Bp Global Marketing Strategy

In: Business and Management

Submitted By critchfieldaaron
Words 1521
Pages 7
Image creation-BP is in the mature stage of its life cycle, has been involved in multiple mishaps over the years. They have lost focus of their duty to the environment, the public, and its shareholders.

1) SWOT analysis

Strengths-they have alot of money that can be reinvested in enhancing/repairing their image and focusing on the environment, their connections (with the British government and Navy), alternative energy (wind, solar, biofuels), infrastructure, carbon footprint toolkit, they were the first energy company to acknowledge global warming/environmental awareness

Weaknesses-image, oil spills, poor ethics (price gouging,wire/mail fraud, etc.)

Opportunities-technological opportunities (alternative energies, improved drilling capabilities, jumping onto the environmentally sustainable movement-and is also a threat to their original business model)

Threats-politics (policies/regulations), economics (supply and demand fluctuation, improved commodities markets), competition, natural disasters

2) Problem Analysis (this should be clear and to the point-a few sentences is all that is necessary): Their image is tarnished, so they are concentrating on rebuilding this. They started this process by changing their name from British Petroleum to simply BP (Beyond Petroleum-suggesting that they will focus their efforts on multiple energy sources).

Why is their image tarnished? What led to this occurring? What measures have they taken to address this issue?

3) Develop strategic alternatives to solve the problem (BP has already addressed some of this, but there are flaws in some of the changes they have implemented) * reinvest money into pipeline maintenance and infrastructure (original) * have contingency plans (expand later) * Implement more effective ethics plans * Focus on hiring processes * Focus on training process to…...

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