FACULTY HOTEL MANAGEMENT AND TOURISM

UNIVERCITY TEKNOLOGI MARA PUNCAK ALAM

BACHELOR DEGREE CULINARY ARTS MANAGEMENT

(HM245)

INTRODUCTION TO MARKETING

(MKT410)

INDIVIDUAL ASSIGNMENT: MARKET MANAGEMENT ORIENTATION

PREPARED BY

MUHAMMAD FIKRI BIN HASNUL HADI

(2023696152)

PREPARED FOR

DR. ZATUL FAHANY BINTI HARUN

 CONTENT

Pages

 Introduction………………………………………………………………...1

 Product or service offered………………………………………………..2

 Marketing Management Orientation……………………………………3-4

 Conclusion…………………………………………………………………5

 Reference………………………………………………………………….6

 Appendices………………………………………………………………...6

 Rubric……………………………………………………………………...7-8
INTRODUCTION

The Shell Company was established in 1907 through the merger of the Royal Dutch Petroleum

Company of the Netherlands and The "Shell" Transport and Trading Company of the United

Kingdom. The combined company rapidly became the leading competitor of American Standard

Oil and by 1920 Shell was the largest producer of oil in the world. Shell engaged in a range of

energy-related businesses, such as petrochemicals, natural gas, and alternative energy

sources, as it continued to grow its operations globally. Shell faced additional difficulties in the

late 20th century, such as environmental issues, disputes over oil disasters, and human rights

violations. Shell's priorities in the twenty-first century have shifted to sustainability and the switch

to greener energy sources. The corporation has made investments in biofuels, electric vehicle

charging infrastructure, and renewable energy. Shell has set high standards for itself to lessen

its carbon footprint and adjust to the evolving energy market. The ability of a business to adjust

to shifting consumer tastes, strategically create goods and services, and forge long-lasting

bonds with its target market are the fundamental components of marketing management

orientation. The five main orientations—production, product, sales, market, and societal—have

historically served as a framework for companies attempting to negotiate the complexities of the

competitive environment. Finding a proper orientation within this paradigm may seem like a

departure from Shell's core skills, a company known for its global reach and reputation for

technological achievements. Peeling back the layers of this complexity is the goal of this

assignment. It will look at the distinct marketing management philosophies that a global

corporation such as Shell plc represents. We will identify the approaches and mindsets that

guide Shell's marketing initiatives and support its success in a market that is changing quickly

through in-depth research, case studies, and a critical assessment of industry trends.

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PRODUCT OR SERVICES OFFERED

The shell company product is highly based on lubricants and oils for various industries such as

agriculture, construction, fleet vehicles, manufacturing, metal, mining, marine, power industry,

and Industrial lubricants. For example, Shell Rimula is a heavy-duty diesel engine oil that is

suitable for agriculture equipment, mining and quarrying equipment, and fleet vehicles. The

other product is Shell Omala which focuses on gear oils, it can prolong the asset's life, prevent

breakdown, and increase the efficiency of the machinery. The most well-known product by the

customer is the fuel produced by Shell that become the foundation in terms of marketing and

company recognition from society. The example product is shell fuel save diesel, which is

shown to reduce fuel-related operating costs by 30% compared to the regular diesel used

before. In term of services, Shell provide a retail business at the petrol station by selling goods

for example deli2go pastry, canned drinks, and snacks. In other terms of services, Shell

company also doing a twinning program with other food and beverage companies such as

McDonald's, Subway, and Boost to offer their services at the petrol station.

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MARKETING MANAGEMENT ORIENTATION

Marketing Orientation

Shell company always tries to understand their customer's needs and wants. Shell company

solved this problem by giving a product that fits the criteria of the demand, where the demand

asks for fuels that minimize carbon footprint on the earth and with affordable price range with

beneficial effect. Within three years of research and development program and 100 - years'

worth of experience, with assistance from 120 Shell fuels scientists, the company managed to

create a suitable formula that can satisfy the majority of the demand. Shell Fuelsave 95 and V-

power 97, powered by Shell Dynaflex showed a good result on engine emission and fuel

consumption. Shell Dynaflex help lessen engine friction, where improved performance and fuel

efficiency with the benefit of cleaner inlet valves and fuel injector due to high-quality fuels.

Customer survey giving a satisfactory opinion about the product quality for the short term and

long term result. Shell company has proven successful as a result of marketing orientation.

Product Orientation

Shell Company dates back to the early 19th century, with a rich history and company vision

and mission for the long term. A shell company is well known for its top-notch quality products

and the company has been investing heavily in research and development to create innovation

that can exceed the industry so it can compete with other competitors. Shell Technology Centre

in Amsterdam, Netherlands has been doing extensive research to find a new solution source of

energy, which is much cleaner and greener energy that leaves less carbon footprint on this

earth. Amsterdam research has produced concrete that uses sulfur for stronger, greener roads,

a method for turning natural gas into liquids for products like transport fuel with reduced

emissions, and an improved chemical process for producing raw materials for commonplace

items like pillows and plastic bottles.

3
Societal Orientation

Shell Marketing strategies are involved with the environmental program which returns the

benefit to society because they are the leading company energy and fuel in this modern society

by setting a good example. Assuring that the packaging that is used for products is recyclable or

reusable, they aim to increase the percentage of recycled plastic in the packaging to 30% by

2030. The company facilities will use less fresh water overall. In locations where freshwater

supplies are under a lot of stress, the company started by cutting their freshwater use by 15%

by 2025 compared to 2018 levels. By boosting reuse and recycling in their supply chains and

business operations, the company hopes to achieve zero waste worldwide. In locations rich in

biodiversity, known as key habitats, the company shows that the new projects have an overall

positive influence on biodiversity. This will entail funding conservation efforts and implementing

measures to protect and, if feasible, improve regional habitats.

4
CONCLUSION

We traveled through the complex world of marketing management orientation within the

framework of Shell plc Company during this assignment. Although it has long been thought of

as a global energy giant that primarily focuses on the production, marketing, and exploration of

oil and gas products, our investigation has shown that there is more to marketing than meets

the eye. Shell plc doesn't just have a production-oriented mentality, even though the energy

industry is its primary business. Rather, it is the embodiment of a market orientation that is firmly

based on comprehending and adapting to the changing needs of the energy market. The

organization persistently allocates resources toward research, innovation, and market-driven

tactics to maintain its leading position in the worldwide energy domain. Their ability to adjust to

changing market trends, address environmental issues, and support renewable energy sources

are clear indications of this. In summary, Shell plc's marketing management orientation reflects

the company's commitment to the future in addition to being a strategic approach. Shell's model

encourages companies in all sectors to innovate, adapt, and, most importantly, put the needs of

their clients and society's welfare at the center of their business practices as the energy sector

continues to change.

5
REFERENCE

Company history. Shell Global. (n.d.-a).

[Link]

Shell Commercial Fuels Industrial Fuel Solutions. Shell Global. (n.d.-b).

[Link]

APPENDICES

Shell Rimula

Shell Omala

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 FACULTY OF BUSINESS AND MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

THE MARKETING MANAGEMENT ORIENTATION RUBRICS (20%)

COURSE NAME : INTRODUCTION TO

MARKETING COURSE CODE : MKT410

STUDENTS’ NAMES : MUHAMMAD FIKRI BIN HASNUL HADI

LECTURER’S NAME :
DR ZATUL FAHANY BINTI HARUN
PROGRAM :
Bachelor Degree Culinary Arts Management (HM245)
GROUP :

Criteria Marks Poor Moderate Satisfactory Good Excellent C P A Weighted Marks

Allocated Obtained (%)

Preliminary 5 1 mark 2 marks 3 marks 4 marks 5 marks

materials
(cover page, Poor Moderate Satisfactory Good Excellent
table of preliminary preliminary preliminary preliminary preliminary
content materials, materials, materials, materials, materials,
missing few fairly most all
most important important important important
important information information information information
information is provided is provided is provided is provided

Introduction 5 1 mark 2 marks 3 marks 4 marks 5 marks

Provide Provide Provide Provide good Provide

poor moderate satisfactory introduction, excellent
introductio introductio introduction, Good in introductio
n, most of n, few fairly highlighting n, Key
key key highlight key key elements elements
elements elements elements are
are not are excellently
highlighted highlighted highlighted

Product/ 5 1 mark 2 marks 3 marks 4 marks 5 marks

7
 service Poor Moderate Satisfactory Good Excellent
description of description description description of description of
the products of the of the the products the products or
or services products or products or or services services
offered by services services offered by the offered by the
the company offered by the offered by the company company
company company
Discussion 20 0 – 4 marks 5 – 8 marks 9 – 12 marks 13 – 16 marks 17 – 20 marks

on Provide poor Provide Provide Provide Provide

Marketing discussion on moderate satisfactory good excellent
Management the marketing discussion on discussion on discussion discussion on
Orientation management the marketing the marketing on the the marketing
philosophies management management marketing management
practiced by philosophies philosophies manageme philosophies
the company practiced by practiced by nt practiced by
the company the company philosophie the company
s practiced
by the
company

Conclusion 10 0-2 marks 3-4 marks 5-6 marks 7-8 marks 9-10 marks

Poor/unclear Moderate Satisfactory Good Excellent

conclusion conclusion on conclusion conclusion conclusion
on the the marketing on the on the on the
marketing management marketing marketing marketing
philosophies of management management
management management
the company philosophies philosophies
philosophies philosophies
of the of the
of the of the company
company company company

Writing style, 5 1 mark 2 marks 3 marks 4 marks 5 marks

spelling &
grammar Writing Sentences were Sentences Sentences Sentences
lacks somewhat were were correctly were well
sentence varied, and correctly constructed written and
variety and some were constructed and well- expressed
few inappropriate articulated
grammatical with minimal
errors grammatical
errors

Total 50 x2 x20%

8
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