The British Petroleum (BP), amongst the world's biggest oil corporations, had spent an amount exceeding $200 million in rebranding itself as environmentally friendly, along with tagline "Beyond Petroleum."
However, following the devastating 2010 Gulf of Mexico Oil Spill, the business's name appeared to be forever tarnished. Through a deep plunge into all events of the spill, this case study asks students to determine: What should BP do? Recently appointed CEO Bob Dudley inherited a company that faced billions of dollars in a furious people damages, and an irate US government. The "Beyond Petroleum" campaign which was successfully undertaken in 2000 was now the focus of derision and incredulity. As CEO, Dudley must fix the image of the company, re-establish some degree of trust with authorities, and convince investors that BP will return to profitability. MBA candidates Jonathan Huynh, Jacob Kapitan, Satish Katpally, Ben Pierce, and Ben Pierson wrote this case, under the supervision of Professor Andrew Hoffman.
PUBLICATION DATE: April 03, 2012 PRODUCT #: W92C29-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
Related Case Solutions & Analyses:
Ontela PicDeck (B): Customer Segmentation Targeting and Positioning
Ontela PicDeck (A): Customer Segmentation Targeting and Positioning
Communispace
Hass Shoes
Aetna Inc.: Managing Inherent Enterprise Risks Through Stakeholder Management (A)
Miracle Life Inc.
LG Electronics Canada Inc. – The Watch Phone
Note on Test Marketing
Storm Gudrun: Managing a Crisis
Wheres the Fine Print Advertising and the Mortgage Market Crisis
