Strengths

• Superb Performance in New Markets 

• High level of customer satisfaction 

• Strong distribution network 

• Good Returns on Capital Expenditure.

• Highly successful at Go To Market strategies for its products.

• Successful track record of developing new products 

• Strong Free Cash Flow 

• Strong dealer community 

Weaknesses

• Need more investment in new technologies. 

• Not very good at product demand forecasting leading to a higher rate of missed opportunities compare to its competitors. 

• The marketing of the products left a lot to be desired. 

• There are gaps in the product range sold by the company. 

• Financial planning is not done properly and efficiently. 

• Investment in Research and Development is below the fastest growing players in the industry.

• The high attrition rate in the workforce 

Opportunities

• New customers from online channel 

• The market development will lead to dilution of competitor’s advantages and enable Shell to increase its competitiveness compare to the other competitors.

• Economic uptick and increase in customer spending, 

• Decreasing the cost of transportation because of lower shipping prices can also bring down the cost of Shell’s products thus providing an opportunity to the company 

• Stable free cash flow provides opportunities to invest in adjacent product segments.

• Opening up of new markets because of government agreement 

• New environmental policies 

• The new taxation policy can significantly impact the way of doing business and can open new opportunities for established players such as Shell to increase its profitability.

Threats

• New technologies developed by the competitor or market disruptor could be a serious threat to the industry in the medium to long term future.

• No regular supply of innovative products 

• Imitation of the counterfeit and low-quality product is also a threat to Shell’s product 

• As the company is operating in numerous countries it is exposed to currency fluctuations especially given the volatile political climate in several markets across the world.

• The increasing trend toward isolationism in the American economy can lead to similar reactions from other governments thus negatively impacting international sales.

• Rising pay levels especially movements such as $15 an hour and increasing prices in China can lead to serious pressure on profitability of Shell

• Changing consumer buying behavior from online channels could be a threat to the existing physical infrastructure-driven supply chain model.

• Intense competition