SHELL: MARKETING PLAN

Shell: Marketing Plan

Executive Summary

Recent economic crisis has affected the economies of developed the whole world and multinational companies adversely. It is therefore interesting to evaluate the marketing strategy of these companies. In this connection, this study has examined the marketing strategies of Shell, one of the leading companies of oil and gas sector. In order to properly evaluate the marketing strategy of the company, this study has carried out SWOT analysis while examining the market situation through Porter's five forces model. After carrying out the necessary analysis, the market position of the company is clear which also highlights several weaknesses in marketing strategies of the company. Finally, using the marketing mix approach the paper has made recommendation for the company to alter its marketing strategies in accordance with the changing market situation.

Shell: Marketing Plan

 Introduction

The progressive integration of the world economy and the associated increase in the complexity of the task accomplishment pose significant challenges to the management of modern enterprises. The key drivers of this process are political-administrative (successive liberalization, deregulation and privatization) and specialized divisions (improved transport, information and communication technologies). Steadily rising international commodity, financial and investment support in this global economic development and accelerate at the same time increases the international competition in the market. This increases the importance of strategic marketing for the company, because without a well defined and effective marketing plan a company will not survive in the present day competitive environment. This study will determine that what marketing factors should Shell corporation follow in the case of entering a developing country like Nigeria.

Shell: Company Overview

Shell saw its sales in 2009 fall to about $ 278 billion. This is a decrease of about $ 180 billion compared to 2008 when turnover is $ 458 billion. This all has to do with the current economic crisis. Due to the deteriorating financial situation in the world, people use less fuel. This achieves Shell to lower sales and hence lower profits. The profit amounted to $ 2,009 12.7 billion compared to $ 26.4 billion in 2008. To increase profits somewhat, Shell's plans in 2010, $ 1 billion in cost savings The Company will also withdraw from 15% of its global refining capacity (Patricia, Pride and Miller 2006, pp. 155).

Before any type of analysis on the company and its marketing strategy to be released, it is interesting to look at the company itself. How are the company formed and how the products are made? This information can be very important to the company the right way to analyze (Judith 2003, pp. 48-74). Therefore, in this chapter follows a first section on the history of Shell. It looks at the entire history, from the moment of creation until this time. The next section explains the production of motor fuels. To decide whether any savings can be, there must first examine how the production is done. 

Analysis of Shell Company

Now known how the company was created, which include the products and how the current marketing of Shell looks, it is interesting to analyze the business ...