Shell China Clean Coal Business Development Strategy

With rapid economy development, China pays more and more attention to control environment pollution. Because coal is the key energy in China, how to use coal resources in an efficient clean way becomes one of the increasingly important challenges for China. Along with foreign clean coal technologies introduced to China, Chinese local research institution also design and develop more competitive technologies. It's a new challenge for those foreign companies who want to expend their clean coal business in China. This article is under this situation, steered with strategy management theory; analyze Chinese clean coal market's status, development trends and market demand. This report will research Shell's internal and external environment, find the opportunity, thread, advantage and disadvantage of Shell's clean coal business. Under SWOT analysis and company core competitive analysis, the article will give the strategy of clean coal development under company's long-term vision and mission. At same time, the report will give measurement and command plan to ensure the strategy's implement. At last, the reports will analysis the forecast and risk of this strategy.Through analysis, the conclusion is Shell China natural gas business should make localized strategy - established strategy according to development of China natural gas market - focus on new business development on the base of existed opportunities, do not simply follow Shell Group's strategy. The thesis provide strategy plan from four aspects: financial performance, new business development, market development and human resource strategy. A series of competitive tactics has been further achieved, such as tactics for corporate governance and Human Resources development, new business development management, department and individual performance review and corporate brand and culture construction. Establish and deliver this localized strategy decide the fate of Shell China natural gas business from now to 2012. It also has profound influence for Shell's development in China and Shell's leading position in natural gas industry.