Brand & Product/Service Strategy for the entrance of BYD Auto to Europe

Master thesis (2017)

Authors

Contributors

R. Van Heur (mentor)
S. Silvester (mentor)
Department
Strategic Product Design (IDE) (TU Delft)
Copyright: Campus only
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Published Date

12-04-2017

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Faculty

Industrial Design Engineering

Department

Strategic Product Design

Abstract

The Chinese company BYD is the leading manufacturer of electrified cars in the world. However, without presence in Europe. BYD is a new brand in Europe without brand awareness. Before BYD can go to the European market, a strategy proposal is needed. That is where this graduation project comes to play. By analysing the internal and external environment substantiated with research, a strategy proposal is designed.

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