The Shell Pecten was one of the most familiar symbols in the world and Shell gas stations were in more than 120 countries Shell was by far the market leader
POSTING ON SHELL BLOG: 27 March 2010
(By “Wilt Staph”)
The slow demise of Shells refining and marketing business (known as Oil Products) has been painful to watch for those who remember, or were part of, the glory days of the Shell brand. At one time Shell was arguably the most ubiquitous consumer brand of all in any sector certainly on a global scale. The Shell Pecten was one of the most familiar symbols in the world and Shell gas stations were in more than 120 countries Shell was by far the market leader. But over the last ten years or so this position of dominance has eroded and now Shell has announced that it will be withdrawing from around a third of the countries in which it retails automotive products the beginning of the last phase of Shells existence as a marketer is underway and gathering pace. So where did it all go wrong?