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Running head: SHELL'S HYDROGEN STRATEGY Kaplan University Graduate School of Business and Management GB580 Strategic Management Unit 5: Shell's...

Read the Team D paper Unit 4 and 5.
2. Give your aspects that the team might have considered in terms of the buyer utility map.
Running head: SHELL’S HYDROGEN STRATEGY Kaplan University Graduate School of Business and Management GB580 Strategic Management Unit 5: Shell’s Hydrogen Strategy Prepared by Team D: Denise Leighton Lidany Ramos Kevin Saldanha Rajani Tenepalli Lyle Vikre, Jr. January 10, 2012 Professor Dr. Lisa Bardill
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SHELL’S HYDROGEN STRATEGY Abstract The goal of this paper is to analyze Shell, an energy company and outline strategies to target customers outside the target market. Blue oceans are untapped market space and opportunity for highly profitable growth (Kim & Mauborgne, 2005). In order to be successful, businesses need to explore blue ocean strategies. This involves creating need for an organization’s products and services. Anyone can research market’s existing need and create products and services to satisfy those needs. But, developing products and services to create new need in the market is what is going to give an organization the edge over its competition. This will increase the organization’s brand value; help it be first to market on many products and services, and increase revenue and profits. Part of blue ocean strategy is to look across their target areas to create new product or service needs. This paper includes Shell’s path to create blue oceans which involves looking across alternative industries, across strategic groups, across buyer groups, across complementary product and service offerings, across the functional-emotional orientation of an industry, and even across time (Kim & Mauborgne, 2005). The paper also includes an analysis of the customer tiers outside Shell’s target market and the plan to target that market. A new strategy canvas which compares Shell’s hydrogen strategy with its competitors is also included.
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