logo

UGB 335 Strategic Marketing Assignment

   

Added on  2021-05-07

20 Pages4884 Words274 Views
Business DevelopmentLeadership ManagementEnvironmental SciencePolitical Science
 | 
 | 
 | 
UGB 335 Strategic Marketing analysis of strategic marketing context and criticalevaluation of challenges to successful strategic marketingBYD Energy
UGB 335 Strategic Marketing Assignment_1

Executive SummaryThis report has upheld the process of strategic marketing approaches and planning from theperspective of BYD Energy. BYD is a tech-based organisation that aims at serving the worldwith zero-emission energy solutions. The report has divided into two major parts. The firstpart has discussed the mission, vision, and competencies of the organisation. The Ansoffgrowth matrix has been used to understand the organisation's growth strategy, and it has beenfound that the organisation follows product development, market development, anddifferentiation strategies. The BCS matrix has shown the renewable batteries have anincreasing market and shares. The marketing mix analysis has shown that the organisationneeds to adopt more strategic decisions in making the product available to mass people. Thesecond part of the report has discussed the organisation's innovation strategies and social andethical strategies. The organisation follows various innovative strategies to develop eco-friendlier products. It has indulged itself in various CSR activities and maintains strongethical corporate governance within its culture.1
UGB 335 Strategic Marketing Assignment_2

Table of ContentsIntroduction................................................................................................................................3About BYD Energy....................................................................................................................3Analysis of strategic marketing context and critical evaluation of challenges to successfulstrategic marketing.....................................................................................................................4Critical company analysis......................................................................................................4Critical competitive analysis..................................................................................................7Customer analysis................................................................................................................10Examination of two key topics.................................................................................................11Innovation strategies............................................................................................................12Social and Ethical Strategies................................................................................................13Conclusion................................................................................................................................15References................................................................................................................................16Appendices...............................................................................................................................182
UGB 335 Strategic Marketing Assignment_3

IntroductionStrategic marketing helps in adopting strategies in various organisational activities such asproduction, selling, marketing, and communication. Strategic marketing aims to create highgrowth and high profit for the organisation (Cravens and Piercy, 2012). The modern businessenvironment highly considers the need for energy-saving organisational operations that willensure zero energy emission and a green environment. Organisations can go for an innovativebusiness dimension that will help them improve their market presence with a moresustainable environmental approach. This report will discuss how organisations arecontinuously working to become innovative in saving energy and create a good society forpeople. Organisations must remain ethical in designing their marketing strategy. This reportwill discuss various marketing theories such as the Ansoff matrix, BCG matrix, andmarketing mix analysis to identify the company's growth, competitive positions, andprospects. Here, these analyses will be conducted on BYD (Build Your Dream) energy toidentify their strategic marketing position.About BYD EnergyBYD energy is a high-tech company that is devoted to technological innovations with apursue to ensure better life, founded in 1995. The company has established over 30 industrialparks around the world. It plays a significant role in the field of automobiles, rail transits,electronics, energy-saving battery, and new energy. The organisation has dedicated itself toprovide zero-emission energy solutions. The company is current listed on Shenzhen andHong Kong stock exchange and it has a market capitalisation of over RMB 100 (BYDEnergy, 2021). It has developed research and development institutions on designing newproducts such as electronic materials, energy-saving buses, trucks and passenger vehicles.3
UGB 335 Strategic Marketing Assignment_4

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Critical Analysis of BYD Energy: Company, Competitors, and Customers
|17
|5054
|499

Strategic Marketing Evaluation
|18
|5104
|32

Strategic Marketing Evaluation for BYD Energy
|17
|5066
|230

Strategic Marketing for BYD: Competitor Analysis and Customer Analysis
|14
|5019
|492

Strategic Marketing Evaluation
|20
|5315
|96

Strategic Marketing Evaluation of BYD Energy
|14
|4666
|22