Shell: Company Strengths And Competitive Advantages

Competitive Advantage

In order for a company to gain and maintain a competitive edge the confidence in their product, employees, brand and work ethic needs to be established and shown to the consumers/customers. Before the public is able to distinguish and provide some sort of loyalty to the company one needs to make sure the employees carry this characteristic(confidence). Former Chief Executive Officer of Shell Stations , Peter Voser, states “ We are delivering a strategy that others can’t easily repeat, with unique skills in technology and integration and a worldwide set of opportunities for new investment”, this is a direct statement highlighting the way in which shell maintains a competitive edge. The fact that it is an international brand also shows its successfulness because in order for any company to even consider globalization there must be a large sum of profit returns or even potential profit returns . Shell provides quality service and maintain a loyal customer base by the use of their identity( the yellow and red shell) because customers are able to associate their quality and services with the brand . Being a 111 year old business one can say the company has been extremely innovative, successful and creative over the years in keeping their loyal customer base , it must be commended that the company is able to move with the times while staying true to their brand . Shell maintains a competitive advantage through service speed , friendliness and pricing ( them