International Marketing Study Program 2006
BP
13th January 2006
BP was the fourth company visited as part of our Study Program. We arrived at the world’s largest office site of BP at about 10am. As soon as we got off the bus, we were already excited by the beautiful landscaped environment. We were welcomed and led to the conference room by Mr David Henderson who is a former graduate of Monash University!
A brief safety rules were addressed before the presentation as were told that the company is very concerned about the safety of the employees as well as the visitor. The company had also prepared some coffee and tea for us, as well as some fruit plates, which we were all very much appreciated. Their kindness in providing us a feeling of the causal environment has helped us to relax and concentrate throughout the presentation.
Mr. Wolfgang Stueckle, who is the Marketing Excellence Advisor, was the first presenter who gave us an introductory overview about BP and himself as a graduate employee. In summarizing his 3-month experience of the Euro Programme, Wolfgang said he enjoyed the flexibility, diversity and cooperative atmosphere provided by BP. We are all very much impressed by the working culture at BP and it commitment of its employees. It would be a fantastic opportunity for any of us to become one of their employees in the future.
Information on branding and marketing were presented by Mr. Duncan Blake, the Group Marketing Brand Manager. During the presentation, he discussed the importance of the brand and how it was managed. It also was interesting to learn how BP has progressed to another stage and has repositioned itself as an energy company that is focused on more that petroleum products. This was part of where the “logo change” has helped BP in instilling a new culture throughout its organisation. The current business objective is to look beyond petroleum to alternative sources of power such as solar energy, hydrogen power, wind power, natural gas, where BP has established an alternative energy area to research these newer energy sources..
Mr. David Henderson was our last presenter, who is the strategy and project manager. He gave us a summary of the previous presenters and then presented us with another interactive exercise “the stand and sit game”, for the purpose in keeping us energetic and concentrated after the lunch break. It is a useful tool to generate interaction in the room and helps identify the diversity in any group of people. He then went on to focus on the statistics about the company and the future for BP.
It was definitely an excellent opportunity that all of us could actually meet and talk with all the presenters. As after each section finished, we were given chances to ask as many questions that we can. Personally, I believe the most impressive thing about this visit is that for just a short period of time, many of us have come from little understanding to a much better understanding of BP’s operation, culture and the core values that the company holds.
Prepared by Jennifer and Crystal
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