Strategic Marketing Evaluation for BYD Energy

This report provides a strategic marketing evaluation for BYD Energy, a high tech organisation that deals in developing zero emission energy solutions. It includes situational analysis, critical company analysis, customer analysis, and strategic marketing options for BYD Energy. The report covers innovation strategies, international marketing strategies, and challenges facing BYD Energy in future.

Strategic Marketing
Evaluation

Contents
INTRODUCTION ..........................................................................................................................3
TASK 1- SITUATIONAL ANALYSIS..........................................................................................3
Critical company analysis of BYD Energy.................................................................................3
Differentiating marketing strategies with the competitors:........................................................5
Critical Customer Analysis of BYD Energy...............................................................................9
Critical Strategic Collaboration and Contextual factors/issues................................................10
TASK 2- STRATEGIC MARKETING OPTIONS & PLANNING IN FUTURE ......................11
Innovation Strategies for BYD Energy.....................................................................................11
International Marketing Strategies for BYD Energy................................................................13
The challenges facing BYD Energy in future...........................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing plays a very important role in the organisation and is considered to be significant
factor and plays a major role in the growth, revenue and profits of the organisation. In addition to
that marketing process involves strategies and promotional plans that helps in promoting the
products and attracting large customer base (Zhou and et. al., 2021). The process of marketing
plays a very important role and is considered to be an important activity in all types of
organisation. In the present report, it involves the organisation Build Your Dreams Energy which
is basically a high tech organisation that basically deals in developing zero emission energy
solutions, dealing in the technological factor and innovation. The organisation provides energy
products to the customers and focuses on sustainable, efficient and safe energy storage. The
report involves the development of the strategic marketing options. The report involves the
competitive evaluation which is conducted with the help of Segmentation, Targeting and
Positioning and also involves the application of the marketing mix. The report further involves
the various contextual and collaborative factors and are overlooked critically in order to
understand the marketing trends. In addition to that it involves models, theories such
International marketing strategies, innovation strategies and relationship strategies.
TASK 1- SITUATIONAL ANALYSIS
Critical company analysis of BYD Energy
Vision/Mission:
The mission and vision statement of BYD energy us “To render and provide the best
renewable resource solutions to customers. The organisation is emphasised in innovation and
focus on creating zero-emission energy solution for both commercial and residential purpose.
Growth Strategies:
It is important for an organisation to focus on gaining higher growth and for this, an
appropriate growth strategy is required to be adopted and implemented as well. The higher
authorities of BYD Energy make use of Ansoff Matrix (Buccieri, Javalgi and Cavusgil, 2020). It
is defined as a strategic planning toll which help an organisation to choose an appropriate growth
strategy and attain competitive edge over its rivals. The model mainly consists of four growth
strategies that is market penetration, product development, market development and
diversification. The Ansoff matrix in context to the respective organisation is given below:

 Market Penetration- It is the first strategy and herein, the company offers the existing
product into the existing market with the objectives to increase sales, market share and
profitability level as well. In this stage, the risk is low as the market is saturated and
already have an existing brand. It is important for an organisation to bring new and
attractive offerings in the market with the existing product so that it can attract large
number of customers. Market development: The other quadrant of the Ansoff's growth matrix is entering into
the completely new market with the existent products as well as services. In this, the
manager targets the new market environment for further increasing the market share of
the products as well as services. In context to BYD storage, the firm can adopt this option
of strategic marketing in order to enhance the market growth of its battery storage
products. This will support the company to tap into untapped market where it can explore
more opportunities for further growth and development of its market. In addition to this,
the market growth option can be favourable for the company as the government of global
countries are focusing more on adopting the renewable energy sources which causes less
harm to the nature by emitting much less carbon dioxide. Hence, the company can see
this as the golden opportunity for improving its market as well as customer share
effectively(Berl, 2020). Product Development: This strategic marketing option is the riskier option to choose for
enhancing the market share as well as development. In this, the firm develop new
products for the existing market. This option is suitable for that company who is planning
to enlarge its operations as well as increasing the customer share within the same country
of operation. In context to BYD storage company, the company can enhance its current
market share in china by selecting this strategic marketing option. In addition to this, the
firm can develop new batter storage systems for the electric cars or bikes as the demand
of using electric powered vehicles is on a rise in the country. Hence, this option of market
share growth is also considered as the viable option. Diversification: This market growth strategy is one of the most riskiest option available
as it includes tapping into unexplored market with the entirely new products as well as
services. This option of market growth is suitable for the company who has large number
of resources as well as financial capital in market. In context to BYD energy, by choosing

this option the firm can launch new products in different market conditions. This option
can be riskier for the organisation as the new customers may or not focus on its new
product(Borchers and Enke, 2021).
Recommendation: After analysing the above strategies, it has been recommended that the
BYD energy company should adopt the market growth option of Market Development as this
will support the firm in increasing its market share which directly leads to the higher profits. In
addition to this, the organisation can also increase its competitive position in the market by
opening new avenues of market development. Hence, the market development strategy can assist
the firm in gaining competitive advantage in its existing marketplace(Doucette and Hae, 2021).
Differentiating marketing strategies with the competitors:
Marketing mix BYD energy Tesla Sonnen
Product The BYD energy
provides to its
customers the
sustainable as well as
efficient power storage
solutions. In relation to
this, the company
provides the extensive
ranges of low and high
voltage battery
equipments for use in
the residential as well
as for commercial
purposes(Gayduk and
et. al., 2020).
The TESLA deals in
providing wide ranges
of sustainable energy
battery products which
consumes less power
in order to function
effectively. The
Power-well product by
the company is famous
in the market for
providing energy
storage services to the
customers. In addition
to this, the TESLA
Mega-pack is also one
of the product of the
company that delivery
battery storage
The other competitor
of BYD energy is
Sonnen which
provides the energy
savvy as well as
intelligent battery
solutions for the
residential as well as
for commercial
purposes. In addition
to this, the firm
provides intelligent
battery solutions
services with effective
prices.

services for the high
scale commercial
industries.
Price The BYD energy firm
adopts lower pricing
strategy for the
purpose of drawing
attention of large
number of customers.
By adopting the latest
low cost technologies
the company was able
to reduce the prices as
compared to the
competitors.
The company follows
the higher pricing
strategy for their
energy storage
products. In addition
to this, the high
investments in
Research and
development area is
considered as the
reason for charging
high prices. Moreover,
the rising cost of raw
materials in the USA
country is also known
as the reason for high
pricing strategy.
The company also
adopts low pricing
strategy in order to
attract maximum
number of customers
in the market. The
firm set pricing
strategy according to
the pricing strategies
adopted by the
competitors in
market(Kumar, 2022).
Promotion The company promote
their products in the
global market by
taking use of digital
media platforms. The
firm posts creative as
well as immersive
contents related to the
cost as well as
environmental benefits
The TESLA basically
runs its advertisement
programs through
using television as
well as social media
platforms for
promoting their
products to the
customer. In addition
to this, the firm
The company
advertise their
products by adopting
affiliate marketing
strategies. In this, the
company posts links in
the number of social
media platforms where
customer can read the
product and can buy it

of adopting sustainable
battery products(Li,
2021).
advertise their product
by making well
attractive videos of
their products and post
it to the social medial
platforms. This
supports the company
in gaining higher
customers.
from the official
website of the
company.
Place The company operates
from its physical
stores based in various
provinces of china.
Along with it, the
organisation also has
the online presence in
digital marketing
platforms as well as
has well built website
for targeting customers
at the international
level.
The company perform
its operations in the
different provinces of
USA as well as other
international countries.
In addition to this, the
organisation has also
made a creative
website through which
the international
customer can see their
various high
technology products
and can
buy(Triwidarto,
Nugraha and Selamat,
2019).
The organisation run
its operations from the
its physical stores
based in Germany as
well as in other
European countries. In
addition to this, the
company also target
customers by taking
support of affiliate
marketing strategies in
social media
platforms.
Physical evidence The company runs
their business
activities in the
different countries
The company runs its
operations in various
city of America as
well as European
The company runs its
operation in the
Germany as well as
other European

such as North
American countries,
India and many more.
In addition to this, the
organisation also run
its operation from its
website where it
communicate with
customers by showing
its extensive range of
products in the
effective manner.
countries. In relation
to this, the company
operates from the
social media platforms
as well as from its
official website where
the customer can
explore large variety
of their products in the
most convenient
manner.
countries where the
customer can visit and
see their products. In
addition to this, the
company also exists in
the social media
platform where the
number of customers
can see their exclusive
products and can get
product information in
easy manner.
Process The company adopts
sustainable process for
delivering its products
to the national as well
as international
customers. In addition
to this, the firm adopts
eco-friendly ways for
packaging its products.
The TESLA company
discovered new ways
of supply chain
process by combing
innovation in the
process. This has
enabled the
organisation to bypass
an industry-wide
crises(Viroonluecha
and et. al., 2018).
The Sonnen
organisation adopts the
sustainable process in
order to transfer
products to the
customers. In relation
to this, the
organisation also
practice sustainable
packaging of their
products.
People The company has
efficient as well as
self-motivated
employees which
delivers highest
customer service as
well as after- sales
The organisation has
the competent
engineers as well as
customer service
providers which
supported the
company in gaining
The organisation has
also built an effective
as well as efficient
staff members which
supports the company
to solve problems of
clients in the most

service. better reputation in the
market of different
countries. In relation
to this, the
organisation also
provides excellent
customer service to the
customers.
effective manner. In
addition to this, the
firm has also increased
its market share in
Europe with the help
of skilled
professionals.
Critical Customer Analysis of BYD Energy
Customer analysis is one of the significant part of increasing the value of an organisation
and to gain higher growth and success at marketplace. In addition to this, STP is a framework
which mainly includes three strategies and help a company to segment the right market, target
the right customer and position its products as well as services effectively at marketplace. In
addition to this, It also allow a company to increase its level of sales and profitability by focusing
on targeting audience and provide them relevant offerings as well (Evers, Cunningham and
Hoholm, 2020). With reference to BYD energy, the model is discussed in detail and is assist to
evaluate organisation’s advantages in context of marketing goods and services. The STP analysis
of BYD energy is given below:
Segmentation:
It is the primary stage of the marketing and allow a company to segment the market into
smaller groups. The groups are categorised on the basis of features, characteristics, behaviour
and many more. In context to BYD energy, it assist higher authorities of company to categorised
the potential buyers and customer into small groups which further help to meet with their
requirements and needs. The organisation segment its market on the basis of psychographic and
geographical segment and herein it divide the market into regions and directly target the society
that has the mind-set and myth associated to renewable sources of energy being wasted and can't
be stored for longer time frame.
Targeting:

This stage has taken place after the segmentation and herein the company focuses on
targeting the right customers with the objective to gain growth and success at marketplace.
Herein, organisation identifies various market and develop effective strategies in order to target
the right customers on the basis of set segments. In context to BYD energy, it targets societies
and elite class families and the main reason to select them is they have knowledge can spent and
consume expensive goods and services which is not easy by the all the segment prevailing within
the society (Ferrell, Hartline and Hochstein, 2021). Thus, the customer base is mainly restricted
to commercial businesses as well as elite class families that assist organisation to maintain its
level of sales and performance level.
Positioning:
It is the third stage associated to marketing strategy ad herein companies focuses on
positioning tits offerings positively in the mind-set of its target customers and audiences. In
addition to this, positioning assist an organisation to improve its brand image and target the right
customers which further leads to increase in profitability. It is important for an organisation to
position its brand in an effective and appropriate so that it can easily attain competitive
advantage at marketplace. With reference to BYD Energy, it make use of various social media
tools and other digital marketing techniques in order to position its brand in market. Social media
allow company to reach globally that further assist to increase customer base level and sales as
well (Ardito and et. al., 2021). Along with this, the company has website that provide 24*7
solutions to its customers. This help in resolving the queries of customer on time and satisfy their
requirements which leads to customer retention over longer time period.
Critical Strategic Collaboration and Contextual factors/issues
It is analysed that there are many issues and factors which are associated with strategic
collaboration, different activities and operations and market as well. The aspects as well as issues
with reference to BYD Energy is mentioned below:
 Social trends- It is consider as the first factor which has direct impact on the strategic
collaboration as the requirements as well as preferences of people has changes as per the
social trends. The battery that is offered by BYD Energy are created with eco-friendly
technology and consist of less carbon emission as well as less pollution to the
environment. On the other side, using of new technology is expensive and occur high cost
to the organisation which is being replaced by less costly technology. In order to deal

with the social trends and bringing new technology is the issue that is faced by company
and decline its profitability and revenue level.
 Other issues- There are also other issues which are being faced by respective company
and is associated with distributions, promotions and other associated processes that is
market structure (Gotteland, Shock and Sarin, 2020). It is analysed that the strategies as
well as tools used by BYD energy for promotion are not effective and is not updated that
arise issue and impact on the brand image of organisation in a negative manner.
TASK 2- STRATEGIC MARKETING OPTIONS & PLANNING IN
FUTURE
Innovation Strategies for BYD Energy
Innovation is referred as the process through which product and service is renewed and
bring in the market attractively through applying new procedure and techniques. In addition to
this, it is vital for an organisation to bring innovation within their process, product and services
as it help in dealing with the changing business environment and also assist to achieve
competitive edge at marketplace.
The Mission of BYD Energy states its path towards technological development and
innovation within the respective industry. One of the competency of company is to bring
innovations and bring new technologies with the advancement and revolution which is taking
place within the technology sector. BYD Energy is creating energy storage solitons mainly for
the customer which is Ozone friendly and does not wants to emits carbon emission that is
causing pollution in the environment.
BYD Energy develops and innovates offerings in the market that is excellent intelligence
connected with D-link, high and low voltage battery boxes for both commercial and residential
purpose, E-platforms that is now the part of product portfolio (Aliarabi and Kazemi, 2020). It is
analysed that the innovation strategies is mainly of four forms that is represented within
Innovation Matrix and enabling leaders to select the most effective and suitable strategy which
help in growth and also assist to resolve the issue.

 Incremental Innovation- This form of innovation has taken place when organisation
focus on bringing something innovative by remaining into the same market. In addition to
this, the company make use of existing processes and technologies in order to create
value for customers through improving features, design and other factors as well. It is
consider as one of the common and effective type of innovation that is used by
organisation with the objective to gain growth. With reference to BYD Energy, it can use
incremental innovation strategy and herein respective organisation can develop offerings
by using new technologies which further help in increasing customer base level and
performance.
 Disruptive Innovation- This type of motivation used by an organisation by applying the
new process and new technologies into the products which is already exist in the market.
Disruptive innovation is one of the expensive procedure as bringing and using new
technology arise high cost to the company (Guo and et. al., 2019).
 Architectural Innovation- It is the third type of innovation and herein, an organisation
make use of existing technology, skillset and process into the new and entirely different
market. In addition to this, architectural innovation assist an organisation to enhance its
customer base level in an effective manner.
 Radical Innovation- It is the last form of innovation and herein the new technology and
process is developed and offer into the entirely new market. In addition to this, the main

motive here is to expand market and customer base level. In context to BYD Energy, it
can adopt radical innovation as a strategy as it help them to achieve its mission and
growth at marketplace.
International Marketing Strategies for BYD Energy
Direct Exporting: It is considered to be an important method in order to export the
goods directly in the foreign countries. The direct exporting is considered to be the most
effective and simple strategy and is basically used for the purpose to export goods and services to
the customers. In context to organisation, the BYD energy can adopt this strategy for the purpose
to offer high quality products and seeking market expansion and growth.
Franchising: In context to organisation, it is very important to develop a successful
brand image that will help the organisation in surviving in the market and also allows the
organisation to seek market expansion. With the help of marketing strategies, it helps in stepping
into a new market. In context to BYD energy, it is very important to provide franchise to the
individuals which will help in expanding their business and helps in building the image and sales
of the organisation.
Licensing: It is considered to be most important element when it comes to international
marketing strategy and it involves the effective use of intellectual property within a specific
period of time (Ferreira and Coelho, 2020). The licensing basically involves the process of
undertaking technical help, trademark products and copyrights. In context to BYD energy, the
organisation has given permit to other individuals in order to offer services and products. In
context to organisation, the licensor basically demands for a certain amount to provide
permission to licensee in order to allow them to use their name and offer services.
Joint venture: It depicts as the partnership between two or more business entity with the
objective to expand business and gain higher growth as well. Herein, both the company decide
the ratio of profit or divide it equally as per the partnership deed. It is analysed that Joint
ventures consist of high risk and is affecting on the overall performance of company. with
reference to BYD energy, the company can also adopt it for the further expansion and is also
assist to gain growth. Herein, both the entities remain separate but is working together with the
objective to gain competitive advantage and growth at marketplace.

The challenges facing BYD Energy in future
It is important for an organisation to deal with the challenges properly as it has direct
impact on the performance and objectives of company. Challenges are basically the hurdles that
is faced by companies at the of executing activities and achieving objectives. There are various
challenges which BYD energy can face in future while developing new products, bring
innovation, serving creative offerings in the market and so on. The challenges that can be faced
by respective company is discuss below:
 External environment- One of the major challenge that respective organisation can face
is the impact of macro environmental factors on its operations and activities as well.
External environment directly reflect on the factors that exist within the organisation. The
external environmental factors such as social trends, political environment, economic
conditions, technology, various laws and many more (Sabahi and Parast, 2020). In
context to BYD Energy, it makes use of innovative technologies in order to bring
innovation, this assist company to attract customers but on the other side, it arise high
cost to the company and decline the level of its profit and revenue. Moreover, the
company is facing some legal penalties which in future can impact on its brand image
level in a negative manner.
 Changing market trends- It is undertaken as one the major challenge which will be face
by BYD Energy. It is analysed that the market trends has getting changed and fluctuated
in the basis of market conditions and to cope up with it is difficult for the respective
company. In the present time period, most of the businesses is affected because of
changing trends within the market as well as variations in customer demand (Jiang,
Mavondo and Zhao, 2020). It is one of the influential challenge which will be faced by
BYD energy at the time of operating in future, bring new offerings and so on.
CONCLUSION
From the above discussion, it has been concluded that strategic marketing plays an
important role within an organisation as it help in developing effective strategies which further
assist to fulfil the requirements of customer and gain higher growth at marketplace. In addition to
this, it is important for a company to make use of an appropriate strategic tools and techniques as
it help to know where they lack and what the improvements they require for gaining success. It
is determined that Ansoff matrix allow an organisation to choose an appropriate growth strategy

that further help for expansion and growth in market. Moreover, with the help of marketing mix,
a company is able to conduct competitive analysis through reflecting on competitors tactics and
strategies. Furthermore, there are various international marketing strategies which is used by
organisations such as Joint venture, franchising, licensing and many more. It is important for a
company to have an effective backup plan and strategy as it help them to easily deal with the
future challenges and with the changing business environment.

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