Strategic Marketing Evaluation

This report provides an evaluation of strategic marketing in the context of BYD Company. It includes company analysis, critical competitive analysis, and critical customer analysis. The report also discusses growth strategies, competencies, and competitive advantages of BYD Company. Additionally, it highlights the importance of collaboration and contextual factors in the company's marketing efforts.

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

Company is well known for delivering high quality products at the mist affordable price
range and company’s technological transformation strategy played immense role for the
company in achieving such growth in the market.
Marketing strategies: Company’s marketing strategies played an important role for the
company in achieving such an effective growth rate in the market. Company channelizes all
effective marketing platforms to channelize its marketing strategies. Company also use brand
advertisement strategy to promote its products. Company also deliver its promotional videos
at all communication mediums such as radio, television, internet and other key promotional
channels (Durrani and et.al., 2019). Company also use holding to promote its products.
Marketing plan an important role for the companies to sale its products in the market. With
the support of its diversified marketing strategies BYD Company could build an effective and
trust worthy brand image in the market. This has also improved the customers trust in the
products of the company.
Supply chain strategies: BYD Company has formed strategic partnerships with different
suppliers and delivery networks to improve its market presence. Suppliers and delivery
network play an important role in order to make company’s products available in the market.
In order to achieve the high growth potential in the market it is crucial for the company to
have a well established supply and delivery network. With the strategic partnerships
established with suppliers and delivery network all across the globe company has expanded
its growth potential in the market.
The above mentioned strategies has channelized by the BYD Company for meeting
all its objectives.
Competencies and competitive advantages
BYD Company deals in multiple products which has improved the potential of the
company. With the support of well diversified products portfolio of company it has improved
its competencies in the market. Effective products portfolio of the company has supported
company in taking competitive advantages in the market. Due to effective and well
diversified product portfolio company could establish an effective brand image which has
also improved the growth potentials of the organisation in the market. Company also
channelizes in its product development strategies that has also allowed company to take
competitive advantages in the market (Le Cadre and et.al., 2020). Marketing strategies of the

BYD Company has also supported the company in improving its growth potentials in the
market. Due to well diversified marketing strategies of the company organisation could
improve the market presence for all its products. Competitive advantages indicate that the
respective company is different from other competitors in the market. With the support of
marketing campaigns company has channelized its brand promotion at all effective marketing
channels such radio, television, internet and other mediums that has supported company in
taking competitive advantages in the market.
Critical competitive analysis
BYD Company is associated with multiple market sectors. As the company operates
in bunch of products so the competitors for the company are also comprises with multiple
brands and companies. Company has to compete with competitors like Exide technologies,
Toshiba, Hitachi Chemical, Roofer Technologies, Hitachi Maxell, LG Chem, Valence
Technology, Dura cell, GS Yucca, Dura power and Samsung SDI. Among all the key
competitors associated with the BYD Company Toshiba and LG Chem is among the primary
competitors involved in the business operations of the company.
Toshiba is a company based in Japan. Company was established in the year 1875.
Tanaka Hisashige is the founder of the Toshiba Company. Company deals in electronics,
semiconductor and social infrastructure products. Headquarter of the company is located in
Tokyo, Japan. Toshiba company has a dominance in the market as the company contains an
effective global market share of more than 20% in its associated market sector (Kang and
et.al., 2016). Company is well known for its quality products and company give huge
emphasis on products development and innovation. Company also channelizes effective
marketing strategies to promote all its products. As the company deals in lesser products as
compare to BYD Company which allows company management to give emphasis to dealing
with the competition in the selected market sector. Company has a effective presence all
across the globe which allows company to established an effective brand image all across the
globe.
LG Chem was established in the year 1947. Company deals in chemical sector.
Headquarter of the company is located in Seoul, South Korea. Company serves its products
all across the globe. LG Chem is among the key competitors of the BYD Company in
chemical sector. Company carry an effective brand image f trust worthy products which
allows company to take competitive advantages in the market (Mohajeryami and et.al., 2016).

Company deals in raw material, chemicals, IT and electronic materials and energy solutions.
As the company deals in less products as compare to BYD Company which allows company
to give tough competition to the BYD Company. Organisation gives huge priorities to
promotions that have supported company in improving its market share. Company
channelizes behavioural position strategies.
Competitors are the key aspects of the business. In order to improve the growth
potential of the company needs to make effective products development and growth strategies
so that moiré effective sustainability and growth achieved by the company. Along with above
two competitors company also deals with other key competitors like Tesla who is among the
most emerging company in electric car segment and other competitors.
Critical customer analysis
BYD Company deals in multiple products which involves gasoline and electric cars,
battery powered bicycles, buses, trucks, froklifts, photovoltaic modules (Solar Panels),
rechargeable batteries and handset components. As the company deals in multiple product
segment so the target customer base for the BYD Company is also well diversified in nature.
Company targets all customers who is potentially belongs to any of the products segments.
Company give emphasis to young college going students to business class peoples for its
products. Due to product portfolio company get to target all economic background peoples
for different products segment. Company also deals in automobile segment which is among
the most rapidly growing sector all across the globe (Massimo and et.al., 2018). In that
product segment company focuses on upper economic background peoples and also targe to
upper middle class background people due to its pricing.
Company also channelize innovation in its product development practices which has
allowed to company to expand its customer base. Due to its innovation strategies company
could reduce the prices of its products so that potential customer base of the company can be
expanded by the organisation. Company also channelizes latest technologies for developing
its products. Behaviour of the customers are very keen towards utilising latest technology
products (Russo, I. and Confente, 2017). With the support of technology company always
upgrade its products and services. Emerging trend of the electric cars, modern buses, battery
powered bicycles and other latest technology driven products has provided huge strength to
the company to launch and upgrade its products so that more effective customer base can be
developed for future growth of the company. Company also deals in solar panel. This

products range has emerged in past one decade due to government involvement in promoting
solar energy all across the globe. Especially governments in India are promoting solar energy
at the utmost level which has also created major growth opportunities for the company in
solar panels. All products segment of the BYD Company are trendy in nature which allows
company to expand its customer’s base all across the globe. Company also channelizes
effective branding strategies which also supported company in expanding its customer base
all across the globe in all products associated with the company’s products portfolio.
Customers are among the key pillars of the company. All strategies frame by
company are design and deliver on the basis of company’s potential customer base. Customer
base of the BYD Company is diversified in nature as company deals in multiple products.
Company
Critical strategies collaboration and contextual factors
The trends in the market are changing from time to time which is a very essential
factor for the organizations in the market to analyse and make changes in the business
accordingly. Toshiba and LG Chem are understanding the customers effectively and the
improvement which they are expecting from the organization so that they can have more
sales. This is only possible when there is collaborative teamwork in the organization. Toshiba
has been in the industry from a long run therefore they understand the importance of
functioning together which is why the company is being able to make decisions effectively
and efficiently (Keegan and Rowley, 2017). There are a lot of strategies which are present in
an organization which needs to be implemented effectively but they will not work or could be
a risk for the organization if they are not analyzed in the competitive market. Toshiba is
hiring employees which are experienced in this industry and have knowledge for the
organization to continue functioning effectively in the market. It is very important for the
environment of the organization to be balanced in the market so that the company will be able
to operate in market. There are a lot of factors which the organizations need to work on so
that the company can get a competitive advantage so that the organization can make a place
for them in the market. There have to be right decisions which have to be taken by the
organizations so that they can have a strong functioning for themselves in the market.
Factors have to be improved in the businesses which are operating in the market so
that the organization can have a better functioning and the company will be able to get a
stronger internal factor in the organization (Reynolds, 2019). The productivity and the

operations of the company will increase which is going to help the company have better
functioning and the organization will be able to function effectively. Collaborative
functioning is going to help businesses to have higher profit margins so that the company can
invest in other operations. The quality and standards of the company can also be maintained
and the motivation in the employees is present when there is collaborative functioning
because there is no pressure and the employees give their best in the company. Talent is also
being appreciated in Toshiba and LG Chem so that the employees are having better
functioning and the organization is also going to have a lot of issues in the company as well
so that they can have a better functioning for themselves in the market for a long run. Market
Structure has to be planned and evaluated effectively by organizations so that they can have a
better functioning for themselves which is going to make the company have a lot of
customers and the sales of the company will also increase.
TASK 2
BYD energy’s strategic marketing
There are a lot of innovations which are taking place in Toshiba and LG Chem
organizations. They are a great competitor for each other and have established themselves in
their original countries which are a great factor for them. They are both global organizations
which have expended themselves in a lot of countries so that they can have high profit
margins for themselves. There are international strategies which both the organization has
developed for them so that they can have a better functioning than the organization (French
and Gordon, 2019). It is after analyzing the competition both the organizations have come to
an effective strategies for themselves so that the economic stability is present in them.
Bases Toshiba LG Chem
Innovation Strategy Toshiba has a lot of experience in
the market because they have
been in the market from a long
run which is 144 years in this
industry (Rabbani, 2019). There
are a lot of changes which have
come in the organization over the
years in the strategies which the
LG is still not stable in the
market because they are not
having loyal customers which
are why the company keeps
investing in new products. They
have a lot of unique ideas and
have expanded themselves in
new ventures in the market

company had been using but now
the company is using Incremental
innovation in the market. The
company does not want to take
more risks in the market because
the competitors are growing
which is why the company is
focusing on upgrading and
improving the existing products of
the organization. This is going to
make the organization have a
better understanding of the
customers which are coming in
the organization which is a very
essential factor. Toshiba has
electronic semiconductors and
social infrastructure as their
products and the company keeps
improving these factors so that
they can have more customers in
the market and have a better
reputation in market. This process
is not requiring a lot of investment
which is a cost friendly factor and
competitive advantage for the
company which is a great factor
for a long run of the company in
the market. The company does not
compromise on the quality of the
product therefore they keep
improving the existing product so
that the customers are satisfied
with the product. There are a lot
of customers who do not want to
which is giving the company a
competitive advantage in the
market. The products of LG are
Raw materials, chemicals, IT
and electronics materials and
energy solutions which is
making the company get a
competitive advantage since
they keep changing the products
according to the customers
(Buhmann and Likely, 2018). It
is important to get new products
in the market but with
experience the organization will
understand the importance of
improving the old product in a
way which is going to make
more sales for the organization.
The visibility of the products is
worked upon and creating new
products is not a cost friendly
factor. The organization will
have to invest more in the
company and that is going to
require for the company to get
economic help as well or expand
into other important aspects of
the market as well (Keshavarz
and Jamshidi, 2018). There is a
requirement of economic factor
in the company for innovation to
take place and the research and
development department of the
organization is always having a

replace their existing product but
want to just upgrade them which
the company is providing them
with which is a very unique factor
for the organization to get in loyal
customers in the organization.
Toshiba has a lot of experience
and skilled employees in the
organization which is why it is
very easily for the company to be
able to have a better functioning
for them.
better functioning for
themselves so that they can
make the company have a better
profit margins. New products
attract more customers which is
why the organization does not
have to promote them much in
the market because they are
focused on the national
customers and not globally. The
company is having a great
advantage because they have
raw material easily available in
the company for them to
innovate new products in the
market which is making the
customers get loyal to this brand
and also the quality of the
product is well maintained
(Razak and Vattikoti, 2018).
International
marketing Strategy
Toshiba has invested a lot on the
promotions in the entire world so
that they can increase the sales
globally. The strategy which the
company is using is global
marketing so that they can get
loyal customers from the entire
world where ever the company
has expanded themselves. The
organization has invested a lot on
getting online as well so that the
company can deliver their
products to a larger audience. The
innovations are less but upgrading
LG Chem has invested a lot of
economic factor in developing
new products that they can not
expand and promote themselves
globally which is why the
strategy which the company is
using is transnational marketing.
This is also a great factor for the
company because they will be
able to get more customers in
South Korea since there are not
many companies which can
enter the market of this country.
The culture is well understood

the products is present in this
company which is making the
company have more customers
(Srinivasan and Lohith, 2017).
The existing products of the
organization are satisfactory for
the customers which is why it is
easier for the company to get in
more customers. This is creating a
great opportunity for Toshiba in
the entire world. Toshiba is
having at least 45 percentages of
sales in Japan itself and 55
percentages globally which is a
great factor for the organization
because their strategies are
working in the market which is a
great factor for the company.
Toshiba is having 141,256
employees as of 2019 working in
the company because the
company has expanded in a lot of
countries and the demands for the
products is increasing which is
why the company will have to get
more employees so that the
standards and the demands of the
customers can be met from time to
time. The competitors are
increasing which is why the
company has promoted
themselves through campaigning
and events so that they can get
more customers and the
by the company of the people of
South Korea which is a great
advantage for the company for
them to expand in the country
itself. There are eight factors of
LG Chem in the country itself so
that they can make more
products and the innovations can
also take place in the company
effectively which is a great
factor for the company. There
are more than 20,000 employees
working in this organization
because the company is just
focused to fulfill the needs of
the customers in the nation
which is a small number but the
sales have to be maintained
therefore cost saving on this
factor (Chernev, 2018). The
company is investing a lot on
other factors of the organization
which is why the company will
have to find ways so that they
can have a better functioning for
themselves. It is very important
that LG Chem is having a better
functioning for themselves
which is going to help the
company to get a competitive
advantage. The organization has
already make a great brand
image for themselves in the
country which is why the

organization has put out
advertisements as well in different
languages which is going to get
higher profit margins. It is taking
a lot of time for Toshiba to
understand the expectations from
the organization which is why the
company is not being able to have
a better functioning for
themselves (Serrat, 2017). The
organization will have to
understand the needs of the
customers faster and improve
accordingly which is going to help
the company to have higher profit
margins in the market and the
competitors in the market which
are increasing at a very fast rate.
organization should focus on
globalizing themselves in the
world as well which is going to
make the company get more
customers and higher profit
margins. There is a well
maintained culture in the
company because they are being
able to hire the right employees
and the culture of all the
employees is the same which is
why they can understand the
expectations of the customers as
well which is being met from
time to time.
CONCLUSION
From the above report it can be concluded that all the organizations have their own
strategies for themselves so that they can have a better functioning and operations in the
market. The competition in the market is increasing which is why it is very important for the
company to have proper analyses and planning for them so that the company can maintain
their reputation and standards in the market. There are objectives which have to be achieved
and without a direction in which the organization needs to function in are very essential so
that there is a better functioning of the company.

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