Strategic Marketing Evaluation Report for Build Your Dreams (BYD)

This report provides a comprehensive strategic marketing evaluation of Build Your Dreams (BYD), a renewable energy and high-tech company. It begins with an introduction to strategic marketing principles, followed by an overview of BYD's mission and vision. The report then applies the Resource-Based View (RBV) to analyze BYD's tangible and intangible resources, including financial, physical, and human resources, as well as the company's name, reputation, copyrights, and patents. A detailed competitor analysis of Valence Technology and Exide Technologies is included, along with BYD's ranking in the battery market. The report further explores BYD's innovation and social strategies, considers future challenges, and concludes with a summary of key findings. The report also includes an examination of BYD's financial statements, including cash flow, balance sheet, and income statements to assess the financial resources. Overall, the report offers insights into BYD's strategic positioning and provides recommendations for future growth and success.

Strategic Marketing
Evaluation

Table of Contents
PART 1............................................................................................................................................3
Introduction............................................................................................................................3
Mission/Vision Statement......................................................................................................3
Resource Based-View (RBV).................................................................................................3
Tangible Resources................................................................................................................4
Intangible resources................................................................................................................6
Competitors............................................................................................................................7
Ranking...................................................................................................................................8
Customer analysis...................................................................................................................9
Factors issues........................................................................................................................10
PART 2..........................................................................................................................................10
Innovation strategies.............................................................................................................10
Social and ethical strategies..................................................................................................11
Consideration of the challenges BYD will face in the future...............................................12
Conclusion............................................................................................................................14
Reference list........................................................................................................................15

PART 1
Introduction
Strategic Marketing is way in which firm effectively differentiate from competitors in
terms of capitalising on strength in order to provide better value to consumers. It is used to
identify need of customers for creating marketing plan in order to achieve satisfaction, increasing
profit and improving company performance (Athey and et. al., 2012). It is forward looking
approach and long term for planning goal and achieving sustainable competitive advantage. It is
very important for organisation to evaluate their strategic marketing for achieving goal and
objectives. This helps in knowing their target customer need and demand. The consistency,
consonance, advantage and feasibility are principles which are required for evaluating strategic
marketing. The given assignment is based on Build Your Dreams (BYD) which was founded in
1995. It is renewable energy and high tech company which employ 750 workers working in
United States and devoted to technological innovation for better life. It aim is to build safe,
efficient and stable storage solutions for renewable energy. It is dedicated to provide zero
emission energy solutions to customers. In this report will discuss about market, competitors,
resources, challenges, trends, strategies and innovation of BYD. The requirement of finance for
running organisation is also analysed.
Mission/Vision Statement

The mission statement of BYD is to change world by creation of complete, clean energy
ecosystem in order to reduce world's reliance on petroleum and provision for non- toxic energy
with zero pollution and emission. The vision statement of BYD is to provide stable, efficient and
safe storage solutions for renewable energy for better future with new energy.
Resource Based-View (RBV)
As per the views of Ovidijus Jurevicious, Resource Based View (RBV) is managerial
framework for determining strategic resources with potential in order to deliver comparative
advantage to entity (Bai, Dhavale and Sarkis, 2014). This approach to business strategic
management emerged in 1980s and 1990s. Such resources are exploited by firm for achievement
of sustainable competitive advantage (Resources Based View, 2018). It mainly focus managerial
attention of business internal resources for identification of assets, competence and capabilities
in order to deliver superior value. It consists of both tangible and intangible resources such as
processes, information, assets, skills and knowledge. When all resources are integrated it forms
Business Capabilities and out of which create Core Competencies which helps in providing
sustainable competitive advantage to enterprise. Resources must fulfils VRIN for sustainable
performance and competitive advantage. It means:
Valuable (V) – It provide value to resources which help firm for reducing threats and
exploiting market opportunities (Banyai and Glover, 2012). If resources does not add or enhance
value of entity then it is useless to possess it. BYD should posses all valuable resources which
are required to them for fulfilling their goal and objectives.
Rare (R) – There are many resources which are difficult to find among potential and
existing competitors. It should be unique or rare for offering competitive advantages. If every
firm possess resources with them then it does not provide competitive advantage. BYD energy
provide rare resources in order to gain competitive advantage in market.
Imperfect Imitability (I) – It means imitate or copying resources which will not be good
for firm. It can be acquiring resources difficult, unclear relationship among complexity of
resources and capability. Here, therSystems for supporting individuals with specific needse are
many resources which are acquired difficulty by BYD for their business.
Non- Substitutability (N)- When resources cannot be substituted by other alternatives
then it is called non substitutability. In this competitors cannot replace resources with alternatives
resources. According to Barney, there are three types of resources which are: physical, human

and financial. It is advantage for BYD because its resource does not have substitute which helps
in achieving competitive advantage and earning maximum profits.
Tangible Resources
The resources which can be in physical form, touch and seen are called tangible
resources. It can be easily measurable and physical which are used for operation of company
(Cassia, De Massis and Pizzurno, 2012). It includes fixed as well as current assets such as
building, machinery, inventory, manpower and others (Tangible Resources, 2019). The tangible
resources which are required for BYD are given below:
a) Financial Resources
It is defined as financial funds of organisation which convert input into production
process and part of economic assets. It is availability of money for business for spending which
can be in form of liquid securities, cash and credit lines. It is also called finance having business,
public and personal finance attributes. BYD need to secure about requirement of funds for
running business effectively and efficiently. It is structured in following ways:

(Source: Cash Flow Statement, 2018)
Illustration 1: Cash Flow Statement, 2018

(Source: Balance Sheet, 2018)
Illustration 2: Balance Sheet, 2018

Business Funds- It can be cash and deposits with financial institutions. It is short term in
nature such as inventory, securities, short term loan and investment (Fainshmidt and et. al.,
2016). BYD need business funds for fulfilling their day today operations and activities.
(Source: Income Statement, 2018)
Illustration 3: Income Statement, 2018

Corporate Funds- It means money invested for organisation which can be total assets
and liability. It is long term in nature such as long term borrowing, loans, government securities,
capital. BYD requires such funds for their long term activities and operation of organisation.
Other Financial Resources- The resources for fund creation as well as corporate capital.
Here, funds are raised from banks, financial institutions and others. It helps in fulfilling other
activities of organisation. BYD also need requirement of such funds for smoothly and
effectively.
(Source: Financial Statement of BYD, 2012-2021)
b) Physical Resources
It is defined as tangible items which are available and necessary for business to function.
It is important for all types of enterprises for running their business. There are two types of
businesses such as product and service based. The physical resources used by product based
entity are for providing good for sale and operation (French and Gordon, 2015). Similarly,
Illustration 4: Financial Statement of BYD

service based business use resources for facilitating delivery of service like space to work,
resources for supporting service and tools required. This resources of organisation includes
inventories, assembly, distribution facilities, manufacturing equipment tools, production and
storage. Such resources can be sold in case of cash flow issue. This resources depends upon
nature of business such as land, water, building, manufacturing, machinery, hardware, IT
equipment and point of sale system. Here, in BYD, physical resources can be equipment,
hardware, etc. These helps in running business smoothly in order to achieve their set goal and
objectives.
c) Human Resources
It is describing both department managing resources of employees and people working
for organisation. They are people working for workforce of company, economy or business
sector. It is also called labour, manpower, talent, personnel. This resources is handed by Human
Resource Department of any enterprise such as labour law, employee benefits, employment
standards, training, recruitment, selection. BYD also requires human resources in order to
manage their employees and workers. They assist in providing training and development to new
joiner as well as existing workers. They should possess proper skill and knowledge for
effectively running of business.
Intangible resources
As per the views of Mike Kappel, intangible resources are defined as resources which are
not physical in nature and difficult to evaluate. It includes copyright, goodwill, patent, franchise,
trademarks and trade name (Intangible Assets, 2019). In context of BYD energy, following
intangible resources are described below:
a) Company name and reputation
The name of company is Build Your Dreams (BYD) energy which has good reputation in
market. It is high tech organisation dealing in technological innovation for providing benefit to
better life (Goworek and et. al., 2012). Its aim is to build safe, stable storage and efficient
solutions for renewable energy. BYD provides zero emission energy solutions and include
product such as battery box low and high voltage for commercial, residential purpose and large
scale battery projects in various countries.
b) Copyright and patents

Copyright is defined as legal right to owner of intellectual property for particular period
of time. It means original creator of product gives authorization to and only ones with right for
reproducing work (Katsikeas and et. al., 2016). Similarly, trademarks is expression, sign and
design that identifies service and products of particular from others. Its owner can be
organisation, individual and other legal entity (Patents Assigned to BYD Company Limited,
2019) . There are various products of BYD energy which has patents right described below:
 Method for metallizing polymer substrate and polymer article prepared thereof
 Charging system for electric vehicle and method for controlling charging of electric
vehicle
 Electric vehicle and discharging apparatus thereof
 Vehicle and shifting control method and power transmission system thereof
 Charge control system for electric vehicle
 Power system for electric vehicle.
Competitors
a) Valence technology
Valence Technology was founded in 1989 with headquarter at Austin, Texas. It is
considered as development and research company developed by Lev Dawson. It is private
company specialities in lithium phosphate, EV, marine, batteries, large format, battery
management, motive, stationary, large format. There are 201 to 500 employees working in entity.
This has emerged from IP base and strong technology in order to become commercial leader for
supplying high volume products (Kerr and Patti, 2015). It has developed application experience
and significant system integration. The products of Valence Technology are used in plug in
hybrid electric vehicles (PHEVs) and electric vehicle like cars, motorbikes, scooters, buses,
trucks and delivery vans. The batteries of Valence are used in medical carts, marine, wheelchairs,
robotics, energy storage, remote power, switching gear, energy storage systems, frequency
regulations. It holds international patent portfolio of issue and pending lithium phosphates. It is
competitors of BYD as both deals in energy. The products and batteries of Valence are different
from BYD as it possess high quality materials and provide good service in order to serve
customers. Thus, in order to compete with BYD it need to improve their product and service.
b) Exide technologies

Exide Technologies was founded in 1888 which is American manufacturer in Lead acid
batteries for industrial and automotive. It has four global enterprise group such as Transportation
Europe and Rest of World, Industrial Power and Europe and Rest of World, Transportation
Americas and Industrial Power Americas (Kumar and et. al., 2013). It consists of both recycling
plants as well as manufacturing. The transportation batteries of Exide are lighting, trucks,
agricultural and construction vehicles, recreational, Centra, Exide Extreme and others. Similarly,
industrial batteries includes floor cleaning machinery, railroad locomotives, electric road,
vehicles. This company helps in providing network power batteries used for back up power with
use of telecommunication systems, air traffic control, railway, military, security. Exide
Technologies has controversial record in environmental contamination, public health and safety
violations and excessive emissions of toxic particulates. The batteries and products are sold and
distributed through out United States by companies such as Home Depot, Jiffy Lube, Camping
World and others. It is biggest competitors of BYD as it provide high quality batteries products
required in different vehicles. The aim of BYD is to provide zero emission energy solution to
customers. It work for providing new energy which resulted into new future. AS BYD provide
battery, high and low voltage for commercial purpose and large scale for project related with
battery. It should work hard for improving their quality and product in order to compete with
Exide Technologies.
Ranking
As per research it can be concluded that BYD company rank world third battery makers.
The growth of battery increases because of domestic demand specially for trucks and electric
buses. Moreover, BYD planned to set up battery production in Europe in order to give
competition to Exide and Valence (CATL & BYD rise to join world’s Top 3 battery makers,
2019).
Customer analysis
Customer analysis is defined as critical component of enterprise plan in all stages of
growth. It helps in identifying target consumers, their needs and way to satisfies those needs. It
can be broken into demographic and behavioural profile. This is tool which help business for
understanding potential and current individuals so that entity can grow and increase sales. These
are collection of information regarding consumers which determine whether people buy or don't
buy goods. Customer Analysis is measured through 6W model which is described below: