Strategic Marketing Evaluation October intake 2018

Strategic Marketing
Evaluation October intake
2018

Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Critical company analysis of BYD Energy.................................................................................3
Competitive analysis....................................................................................................................5
Critical customer analysis............................................................................................................7
PART 2- Analysis of BYD Energy’s strategic marketing options and planning in future..............8
Examination of Two key module topics......................................................................................8
Consideration of the challenges facing BYD Energy in future.................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic evaluations have been the significant level of strategy formulations as to have the
proper level of focus on the efficiency and the effectiveness of the comprehensive planning for
achieving the desired results. The company have the need to evaluates the appropriateness of
their current strategy in the today dynamic works with socio, economic, political and
technological innovations in the perfect manner. There is need for the application of the
different theories and models for underpinning the strategic process in the organizations in order
to have the survivals and sustenance.
BYD is the build your dream company’s as he high tech company’s which is being deviated
as the technological innovations for the better life. The company have the clear level of aim at
building the efficient, safes and he stable level of storages solution of the renewable energy. In
this report will be clear inclusion of the analysing the strategies marketing and the challenges by
critical and customer competitive analysis. In addition to that’s there will be discussion in
relation to the future for BYD company by evaluating their core concept.
PART 1
Critical company analysis of BYD Energy
Company overview
BYD company’s is the high-tech companies which is more level to be devoted for the
technological innovations for the understanding the life better. Th firm have the aim in building
the efficient, safe and stables level of shortage solution for the renewable energy. The firm is
more level of dedicated in the proving for the zero emissions for energy solutions as being
recognized as the ‘New energy give us new future’. The products have the inclusions of the
battery box and high voltages services for the residential and commercial purposes as the larger
scale battery projects in the any countries.
The firm is the Chinese’s company of manufacturing the green product such as
photovoltaic products, batteries, lighting, Electric cars and buses, etc. the firm is been identified
as the leading player in the green product segments such as especially in the area of the north
America and Europe as well. BYD have been largest manufactures of rechargeable battery all
around the globe is well poised to lead the green energy revolution with its host of innovative
and world class products.
Brand mission
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 Technological innovation for the better life which have the inclusion of the solar farms
capturing the power of suns and delivering this energy to families.
 To have the electric vehicles in the streets and skysails systems green belts connecting
city with zero emissions as zero pollution.
 So, the company have the emission to have green dream of all mankind.
The company have the following of main four core values that are such as
Excellences for motivating the dream to visuality
Pragmatism which turn the dream into the reality
Passion will fulfil dreams with spirit.
Innovation have our dreams by invention
Resources based review
This review has been the marginal level of framework which is used to have the determination
of the strategic resources of the firms. The resources tend to be firm exploitations in order to
have achievement the competitive advantages. As per the model, it have been celery stated as
the firm are to be considered as heterogeneous as per the difference in resources along with
different strategies and mixes.
As per the model, the resources are the key competitors and superior for the firm performance.
The is the resources have the exhibiting of VRION, the resource have the enablsieng the firm to
gains the gains and sustains competitive advantages.
For the BYD company here resources basis strategies analysis have the build of the sustainable
competitive advantage over it rivals. This have the helps the BYD company to have the enjoying
over the profit as in the threat competitive pressure.
The four major component of the VRIO analysis are described as such as
Valuables
The firm have major implication of targets or more level of expositing the opportunities and
defending the company threats by holding some of the value in perfect manner. Resource of the
company are very valuables to provide enough customer satisfactions and increasing of customer
value. BYD is identified as the diversity revenue stream and the isolate the balance sheets form
the economic cycles. This customer value in helpful in creating the product differentiations and
the vice versa situation can happen as creating the situation when condition are not met. So, it is
necessary for BYD to reviews. The company have the value if the supply chain networks. As
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considered to seller. be the part of retail strategy, the firm have strong level of relationship with
retailers and whole seller. The firm have the strategy to build there successful innovations and
localization of the product by increasing there ecommerce with spaces rapidly growing and
leverage the respective opportunities.
Rare
BYD have the rare and valuable resources much as competitive advantages of the firms as few
companies uses the same level of resources by provisioning the competitive purist the
completive parity have been the desired positions as the company should not lose the valuables
resources. The firm don’t have the desired level of positions but it should be losing its valuables
resources been have common. The firm have rare dedicated the channel partners but the most of
competent are trying to enter lucrative segments. The firm have the ability to attracts the talents
various local and global economies. On the other hand, opportunities in the ecommerce’s as the
most of competitors are more level of investors the IT enter the space.
Imperfectly imitable
The resources are costly imitates as other organizations have imitation to be done on two ways
as the one duplicating the direct imitations and another one is as substituting the indirect level of
imitations. The BYD have the valuable resources which are costly imitates and achieved the
completive advantages. Moving to the resources of BYD have the resources imitations as
historical conditions causal level of social complexity in perfect manner. sales forces and channel
management have been imitating by the competitors as opportunities in e commerce’s using IT
capabilities with the use of artificial intelligences in house analytics which can be difficult. On
the other hand, the ability attracts the talents in local various difficult to imitates.
Perfectly non sustainable
The resources have cannot providing the advantages to the organizations a sit organised as
exposit to do so. This have there critical analysis of the management systems, process, policies
and strategies in order to fully utilize the resources the potentials to be valuable, rare and costly
to imitates. There has more level of potentiality be moving to the sustainable advantage with
maintains the healthy relationship eth retailer and wholesalers
Competitive analysis
Competitor profiling
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Tesla have been indemnified as their top competitors as providing the investors the better level
of alternates to the electric vehicle manufactures. This have been potentially the word changings
innovations and growth along with the amide level of whisper. On the other hand, BYD
company have the been considered to e economic house of the Shenzhen. The firm have been the
world fasted growing auto rms and perfect time to be familiar with. The company have the
exuded their sot of confidences associates worth early days of the Silicon Valley. The Tesla and
BYD have been internationally being the already giant in chines with the huge array of the
products by touching there almost the higher techs customers. The sector has ben the consumer
electronics to the entree storages. The BDY is gaining compositive advantages of the tesla by the
being the world largest produces of the batter powered vehicles.
On the other hand, the next competitors so Volkswagen by the woods starting the productions
new electric vehicles. this have been called electric offensive. The firm have the clear level of
aims to make dedicate he tens billion of the euros by the 2028 in order to have the launching the
70 new electrics models.
This is one of the world largest companies as the 80 years old company have the survived the
countless cycles of the booms and bust not to mentioning the dictatorships, war with divisions
and reunifications of the host country. This is particulars the adapting the achieving the long
term of aims.
Strategies
As strategies being discussed there tesla is being facing the step level of competitors in the
chines as from the mx of the oath foreign and chines automakers which vent already selling the
electric cars in perfect manner.
The firm CEO Elon muses as the company have the generating here bottom line for the
Shanghai factory. As per the regulatory filing, the tesla have the need to make the scurrying the
funding another material relationship which is allowing the to have the completions and
operating un perfect manner. As per the vehicle of the Tesla been he prepausally the costly in
china until the company have the beginning the manufacturing of it planned level of factory I
Shanghai’s.
On the other hand Volkswagens have the completely the relitigating the TRANSFRM 2025
strategy in which the brand is being leading into the profitable volumes manufacturing along
with seeking the palsy of leading e roles in the new world of astronomy in perfect manner.
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Competencies
In addition, the tesla has the core level of competencies which is consisting about the cutting of
the edge manufacturing process, states of the art electric powertrains, battery packs and the self-
driving technology. This have been turning out to be extremely improper to difficult in the
imitate level of competitors is perfect manner.
The Volkswagens have the operating the 12 independent brands which is the mix of group mix
of demographic, psychographic, geographic segmentation variables to cater to the needs of the
customers in existing as well as emerging economies. The company is gaining more level of
more focused, efficient, innovative, customer-oriented and sustainable, and more systematically
geared to generating profitable growth.
Competitive positioning
Tesla have been the anticipator level of positioning specifically as the electric automakers
position of the product and services for the market segments. This is been identified as having
the lower level of turnovers with the anticipations which is there increasing the term of
increasing the future. There has benne the tesla segmentation, targeting and positivising. It is
much more than an automotive company; it is a technology company building technology
platforms. On the other hand Volkswagen have the completive positioning as Strong brand
portfolio in term of Handling world’s strong automotive brands and co-creating their efficient
ecosystem and operational support system have helped the company in being competitively
ahead of its peer companies in the industry.
Critical customer analysis
Key customer segments
The market semantical of the BYD company have been looking always to be quite
simples, the company only serving the ne target markets which have been created as the
premium all electrics sports remarkets. The products have the inclusions of the battery box and
high voltages services for the residential and commercial purposes as the larger scale battery
projects in the any countries. For the BYD company here resources basis strategies analysis have
the build of the sustainable competitive advantage over it rivals. This have the helps the BYD
company to have the enjoying over the profit as in the threat competitive pressure.The firm have
rare dedicated the channel partners but the most of competent are trying to enter lucrative
segmentsThe firm have been the world fasted growing auto rms and perfect time to be familiar
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with. The company have the exuded their sot of confidences associates worth early days of the
Silicon Valley. The core level of competencies which is consisting about the cutting of the edge
manufacturing process, states of the art electric powertrains, battery packs and the self-driving
technology.
Trends analysis
Research and development in the energy effectives vehicles over the personal decided have their
spurred largely by the support of the governments s with lagging the customer demand
discouraging the full-scale production in the perfect manner. In the rest few years their perfect
level of transparency, increasing the investments in the clean level of technology and poor
performances. There is the need to have the development the next generations of the cleaners for
their efficient automobiles. The Japan and US have continuing of their largest markets although
the electric markets care sales between the year 2014 to year 2018. This is have been becoming
the optimal option for long term policy goals across the globe, new entrants in there US chains,
and India as the emerging the fierce competitors. despite have the high level of demand of the
EVS is considered to be affordable models to be yet in the markets. Battery technology continues
to pose the greatest hurdle for automobile manufacturers, which are searching for ways to
increase storage capacity, shorten charge times and improve safety. Batteries are the most
expensive components in electric cars, making up as much as 50% of the total cost.
PART 2- Analysis of BYD Energy’s strategic marketing options and planning
in future
Examination of Two key module topics
BYD energy’s focuses upon increasing their current or existing market and capturing new
market. For this organization majorly focuses upon their innovation strategies, international
marketing strategies and relationship strategies. This helps them to meet their marketing goals
and objectives by creating value and achieving competitive advantage so that they can sustain
within their current market and existing one as well.
Innovation Strategies
Innovation strategy is a kind of plan that helps an organization to grow their overall
profit, market share by bringing innovation within their current products and services. When it
comes to innovation it is extremely important for organizations to identify which innovation
strategy is best suitable for them like adaptation of disruptive strategy, product improvement and
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many more (Liu and Meng, 2017). BYD has developed an excellent supply chain system and
hired excellent top- class design tech and engineering talent so that they can spread innovation
within their products and services. their main strategic plan is to focus upon innovation and
research and development so that they can not only bring improvement within their variety and
quality of products but can also use renewable energy. Bringing innovation within their
automotive products has helped them in enhancing their customer’s driving experience and has
also helped them in making their products affordable for their customers.
There are various kinds of innovation strategies that can be adopted by organizations
incremental innovation, radical innovation and many more (Masiero and et. al., 2016). But out of
all of these strategies, innovation strategy adopted by BYD is incremental innovation strategy.
Using this strategy, BYD had segregated their innovative process in two processes: innovation
though decomposition manufacturing and second is innovation though decomposition process.
Decomposition process: With the help of decomposition process, BYD brought improvement
within their foreign end products and for this they majorly focused upon enhancing their research
and development with the help of reading published literature, by working upon samples by
mimicking shape or design of other manufacturers, by working upon enhancement of raw
material quality like rebuilding chemical ingredients of battery solution, decreasing cost of their
raw materials etc. With the help of this enhanced research, they are focused upon development of
their own design. With the help of this decomposition innovation process BYD achieved and
secured innovation in two of their main technologies: mould design technology and battery
technology (Quan, Loon and Sanderson, 2018). They also developed their own patent
management team so that they can secure their innovative technology and avoid patent disputes.
Decomposition manufacturing: It is another innovation process part which only a part of
manufacturing process of a product. BYD Energy’s developed their own unique manufacturing
method though which manufacturing process was decomposed in many steps. This helped BYD
in completing some of the steps manually and some steps automatically. Distribution of manual
and automatic process not only helped them in reducing their manufacturing cost but it also
become their one of the main and biggest competitive advantage because they were more
efficiently able to control quality of the products as per the demands of their customers. this
innovative process helped BYD energy in enhancing their process design, controlling cost,
control quality and enhance precise manufacturing and control human capital as well.
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Both the innovative processes have helped them in enhancing their supply chain, design,
quality of their products and reduce overall cost of their products as well. this process has helped
them in development of high- capacity batteries, electric motor, enhanced electric control of their
automotive products (Katsikeas, Leonidou and Zeriti, 2019). Manual and automatic process not
only controlled manufacturing cost of product but also helped the company in maintaining
quality of their products which eventually helped them in increasing their existing market and
capture new market as well.
International Marketing Strategies
Organizations that operate internationally needs to develop their own international
marketing strategies on the basis of four main components product, price, parts and promotion.
International marketing strategy helps the organization in marketing their products and services
effectively in variety of markets both domestic and foreign market. From time to time BYD
energies has brought changes within their marketing strategies according to their changing or
evolving processes (Boso, Debrah and Amankwah-Amoah, 2018). It is extremely important for
organizations that operates internationally to adopt an appropriate international marketing
strategy. There are four basic international marketing strategies that can help an organization to
reach their international target audience in an effective manner. These strategies are adopted by
organizations as per their own marketing goals. 4 P’s of marketing are main cornerstone of
marketing strategies on the basis of which organization develop their marketing strategy. 4 P’s
are: product, price, parts and promotion. Out of all of these components BYD energies focuses
upon all the four in different manner.
 First is price in marketing that focuses upon the prices which is required to be paid by
consumers for final product. Innovation brought within manufacturing process of the
organization has helped them in making their products available to their end customers at
lower price at international level (Cao, Zhang and Antony, 2018). This low- cost pricing
strategy not only helps then in sustaining within the market and gain competitive advantage
but also helps them in maintaining or enhancing their current customer base as well. this
strategy has also helped them in maintaining their relationship with other employees as well.
 Second is parts in marketing that focuses upon parts that are used manufacturing of the
products. With the help of innovation brought within manufacturing process, BYD energy
has developed their own high- tech battery which has not only helped them in enhancing
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quality of their battery but has also helped them in reducing cost of the battery which is used
within their products. This has also helped them in increasing sales of their products
internationally and overall quality of their products and parts has increased and are made
available to customers at lower price.
 Product is one o f the most important part that helps in development of international pricing
strategy of the organization. Product strategy adopted by BYD for international marketing
strategy is product development i.e. BYD develops their products keeping international target
customers in mind (Fan and et. al., 2020). They focus upon maintaining a stable and high-
quality product base with different configuration and them make it available to their
international customers which helps them in eliminating additional cost associated with
product development and price of the product can be reduced and made available to
international customers.
 Last is promotion that focuses upon place. It is one of the most important part of international
marketing strategy that helps in development of a strategy as per the view point of customers
about their as well as of competitors product. BYD has focused upon capturing 37 percent of
shares of next generation vehicle market of China. They focusing upon introducing their
advance, low cost and high- quality products in emerging market.
Consideration of the challenges facing BYD Energy in future
There are various kinds of challenges that can be aced by BYD Energy in future. Some of
them are: BYD energy has focused upon manufacturing of electric vehicles due to increasing
demand of lower emission vehicles. But they are facing various kinds of challenges as they are
continuously failing to meet expectations of their target customers. not only this their customers
do not even acknowledge intensity of high- technology used by them, their research and
development etc. Due to which they are failing to get favourable response from their target
customers. there is no doubt that quality of their electric vehicle is high but still they still have
various kinds of failures such as: failure of speed, distance coverage and many more. This failure
has resulted in negative publicity of the brand and because of this thy are at risk of requirement
of scare resources so that they can enhance their technology innovation bring improvement
within their products with the help of more advance research and development (Fan and et. al.,
2020). Another challenge that can be faced by BYD in future is increasing competition.
Increasing competition is becoming a threat for BYD energy to sustain within the market in
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which they operate. Most of the manufacturers are focusing upon advancing their electric vehicle
and develop high- tech low emission electric vehicles that can meet needs and requirements of
their customer’s. Due to this increasing competition in both local and international market
sustainability of BYD Energy is at risk. This not only affecting their sustainability but is also
impacting their market share, revenue and profitability. Due to this it has become important for
the organization to focus more upon their innovation strategy and international marketing
strategies adopted by then so that they can enhance their relationship with their customers and
gain sustainability and competitive advantage as well. this will further help them to enhance their
customers satisfaction as well as their needs ad requirements will be fulfilled.
CONCLUSION
From the above file, the can be conclude as The company have the need to evaluates the
appropriateness of their current strategy in the today dynamic works with socio, economic,
political and technological innovations in the perfect manner. For the BYD company here
resources basis strategies analysis has the build of the sustainable competitive advantage over it
rivals. Moving to the resources of BYD have the resources imitations as historical conditions
causal level of social complexity in perfect manner. sales forces and channel management have
been imitating by the competitors as opportunities in e commerce’s using IT capabilities with the
use of artificial intelligences in house analytics which can be difficult. On the other hand, the
ability attracts the talents in local various difficult to imitates. This is have been becoming the
optimal option for long term policy goals across the globe, new entrants in there US chains, and
India as the emerging the fierce competitors. despite have the high level of demand of the EVS is
considered to be affordable models to be yet in the markets. They focus upon maintaining a
stable and high- quality product base with different configuration and them make it available to
their international customers which helps them in eliminating additional cost associated with
product development and price of the product can be reduced and made available to international
customers.
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REFERENCES
Books and Journals
Online
Liu, J.H. and Meng, Z., 2017. Innovation model analysis of new energy vehicles: taking Toyota,
Tesla and BYD as an example. Procedia engineering, 174, pp.965-972.
Masiero, G., and et. al., 2016. Electric vehicles in China: BYD strategies and government
subsidies. RAI Revista de Administração e Inovação, 13(1), pp.3-11.
Quan, X.I., Loon, M. and Sanderson, J., 2018. Innovation in the local context: A case study of
BYD in China. International Journal of Innovation and Technology
Management, 15(02), p.1850017.
Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy in a
digital era. International Marketing Review.
Boso, N., Debrah, Y.A. and Amankwah-Amoah, J., 2018. International marketing strategies of
emerging market firms. International Marketing Review.
Cao, W., Zhang, Y. and Antony, B., 2018, October. Belt and Road: A New Journey for Foreign
Investment-A Case Study of the Internationalization Strategy of BYD. In 3rd
International Symposium on Asian B&R Conference on International Business
Cooperation (ISBCD 2018). Atlantis Press.
Fan, E., and et. al., 2020. Sustainable recycling technology for li-ion batteries and beyond:
Challenges and future prospects. Chemical Reviews.
Shang, X.F. and Choi, M.C., 2020. A study on the corporate culture of BYD. International
Journal of Advanced Culture Technology, 8(1), pp.135-140.
Cao, W., Zhang, Y. and Antony, B., 2018, October. Belt and Road: A New Journey for Foreign
Investment-A Case Study of the Internationalization Strategy of BYD. In 3rd
International Symposium on Asian B&R Conference on International Business
Cooperation (ISBCD 2018). Atlantis Press.
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