The Sale Of Burmah Castrol To Bp Amoco Business Essay

This research study targets the detailed evaluation of business environment, sources of the organisation, organisational structure and corporate parenting of sale of Burmah Castrol to BP Amoco case. This research study identifies different methodology of why Burmah Castrol markets its crops to BP Amoco.

The Burmah Engine oil Company was founded in 1886 by Scottish business owners enthusiastic about exploiting newly found oil deposits in Burma. Burmah placed a significant shareholding in BP through until the early 1970s. Indeed, after an extended period functioning effectively as an inter- mediate having company for BP stocks, the management of Burmah in the 1960s used the worthiness of the stocks as guarantee to embark on an ambitious plan to convert Burmah into both a completely integrated engine oil company and a considerable conglomerate group.

This evaluation will contain a layout that will analyze Burmah Castrol performance and their ultimate implications through a step by step approach. An launch has been given on Burmah Castrol sale to BP Amoco, a detailed research on performance difference such as goals and goals, command, culture, organisational composition, commercial parenting, business environment of the company. Under each structural reform there in an reason on what lead Burmah to market it plants to BP Amoco, what exactly are the characteristics of every composition and what business lead to its inability. Following the critical research of structure I am talking about the critical issue at Sony.

In order to justify my argument I am using strategic management models and theories such as, 5 causes model, GAP evaluation, 7S matrix, SWOT research, PEST analysis, corporate and business parenting, value string analysis and finally triple loop learning method. Another segment of the report will concentrate on on answering the question is Castrol an evergrowing company, and recommendation that contain to be considered by them.

After concluding the examination I'll deliver my recommendation for BP and it will be followed by a suggestion suggested for BP Amoco to buy Burmah Castrol. Finally an action plan is developed for what has to be done by the firms where I've focused on three main aspects, specifically, marketing, structural reforms and cost effectiveness of the company.

Critical issues

The Burmah Petrol Company is a Scottish entrepreneur company founded in 1886 with thinking about exploiting recently found oil debris in Burma. On establishing success was accompanied by a milestone investment within an exploration concession across a considerable part of Iran acquired from the Shah. Indeed, after an extended period functioning effectively as an inter- mediate keeping company for BP stocks, the management of Burmah in the 1960s used the worthiness of the shares as collateral to attempt an ambitious plan to change Burmah into both a fully integrated essential oil company and a substantial conglomerate group.

The management ay Castrol are with skills in spotting both good managers and sensible investment opportunities: the blend would allow all the Group's businesses to prosper and expand. There was sufficient similarity in terms of key factors for success between Castrol and the Chemicals businesses to allow senior management to add value over the portfolio.

At past due 80s there was an uncertainty, about where the Group was going within the medium to long run. This has led them to find moves that might provide such balance. The opportunity arose from Foseco after taking over its management; because of its depressed talk about price.

There were also other issues to straighten out in the Chemicals businesses where some were underperforming: work needed to be done to improve their overall operating efficiency. That was a task that was successfully set about and supplied: signicantly superior ratios were achieved through cost trimming and effective emphasis.

In mid 1990s Burmah Castrol consisted of Castrol, mixing and marketing lubricants; and Chemicals with a residual Fuels retailing business - effectively the ultimate relic of the past - which was in the process to be sold off. The strategic review identied an main theme of professional marketing and quality service as the core competences of the successful chemicals businesses. ( Appendix 1)

Castrol's 75 % of its total profit came from traveler car engine petrol business, faced the prospect of better engines requiring longer and longer spaces between essential oil changes; and therefore of potential long-term volume decline. It has many talents and weakness with is discussed in appendix 2.

In 1996, they had a hard in North America after a run of constantly good volume and prot expansion; and concurrently we began to develop concerns about long-run developments in the passenger car engine oil business in Europe. A challenge was that a few of the areas of business were troubled due to prominent culture of the passenger car engine engine oil business.

Castrol talk about price come to 10 in the first 1990s and hadn't really migrated from that level. It changed to 13 at one point and down to 7 at another, but these were the extremes of an lifeless range.

Having break up out the commercial business from the traveler car engine oil business, it further highlighted, for example, that there could be more similarities between your professional lubricants business and the foundry chemicals business than there were between. Castrol - its brand and marketing culture - would stand for a great reward to a number of the major olive oil companies because of economies of level and the broader coverage of the lubricants market that it could provide.

At a spot they had some lack of belief internally, insufficient idea externally and a possibly time-limited opportunity therefore of oil industry consolidation. Furthermore, one of their non-executives argued consistently at board meetings that there was indeed a time-limited possibility to release value to shareholders. Which means critical issue is that Castrol should build up a model which is compatible with environmental changes in the shorter and the long term.

Critical evaluation

In strategic research it is important for Castrol to identify the current environment which the oil industry functions. In middle 1990s Burmah Castrol consisted of Castrol, mixing and marketing lubricants; and Chemicals with a residual Fuels retailing business - effectively the final relic of the past - that was in the process of being sold off. The swift street to redemption in the sales income and the profitability of the Castrol anticipated to poor management and severe tournaments the management of the Castrol have been likely to restructure its business. That they had a major disadvantage in management as they had some insufficient belief internally, lack of opinion externally and a possibly time-limited opportunity as a result of engine oil industry loan consolidation.

Castrol must plan to face the rivalry and menace from other opponents such as BP which is one of the key opponents to Toyota. The bargaining power of the buyers can be reduced if the supplies of Castrol product are low. So Castrol must have technique to maintain demand since it was the time of downturn. The bargaining power of suppliers can be changed insurance agencies competitive buying from different suppliers of good needed for oil sectors. (Refer appendix 3)

During the financial season 1995-1999 the Castrol Organization spent a massive amount to maintain steadily its position in this competitive market spending more than 1000 million euro on restructuring of its strategy. However in 1999 the revenue has decline basically comparing to past year as a consequence to high interest repayment and permanent creditors to the company.

The Castrol is facing many politics, inexpensive issues and mainly threats from American and Dubai engine oil industry with create a significant uncertainly of Castrol survival in the market. Castrol environment has been analgised using PEST (Refer appendix 4). Castrol is in an uncertainty position to maintain price steadiness by differentiation of its from others. Being near to the customers has also allowed them to segment the market effectively.

Castrol used an organisational composition that was significantly different from a traditional method of reflect the home based business environment in the middle 1997's. Unlike the structure of several modern structure petrol companies they may have adapted with their traditional strategy because than it convenience. The Tim Steven at the company's level holds a posture as the CEO of Board of Directors, and the director was in charge of all the functions at Castrol. All functional mind at Castrol also contain the position of party secretary at that function. These, to a great level, assist in the coordination between your CEO and management at Castrol, particularly at the practical level. (Refer appendix 5)

Competitor analysis

The olive oil industry is boiling over with changes. Deregulation, new opportunities in international fields and marketplaces and environmental difficulties are rushing together head-on to form the power and resources business of the future. Castrol is facing dangers from many overseas competition producing vehicle oil. And whilst they have been very successful in producing world position, specifically in Asia Pacic, that was unlikely to offer sufficient to offset the down sides that might be going to face over the ve-year run - absent of action - in the bigger developed markets in European countries and THE UNITED STATES. This possessed let to re-think what you can do to their passenger engine engine oil business and how competitor might take advantage over this example.

Further the Castrol group must increase its quality control procedure to avoid competitor's flaws in the creation level to avoid loss and meet competition effectively.

Managing change

The option which management developed, in substantial detail, engaged is breaking the Group up. This acknowledged market skepticism about the coherence of the portfolio. Although the need for radical restructuring was accepted, an issue which management did not fully resolve at this point in the process concerned the way the slicing should be completed. The restructuring would not supply the expected results unless the employees are content with the changes. So Castrol should take steps to create assurance in the minds of the employee with regarding to changes.

The employee involvement in changes will make them success. In other term it should reduce level of resistance and increase co-operation within organisation. The management should increase two way marketing communications from the top to bottom degree of the hierarchy in order to use the tactical changes efficiently.

Value chain evaluation (Appendix6), balance score cards (Appendix7) and cultural webs (Appendix8) receive in the Appendixes, that could be integrated in to Castrol company system to yield greater results.

Financial performance of Castrol

The financial performance at Castrol during 1999 was inadequate; the lost or simply break-even. This was related to several factors: high financial costs, low -margin products, poor sales, high interest rates and high procurement costs. (Gerry, n. d)


The case study assessed by this record concentrates on different restructuring strategy and structure processors under taken by Castrol during the period of 1995-1999. In this particular analysis I've taken each composition one at a time and commented on factors which led Castrol to do each restructuring process, characteristics of each structure and elements which led each framework to its failure. I have the recognized the critical concern that are confronted by Castrol as having less concentrate into future in making organizational set ups for the corporation.

In order to evaluate this case from a tactical management perspective I've used the latest models of such as 5 forces model, 7S matrix, SWOT evaluation, PEST evaluation and Cultural web. Release has been directed at each model applied and exactly how it can be related to Castrol Company. Future Castrol is also considering further development of the engine motor petrol business, possibly restructuring its strategy or by joint venture to make it through in the competition edge.

Therefore I concluded that the success of almost all of the firms was based on competences regarding high degrees of service rooted in localized knowledge of how their product applications could meet customer need. Success was not so much based on the technical aspect of product as on professional marketing and service on an area basis. An important exception to the routine was that part of the traveler car lubricants business which included sale of product through retail programs.

After critically examining the company I am giving my recommendation for Castrol and a proposed action arrange for the mandatory period.


The success of the businesses was much more to do with understanding customer needs than the creation of essential oil. Therefore getting into much greater focus on devolution of responsibility to the market-facing business units is recommended. And Castrol was using the old strategy which was not heading to allow them to continue to grow the business enterprise at the prior rate of proper plan. So it's suggested for Castrol to develop a new strategy for their business to be able to be competitive in this environmental market.

They should also look at the other business such as the professional lubricants business, the sea lubricants business and the commercial lubricants business that can be the main element factor to survive on the market. Since their internal structure for managing the global Castrol lubricants business was no longer appropriate they have to re-structure the organisational structure if indeed they want to boost their position in each of the four marketplaces.

To reach that to improve performance over the complete business, also to achieve economies of level, they have to move from a geographic composition to one focusing on each of the four areas of Castrol as global businesses in their own right. The old composition had been hugely successful. It experienced enabled an extremely strong ethic of customer focus and a solid esprit de corps. So it is suggested to fellow as overall it benefiting the company.

As an exec team they need to explore what opportunities there have been for us to play a part along the way of loan consolidation.

It figured the success of almost all of the businesses was predicated on competences to do with high degrees of service rooted in localized knowledge of how their product applications could meet customer need. Similar to the prior exercise on the Chemicals businesses, the conclusion was that success had not been so much based on the technical aspect of product as on commercial marketing and service on a local basis. An important exception to the routine was that area of the passenger car lubricants business which involved sale of product through retail channels.


Castrol is well known engine oil production in the world have established in worldwide counties. Since there is a management deficiencies, the performance of the Castrol have reduced. Therefore practicing traditional approach as it helps the Castrol it is recommended to above so in case of problem in future the business can take up old strategy to sustain its position in the market.

As suggested above, moving into much greater give attention to devolution of responsibility to the market-facing sections as the success of these businesses was much more regarding understanding customer needs than the development of engine oil. And Castrol was using the old approach which was not heading to enable them to keep to grow the business at the prior rate of strategic plan. So that it has been suggested for Castrol to develop a new technique for their business in order to be competitive in this environmental market.

By having restricted romance with customer can help Castrol to execute effective and proficiently by section its product in line with the need of the clients. And also getting a well defined online marketing strategy would raise the market share and the earnings of the business.

Thus Castrol should make a long range plan to meet the needs of both sections through increased product plan, research and development.


Hubbard, G. Rice, J. & Beamish, P. (2005). Proper management thinking analysis action. (3rd ed). Pearson education Australia

Johnson, Gerry (n. d). The sale of Burmah Castrol to BP Amoco. Discovering Corporate Strategy

Kotelnikov, Vadim (Shared Values). [ n. d] retrived January 18, 2010 from http://www. 1000ventures. com/business_guide/crosscuttings/shared_values. html.

Plunkett (Business Information) [December 01, 2008]. retrived on January 22, 2010 from http://www. alacrastore. com/storecontent/Plunkett_Research-Energy_Industry_Market_Research_and_Competitive_Analysis_2009_from_Plunkett_Research-2082-13.

Viljoen, J. & Dann, S. (2003). Strategic management (4th ed. ). Frenchs Forest, New South Wales: Pearson Education Pty Ltd.




http://www. vectorstudy. com/management_theories/img/mckinsey_7s. jpg


The strategy of the Castrol Organization was to continue to build up as an extremely successful global business with an extremely powerful brand, motivate functional managers to take part in corporate decisions making in order to boost performance and to meet competition proficiently. It is through this eyesight the whole corporation should perform and it takes the leading role in getting other elements of the 7S matrix to check out in order to attain those targets.


The composition of Castrol company have been a geographically founded model, with four local directors, the brand managers accountable for over 50 country managers who ran their country businesses, very efficiently hitherto, like specific freedoms. Traditional even structure, where there have been two way communications between your top management and the efficient management. However by restructuring each section was converted into autonomous cellular structure where in fact the C. E. O of every company was responsible for his own company.


Systems can be regarded as day today ongoing processors of the any business, thus these can vary from Human Source of information procedures, accounting steps, production lines, records etc. Castrol should try their best to make their systems more effective through inventions and management designs.


Castrol company got a straight span of management with the majority of the decision was made at the top degree of management since it was vested with CEO of this company. This represented a autocratic design of command but under the restructuring Castrol can change its decision making style that was previously was under CEO and staffs can be encourage to make decision in critical situations.


Organizations are made of humans and it's really people who make the real difference to the success of the business in the increasingly dynamic knowledge-based surroundings. The need for human resources has thus got the central position in the strategy of the organization. This involves the techniques how businesses develop employees to form up value to boost performance. The two way feedback launched after the restructured programmes advanced the communication between your top management and the subordinate personnel.

Shared Values

"Shared prices are what engender trust and link an organization mutually. Shared worth are also the personality by which a business is known throughout its business areas. These principles must be explained as both corporate and business objectives and specific prices. " (Vadim Kotelnikov, nd)

All the employees of the Castrol should be prompted for taking the in the strategic implementation process.


Skills of employee are not sufficient for Castrol since they had insufficient trust internally with hindered the business performance. But after that restructuring and reconsidering strategy the company can improve its performance since present calendar year profit have declined comparing to prior year profit. . This is solved by training and educational programs for the staff paradigm of operation, recruitments of young, dynamic, innovative technical personnel to infuse organisational culture.

Appendix 2

SWOT Analysis


The Burmah Oil Company was founded in 1886 by Scottish internet marketers.

Operates petrochemical businesses worldwide through the network of its subsidiaries and retail brands

The traveler car engine oil business, which symbolized 75 % of total income faced the chance of better machines oil suppliersCastrol strong brand devotion for oil

Very successful producing world position, particularly in Asia Pacic.


Castrol had some lack of belief internally, lack of opinion externally and a possibly time-limited opportunity as a result of engine oil industry consolidation.

Some of the areas of business were troubled because of the prominent culture of the traveler car engine oil business.

Reduce in talk about price of Castrol


The tactical review identied an underlying theme of commercial marketing and quality service as the central competences of the successful chemicals businesses.

Extension of strategic coal and oil acquisitions in North Sea area;

Launch of more adaptable price insurance policy to remain competitive main competitors.


Environmentally unsound insurance policies due to essential oil and dangerous spills;

Possibilities for making the Chemicals collection as a whole more substantial and therefore more able to sit comfortably alongside Castrol

Ceasing operations in a number of potential locations using their further re-branding (Conoco);

Sale of corporate-owned stations;

Share price was sliced up right down to 7 which was the extremes of any uninteresting range.

Since the passenger car engine engine oil business, which represented 75 per cent of total prots, faced the chance of better engines requiring much longer and longer spaces between petrol changes; and therefore of potential long-term volume decline.

Further lawsuits taking into consideration the company's ecological activities.

Appendix 3

Industrial Environment analysis of Castrol by using Porter's Five Pushes model

The strongest competitive push or pushes determine the success of a business and become the most important to strategy formulation (Porter. M, 2008). Analysis by Porter's five causes can be said that threat of new entrants is low anticipated to huge capital and cutting-edge technology. Suppliers are poor because they are spread across the world and cannot easily frontward integrate. Customers are weak due to low demand for non-consumer goods and high switching costs; moreover, potential buyers are not able to backward incorporate. Substitutes are moderately strong anticipated to different and less-expensive transportation facilities. On the other hand, strength of rivalry is strong because of major players are prominent on the market by almost same technology and making processes, suppliers relationship and circulation systems.

Treat from New entrance


Power of Buyers


Power of Suppliers

Revelry among


Treat from Substitutes

Threat of New Entrants- The enlargement of foreign opponents began to decrease the marketplace of car companies. As the globe is experiencing monetary downturn there is a great opportunity for the reduced cost customers to enter into the market. The convention of customers towards the brand is the only barrier to entry the marketplace.

Power of Suppliers - A whole lot of suppliers rely upon a certain olive oil companies to buy a majority of their products. If Castrol made a decision to change suppliers maybe it's the finish of the supplier's business. Subsequently, suppliers have little ability. Castrol should have a tightly destined network of suppliers, and partly to hedge against the loss of key suppliers.

Threat from substitutes- You will discover essential oil companies such as BP, Shell, reliance etc which will be the major rival in the engine oil business market. Turning cost, change in buyer's preferences and qualities of source all create danger to Castrol Company.

Power of customers - Castrol bargaining vitality of customers, is quiet vulnerable for Castrol and the entire vehicle industry with a sizable number of alternate suppliers, hence, the extreme pricing strategy.

The five makes analysis gives a better understanding of the degree of competition within the business environment. The examination demonstrates the motor vehicle industry is highly competitive, with potential buyers having and exerting an extremely powerful affect to the large number of substitute brands open to them.

Appendix 4

PEST Analysis


World energy marketplaces have become more volatile because of the threat of geopolitical instability.

Greater local climate destabilisations from CO2 emissions are leading governments to encourage more lasting forms of energy.

World energy market segments are becoming more volatile due to the growing oil requirements of your buoyant Chinese economy, creating stress between nations


Economy is underpinned by its energy

Energy markets will dsicover demand increasing by almost 60 percent, with fossil fuels get together almost all of this, and nuclear and green energy marketplaces having limited relative contribution

Alternative energy options as a share of total energy supply are increasing and are expected to continue to do so.


Kyoto Agreement, signed in 1992, has led to carbon funds (World Loan company, ) and emission trading in European countries and around the world, which is now a legal necessity.

People's worldview is needs to change to a concern above the sustainability into the future, although this is not expected to change drastically to justify wide-spread changes to energy use for quite a while.


The International Energy Organization states that different energy market segments will be underpinned by scientific breakthroughs.

Research shows technology is the key to competitiveness in the choice energy industry; whilst substitute energy solutions are underpinned by 48 critical success factors across scientific, commercial, socio-political and organisational categories.

Appendix 5

Organisational structure

Castrol used an organisational structure that was significantly different from a traditional method of reflect the home based business environment in the middle 1997's. Unlike the structure of many modern structure essential oil companies they have got adapted with their tradional strategy because from it convenience. The Tim Steven at the business's level holds a posture as the CEO of Mother board of Directors, and the administrator was in charge of all the functions at Castrol. All practical heads at Castrol also contain the position of get together secretary at that function. These, to a great level, aid the coordination between your CEO and management at Castrol, particularly at the useful level.

The organisational composition that created for Castrol is shown in this amount,


Vice Leader (Production)

Vice Chief executive (Technology)

Vice President (Equipment)

oil making

oil rolling

Production office



Quality inspection



Planning & Accounting

Materials Supply



Board of directors

50 country managers

Line manager

Regional director

Regional director


Regional director

Regional director

Appendix 6

Value Chain analysis

Firm Infrastructure

(Administration, Salaries and Wages, Resources of BMW, After deal services)

Technology Development

(New models, Development of new scientific programs)

Human Learning resource Management

( Recruitment and selection of qualified designers and general managers, continuous training and development/ supervision)


(Increase output of new models such as minuscule and Highway rover)

Inbound Logistic

Getting contact with new company for online backup and development of new models to draw in different groups of customers


Carrying out activities such as acquiring technology and utilizing skill workers

Outbound Logistic

consumer commitment created by quality

Marketing and Sales

Marketing is done by giving a Effective branding and establishes mental contacts to the customers of Toyota

Appendix 7

Balance score greeting card of Castrol


How should we appear to our shareholders?

Vision and strategy


To achieve our eyesight how should we maintain our potential to test improve?


How should we appear to our customers?


What business operations must we master?

The healthy scorecard is a performance way of measuring and management tool which is getting in level of popularity and which is particularly great for the execution and evaluation of strategy. The healthy scorecard is a thorough platform that translates an organization's eye-sight into a coherent group of tactical initiatives and performance steps.

Financial perspective

Burmah Castrol is in fact very much more than one homogenous business and even the Castrol Lubes business expands across lots of sections, each quite different in mother nature. Each business group is run independently from others in Burmah Castrol and we've a strong custom of local operating product autonomy. Indeed, it is good to say that people never operate as a centralized business and how big is our operating items runs right across the spectrum from the very small to the very large, as this graph of twelve-monthly turnover illustrates. It 've got 109 items, with an annual turnover of significantly less than 5m and then move down the level; 26 significantly less than 10m; 20 at less than 15m; etc. And then go right up the range and there is what we'd see as mega units: 1 at 100m; 1 in the 200m range; and 2 in the 300m range.

Customer perspective

Castrol Consumer is world innovator in the supply of car and bike lubricants and services, marketing to workshops and retail chains, automobile item stores and petrol channels. Principal products are engine unit oils, e. g. GTX, transmitting uids and brake uids. To determine nowadays it's vital for each company to establish a strong romance between customer and the company. Complete client satisfaction is what is needed to achieve this romantic relationship. Castrol should create a strong marriage that reflects their beliefs as individuals and customers of the society. Plus they always make an effort to build associations with customers predicated on shared trust and devotion.

Internal business process perspective

Castrol Commercial provides products and services principally to on and off-road vehicle eets. Off-road business includes vehicles used in construction, quarrying, agriculture and forestry. On-road eets cover vehicles, buses and coaches. Castrol Commercial facilitates its customers in optimizing service intervals, obtaining fuel overall economy and improving engine unit efciencies

Learning and Development perspective

Castrol should adapt many new and advanced technologies that have surfaced in recent years to make their daily lives far more convenient, pleasant and successful. However these days technology will not drive business techniques for oil companies. The Castrol Creation System does indeed. However, technology plays a critical role by aiding, enabling and bringing to life over a mass scale the functions done by Castrol. It has to give more important to its research and development to improve efficiently. In addition adapting to traditional approach would be benefited and by improving in the areas of industry.

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