| Under the global consensus to help achieve the goal of carbon dioxide emission and carbon neutrality,countries actively carry out energy transformation and upgrading.Promoting the transformation of traditional automobile industry to new energy automobile industry is also an important part of energy transformation.Tesla,a new energy vehicle manufacturer,ranked first in global sales for two consecutive years in 2020 and 2021,while BYD,a Chinese new energy vehicle brand,ranked first in global sales in 2022.The success of the two companies in the international market is inseparable from their respective global strategic planning.Therefore,BYD,China’s leading automobile enterprise,and Tesla,the international best-selling new energy automobile brand were selected as the case study object.Through comparative analysis of SWOT,the international market layout of BYD and Tesla,as well as comparative analysis from the perspective of5 P strategy,the paper explored the similarities and differences of BYD and Tesla’s global strategic planning and their existing problems,and put forward suggestions.At the same time summarizes the enlightenment to the international development of China’s new energy vehicle enterprises.First of all,in the theoretical basis and literature review part,it discusses the theories related to internationalization and the business model of internationalization of enterprises.At the same time,it summarizes the relevant literature about the factors and effects of internationalization of enterprises,which lays a theoretical foundation for the comparative analysis of overseas market layout and 5P strategy of BYD and Tesla in the following part.Secondly,this paper sorts out the development process of BYD and Tesla,compares the financial situation of BYD and Tesla from four financial indicators,and then compares and analyzes the strengths,weaknesses,opportunities and threats of BYD and Tesla in international business by SWOT analysis.This will pave the way for the subsequent comparative analysis of BYD’s and Tesla’s overseas market layout and strategic 5P comparative analysis.The comparative analysis of BYD and Tesla’s overseas market layout is mainly divided into three parts: product matrix,target market and entry mode.Through the analysis,it is found that in terms of product matrix,BYD enters the overseas new energy passenger vehicle market and new energy commercial vehicle market,mainly commercial vehicles,and constantly develops the passenger car market.Tesla has mainly entered the new-energy passenger car market.In terms of target markets,BYD chooses North America,South America,Asia,Europe and Oceania as its target markets,involving developed and developing countries,while Tesla chooses Asia,Europe and North America as its target markets,mainly developed countries.In terms of entry mode,both BYD and Tesla choose the mode of overseas investment and establishment of factories,BYD chooses the mode of OEM,joint venture,direct export and strategic alliance,while Tesla mainly adopts the franchise mode.Later,through the comparison of strategy 5P,it is found that Tesla and BYD have excellent characteristics in all dimensions: highly innovative business model,highly forward-looking strategies and diversified development strategies.The final recommendation is that BYD should enhance its international brand awareness to further enhance its international competitiveness,while Tesla should improve product quality and safety assurance,product public relations and after-sales service.The inspiration to China’s new energy vehicle enterprises is: in terms of competitive advantage,we should establish core competitiveness in order to establish a foothold in the international market;In terms of international market layout,differentiated product matrix should be launched according to overseas market demand,and the most potential market should be selected based on cost-benefit balance assessment.For Chinese new energy vehicle enterprises whose international business is not mature,direct export mode should be chosen as a relatively safe model.In addition,Chinese new energy vehicle enterprises should pay attention to improving the soft power of enterprises,avoid being greedy and seeking fast,so as to better achieve international market operation. |
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