Chevron Corporation is committed to
being the world's premier petroleum and petrochemical company. To that end, it
has continuously achieved superior financial and operating results while
simultaneously adhering to high ethical standards”. Its global National content
strategy is an important component that sets direction, aligns, and
differentiate them from it competitors; it elements are embedded into daily
processes, procedures, plans, guides its actions to successfully manage risk
and deliver shareholder value.
Global Trading/Marketing plan:
In effort to achieving what we call "Global Trading", chevron have
implemented three key things, which are strategy, Technology and Commercial
Integration (ST&CI). These have been a critical link between its upstream
and downstream operations. 'It provides crude oil and refined products at the
right time, to the right markets, at the best price'. According to a statement
made from its website "Our Crude Supply and Trading group manages trading
for all major crude oil grades. Through the purchasing and marketing of
substantial crude oil production volumes, we fulfill the requirements of the
company's global refining and product networks" Our Product Supply and
Trading group engages in the global supply, trading and logistics of gasoline,
diesel, jet fuel, refinery feed-stocks and blend-stocks, heavy fuels,
bio-fuels, coke, sulfur, ammonia, and asphalt for Chevron's marketing network
and third-party customers. In addition to this, "Chevron’s marketing
organization has 5,900 employees who support approximately 25,800 branded
retail outlets, including affiliate operations, in some 75 countries in Asia,
Africa, Europe, Latin America, the Middle East and North America. Marketing
employees are dedicated to ensuring that retail and commercial customers around
the world enjoy high-quality products and services in clean, safe and reliable
facilities". However, its dominance in the market had been the
result of being able to conduct a good situation analysis(SWOT) to gain
competitive advantage i.e. which identifies its internal and external capabilities. Financial stability, Global market presence, Big
Global Brand are key strength while its external opportunities remains to increasing fuel/oil prices, increasing natural
gas market , capital investments in sector, CSR activities , and to
reposition itself as energy company.
Competitive Advantage: Chevron being one of the world’s leading integrated energy companies with
subsidiaries that conduct business across the globe; its success has been driven
by substantial strategies that gives it a competitive advantage in the
industry. 'Enterprise and Major Business strategies'; Chevron uses the
implementation of 'Enterprise strategies' to focus more on efficient operation
and production within its organization i.e. by investing in People to
"strengthen organizational capability and develop a talented global
workforce". Also, with an excellent execution "through rigorous
application, a capital stewardship systems and disciplined cost
management", and lastly... Growth to maximize value from existing assets
and capture new opportunities while it uses 'Major business strategies such as
Upstream and downstream' to grow profitability in core areas and build
new legacy positions, and improve returns and grow earnings across the value
chain. Also, 'Gas and Midstream, Technology, Renewable Energy and Energy
Efficiency' to commercialize its equity gas resource, differentiate performance
through technology and finally to invest in a profitable renewable energy and
energy efficiency solutions.