UGB335 Strategic Marketing: BYD Energy Evaluation Report

This report provides a strategic marketing analysis of BYD Energy, a high-tech company focused on technological innovation and zero-emission energy solutions. It covers a critical company analysis, including the mission, vision, directional and growth strategies, and competitive advantages using the Resource-Based View. The report includes a critical competitor analysis of GCL System Integration Technology and Tesla, focusing on their profiling, strategies, competences, and competitive positioning. Additionally, it delves into a critical customer analysis, identifying key target customer segments, behaviors, value sought, and trend analysis. The report also explores innovation and international marketing strategies, differentiating strategic options for BYD Energy. Finally, the report discusses challenges faced by BYD Energy's strategic marketing and provides recommendations. The second part of the report provides an essay discussing contemporary perspectives on consumption, individual decision-making, perceptual processes, customers in society, and future trends in consumer behavior.

Strategic Marketing

TABLE OF CONTENT
TASK 1............................................................................................................................................4
PART 1............................................................................................................................................4
1. INTRODUCTION.......................................................................................................................4
2. MAIN BODY..............................................................................................................................4
2.1 Critical company analysis of BYD Energy...........................................................................4
3. CRITICAL COMPETITORS ANALYSIS.................................................................................5
3.1 Examining 2 key competitors................................................................................................5
4. CRITICAL CUSTOMER ANALYSIS.......................................................................................6
4.1................................................................................................................................................6
PART 2............................................................................................................................................7
1.Innovation strategies.................................................................................................................7
2. International marketing strategies............................................................................................9
3.Differentiating BYD energy strategic marketing options by comparing it to international
marketing strategies...................................................................................................................10
4. Conclusion.............................................................................................................................10
5. Challenges faced by BYD energy’s strategic marketing along with recommendations........11
TASK 2 ESSAY............................................................................................................................11
INTRODUCTION.........................................................................................................................11
Contemporary perspectives on consumption.............................................................................12
Individual decision making and involvement............................................................................12
Importance of perceptual processes in understanding individual customers.............................13
Customers in society (groups and social processes)..................................................................13
Future trends in consumer behaviour........................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

TASK 1
PART 1
1. INTRODUCTION
Strategic management refers to the process of designing and setting the goal and
procedures in order to make the company more competitive in the market. The strategic
marketing is described as the use of the marketing principles which helps in achieving the
organizational growth by maintaining and developing the competitive advantage. Context in the
strategic management is about the delivering of the right content to the right audience. The
strategic challenges are those challenges that used to influence the organization likelihood for the
future success. The challenges to the successful strategic marketing is that create the new market
space, training of the marketing teams, justifying the budget, reaching to the global audiences,
hiring of the top talent, etc. BYD (Build Your Dreams) is the high tech company that used to
devote in the technological innovation to ensure the better life. This organization is providing the
zero – emission energy solutions and their energy solution is 'New Energy Give us new Future'.
The current report will outline the company's mission/ vision and its importance to company.
Further this will outline the directional and growth strategies and competitive advantage by using
the Resource Based View. The challenges that the cited organization can face in the future are
high end costing modelling and the product configuration, lacking in supply chain visibility,
facing problem to meet the business demand, rise in price of commodity will increase in the
costs of raw mate trial, etc.
2. MAIN BODY
2.1 Critical company analysis of BYD Energy
Company's mission/ vision and its importance
The mission of the company is to change the world by having and creating the complete
and clean energy ecosystem that used to reduce the world's reliance on the fuels. The company
used to provide the free emission to the public transport.
The vision of the company is to be the global leader in the market of the high tech
technological innovation industry and increase its market share in the coming future.

It is very crucial for BYD Energy to make its mission and vision that helps them to set
the objective of the firm. It increases the sense of belongingness and helps the organization
identify the best employees (Janiah, 2019). This helps the employees in order to motivate them
in order to achieve the success. By having the mission and vision it set the mind of the people in
order to grow in the market. This will also help the business in making the good decisions and
working towards the common goal. This used to provide the road-map to the organization and
their employees to work accordingly.
Directional and growth strategies: Directional and growth strategies help the cited
company to be more focused in the strategic way. This make the organization to have the
continue the growth of both revenue and products that are offered to the customers. The growth
strategies is the plan of the organization to overcome the current and future challenges that helps
the organization to realize the goals.
Competences and Competitive advantages: The competitive advantage is the particular
feature of the company that helps them to compete them in the market. The Unique selling
proposition of the cited organization is to have the low cost research and development strategy.
The resource based view that is the theory related to competitive advantage used to argue
that the long- term success of the business is to do the innovation. This is based on the internal
sources of the BYD Energy offering it that includes the capabilities of the organization used to
develop the competitive advantage to compete in the market. This is the best framework that can
be used by the company by doing the innovation to have the long term success in the market.
3. CRITICAL COMPETITORS ANALYSIS
Competitors analysis refers to the features of the competitors, market share, marketing
strategies, differentiators, their culture and the customer reviews. By analysing the competitors
that will help the organization to compete in the market by knowing about the competitor’s
unique features and their culture (Pillay, Allen and Littleton, 2022). Build Your Dream is the
high tech technological innovation company that used to do innovation for the better life. As the
company used to do innovation they must analyse their competitors in the market.
3.1 Examining 2 key competitors
The key competitors of the BYD Plc. are GCL system Integration Technology and Tesla.
As these companies used to do the innovation on the continuous basis which makes the BYD to

do more innovation in order to compete in the market. The competitors profiling, strategies,
competences and competitive positioning is as described below:
Basis GCL system Integration
Technology
Tesla Plc.
Competitors Profiling This organization is the
manufacturer of the
sustainable power by
producing the solar products.
Tesla plc is used to design,
develop and manufactures and
sell the electric vehicles and
the energy storage systems.
Competitors Strategies The strategy of the
organization is to lead in the
technology and have talent
cultivation.
The strategy is to have the
production of the new electric
vehicles.
Competences and competitive
positioning
The positioning of the product
is by having the annual silicon
wafer.
The positioning statement is to
provide the stylish cars that
can go from 0 to 100 in 3
seconds.
4. CRITICAL CUSTOMER ANALYSIS
4.1
The customer analysis is the main section of the company's business or marketing plan.
This will help the company to identify the target customers, identify the needs of the customers
and provide them the products to satisfy there needs and wants.
Key target customer segments: The key market customer segments are also known as
the audience segmentation. It helps the cited company to have splitting the customers into the
meaningful groups that is based on the characteristics, wants and behaviours of the customers.
The segmentation is done on the demographic, geographic, etc. which helps the company to have
the good target market. BYD has the large customer segment that helps them to sold more than
1.5 million electric cars in 2021.

Behaviours and value sought: As the name suggests, behaviours and value sought is the
systematic proves done by the organization in order to segment customers on the basis of their
habits of purchasing, requirements, preferences and also behaviours. On the basis of behaviours
of customers such as purchasing behaviour, benefits sought and journey stage of purchaser,
organization is able to find out the loyalty of customers towards brand. BYD is able to track the
behaviours within the market and also evaluate value which motivates them to understand the
requirement and needs of different customers group.
Customer behaviours and trend analysis: it is the most essential factor that are used by
organisation before implementing any decision because with the help of customer behaviour
analysis the organisation can know about how customers will be able to interact with brand. On
the basis of customer common characteristics, they are segmented into buyer personas. BYD has
adopted good and effective customer behaviour analysis which helps the attract more customers
in the upcoming years (Tien, Phu and Chi, 2019). By having this trend analysis, BYD is able to
know about current customer and market trend and on the basis of this they can segment each
client. They focus on analysis on the rising trend such as CSR to maintain sustainability,
improvement and development status and also trend of new energy vehicle driving motor.
Strategic collaboration plays a vital role because organisation can have an idea about
market condition and also make decisions on the major issues. Due to new market trends and
changing demand of customers the organisation has to active while implementing new strategic
goals. Changing policies of government, seasonal fluctuations and supply and demand of the
products or services is the market factors which needs to be taken into consideration. BYD have
focused on the market factors such as trends and key market structure. For example- due to
heavy competition in today’s world the company is able to categorise differently. Plus, market
structure such as monopoly and perfect competition is taken into consideration. This can easily
show the relationship between sellers to purchasers and others. Like changing communication
market, usage of new technology while manufacturing electric vehicles. Due to Current trends
such as using branding strategies, advertisement, social media ads and digital marketing, the
organisation needs to invest more to attract customers.

PART 2
1.Innovation strategies
Nowadays, in todays’ business world companies are using innovation strategies to attract
more customers and create new value for them. Basically, it is a common innovation mission
planned by the company and innovate new things by using detailed planning strategy. By using
innovation strategies, the organisation is able to achieve their mission which helps them to create
value for which clients are willing to pay. In addition to this, innovation strategies involve a
policy set and also behaviours of customers geared towards achieving future growth.
BYD is using innovation strategies which guide them to make important decisions on
how resources are to be used so that they can meet goals and objectives of business. By doing so,
they are able to deliver value and gain competitive advantages. They are able to analyse
competitive advantage of business and know about technological environment. not only this, the
company is able to determine challenges and opportunities to grasp good market position. As a
largest company and leader of new energy vehicles, BYD is focused on making fossil fuel
powered vehicles which is electrical vehicles. By focusing on daily work life and personal life of
people, the firm is successfully covers 7+4 full market EV strategy. The major strategy focused
by the firm is dual mode technology, easy charging, energy efficient and eco-friendly services to
maintain sustainability.
By using Ansoff matrix, BYD is able to make planning effectively and analyse their
strategies for growth. By having this method, the company is able to maintain sustainable growth
which helps them to achieve goals (Pillay, Allen and Littleton, 2022). There are many challenges
the company will be facing in the upcoming years such as changing technology, heavy market
competition, customer buying behaviour, political stability and many more. On the basis of
internal and external factors, BYD is able to make decision related to strategies for growth.
Market penetration- in order to increase BYD market penetration is the company is
increasing its investment in activities like marketing and advertising, they are also developing
and designing communication system that is relevant to its market groups in different categories.
They are reducing its operational cost which helps them to gain competitive advantages and gain
customer loyalty. It will help them to lead to less costs being passed on their potential clients.
Market development- with the help of this strategy, the company is able to enhance its
business growth through introducing existing products in new markets. BYD needs to focus on

investing in research and development so that they can make proper identification of new
markets and buying behaviour of customers (Sukma, Lubis and Utami, 2019). The company
also enjoy business growth with the help of ideas like international expansion which helps them
to increase their customers and overall share. They need to understand the possible cultural
differences and make accommodations in order to expand business by using strategy.
Product development- nowadays, company seeks to expand its business and want to
achieve growth through new products. There are many ways, BYD can enhance its product
development such as launching new products, modifications can be done in existing products. By
doing so, they can easily improve products features and offer new and enhanced offering to
clients. This will lead to increment in sales and consumption of the services or products. They
can also introduce different quality products in the same market, which can engage new products
development.
Diversification- in today’s business world, the company wants to grow their business and
develops it in order to engage new product development in new markets (Zanjani and et.al.,
2020). They can focus on introducing new products under existing product lines which can help
them to explore new opportunities.

Source: (Pillay, Allen and Littleton, 2022).
The challenges include: as the world is expected to see many more electric vehicles on the
road in the near future. In recent years, issues such as drastic price drop of batteries, increase in
changing behaviour of customer, sustainability transportation options and many more. The major
challenge issue is shorter driving range and batteries issue (Tien, Phu and Chi, 2019). Hence, the
company needs to focus on charging infrastructure and invest more in that to be competitive in
the market. the another challenge is adaptation of automotive supply chain on frequent basis.
2. International marketing strategies
International marketing strategies is used by the firm to market their products in different
countries so that they could easily grasp great opportunities. BYD is committed to expand its
business by selling its products and broadening the use of next generation vehicles such as
electric cars and battery powered bicycles. They are expanding its business in the automotive
market in china which helps them to expand sales (Samiee and Chirapanda, 2019). Strategies
can be used by the firm is expanding market coverage via exporting method and also focus on
localize R&D. it is essential for company to expand its business by using exporting method in
which they can sell the product they manufacture in the markets of foreign countries without the
involvement of third party. This can be done through or with the support of international
distributors.
BCG matrix- This method is used by company in order to help themselves with long term
strategic planning. By using this theory, the BYD is able to grasps growth opportunities while
expanding its business at international level so that they can review its portfolio of services or
products. They can easily decide where to make investments, where to discontinue and what
more improvement is needed (Hossain and Kader, 2020). The company is easily collaborating
closely with the customers so that they can strengthen its system related to innovation and make
innovation happen. By using this method of growth share matrix the firm is able to manage
things so that they can decide how to prioritize their different businesses.

Source: (Hossain and Kader, 2020)
3.Differentiating BYD energy strategic marketing options by comparing it to international
marketing strategies
o BYD energy is using digital marketing and social media marketing option as its
powerful tool to attract more customers. As the company focusing in technology,
they want to use effective strategies which can be beneficial for them to achieve
competitive advantages. So, they decide to expand its global sales network with
the help of strategic marketing option exporting.
o While on the other side, international marketing strategies is used by other brands
in order to enter new market segment which helps them to satisfy the needs of
customers (Tien, Phu and Chi, 2019). Companies are using franchising as an
options of international marketing. With the help of this method, company will be
able to enhance strong brand recognition and provides an opportunity to earn
more profit.
4. Conclusion
To conclude, with the help of competitor analysis the company can easily compete in the
market. to expand the business, the company is focusing on international marketing strategies as
it become easier and easier as the time passes. With the help of social media platforms,
advertisements, google ads, and online shopping trends the company is able to attract more
customers in new ways. They are focusing on conducting research on cultural differences and
make investment in marketing.

5. Challenges faced by BYD energy’s strategic marketing along with recommendations
Due to heavy competition in the world, the company have faced issues related to strategic
marketing such as increment in quality consciousness of clients (Öztürk, 2018). The company
have to be very active because of changing organisation structure due to changing demographics.
As the firm has delayed entry into few countries such as US and has faced issues related to
production activities.
Recommendations
 It is recommended to make advertisements more interactive so that customers can easily
attracted towards brand and also keep track on changing technology.
 The company needs to focus on using social media platform and distribution channels to
increase brand awareness in emerging markets.
 It is also suggested to focus on cultural difference so that it can provide idea about
customer buying behaviour and also achieve ability to adapt new trends and value.
TASK 2 ESSAY
INTRODUCTION
Strategic marketing is basically used by company so that they can use properly marketing
disciplines in order to accomplish goals of the firm. They can achieve goals by maintaining
sustainability and developing ideas to gain competitive advantages. Consumer behaviour concept
is especially seen in the sectors like hospitality and tourism. The company can easily address
about what market need to target, how to promote those products and which services needs to
offer. The present essay will be based on marketing orientation which provide support to the
company so that they can get strategic future direction. By adopting market opportunities and
using information about current market trends the company can adopt long term strategic
perspective in competitive market. perceptual processes are essential for the businesses so that
they can easily understand the behaviour of customer at individual level. furthermore, it will
provide detailed information about individual decision making and involvement and also
highlight about customers in society and their future trends based on behaviour.