AbstractsBusiness Management & Administration

A Market Entry Strategy for Shell LNG fuel targeting the commercial road transport market in the UK :

by P.A.W. Damen




Institution: Delft University of Technology
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


Abstract

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.