1. Contents
Industry Overview ................................................................... 1
Royal Dutch Shell ................................................................... 4
Consumer Segmentation ...................................................... 10
Stakeholders Analysis)................. 14
COMPETITORS ................................................................... 19
Competitive Advantage ............... 24
(Value Chain) ................................. 26
2 ...................................... 32
: Reference Scenario ............................... 32
: 450 Scenario........................................... 36
Shell Scenario....................................................................... 41
- Scramble ............................................................................ 51
- Blueprints............................................................................ 57
Royal Dutch/Shell ........................ 67
Strategies.............................................................................. 71
References ........................................................................... 73

2. Industry Overview
Graph 1 :World Consumption (million tonnes oil
equivalent)
Page | 1

3. BP Statistical Review of World Energy June 2011. bp.com/statisticalreview
Page | 2

4. David W. Crain, Using value-chain analysis to discover customers' strategic
needs
Supermajors
Saudi
Aramco Exxon Mobil, ConocoPhillips,
Chevron, Royal Dutch Shell PLC, BP PLC Total SA
6
Value chain
Segment
Page | 3

5. Peak Oil
Peak Oil
Royal Dutch Shell
Overview
Royal Dutch/Shell Group
Royal Dutch Petroleum Company
Shell Transport and Trading Company,
p.l.c.
BP
Page | 4

6. the Razen
--
(LNG)
Upstream
Upstream Upstream
Americas Upstream
International
Page | 5

7. Downstream
LPG)
B2B
CO2
CO2 Shell Trading
Page | 6

8. Projects and Technology
Port
Arthur Texas, USA
,
tank
Page | 7

9. V-
Power
FuelSave
%
Page | 8

10. LPG)
Cosan Ra
Zen
Page | 9

11. Consumer Segmentation
1
39%
5% 1990 2005
2005 21%
,
19%
1990 2005
72% 2005
59%
Page | 10

12. 57% 1990 2005
2005 59%
73%
1990 2005
,
50%
87%
66%
Page | 11

13. 72%
61%
2
Page | 12

14. 2020 1998 28%
(CEER)
10%
Page | 13

15. :
2004
2030 62 –
222 Mtoe
2010-2015
2004-2030
Stakeholders Analysis)
Shareholders
Page | 14

16. Employee
Suppliers
Page | 15

17. Core
value
Core
value
Customers
‘
CO
,
Local Communities
Page | 16

18. Priority Strategies
Position Interest Strategies
Supporters
- Sharehol - HRM
ders -
-
- Employe
suppliers
e
- Supplier
s
Neutrals
- Custome -
rs
- Govern
ment
Page | 17

19. - ,
Opponents
- Local -
Commun -
ity
- NGOs -
- Other
Compan
y
Page | 18

20. COMPETITORS
Direct Competitors
1. Exxon Mobil Corporation
Page | 19

21. ,
2 Fortune Global
2
2. Sinopec Group
China Petroleum & Chemical Corporation
("Sinopec
Fortune
Global 500 xu
2012
3. BP
Page | 20

22. 4. ConocoPhillips
9 Forbes
Global
ConocoPhillips Conoco,
ConocoPhillips
Conoco
5. Chevron Corporation
100
2548
Human Resource
Page | 21

23. Indirect Competitor
1. General Electronic
Schenectady, New York
GE
2. Sharp Corporation
Tuvalu Electric Company)
Pacific Power Association Kansai Electric
Pacific 252
3. Siemens
Page | 22

24. Shell
600000
)
500000
400000
:
300000
200000
100000
0
Shell
Page | 23

25. Competitive Advantage
Royal Dutch
Technology Leadership)
Pearl GTL)
GTL
Gas to Liquid
Page | 24

26. (Partnership)
DKSH (Thailand)
Limited
5
(Customer Excellence)
(Marketing Activity) 2
Shell Helix Supercars Shell Helix Crystal Car
Page | 25

27. (Value Chain)
1. (Primary Activities)
1.1 Inbound Logistics
-
Strengths Weakness
- -
1.2 Operations
-
-
- The floating LNG (FLNG)
LNG tanks
Strengths Weakness
- -
-
1.3 Outbound Logistics
Page | 26

28. - LNG
- Low Sulfur Diesel Ultra Low Sulfur
Diesel
-
-
Strengths Weakness
- -
downstream
1.4 Marketing and Sales
-
Shell V-Power
- Shell Trading
- Shell Helix Supercars Ferrari
Formula One
Page | 27

29. Proud Drivers choose Shell Helix
- Shell Helix Crystal Car
Performance you can see
- Shell Eco-marathon
- Loyalty Card, Shell V-Power Club
Strengths Weakness
- -
1.5 Services
- Shell Fuel Card Shell Card
- Shell credit cards
- Shell Car Wash
- Shell Motorist app
Strengths Weakness
- Fuel -
Card B2B
Page | 28

30. (Support Activities)
2.1 Firm Infrastructure
-
-
- Life-Saving Rules
-
Strengths Weakness
- -
outsource
2.2 Human Resource Management
Page | 29

31. - outsource IT,
Accenture IBM, Logica and
Wipro
-
- The Shell People Survey
Strengths Weakness
- outsource - HRM
-
2.3 TechnologyDevelopment
-
s
- Projects Technology
- Lean
- oil-recovery methods
Page | 30

32. Strengths Weakness
- -
-
Value Chain
-
2.4 Procurement
- Shell
-
(LNG)
-
Bitumen
(LNG) Conventional Oil
Unconventional Oil
Strengths Weakness
- -
Biofuels
Page | 31

33. -
-
-
2
(International Energy Agency : IEA)
(World Energy Outlook 2009)
20 ( . . 2030) 2
1) Reference Scenario
2) 450 Scenario
450
(CO2) 450 ppm
20 C
: Reference Scenario
2030 40%
Page | 32

34. 12,000 (Mtoe) 2007
16,800 Mtoe 2030
2
2.5% 2030
20
34% 30% 2030
1%
85 2008 105
2030
2.5% 2007
8.6% 2030
16% 14%
Page | 33

35. 2-3
2030 26
1.1
(1.4% GDP )
IEA
(non-OECD)
CO2
CO2 OECD
non-OECD
CO2 52%
1890
42%
6o C
Page | 34

36. Reference Scenario
OECD 20
non-OECD
2030 115
2025
IEA
1,500
Page | 35

37. 1 5
(Sub- Saharan Africa)
: 450 Scenario
2o C
/
CO2
450 Scenario
Reference Scenario
Page | 36

38. 450 Scenario
(End-Use)
CO2 2030
Reference
Scenario 2030
CO2
(Carbon Capture and Storage: CCS)
10%
2030 Reference
Scenario 2030
70%
Reference Scenario
2030
40% 90% Reference Scenario
30% Plug-in
Hybrid
10.5
Page | 37

39. 450 ppm
2010-2030
(Clean Development Mechanism: CDM)
(International Funding Pools)
‘ ’
2010
1.5%
2030
21.2% 20
Page | 38

40. 2020
Non-OECD
2030
IEA
600
( 55% )
2030
Unconventional
Gas
Resources
3
Page | 39

41. 12% 2007 15% 2030
-
‘ ’
10
Reference Scenario
2007-2030
76% 2.5%
450 Scenario
Page | 40

42. 2.1%
1%
20 Reference Scenario
1.1
450 Scenario
3.9
Shell Scenario
Shell
Scramble –
Page | 41

43. Blueprints –
Shell
Blueprints
Energy Development
Blueprint
Page | 42

44. Blueprint
Scramble
Global demand
OECD
Page | 43
World- Total Primary Energy

45. CAFE
SUVs
OECD (
Non-OECD )
Non-OECD
OECD
Non-OECD
OECD
OECD
Page | 44

46. World-Total Primary Energy Supply
2
OPEC
OPEC
5
Page | 45

47. Unconventional Oil
Natural Gas Liquids
5 6 10
Global Oil Supply Growth
10 12
10-15%
10
Page | 46

48. OPEC
OPEC
OPEC
10
OPEC
2
100
Page | 47

49. 13 400
“Scramble”
“Blueprints : EJ
Scramble 2000 2010 2020 2030 2040 2050
EJ EJ EJ EJ EJ EJ
Oil 147 35 176 33 186 29 179 24 160 20 141 16
% % % % % %
Gas 88 21 110 21 133 20 134 18 124 15 108 12
% % % % % %
Coal 97 23 144 27 199 31 210 29 246 30 263 30
% % % % % %
Nuclear 28 7% 31 6% 34 5% 36 5% 38 5% 43 5%
Biomass 44 11 48 9% 59 9% 92 13 106 13 131 15
% % % %
Solar 0 0% 0 0% 2 0% 26 4% 62 8% 94 11
%
Wind 0 0% 2 0% 9 1% 18 2% 27 3% 36 4%
Other 13 3% 19 4% 28 4% 38 5% 51 6% 65 7%
Renewables
Total primary 417 100 530 100 650 100 733 100 814 100 881 100
energy % % % % % %
Page | 48

50. Blueprint 2000 2010 2020 2030 2040 2050
EJ EJ EJ EJ EJ EJ
Oil 147 35 177 34 191 30 192 28 187 25 157 20
% % % % % %
Gas 88 21 109 21 139 22 143 21 135 18 122 16
% % % % % %
Coal 97 23 137 26 172 27 186 27 202 27 208 27
% % % % % %
Nuclear 28 7% 30 6% 30 5% 34 5% 41 6% 50 7%
Biomass 44 11 50 10 52 8% 59 9% 54 7% 57 7%
% %
Solar 0 0% 1 0% 7 1% 22 3% 42 6% 74 10
%
Wind 0 0% 1 0% 9 1% 17 2% 28 4% 39 5%
Other 13 3% 18 3% 29 5% 40 6% 50 7% 62 8%
Renewables
Total primary 417 100 5 100 6 100 100 100 100
energy % % % % % %
scenarios
Scramble Blueprints
Blueprints
Scramble %
Page | 49

51. Blueprints
Scramble
Blueprints
Blueprints
“ Blueprints
”
Page | 50

52. Scramble
Scramble
Page | 51

53. Page | 52

54. Scramble
2030
90%
Page | 53

55. Scramble
%
Page | 54

56. Page | 55

57. %
Page | 56

58. Blueprints
1.
Blueprints
Blueprints
Page | 57

59. CO , Blueprints
Blueprints
CO
Page | 58

60. CAFE:
Corporate Average Fuel Economy
54.5
2025
EU Emissions Trading Scheme (EU ETS)
(EU ETS)
Page | 59

61. . .
Page | 60

62. 3.
Blueprints
Page | 61

63. 4 Blueprints
Blueprints
OECD
Page | 62

64. Non-OECD CCS
Blueprints
C-
Page | 63

65. CO
CO
Blueprints
Page | 64

66. CO2
Blueprints
Page | 65

67. CO
CO
Blueprints
Page | 66

68. CO
ppm
Royal Dutch/Shell
1.
Market Share Shell
Market Share
Page | 67

69. Market
Share
-
Shell
2. Shell
CO2
- Blueprints
-
CO2
Page | 68

70. CO2
CO2
,
- Scramble
CO2
CO2
3. Shell
Page | 69

71. Shell
Sinopec
China
National
Petroleum
4.
NGOs
- Blueprints
CO2
CSR
Page | 70

72. - Scramble
CO2
Strategies
Value Chain
Page | 71

73. Blueprint
Page | 72

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