Strategic Marketing Evaluation

STRATEGIC MARKETING
EVALUATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Competitive analysis....................................................................................................................3
Competitive analysis....................................................................................................................5
Critical Customer Analysis..........................................................................................................6
Part 2................................................................................................................................................8
BYD Energy’s Strategic Marketing with Future Plans:..............................................................8
Challenges of BYD energy in future.........................................................................................11
CONCLUSION..............................................................................................................................12

INTRODUCTION
Strategic marketing evolution refer to the process of revolution in the market and the strate-
gies made to overcome the market challenges according to the future evolution and trends which
can affect the market situation. BYD is one of the best automobile industries and is a subsidiary
to Chinese multinational ltd, the company was founded in 1995, the company have become ma-
jor in the automobile and as well they produce bicycle, batteries, trucks etc. The founder of the
company is Wang Chuanfu the company headquarter is in china. The company aims to make the
best use of batteries and rechargeable batteries and are utilizing the technologies in the automo-
biles to make the hybrid cars and eco-friendly automobile. In the report we will discuss about the
marketing strategies of the BYD and other strategy. Report will discuss the challenges by the
company in its energy sector in future. The critical analysis of the customer and the segmentation
of the customer by BYD and the analysis of the BYD energy with its competitive analysis. The
importance of the market segmentation and the factor which affect the market segments in the
market as it can be behavioral, trends etc.
PART 1
Competitive analysis
Mission: the mission of the company is to attract more and more customers with best
technological innovation for the better life. The mission of the BYD is to decrease the population
by inventing the electronic vehicles. The main focus of the company is to connect the city with
the zero pollution and zero emissions.
Vision: the vision of the BYD company is to be the most reputed and successful company in the
country.
Growth strategies:
The company’s next green dream is the process of strong the energy for the grid operations and
renewable energy. For the operation of the grids, company is working towards the grids like,
discharging them at the time of high power and charging them at the time of low power, it helps
in improving the life of the equipments (Chernev, 2018). BYD is making efforts for building the
new platforms and also providing home energy storing system.
Competence and competitive advantages:
The competitive advantages of the BYD is, its battery supply chain, it is the most
important part for the success of the company. The company is regularly working on the battery
3

backup of the cars and buses. The another competitive advantage of the BYD is the brand name,
BYD has developed the brand name in the market. The company has regularly made new
products, which attracts the maximum customers and also satisfy the expectation of the
customers through its products and services.
Company analysis through VRIO framework:
This framework refers to the value, rarity, imitability and organisation of the company
and identifies their strength and weakness.
Value: it refers to the resources and their capabilities. The BYD has a great experience of
designing, manufacturing and selling the cars and buses (Sahaf, 2019). the valuable resources for
the company is finance, it helps company to survive and growth. Another valuable resources of
the company is the employees, as the trained employees helps in increasing the productivity of
the work in the organisation.
Rare: in the BYD Company the financial resources are rare, as it is not possible for all the other
companies. The employees of the BYD are also rare, as they are highly trained and experienced
form the other companies. They also maintain the healthy working environment in the company.
Other rare resources of the company are its patents, as these are not easily available by the
competitors in the market.
Imitable: the financial resources of the BYD is difficult to imitate as it requires large number of
profit and it is not easy for the new entries to imitate it. The employees of the BYD are not easily
imitable as it requires regular training programs to improve their skills and ability, compensation,
attractive packages, healthy working environment etc.
Organisation: In BYD the financial resources has been used wisely. The resources has been
invested at the right place and right time which results in the sustainable growth and advantages
of the company. The company is not using the patents carefully and potentially, this is the reason
it is not well organised.
Therefore, VRIO analysis of the BYD is beneficial and helpful in the sustainability of the
growth of the company.
4