NYD: criando um oceano azul para BYD em Natal/RN

Abstract

In the mid-1760s there was a phenomenon that emerged to definitively change the economic, social, environmental and geopolitical dynamics of the world. This phenomenon was called the First Industrial Revolution, which initially occurred in England, and its main characteristic was the change from production carried out through manufacturing to machine-making. Over the years and technological development, we had new phases of this revolution until we reached the Fourth Industrial Revolution, characterized by the mix of cutting-edge production techniques with intelligent systems that integrate with organizations and people, thus guiding our way of producing. nowadays. However, after humanity managed to produce on a large scale and extremely quickly, new questions arose regarding the environmental impacts that this high production could cause to the planet and how we should behave to prevent irreversible destruction of the environment. As a result, new companies began to emerge with the proposal of market development and large-scale production, but with measures and projects that reduce environmental impacts. An example of this are the new car companies that emerged with the proposal to sell cars electricity, thus reducing emissions of polluting gases to the planet. Given this context, we will bring in this work the study of a large company, which is fully immersed in industry 4.0 and concerned with environmental issues, BYD. After analyzing your mission, vision, values, main strengths and weaknesses, threats and opportunities, target market and current competitors, a marketing plan will be proposed with the aim of creating a “blue ocean” for the company. BYD in the Natal car market, that is, developing a strategic plan responsible for turning this company into the future NYD, the largest seller of electric cars in Natal both in terms of number of vehicles and financial volume.