Strategic Marketing Evaluation for BYD Energy

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