Shell

A BUSINESS PROJECT

ROYAL DUTCH SHELL PLC

Presented By: Group#1
BBA-1B(Morning)
 GROUP MEMBERS
• Waleed Jabar
• Muhammad Ihsan Noor
• Sardar Usman Kousar
• Mishal Saeed
• Zeeshan Ali

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 TABLE OF
CONTENTS
• Royal Dutch Shell: Introduction & History

• Organizational Structure

• Organizational Departmentalization

• SWOT Analysis

• Marketing Mix

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 INTRODUCTION &
∙ HISTORY
Royal Dutch Shell PLC is a British Dutch Oil and Gas company founded by Marcus and Samuel Samuel in
April 1907 in London.
∙ Shell headquartered in Haagse Hout, The Hague, Netherland.
∙ Now The Chief Executive Officer (CEO) is Dan van Beurden.
∙ It is one of the oil and gas “supermajors” and the third-largest company in the world measured by 2018
revenues and the largest based in Europe.
∙ Shell products include LNG, Lubricants, Natural Gas, Petrochemicals and Petroleum.
∙ It is an international energy company with expertise in the exploration, production, refining and marketing of
oil and natural gas, and the manufacturing and marketing of chemicals.

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 INTRODUCTION &
HISTORY

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 ORGANIZATIONAL STRUCTURE
Board Of Director

Chief Executive Officer (CEO)

Ben Van Beurden

Senior Independent Non-Executive Non-Executive Non-Executive Non-Executive Non-Executive Non-Executive Non-Executive Non-Executive
Director Director Director Director Director Director Director Director Director

Gerard Kleisterlee Gerrit Zalm Neil Carson Ann Godbehere Euleen Goh Catherine J. Hughes Roberto Setubal Sir Nigel Sheinwald Linda G. Stuntz

Chair Deputy Secretary Company Secretary

Charles O. Holliday Anthony Clarke Linda M. Szymanski

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 ORGANIZATIONAL STRUCTURE
CHRO-Ronan Cassidy Chief Executive Officer (CEO)
Legal Director-Donny Ching
(Chief Human Resource Officers) Ben Van Beurden

CFO-Jessica Uhl
(Chief Financial Officers)
HR Functional Talent Excellence
Excellence

David Doe
Control CIO Audit Strategy Planning Finance Commercial Finance Governance Risk
Gretchen Buchmeyer
Assurance

Geerit Gunink Jay Grotts Ken Marnoch Guy Outen Alexander Voortmeijer Dernard Bos
Rogier Rolink
HR Strategy Deputy Secretary

Jorrit Van Der Togt Anthony Clark

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 ORGANIZATIONAL STRUCTURE
Subsidiaries
Chief Executive Officer (CEO))

CHRO CFO GC VP Sales CIO COO

Chief Human Resource Officer Chief Finance Officer General Counsel Vice-President Sales Chief Information Officer Chief Operating Officer

Human Resource Director Controller Director of Sales Director of IT Director of Operation Director of Safety

Senior Human Resource Generalist Accountant Sales Manager IT Coordinator Operation Supervisor Safety Manager

Human Resource Generalist Bookkeeper Line Manager

Admin Assistant Manager

Laborer

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 ORGANIZATIONAL DEPARTMENTALIZATION
Product(Services) Departmentalization:
• LNG
• Natural Gas
• Petrochemicals
• Petroleum
• Solar Power
• Lubricants

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 ORGANIZATIONAL DEPARTMENTALIZATION
Process Departmentalization:
• Exploration and Production

• Manufacturing Gas and Power

• Refining Chemicals

• Trading and Shipping

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 ORGANIZATIONAL DEPARTMENTALIZATION
Geographical Departmentalization: Shell operating more than 52 subsidiaries in 70 countries.
It covers worldwide.
• Africa
• Asia
• Europe
• North America

• Australia

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ORGANIZATIONAL DEPARTMENTALIZATION
Functional Departmentalization:
• Human Resource
• Financial
• Marketing
• Research and Development
• Operation
• Information System

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 SWOT ANALYSIS
SWOT Analysis: SWOT Analysis is a strategic planning technique used by an organization to identify its

internal strengths and weaknesses, as well as its external opportunities and threats.

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 SWOT ANALYSIS
Strengths: As one of the leading organizations in its industry, Royal Dutch Shell PLC has numerous
strengths that enable it to thrive in the market place.

• Strong Distribution Network

• Superb Performance in New Markets

• Development

• High level of Customer Satisfaction

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 SWOT ANALYSIS

Weaknesses: Weakness are the areas where a company can improve using SWOT analysis and build
on its competitive advantage and strategic positioning. 

• Royal Dutch Shell are not highly successful at integrating firms with different work culture.

• There are gaps in the product range sold by the company.

• Days inventory is high compare to the competitors.

• Limited success outside core business.

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 SWOT ANALYSIS
Operations: Operation are the elements in the environment that the business or project could exploit to its
advantage.

• Lower inflation rate

• New environmental policies

• Organization’s core competencies can be a success in similar other products field.

• The market development will lead to dilution of competitor’s advantage and enable Royal Dutch Shell plc to
increase its competitiveness compare to the other competitors.

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 SWOT ANALYSIS
Threats: Threats are the elements in the environment that could cause trouble for the business or
project.

• Shortage of skilled workforce in certain global market represents a threat to steady growth of profits for Royal
Dutch Shell plc in those markets.

• Increase competitors can put down profitability and overall sales.

• The company can face lawsuits due to fluctuations regarding product standards.

• Imitation of the counterfeit and low quality product is also a threat to Royal Dutch Shell plc product especially in
the emerging markets and low income markets.

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 MARKETING MIX

Marketing Mix: Marketing Mix of Royal Dutch Shell analyses the company which covers 4P’s (product,

price, place, promotion) and explain it’s marketing strategy. These marketing strategies help Shell achieving

business goal and objectives. Marketing Mix(4P’s) is the widely used frame work to define the strategies.

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 MARKETING MIX
Product: Shell is an integrated corporation and is actively involved in almost all the area of gas and oil
industry including trading, power generation, petrochemical market in distribution, refining, production and
exploration.

The product marketing strategy has 4 major operations in Royal Dutch Shell.

• Upstream

• Integrated Gas and New Energies

• Downstream

• Projects and Technology

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 MARKETING MIX

Place: Shell is a global company with its network spread over ninety countries. It has a production of 3.7 million
barrels per day.

• Wide range of effective distribution and supplies system.

• Sells fuel in more than 60 countries under Shell V Power.

• Shell with its Shell Pipeline Company transports refined product and crude oil.

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 MARKETING MIX

Price: Shells strategy is to strengthen its position as world leader in gas and oil industry.

• Better returns and free flow of cash

• Beneficial cost cutting and pricing policy for consumers.

• Different segments in products: good quality petrol, superior petrol and premium petrol.

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 MARKETING MIX
Promotion: Shell has a strong brand with a distinctive and recognizable logo which promotes the quality of shell.

• Collaborations with renowned brand and companies.

• Shell promotes itself as an environment friendly and responsible company.

• Advertisements on TV, internet and hoardings.

• Shell promotes itself with different educational deserved community based charitable programs.

• Officially Sponsor's Event: Motorsport, CSL(Chinese Super League), LEC(Legends European Championship).

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