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Essay Available:
Pages:
13 pages/≈3575 words
Sources:
25 Sources
Style:
APA
Subject:
Business & Marketing
Type:
Coursework
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 67.39
Topic:

Marketing Strategy for BYD Auto’s Expansion

Coursework Instructions:

Please choose the brand BYD to write a report. Please read these WORD and PPT carefully, and apply the content and theory in the report as much as possible, and draw pictures according to the requirements in the document. Thank you.

Marketing in a Global Context – Report Must Have These Concepts!

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:


Marketing
Student Name
Institutional Affiliation
Marketing
SECTION A
Introduction
This international marketing strategy seeks to identify the most suitable EV market in Asia for BYD Auto’s expansion. The recovery from the global pandemic has created a dynamic landscape, which offers BYD Auto an opportunity to make a significant impact in the Asia region. Through a systemic analysis, this report identifies and prioritizes Asian countries based on their potential for BYD Auto’s success.
Rough Market Screening
Country

Accessibility

Profitability

Market Size and Growth Potential

India

Moderate

High

High

Malaysia

Moderate

High

Moderate

Indonesia

Low

Moderate

High

Thailand

Moderate

Moderate

Moderate

Vietnam

Low

Moderate

Moderate

Singapore

High

Low

Low

Aaccessibility
The accessibility for India is high. The country has a vast geography, with growing infrastructural developments. This will ensure a vast network for charging the vehicles. However, accessibility in rural areas may be challenging, especially where there is no electricity, despite the efforts made in rural electrification (Aklin & Urpelainen, 2020). For the Malaysian market, the accessibility is moderate. The cultural similarities with China make it easier to penetrate the market. There is a lack of EV infrastructure in Malaysia, along with a strong dependency on fossil fuels (Veza et al., 2022). However, the government is also supporting the development of infrastructure, which is critical for supporting EVs. However, the competition in the EV market is high, which hinders accessibility. The Indonesian market is challenging to access. The distribution networks are poor. The infrastructure is underdeveloped, making it challenging for EVs to operate effectively (Veza et al., 2022). In Thailand, the cultural affinity to China makes accessibility moderate. The infrastructure is relatively good, which allowed the introduction of EVs. However, regulatory hurdles to EVs might make it challenging to access the market. For Vietnam, market accessibility is low. The country has an underdeveloped infrastructure and a complex regulatory environment, which might make penetration difficult. In Singapore, accessibility is high. Singapore has a well-developed infrastructure. The regulatory environment for EVs is good, due to the government support. However, competition in the EV market is stiff, which might make entry problematic.
Profitability
The Indian market includes people with diverse in...

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