International Marketing Report for BYD Auto Co., Ltd.

Every report should have a Product Life Cycle strategy represented by a curve

Dear Students, pls remember that the product life cycle in your report is a plan for first 3-5 years

Which product models are you going to introduce to your new market? In which order?

You maximize sales when you have a product in each PLC phase.

Overview of Assessment 

The assessment is an individual coursework task. 

The Context

The Covid-19 pandemic has brought to the world some of the most disastrous impact on the global economy as well as the loss in lives in modern history. Since March 2020, many countries have accumulated financial deficits which are the highest they have been since World War II and the global economy has plunged into the worst recession since the Great Depression.
During the Covid-19 pandemic, previously successful service sectors such as leisure, tourism, airlines, hotels and cruise holidays have been hit very hard due to the repeated lockdowns imposed by national governments in order to control the spread of the virus. Despite this, the demand for many products grew. For example, as many people began working from home, sales of computer hardware, cameras, laptops and video conferencing software soared. The fast-moving consumer goods (FMCG) industry has actually kept growing during this period because most FMCG products are considered as necessities by consumers. 
The comprehensive global rollout of the Covid vaccines is widely perceived as the panacea to combating the spread of the virus and the recovery of the global economy. As more consumers around the world have access to Covid vaccines, it is projected that most countries in the world will return to growth by the end of 2022. Proactive organisations are now engaged in forward planning to benefit from the post-Covid growth of global markets. 
You work for a Chinese medium-sized consultancy company which specialises in international marketing research and strategy development. Against the background on the global recovery from the pandemic, your company has just been awarded a contract by a new client (see Choice of Organisation below) to undertake an international marketing project. As well as being financially rewarding, the successful execution of the work as contracted by this new client would enhance your company’s reputation internationally as a credible consultancy company.  
You have been tasked by your company to be the lead consultant. Your remit is to help your client to first carry out a market analysis to identify a new international market with good potential and produce a medium-term international marketing strategy based on the findings of your analysis, for entry into this new international market from 2023. 
Choice of OrganisationYou will base your coursework on one of the two organisations listed below.

Li Ning

 Li Ning Co., Ltd. was founded by Ning Li in 1989 in Beijing, China. It focuses on the research and development, design, manufacture, distribution, and retail of sport goods including footwear, apparel, equipment, and accessories for professional and leisure purposes. Despite the company’s efforts to enter overseas markets through high-profile endorsement deals with NBA stars, its brand awareness and distribution coverage in foreign markets remains weak. However, the increasing popularity of sportswear and streetwear around the world offers Li Ning unprecedented opportunities to expand abroad.
Li Ning are looking to expand their international markets in one of the following global regions:
a. South America – examples of countries include Argentina, Brazil, Chile, Columbia and Mexico.b. Africa - examples of countries include Algeria, Cameroon, Ethiopia, Gambia, Ghana, Kenya, Nigeria, Zambia and South Africa.

OR

BYD Auto

BYD Auto Co., Ltd. ("Build Your Dreams") is the automotive subsidiary of the Chinese multinational BYD Co Ltd, headquartered in Xi'an, Shaanxi Province. It was founded in January 2003, following BYD Company's acquisition of Qinchuan Automobile Company in 2002. The company produces cars, buses, trucks, electric bicycles, forklifts and rechargeable batteries. The current model range of automobiles includes electric vehicles, plug-in hybrid vehicles and petrol engine vehicles. According to official sources, in July 2021, BYD has handed over the first units of its all-electric SUV model Tang to customers in Norway.Having already established subsidiaries in both Europe and US, the Chinese brand has ambitious plans to enter more international markets in the near future. 
Bullion is looking to expand its operations internationally and are considering the following regions:a. Emerging EV markets in Asia– examples of countries India, Malaysia, Indonesia, Thailand, Vietnam, Singapore etc. b. Penetrate into European market- Northern Europe – examples of countries include Sweden, Denmark, Finland, Norway, Estonia, Latvia, and Lithuania.

Module title: Marketing in Global Contex

Assessment title: International Marketing Report

Individual/group: Individual

Format: Written ReportWord count: 3,500 words (+/- 10%) Weighting: 100%Task brief
Select a client from the two choices given above. Then, select one of the two global regions in which your client would like to expand its international markets. You have been tasked to conduct an international market analysis into the selected global region through which you will identify and recommend to your client the most suitable country/market. Following your market analysis, you are required to produce an international marketing strategy for making a successful market entry into this country/market.  Your task submission should be produced in an academic report format and include the following:Section A (1500 words)a. A short introduction to Section A.b. Briefly introduce the global region that is selected for this market analysis. 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. 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. 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.
Section B (2000 words)a. A short introduction to Section B. b. Outline the SMART international marketing objectives for the selected country/market linked to your market analysis and findings. 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. e. Present, discuss and justify the marketing mix decisions which would be effective and efficient in reaching your target customer segment(s) and achieving competitive advantage.