British Petroleum is the UK oil, gas and petrochemical multinational monopoly. 46% of the share capital is owned by the national government. The company specializes in the exploration, extraction and processing of oil, natural gas, as well as coal, non-ferrous metals and uranium. It divorces and produces oil in more than 26 countries. At the next stage of its development, British Petroleum puzzled by the creation of a recognizable brand that could live outside the purely propellant context. Thus, a simple abbreviation “bp” was adopted as the company name in early 2002. Previously, it was the abbreviation of the official name of British Petroleum, but since then, it has become a new concept giving an interpretation “beyond petroleum”. It has been chosen so people could understand that the company is no longer just an oil company. Its purpose has become unlimited. The Landor & Associates agency coined the symbol “Helios” (the sun or a burst of energy), which was bright white in the center with radially divergent rays of yellow and green. Green is the color of the nature, symbolizes the care of the environment. Yellow is the color of the sun. The reason why the management of the company decided to use this symbol was that an oil production and sale of crude oil have no long been ceased to be the main income of many international oil companies, giving the way to the final products and service. According to the BP’s statistics, the share of related products, such as cosmetics, mini markets, magazines, coffee shops, ATMs, was 10-20% in the turnover of the average gas station, while it was 40-50% as BP’s stations, and came up to 70% in Western countries (Bp.com). This was the direction in which the rebranding was performed. Considering the fact that the BP is classified as a service brand, the renovating had to become more recognizable, bright and get rid of the oil plume. The company’s promo, outlining the BP future projections to long-term energy trends, reflects its concerns of the future life in the world, as well as their intentions to make dominant fossil fuels as an alternative source of energy that could be less harmful for the environment.
The BP marketing research shows that the company covers a lesser extent young and promising audiences, as well as that young and modern people who drive good cars mostly refuel at gas stations of its competitors. This is the reason why it led to the fact that the BP must analyze the lifestyle and culture of an unreached audience. As a result, the new campaign has become directed at increasing the quality of the provided services, as well as product quality. The company’s advertisement campaigns and logos can be easily found at their official website where the BP announces all their news, strategies and further expectations for the business.
After nearly 1 million of gallons leaked into the Gulf of Mexico due to the problems caused by the explosion of an oil platform owned by British Petroleum, Greenpeace was attacking oil workers and applied them to justice. To be precise, the guys from Greenpeace launched a kind of competition to rebrand BP, which was accused of the biggest environmental catastrophe of the planet caused by the oil spill. Since the oil spill was getting wider and its removal was becoming difficult, Greenpeace found it necessary to further spoil reputation of the oil tycoon, announcing the competition, which would be to redesign the BP logo, explaining it to leave in the memory of this disaster and prevent it in the future. In addition to this, Greenpeace wanted to emphasize that BP had invested very little funds in protecting the environment, so it deserved the highest position in the black list of environmentalists, replacing the Nestle place, known for the global deforestation. The conditions of competition were very simple. It was necessary to reflect the true face of the oil company. It was related to the fact that in 2000, the BP put eco-logo on their products, which by the rules of marketing had to influence people’s subconscious and help the company to sell oil. As a result, the corporation lost a significant part of its market capitalization spending a lot of money on cleaning operations (Macdonald).
BP Energy Outlook 2035 is the company’s 2014 forecast for the world’s energy future. The company has outlined that the global demand for energy is in its constant growth and will mainly be caused by expanding economies headed by China and India. The shares of major fossil fuels are convergent. It is expected to reach about 27% by 2035of the total mix of oil, natural gas and coal. The remaining share of fuels is expected to be reached from nuclear and hydropower, and other renewable energy sources. The presented forecast underscores the strength of competition and market forces in the movement of technology and innovation to meet the energy needs of the world. These factors can give an optimistic prediction for the future of the energy of the globe. In addition to this, they represent a possible way forward in the exploring the issues of creating safe and stable environment for the future generations (Bp.com).
The described two articles help to understand the company’s strategy and further intentions regarding the direction of the business. The first article covers the imperfection of the created strategy for caring people, which has not been supported by the relevant actions. The Greenpeace campaign on the company’s rebranding showed that BP had good intentions, but was more likely oriented on gaining more profit by expanding the range of products and services to its customers, while it also should have invested more funds in protecting the environment. The second article represents the company’s awareness in the issue. It also shows that they are ready to make the needed changes in developing fossil fuels that are safer and more stable rather than non-alternative sources of energy. The recent promo describes the protectoral campaign and concerns about air pollution.
To sum up, the paper as an example of compare contrast essay https://300writers.com/compare-and-contrast-essay.html is about the company that started its business mainly as an oil company. Its strategy was to stimulate the growth by achieving concrete results, particularly in terms of profit by investing in the volumes that provide a long-term growth. Another company’s strategy was aimed at increasing in dividends per share as a part of the BP policy, as well as returning to shareholders surplus funds remaining after reinvestment in the business and payment of dividends. Although the company still has the same strategies, the precedent events affecting the company’s reputation and financial activity has forced it to reconsider the main strategies and be pursuant to the protection of the environment, as well as the company’s mission reflected on its logo.
