shell refining company.docx

7/24/2019 Shell Refining Company.docx

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Submitted By :

Farooq Ashraf

104 (BBA (hons) 7 Evn)

Submitted To :

Sir Faa! Abbas

"niversity #f Edu$ation

%o&er 'a!! %ahore


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Contents

art 1

She!! efinin* +om,any -

+om,any Ba$.*round 4

/ision 4

'ission 4

#be$tives 4

va!ues 4

fun$tions4

rodu$t

Servi$es 7

She!! Station %o$ator 2

art 3

a.istan State #i! (S#)

+om,any Ba$.*round 10

/ision 10

'ission 10

#be$tive 11

rodu$t 13

Servi$es 1

art -

5ifferen$es 16

#vera!! 'ar.et Share 16

She!! Tar*et 'ar.et 17

She!! a.istan %imited in numbers 17

S# Tar*et 'ar.et 12

a.istan State oi! in numbers 12

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o& #,eration S,ort in Business Strate*y 1

Shell Refining Company

%et8s Bui!d a Better Ener*y Future999

%et8s o

Company Background



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The Shell Refining Company (Federation of Malaya) Berhad (the Company) was formed in

1960 and is a p!li" listed "ompany with #9$ p!li" parti"ipation% &t operates with state'of'the'artte"hnology and is the ey spplier to Shells *il +rod"ts !sinesses in Malaysia%

Our Vision

To be the To, erformin* and 'ost Admired efinery in Asia

Our Mission

To $ontinuous!y de!iver shareho!der va!ue by:

Manfa"tring and spplying oil prod"ts and ser,i"es that satisfy the needs of or "stomers

Constantly a"hie,ing operational e-"ellen"e

Cond"ting or !siness in a safe. en,ironmentally sstaina!le and e"onomi"ally optimm

manner

/mploying a di,erse. inno,ati,e and reslts'oriented team moti,ated to deli,er e-"ellen"e

Our Objectives

;e are $ommitted to de!iver sustainab!e e


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5!ri"ants

Bsiness to Bsiness 7,iation

Spply 2istri!tion

4lo!al Fn"tions ' Finan"e. Corporate. 5egal. 3man Resor"es

Products

Shell Super

Shell Super Unleaded is formulated to help give you more mileage over time So

ne!t time you fuel up" try Shell Super to help you go further

#S$ %#igh Speed $iesel& Shell #igh Speed $iesel for 'est Speed

#OBC %#igh Octane Blending Component&

Shell #igh Octane Blending Component for lu!ury and high performance vehicles

Oils and Lubricants

Shell (u'ricants has a )*+year history of innovation ,ith some of the ,orld-s top

manufacturers choosing Shell-s range of products for all their oil and lu'ricant

needs .hatever your re/uirement or application" Shell can provide a full range

of lu'ricants including synthetic high+performance products See ho, our

superior oils and lu'ricants ,ork to clean and protect your engine" helping to

improve its performance and prolonging its life



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Lubricantsfor Cars

Shell #eli! is at the cutting edge of technology 1ts ctive Cleansing echnology

%C& is formulated to clean as it protects the engine" helping to prevent the

'uild+up of dirt and aiming for a smoother" more responsive drive

Lubricantsfor otorcycles

The te"hni"al partnership !etween Shell and the "hampionship'winning 2"ati Motogp team ensres

we mae inno,ati,e de"isions !a"ed !y tre motor"y"le ra"ing e-pertise% 7s motor"y"le e-perts. we

now that when yor !ie is in pea "ondition it offers yo a high degree of relia!ility and enhan"ed

"ontrol. gi,ing yo an en8oya!le ride at all times% The RC/ te"hnology that we ha,e de,eloped for

Shell 7d,an"e helps enhan"e ea"h of these aspe"ts of yor !ie%

(u'ricants for rucks and heavy+dutyvehicles your 'usiness depend on your machinery ,orking



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relia'ly and e6ciently his is ,hy our scientists developed Shell 7imula heavy+

duty diesel engine oils" designed to protect your engine" helping you lo,er

maintenance and fuel costs and increase relia'ility 8 so that you can keep your

vehicle and 'usiness running

Services

Shell Card Services

9uel Cards for Business

#o,ever large or small your :eet might 'e" and ,hether you operate locally or

across 'orders" ;oin millions of customers ,orld,ide ,ho already take advantage

of more than 0* years of Shell fuel card e!pertise

+ars =/ans Business Fue! +ardsorn a fleet of "ars and ,ans. "hoose the Shell fel "ard to tae ad,antage of Shell:s networ.

ality and e-pertise%

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Tru$.s And +oa$hes Business Fue! +ards

She!! Station %o$ator

*r Station 5o"ator allows yo to find yor nearest Shell ser,i"e station% o "an e,en sear"h !y fel

type and ser,i"es in"lding Sele"t stores. "ar wash. 7TM and more%

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a.istan State #i!roud to Serve the >ation

+om,any Ba$.*round

The "reation of +aistan State *il (+S*) "an !e tra"ed !a" to the year 19;#. when on

ational *il (+>*) and 2awood

+etrolem 5imited (2+5) as +remiere *il Company 5imited (+*C5)%

Soon after that. on ?rd


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7fter +S*:s in"eption. the "orporate "ltre nderwent a "omprehensi,e renewal program whi"h was

flly implemented in @00#% This program o,er the years in"lded the re,amping of the organiational

ar"hite"tre. rationaliation of staff. employee empowerment and transparen"y in de"ision maing

throgh "ross fn"tional teams% This new "orporate renewal program has di,ided the "ompany:sma8or operations into independent a"ti,ities spported !y legal. finan"ial. informati,e and other

ser,i"es% &n order to reinfor"e and monitor this str"tral "hange. related "he" and !alan"es ha,e

!een esta!lished !y in"orporating monitoring and "ontrol systems% 3man Resor"e 2e,elopment

!e"ame one of the main priorities on the "ompany:s agenda nder this "orporate reform

/ision

To e


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e !elie,e that e-"ellen"e in or "ore a"ti,ities emerges from a passion for satisfying or

"stomers needs in terms of total ality management% *r foremost goal is to retain or "orporate

leadership%

+ohesiveness

e endea,or to a"hie,e higher "olle"ti,e and indi,idal goals throgh team% This is in"l"ated in the

organiation throgh effe"ti,e "ommni"ation%

es,e$t

e are an /al *pportnity /mployer attra"ting and re"riting the finest people from arond the

"ontry% e ,ale "ontri!tion of indi,idals and teams% &ndi,idal "ontri!tions are re"ognied

throgh or reward and re"ognition program%

nte*rity

e phold or ,ales and Bsiness /thi"s prin"iples in e,ery a"tion and de"ision% +rofessional and

personal honesty. dedi"ation and "ommitment are the landmars of or s""ess% *pen and transparent

!siness pra"ti"es are !ased on ethi"al ,ales and respe"t for employees. "ommnities and the

en,ironment%

nnovation

e are "ommitted to "ontinos impro,ement. !oth in >ew +rod"t and +ro"esses as well as thosee-isting already% e en"orage Creati,e &deas from all staeholders%

+or,orate es,onsibi!ity

e promote 3ealth. Safety and /n,ironment "ltre !oth internally and e-ternally% e emphasie on

Commnity 2e,elopment and aspire to mae so"iety a !etter pla"e to li,e in%

rodu$ts

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E'E % AS#%>E

+remier D5 "ontains a proprietary mlti fn"tional detergent additi,e pa"age. whi"h effe"ti,ely

"leans p deposits form fel in8e"tors. "ar!retors and intae ,al,es% This reslts in impro,ed felflow in the engine. whi"h in trn !oosts "om!stion effi"ien"y%

S# EE> % %"S 5ESE%

+S* 4reen D5 pls 2iesel is a differentiated diesel prod"t% 4reen D5 2iesel has a spe"ial additi,e

E4reen!rg: whi"h has 2iesel Fel 7dditi,e and Com!stion &mpro,er Te"hnology% &t helps in

eeping the engine "lean and the en,ironment green%

#B+

+aistan State *il 3igh *"tane Blending Component for l-ry and high performan"e ,ehi"les

aseous Fue!s

+>:

+S* was the first *il Mareting Company to "ommission C>4 fa"ility% *,er the years. +S* ha,e

"ome a long way with dedi"ated and sin"ere efforts and today we ha,e @A? +S* C>4 stations in

operations in more than ?# "ities and town a"ross +aistan% +S* is "ontinosly stri,ing to ser,e its

"stomers%

%:

+S* has !een into the 5+4 !siness sin"e 191. sin"e then the "ompany has e,ol,ed itself as an

important player in the 5+4 domain% From hm!le !eginnings in the early 190s +S* now flfills ama8or "hn of the 5+4 demand nationwide withot any "ompromise in ality%



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#i!= %ubri$ants

/,er sin"e its e-isten"e. +aistan State *il Co% 5td% has !een playing a leading role in the oil indstry

of the "ontry% Rond'the'"lo". ninterrpted oil spplies. all the way from Gara"hi to Ghy!er.

throgh an integrated networ of oil terminals and storage depots has !een +S*s hallmar% Besides

selling Mogas. Frna"e *il. 2iesel. Gerosene.


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Automati$ Transmission F!uids

Bra.e F!uids

S# ndustria! %ubri$ants = reases

ydrau!i$ #i!

+S* 3ygrol are readily a,aila!le in ten ,is"osity ,ersions to sit the am!ient operating temperatre

reirement as well as the type and design of hydrali" pmp and the operating pressre reirement

of the system in,ol,ed%

reases

7 range of high ality lithim thi"ened mineral oil greases sita!le for !all and roller !earingl!ri"ation% They "ontain o-idation and "orrosion inhi!itors% +S* 7lpha /+ greases also "ontain

e-treme pressre additi,es%!n

#thers #i!s

&ndstrial 4ear *ils

4as /ngine *ils

Marine *ils

Tr!ine *il

Compressor *ils

Thermal *ils

Refrigeration *ils

Transformer *ils

Metal oring Flids

Spindle *ils



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4eneral +rpose Ma"hinery

Cylinder *ils

Servi$es

S# S'S A!ert Servi$e

Being a "stomer "entri" "ompany. +aistan State *il is prod to introd"e its new SMS 7lert

Ser,i"e for its Fleet. Corporate and Commer"ial "ard "stomers% This ser,i"e shall ena!le s!s"ri!ed

"stomers to stay pdated on their fel "onsmption throgh instant SMS 7lerts on their s!s"ri!ed

mo!ile phone after ea"h transa"tion% >ow "stomers "an eep a tra" of their fel

transa"tionsHa""ont a"ti,ity rond the "lo"%

S# F!eet = +or,orate +ards

S# F!eet +ard

The +S* Fleet Card is a ,ehi"le spe"ifi" "ard that ena!les "stomers to tra" the "onsmption of ea"h

,ehi"le in the fleet% The ,ehi"le registration nm!er and the ,ehi"le "ategory are em!ossed on the

Fleet Card ena!ling Fleet Managers to tra" the pr"hases of ea"h ,ehi"le. e"onomie fel e-penses

and manage the fleet effe"ti,ely%

S# +or,orate +ard

The +S* Corporate Card is an employee'spe"ifi" "ard with a pre'appro,ed "redit limit% &t is pro,ided

!y the employer and has the employer and employees: name em!ossed on it for effe"ti,e management

and "ontrol% &t helps tra" indi,idal e-penditre and may!e sed for indi,idal or !l "onsmption%

Corporate Cards e-"eeding A00 liters in "onsmption are treated as a Bl Card (most freented in

generator fel pr"hases)%

S# Smart +ommer$ia! +ard

The +S* Commer"ial Card is designed to "omplement an organiation:s "ommer"ial felling

reirements. ena!ling it to "laim inpt of Sales Ta- from the FBR ,ia issan"e of a 4ST &n,oi"e%

The Commer"ial Cards is issed in the organiation:s name and it "an !e sed for the pr"hase of

+remier D5. 2iesel. 3i'*"tane and /thanol'10%

rivi!e*e %oya!ty +ard



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+S* prodly introd"es the +S* +ri,ilege 5oyalty CardI This nie +&>'!ased. step'p

mileage "ard ena!les the "stomers to earn and redeem loyalty points at any +S* stationsI

Strate*i$ A!!ian$es

+S* and JB5 present +aistan:s first 7to Credit Card K +S* JB5 7to Credit Card.

offering high ,ale in"enti,es and dis"onts on fel and atomo!ile related prod"ts%

5ifferen$es

She!! a.istan %imited vs9 a.istan State #i!

n a.istan

#vera!!

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'ar.et Share

5istribution

Tar*et 'ar.et

Shell Refining Company goes for mass mareting !e"ase its distri!tors were ,ery e-tensi,e%

&nternationally its prod"t is goes into &nternational Maret%

She!! a.istan %imited in numbers

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Tar*et 'ar.et

+aistan State *il goes for mass mareting !e"ase its distri!tors were ,ery e-tensi,e%

a.istan State #i! (S#)? in >umbers

7 !rief o,er,iew of ea"h of +S*:s !siness fa"ets is presented !elow

'ar.etin* = 5istribution

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+S* possesses the largest distri!tion networ in the "ontry "omprising of -?74

otlets ot of whi"h -?6otlets ser,e the Retail se"tor and 12otlets ser,e or !l "stomers%

*t of the total of -?74otlets. 1?726Retail and 167Consmer Bsiness otlets ha,e !een pgraded

with the most p'to'date fa"ilities as per the ,isaliation of the >ew Lision Retail +rogrammed% +S*also operates @6 "ompany'owned and "ompany'operated (Co'Co) sites ser,ing the retail se"tor% Co'

Co sites are flagship stations whi"h "om!ine high le,els of sper,ision and top ality prod"ts to

maintain the highest le,el of effi"ien"y. ser,i"e and "stomer "are% These sites a"t as !en"hmar for

all other retail otlets% &n addition to retail "stomers more than 3?000indstrial nits. !siness

hoses. power plants and airlines are !eing feled !y +S*%

A$quisition of rodu$ts:

The atomoti,e se"tor is the main "onsmer of Motor 4asoline (Mogas) and 3igh Speed

2iesel (3S2) whereas Frna"e *il (F*) is mared for power plant sage% To meet the spply defi"it

of the "ontry. +S* imports Mogas. 3S2.


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limited% &n +aistan ;0 filling station a"ross the "ontry in different areas% Shell +aistan limited

@nd largest oil refining "ompany in +aistan%

S#: +S* 8st operate in +aistan +S* is a largest oil refining "ompany in +aistan% +S*possesses the largest distri!tion networ in the "ontry "omprising of ?.;A# otlets ot of whi"h

?.A6A otlets ser,e the Retail se"tor and 19 otlets ser,e or !l "stomers%

rodu$t Strate*ies

She!!: Shell ha,e only @0 $ Share in wet sto" (Shell Sper. 3S2. 3*BC)% Be"ase of limitedfilling station in +aistan %Bt #A $ Maret share in organied 5!e Se"tor% Shell pro,ides ality

prod"ts and "ostmers trst on their prod"ts%

S#:+S* ha,e large 61$ maret share in +aistan !e"ase of their easy and assessa!le fillingstation and +S* also pro,ide ser,i"es and fel in different go,t% se"tors lie +aistan air for"e

+aistan army et"% Bt in l!e they ha,e only ?A $ maret share !e"ase +S* is steadily progressing

in the field of l!ri"ants%

esear$h =5eve!o,ment Strate*ies

She!!: Shell ha,e largest maret share in +aistan l!e se"tor !e"ase of their ality prod"t and,erity of prod"t% Shell pro,ide !est prod"t on the !asis of resear"h and e-perien"es%

S#:+S* also start wor on resear"h and de,elopment they gi,e ality prod"t in low "ost% +S*also "atering to a nm!er of se"tors in"lding atomoti,e. 3i'street and indstrial "onsmers throgh

the pro,ision of ,arios prod"ts

ri$e = ua!ity Strate*ies

She!!: Shell "ompetes in maret on the !asis of ality !t they "harge high pri"e% 5oyal"ostmers preferred their prod"ts !t a !ig share don:t want to pr"hase their prod"ts%

S#:+S* "ompetes in maret on the !asis of low pri"e% They start resear"h and inno,ation inprod"t and also pro,ide ality prod"t in low pri"e they in"rease their maret share in other se"tor%

5ie "omi"al l!es se"tor%

romotion Strate*ies:

She!!: Shell +aistan 5imited in,ested large amont on promotions and ad,ertisement with differentideas% 7nd Shell +aistan 5imited is sing effe"ti,e mean for the promotion of its prod"ts%

The ne& She!! e!i< 'otor #i!s %E# +o!!e$tion:

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This ,ery effe"ti,e promotioninthis promotion "ompany not only target "stomers also target their

family spe"ially their "hildren:s%

S#: +S* mostly depend on their large networ they in,est minor "ost on their ad,ertisement

%"BE SA%ES 'E%A

The *!8e"ti,es of 5!e Sales Mela were to

+romote +S* 7tomoti,e 5!ri"ant:s Brands

4enerate trials of +S* 5!ri"ants

&n"rease sales of l!ri"ants at Retail *tlet fore"orts

Environmenta! Fa$tor



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nterna!

Stren*th:She!!:

'ain fo$us of or*aniation to in$rease their $ustomers9

'an*ers use ,arti$i,ative a,,roa$h

They $are about hy*ieni$ fa$tor

n$entives Based ,o!i$es to motivatin* em,!oyees

Their em,!oyees are hi*h!y motivate and train

S#: 9%eadin* ub!i$ Se$tor +om,any of a.istan? S# has been drivin* the &hee!s of

the nationa! e$onomy and is the first ,ub!i$ $om,any to ,ass the 1 Tri!!ion ru,ee

revenue mar.9

The +om,any ,ossesses the $ountry8s !ar*est stora*e $a,a$ity re,resentin* maority

of the nations tota! stora*e $a,a$ity9

S# ,ossesses the !ar*est distribution net&or. in the $ountry $om,risin* of -00G

out!ets

e!ations &ith *overnment is one of the *reatest stren*ths of S# in order to *et

!e*a! ,rote$tion

;ea.nesses:

She!!:

They are not offerin* any ,a$.a*e to their re*u!ar $ustomers

They *ive >o !imit to their dea!ers

They dea! in $ash on!y and suffer shorted of sto$. on sites9

S#:

%ost = 5issatisfied $ustomers are maor &ea.ness of S# as they are $ausin* the

,er$e,tion of ineffi$ient S#

#!d retai! out!ets are maor &ea.ness for S# as they are not enou*h $a,ab!e to

$om,ete the She!! out!ets

ua!ity assuran$e is not so effe$tive to bui!d ima*e of Hua!ity and uantityI



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Environmenta! Fa$tor

E as &e!! as etro! um,s in rura! area in

a.istan

S#:

E


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