Green Marketing Issues about Shell

Résumé du document

Climate change has affected all businesses, and being able to adapt and innovate to change along with these changes are crucial for any business. For Shell to be able to adjust their attitudes and be able to give what consumers want is important. Green marketing can be used to persuade the public into changing their lifestyles. “Marketing is understood to be influential in shaping peoples lifestyles and attitudes”.

Shells green marketing is trying to get people to turn ‘green' in reference to the energy they use. They do this by a number of ways; one is education as if people know more about the subject they will be more willing to help. Another is to make ‘green living' a norm and not just a niche market. What is significant to understand about green marketing is that it does not just mean the actual product. It can include how the product was, manufacture, distributed and the promotion.

As it promotes products that do not impact the environment all this aspects included. There are many benefits that company's can gain from promoting environmentally friendly products/ services “environmentally sound business practices and environmental achievements will bring business and its products environmental credibility” as by advancing their technology they will be able to reduce their costs and improve their competitive edge and improving their image, but by changing what consumers think of them is good as long as it is positive but they will have to continue to live up to these expectations as it can have disastrous consciences if not. So Shell has to become aware of their consumers and fulfill their needs to enable future success.

How Shell's strategy has developed with the ongoing changing environmental issues with reference to its green marketing techniques?

Extraits

[...] It is essential not to damage our performance lubricants, including alkalinity, which allows extension of oil drain intervals comments” (Mark Von Bruckmuch, Head of Automotive Development Department) Product Improvement In the longer term, another hope is revolutionary diesel engines know to homogeneous combustion compression ignition (HCCI) engine, which emit no nitrogen oxides or particles and dispense with the need to after treatment systems sophisticated. It would also reduce fuel consumption, thereby reducing CO2 emissions. Today, the priorities for Shell are to improve the performance of fuels, making them cleaner and to adapt to changes in engine technology. To this end, the additives are a focus of ongoing research. [...]

[...] It's nearly impossible to find a good substitute for the oil. The biggest problem that oil companies are be confronted is the fact of ending resources in the next century The Bargaining Power of Buyers The buyer power for the oil market is weak. The producer can support own distribution and retailing of the oil. Also, the buyers are dispersed (many/ different) no buyer has any particular influence on price or product The Bargaining Power of Suppliers A producing industry requires raw materials, components and other supplies. [...]

[...] These include fuels, lubricants and bitumen. Projects & Technology manages delivery of Shell's major projects and drives the research and innovation to create technology solutions. (Annual report 2009) 2 -Shell's marketing strategies Shell's strategy seeks to reinforce the position as a leader in the oil and gas industry in order to provide a competitive shareholder return while helping to meet global energy demand in a responsible way. In the Short term, Shell with an emphasis on health, safety and environment, asset performance and operating costs. [...]

[...] But green marketing is meant to encourage change in lifestyles, and by cutting their spending in renewable energy they are not promoting a change. As they are saying it is too expensive currently and they want to spend their money in other areas such as using new technologies to extract oil, but the more renewable energies are developed the cheaper eventually they become but someone has to take the lead, and Shell said they would develop their alternative energy sources, which they have lied about to a point. [...]

[...] (2007) Oil wars, London Pluto Marketing (2006) Green group to rap Shell in ads. Pg 5 National Petroleum News (2006) Shell reiterates commitment to alternative energy. Volume 98, issue 4,pg 13 Quiler, J (2007) Contradiction in terms pg 14 Roberts P. (2005) The End of Oil on the edge of a perilous new world Yeomans M. (2004) Oil: anatomy of an industry, New York: New Press Zolfagharifard. E (2009) Fuel for debate. Volume 294, issue 7784, pg 29 Websites Shell Global. [...]