International Market Expansion Strategy of Byd Auto Co. in the Asian Region

International Market Expansion Strategy of Byd Auto Co. in the Asian region
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Table of Contents

Section A

Introduction. 3

Global Region Selected for Market Analysis. 3

A ‘Rough Market Screening. 4

A Market Ranking Process. 7

    Level of Attractiveness. 7

    Ability to Compete. 7

A ‘Fine Market Screening’ 9

    Market Segmentation. 9

Analysis of the Competitive Environment 10

Section B

Introduction. 11

SMART International Marketing Objectives. 11

    Specific. 11

    Measurable. 11

    Achievable. 11

    Relevant 11

    Time-bound. 12

Market Entry Modes. 12

    Joint Venture as Market Entry Mode. 12

Branding Decision. 15

    Sustainability and Green Image. 16

    Innovation and Technology. 16

    Safety and Reliability. 16

    Corporate Social Responsibility. 16

    Customer Experience. 16

Brand Positioning. 17

Marketing Mix Decisions. 17

    Product 17

    Price. 17

    Place. 18

    Promotion. 18

    People. 18

    Process. 18

    Physical Evidence. 18

Target Customer Segment 19

Recommendations. 20

International Market Expansion Strategy of Byd Auto Co. in the Asian region
Section A
Introduction
This section includes an analysis of the Asian market selected as the global region as part of the international market expansion strategy of the Chinese multinational automotive subsidiary, Byd Auto Co. The market analysis identifies and assesses potential markets and their suitability to enter and expand in the automobile industry. The market size, accessibility, and profitability of three major Asian markets have been evaluated, ranking them according to suitability. The comparative analysis of three countries from Asian regions shows the most suitable country for expansion. A fine market screening is then conducted for the selected country to identify the different segments of the market, the consumer behavior of the selected segment, and the analysis of the competition within the respective industry. This section mainly focuses on choosing the best market for Byd Auto Co. to enter as part of its expansion strategy based on the comparative analysis of different frameworks and cultural feasibility. This leads to devising an international market strategy in section B of the report.
Global Region Selected for Market Analysis
Asian region offers international businesses one of the most attractive and competitive markets. Asia is considered one of the largest markets for the automotive industry du...