Strategic Marketing Evaluation

Strategic Marketing
Evaluation

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART 1............................................................................................................................................1
Critical company analysis of BYD Energy..................................................................................1
Critical Competitive Analysis......................................................................................................5
Critical Customer analysis...........................................................................................................6
PART 2............................................................................................................................................7
Examination of TWO module key topics....................................................................................7
Consideration of the challenges BYD will face in future............................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
APPENDICES...............................................................................................................................13

INTRODUCTION
Strategic marketing is mentioned as the way a company effectively differentiate itself
from rivals through capitalising on current addition to potential strengths for offering consistent
values to customers in better manner than the competitors. It assist entities to discover areas that
are influenced by business growth and creating effective plan in order to cater customer
requirements (Avraham and Ketter, 2016). Organisations undertakes various activities for
strategic marketing evaluation so that ineffective marketing strategies are eliminated and suitable
decisions are implemented for obtaining competitive edge within selected market. For
understanding about strategic marketing evaluation, BYD Energy is selected. It is one of high
tech entity that is devoted for technological innovation towards better life. It is dedicated for
catering zero emission solutions for energy. The report is bifurcated in two parts. First part of the
report covers mission/vision of company, growth as well as directional strategies, competitive
advantages through application of Resource Based View. Further, it includes critical competitive
analysis and critical customer analysis. In addition, second part of the report examines two key
topics and challenges facing BYD enery in future.
MAIN BODY
PART 1
Critical company analysis of BYD Energy
Mission or vision of company
Build Your Dreams (BYD) Energy was established in 1995 as high-tech institution
devoted for technological innovations towards better life. The main workings are to build safe,
stable addition to efficient storage solvents for renewable energy. It is more dedicated towards
catering solutions in context to zero- emission energy. The business focuses on manufacturing
electric bicycles, automobiles, rechargeable batteries together with trucks, buses and so on. Its
existing automobile model range comprises of plug-in hybrids, petrol engined vehicles as well as
electric vehicles. Mission of BYD Energy is to create clean energy eco-system which reduces
reliance on petroleum for the world. In addition, creating provision of non-toxic energy solutions
with zero pollution together with zero emission. Passion, excellence, innovation and pragmatism
are some of its core values.
Directional and Growth strategies
1

Directional strategy
It is mentioned as strategy which is entailed by enterprise to take net long together with
short position within a market (Blakeman, 2018). It is implemented for enhancing profits,
accomplishing objectives and business growth. In present era, institutions creates own directional
strategies as per the business cope and aim. However, basic directional strategies are
retrenchment strategy and stability strategy that are discussed below:
Retrenchment strategy: It is the strategy which is basically designed for faltering
entities to improve poor performance. It is turnaround tactic which assists in regaining company'
strength along with financial stability through scaling back weaker operations and emphasising
on areas that supports to generate profits. When chosen business will use the strategy, it can
reduce operational costs as well as capacities by divesting underperforming areas and
outsourcing functions in the direction of success.
Stability strategy: The strategy that assist managers to stop investment of expansions
and make expenditures to for business stability in current market. With this strategy, managers of
BYD Energy will emphasis more on maintaining existing position and incrementing
improvements through changing operations as per perspective of targetted customer groups.
From above directional strategies, management team of BYD Energy follows stability
strategy so that they can cut investment expenses and make directions for maintaining strong
position in current market place.
Growth strategy
It is said to the strategy which is set with the aim to win larger shares of market.
Moreover, it is action plan which allows businesses to gain higher market shares against the
current ones so that business attains expansion objectives (Growth strategies. 2020). There are
various ways for a business concern to achieve growth aspects. Some includes investing towards
customer acquisition, adding new locations, expanding product line and so on. By using various
growth strategies, managers of BYD Energy make plans for advancing further together with
accomplishing enterprise growth in field of technological innovation. Some of growth strategies
are discussed below:
Concentration strategy: The strategy that is majorly used when organisational products
have huge growth potentials is termed as concentration strategy. It is pursued prior to
diversification within growing market place. Further, it is bifurcated into two types that are
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