Marketing management assignment on CSR of Shell
Introduction
This essay gives the brief overview about the CSR of the Shell Company. This essay also highlights the negative and positive aspects of the Shell Company in terms of natural environment. It is very clear that the worlds concern in relation to the environment is developing significantly and the Companies that have performed the function in weakening of it, understanding that there are advantages for resolving this and other matters through CSR. CSR generates the suggestion that companies may influence the practices of the business and the categorization of the resources to advantage their stakeholders. One such company is Shell, which is the group of petrochemicals and energy companies. In fact, Shell assists to fulfil the growing demand of the world for the energy in environmentally, socially and economically responsible ways. It has been viewed that advanced technology and innovative ways of partnerships are assisting the Company for meeting the developing energy needs. The aim of the Company is to have zero fatality and no any kind of incidents which harm people and put facilities and neighbours at risk.
Body
It is very clear that Shell is working with communities, governments and partners for fulfilling of increasing energy demand for the customers. This approach assists the Company to operate in environmentally, economically and socially accountable ways and embeds these aspects in the decisions of the business. In respect to society, company supplies energy that assists and supports economic development and growth. It has been examined that the company tries to resolve all the social concern for benefiting the local community and maintains the reputation and support the business.
It has been examined that anti-corporate backlash had reached the climax in year 1995, as spotlight revolved on the Shell. In fact, in that year, the Shell Company accused of the complicity in implementation of Saro Wiwa and 8 other actions in the Nigeria and hounded by the Greenpeace on the decision for sinking the Brent Spar platform (Shell Petroleum Development Company, 2005). At that time, Shell for temporarily had lost the image and the confidence among the public and investors. In Nembe, the activities of the oil have made serious destruction to the atmosphere. The consequences of such kind of environmental degradation resulted in minimum farm produce, livelihood loss, food shortage, diseases and polluted waters etc. In few examples, oil spill on Nembe has led to loss of unsuspecting fisherman. It can be said that this kind of activities affects the health and livelihood of the individual.
Another example of the Shell decision for sinking the Bret Spar storage facility in region of North Atlantic considered as an instance of how misalignment among Shell’s business decisions and efforts destroy the reputation of the Company and the bottom line in region of Europe. For this, Shell had consulted various experts of the environment to get suggestion on how to better dispose the facility of Bret Spar (Frynas, 2005). It is viewed that majority of the environmental experts suggested that safest path for disposing of facility could be to sink the facility on the site. The managers of the Shell failed to hear its own staff of the CSR who recommended that Company must gage public responses in the Europe and then consult with basic environmental groups. The real sinking of the Bret Spar showed the group of demonstrations throughout Europe and resulting in destruction of the gas stations of the Shell. 
The purpose of the Shell Group is to engage responsibly, profitably and efficiently in gas, chemicals, oil and other business for participating in search for formation of energy sources for fulfilling needs of the customer and the growing demand of the world for energy (Bird, 2004). The management of the Company thinks that the gas and oil shall be significant to needs of the global energy for the economic development (Shell Sustainability Report, 2011). The responsibility of the Company is to deliver gas and oil profitably in socially and environmentally responsible ways. In BP Deepwater explosion in year 2010, 11 colleagues of the industry were died and many people were seriously injured. The explosion led to greatest offshore spill in the history of US. The atmosphere was damaged and livelihoods of the people were suffered. After the incident, the Shell Company supported the reaction effort by offering technical expertise, facilities and equipments to BP. The management of the Company took few steps for confirming and reinforcing the security and safety of the offshore operations throughout the world. The review of safety procedures and deep water drilling proved that the approach of the Shell is strong and robust. In, fact since 2006, the management of the Company has been involved in the $6 billion programme for improving the safety of the pipelines, wells and upstream facilities (Coope, 2004). In the downstream business, the Company is continuing for improving the reliability and safety of the chemical plants, distribution facilities and refineries.
The challenges of the environment are increasing as the world requirement for energy enhances. Being a part of the society, the management of the Company hires individuals domestically for supporting the development in the countries (Shell Sustainability Report, 2011). It is viewed that management of the Company works in the partnership with national and local government for building of skills which fulfill development needs. In, fact the Company has invested in programs of the community for several years and working to place resources and funds for more efficient use. It has been viewed that in year 2010, the Company has updated the strategy of social investment which recommends initiatives that benefit the community and associate with the activities of the business like domestic enterprise development and road safety.
The Company views a great standard of the performance and maintaining the robust growing and long term position in competitive environment in which Company decides to survive. The aim of the company is to work directly with partners, policy makers and customers for advancing more sustainable and efficient use of natural resources and energy. The group of the shell recognizes five regions of the responsibility (Elkington, 2000). In general, management duty is to continuously evaluate the priorities and discharge inseparable accountabilities on the foundation of that. The management of the Company is committed for safeguarding the health of individuals at the workplace. For protecting the investment of the shareholder, the Company offers long period return in comparison to other organizations in industry.
For maintaining the value with the customers, the company offers the services and products that provide value in respect to quality, safety, price and environmental effect that are carried by environmental, commercial and technological expertise (Newell, 2005). It has been evaluated that the Company offer users with outcomes and the range of energy materials, services and products that fulfill their needs economically and not cause any kind of harm and danger to the surrounding (Bakir, 2006). The Company works to convince the users that their activities do not lead to any kind of unsustainable social variations and create wealth that benefits community as the whole.It is examined that for respecting the rights of the employees, the management of the Company offers safe and good working conditions and aggressive conditions and terms of the employment. To motivate the employee’s involvement in the direction and planning of their work, the management of the Company offers them with the channels to the report concerns. The management of the Company view beneficial associations with suppliers, contractors and joint ventures for promoting the application of business principles of the Shell. The management of the Company builds and maintains the culture of innovation and learning in that workers may meet their potential and fulfill the most challenging targets.
The management of the Company forms the staff skills who daily converse with communities. In year, 2010 the Company launched essential global needs for maintaining the relationship with the communities (Shell Sustainability Report, 2011). The Company conducts regular dialogues and meetings with domestic NGOs for communicating societal concerns and interests with Shell. To view mutually associations with suppliers, contractors and joint ventures, the Company advances the function of Shell principles in such associations.
ConclusionAt last, it can be concluded that for conducting the business as the responsible society members of the community, the Company complies with the relevant regulations and laws for supporting basic human rights in relation with legitimate function of business and gives proper consideration to safety, health, environment and the security. In fact, Shell assists to fulfil the growing demand of the world for the energy in environmentally, socially and economically responsible ways. The management of the Company understands that the commercial success relies on the entire commitment of the employees. It is viewed that for business, the Company is continuing for improving the reliability and safety of the chemical plants, distribution facilities and refineries which shows that the Company fulfills all its responsibility towards the society. At last it can be said that the Company fulfills its social responsibility towards the society in the best manner.
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