Strategic Marketing Evaluation

Strategic Marketing
Evaluation

Table of Contents
INTRODUCTION.................................................................................................................................3
Task 1....................................................................................................................................................3
Company analysis..............................................................................................................................3
Critical competitive analysis..............................................................................................................6
Critical customer analysis..................................................................................................................7
TASK 2.................................................................................................................................................9
BYD energy’s strategic marketing.....................................................................................................9
CONCLUSION...................................................................................................................................13

INTRODUCTION
Strategic marketing is a process to frame marketing strategies for the company in
order to take competitive advantages in the market. This report is based on the case study of
the BYD Company in respect to its strategic marketing direction. Company was established
in the year 1995 in China. Wang Chuanfu is the founder of the BYD Company. Headquarter
of the company is located in Guangdong, China. Company deals in gasoline and electric cars,
battery powered bicycles, buses, trucks, forklift, photovoltaic modules (solar panels),
rechargeable batteries and handset components. Company processes its products all across
the globe. Henceforth, report will emphasis on the situation analysis of the company. Critical
company analysis will be summarising in this report. Competitor analysis will also conduct in
this report for the BYD Company. Critical customer analysis will also project in this report.
This report will also summarise about the strategic collaboration and different contextual
factors associated with the company. Furthermore, aim of the report is to project the
marketing options and planning for future in respect to the company. Key challenges
associated with the company in respect to its future will also overview in this report.
Task 1.
Company analysis
BYD Company was established in the year 1995. Company is based in China.
Company serves its services all across the globe. Company provides employment
opportunities to more than 200000 peoples all across the globe. Company catres its products
related to multiple market sector such as automobile, buses, electric bicycle, trucks, forklift,
solar panels and rechargeable batteries.
Vision and mission of the BYD Company
To achieve the best customer satisfaction from the products of the company.
Company has a vision to dominate the business environment all across the globe. Company
carry the mission to serve the best quality products at the affordable price structure. BYD
Company aims to dominate the market with its different categories products. Company has a
aim to facilitate the market with the products. Company also aims to build a well diversified
brand image in the market.
Directional and growth strategies

Leadership of BYD Company follows the progressive leadership approach to conduct
different business activities. Company channelizes diversification in directions. Strategic
directions must be well diversified as the business environment is influenced with many
external macro environment facts that affect the company’s presence in the market. BYD
Company is associated with the multiple market sector and products that allows company to
channelize individual marketing and growth strategies for all products of company
(Hauptmann, Ambos and Ambos, 2016). Diversification plays an important role for the
companies dealing in multiple products and associated with the huge product portfolio. The
organisation structure of the company is segregated into different departments for dealing
with all individual products segment of the company. Following growth strategies are a part
of the BYD Company:
Product development strategies: Growth of the company has a direct connection with the
product quality offers by company. Quality of products is among the key factor associated
with the customer decision making approach. BYD Company always gives huge emphasis to
develop and upgrade its products (Bhandari, 2018). Company also follow the strategy to
channelize innovation for launching new products and also to upgrade the existing products
quality. This strategy plays an effective role for the company in order to achieve high market
share in the associated market sector. Constant improvement in products is an important part
of the company that improves the growth potential and customer trust in respect to
company’s products and services.
Improving innovation: Strategies of the BYD Company give huge emphasis to involve
innovation in the business practices. Innovation play huge role in improving the growth
potentials of the company. Innovation drives company to upgrade the existing products along
with developing products for future. With the support of innovation company could provide
cost friendly products and also able to deliver quality products in the most affordable price
structure.
Technological transformation strategy: BYD Company has implemented the technological
transformation strategy to upgrade the old technology on a continuous basis. Technological
transformation allows company to improve its product quality and also to introduce new
products with the support of latest technological equipments. Technology also drives
company in conducting different forms of research (Czakon and Czernek-Marszałek, 2020).
This is an effective strategy that has improved the company’s potentials in the market. BYD