Read the insert to complete four project tasks.
A BYD Seal EV was displayed during the Geneva Motor Show on February 26, 2024, in Switzerland. BYD is underscoring its European ambitions at the Geneva car show this week by showing off models including a 1,200-horsepower luxury sport utility vehicle that can float on water. As an experienced international strategist, you have been sought to advise on growing sales in Europe and America.
Question 1 (25 Marks)
Depict why the BYD Seal EV is a prime example of radical innovation in the automotive industry by highlighting the unique design elements that sets it apart from other electric vehicle (EV) models. Support your analysis with relevant marketing theories on product innovation.

Question 2 (25 Marks)
Propose strategies for managing the impact of consumer perceptions influenced by country-of-origin effects on the market positioning of the BYD Seal EV. Compare consumer perceptions of Chinese automotive brands to those of European manufacturers, in terms of innovation, quality, and price. Recommend ways for BYD to build consumer trust and brand equity in Europe and South Africa.

Question 3 (25 Marks)
Recommend various marketing strategies that BYD should implement for a successful launch of the Seal EV in South Africa. Focus on factors such as market segmentation, positioning, distribution channels, after sales service, and the advantages of being the first mover.

Question 4 (25 Marks)
Considering BYD’s European ambitions, as showcased during the Geneva Motor Show 2024 with the introduction of models like the BYD Seal EV and a luxury sport utility vehicle, discuss the significance of market entry pricing strategy for BYD as it expands into the European electric vehicle (EV) market. Recommend a suitable market entry pricing strategy for BYD, taking into account the unique features of its models, including the 1,200-horsepower luxury SUV. Justify your recommendation.

Answers to Above Questions on Marketing Management

Expert Answer 1: Businesses can stay ahead in the 21st century by performing radical innovation to their products and services they offer to their customers. Innovation is defined as the ability of a company to produce new products and services by offering something new in it. Radical innovation on the other hand implies a significant improvement that is completely different from the existing product available in the market. In the given case scenario, the BYD Seal EV showcased at the 2024 Geneva Motors show is one such example of radical innovation whereby significant disruption is performed in the existing technology to offer innovative products to the customers.
The company offered unique design elements that set it apart from other electric vehicle models. Its unique design elements included an integrated blade battery, eight in one power train, and optimised aerodynamics in comparison to all the EVs available in the market. It also included intelligent cockpit and AI systems and aesthetic performance fusion that allowed it to accelerate 100 km per hour in just 3.8 seconds.
To understand the application of relevant marketing theories on the given product innovation, connect with our marketing assignment help expert in South Africa.

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