Competitive Intelligence in Shell Petrol Station : Report
Added on 2020-01-15
15 Pages4991 Words321 Views
COMPETITIVEINTELLIGENCE: SHELL PETROL STATION
EXECUTIVE SUMMARYCompetitive intelligence is treated as knowing regarding what is happening in outsideworld and the changes which are identified can be implied on business venture in order to getcompetent. Moreover, it can be also defined as action of defining, analysing, gathering anddistributing the intelligence regarding different products, customers, competitors and also byundertaking different aspects of surroundings. Thus, by considering the competitive intelligence,this present report has been prepared on Shell petrol station which is part of Shell Oil Companyand enterprise has different petrol stations within UK and also throughout the globe. Apart fromit, cited organization has effective operations throughout the globe and focusing on expandingtheir market share efficiently and effectively. Further, Shell products consist of oils, fuels, andcard services as well as exploration, production, and refining of petroleum products. Competitiveintelligence for Shell petrol station can be sorted into two types and these are tactical andstrategic. Tactical is of shorter term and focuses on giving input to only important issues likecapturing market share and also improving revenue. Strategic will emphasize on long term issueslike risk and opportunities which are faced by venture and will come up with possible solutionsto overcome these as soon as possible.From the above description, it is clearly evident that competitive intelligence plays acrucial role and executives of Shell petrol station have to implement such practices so that theyget competitive advantage over the other rivals firms who are prevailing within the industry. Thispresent document showcases that mentioned organization have to focus on three importantsegments i.e. competitors, employees and customers. Moreover, employee's and customer's needto be satisfied effectively so that the mission and vision of the firm can be achieved within statedtime period. Further, necessary recommendation has also been made which will improveorganization performance and their stated goals will be achieved within certain time period. Thisreport also depicts various strategies which organization can consider in order to boost theemployee's morale. Therefore, competitive intelligence plays a crucial role in the success ofbusiness venture and cited firm need to consider different elements so that they get ancompetitive edge over the rival firms.
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1COMPETITIVE INTELLIGENCE AND ITS IMPORTANCE IN ORGANIZATION.................2Importance of competitive intelligence for Shell...................................................................2COMPETITIVE INTELLIGENCE SEGMENT AND ITS RELEVENCY....................................4EXAMING EACH SEGMENT AND PROVIDE INTELLIGENCE WHICH IS BASED ONSECONDARY RESEARCH...........................................................................................................6Customers...............................................................................................................................6Employees..............................................................................................................................7Competitors............................................................................................................................8CHANNELS WHICH ORGANIZATION CAN USE TO MAINTAIN THE FLOW OFCOMPETITIVE INTELLIGENCE.................................................................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................11ILLUSTRATION INDEXIllustration 1: Shell Petrol Pump in UK...........................................................................................1
INTRODUCTIONCompetitive intelligence can be defined as an understanding regarding what is happeningin the outside world apart from business so that one can implement necessary changes in order toget competent. Further, it can be defined as an action of defining, analyzing, gathering anddistributing the intelligence regarding products, customers, competitors and also by consideringthe different aspects of environment (Xu and et.al., 2011). Apart from it, managers need to takeeffective decision for the business venture.By taking the above scenario into consideration, this present document has been presenton Shell petrol station which is the part of Shell oil company and the organization have differentpetrol stations within UK. Apart from it, cited organization has effective operations throughoutthe globe and focusing on expanding their market share. Moreover, Shell products include oils,fuels, and card services as well as exploration, production, and refining of petroleum products.This present document will focus on the concept of competitive intelligence and also on itsimportance for the business venture. Moreover, it will also showcase the channels whichorganization can use in order to maintain a regular flow of competitive intelligence.Illustration 1: Shell Petrol Pump in UK1
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