Royal Dutch Shell plc: A company that needs to face the future today

Résumé du document

Petroleum is one of the fundamental substances necessary to make our economies function smoothly. It has shaped today's world as we know it - concerning both negative and positive elements.

However, petroleum will not last forever. It is has been estimated that the global oil re-sources will start thinning out and face depletion levels by 2020. This is a problem! This is a problem not just for the governments, but every human being and especially for the petroleum industry. The depth of this problem has remained relatively unrealized for a while, but not anymore! Right now, the petroleum industry's multinational companies have their thinking caps on and are furiously trying to come up with solutions to address this issue.

In this project, we will set out the solution for Royal Dutch Shell plc. Shell's turnover puts the company at the forefront of the petroleum companies of the world. The financial results and the market capitalization have catapulted the company to the second rank just behind General Electric. But like everybody, Shell realizes that the global oil sources are not endless, and the necessity to find alternatives to produce energy becomes increasingly urgent. We will outline how Shell will be able to prepare itself, its employees and customers for the future by implementing the necessary steps today.

To analyze the current situation of the company and to find solutions for this inevitable problem, we will compile a complete report regarding the history and the structure of Royal Dutch Shell plc. Initially, we will examine the structure of Shell, followed by the regulation aspect which is special stemming from the fact that it is a Dutch and an English company. Subsequently, we will study the internal structure, in particular, the different activities of Shell. And finally, we will identify the projects Shell was, still is or plans to be part of.

The second section takes a look at the environmental aspects of Shell's work. How is the natural environment affected by each step implemented by Shell? How does the general public react to it? How important is sustainability in the petroleum industry? These questions and others need to be answered to allow Shell to find its ideal positioning and strategy.

The next part will include Shell's current preparation for the future. We will explain in dept how Shell will become Shell green and why this has to happen. We will also pro-vide a rough plan of legal regulations which need to be considered, define the relation between the two brands and present our decision on the structure of the new business.

The final part will include our conclusion and a personal comment on the future of the oil industry and its second biggest company Royal Dutch Shell plc.

Extraits

[...] Taxes have been applied from governments when buying at a pump that makes around of the price drivers. To understand the price changes there are some causes for the past 10 years:[4] 1999/2000 Asian Demand grows/ Cutbacks of OPEC Price $ 11.28 to $ 33.88 Fall 2001 9/11 effects/ Oversupply/ American recession Price $ 27.47 to $ 19.33 2003-2008 Oil Shock/ Peak oil/ Rising demand/ monetary Debasement Price $ 32.15 to $ 133.95 Since 2008 Financial Crisis / Collapse of asset bubbles / Demand destruction / Global recession - Price $ 133.95 to $ 41.02 Dec 2008) As one can see the oil price changed a lot. [...]

[...] ( Works even better when it's coupled with a Thermal power plants: Partial cleanup of rejected gases and production of biofuel more efficiently. Strategy The re-organization of Royal Dutch Shell plc offers a special situation. The before mentioned situation with the intern premier of a neither Dutch nor British CEO in the history of the company allows to think differently. This way of thinking has been brought to perfection by W. Chan Kim and Renée Mauborgne, the authors of the “Blue Ocean Strategy” (BOS). Using famous examples, e.g. [...]

[...] We will explain in dept how Shell will become Shell green and why this has to happen. We will also provide a rough plan of legal regulations which need to be considered, define the relation between the two brands and present our decision on the structure of the new business. The final part will include our conclusion and a personal comment on the future of the oil industry and its second biggest company Royal Dutch Shell plc. Company The structure of Shell Everything started with the Samuel family and their Shell Transport and Trading Company. [...]

[...] The basic structure of the company has not been changed during the years. Shell became, due to pressure of the society and certain NGOs[13], more and more green but only by adding topics and areas to work in. The problem is that the green mentality was added but never became an implicated part of the company. This finding will be underlined if we have a look on the fourth area of the company's structure. In the past, the department “Projects & Technology” had the task to inspect the technologies which were used and to develop new and more modern once which would improve the functions. [...]

[...] The company needs to be able to convince the customer of its beliefs, its originality and its consistency. o Imagery Thinking of usage and purchase situations, personal feeling and values towards the product/service, its history or personal experiences with it Shell GREEN should be able to represent the people in general. The company will be the general public's ambassador concerning questions of new energy in the old world. Policy disappointed by talking, shell GREEN will convince by acting and realizing. [...]