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    Gca shell group 2 Gca shell group 2 Document Transcript

    • Contents Industry Overview ................................................................... 1 Royal Dutch Shell ................................................................... 4 Consumer Segmentation ...................................................... 10 Stakeholders Analysis)................. 14 COMPETITORS ................................................................... 19 Competitive Advantage ............... 24 (Value Chain) ................................. 26 2 ...................................... 32 : Reference Scenario ............................... 32 : 450 Scenario........................................... 36 Shell Scenario....................................................................... 41 - Scramble ............................................................................ 51 - Blueprints............................................................................ 57 Royal Dutch/Shell ........................ 67 Strategies.............................................................................. 71 References ........................................................................... 73
    • Industry Overview Graph 1 :World Consumption (million tonnes oilequivalent) Page | 1
    • BP Statistical Review of World Energy June 2011. bp.com/statisticalreview Page | 2
    • David W. Crain, Using value-chain analysis to discover customers strategic needs Supermajors SaudiAramco Exxon Mobil, ConocoPhillips,Chevron, Royal Dutch Shell PLC, BP PLC Total SA 6Value chainSegment Page | 3
    • Peak OilPeak OilRoyal Dutch ShellOverview Royal Dutch/Shell Group Royal Dutch Petroleum CompanyShell Transport and Trading Company,p.l.c. BP Page | 4
    • the Razen -- (LNG) UpstreamUpstream UpstreamAmericas UpstreamInternational Page | 5
    • Downstream LPG) B2B CO2CO2 Shell Trading Page | 6
    • Projects and Technology PortArthur Texas, USA , tank Page | 7
    • V-PowerFuelSave % Page | 8
    • LPG) Cosan RaZen Page | 9
    • Consumer Segmentation 1 39% 5% 1990 2005 2005 21% , 19% 1990 2005 72% 2005 59% Page | 10
    • 57% 1990 20052005 59% 73% 1990 2005 , 50% 87% 66% Page | 11
    • 72%61% 2 Page | 12
    • 2020 1998 28% (CEER)10% Page | 13
    • : 20042030 62 –222 Mtoe 2010-2015 2004-2030 Stakeholders Analysis)Shareholders Page | 14
    • EmployeeSuppliers Page | 15
    • Corevalue CorevalueCustomers‘ CO ,Local Communities Page | 16
    • Priority StrategiesPosition Interest StrategiesSupporters - Sharehol - HRM ders - - - Employe suppliers e - Supplier sNeutrals - Custome - rs - Govern ment Page | 17
    • - ,Opponents - Local - Commun - ity - NGOs - - Other Compan y Page | 18
    • COMPETITORSDirect Competitors 1. Exxon Mobil Corporation Page | 19
    • , 2 Fortune Global 2 2. Sinopec Group China Petroleum & Chemical Corporation ("Sinopec FortuneGlobal 500 xu2012 3. BP Page | 20
    • 4. ConocoPhillips 9 ForbesGlobal ConocoPhillips Conoco,ConocoPhillipsConoco 5. Chevron Corporation 100 2548 Human Resource Page | 21
    • Indirect Competitor 1. General Electronic Schenectady, New York GE 2. Sharp Corporation Tuvalu Electric Company) Pacific Power Association Kansai ElectricPacific 252 3. Siemens Page | 22
    • Shell 600000) 500000 400000: 300000 200000 100000 0 Shell Page | 23
    • Competitive Advantage Royal Dutch Technology Leadership) Pearl GTL) GTLGas to Liquid Page | 24
    • (Partnership) DKSH (Thailand)Limited 5 (Customer Excellence) (Marketing Activity) 2Shell Helix Supercars Shell Helix Crystal Car Page | 25
    • (Value Chain)1. (Primary Activities) 1.1 Inbound Logistics - Strengths Weakness - - 1.2 Operations - - - The floating LNG (FLNG) LNG tanks Strengths Weakness - - - 1.3 Outbound Logistics Page | 26
    • - LNG - Low Sulfur Diesel Ultra Low Sulfur Diesel - - Strengths Weakness - - downstream1.4 Marketing and Sales- Shell V-Power- Shell Trading- Shell Helix Supercars Ferrari Formula One Page | 27
    • Proud Drivers choose Shell Helix- Shell Helix Crystal Car Performance you can see- Shell Eco-marathon- Loyalty Card, Shell V-Power Club Strengths Weakness - -1.5 Services- Shell Fuel Card Shell Card- Shell credit cards- Shell Car Wash- Shell Motorist app Strengths Weakness - Fuel - Card B2B Page | 28
    • (Support Activities) 2.1 Firm Infrastructure - - - Life-Saving Rules - Strengths Weakness - - outsource2.2 Human Resource Management Page | 29
    • - outsource IT, Accenture IBM, Logica and Wipro - - The Shell People Survey Strengths Weakness - outsource - HRM -2.3 TechnologyDevelopment - s - Projects Technology - Lean - oil-recovery methods Page | 30
    • Strengths Weakness - - - Value Chain -2.4 Procurement - Shell - (LNG) - Bitumen (LNG) Conventional Oil Unconventional Oil Strengths Weakness - - Biofuels Page | 31
    • - -- 2 (International Energy Agency : IEA) (World Energy Outlook 2009) 20 ( . . 2030) 21) Reference Scenario2) 450 Scenario 450 (CO2) 450 ppm 20 C : Reference Scenario 2030 40% Page | 32
    • 12,000 (Mtoe) 200716,800 Mtoe 2030 2 2.5% 2030 2034% 30% 2030 1% 85 2008 105 2030 2.5% 2007 8.6% 2030 16% 14% Page | 33
    • 2-3 2030 26 1.1(1.4% GDP ) IEA (non-OECD)CO2CO2 OECD non-OECDCO2 52% 1890 42% 6o C Page | 34
    • Reference Scenario OECD 20 non-OECD2030 115 2025 IEA 1,500 Page | 35
    • 1 5 (Sub- Saharan Africa) : 450 Scenario 2o C / CO2450 ScenarioReference Scenario Page | 36
    • 450 Scenario (End-Use) CO2 2030 ReferenceScenario 2030CO2 (Carbon Capture and Storage: CCS) 10% 2030 ReferenceScenario 2030 70% Reference Scenario 2030 40% 90% Reference Scenario 30% Plug-inHybrid 10.5 Page | 37
    • 450 ppm 2010-2030 (Clean Development Mechanism: CDM) (International Funding Pools)‘ ’ 2010 1.5% 2030 21.2% 20 Page | 38
    • 2020 Non-OECD 2030 IEA 600 ( 55% ) 2030 UnconventionalGasResources 3 Page | 39
    • 12% 2007 15% 2030 -‘ ’ 10Reference Scenario2007-203076% 2.5% 450 Scenario Page | 40
    • 2.1% 1% 20 Reference Scenario1.1 450 Scenario 3.9Shell Scenario ShellScramble – Page | 41
    • Blueprints – Shell BlueprintsEnergy Development Blueprint Page | 42
    • BlueprintScrambleGlobal demand OECD Page | 43 World- Total Primary Energy
    • CAFESUVs OECD (Non-OECD ) Non-OECD OECD Non-OECD OECD OECD Page | 44
    • World-Total Primary Energy Supply 2 OPEC OPEC 5 Page | 45
    • Unconventional Oil Natural Gas Liquids5 6 10 Global Oil Supply Growth 10 12 10-15% 10 Page | 46
    • OPEC OPEC OPEC 10 OPEC 2 100 Page | 47
    • 13 400 “Scramble” “Blueprints : EJScramble 2000 2010 2020 2030 2040 2050 EJ EJ EJ EJ EJ EJ Oil 147 35 176 33 186 29 179 24 160 20 141 16 % % % % % % Gas 88 21 110 21 133 20 134 18 124 15 108 12 % % % % % % Coal 97 23 144 27 199 31 210 29 246 30 263 30 % % % % % % Nuclear 28 7% 31 6% 34 5% 36 5% 38 5% 43 5% Biomass 44 11 48 9% 59 9% 92 13 106 13 131 15 % % % % Solar 0 0% 0 0% 2 0% 26 4% 62 8% 94 11 % Wind 0 0% 2 0% 9 1% 18 2% 27 3% 36 4% Other 13 3% 19 4% 28 4% 38 5% 51 6% 65 7% RenewablesTotal primary 417 100 530 100 650 100 733 100 814 100 881 100energy % % % % % % Page | 48
    • Blueprint 2000 2010 2020 2030 2040 2050 EJ EJ EJ EJ EJ EJ Oil 147 35 177 34 191 30 192 28 187 25 157 20 % % % % % % Gas 88 21 109 21 139 22 143 21 135 18 122 16 % % % % % % Coal 97 23 137 26 172 27 186 27 202 27 208 27 % % % % % % Nuclear 28 7% 30 6% 30 5% 34 5% 41 6% 50 7% Biomass 44 11 50 10 52 8% 59 9% 54 7% 57 7% % % Solar 0 0% 1 0% 7 1% 22 3% 42 6% 74 10 % Wind 0 0% 1 0% 9 1% 17 2% 28 4% 39 5% Other 13 3% 18 3% 29 5% 40 6% 50 7% 62 8% RenewablesTotal primary 417 100 5 100 6 100 100 100 100energy % % % % % % scenarios Scramble Blueprints Blueprints Scramble % Page | 49
    • Blueprints ScrambleBlueprints Blueprints “ Blueprints ” Page | 50
    • Scramble Scramble Page | 51
    • Page | 52
    • Scramble 2030 90% Page | 53
    • Scramble% Page | 54
    • Page | 55
    • % Page | 56
    • Blueprints1. Blueprints Blueprints Page | 57
    • CO , Blueprints Blueprints CO Page | 58
    • CAFE:Corporate Average Fuel Economy 54.52025 EU Emissions Trading Scheme (EU ETS) (EU ETS) Page | 59
    • . . Page | 60
    • 3. Blueprints Page | 61
    • 4 Blueprints Blueprints OECD Page | 62
    • Non-OECD CCS Blueprints C- Page | 63
    • CO COBlueprints Page | 64
    • CO2Blueprints Page | 65
    • COCO Blueprints Page | 66
    • CO ppm Royal Dutch/Shell1. Market Share Shell Market Share Page | 67
    • Market Share- Shell2. Shell CO2- Blueprints- CO2 Page | 68
    • CO2CO2 ,- ScrambleCO2 CO23. Shell Page | 69
    • Shell Sinopec China National Petroleum4. NGOs- Blueprints CO2 CSR Page | 70
    • - Scramble CO2Strategies Value Chain Page | 71
    • Blueprint Page | 72
    • References David W. Crain, Stan Abraham, (2008) "Using value-chain analysis to discover customers strategic needs", Strategy & Leadership, Vol. 36 Iss: 4, pp.29 – 39, Web. 15 July 2012. <http://www.emeraldinsight.com/journals.htm?articleid=1733216>. Garo Vaporciyan. “Unlocking the polycarbonate value chain with DPC”. 2010. July 2012 . < http://www- static.shell.com/static/chemicals/downloads/innovation/dpc_singap ore_oct_2011.pdf > King, Leo. "Shell Standardising Operations in $3bn Saving Drive." Computerworld UK. N.p., 4 Feb. 2010. Web. 17 July 2012. <http://www.computerworlduk.com/news/applications/18669/shell- standardising-operations-in-3bn-saving-drive/>. Nguyen, Anh. "Shell Completes Transition of HR Application Services to Accenture."Computerworld UK. N.p., 4 Jan. 2012. Web. 17 July 2012. <http://www.computerworlduk.com/news/outsourcing/3327689/shel l-completes-transition-of-hr-application-services-to-accenture/>. Schmeer, Kammi. "Stakeholders Analysis Guidelines." Http://www.eestum.eu/voorbeelden/. N.p., 7 June 2010. Web. 17 July 2012. <http://www.eestum.eu/voorbeelden/Stakeholders_analysis_guideli nes.pdf>. Page | 73
    • Steven De-Jue. “Fossil Power Generation, Renewable Energy,Energy Service, Oil & Gas”. Web. 13 July 2012.<http://www.siemens.co.th/iportal/business/energy/THAEFossil.asp> ThaiEurope.net.N.p., 15 Mar. 2006. Web. 13 July 2012.<http://news.thaieurope.net/content/view/1023/170/>. , PeakOil)." My Word - Pracob Cooparat. N.p., 23 Jan. 2011. Web. 13July 2012. <http://pracob.blogspot.com/2010/01/peak-oil.html>. , March 2010. Web. 14 July 2012.<http://www.oie.go.th/sites/default/files/attachments/article/FutureTrendWorldGasPrice.pdf>. , .N.p., 17 Jan. 2011. Web. 17 July 2012.<http://www.108acc.com/index.php?lite=article>.“2020 vision for Europe’s energy customers”, Council of EuropeanEnergy Regulators. 24 April 2012. Web. 15 July 2012.<http://www.energy-regulators.eu/portal/page/portal/EER_HOME/EER_PUBLICATIONS/CEER_PAPERS/Customers/Tab3/C12-SC-02-04_2020-vision_24-April-2012.pdf> Page | 74
    • "Balancing Stakeholder Needs: A Shell Case Study." The Times100. N.p., n.d. Web. 17 July 2012.<http://businesscasestudies.co.uk/shell/balancing-stakeholder-needs/introduction.html>.“BP Statistical Review of World Energy June 2011”, Web 14 July2011<http://www.bp.com/liveassets/bp_internet/globalbp/globalbp_uk_english/reports_and_publications/statistical_energy_review_2011/STAGING/local_assets/pdf/statistical_review_of_world_energy_full_report_2011.pdf>"BP." Wikipedia. Wikimedia Foundation, 16 July 2012. Web. 16July 2012. <http://en.wikipedia.org/wiki/BP>."Chevron Corporation." Wikipedia. Wikimedia Foundation, 15 July2012. Web. 17 July 2012.<http://en.wikipedia.org/wiki/Chevron_Corporation>."ConocoPhillips." Wikipedia. Wikimedia Foundation, 17 July 2012.Web. 17 July 2012. <http://en.wikipedia.org/wiki/ConocoPhillips>."Crude Oil and Commodity Prices." CRUDE OIL PRICE: Oil |Energy | Petroleum | Oil Price | Crude Oil Charts | Oil PriceForecast. N.p., n.d. Web. 15 July 2012. <http://www.oil-price.net/?gclid=CP38uOqTmLECFU8b6wodASbPdQ>."Delivered Energy Consumption Projections by Industry - EnergyPlug." CBS Interactive. CBS Interactive Business Network, 01June 2002. Web. 15 July 2012. Page | 75
    • <http://findarticles.com/p/articles/mi_m2744/is_6_2002/ai_89392816/>.“ENERGY 2020 Documentation” , Volume 4, Systematic Solutions,Inc. & Policy Assessment Corp. Web 14 July 2012.<http://www.arb.ca.gov/cc/scopingplan/economics-sp/models/V4_Theoretical_Derivation.pdf>"ExxonMobil." Wikipedia. Wikimedia Foundation, 17 July 2012.Web. 17 July 2012. <http://en.wikipedia.org/wiki/ExxonMobil>."GE “ ” Siam Intelligence. N.p., 1 Feb. 2012.Web. 17 July 2012. <http://www.siamintelligence.com/ge-clean-energy-healthcare>."International Trade Patterns." International Trade Patterns. N.p.,n.d. Web. 17 July 2012.<http://www.duke.edu/web/soc142/team9/ITP.html>."List of Companies by Revenue." Wikipedia. WikimediaFoundation, 13 July 2012. Web. 14 July 2012.<http://en.wikipedia.org/wiki/List_of_companies_by_revenue>."Margins by Sector." Operating and Net Margins. N.p., Jan. 2012.Web. 17 July 2012.<http://pages.stern.nyu.edu/~adamodar/New_Home_Page/datafile/margin.html>."Petroleum Industry." Wikipedia. Wikimedia Foundation, 17 July2012. Web. 17 July 2012.<http://en.wikipedia.org/wiki/Petroleum_industry>. Page | 76
    • "Royal Dutch Shell." The Shell Global Homepage. N.p., n.d. Web.14 July 2012. <http://www.shell.com/ >.“ROYAL DUTCH SHELL PLC ANNUAL REPORT AND FORM 20-F FOR THE YEAR ENDED DECEMBER 31, 2011”. <http://www.shell.com/home/content/investor/financial_information/>"Sharp: A world leading solar company." Sharp Solar GlobalWebsite. N.p., n.d. Web. 13 July 2012. <http://www.sharp- -solar.com/en/vision/index.html>."Shell Scenarios." Looking Ahead: Scenarios. N.p., n.d. Web. 17July 2012.<http://www.shell.com/home/content/future_energy/scenarios/>."Shell Source : Business Functions." Shell Source - Default. N.p.,n.d. Web. 15 July 2012.<http://www.shellsource.com/ShellSource/ProductsAndServices/CommecialProductsandServices/CommercialProductsAndServicesPage.htm>."Sinopec." Wikipedia. Wikimedia Foundation, 17 July 2012. Web.17 July 2012. <http://en.wikipedia.org/wiki/Sinopec>."Stakeholders Analysis." Stakeholders Analysis. N.p., n.d. Web. 17July 2012.<http://www.doview.com/screenshots/strategicplan/8_stakeholders_analysis.html>. 2 .Jun 2010. Web 16 July2012< http://www.eppo.go.th/doc/world_energy_2030.pdf > Page | 77