Strategic Marketing Evaluation of BYD Energy: UGB335 Report, Oct 2018

This report provides a comprehensive strategic marketing evaluation of BYD Energy, a high-tech company specializing in renewable energy solutions. The report begins with an introduction to BYD, its mission, and its vision. It then delves into a company analysis using marketing theories like Ansoff's matrix and the Resource-Based View to assess its growth strategies and competitive advantages. A detailed competitive analysis compares BYD with key rivals, Tesla and Nissan, examining their strategies and market positioning. Critical customer analysis is also conducted to identify target customer segments and their behaviors. The report further explores BYD's strategic marketing options for the future, focusing on innovation strategies and international marketing strategies to enhance its market presence and effectiveness. The conclusion summarizes the key findings and recommendations for BYD's continued success in the renewable energy market. The report is supported by various references to provide a comprehensive understanding of BYD's marketing strategies.

Renewable Energy
Consumption

Table of Contents
INTRODUCTION ..........................................................................................................................3
Part 1 Appropriate marketing theory and models to examine sector and company. ......................3
Company analysis ......................................................................................................................3
Competitive analysis...................................................................................................................6
Critical customer analysis...........................................................................................................8
Part 2 Analyse BYD energy's strategic marketing options for future. ............................................9
Innovation strategy .....................................................................................................................9
International marketing strategies.............................................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Strategic marketing help organization to develop strategy for customers and help to
understand customers needs and wants. It help organizations to increase profitability of business
and make them achieve goals and objectives easily and effectively and help in overall success of
business. Strategic marketing include marketing research, social media marketing and consumer
behavior. BYD is a Chinese manufacturer of automobile batteries for buses, bicycles and
produce products like solar panels and rechargeable batteries. Quality product and regular
innovation help them to earn a competitive advantage and develop a place for their product in
market. Company become a major manufacturer of automobile battery. Report will discuss
overall company analysis of BYD energy and their vision and mission prepare strategies for
growth of business in market. Discuss competitive advantage by applying resource based areas.
Examine two key competitors on basis of their profile, strategies and competitive positioning.
Discuss key target customers segments and their behavior that help them to earn an advantage in
market. Discuss innovation strategies that help business to develop and innovate their product
and services for future development of business at a large scale. Discuss international marketing
strategies that help company to develop overall market presence and improve effectiveness of
product and services.
Part 1 Appropriate marketing theory and models to examine sector and
company.
Company analysis
BYD is a Chinese manufacturer of automobile battery and rechargeable batteries.
Company become one of the major manufacturer of automobile batteries. Company working
with revenue of 8.5 billion US dollar(Adhikari, 2018). Company have around 220,000
employees working for development of business at large scale. Company expand business by
capturing mobile phone battery market and establish business as one of the leading company in
market. Company become a largest Chinese manufacturer of batteries. Company began
expanding business at a large scale with number of customers in towards organizations product

and services. BYD innovation in their product help them to attract customers and grab a market
share easily.
Mission
Build your dreams mission is to changes the world with their innovative products and
overall expansion in technology to reduce greenhouse gases and wastage of fossil fuel.
Innovation in technology help them to develop world and solve large number of issues with
technology.
Vision
BYD vision is to sustain in market for a long run by providing quality products that help
them to earn customers loyalty towards their product and services.
Growth strategies
Ansoff's matrix
Matrix help companies to know the risk of growing business are as follows.
Market penetration
Strategy that large number of firms uses product in existing market it help companies to
increase their market share(Reed, 2018). Strategy make companies to increase sales of their
existing product for existing customers base. In context of BYD company is able to decrease
price of mobile batteries to attract existing customers easily towards product. Promotion and
advertising of automobile batteries to increase their presence and attract customers easily.
acquiring business of competitors in market help them to gain an advantage in market.
Product development
Organizations develop a new product in existing market to attract customers easily and
achieve their goals more effectively. Proper research help companies to develop new product and
establish in market. In context of BYD company have strong knowledge about their existing
market place that help them to launch a new product easily according to market need. BYD
spend money in research and development of new product to grab existing market. Company
need to increase partnership with other firms to gain access in each partner's distribution channel.
Merging resources to create a new product help company to increase sales easily.
Market development

Strategy help companies to enter in a new market with their existing product new
customers help company to increase sales and grab new opportunities for establishing business at
large scale more easily and effectively(Wood and Jobber, 2016). In context of BYD entering into
new market help company to expand and establish business at large scale. Company analyze
customers in new market to attract them easily towards organizations product and services.
Diversification
When a firm enter in a new market with new product is one of the risky strategy for
business because market and product development both required. In context of BYD company
wants to expand business in new market business need some quality changes according to
requirement of market and customers that help to achieve goals easily.
Resource based view
RBV help to gain an competitive advantage it help companies to increase external
opportunities with proper use if existing resources with innovation and creativity to develop
business at large scale. It help improve performance of organization at a higher level. Intangible
assets are those who have no physical presence but owned by an organization like trade mark,
brand reputation, property. Overall success of organization and to earn a competitive advantage
in market largely depends on intangible assets. In context of BYD is Companies overall market
reputation help them to earn an competitive advantage.
Valuable
Organization resources help companies to increase value for business in market and help
to earn a competitive advantage. In context of BYD companies overall brand reputation and
recognition for quality and innovative product that they provide to customers help them to earn
an competitive advantage.
Rare
When organization have resources that are rare and competitors are unable to acquire
those resources(Yang, Cheng and Zhang, 2017). In context of BYD companies brand image and
unique trademark that help them to stand unique as compare to competitors in market.
Imitability
Resources that rare and unimmitable by competitors due to price of resources in market.
In context of BYD unique quality of organization product and services help company to earn a

competitive advantage easily. Overall brand reputation make organization more effective and
attractive in market.
Organized
Resources are organized that help to increase value for organization and make them
achieve goals easily. In context of BYD brand recognition help company to sustain in market and
help to develop business at a large scale.
Competitive analysis
BYD is one of the leading company in market for rechargeable batteries, their aim to
attract customers easily and develop a unique image in market for their product and services(Al-
Askari and Mohammed, 2017). Large number of competitors are available in market that affect
overall working of their business and profitability at a large scale.
2 key competitors
Tesla
Tesla is an American electric vehicle company and specialized in manufacturing electric
vehicles for their customers and achieve goals and objectives of business easily and effectively
as compare to competitors. Electric sports car help company to attract large number of customers
easily and improve effectiveness of organizations products and services. Regular innovation and
improving quality in their product make them one of the leading competitor for BYD in market.
Nissan
Nissan is a Japanese multinational automobile company, company provide quality
product in low price to their customers which help them to attract easily and improve their
presence in market. Company sell their product under name of Nissan, infinite and Datsun. With
global sales of more than 320,000 electric cars make them world's largest electric vehicle
manufacturer(Farinloye and et.al., 2020).
Strategies
Tesla prepare strategies to earn a competitive advantage in market and make their product
more effective and attractive as compare to their competitors to develop business at a large scale

and improve effectiveness of product and services and establish business at a large scale.
Company prepare strategy to differentiate their product as compare to competitors.
Differentiation focus help them to earn a competitive advantage as compare to other firms in
market(Mushketova and Fedorova, 2019). Developing strategy for maintaining unique quality in
their products, strategy to decrease production cost and increase brand popularity help company
to target customers in automobile market. Tesla strategy to sell more electric cars in united states
help them to expand business at a extreme level.
Nissan alliances with other organization like Renault and Mitsubishi help company to
earn an advantage in market for their business. Successful partnership strategies with leading
company help Nissan to expand their business in market and make their product more effective
and attractive. Overall strategy to develop a brand equity in market make organization to be
attractive and effective in increase overall value for business. Before developing their business in
an new economy company analyze their customers and competitors in market and make their
product according to requirement of customers in market. Ability to innovate product and
services make Nissan to increase sales of their product and services in market and attract
customers easily and effectively.
Competitive positioning
Tesla position themselves as one of the well established company in electric vehicle
market. Technological innovation in their product make them one of the leading rival for BYD.
Companies quality product and ability to attract customer easily make them one of the leading
company in market and establish them as leading business(Bang, Joshi and Singh, 2016). Their
environmental protection and energy saving campaign help organization to achieve goals easily.
Companies attractive electric cars with good quality help them to earn an competitive advantage
and establish a strong position for their business in market. Product with advanced solution and
innovation help company to maintain smooth running for business in market.
Nissan develop position in market as one of the most focused on providing comfort and
valuable product to their competitors. Company become a tough competitor of BYD because of
their low priced electric cars for customers help them to establish as well as attract customers
easily. Sharing technology with other big brand and entering into new market with help of strong
partnership help them to gain competitive advantage and maintain their position in market easily.

Regular innovation in product and services help company to earn a competitive advantage and
attract customers easily and implement overall success of business. Position help company to
attract customers more easily and effectively and make them one of the leading company in
market.
Critical customer analysis
Customer analysis termed out as process in which the information about the consumer
can be found out from market research life need of consumer. Therefore, the enterprise those
meet the needs of consumer highly relay on to enhance the sales and profitability. It is process
that define to analyse the habits of the customers. Thus, Build your dreams is high tech firm that
put major focus on technological innovation for a better life to consumer. In addition to this, the
critical customer analysis outlined in following context as-:
Who are your customers-
Build your dreams can target the customers who uses the technical product in huge
aspect. Thus, target customer for this enterprise can be as, researchers, scientistic, automobile
firms and various technical industry (Customer analysis, 2018.). In this way, the firm needs to
undergo with survey that can be one of best way to undertake business functions effectively.
Segmentation-
The entity cannot undertake the effective customer analysis without segmenting the
audience into the groups. Henceforth, segmentation criteria as-:
Measurable- The managers of the entity needs to identify the size of the enterprise to analyse
the needs to kind of technical based innovation.
Distinguishable- If an enterprise is running at the large level and any researcher or scientistic
conducts the innovation that is based on high technical based tool than firm needs to distinguish
their requirements as per current situation and their strategies (Eggert, Frow and Steinhoff,
2020).
Financial- There can be additional cost while marketing to the multiple groups so that
assumption needs to be made in terms to carry out the approach successfully.
Accessible- The firm marketing message is as “New energy give us new future”. Thus, the way
of advertising can be work if effective way to reach the different forms of advertising.

Develop customer profiles
The persona of the buyer will be outlined with components as-:
Background and responsibilities- Build your dreams needs to undertake the customer analysis
by focussing over the needs and requirement of the customers. Henceforth, the target market of
the quoted enterprise as researchers, scientistic, automobile firms and various technical industry.
Communication- In order to reach the customer firm needs to focus on channels that aids to
communication with target market. Thus, social media, online survey, market research,
advertisement, print will be common communication channels that can be help to reach target
customer within the market (Campbell and Cunningham, 2020).
Media and influence objections- The quality, cost and ineffective innovation can be some of the
components that influence the common persona to choose the product. In order t be competitive
within the market, the quality and cost parameter must be suitable as per the needs of the target
market.
common language- The message will be pass in the common language that can be understood
by the target customers.
Quotes- This firm is using the slogan to attract the customer ans this is as ““New energy give us
new future”. This can really assist the firm to bring the persona and to make the organisation
more competitive.
Part 2 Analyse BYD energy's strategic marketing options for future.
Innovation strategy
Innovation help companies to establish business at a leading level and help to develop
new product and services that are able to attract customers easily and more effectively and
increase profitability of business(Brotspies and Weinstein, 2019). In context of BYD company is
leading in develop electric batteries and regular innovation in their product help them to attract
customers and develop unique image for their business in minds of customers easily. Different
innovation that help BYD to develop their business in future and establish themselves as one of
the leading company are as follows.
Incremental innovation

One of the most effective and common type of innovation. It help companies to utilize
their existing technology and increase value for their business in market as well as in minds of
customers. In context of BYD company is able to bring new features in their product and remove
old one that affect their working as well as decreases profitability for their business. Small
changes in batteries help company to sustain in market and improve customers experience.
Disruptive innovation
When organization apply new technology or process to companies current market to
bring innovation and creativity. In context of BYD company need to apply new technology in
manufacturing product which will be expensive but help company to develop a strong future for
their product and services(Taillon and Huhmann, 2019). Never technology help company to gain
a competitive advantage and establish their business at a leading level and maintain effectiveness
of products easily. New technology is more expensive and improve features of organizations
products.
Architectural innovation
Innovation help company to use skills of employees and new technology to attract new
customers and develop new market for business easily. In context of BYD overall technology
effectiveness in companies product and development in existing product with new technology
help company to maintain image for business in market.
Radical innovation
When organization set a new industry and create revolutionary technology for products
help company to establish and achieve goals easily. In context of BYD company is not the first
manufacturer of battery but revolutionary technology in developing electric batteries for
automobile make them unique in market.
Different strategies for BYD
Proactive
Companies use proactive innovation strategy that help them to make proper research on
new technology and gain advantage in market. Access knowledge from broad range of sources
and take a risk to bring changes(Varadarajan, 2018). In context of BYD company require proper
research before developing business in new market it help company to improve performance of

their products and engage customers easily. Research help company to become a market leader
as one of the finest manufacturer of electric batteries.
Active
Organization use strategy to depend their existing technologies and make proper use to
gain a competitive advantage. Companies use this approach help to maintain effectiveness of
their product and develop a strong position of business easily. In context of BYD company have
a strong knowledge of product and services which help to maintain their position in market
easily. It help company to defend existing technology that maintain overall position of business
in market and make it easy for them to attract customers easily and effectively.
Reactive
Reactive approach is a low risk strategy for innovation. Companies analyze opportunities
largely focus on operations of business that help them in overall success and establish business
and build effectiveness of product and services easily. In context of BYD company is able to
minimize risk as well as achieve their goals more easily and effectively according to requirement
of business at a large scale.
Passive
Passive innovation strategies make companies wait till their customers demand for
change. In context of BYD company wait till their customers demand to reduce efforts and help
to establish business for a long run in near future.
International marketing strategies
Marketing help companies to develop overall presence for their product and services and
make them effective as compare to their competitors and gain a market share for business
easily(Rowley, 2016). Marketing strategies help organization to achieve goals and objectives
easily and improve effectiveness of product and services according to requirement.
Marketing mix
It is a set of actions or tactics that help company to promote their product and brand in
market easily. In context of BYD marketing mix help company to develop business at
international level.
Product

Product is item that organization sells to satisfy needs of customers and engage them
effectively towards product and services. Companies aim to develop product that help to fulfill
demand of customers easily. In context of BYD company provide automotive product for energy
storage and energy generation market. Provide valuable product to customers at minimum price
and make them attractive towards organizations effectiveness. Company provide electric
batteries for automobiles. Provide products like rechargeable batteries, solar panels, electric
vehicles components.
Place
Place is a point of sale where organizations sale their product to customers easily. Large
number of organization pay proper attention to get a right location for their product. In context of
BYD company have their own stores that help them to sales their product easily in market and
improve efforts for business(Alvarez-Milán and et.al., 2018). Official websites of company
where hey are able to develop presence in minds of customers. Owned service center of company
make them attractive and effective in front of customers.
Price
Price is amount that customers pay for using product and services of organization.
Companies profit largely depends on pricing factor and make an innovative and attractive
presence for business easily and establish at a large scale. In context of BYD company need to
analyze customer ability to pay in market where they are developing their business. Pricing play
a major role in increasing demand for product in market and develop presence of business easily.
BYD charge premium prices for their product as they provide unique quality of product to their
customers. Market oriented pricing strategy help them to manage change and earn a competitive
advantage over competitors.
Promotion
Promotion help companies to develop a brand recognition and increase sales of their
product. Advertising help organizations to develop business at a large scale and improve overall
presence for business in market and establish at a large scale(Anees-ur-Rehman and Johnston,
2019). In context of BYD company use personal selling, sales promotions and viral marketing
with help of social media and other platforms. Companies PR team help to create brand
awareness for their product easily in market. Company largely aim to create mass awareness for
their product and services.