THE BMZ ACADEMY
THE BMZ ACADEMY
@0 6 8 0 5 3 8 2 1 3
BMZ ACADEMY 068 053 8213
, THE BMZ ACADEMY
MANCOSA: BBA (HONS) Assessment
A class-based discussion with model answers to PAST EXAMINATIONS AND
Assignment
Model Solutions provided in this document are not intended for cheating, rather
to provide a starting point.
All solutions were presented based on class discussion.
Further breakdown are given for each question to give students a
comprehensive starting point and keep on referencing to the relevant areas.
BMZ ACADEMY 068 053 8213
, THE BMZ ACADEMY
APPENDIX A: ASSESSMENT COVER SHEET
ASSESSMENT COVER SHEET
Surname
First Name/s
Student Number
MARKETING MANAGEMENT
Subject
Assessment Number
Tutor’s Name
May 2025
Date Submitted
Submission () First Submission Resubmission
Postal Address
Gauteng
E-Mail
0680538213 (Work)
0612621185 (Home)
Contact Numbers
0743895097 (Cell)
Course/Intake BBA Jan 25
Declaration: I hereby declare that the assignment submitted is an original piece of work produced by myself.
Signature: Date: /05/2025
3|Page
, THE BMZ ACADEMY
Question 1 (25 Marks)
Depict why the BYD Seal EV is a prime example of radical innovation in the automotive
industry by highlighting the unique design elements that sets it apart from other electric
vehicle (EV) models. Support your analysis with relevant marketing
The EV segment has grown at a rapid clip, with businesses vying infinitely for buyers on
the basis of newer design, newer technology, and sustainability. Amidst such a burst of
innovation, the BYD Seal EV is a groundbreaking innovation that signifies a paradigm
shift in the motor vehicle industry. Unlike incremental innovations, which are a matter of
gradual improvements, radical innovations redefine markets and users' experiences
themselves. The BYD Seal EV, launched in Geneva Motor Show February 2024, is just
such a revolution through its unique appearance, advanced technological capability, and
measured entry into Europe. While the floating luxury SUV launching along with it serves
to demonstrate BYD's overall innovation plan, the Seal EV itself demonstrates
revolutionary innovation in design, capability, and marketing approach. This essay
critically analyzes the innovation characteristics of Seal EV based on marketing theories
such as product differentiation, new product categories, and innovation adoption. It
analyzes these theoretical viewpoints and juxtaposes them with BYD's strategic
performance to identify how the Seal EV is a revolutionary transformation in electric
vehicle thinking, production, and consumption.
Understanding Radical Innovation
Radical innovation refers to the creation of products or services never before produced
with performance attributes or capabilities so new that they transform industries (Kotler &
Armstrong, 2018). Whereas incremental innovation builds on existing technologies,
radical innovation opens up radically different technologies and often creates entirely new
markets. Here, the BYD Seal EV is a pioneering incursion into the EV segment, not simply
through increased efficiency or cost, but through radical design and performance levels.
Radical innovations tend to be riskier and more volatile due to their novelty and market
education needs, but they also carry higher reward potential and brand repositioning
4|Page
THE BMZ ACADEMY
@0 6 8 0 5 3 8 2 1 3
BMZ ACADEMY 068 053 8213
, THE BMZ ACADEMY
MANCOSA: BBA (HONS) Assessment
A class-based discussion with model answers to PAST EXAMINATIONS AND
Assignment
Model Solutions provided in this document are not intended for cheating, rather
to provide a starting point.
All solutions were presented based on class discussion.
Further breakdown are given for each question to give students a
comprehensive starting point and keep on referencing to the relevant areas.
BMZ ACADEMY 068 053 8213
, THE BMZ ACADEMY
APPENDIX A: ASSESSMENT COVER SHEET
ASSESSMENT COVER SHEET
Surname
First Name/s
Student Number
MARKETING MANAGEMENT
Subject
Assessment Number
Tutor’s Name
May 2025
Date Submitted
Submission () First Submission Resubmission
Postal Address
Gauteng
0680538213 (Work)
0612621185 (Home)
Contact Numbers
0743895097 (Cell)
Course/Intake BBA Jan 25
Declaration: I hereby declare that the assignment submitted is an original piece of work produced by myself.
Signature: Date: /05/2025
3|Page
, THE BMZ ACADEMY
Question 1 (25 Marks)
Depict why the BYD Seal EV is a prime example of radical innovation in the automotive
industry by highlighting the unique design elements that sets it apart from other electric
vehicle (EV) models. Support your analysis with relevant marketing
The EV segment has grown at a rapid clip, with businesses vying infinitely for buyers on
the basis of newer design, newer technology, and sustainability. Amidst such a burst of
innovation, the BYD Seal EV is a groundbreaking innovation that signifies a paradigm
shift in the motor vehicle industry. Unlike incremental innovations, which are a matter of
gradual improvements, radical innovations redefine markets and users' experiences
themselves. The BYD Seal EV, launched in Geneva Motor Show February 2024, is just
such a revolution through its unique appearance, advanced technological capability, and
measured entry into Europe. While the floating luxury SUV launching along with it serves
to demonstrate BYD's overall innovation plan, the Seal EV itself demonstrates
revolutionary innovation in design, capability, and marketing approach. This essay
critically analyzes the innovation characteristics of Seal EV based on marketing theories
such as product differentiation, new product categories, and innovation adoption. It
analyzes these theoretical viewpoints and juxtaposes them with BYD's strategic
performance to identify how the Seal EV is a revolutionary transformation in electric
vehicle thinking, production, and consumption.
Understanding Radical Innovation
Radical innovation refers to the creation of products or services never before produced
with performance attributes or capabilities so new that they transform industries (Kotler &
Armstrong, 2018). Whereas incremental innovation builds on existing technologies,
radical innovation opens up radically different technologies and often creates entirely new
markets. Here, the BYD Seal EV is a pioneering incursion into the EV segment, not simply
through increased efficiency or cost, but through radical design and performance levels.
Radical innovations tend to be riskier and more volatile due to their novelty and market
education needs, but they also carry higher reward potential and brand repositioning
4|Page
