Competitive Intelligence: Strategies for Shell Petrol Station Success

This report examines the competitive intelligence strategies for Shell petrol stations, focusing on the UK market. It defines competitive intelligence and its importance, particularly for Shell, highlighting its application in analyzing competitors, customers, and employees. The report details how Shell can leverage competitive intelligence to gain a competitive edge, including tactical and strategic approaches. It emphasizes the significance of understanding customer needs, employee satisfaction, and competitor analysis. The report also suggests channels for maintaining a continuous flow of competitive intelligence and offers recommendations for improving Shell's performance, emphasizing the need for ethical practices and customer loyalty. The analysis covers various segments, including customers, employees, and competitors, and suggests strategies to boost employee morale and overall business success. The document underscores the critical role of competitive intelligence in achieving Shell's goals and objectives within the petrol station sector.

COMPETITIVE
INTELLIGENCE:
SHELL PETROL STATION

EXECUTIVE SUMMARY
Competitive intelligence is treated as knowing regarding what is happening in outside
world and the changes which are identified can be implied on business venture in order to get
competent. Moreover, it can be also defined as action of defining, analysing, gathering and
distributing the intelligence regarding different products, customers, competitors and also by
undertaking 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 Company
and enterprise has different petrol stations within UK and also throughout the globe. Apart from
it, cited organization has effective operations throughout the globe and focusing on expanding
their market share efficiently and effectively. Further, Shell products consist of oils, fuels, and
card services as well as exploration, production, and refining of petroleum products. Competitive
intelligence for Shell petrol station can be sorted into two types and these are tactical and
strategic. Tactical is of shorter term and focuses on giving input to only important issues like
capturing market share and also improving revenue. Strategic will emphasize on long term issues
like risk and opportunities which are faced by venture and will come up with possible solutions
to overcome these as soon as possible.
From the above description, it is clearly evident that competitive intelligence plays a
crucial role and executives of Shell petrol station have to implement such practices so that they
get competitive advantage over the other rivals firms who are prevailing within the industry. This
present document showcases that mentioned organization have to focus on three important
segments i.e. competitors, employees and customers. Moreover, employee's and customer's need
to be satisfied effectively so that the mission and vision of the firm can be achieved within stated
time period. Further, necessary recommendation has also been made which will improve
organization performance and their stated goals will be achieved within certain time period. This
report also depicts various strategies which organization can consider in order to boost the
employee's morale. Therefore, competitive intelligence plays a crucial role in the success of
business venture and cited firm need to consider different elements so that they get an
competitive edge over the rival firms.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
COMPETITIVE INTELLIGENCE AND ITS IMPORTANCE IN ORGANIZATION.................2
Importance of competitive intelligence for Shell...................................................................2
COMPETITIVE INTELLIGENCE SEGMENT AND ITS RELEVENCY....................................4
EXAMING EACH SEGMENT AND PROVIDE INTELLIGENCE WHICH IS BASED ON
SECONDARY RESEARCH...........................................................................................................6
Customers...............................................................................................................................6
Employees..............................................................................................................................7
Competitors............................................................................................................................8
CHANNELS WHICH ORGANIZATION CAN USE TO MAINTAIN THE FLOW OF
COMPETITIVE INTELLIGENCE.................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
ILLUSTRATION INDEX
Illustration 1: Shell Petrol Pump in UK...........................................................................................1

INTRODUCTION
Competitive intelligence can be defined as an understanding regarding what is happening
in the outside world apart from business so that one can implement necessary changes in order to
get competent. Further, it can be defined as an action of defining, analyzing, gathering and
distributing the intelligence regarding products, customers, competitors and also by considering
the different aspects of environment (Xu and et.al., 2011). Apart from it, managers need to take
effective decision for the business venture.
By taking the above scenario into consideration, this present document has been present
on Shell petrol station which is the part of Shell oil company and the organization have different
petrol stations within UK. Apart from it, cited organization has effective operations throughout
the 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 its
importance for the business venture. Moreover, it will also showcase the channels which
organization can use in order to maintain a regular flow of competitive intelligence.
Illustration 1: Shell Petrol Pump in UK
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COMPETITIVE INTELLIGENCE AND ITS IMPORTANCE IN
ORGANIZATION
Competitive intelligence can be defined as a process of collecting and analyzing the
crucial information of the competitors strengths and weakness in proper manner so that cited
organization will be able to enhance their decision making (Shih, Liu and Hsu, 2010).
Competitive intelligence for Shell petrol station can be grouped into two types and these are
stated down under:
 Tactical: Tactical is of shorter term and emphasize on giving input to major issues like
capturing the market share and also increasing revenue.
 Strategic: Strategic will focus on long term issues like risk and opportunities which are
faced by venture and possible solution to solve out those (Clark, 2012).
Many a time, organization uses illegal and unethical methods so that they get competitive
advantage over the rival firms who are working in same industry. Moreover, manager of cited
venture will focus on organization activities as well as of the competitors as with their one wrong
step, Shell filling station will get a competitive edge and after that more of the customers will be
attracted towards organization product. Further, with it, cited organization will be able to
increase their revenue as well as productivity (Huggins, 2010). It will also lead into increase in
brand image across the world.
Furthermore, organization need to identify needs and demands of their customers and
must focus on the same in order to achieve their goals and objectives. Customers are considered
as base for their success and Shell should make continuous change in their product so that they
get best fuel quality and better response from employees of venture. However, there are different
environmental and legal issues which influence the corporate performance and top executives
have to take relative step in order to solve them so that their clientele base do not get affected.
This will lead into achievement of mission and vision within set time period (Johns and Van
Doren, 2010).
Importance of competitive intelligence for Shell
In today's market place, competition is the major concern for each and every business
venture as there are many competitors who are dealing in same sort of products and working in
same industry (Huggins, 2010). This competition has been increased because of globalization
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and now the world is treated as a one single marketplace. Further, with distribution channels like
internet will make possible for each and every person to enter in global market place. As a result,
changes which are taking place in the enterprise is exceptionally fast and organization want to
have a competitive advantage over the rival firms (Nasri, 2011).
Moreover, organization make certain improvements in their activities so that more of the
customers get attracted towards product and with that firm will be able to achieve their desired
goals and objectives. Moreover, without competitive intelligence, organization will not be able to
make strategic decisions and with that they will not brutalize their resources as well (The
Importance of Competitive Intelligence, 2016). Shell has immense goodwill throughout the UK
and venture has different filling station whole around UK. Although, they have competitors but
organization practices and their filling station scene makes all the difference. Apart from it, there
major focus is on satisfying needs and demands and give them best quality of services so that
they always remain loyal customer base for the venture. Further, in order to attract more of the
audience, Shell can promote their organization and services through different social media
channels (Rapp, Agnihotri and Baker, 2011). Facebook, Twitter, Instagram are the popular
source and the likeness of the customers will develop their brand image throughout the UK.
Further, mentioned business enterprise should not follow any sort of unethical business
practice as it can just increase their product for some time period but can pamper the goodwill
for long time. Moreover, the trust of the customers will also broken up and they will not be loyal
customer base for longer (Tej Adidam, Banerjee and Shukla, 2012). Moreover, Shell can change
policies by considering that of their competitors so that more audience will be attracted towards
that and with this, firm will be able to make a large customer base for the venture. This
intelligence is usually composed of five major areas within organization and it is performed
under three main approaches in CI framework and these are:
 Classification of strategies
 Competitor perceptions
 Effectiveness of operations
 Rival firms capabilities
 Long-term market prospects
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COMPETITIVE INTELLIGENCE SEGMENT AND ITS RELEVENCY
Competitive intelligence segments plays a crucial role as it helps the organization to get a
competitive edge over rival ventures who are working within same industry (What is competitive
intelligence? 2016). Shell's major competitors are Exxon Mobil Corporation, BP plc., Chevron
corporation, etc. Cited organization implements different practices which is main reason for the
success as their revenue keeps on increasing every year. Although competitors have relative
same business policies and investment but their brand image and success story makes the
difference.
Shell petrol station can undertake different segments which will be relevant for their
venture so that they can improve their efficiency and productivity (Hughes, Le Bon and Rapp,
2013). Further, Shell need to implement suitable strategy which will lead towards achievement
of organizational goals and objectives. Mentioned firm can focus on following segment for better
competitive intelligence and these are:
 Customers:
Customers are the base for each and every organization success and cited firm need to
understand the customers needs and should give them best of the services so that they become
loyal customer base for venture. Further, Shell petrol station is genuinely quite unique and cited
firm has employed cleaners so that till the time petrol is filled in car, cleaner cleans the wind
shield. This gives customers a sense of satisfaction that there service is unique and they provide
the best quality of petrol. Apart from it, venture has immense goodwill throughout the UK and
with effective advertisement they are planning to attract more of the audience as it will help them
to increase their revenue, profitability and turnover (Fleisher and Bensoussan, 2015).
However, perception of customers differ from one another and organization cannot force
or bind one to purchase their petrol. Firm can only attract them with unique and effective
services. The major drawback which firm has that the price of petrol is decided by government
and all ventures who are in this business are bind to follow that only (Johns and Van Doren,
2010). Therefore, they cannot discount on price of the product but can give discount coupons to
them. This will lead towards increase in sale of petrol for the venture. For instance, Tesco gives
discount coupons to their customers on particular amount of petrol or higher than that. This
coupon customer can show to the Tesco retail outlet and this will lead towards discounted
shopping for the customers.
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 Employees:
Employees are the base for Shell petrol station as they have effective employees who are
well trained in accomplishing their task and duties. Apart from it, organization works in two
shifts and petrol pump is open 24*7. Further, employees contribution only makes the
organization successful and cited firm implements different practices so that their employees
morale gets boosted and they provide best of the services to their customers. Shell oil company
employs 92,000 employees who are giving productive services throughout the globe. Petrol
section is been different from the Shell oil company and they might have some part of the
workforce which was discussed earlier.
Organization focuses on retaining their employees so that the experience and efficiency
maintained at the filling station. Further, cited venture has skilled staff who give customers better
satisfaction as they do not cheat with their customers. Practice which is implemented is crystal
clear and their employees play a huge role in the success of the venture. Moreover, with better
service, venture will be able to attract more customers and with that they will be able to achieve
their goals and objectives (Smith, Wright and Pickton, 2010). Apart from it, employees
satisfaction is necessary and venture need to give them effective appraisal at the year end so that
they will be able to work with best of their dedication and interest. Moreover, they will also be
directed to achieve their individual goals and objectives. With hike in salary employees will also
be able to manage their personal and professional life.
 Competitors:
Shell petrol station has various competitors who have relative same policies and approx.
same investment. However, their practices make them unique and give them competitive edge in
the dynamic market. Mentioned organization competitors are Exxon Mobil Corporation, BP plc.,
Chevron corporation, Tesco petrol, etc. Cited firm should change their policies by considering
there's so that they get best of the customer's response which will help them in increasing
revenue and productivity. Further, Exxon and Tesco has different tactics to increase their
customer base as compared to Shell. Their filling station is near to the supermarkets, restaurants
and other outlets, etc (Bartes, 2014). Therefore, these organizations provide certain percent of
discount when petrol is filled of certain proportion. This gives them productive result as more of
the customers are attracted with this offer.
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Shell also need to implement such practice or better than that in order to give them stiff
competition. With better practices, organization will be able to increase their revenue and will
get a competitive edge over their rivals. Further, competencies also plays a crucial role and cited
firm need to make certain changes so that their mission and vision gets accomplished in desired
time period.
EXAMING EACH SEGMENT AND PROVIDE INTELLIGENCE WHICH
IS BASED ON SECONDARY RESEARCH
Shell is one of the global group of energy and petrochemical company who has its
effective operations in more than 130 nations and different territories. Further, Shell is
committed towards their operations and ensures that the world’s oil and gas will be extracted and
delivered to different parts of the country (Franco, Magrinho and Ramos Silva, 2011). Further,
the extraction will be environmental friendly and cited venture is focusing on delivery and
growth.
The segments which were discussed earlier plays a crucial role in organization success
and Shell petrol station need to consider each and every segment thoroughly so that their
goodwill and productivity is maintained. The different segments with proper intelligence has
been evaluated down under:
Customers
Customers dominate each and every sector and cited business venture has responsibility
to satisfy their needs and demands effectively and efficiently. Moreover, customers are the base
for organization profitability. Thus, they have to maintain their existing customer base and
should focus on new so that their desired goals and objectives are achieved. Further, giving
excellent service will make them loyal towards the venture and they will choose that product
only. Shell petrol station having goodwill throughout the globe and they focusing on expanding
their operations in order to increase more of the customers.
Mentioned organization should provide new services to their large customer base apart
from petrol as it will get more of the attraction from customer's. Moreover, cited business
venture can tie up with certain restaurants or outlets so that their customers get specific discount
when shopped from particular outlet (Trong Tuan, 2013). However, the limit of petrol also
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matters as customer need to fill particular amount of petrol in their vehicle. Shell petrol station
can also employ individual who will clean the car's windshield till the petrol is filled. This will
give customers a positive attitude towards the venture and they will become loyal customer base
for the organization.
Shell petrol station can also focus on different tie ups with restaurants like McDonald's,
KFC, Pizza hut, etc. as they can ask the customer's whether they would like to have any sort of
meal. Particular person will take up the order and convey to these fast food ventures. Customer's
order will be placed and they just have to pay the bill with certain percent of discount. This
unique idea will give them a competitive edge over the rival firms who are working within the
same industry. Moreover, behaviour of employees towards the customers also play a significant
role as they have to give excellent quality of service to their large customer base. Payment
should be done accurate so that customer's will have trust in organization staff (Pellissier and
Nenzhelele, 2013). Further, implementing ethical practice will lead towards breakdown of their
customer base and it will also influence their goodwill.
Employees
Employees are the key for their success and organization has to satisfy their employees so
that they can fulfill needs and demand of customers. Further, they should give them effective
service, behave politely and should answer each of their questions. Proper response to them will
appreciate the behavior of employees and customers will become loyal to the organization.
Organization can implement different practice in order to satisfy their customers as they can
appraise them with rewards and appraisal as it will boost their morale and they will be able to
wok with best of their dedication and capabilities.
Shell petrol station can take feedback from clients relating to employee's behavior and
their services. Positive response from clients will improve workforce chance to get better reward
in coming time period. Moreover, employees of Shell petrol station should convey their
customers necessary schemes which they are going to start in coming time period. This will
attract existing customer's as well as new towards the same. Shell need to take care of their
employees and must satisfy their needs and demands immensely. This will also lead into low
labour turnover which will give various benefits to the venture (Trong Tuan, 2013). Further,
Shell petrol station can undertake new recruitment as well in order to increase the sale of their
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petrol. Recruiting effective staff will improve the organization performance and with that
organization will be able to achieve their objectives.
Further, different motivational theories can be implement in order to improve
productivity of employee's so that they stay as a dedicated employee's and their individual and
organization objectives (Yap and Rashid, 2011). Reward, incentives acts a motivational tool to
improve the productivity of employees and Shell petrol station need to implement the same
practice so that employee's morale get boosted up.
Competitors
Competitors eventually impacts the organization performance and Shell petrol station
need to imply certain new practices which will give them a competitive edge over the rival firms
who are working within the same industry. Different competitors implements different sort of
practice which influencing the organization productivity (Johannesson and Palona, 2010).
However, Shell petrol station need to come up with different practices which will attract more of
the customer's towards it and with that their revenue and profitability will be increased.
As stated in earlier points as well that their major competitors are Exxon Mobil
Corporation, BP plc, Chevron corporation, Tesco petrol, etc. Cited venture having effective
operations throughout the globe and venture is planning to expand year by year. However, there
are many competitors but Tesco affecting the firm business upto quite an extent. This is just
because their retail supermarkets giving them a positive upfront as their petrol discount vouchers
increasing the sale of their both petrol and retail products. Cited venture has to consider the
situation and need to undertake efficient decisions so that their brand image and profits does not
get influenced (Sewdass and Du Toit, 2014). Cited organization need to have tie ups with
different retail or fast food outlets as with that they will be able to increase the sale of their
products and also they will get certain income from the outlets which have been tied up.
Moreover, employee's participation will play a crucial role as they have to tell the scheme to
customers so that they get understood what is conveyed to them and they accept the offer so
made.
Taking new steps will give firm a competence and will make them different when they
will be compared to their competitors. Satisfaction of customers also plays a crucial role and they
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have to consider this in order to achieve their mission and vision statement. Shell petrol station
has goodwill throughout the globe and venture should focus on increasing it.
CHANNELS WHICH ORGANIZATION CAN USE TO MAINTAIN THE
FLOW OF COMPETITIVE INTELLIGENCE
Shell petrol station need to understand the needs and demands of their buyers and should
first prioritize on giving them maximum satisfaction. Their satisfaction level differs from
customers to customer's as they have their own perception whether they have liked firm service
or not (Gilad, 2011). Distribution channels also plays a crucial role as Shell petrol station
majorly depend on Shell oil and gas. If petrol is not available then cited filling station will not be
able to supply petrol and this will pamper their brand image as well. Cited firm need to extract
oil and gas efficiently and should focus on expanding their operations so that their goals and
objectives are achieved efficiently and effectively (Minelli, Chambers and Dhiraj, 2012). Apart
from it, different offers and discount vouchers can be given to the customers which will make
them loyal customer base towards the venture. Further, by locating more of their petrol outlets at
remote areas will become center of attraction for people as they do not have to travel too long for
filling the petrol. This is an innovative concept and will lead towards increase in sale and
revenue for venture. Apart from it, different discount offers and coupons can be given to
customer's so that they can use them efficiently and get discount on particular deals accordingly.
Thus, competitive intelligence plays a crucial role which makes organization successful
and it will improve their productivity and efficiency upto certain level. Identifying the
competitor's policy and making better changes then that will help firm to stay raw in the dynamic
marketplace (Woods and Cortada, 2013). With this, cited firm will be able to improve their brand
image, productivity, turnover and lead to growth.
CONCLUSION
From the above description, it is clearly evident that competitive intelligence plays a
crucial role and manager of Shell petrol station has to implement such practice so that they get
competitive advantage over the other rivals who are existing in the same industry. This present
document showcases that mentioned organization has to focus on three important segments i.e.
competitors, employees and customers and their satisfaction will lead towards accomplishment
9

of mission and vision of firm. This report also depicts the different practices which are
implemented by the competitors which is giving Shell petrol station a tough competition.
Further, necessary recommendation has also been made which will improve organization
performance and their stated goals will be achieved within certain time period. This report also
depicts various strategies which organization can consider in order to boost the employees
morale.
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