Southampton Malaysia Business School, University of Southampton, Johor Bahru, 79100, Malaysia
This article delves into BYD's entry into Malaysia's electric vehicle (EV) market, utilizing the SOSTAC framework. It analyzes the external market situation and proposes digital marketing objectives aligned with the expansion strategy. The suggested digital marketing strategies focus on enhancing brand awareness, promoting products and services, and driving EV adoption in Malaysia. The article recommends five actionable tactics with monitoring metrics to improve BYD's digital communication strategy in Malaysia. As the world shifts towards renewable energy, the automotive industry undergoes a transformative phase, making insights into game-changing market strategies crucial. To address this, the report explores how BYD can deploy effective brand and marketing strategies to succeed in the new market, leveraging local insights for effective tactics.
digital marketing strategy, electric vehicle, Malaysia market, SOSTAC framework, 5S goals
Kan Zhou. BYD Digital Marketing Strategy in Malaysia. Academic Journal of Business & Management (2023) Vol. 5, Issue 18: 38-45. https://doi.org/10.25236/AJBM.2023.051807.
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