...The global ethical position of BP and their exploration of the Gulf oilfields. BP (formerly British Petroleum) is one of the world’s largest oil and energy companies, which provides fuel, energy and petrochemical products. They have been in existence since the early 1900’s and have gone through a number of changes. In July, 2003 after merging with Amoco they rebranded as a ‘beyond petroleum’ company. Their logo, a sunburst of green, yellow and white, symbolizes dynamic energy in all its forms. (BP, 2010). Their ‘beyond petroleum’ tagline featured BP as a company that was concerned with the environment and its corporate social responsibility (CSR). BP’s Director of Business ethics outlined their commitment to ‘being ethical’, which included respect for human rights, avoiding harm to people and the environment , avoiding conflicts of loyalty and interest. (Broome 2003). However, as a result of the oil spill in the Gulf of Mexico in 2010, BP’s ethics policy have been placed under extreme scrutiny, exposing them as a company whose marketing strategies is misaligned to their actions. This article looks at BP’s global ethical position with regards to their exploration in the gulf oilfields. It takes a further look at the implication that it caused to their branding and marketing strategies and suggests what marketing strategies they should adopt in order to move forward and regain sustainable competitive advantage. One of BP’s strategies is to create value for shareholders...
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...RESEARCH PROJECT BRP BP Business Research Report Content I. Corporate Profile …………………………..…1 II. Management…………………………………..2 III. Financial Statement Analysis……….……3 IV. Marking Strategy ……………………………..8 V. Cross-cultural Issues………………………..10 VI. International Business……………………11 VII. Human Resources Issues………………..12 VIII. Gulf of Mexico Oil spill…………………..16 IX. Conclusion……………………………………..18 X. Appendix ..………………………………………..20 1 BP Business Research Report I. Corporate profile BP, a public limited company in the industry of oil, natural gas and alternative fuels, runs its business in the exploration, production, refining, trading and distribution of energy. The products are mainly BP petroleum and derived products serving an area worldwide. BP was founded in 1909 as the Anglo-Persian Oil Company and renamed as British Petroleum Company in 1954. A merger of British Petroleum and Amoco in 1998 modeled the greatest petroleum company all over the world---BP. Headquartered in London, UK, BP launched its new green, white and yellow logo in 2000 which is designed to show the company's commitment to the environment and solar power. Bob Dudley performs BP’s CEO since Oct. 2010 and Carl -Henric Svanberg is chairman of the group. BP’s vision “A force for good” underlines all its activities worldwide. All BP’s 79,700 employees live under its corporate culture Slogan—Different people, common goals. BP ranked 4th in Fortune Global 500 in the year 2010...
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...Marketing Mix XXXXXXXXXXXXX MKT/421 October 16, 2013 XXXXXXXXXXXXXX Marketing Mix The Marketing Mix Marketing mix is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The marketing mix helps companies define the marketing elements for successfully positioning your market offer. The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing. The marketing mix model can be used to help you decide how to take a new offer to market. It can also be used to test your existing marketing strategy. Whether you are considering a new or existing offer, the steps below help you define and improve your marketing mix. Marketing decisions generally fall into the following four controllable categories: * Product * Price * Place (distribution) * Promotion These four P's are the parameters that...
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...Kensington College of Business BP to consider to recover from the‘‘marketing disaster’’ Managing Markets KCB ID: 12449. Course Instructor: J.Naidoo Student ID: 12449 INTRODUCTION: That assignment consists of two parts. In first part, we will discuss the macro environmental factors that will affect BP (British Petroleum), when they have to consider their future strategic decision in order to regain their market position in the USA. In second part, we will suggest a marketing plan for BP to consider to recover from this ‘‘marketing disaster’’. The disaster is the Gulf of Mexico oil platform (which is the Deepwater Horizon) explosion occurred, millions barrels of oil have been leaked in the region for a few months. That infiltration is the largest environmental disaster in U.S. history. The goal of macro environment analyse is to see that marketing opportunity and threats were given by changes and trends in macro environment. Focusing on them for marketers helps to take decision and modifies their strategies and plans. The marketers wish to know which elements of macro environment affect their planning and how they influence future strategies. We will see the strong point and factors of macro environment which are the social and cultural...
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...KENSINGTON COLLEG OF BUSINESS AND UNIVERSITY OF WALES BP Market Analysis and Strategic Marketing Recommendations In the USA after the Gulf of Mexico Oil spill Nahid Mohsen Pour 2/28/2011 Contains: 2962 words Without charts, content, references, tables In this essay, I am performing Macro environmental analysis of BP business in the USA, after the gulf of Mexico oil spill, and also try to give Strategic Marketing recommendations to recover from the so called “Marketing disaster in the USA market” Nahid Mohsen Pour Table of Contents Introduction ............................................................................................................................................ 4 Approach ............................................................................................................................................. 4 Importance of Marketing ..................................................................................................................... 4 Part I: Macro Environmental Analysis of BP business in the USA after the Gulf of Mexico Oil Spill ............ 5 Political Analysis .............................................................................................................................. 5 Economical Analysis ......................................................................................................................... 5 Social Analysis..........................................................................
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...BP: Marketing Case Study Sarah Allen, Matthew Earhart, Amelia Pye I. Case Summary BP plc, formerly known as British Petroleum and Anglo-Persian Oil Company, is a multinational oil and gas company headquartered in London, England (“BP”). It is the fifth-largest company in the world measured by 2012 revenues (BP Annual Report 51). Its extensive corporate history has created a non-malleable image and reputation which present-day marketing strategies must overcome in order to effectively promote the ideals of industry leadership and ethical responsibility. BP is faced with significant challenges to its brand as a consequence of its widely-known safety and environmental policy issues. An explosion at one of its Texas refineries caused fifteen deaths, 170 injuries, and a violation of the Clean Air Act in 2005. Years of neglecting pipeline corrosion led to its violation of the Clean Water Act in 2006 when Alaskan oil pipelines leaked crude oil into the tundra. The following year, another BP spill occurred near Prudhoe Bay, leaking toxic chemicals into the tundra and thus killing wildlife and vegetation (“BP Gulf Coast Disaster and Recovery”). These incidents, however, were dwarfed by an explosion at BP’s Gulf of Mexico offshore drilling rig, Deepwater Horizon, in April 2010. The explosion caused the largest accidental marine oil spill in the history of the petroleum industry. It resulted in the deaths of eleven people and the release of an estimated 210 million gallons...
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...BP in Russia Executive Summary This case study “BP in Russia: Settling the Joint Venture Dispute” goes into the major world energy companies and the formation of joint ventures. This case delves into the 50/50 international joint venture (IJV) formed between British Petroleum (BP) and a group of Russian investors, Alfa Group, Access Industries, and Renova known as AAR. This IJV was formed in September 2003 and was known as TNK-BP.1 TNK-BP’s CEO was Robert Dudley in May 2008. This is when the dispute between the British and Russian shareholders started to escalate. AAR thought that BP was treating TNK-BP as a subsidiary and not a JV. The escalation of the conflict got to the point where BP was seriously considering whether they should walk away from the IJV by selling its stake, acquire AAR’s stake or continue the IJV. This case analysis will explore BP and whether it was a good strategy to enter Russia and pursue an international joint venture with consortium AAR. Next the analysis will look at the evolution of the joint venture and examine the unique challenges faced by the international joint venture. Next the study will detail our recommendations regarding the AAR partnership, their implications and steps to implement this. Lastly the case will be updated to the present time. 1. Did BP pursue the right strategy to enter Russia? There are arguments both for and against BP’s decision to enter Russia. Perhaps the biggest disadvantage to BP’s strategy was...
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...Contemporary Business 10 February 2012 British Petroleum (BP) is one of the world's leading international oil and gas companies, providing its customers with fuel for transportation, energy for heat and light, retail services and petrochemicals products for everyday items. In its global business, the company has several family brands: BP, ARAL, ARCO, Castrol, am/pm and Wild Bean Café. BP's global business is divided into three distinctive organizations to deliver energy products (Upstream, Refinance and Marketing, and BP Alternative Energy). Global Business: Created in September 2010, Upstream consists of three distinct Divisions – Exploration, Developments and Production. Within the Developments Division there are two Technical Functions the Global Wells Organization and the Global Projects Organization. Within the Production Division there are also two Technical Functions Operations and Subsurface. A Strategy and Integration organization led by a fourth Executive Vice President, (including HR, Finance, IT and Technology) and ensures integration across the Divisions and Functions. The downstream business segment converts crude oil into useful products such as fuels, lubricants and petrochemicals. It also stores and distributes these products to where they are needed, and markets them to customers in more than 70 countries. BP’s Refining and Marketing operations are carried out through four divisions known as Value Chains Fuels,...
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...3.1. British Petroleum (BP) British Petroleum is a company, which focuses mainly on petroleum, but has some interest in alternative energy. It is one of the world’s largest oil and gas companies, which serves over 13 million consumers in more than 100 countries. The market of alternative energy is not as well developed, nor as profitable as oil, but it is a good future investment with the recently raising environmental concerns. BP recognized this on time and entered the solar market in the year of 1973.( History of BP Solar ) 3.2. Background Formed in 1908, The British Petroleum Company was originally called The Anglo-Persian Oil Company. The current name was given in 1954. BP adopted a re-positioning strategy in 1997 and the group chief executive, Lord John Browne, addressed the threat of global warming. Even though the oil industry does not have a good reputation in taking responsibility, BP was put first on the list of Fortune Magazine’s Global 100 Companies on Corporate Strategy. (“Changing the Game.” Stanford Social Innovation Review ) 4. British Petroleum SWOT analysis 4.1. What is SWOT analysis? SWOT analysis is a useful tool for decision making and understanding a certain business. SWOT is an acronym for Strengths, Weaknesses (internal for a corporation), Opportunities and Treats (external for an organisation). SWOT analysis is functional for strategic planning, business planning, marketing, business and product development, as well as research...
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...Organizational Structure The organizational structure of a business depicts its hierarchy, strategy, and efficiency. Every business has a personalized form of organizational structure; whether it is, conventional, functional, divisional, matrix or network. Understanding a business's division of labor and areas of specialization (such as marketing, finance, human resources, and operations) reveal how the business is structured and influenced. And the organization's design (such as geographic, functional, customer-based, product, services, etc…) helps determine the structure which best suits a company for optimum effectiveness. Every organization has a structure. A conventional organization consists of tiers, like in a pyramid, this also showing its structure and hierarchy. The top is a president or CEO, moving downstream by finance, research and development, marketing, and personnel, then working its way down the corporate ladder to the different types of division or labor, which breaks the workers into different specializations (Bateman & Snell, 2011, p. 277). Google Internet company has a vertical structure for its organization consisting of executive officers, then senior leadership, followed by the board of directors. Google Internet Company has three main authorities, which according to Bateman & Snell, "have the legitimate right to make decisions and to tell other peo0ple what to do" (2011. P. 278). Google's executive officers consist of Larry Paige and Sergey Brin, who...
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...BP Deepwater Horizon Accident Part 1(week 4) A Study of Strategic Implications of the Recent BP Deepwater Horizon Accident Date: Submitted by: Mohamed Ahmed Mohamed Student ID Number: H00032634 Chapter 1 Introduction History of British Petroleum (BP) Company British Petroleum is one of the oldest companies in the oil industry. According to BP Global (2010b), the company was founded in the year 1909 in the UK under the name Anglo-Persian Company. Later, in the year 1954, the company changed its name to British Petroleum (BP). Being in the gas and oil industry, BP conducts various operations including exploration and refining of oil among others. According to BP Global (2010), Bp is the largest energy company globally with presence in over 100 countries. Overview of the Deepwater Horizon Accident In the year 2010, BP experienced a Deepwater Horizon oil spill disaster which involved gas release and subsequent explosion in the Gulf of Mexico. According to Webb (2010), the fire lasted for 36 hours and this was followed by leaking of hydrocarbon into the Gulf for eighty-seven days. BP admitted responsibility explaining that the accident occurred following loss of control related to pressure within the well blowouts in which a special type of is designed to keep constant pressure. Impacts of the Deepwater Horizon accident This tragedy impacted immensely on various BP stakeholders i.e. local communities, global customers...
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...Analyze the business-level strategies for the corporation you chose to determine the business-level strategy you think is most important to the long-term success of the firm and whether or not you judge this to be a good choice. Justify your opinion. High quality global journalism requires investment. Please share this article with others using the link below, do not cut & paste the article. See our Ts&Cs and Copyright Policy for more detail. Email ftsales.support@ft.com to buy additional rights. http://blogs.ft.com/energy-source/2010/03/02/bps-strategy-presentation-growth-cost-cuts-biofuels-ma-and-more/#ixzz3AHpONpiH Overall, the theme from Tony Hayward, the CEO, is that BP has great assets, in part thanks to the deals of the past decade, such as the takeovers of Amoco and Arco and the creation of TNK-BP, but is still not managing them as well as it could. Having lagged well behind the pack of oil majors when Hayward took over, as measured by return on capital, BP is now about average, but it would like to get closer to the leader, Exxon. That is the context for all the plans B The key points of that plan are: 1. $3bn to be saved through cost-cutting and efficiency improvements over the next 2-3 years. 2. Roughly $2bn from refining, putting the emphasis on efficient operations rather than just getting the refineries running, which has been the priority. A further $1bn from better project management, resulting from the creation of a new global development unit to manage...
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...5 Major Product Communication Strategies Used In International Marketing by Smriti Chand Marketing Some of the important product communication strategies used in international marketing are as follows: A product can be marketed abroad only with the help of a communication strategy, which is what conveys the promotional theme to consumers abroad, allowing them to form perceptions about the product, spelling out, in turn, the quantitative and qualitative sales for the manufacturers. Keegan has identified five major product communication strategies, international marketers can chose from to convey the message to customers in different foreign markets. Companies can pursue three strategies to penetrate foreign markets. Some firms will simply adopt the same product or communication strategy used in their home market. This is extension. Other companies prefer to adapt their strategy to the local marketplace. This strategy of adaptation enables the firm to cater to the needs and wants of its foreign customers. A third alternative is to adopt an invention strategy, where products are designed from scratch for the international marketplace. These three basic strategies can be extended into five strategic options which are as follows: Strategic Option 1: Product and Communications Extension – Dual Extension: At one extreme, a company might choose to market a standardized product using a uniform communications strategy. Early entrants in the international arena will often opt for...
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...was fed by hydrocarbons from the well continued to burn for 36 hours until the rig sank to bottom of the ocean. “Hydrocarbons continued to flow from the reservoir through the wellbore and the blowout preventer for 87 days, causing a spill of national significance” (Crisis Watch). The operations were controlled by BP Exploration & Production Inc., in which they held the lease contract as operators of Mississippi Canyon Block 252, which contains the Macondo Well. Deepwater Horizon exploration was to collect crude oil, one of the leading fuels in the world. After the explosion that shocked the nation, BP formed an investigation team that was in charge of gathering the facts surrounding the accident, analyzing available information and to identify possible causes and making recommendations to enable prevention of similar accidents in the future. The BP investigation Team began its work immediately in the aftermath of the accident, since gathering information directly from the explosion site was slightly out of the question immediately due to the horrendous events and lack of testimonies and vital facts, BP investigation team worked independently from other BP spill response activities and organizations collecting data directly from the rigs computer system which stores its information just like a plane with a black box. The concluding report presents an analysis of the events leading up the accident; eight key findings related to the accident were documented as key findings...
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...Disaster in the Gulf: One Year Later Business Policy & Strategy (MAN 4764-1) Everest University Presented to: Professor Melissa Sweeney Presented by: Burl Hicks April 18, 2014 Disaster in the Gulf: One Year Later 1. What external environment (general, industry, and competitive) segments do you think BP considered or didn’t consider prior to their drilling of the Gulf Coast? What should the wedding business owners now consider in their external environment? BP decided to drill in the Gulf Coast mostly because of the oil availability and competition. Opportunity was definitely considered by BP. The North Sea was saturated with other oil companies and BP saw an opportunity in the Gulf of Mexico (Pour, 2011). The segment that BP did not do well is the environmental factors around the rig that could make it extremely difficult to repair or monitor when troubles occur. The deep water makes it difficult for them to ensure the cement foundation was sealed properly, and pressure tests were misinterpreted by engineers prior to the explosion (Mullins, 2010). The wedding business owners are now facing the threat from these drilling rigs. The oil industry has a long track of catastrophic failures, so a disaster like the BP spill might happen again. They should consider other business opportunities to complement their current business model in case a spill or leakage occurs. 2. How should BP have handled an external environmental analysis and what environmental changes...
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