Faculty of Business Environment and Society

Faculty of Business Environment and Society

Answer all parts of the question:

“BYD Co., Ltd is a globally leading-edge provider of green energy technologies that specializes in the IT, automotive and new energy fields. Emerging from battery manufacturing, BYD has grown into the world’s biggest rechargeable battery manufacturer, and taken the largest global market share for cell-phone chargers and keypads. In 2003, BYD branched into auto business, and has kept a robust yearly growth rate successively. Today, BYD is the fastest-growing Chinese auto company and a global pioneer in the field of new energy vehicles including Dual Mode electric models and pure electric models. BYD has also focused on the Research & Development and manufacturing of a wide range of new energy products, including energy storage system, solar energy products and LED lighting.” (BYD, 2015) [http://www.bydeurope.com/company/profile.php]

You are working for BYD Company as Marketing Manager. They are planning their expansion into European car market with their hybrid car e6. Their target country is Germany.

You have been tasked to prepare a business report to include the following:
1.    Analysis of macro and micro environment in European hybrid cars industry with emphasis on German market (you may want to include PESTEL and Porters 5 forces analysis)
2.    Suggest the market entry strategy with justification
3.    Discuss with justification which elements of marketing mix should be adapted or standardised for the new market. Discuss in detail (with justification) how the product should be promoted in the new market

Include a list of References and Bibliography
You must include a range of research in all answers; this may include relevant concepts and theories from text books, journal articles, websites, and market research databases such as Mintel, company or industry sources.  Research should be referenced using CU Harvard Referencing style.

Learning Outcomes Assessed:

1. Critically analyse and apply information on market structure and segmentation, competitors and buyer behaviour within specific international market scenarios.

2. Examine and discuss the globalisation versus localisation issues related to the marketing mix.

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