COMPREENDENDO AS ESTRATÉGIAS DE MARKETING DA BYD: Uma aplicação SWOT

Abstract

This study addresses marketing strategies used by BYD in the Brazilian mobility market. This market is in a context of growing global concern about sustainability and the urgent need for mobility alternatives that reduce pollutant emissions, especially in the automotive sector. Thus, the objective of this research is toidentify some of BYD's marketing strategies in the Brazilian sustainable mobility and technology market, using SWOT analysis as a tool to identify its strengths, weaknesses, opportunities, and threats, with the aim of proposing targeted marketing strategies to strengthen its competitiveness in this growing market. The research adopted a qualitative, descriptive, exploratory, and documentary methodological approach, based on secondary data obtained from public and bibliographic sources. The results indicate that BYD has strengths such as its ability to invest in marketing and the offer of extended warranties, but faces challenges such as dependence on imports and public distrust regarding the quality of its vehicles. Opportunities identified include tax incentives and partnerships with mobility companies, while the main threats include price competition and economic instability. The findings highlight the importance of BYD continuing to improve its marketing strategies, adapting to the particularities of the Brazilian market to better exploit opportunities and mitigate threats, consolidating its position in the electric vehicle sector.