliefs and
how the product is going to fit them. Analysation of the economy of the country would also help
the business plan the investment that the marketing needs to make. For this organization needs to
also analyse the legalities and the different regulations which are considered to vary from
country to country. This is going to provide the business ethical consideration.

Global SEO
This is the strategy in which the business uses the SEO practices at its maximum
potential. In the international market the building up of the SEO is a better long-term approach
that helps in the separation of the language versions for the website to maximize the content for
SEO. This is a very good practice that has been considered to be the canonical for the company
to use the Google for the marketing through large locations. This allows the company to be very
effective for the requests for the requests and communication in the foreign language.
Untapped or underserved markets
In an organization the gathering of new strategies is also considered to be very effective
for the ways in which the business can gain advantages for tapping into the underserved markets.
This has been considered to be the key factor which helps the marketing of the organization be
more effective and also help the organization to generate the growth that is required. Being able
to effective increase the marketing in a new market allows the business to capture the market and
gain the competitive advantages.
Consideration of challenges faced by BYD Energy in future
BYD as an organization is going to face the following challenges in the future,
Currency rates:
Currency Rate fluctuation is one of the most challenging international business problems
for the international business. This is going to help in the business in the exchanging rates for the
central part of the strategy for the international businesses. The global economic volatility has
been the factor that is able to help in forecasting profit. The fluctuation of the unpredictable
levels can impact the plans of the organization to globalize (Zulfiqar and Ahmad, 2020).
Company will have to pay its suppliers and the production costs in US dollars but selling in the
market is going to help the business that is weaker to be able to end up with a much smaller
margin in the market.
Political Risks:
Due to the unpredictability of the political instability of the countries the internal business
always faces the risk of not being able to understand the ways in which the politics of the
business can impact the BYD energy in the future. Changes in the political landscape is going to
be the risk assessment of the economic and political landscape which is critical in nature. The
identification of this unstable policies and the corrupt practices can also be the reason for a huge

issue in the emerging markets. These changes in the government can also bring the changes in
the policy regulations which help in damaging the foreign business investment.
Supply Chain complexity:
Increase supply chain complexity can be the reason due to which the organization faces
issues that are considered to be the factor which is essential for the ways in which the supply
chain and the managing suppliers are facing the issues. This is also considered to be the factor
that is able to gain the risk in the international business for the labour to work effectively through
exploitation of the workers. This has been seen as the key factor that helps the business to
manage the operations in the supply chain for the generation of the growth.
CONCLUSION
From this project it can be concluded that BYD Energy is going to be success through new
marketing strategies which is going to include the use of market research and global SEO
practices. In this project the strategic marketing content and its critical evaluation of the
challenge faced by the company for success has been explained. In this report the critical
company analysis is going to provide the view of the 4 areas which are the main focus of the
intangible marketing assets that contribute towards the success of the resource based view of
business. The has been also considered to be the factor of the competitive analysis which is
essential for the analysing the competition of the profile which helps the business manage the
understanding and competences and also the competitive positioning. The critical customer
analysis in which the discussion for how the customers play are major role in the strategic
collaboration and contextual factors and issues has been analysed. In this report the innovation
strategies and the internal marketing strategies that can be used by this organization has been
explained. This project was able to analyse the challenges which has been faced by BYD energy
in future.

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