BYD Cars in India: Can They Make a Dent?

This case is suitable for courses in undergraduate, postgraduate business administration, and executive-level programs in brand management, marketing strategy, and marketing management. The case is also suitable for courses on brand equity, segmentation, positioning and repositioning, diversification, and leveraging secondary associations to build equity.

The case analyzes a firm’s multinational entry strategy in an industry still at the launching stage of its life cycle. The case is focused on external analysis techniques of the Indian market and exploring the competencies of BYD and ways of leveraging its capabilities on the Indian subcontinent. After working through the case and assignment questions, students will be able to

• understand the marketing concept of targeting and segmentation;
• use PESTEL (political, economic, sociocultural, technological, environmental, and legal) analysis to understand the EV industry’s external environment;
• understand the entry barriers for BYD in a competitive market;
• use Porter’s five forces framework to formulate an entry strategy for the company; and
• understand the concept of direct and indirect competitors in the context of EVs.