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BYD Report Compiled (22-04-10)

BYD Report Compiled (22-04-10) - Ent r y int o t he Unit ed...

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BYD - Build Yo
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Entry into the United States Market 2010 By: BINAY Jean Kerim (2009961582), NGUYEN Nancy (2009961489), NG Ming Chung David (200 2
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E XECUTIVE S UMMARY Building brand equity is the most important critical successful factor for going into the US new energy automobile market, we aim to develop the brand image of BYD in US and use this as a platform for the promotion and differentiation of our battery cars in the domestic PRC market. BYD main target is the medium to high end automobile market. We are convinced that on one side, this income group can afford and should be voluntary to support new energy vehicle, on the other, promoting luxury automobile in this segment can help BYD in developing its brand image. Our strategy is for a few selected high quality models to enter this market segment in which their positioning should be competing directly with Toyota’s Lexus and BMW 5-Series , but with environmental friendly vision added on performance. There is three year short term plan for BYD in entering this market segment. BYD aims to raise the awareness and recognition on its brand and to deliver the automobiles through a few selected distribution venues only. There are three major platforms BYD should play a role which are promotion through traditional channel, corporation with well known enterprises, and leadership on social networks. In long term, on one hand BYD should develop its research and development center at the US. BYD should acquire good automobile design companies at Euro and the US, and perfect its automobiles design. On the other, BYD should develop its supply chain network in the US in order to optimize its distribution channels. The knowledge gained in the US should be transferred back to domestic market at PRC and therefore improve the car quality of BYD. T ABLE OF C ONTENT I. C OMPANY B ACKGROUND BYD was established in 1995 and is a Hong Kong high-tech automobile manufacturer based in Shenzhen, China. The company has a total of nine production bases including those found in 3
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Guangdong, Beijing, Shanghai, and Shanxi. BYD has established branches and offices across the globe including countries such as America, Japan, Europe, India, Taiwan, Hong Kong, South Korea, and others. With the number of its employees exceeding 130,000, BYD has seen success after going public on the Stock Exchange of Hong Kong Limited. By the year of 2008, BYD’s total assets reached 32.9 million RMB with its net assets reaching over 13.3 billion RMB. BYD’s two main industrial businesses include the IT industry and the auto industry. As the leading rechargeable battery manufacturer, BYD obtains the top global market share of Nickel- batteries. BYD entered the automobile business in 2003 after purchasing the Tsinchuan Automobile Company Limited. BYD’s products mainly include fuel vehicles, as well as auto molding, auto parts manufacturing, DM electric cars and all-electric cars.
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