Abbas janiReg#016

INTRODUCTION

Shell is a global group of energy and petrochemicals companies.

Shell is basically an oil company. Its products include oils, fuels, and card services as well as exploration, production, and refining of petroleum products.

Cont…. The Shell brand is one of the most

familiar commercial symbols in the world. Royal Dutch Shell is the world's largest private sector oil company by revenue.

History In 1833 Marcus Samuel a shopkeeper

opened a small shop in London, selling seashells .It soon became a thriving import-export business which is now the shell oil company.

Conti………….. In 1907 Royal Dutch Petroleum Company

merged with Shell Transport and Trading Company. Though the two companies originated from different positions – Royal Dutch as an upstream producer and refiner, and Shell Transport a midstream transporter and wholesaler of oil – because both companies were focused on Asian markets, they were able to combine their marketing operations in Asia to form a joint venture called Asiatic Petroleum

Mission Our aim is to meet the energy needs

of society, in ways that are economically, socially and environmentally viable, now and in the future.”

vision Our vision is to reinforce our

position as a leader in the oil and gas industry in order to provide a competitive shareholder return while helping to meet global energy demand in a responsible way”.

Recruitment Shell match each individual to a

particular role based on their personal skills and potential. Then we provide a unique, ongoing training program me to help develop graduates into future leaders.

Shell compititors shell Pakistan’s competitors are like; 1. PSO 2. TOTAL 3. ATTOCK 4. CALTEX 5. ADMORE

Current Marketing Strategy

The current strategy of shell is concentrate on its business and selected market areas. By using this strategy company expands its business by upgrading petrol pumps in the country.

Especially they are concentrating in the following three areas:

Customer Services Brand Image Quality and quantity

Customer Services:

Shell Pakistan Ltd is working for customer satisfaction because customers play a very vital role in the prosperity or failure of a particular company.

That is the reason that shell is operating with the basic aim to satisfy its customers and provide better and better service to its customer. In brief it can be said that shell gives a strong emphasis on customer services.

Brand Image:

The Second strategy of shell is creating a strong Brand image of the company in the customer mind. In Visual terms, the installation of Shell’s Retail Visual Identity (RVI) makes a striking and immediate difference between shell’s gasoline stations and those of its competitors

Motivation Shell uses different motivational theories

which may include Alderfer’s ERG Theory, McClelland’s Theory of Needs, Equity Theory, Expectancy Theory.

These are the following motivational factors that these departments practice continuously to motivate employees.

Employee Appraisal Intrinsic Awards

Employee Involvement Benefits programmed Training provision Sports and social activities Listening to our employee

The SWOT Analysis

SWOT stands for Strengths, Weaknesses, and Opportunities &Threats.

In which, Strengths and weaknesses are related with internal environment of the organization and opportunities and threats are related with external environment of the organization.

Strength

Managers use participative approach. Their employees are highly motivated. They hire local employees. Shell provides in time deliver to their

petrol pumps.

Weaknesses:

They are not offering any package to their regular customers.

They are not offering any bonus package scheme.

They have no proper shades and sitting arrangement at the filling stations.

Opportunities:

Shell is an international company so it should introduce packages.

Company has an opportunity to give special packages to its employees.

Company has opportunity to install more petrol pumps in rural areas of Pakistan.

Threats:

Threats are actually competitors. PSO and CALTEX improvement. Installation of stations by TOTAL. The smuggling of petrol in Baluchistan

from Iran. Entry of new companies in the refinery

sector.

BCG Matrix Shell in BCG Matrix We put Shell in Stars in the BCG Matrix

because shell has a good market share and it has the opportunities to grow more.

 

Conclusion Shell is a global group of energy and

petrochemicals companies. Its products include oils, fuels, and card

services as well as exploration, production, and refining of petroleum products .

As like other organizations Shell has its own Mission, Vision, ways of carrying out the all the marketing functions.