UGB335 Strategic Marketing Evaluation: BYD Energy Analysis Report

This report provides a comprehensive strategic marketing evaluation of BYD Energy, a high-tech company specializing in renewable energy storage solutions. It begins with an introduction to BYD Energy, highlighting its mission to provide zero-emission energy solutions and its core values. The report then delves into Task 1, which includes an analysis of the ANSOFF matrix to assess BYD's growth strategies, including market penetration, product development, market development, and diversification. It also explores the Segmentation, Targeting, and Positioning (STP) model to understand BYD's market approach. Furthermore, the report examines the marketing mix, including product, place, price, promotion, process, physical evidence, and people, to analyze how BYD can effectively market its products. The report also discusses the challenges BYD Energy might face in the future and concludes with a summary of the findings and recommendations for strategic marketing improvements.

Strategic Marketing
Evaluation

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
ANSOFF matrix..........................................................................................................................3
STP Approach.............................................................................................................................5
Marketing mix for building your dream venture.........................................................................7
Challenges faced by the BYD energy in future..........................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic marketing is the method of differentiates itself from its rivals by focusing on
their strength with the motive of providing better services to their potential customer. It is the
process of building good brand image in the marketplace (Luca, Hibbert and McDonald, 2016).
BYD (Build Your Dream) is the high-tech company that deals in manufacturing safe and
efficient storage solution for renewable energy. The aim of this company is to provide zero-
emission energy solution and their products include Battery-box low ad high voltage for
commercial purposes. The purpose is to provide non-toxic energy with zero pollution and
working on the core vale of excellence, pragmatism, innovation and passion. This report will
cover the ANSOFF matrix to analyse the competitive advantage, STP model to position their
product and explain the marketing mix of build your dream. Furthermore, It also explain the
innovation strategies for their business and also analyse the International marketing strategies for
BYD energy.
TASK 1
ANSOFF matrix
It is the framework of analysing and planing the various business strategies for growth
with the help of their four pillars. It is a product market expansion Grid which shows four
strategies that can help in growth of their business and also analyse the various risk that is
associated with the strategies (Li and et. al., 2017). This matrix is developed by H. Igor Ansoff
IN 1957. It help many marketers and executives to understand the risk and their business in order
to complete a certain task. It is the business strategies that help in knowing the various aspect of
the business that includes market penetration, Product development, market development and
diversification. In context of Build your dream energy, It will explain the detailed strategies
of ANSOFF matrix that will help in analysing the various strategies that is associated with the
risk in the market. Various factors that is associated with the risk are as follows:
Market penetration- These are the factors which focuses on increasing their sale in the
existing product in the existing market. It includes production in large scale with the motive of
earning higher revenue. When the firm is aim with the same product, there may be chance of
high growth due to increase number of their loyal customer. Organisation can decrease the price
of existing product to attract the large group of customer and generate higher revenue in the large

market. Firm can improve their promotion and distribution channel with the help of introducing
advertisement on social media platform, It will help in covering large target groups. Firm can
acquire their competitors in the same marketplace. BYD energy can decrease the price of their
product to attract the large group of customer and can use digital marketing to advertise their
product.
Product development- This is the factors in which firm introduce the new product for
their potential customers in the existing market. This include research and development for
attracting the large group and for that, company have to study the current market and do the
required innovation that can meet the need and demand of the potential customers. It is the risky
aspect which the firm can do in order to increase the product range in the existing market and
help in generating higher revenue and profitability (Lawton, 2017). Company can merge their
resources to develop a new product in order to increase their market share and the product will
meet the need of the current marketplace. Firm may form the strategic partnership in order to
gain the advantage with other firms with help of their distribution channels. BYD energy can
launch the new product with the help of proper research and development in their production. It
also focuses on developing new opportunities with the consideration of generating higher
profitability.
Market Development- In this factor, the firm will enter in tot new marketplace with
their existing product and expanding in to new geographic regions, customers segments. It can
easy when the firm is having the proprietary technology that can help into new market. They
have to analyse the potential customer in to target market so that they can contribute in
future(Kannan, 2018). Organisation mus do the right approach in understanding the consumer
behaviour that does not change I the new market so It will be helpful for analysing the various
aspect of the business. Organisation can cater their product into new market segment to expand
their market size that leads to generate higher profitability. Firm can enter in to new domestic
market or expand regionally. They can expand their business in to international market to a
lading company in the world. BYD energy can generate high product by expanding their
business in domestic and international market and increase their market share.
Diversification- When the firm is entering into new market and launching new products.
Although, It is the risky strategy that includes both new market and product development
required attention in order retain in the marketplace. When the firm is introducing new product,

they need to understand the current trends of the market so that large group of customer can be
attracted in order to run their business smoothly. Firm have to do the research and development
while making the new product. It will leads to work with innovation and loyal customer
customer will retain to their brand. Company have to study the market to target the potential
customers. BYD energy can introduce new products by using innovation techniques in their
production process and do the market research to get their potential customer and understand
their need and want that will leads to increase the sale of the business in order to generate higher
revenue. There are two types of diversifications:
 Related diversification: It is the launch of product that is related to the product line of the
company (Hollender, Zapkau and Schwens, 2017). For instance, Company is producing
leather shoes and now they are launching leather wallet.
 Unrelated diversification: It is the launch of product which is not related to the product
line of the company. For instance, Company is manufacturing leather shoes but now they
are dealing in cloths.
It is analysed that there are various strategies which can be adopted by the organisation
by effective using ANSOFF matrix. Build your dream has chose the marketing strategies that
will help in achieving organisational goal. According to the product offered by the company
seems that there is no requirement of research and development or launching new product and
not implementation of promotional tool in expanding the market. The company is fine with the
existing product and also generating higher revenue.
STP Approach
It is the three step model consist of segmentation, targeting and positioning that defines
the shift in the market from the product to consumer prospective(Garousi, Petersen and Ozkan,
2016). It is the summary of analysing the marketing strategies that how the product or the
organisation can be retain in the market for a longer period of time. In context of BYD, This
model will be used to identify the importance of various stages in the functioning of business in
order to achieve the higher profit in the business.
Marketing segmentation: It is the process of dividing the marketing into small venture
of customers on the basis of their geographical location, demographics and psychographics. This
will help in understanding the market and then take the corrective action in order to target the
market. BYD has divided the market in to different segments that are explained as follows:

 Geographical segmentation: In this segment, the customer will divide on the basis of
location or climatic condition of the region and the market size. With the consideration of
geographical segmentation, firm will use all four north, south, east and west to segment
the market. Build your dream energy is manufacturing the renewable energy storage so
company will cover all the areas in term of climatic conditions(Fisher and et. al., 2017).
It will help in attracting the large group of customers that will increase the demand of
their product that will leads to generate higher profitability. Market size can be covered
by the company as they are focusing in all regions for selling their products and
increasing their revenue.
 Demographic segmentation: In this segmentation, market will be divided on the basis of
demographics that includes age, gender, lifestyle, income and with the consideration of
this the company will use the all type of age groups as their potential customers to sell
their product and increase the sale in the market(Del Vecchio and et. al., 2018). Life
style of the individual will be depend on their personal income that should be $ 7,000 to
$ 15,000. This will help in enhancing their living in an batter way. BYD energy is
producing storage for renewable energy and this will required huge investment so it is
necessary for an individual to have good income level to make the purchase of these
products. It also help in making the best use of various these appliances and use of
renewable source of energy.
 Psychographic segmentation- In this segment the customer will be divided on the basis
of their behaviour and beliefs and shared values of an individuals. It is the main
consideration of the society on which they act and respond. Company is manufacturing
renewable sources of energy and meeting the values of society of saving the environment
by using renewable energy.
Targeting: It is the second stage that involve the complete process of segmentation and
then focus on targeting the potential groups that will help in increasing the sale and profitability
of the business(Connell and McManus, 2016). It can done through using the social media and
different marketing strategies target the group of customers. Company will analyse the different
behaviour of the customers and then set their target. In context of Build your dream, the
company will use the different strategies like social media to find the potential customer to sell
their product that will be loyal to their brand. It is tool that connect thousand of users at a point

of time so it will be easy for the company to attract the large group of customers. It will make the
easy process of targeting the people by their behaviour and actions on social media and will
cover the large market place.
Positioning: In is the third and last stage of STP model which focuses on the variable
that the market which has be segment and tagetes customer make the effective purchasing in the
organisation that will help in increasing the brand image of the company and cut the competitive
advantage in the marketplace (Chathoth And et. al., 2016). These factors will contribute in
positioning of the brand in the marketplace. When the company is having the good brand image
in the market they do not need further promotion on have to meet the competitive advantage.
It is observed from the discussion of STP model have the great impact on business and
played an important role in managing the business and meeting competitive advantage in the
market. This matrix is used to enhance the effectiveness of the company in various marketing
strategies.
Marketing mix for building your dream venture
Marketing mix is the business tool that will help in understanding the different aspect of
the business which work together to achieve the common goal. It is the approach that focuses on
customers and their prospective in order to achieve the business goal. It is combination of 7 P's
that includes product, place, price, promotion, process, physical evidence and people. This
business tool is sued by the business in formulating their marketing strategies in an effective
manner and generate higher revenue and profitability in the business.
7 P's Analyse
Product It is the items which is manufactured by the company to sell in the
marketplace. Build your dream is offering the energy solution with the
mission of generating ozone-friendly energy which produce no carbon that
will leads to save the environment.
Price This is refereed to the cost that is fixed by the organisation by analysing
the overall cost of product with the motive of keeping affordable price so
that everyone can reach out to the product. BYD is fixing the high price of
their product as it incurred huge investment on establishing power house at
the field (Burton, 2018).

Place This is the place where the company will sell their product to their potential
customers. Firms have to open their stores and manufacturing plants in
various regions and also have to give the contact number there so that
potential customer will reach or contact to the brand easily for purchasing
the products and services. Company also introduce their online platform in
order to attract the large group of customer and increase their market size.
Promotion Company will use various medium to promote their products and services
to make effective understanding of customers to make the effective selling
of goods and services in the target marketplace. Furthermore, the company
will use the website to promote their products and services that will help in
covering the mass population of potential customers that will make the
effective purchase of their products and services.
People Employees are the backbone for any organisation and generate the higher
revenue for any organisation. It is considerable that employees must kept
with special treatment and offer some polices in order to make them
efficient with the prospective of achieving high profitability. Organisation
must offer the positive working environment in order to increase the
efficiency of the workers.
Physical evidence The company have prove their physical evidence with the help of various
promotional tool like brochures, conducting public events or promotion
campaign to sell their product and prove the physical evidence in the
market.
Process It is the process that include how the company is manufacturing their
products and services in order to make the effective use of resources. It will
help the complete process of business in manufacturing quality goods. To
fill the gap between the customer and the seller by adopting the style of
post purchase service that will help in getting the feedback from the
potential customers.

TASK 2
Innovation strategies of BYD energy
An innovation strategies refers to all the new ideas and initiative that business adopt in
order to attract more customers and make innovative changes in the company. Innovative
strategies plays huge role in business and its growth in the international market. This strategies
refers to the all plan and advancement that company adopt for change in current business or
make business more effective in the market. In the context of BYD company is focused on
technological development in automotive sector of China. Company is continuously introducing
innovative intelligence with the D-link and E platform which will form a part of BYD (Maas,
Schaltegger and Crutzen, 2016). Company is using various plans and policies for the innovation
so that it can helps in better future and growth of the company. Company invest huge amount on
the research and development projects in order to gain better production and innovative services
in the market. For the future growth company can expand this innovativeness in their product
and services so that they can achieve higher growth and profitability in the market. BYD deals in
automotive sector, technology sector, and railways sector that help them in make huge impact on
the national and international market of the company. When it comes to the filed of technology
and innovation company make huge impact from the marketing of innovation and development
in the market. The company is currently working of three technology such as new energy
vehicles battery, electric control and electrical motors.
For the future growth company should effectively make strategies that helps them in
better growth and development in national and international market. This strategies helps
company in better achievement of future goals and objectives so that they can make better
impact with innovative services and innovation in the market. Below are various stages that
company can use for the future growth in the market.
first stage: It is an first stage of importing and exporting the business in intenational market. The
basic parts that company produce inculde battery assembely and key parts of bettery. This
inculdes in small scale business where company introduced the innovativeness in intenational
market(Mooring, 2016). The first stage is usally bacis stage that provide company better
innovation in the national and international market.
Second stage: This stage is based on continuous growth and expantion of the business in
national and international market. In this stage company ensure that the business of the company

is increasing at nationla and intenational level by the innovation they introduce in the market. In
this stage company is maximise its profit and growth in the market. BYD produce innovative
products and services that helps them in better growth and expantion of the market at global
level.
The third stage: this stage include all the innovation done by the company in other industries,
this assist company in expantion of its business in other industries also. BYD have various
oppportunity that helps in better growth at cross industries and brining different innovation in the
industry that can helps in better growth of business and increase the level of profitability. It is an
best strategies for the innovation in other industries that helps in better management of their
portfoilio.
The fourth stage: In this stage company is focused on better innovation in exsiting and other
industries where they make better growth and increase the level of profitability. In this stage
compnay is also focus on the industry where company have lower profit and make strategies for
those industries that can helps in increase the level of profitability and growth and every business
areas(O'brien, 2019). Various innoavtive messuras can helps company in better growth and
profitability in the national and intenational marekt.
International marketing strategies of
Global marketing refers to the strategies and plan that company make in order to increase its
business in international market. There are nubmers of strategies that company can use that can
helps in better understanding of national and intenational market. But it is very essential for the
compnay to use strategies that is appropriate and can helps in better growth of the market. Below
are some strategies that BYD energy can use for the global expantion of business and its growth
in intenational market.
Direct exporting: IT is one of the most comman strategy that company use for the
expantion of its business at global level. Direct exporting include the product and services that
compnay can directly introduce in the international market. In the context of BYD energy
company effectively introduce its products and services to the intenational market so that it can
increase its market and profitability.
Joint venture: This refers to the partnership between tow businesses or tow persons, in
this they ussaly invest in same knid of project and business for the purose of profit sharing and
increasing level of business eithcs at the global market. Jonit venture usally refers to the two

business that are working togather but staying sperated in their own business. BYD energy can
use this for the better furture growth in international market, they can use their electronic
vehicles to expand its business at other contries.
Partnering up: This is an type of an international marketing plan that BYD energy can
use for the venture into new company. In partnering up company can work with the other
business that are working from their home country and maintaining their business at global level.
It is nessery to get an effective parther that can help in better market growth and objectives of the
company. BYD energy acn effectively work on better innovation and services that can improve
the services and growth of the company(Sotiriadis, 2017).
Thus, form the above information it can be understand that there are various strategies for the
international market expantion, that can help company in better achievement of goals and
objectives. With this strategies caompany can effectively manage its business at global level and
expand its business in the other countries also. With this company can achieve its goals and
objectives in most effective menner.
Challenges faced by the BYD energy in future
Build your dream is the high-tech company that is offering renewable storage of energy
with the use of innovation technology and making the right use of their resources. It is
considerable for the organisation to go through with their resources so that it will help in
identifying the various issues related to the production process and take the corrective action in
order to manage the various function f organisation. Challenges can be associated with the
various business plan. It will help in making the use of each process and help in identifying the
various concept of the business. Various challenges which may be faced by the company in near
future are as follows:
Government polices- These are the rules and regulation which is frame by the
government in order to complete the task in an appropriate manner. Polices can be related to the
employees and the management so it is very important to follows all the polices to make the
better working in the organisation. Build your dream may face change in government policy and
of that they have to change the whole functionality of the business and will leads to huge loose in
the organisation. It is suggested for the BYD energy to evaluate the polices associated with the
business and then implement their thoughts in to actions.

Innovation- It is the another challenge that may be faced by the company as they are
producing batteries for storage renewable energy but they be out of use after 5 years and
company have to rectify their business in order to make the best use of their resources. It is
suggested to the business to have the right approach in their research and development so that
company can continue to innovate their product in the market.
Competitors- There are many rivals in the market and it will use the various business
strategies to do the task in an appropriate manner. Build your dream have to create the good
brand image in the market so that potential customer will loyal to their brand and leads to
increase the profitability in the business.
CONCLUSION
This is concluded from the above report that Strategic marketing play an important role in
making the right strategies in the business. Organisation uses the market penetration to meet the
competitive advantage in which they will sell the existing product in the current marketplace and
that will help in meeting the competitive advantage in the market. Company also use the STP
model in order to segment, Target and positioning their product in the large market. Furthermore,
the company also conduct the marketing mix in which the company analyse the product, price,
place, promotion, people, physical evidence and process that will help in measuring them and
also help in taking the corrective action with the consideration of achieving higher profitability.

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