| dc.description.abstract | This study was based on a case study research design to achieve the objectives of the study, which were to investigate the strategic response to external environment of Shell BP Kenya ltd. This research was conducted through a case study. A case study has been chosen because it enables the researcher to have an in-depth understanding of the behavior pattern of the Shell oil companies. A case study design is most appropriate where a detailed analysis of a single unit of study is desired as it provides focused and detailed insight to phenomenon that may otherwise be unclear. The importance of a case study is emphasized by Young (1999) and also by Kothari (1990) both of whom acknowledge that a case study is a powerful form of qualitative analysis that involves a careful and complete observation of a social unit, irrespective of what type of unit is under study. It’s a method that drills down, rather than cast wide. The interview guide to be used will entail the various aspects of the study, which include the objective, mission, vision of the organization, the challenges (both internal and external), customer care, organizational structure, and strategic management, issues among others that could appear relevant to the study. It was determined from the study there are quite a number of new companies that sell petroleum products in Kenya. It was established from the study that the company is facing stiff competition from the substitutes/ other sources of energy such as the biogas, solar energy and the biofuel which are cheaper as opposed to the fossil fuels and this has inclined the company to adopt vigorous and intensive advertising to remain competitive in the market | en |
