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Essay Available:
Pages:
18 pages/β‰ˆ4950 words
Sources:
15 Sources
Style:
APA
Subject:
Business & Marketing
Type:
Coursework
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 93.31
Topic:

Marketing Strategy of BYD Auto Co., Ltd

Coursework Instructions:

Section A (1500 words / Use Tables, Figures, Diagrams)


a. A short introduction to Section A: What is this marketing strategy selection process about?


b. Briefly introduce the global region that is selected for this market analysis. (TABLE!)


c. A ‘rough market screening’ in which you apply the appropriate concepts to help you to systematically carry out the market screening of identified countries using all necessary secondary sources, INCLUDING APM tables


d. A ‘market ranking process’ that helps you rank the identified countries. Before ranking, you are required to outline and justify your choice of criteria which are used for this process. The outcome of this process will lead to one most suitable target country/market for your client, INCLUDE the Ranking Process Table e. A ‘fine market screening’ of the target country/market, including your approach to market segmentation, your recommended market segment(s), analysis of consumer behaviour of the market segment(s), and analysis of the competitive environment. Use a FIGURE or TABLE to demonstrate and define the TARGET SEGMENTS and explain WHY they are targeted? Use Hofstede Index, MOSAIC, VALS for segmentation, OPTIONAL: AI segmentation.


Section B (2000 words/Use Tables, Figures, Diagrams)


a. A short introduction to Section B: What are your marketing strategy objectives/goals?


b. Outline the SMART international marketing objectives for the selected country/market linked to your market analysis and findings, use SWOT!


c. In line with your objectives, identify and briefly evaluate two options for market entry modes. Then, recommend the most appropriate entry mode.


d. Discuss the branding decision for your company/product/brand in a cross-cultural setting and the positioning in this new market, including distribution strategy (Table/Figure)


e. Present, discuss and justify the marketing mix (4Ps/Marketing Channels/AI) decisions which would be effective and efficient in reaching your target customer segment(s) and achieving competitive advantage, SOSTAC!


Lastly, remember to include 1-3 main marketing theories, references and 3-5 Actionable Recommendations and CONCLUSIONS!

Coursework Sample Content Preview:

International Marketing Report
Author’s Name
The Institutional Affiliation
Course Number and Name
Instructor Name
Assignment Due Date


Table of Contents


Section 1. 4


a)    Introduction. 4


b)   Brief Introduction of Global Region for BYD.. 4


c)    Rough Market Screening. 6


d)   Market Ranking Process. 7


e)    Fine Market Screening. 8


Hofstede’s Cultural Analysis. 8


Market Selection. 9


Approach to Market Segmentation. 9


Target Market Segmentation. 10


Competitive Analysis. 12


Section B.. 14


a)    Introduction. 14


b)   SWOT Analysis and International Marketing Objectives. 14


c)    International Entry Mode. 16


Joint Ventures. 16


Wholly Owned Subsidiaries. 16


d)   Target Market and Positioning in New Market 17


Positioning and Distribution. 17


e)    Marketing Mix and Competitive Advantage. 18


Product Mix. 18


Pricing Mix. 19


Placing Mix. 19


Promotional Mix. 20


SOSTAC Framework and Competitive Advantage. 21


f)    Recommendations and Conclusion. 22


References. 24


 


Section 1
* Introduction
A forerunner in the electric car market, BYD Auto Co., Ltd. is a wholly-owned subsidiary of the IT behemoth BYD. BYD, founded in February 1995, has grown dramatically to over 30 industrial parks on six continents. The company prioritizes environmental sustainability and life quality through technology innovation (BYD, 2023). The market selection procedure for BYD Auto’s international growth is strategically summarised in Section A based on the theoretical framework, including PESTEL analysis, VALS framework, and segmentation. Besides, it comprises evaluating and rating nations according to a predetermined set of criteria, screening potential markets systematically, and conducting a thorough analysis to determine which market is best for entry.
* Brief Introduction of Global Region for BYD
India, Thailand, and Indonesia are three developing Asian EV markets with robust government backing, different levels of maturity, and underdeveloped infrastructure (Dioha et al., 2022). The five factors identified by the PESTLE study of the EV business in Southeast Asia are government backing, changing rules, financial incentives, and a population lea...

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