DOWNSTREAM BUSINESS MODEL
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DOWNSTREAM BUSINESS MODEL. MANAGE DOWNSTREAM BUSINESS. Overall mission, vision and objective Strategies and policies. Long term planning Annual business plans. Overall performance targets Direct and review operations. External relationships Manage subsidiaries. A-10 ANALYSE AND IDENTITY

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MANAGE DOWNSTREAM BUSINESS

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Manage downstream business

DOWNSTREAM BUSINESS MODEL

MANAGE DOWNSTREAM BUSINESS

  • Overall mission, vision and objective

  • Strategies and policies

  • Long term planning

  • Annual business plans

  • Overall performance targets

  • Direct and review operations

  • External relationships

  • Manage subsidiaries

A-10 ANALYSE AND IDENTITY

MARKETS

A-45 DEVELOP BRAND

PORTFOLIO

A-12 DEVELOP MARKETING

APPROACH

A-35 SELL TO CUSTOMER

  • Conduct market research

  • analyze business environment

  • segment the market

  • Review brand performance using market research

  • Monitor use of Shell brand and check for infringements

  • Plan brand enhancements

  • Marketing strategy

  • Promotion and sales support material

  • Standard terms of trade

  • Network planning

  • Sales planning

  • Find customers and negotiate sales terms

  • Take orders

  • Dispense product(retail outlets only)

  • Dispense services

  • Request payment

  • Reimburse resellers (e.g. dealers)

  • Receive and handle payment

  • Maintain customer account

A-15 OPTIMISE SUPPLY CHAIN MARGINS

A-17 TRADE

  • Establish product-supply capacity

  • Forecast product demand

  • Plan operations to optimize margin on sales

  • Define trading requirements (physical supply needs and risk management)

  • Define daily position

  • Make deals and monitor completion

A-20 ACQUIRE CRUDES, FEEDSTOCKS

INTERMEDIATES AND PRODUCTS

A-30 RECEIVE AND PRODUCE

A-40 DISTRIBUTE

  • Find suppliers and agree terms

  • Place purchase orders

  • Pay suppliers

  • Plan and schedule all product movements

  • Receive and handle feedstocks

  • (e.g. at a supply terminal)

  • Processing(e.g. at refinery or chemicals plants

  • Blending(e.g. at lubricants plan)

  • Filling and packaging

  • Release product for distribution

  • Plan and schedule all product

  • movements, including deliveries

  • Receive and handle product from

  • production site or supplier

  • Deliver to customer

A-50 DEVELOP AND IMPROVE PRODUCT,

PROCESS TECHNOLOGY AND

ENGINEERING SOLUTIONS

A-55 DEVELOP AND IMPROVE FACILITY

A-60 MAINTAIN FACILITY

AND EQUIPMENT

  • Screen new concepts

  • Develop product formulations and recipes

  • Develop process technologies on laboratory scale

  • Develop engineering know-how for process on

  • commercial scale

  • Covers production facilities,

  • distribution facilities and retail sites

  • Covers new facilities and improvements

  • to existing facilities

  • Scouting studies and feasibility

  • studies

  • Planning, construction,

  • commissioning

  • Decommissioning and mothballing

  • Define maintenance strategy

  • Plan and schedule maintenance

  • Execute inspections, preventive and

  • breakdown maintenance

  • Execute plant shutdowns

A-65 PROVIDE ESSENTIAL SERVICES

  • Manage budget and funds

  • Account for business activities

  • Provide specialist advice(e.g. taxation, legal

  • insurance, health, safety & environment)

  • Provide human resource support(e.g. recruitment,

  • training, pensions, payroll, employee relations)

  • Develop and maintain non-product infrastructure

  • (e.g. offices, IT systems)

  • Provide business-wide support and services

  • (data centres, communications, mail)


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