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Submitted to
Submitted By
Kochhoper Deem
Group Members
Sabrina Awal
Upoma
Md. Shamsul
Arafin
Syeda Shotorupa
Zafar
ID: 151 2772 660
Letter of Transmittal:
14 August 2015
Dear Sir,
This is our sincerely pleasure in submitting term paper on ConocoPhillips as was the
term paper requirement of the Marketing Management course for MBA program this
Summer 2015 in North South University.
We tried utmost to make and let it look like a professional one through some practical
analysis and research. Any shortcomings are expected to have a kind view for our
encouragement. Thank you for your sincere & honest try and help us to make the paper
a successful one.
Our efforts will be valued; if this term paper serves the purpose for what its been
assigned.
Sincerely Yours,
Sabrina Awal Upoma:
________________________
________________________
________________________
Acknowledgement:
At first, we would like to express our gratitude to almighty ALLAH who has given us the
opportunity to go through the total process of Marketing Management and to write a
paper in this regard.
The term paper on ConocoPhillips in light of the course Marketing Management (BUS620) results from considerable intellectual and moral support given by our honorable
course instructor, Professor Dr. M. Mahmodul Hasan, Faculty EMBA/ MBA
Program, North South University. Over the last three months, he has been our guide
from whom we got the inspiration and guidance to learn Marketing Management. We
strongly believe works like this one will surely help us to develop & make us better
adapted as well as capable to cope with the issues & practical exposures in this field as
well as to the whole of the legislative tools that are being extensively exploited in todays
world.
Finally we want to thank each other. As without the team effort the work may not
happen. Each and every member tries to give their best effort to finish the report as per
guidelines.
Executive Summary:
ConocoPhillips Co. is an American multinational energy corporation with its
headquarters located in the Energy Corridor district of Houston, Texas in the United
States. It is the worlds largest independent exploration and production company, based
on proved reserves and production of liquids and natural gas. They explore for, develop,
and produce crude oil and natural gas globally. A commitment to safety, operating
excellence and environmental stewardship guide our operations.
The company strategy, at the core, is based on a diversified approach to the business
one that does not rely or depend on any particular product type, geology or geography.
Their diversified portfolio has helped them continue operating long-term business
without the need to react to short-term market volatility. They run their business under
a set of guiding principles that are called their SPIRIT Values.
ConocoPhillips has big brand name and strong market position, high level marketing,
approximately 17000 employees worldwide, largest Exploration and Production
(Upstream) company. But the cost of environmental hazards, declining oil reserves and
production, pollution and increasing cost and complexities of new exploration and
production projects are the biggest weaknesses of this industry.
Yet immense opportunities of increasing natural gas market, more oil well discoveries,
increasing demand for gas and refined products are on the line.
Perhaps, Government regulations, pollution guidelines, high labor costs and hybrid cars
not using Fuel can be giant threats to this industry.
ConocoPhillips is the simultaneous pursuit of differentiation and low cost. The main
head to head competition is with Chevron. The aim of ConocoPhillips is not to outperform the competition in the existing industry, but to create new market space or a
blue ocean, thereby making the competition irrelevant. Marketing activities are
performed through offices in the United States, Canada, Europe and Asia. They mainly
attempt to minimize flow disruptions, maximize realized prices and manage credit-risk
exposure.
The company has a strong internal environment and in near future it finds attractive to
explore in Senegal, West Africa.
Conoco Philipss recent move of focusing on oil for next five years is well aligned with its
energy outlook and long-term investments in relatively high-growth area of energy. At
the end we can conclude it by saying that their presence in Bangladesh will definitely
advance the national energy industry in Bangladesh and will also add to the growing
base of ConocoPhillipss core operations.
Table of Contents
Chapter 1:..................................................................................................................... 1
1.1.
1.1.1.
1.1.2.
1.1.3.
1.2.
1.2.1.
Mission of ConocoPhillips:...........................................................................3
1.2.2.
Vision of ConocoPhillips:.............................................................................3
1.2.3.
1.2.4.
Corporate Strategy:..................................................................................... 6
Chapter 2:.................................................................................................................... 7
2.1. SWOT:................................................................................................................ 8
2.2. PASTLE:............................................................................................................. 9
2.3. Michael Porters Five Forces:................................................................................ 10
Chapter 3:.................................................................................................................. 11
3.1. Marketing Strategy:............................................................................................. 12
3.2. Core Marketing Concept:..................................................................................... 16
Chapter 4:.................................................................................................................. 18
4.1. Value Chain Model:............................................................................................. 19
4.2. TQM- Loyalty-Quality-Control:............................................................................. 20
Chapter 5:................................................................................................................... 23
5.1. Brand and Branding:........................................................................................... 24
5.2. Box Analysis and Brand Elements:........................................................................25
5.3. Brand Dynamic Pyramid:..................................................................................... 26
5.4. The five Ms advertising:...................................................................................... 27
Chapter 6:.................................................................................................................. 28
6.1. Pricing Strategies:............................................................................................... 29
6.2. Breakeven Analysis with Graph:............................................................................29
Chapter 7:................................................................................................................... 32
7.1. Recommendations:.............................................................................................. 33
7.2. Conclusion:........................................................................................................ 34
7.3. References:........................................................................................................ 35
Chapter 1:
Marketing management is the art and science of choosing target markets and
getting,
keeping,
and
growing
customers
through
creating,
delivering,
and
1.1.2.
Marketing management depends on the size of the business and the industry in
which the business operates. Effective marketing management will use a company's
resources to increase its customer base, improve customer opinions of the company's
products and services, and increase the company's perceived value.
1.2.1.
Mission of ConocoPhillips:
ConocoPhillipss primary mission is to develop innovative ways to treat and reuse byproduct water from oil and gas production and refining operations.
1.2.2.
Vision of ConocoPhillips:
The vision of the Global Water Sustainability Center (GWSC) is to become the center of
excellence for key water-related technologies particularly those applicable to the
petroleum and municipal sectors.
1.2.3.
Oil and gas production is serious business. Over the years, ConocoPhillips has
undergone various changes, and now, it has become a much-organized business. It
comprises three sectors:
The upstream sector: The upstream sector entails oil prospecting and
exploration, drilling for oil, and drawing it out of the ground. These activities are
the earliest stages of oil production.
Although several products are made from crude oil, only four of them are in huge
demand. These are:
o Petrol or gas (also called gasoline or PMSpremium motor spirit)
o Diesel (also called AGOautomotive gas oil)
o Kerosene (also called paraffin or DPKdual-purpose kerosene)
o Cooking gas (also called LPGliquefied petroleum gas).
The demand for these four products is high because they are widely used for everyday
activities such as transport, domestic cooking, and so on. With the above in mind, lets
now look at the steps involved in starting an oil and gas company.
For Business Plan, ConocoPhillips usually follows the steps are given in the below:
For making a market winning corporate plan ConocoPhillips does market research to
understand the intricacies of the market and pitfalls or challenges that new entrants are
likely to encounter. This research always helps them to make and know goals and
objectives of your business, required startup costs, operation plan and cost, market
analysis and competition, projected income over the first few years, marketing strategy,
unique selling point, exit strategy, and other vital information through which
ConocoPhillips easily make the entry planning in the new market and develop the
existing market by hiring effective employees and Buy and install the necessary
equipment. By following these steps ConocoPhillips turn into a successful industry now.
1.2.3.1.
The company business plan, at the core, is based on a diversified approach to the
business one that does not rely or depend on any particular product type, geology or
geography. Their diversified portfolio has helped them continue operating long-term
business without the need to react to short-term market volatility. With a steady stream
of production from legacy assets, conventional and unconventional opportunities in
development drilling programs, major project startups across the portfolio, and an
extensive inventory of exploration prospects, they are well positioned to deliver organic
growth. They believe this is the right formula for a company of our substantial size.
1.2.3.2.
Goals Formulations:
ConocoPhillips runs their business under a set of guiding principles that are called their
SPIRIT Values. These set the tone for how they behave with all their stakeholders,
internally and externally. ConocoPhillips has both long term and short term goals. To
formulate the long term and short term goals, company strictly follows some steps:
Safety- Company operates everything safely.
People- Company respects one another, recognizing that the success depends upon the
commitment, capabilities and diversity of the employees.
Integrity- ConocoPhillips is ethical and trustworthy in their relationships with
stakeholders.
Responsibility- Company is accountable for the actions.
Innovation- Company anticipates change and respond with creative solutions.
Teamwork: The can do spirit delivers top performance. Company encourages
collaboration, celebrate success, and build and nurture long-standing relationships.
1.2.3.3.
Strategy Formulations:
1.2.3.4.
In 2013, the company was funded a $16.3 billion capital program for continuing
operations and prepaid $2.8 billion obligation to our 50% owned FCCL business
venture.
1.2.3.5.
After implementing all goals, strategies and programs ConocoPhillips takes feedback
and control the feedbacks. If the plan is not according to the schedule, then Company
Marketing Management Term Paper
evaluates it and adjusts for the betterment and this continuous process of improvisation
remains present all the year.
1.2.4.
Corporate Strategy:
Corporate Mission:
ConocoPhillipss corporate mission is to- develop innovative ways to treat and reuse byproduct water from oil and gas production and refining operations.
1.2.4.2.
truck mileage which is more energy efficient and creates less emissions
Using Green Completions Technology in 2007
1.2.4.3.
Besides companys investments and financial strength indicates its high volume
of productions. For Example, The Company estimates to increase its production
from 1.8 billion barrel of oil to 2.5 billion barrel of oil.
Chapter 2:
2.1. SWOT:
S
TW
O
T
h re a ts
Figure 2: SWOT analysis of ConocoPhillips
10
2.2. PASTEL:
T r a d P
e
o
l i
t
i
c
a
l
l t hS
o
c
i
a
l
R Ee
c
o
n
o
m
i
c
a
CT o n
e
c
h
n
o
l
o
g
i
c
a
l
t r
i c
s i o
t i o
s n
s s
11
P
e
o
l i
t
i
c
a
l
R Ee
c
o
n
o
m
i
c
a
t r
i c
t i o
Supplier Power
Threat of New
Entrants
Importance of the
large volume to the
suppliers
Threat of
Substitutes
new energy
conserving
technologies that are
being developed.
Alternative fuel
products are a threat
to the oil and gas
industry in the long
run.
Degree of Rivalry
Intense competition
among the existing
companies, as
Absolute cost
ConocoPhillips is the
advantages
worlds largest
Growth of industry
exploration & production
Marketing
Management
with
access
to inputs Term Paper
Brand identity
12
Price-performance
trade off substitutes.
Buyer Power
Influential bargaining
power in forcing the
price down.
Bargaining Leverage
& price sensitivity due
to
the
prevailing
market conditions of
crude oil.
Amount of product
differentiation.
Chapter 3:
13
14
A L d o v o e k r t a i s t e L o n c a M l S a TC ms sao a l n M k l cl ete P o dn u i t ma rh a o p t s e e O w n h l yo OM n a e t t C e ru s s ti no m T eh r e a M t a r t k i m e t e
15
Not only large Companies, to make a strong position in the market ConocoPhillips also
focus on different specific areas even if local groups of a country, as local station or
pump has small tanks, they need to buy huge oil and gas every day. Through this way
ConocoPhillips emerge its networks.
4. Advertise on Mass Media:
ConocoPhillips widely promotes its any project or News in the Online news paper and
magazine to branding themselves. Its a great marketing strategy ever which makes
them a company with a huge success.
16
Worldwide, ConocoPhillips has the fifth largest proved reserves and is the fourth largest
refiner. Because the energy business has very high demand and there are relatively few
competitors in the industry, existing firms do not engage in price wars. Instead, they
compete on non-price dimensions. One of the major non-price dimensions firms
compete on is the size and reach to which they can offer their products.
The
ConocoPhillips
low,
so
are
ready
degree
and
of
differentiation for
its
competitors
their
customers
to
based on price.
This is one of
the most
competitive
markets
Exit)
is
of
technologies
are
high.
The
different
geographic
locations like Latin America, Alaska would be much more different than the Middle East
and that in Asia including Bangladesh. Company in the entire industry; however, the
largest publically owned firms and competitor of Conoco Phillips are Exxon Mobil,
Chevron, Royal Dutch Shell PLC, BP PLC and Total SA. With decades of experience as
an organization, COP is without doubt one of the dominating market leaders since they
had the third largest worldwide liquids compare to other competitors include Chevron,
Exxon, Santos, BP, Gazporm, etc. Conoco Phillips competes with private, public and
state-owned companies in all facets of the E&P business. Some of our competitors are
larger and have greater resources. They deliver their production into the worldwide
Marketing Management Term Paper
17
SU1epgntMaidm2r-Dow3
commodity markets. Chevron is the industry leader with a strong global presence in the
energy sector. Gazporm is more aggressive in and regular assesses its strength and
quality benchmarks which COP can take into account.
In Bangladesh the company such as Petro-bangla and BP are state owned public
ventures with strong support and continuous growth and development by government,
which is a disadvantage or drawback for ConocoPhillips in the Asia Pacific region. But
by the help of advance technology and skill, it has a huge alive hope to operate in such
region in near future where just like Chevron Bangladesh is operating, which is very
ConocoPhillips is broadly classified into three segments in the market. The upstream
segment comprises exploration and production (E&P), while the downstream segment
includes refining and marketing (R&M). In between, the midstream segment includes
the transportation, storage, and trading.
18
19
Proc
ess
Peop
le
Phys
ical
Evid
ence
7P'
s
Prod
of
uct
Plac
e
Prom
otion
Price
Figure: 7p of ConocoPhillipss
7P in Details of ConocoPhillips
20
Natural Gas:
Their
natural
gas
production,
along
with
third-party
Their crude oil, bitumen and natural gas liquids revenues are
derived from production in the United States, Canada,
Australia, Asia, Africa and Europe. These commodities are
primarily sold under contracts with prices based on market
indices, adjusted for location, quality and transportation.
21
receives for the crude oil, bitumen, natural gas, natural gas
liquids, LNG and refined products. The factors influencing
these prices are beyond the Companys control.
Any material change in the factors and assumptions
underlying ConocoPhillipss estimates of crude oil, bitumen
and natural gas reserves could impair the quantity and value
of those reserves. Reserve estimation is a process that involves
estimating volumes to be recovered from underground
accumulations of crude oil, bitumen and natural gas that
Physical Evidence
22
Process
People
products to users.
Mainly there are two types of people get highest preferences in
ConocoPhillips
23
4Cs of ConocoPhillips:
24
Chapter 4:
25
Figure: Porters
26
Transportation: Crude oil must be moved from the production site to refineries
and from refineries to consumers. These movements are made using a number of
different modes of transportation. Crude oil and refined products are transported
across the water in barges and tankers. On land crude oil and products are moved
using pipelines, trucks, and trains.
Refining (For Crude Oil): Crude oil is processed or refined to produce useable
products such as gasoline. The process is very complex and involves both chemical
reactions and physical separations. Crude oil is composed of thousands of different
molecules. It would be nearly impossible to isolate every molecule and make finished
products from each molecule.
Processing (For Gas): Natural gas produced from underground reservoirs must
be processed to remove water, impurities, and heavier hydrocarbons. The impurities
are usually hydrogen sulfide and carbon dioxide. The heavier hydrocarbons or
natural gas liquids (NGLs) are ethane (C2H6), propane (C3H8), butane (C4H10), and
natural gasoline. Natural gas liquids are removed from the natural gas feed to
recover the heavier hydrocarbons and to allow the treated gas to move through the
pipeline network. The liquids are removed from the stream because they are more
valuable (have higher prices) as raw materials to produce chemicals and gasoline
27
than they are as fuel. In addition the heavier liquids can condense out of the natural
gas stream and cause problems in transporting the gas through pipelines. After
several processing, final usable gas is ready to transport.
Marketing & Sales: After crude oil is converted into refined products or gas ready
to transport, these must be transported and sold to end-users. ConocoPhillips uses
its own marketing channels and mixed distributors to sell the final oil to users. So
far, ConocoPhillips has not been using commercial advertisement for this marketing
purpose.
After Sales Service: For this product lineup, after sales service is not applicable.
28
ConocoPhillipss are using Total quality management (TQM) system which is an organizationwide approach to continuously improve the quality of all the organizations processes, products,
and services. Product and service quality, customer satisfaction, and company profitability are
intimately connected. TQM ran into implementation problems as firms became overly focused
on how they were doing business and not the why they were in business.
29
development, Risk Management, Organizational Planning. After that, they also monitor the
whole process and analyze it. For Maintaining total quality management ConocoPhillips
identifies the customers need, Customers order review. More Over the organization provide
advanced quality products of Oil and Gas by using different types of production planning and
production processes.
30
ConocoPhillips now a global company and it is very much concern about consumer
loyalty and retention of its consumers. Some Loyalty programs of ConocoPhillips are:
1. Rolling out Kick Backs Loyalty Program: Its a program about branded marketers
through road shows. Those who join in this program ConocoPhillips will provide
them a special pricing consideration.
2. The Kickback Points Coalition Loyalty Program will deliver state-of-the-art
customer relationship management tools, highly personalized rewards, and realtime program reporting. The programs flexibility allows participating retailers to
identify their most loyal customers and engage them through customized
offerings.
3. This companys Gas and oil Stations would issue membership card to
(Individual/Corporate) customers to build the customer's loyalty through
encouragement of continuous expense, sticking to the company forever. When a
member fills gasoline, buy goods in the chain stores of the gas stations, loyalty
points can be calculated and accumulated into the membership point account.
Later to some tier level, the member may get some special discount or get some
reward.
31
Chapter 5:
32
in
creating
unique
name
a product in
the consumers' mind, mainly through advertising campaigns with a consistent theme.
Branding aims to establish a significant and differentiated presence in the market that
attracts.
ConocoPhillips individual name, its logo and symbol, identity, products and services are
differentiate them from those of competitors. That is called brand of ConocoPhillips Company.
Basically this brand:
Organize accounting
Signify quality
33
And using this name, sign, symbols, branding process ConocoPhillips basically take huge
advantages like:
Greater loyalty
Larger margins
Meaningful
Likeability
Transferable
Adaptable
Protectable
34
1. Memorable: An oil and energy company logo symbolizes what your business
represents the quality of service, your promise to the customer, your companys
unique selling features. So, ConocoPhillips has a brand identity through its Logo
and this logo and symbol of this oil and energy company becomes a unique
identity with which customers recognize your existence and have a lasting
memory of the trademark its carry. ConocoPhillips used its name in its logo with
its own symbol through which a customer can easily understand this indicates
ConocoPhillips or can easily recognize when they again see the logo. So, logo is
very important for any Oil and Gas companies like ConocoPhillips. Moreover,
ConocoPhillips is a globally organized company. So people can easily memories
the name and its logo.
2. Adaptable: It is widely adapted and accepted by the consumers.
3. Protectable: This brand name is very much protected. As its is a market leader
and exists in the market from a very long time.
In Conclusion its clear that, ConocoPhillipss branding through its logo, symbol and
name
Catch interest and intrigue people to know more about the brand
Create strong memory about ConocoPhillips
Inspire brand loyalty among customers
35
Strong Relationship
Bonding
Advantage
ConocoPhillips
Performance
Relevance
Presence
Weak Relationship
36
desert, it has a proven track record of responsibly and efficiently finding and producing
oil and natural gas.
Through this discussion it is clear that, ConocoPhillips is now in the Advantage Position,
where it is deliver something better than others. There is lot of competitors in the
market. Competitors of Conoco Phillips are Exxon Mobil, Chevron, Royal Dutch Shell
PLC, BP PLC and Total SA. And ConocoPhillips still tries to deliver its consumers better
products.
37
38
Chapter 6:
39
40
Details
(2013)
Per
Production
Sales
Barrel
US$
1545
US$ (2012)
Total
(US$
million)
Per
Barrel
US$
1578
MBOED x
MBOED x
365
96.49
365
100.64
54,413
Total
(US$
million)
57,967
Purchased Commodities
(22,643)
(25,232)
(7,238)
(6,793)
52.99
(29,881)
55.60
(32,025)
Contribution margin
43.50
24,532
45.04
25942
854
1106
Exploration
1232
1500
7434
6580
Impairments
529
680
10049
9866
14483
16076
41
1000
980
960
940
2012
920
2013
900
880
Margin of Safety
35,000
30,000
25,000
20,000
2012
15,000
2013
10,000
5,000
0
Breakeven Sales ($ million)
640
630
620
2012
610
2013
600
590
580
Breakeven Quantity
42
For ease of Analysis we have taken into account the consolidated figure provided in the income
statement of ConocoPhillips. The table shows per barrel figures and the total value in terms of
sales, variable costs, contribution and fixed costs. From the breakeven analysis, we can conclude
that COP enjoys a high margin of safety and that the current level of production is much higher
than the breakeven level which is approximately 900 MBOED and thus even with disruptions in
some of the current extraction locations like Libya, COP continues to enjoy strong financial
stability. Nevertheless it should be noted that the fixed costs have increased in 2013 in
comparison to 2012 which could be attributed to the capital investments made for future
production, which must be accounted for in the depreciation value.
Overall the breakeven analysis shows that COP is in a strong financial position in terms of its
direct operations and that production could drop by 600 MBOED and COP could still be
profitable.
43
Chapter 7:
7.1. Recommendations:
Marketing Management Term Paper
44
1. Better financial control to tackle commodity price shocks and high variable costs.
2. Ensure re-emphasis on safety in non-conventional exploration and small scale
programs.
3. Take steps for a global marketing campaign to counter the negative publicity with
regard to safety and environmental standards.
4. Maintain a consistent Focus on Core Business Strengths.
5. May look toward diversifying into renewable sources of energy projects.
6. Formulate a technological roadmap which would mark the life cycles of the
technologies where major investments are channeled.
7.2. Conclusion:
ConocoPhillips is a high tech industry leader in the field of exploration and production
of fuel. It has a venerable status as the industry leader with a long-term orientation;
disciplined management, a globally well-integrated value chain, and operational
Marketing Management Term Paper
45
7.3. References:
1. http://www.hoovers.com/company-information/cs/company
profile.Conocophillips.c354965d3fd53845.html
2. https://www.env.nm.gov/aqb/4C/Documents/COP_EmissionsReductionsv4_08
2008.pdf
Marketing Management Term Paper
46
3. http://www.conocophillips.com/who-we-are/Spirit
%20Magazine/1qtr13_spiritmag.pdf
4. http://www.mba-tutorials.com/strategy/mission-vision/1702-conocophillipsvision-mission-statement.html
5. http://www.conocophillips.com/newsroom/Pages/2014/ConocoPhillipsOutlines-Plans-for-Growth-and-Returns-at-Analyst-Meeting.aspx
6. http://www.cstoredecisions.com/2011/08/10/conocophillips-begins-rolling-outkickback-loyalty-program/
7. http://www.businessdictionary.com/definition/branding.html
47