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British Petroleum: Transforming Its Strategy - Research Paper Example

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British Petroleum: Transforming Its Strategy

 “Helios” is a sunflower-shaped mark made up of colors and interlocking Planes according to Knapp (2001). This brand was generally recommended by Landor in 1999. The “Helios” brand is an initiative of BP which is meant to communicate BP’s commitments to environmental leadership and its focus on alternative sources of energy. Knapp (2001) asserts that the Helios mark is a reflection of BP’s determination to produce products and services that respects natural environments and human rights. According to the management of the company, the mark is also a representation of the sun which is BP’s priority search for new sources of energy. The company projects that a part from the fact that Helios tells its consumers about the oil products, it also tells clean fuel that are environmental friendly which would make the world a better place in the future. This is in line with the Kyoto protocol signed in Geneva in 2005 compelling companies and nations to embrace the culture of using an alternative source of energy that is environmental friendly. For instance, research has shown that energy from gasoline, petroleum, coal and other sources of energy emits carbon to the environments. This then blocks the ozone layer leading to global warming. This has impacted negatively on the environment which has seen a change in weather patterns such as unpredictable rain patterns, heat, snow just to name a few. Christiansen (2002) reveals that BP has over the last years received....
Since the initiative is meant to benefit the company and society, the essay will discuss the long term benefits of the strategy to the business and society at large. Finally, the paper will explore the objectives that would be set for this tactic and result measuring proposal for BP. BP’s “Helios” Strategy “Helios” is a sunflower-shaped mark made up of colors and interlocking Planes according to Knapp (2001). This brand was generally recommended by Landor in 1999. The “Helios” brand is an initiative of BP which is meant to communicate BP’s commitments to environmental leadership and its focus on alternative sources of energy. Knapp (2001) asserts that the Helios mark is a reflection of BP’s determination to produce products and services that respects natural environments and human rights. According to the management of the company, the mark is also a representation of the sun which is BP’s priority search for new sources of energy. The company projects that a part from the fact that Helios tells its consumers about the oil products, it also tells of solar energy and clean fuel that are environmental friendly which would make the world a better place in the future. This is in line with the Kyoto protocol signed in Geneva in 2005 compelling companies and nations to embrace the culture of using an alternative source of energy that is environmental friendly (Schmitt, 2007). For instance, research has shown that energy from gasoline, petroleum, coal and other sources of energy emits carbon to the environments. This then blocks the ozone layer leading to global warming. This has impacted negatively on the environment which has seen a change in weather patterns such as unpredictable rain patterns, heat, ...Show more

Summary

The purpose of this essay “British Petroleum: Transforming Its Strategy” is to explore what BP’s “Helios” strategy and how it relates to the company’s mission. The paper will also conduct a SWOT analysis to establish the opportunities, strengths, weaknesses.

British Petroleum: Transforming Its Strategy essay example
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