Strategic Marketing Evaluation for BYD Energy

Learning Outcomes

The following learning outcomes will be tested in this assessment:

1 Critical understanding of advanced marketing strategy and its significance in variety of contexts (global and local)

2 Assessment of the drivers affecting choice and implementation of marketing strategy

3 Evaluation and application of appropriate theories and models underpinning the strategic marketing process in an organisation

4 Evaluation of strategic options and planning of effective strategic marketing programmes for survival and sustenance of different organisations (public sector and private sector)

BYD (Build Your Dreams) Energy is a high-tech company devoted to technological innovation for a better life. They aim at building efficient, safe and stable storage solutions for renewable energy. From energy generation and storage to its application, BYD energy is dedicated to providing zero- emission energy solutions. Their energy slogan is ‘New Energy Give us new future’. Their products include, battery-box low and high voltage for residential and commercial purposes, large scale battery projects in many countries.

Analysis of strategic marketing context and critical evaluation of challenges to successful Strategic Marketing

By building on your understanding of strategic marketing theory and undertaking secondary research into the company, market and sector, you are required to analyse BYD’s Energy’s marketing strategy, evaluate its success and examine its strategic marketing options, planning & challenges in the future. To underpin your analysis of the company’s strategic marketing you must PPLY selected elements of theory covered in this module - note you must determine which are critically important to the company’s success and focus on these.

Apply appropriate strategic marketing theory and models to examine the sector, the market and the company using suitable academic articles and texts.

Apply appropriate strategic marketing theory and models to evaluate the challenges facing the company in the future using suitable academic articles and texts.

Undertake suitable secondary research into the sector and market using appropriate secondary sources (non-academic)

Refer to theory and practice in order to support your strategic marketing assessment

Submit as a written report; Word count is 4,000 words (+/- 10%)

Further details will be provided in class and on Canvas Assessment Section

The first part of this report (60%) consists of a Situational Analysis focusing on in-depth examination of company, competition, customer, collaboration and context.

Examining the company’s mission/vision, Directional and Growth strategies, competences and competitive advantages by applying the Resource Based View (All 4 areas, with a focus on intangible/ marketing assets)

key competitors to provide competitor profiling, strategies, competences and competitive positioning

Critical Strategic Collaboration & Contextual factors/issues from the market context (issues not covered above) - identify and evaluate 2-3 of the most salient factors (e.g. key market structure, trends, etc).

Very important - Tables and Appendices MUST be used effectively to demonstrate your evidence and evaluation.

Note - Value is core concept to emphasise throughout the whole report Consideration of the challenges facing BYD Energy in future This must be integrated into the examination of the above It is suggested that this section is 1,500 words approximately

Refer to suitable theoretical concepts, models and terms to underpin your discussion Refer to appropriate academic articles and texts relating to strategic marketing and your chosen topics Use tables and appendices to demonstrate your application of the key academic themes/theory to the (secondary) case evidence to support your evaluations Please note that the Marketing Mix is not suitable at this level or relevant to this work

The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.

The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the majority of the category as cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.

There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are satisfied. At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.