The paper “ Shell - Products and Services, Market Entry Strategies, Strengths and Weaknesses in Global Business Activities, International Promotional Strategies” is an outstanding example of a case study on marketing. International management defines the practice of managing organizations that function across national borders. Professionals in this sector should be conversant with economic, cultural, and political environments as well as the business practices in the various countries of operation. This report will analyze Royal Dutch Shell, a multinational firm that operates in the global gas and oil industry. The report will offer a brief profile of the organization as well as the products that the firm deals in.
This will be followed by an evaluation of the firm’ s entry strategies in different countries and the firm’ s strengths and weaknesses that are related to global operations. The report will conclude with a comparison of promotional strategies that Shell has adopted in different countries and a set of recommendations for the firm’ s international operations. Brief Profile of the OrganizationShell is a global organization that is composed of companies working in the petrochemical and energy sector, and it operates in over 70 countries with a total of 94,000 employees.
The firm has a long history that begins with a small shop that sold antiques. The business expanded into the international market and sold British textiles, tools, and machinery in the late 1800s. The managers of the business recognized the immense potential in oil, and they commissioned a fleet of ships to transport oil. The firm achieved success and later merged with Royal Dutch to form the present Royal Dutch Shell in 1907 (Our History 2015). By the 1920s, the combined company became the leader in the oil industry, but it faced significant challenges during the depression and the Second World War.
The increased demand for oil after the cessation of the war allowed the firm to grow, and it was fully internationalized in the 1960s where local people would oversee operations in their respective countries (Our History 2015). The company has remained successful in the present owing to the adoption of policies such as diversification, raising its environmental standards, acquisitions, embracing technology, and expansion into emerging markets. Products and ServicesRoyal Dutch Shell offers a wide variety of products and services.
The firm is involved in the exploration, extraction, production, and refining of petroleum products. These activities take place across the world owing to the spread of oil resources and consumers. Shell is also involved in the service industry through chains of service stations and the offering of card services to consumers. The firm also conducts a substantial amount of trade with other businesses. Examples include the sale of products like bitumen and chemicals for the world’ s leading companies.
The firm has also expanded into the liquefied petroleum gas sector, an area that holds considerable promise for the future of clean energy (Products and Services 2015). Market Entry StrategiesRoyal Dutch Shell has faced the need to expand into new markets on a consistent basis. The need to enter new markets has been driven by political, social, and economic factors. In all these cases, the company has had six different options for entering new markets. These include turnkey projects, exporting, franchising, licensing, joint ventures, and wholly-owned subsidiaries. In the case of Royal Dutch Shell, evidence points towards the common usage of three of these modes of entry.