Royal Dutch Shell Plc: The Competitive Strategies



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Code : COM0092

Year :
2005

Industry : Oil and Natural Gas

Region : Netherlands

Teaching Note:Not Available

Structured Assignment :Not Available

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Abstract: In mid-2005, Royal Dutch / Shell Group, the world's third largest oil company, has undergone a massive restructuring. For nearly a century, Royal Dutch / Shell was one of the most renowned companies of the world, for its long-term planning, technical capabilities and collegial management style. Shell was once viewed as a textbook case of a multinational behemoth, with far-flung operations, Anglo-Dutch heritage and a twin board structure. Its old corporate slogan, 'You can be sure of Shell', seemed a mere statement of fact. But the waters changed from the mid-1990s. First, the company has faced agitations from environmentalists and human rights activists. During the consolidation phase, its competitors seized the lead and grew bigger. In 2004, the company was embroiled in an oil reserves reporting scandal. All these perils were analysed to be the upshot of the once hailed twin board structure. As a result, in 2005 the company was restructured and was rechristened as Royal Dutch Shell Plc.

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Pedagogical Objectives:

  • To understand the nature and intensity of the recent troubles of the company
  • To discuss how the company tried to tide over such trying times and are the sustainability of those strategies.


    Keywords : Royal Dutch / Shell Group; Royal Dutch Shell Plc.; Shell transport and trading; Royal Dutch Petroleum; Competitive Strategies Case Study; Exxon-Mobile; British Petroleum (BP); Oil and natural gas; Oil and gas exploration and production; Corporate governance at Shell; Reserve reporting scandal at Shell; Competitive strategies of Shell; Restructuring at Shell

    Contents :
    Royal Dutch/Shell Group: The Formation
    Growing Challenges and Competitive Strategies


    Case Introduction >>


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