BYD_Report_Compiled_-_Version_1.3

BYD_Report_Compiled_-_Version_1.3 - BYD Build Yo Entry into...

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Unformatted text preview: BYD - Build Yo Entry into the United States Market 2010 By: BINAY Jean Kerim (2009961582), NGUYEN Nancy (2009961489), NG Ming Chung David (20070 2 T A B L E O F C O N T E N T 3 E X E C U T I V E S U M M A R Y 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 at US which is the highest standard automobile market, and then we promote our battery cars at the domestic market and differentiate BYD at PRC. BYD should target at the medium to high end automobile market and for those drivers who use the cars within the city for most of the time. In other words, the car should be designed for living in a high quality city life, and its driving distance should be less than 100km. Furthermore, there should be a few high quality and selected models for entering this market segment, and their positioning should be competing directly with Toyota’s Lexus and BMW 5-Series , but with environmental friendly vision added on performance. 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. 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. 4 I . C O M P A N Y B A C K G R O U N D 5 I I . D E S C R I P T I O N O F I N V E S T M E N T P R O J E C T What to Sell BYD is principally engaged in two core businesses, namely IT part business which includes rechargeable battery as well as handset components and assembly service, and automobile business. Leveraging on its international quality and superior value for money products, the Group’s F3 series model became one of the best selling national brand automobiles in China and thus it is this product that BYD will bring onto the international field. Where to Go BYD steps in the international market in the purpose of increasing its presence in the new energy automobile industry. Increasing its presence can be achieved through increasing the brand equity or increasing the market share or ideally both. However, there are two factors which limit BYD’s capability in achieving both at the same time. First, the brand image of BYD is comparatively capability in achieving both at the same time....
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BYD_Report_Compiled_-_Version_1.3 - BYD Build Yo Entry into...

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