A Market Entry Strategy for Shell LNG fuel targeting the commercial road transport market in the UK :
Institution: | Delft University of Technology |
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Department: | |
Year: | 2015 |
Keywords: | strategy; entry; market; Shell; LNG; UK |
Record ID: | 1241782 |
Full text PDF: | http://resolver.tudelft.nl/uuid:a848687b-3e5a-4f43-9d49-cf1047bfc074 |
This thesis study aims to deliver a ‘market entry strategy’ for Shell to enter the UK road transport market with its new LNG (Liquefied Natural Gas) product. The project includes the delivery of a B2B marketing strategy, a pricing strategy and a ‘route-to-market’ strategy.