Mission, Vision, Purpose,and Objectives
Discuss About The International Journal Information Management.
Royal Dutch Shell plc mostly known as Shell,is a British Dutch multinational oil and gas company.Its headquarters is in Netherlands and its one of the biggest oil and gas company worldwide and was on the forbes global 500 list in 2016.
Mission, Vision, Purpose,and Objectives
Mission: They make the difference through our people, a team of dedicated professionals, who value our customers, deliver on our promises and contribute to sustainable development.
Vision: To safely market and distribute energy and petrochemical products while offering innovative value-added services.
Purpose and Objectives: The gas company purposes to engage profitably, efficiently, and responsibly in gas, chemicals, oil and other related businesses. It also contributes to the development of alternative energy sources to satisfy consumer needs and meet the increasing demand for energy.
Information obtained from documents like annual reports, codes of practice company policy customer service charter, security and privacy policies, strategic marketing plans and strategic plans is very essential for performance of fuel companies. Annual reports contain income statements which can be used to tell the company’s financial directions by reviewing the profits and losses made in that particular fiscal year.Codes of practice company policy customer service charter document contains consumer rights which help employees to attend to all the customers without discrimination.Security and privacy policies contain information on how clients’ credit card information should be handled by the employees. This information would be used to guarantee customers safety and privacy of their credit card information. Strategic marketing planscontain goals and strategies of the organization. This information would be used to come up with the best procedure for promoting brand recognition. Strategic plan in general contains information on resources that would lead to proper allocation measures.
To conduct a situational analysis, the following steps would be used. The first step would be to identify a problem affecting the company and developing a problem statement. Coming up with employee’s shared vision would be the second step followed by conducting a desk review. Identifying the review’s scope and other relevant information would follow. Next would be to review the data and organize it. Finally, the last step would be data analysis and summarizing the findings. The internal factors to be examined would include the location of the fuel store, the target customers, and the employees. On the other hand, the external factors would include competition from other fuel companies, legal and technological issues.
Information from Various Documents and their Significance
The Royal Dutch Shell must abide by the following three legal issues: financial transparency, inspection compliance and contracting and procurement laws. Financial transparency includes disclosing the amount an organization pays to the government to be allowed to extract natural resources. This legal issue affects Shell company because it gives a competitive edge to other companies not paying the money. Inspection compliance involves allowing federal or state inspection as a result of complaint or incident. This issue is important because it makes the company invest in facilities to protect the public from harm. Finally, procurement and contracting laws require the organization to adhere to the terms and conditions of all their agreements. The organization hires a lot of lawyers to abide by these legal issues.
The Royal Dutch Shell abides by the ethical standard of integrity, honesty,and fairness. The company’s employees treat all customers the same without discrimination.This does not affect consumer’s expectations since they all expect to be treated fairly and equally.
The company’s strategic direction can be confirmed by comparing the mission statement to the manager responsible for day to day operations.This is because strategic direction involves actions that are necessary to achieve strategic goals.
Evaluating previous marketing strategies is essential for identifying lessons learned. It could be done by monitoring cost and benefit from previous marketing strategies, long-range impacts, positioning,and competition. For example, by evaluating how competitors are attracting customers, the company could come up with new innovative ways of winning over the clients.
The following methods could be used to evaluate profitability and success of previous marketing endeavors: sales, number of repeat purchases, and customer satisfaction. From sales reports, profits made in comparison with the year-earlier could be deduced. Comparing the number of repeat purchases would be a clear indication of the success of the current marketing strategies. Finally, customer satisfaction could be evaluated from reviews made by the clients.
The competitive analysis would be essential in evaluating performance and identifying critical success factors. For example, after research on competing for fuel companies and realization that the competitors are using Facebook to market their organization, Royal Dutch Shell may use Pinterest or Instagram since social media advertising would have been the success factor.
Competitive analysis is where Shell identifies its competitors and does an evaluation to determine their strengths and weaknesses as compared to your own products and services. A marketing opportunity can be deemed as viable if it would give a firm competitive advantage over others. For example, if celebrity advertising is not common in the industry, a company incorporating the strategy would have more success in brand awareness.They should use this strategy to beat theitr competitors.
Situational Analysis
One marketing objective of Royal Dutch Shell is to expand its sale to international economies. This scope can be affected by competitors (external factor) like the British Oil company that is larger. The cost of expanding the firm might be relatively higher since the branches would be in international countries. However, the overall profits might be high due to economies of scale. Risks may include competition and lack of loyalty from foreign consumers.
This goal might be promoted through celebrity and social media advertising because of increased popularity and brand awareness. It may also be inhibited by hostile potential clients and stiff competition in the international borders.
One marketing opportunity could be the desire to increase oil and gas prices. The positive outcome on the business would be higher profits. The customer base would also enjoy better quality service since the firm would be in a position to afford the services. On the other hand, the firm might lose its clients to a cheaper competitor. The customer base may also fail to afford the new prices.
Stakeholders in Making Objectives
CEO, Board Members, Human Resource Manager
Objectives
Future Objective: To develop an alternative source of energy that is sustainable.
Current Objective:To maintain and win more customers. It does not contribute to the future objective because there is no other alternative for customers to turn to.
Intermediate Objective:To provide safe and environmentally friendly oil products for the customer. This objective is consistent with the future one because they both emphasize on alternative sources that do not pollute the environment.
Capabilities: The availability of resources to start and maintain the marketing strategy. Without these resources, the company cannot afford the cost of marketing.
Resources: Financial ability. Without these resources, the company cannot afford the cost of marketing.
Royal Dutch Shell purposes to compete ethically and fairly. This objective is compatible with the legal and ethical competition standards by ensuring that there are no wrongful advertisements or misleading of customers.
The objective Royal Dutch Shell companies is to engage effectively, responsible and profitable in the energy industry and to participate in the search for coming up with other energy sources.The company wants to provide high standards of performance and aim to maintain a long-term position in their competitive environment.
Long-term strategic objectives are formulated by using Key Performance Indicator software because it can track the products, services, and market segments of the entire business.The company has a comprehensive corporate information programmes and provide full and relevant information about their activities to the interested parties,subject to any overriding considerations of business confidentiality and cost.
An example of financial risk is dependence on one source of revenue.This could be avoided by investing in other ventures by buying shares from other corporations. However, buying shares from the same industry is not an advisable method to deal with this risk since an issue affecting the industry might cripple the firm’s financial position.
References
Doole, I. and L. Robin. International marketing strategy: analysis, development and implementation. Cengage Learning EMEA, 2008.
Fry, L.W. and W. S. John. “Maximizing the triple bottom line through spiritual leadership.” Organizational dynamics 37, no. 1 (2008): 86-96.
He,W. S. and L. Ling. “Social media competitive analysis and text mining: A case study in the pizza industry.” International Journal of Information Management 33, no. 3 (2013): 464-472.
Maignan, I. O. and F. Linda. “A stakeholder model for implementing social responsibility in marketing.” European Journal of Marketing 39, no. 9/10 (2005): 956-977.
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