Mobil north american marketing and refining

1. Mobil north american marketing and refining JagdeepKalsi,ShirishKandekar,NivethithaKumar,VinodNanthan

2. Background

3. Need for a Balanced Scorecard “Vision : To be the best integrated refiner-marketer in the United States by efficiently delivering unprecedented value to customers”

4. Mobil’s Strategy

5. Implementation Plan “Having trouble with your strategy? Then Map it”

6. Financial Perspective Improve Shareholder Value Increase Mobil’s Return on Capital Employed Revenue Growth Strategy Productivity Growth Strategy Introduce new sources of non gasoline revenue through expanded convenience stores Sell premium brands to increase customer profitability Become the industry cost leader in every supply chain category Increase value to customers Maximize the use of existing assets Build the franchise Improve cost structure Improve use of assets • Revenue from nongasoline products • Profit margin • Sales volume compared with the rest of the industry • Ratio of premium products sold to regular products sold • Mobil’s cash per gallon compared with the rest of the industry • Actual cash flow compared with the business plan

7. Customer Perspective Financial Objectives Customer Intimacy Product Leadership Operational Excellence Product Leadership Clean safe quality products Speedy Purchase Friendly helpful workers Customer Loyalty Trusted Brand Win-Win Dealer Relationship • Share of targeted customer segments • Mystery Shopper Rating • Dealer Profitability • Dealer Satisfaction Competitive Pricing Product Quality On time Delivery

8. Customer Strategy

9. Internal Process Perspective Customer Objectives Financial Objectives Improve h/w performance and inventory management, deliver products on specs, on time and become industry cost leader Become a good corporate citizen through regulatory and environmental processes Achieve operational excellence through operations and logistics processes Increase customer value through customer management process Understand Customer segments better and build best in class franchise teams. Create nongasoline products and services Improve environmental health and safety Build the franchise through innovations • New product acceptance rate • New product ROI • Share of target market • Dealer quality rating • Reduced number of environmental and safety incidents • Refinery yield gap • Unplanned downtime • Inventory levels • Stockout rate • Activity based costs v/s the competition

10. Learning and Growth Perspective Internal Process Goals Promote functional excellence, develop leadership skills, and create an integrated view of the company among employees Adopts new technologies that aids process improvements Employee competencies Align business and personal goals Technology Corporate Structure • Ratio of strategic skills to job coverage • On time deployment of systems • Personal balanced scorecard • Employee feedback

12. Results

13. Key Take Aways

14. Index • Background • Need for a balanced scorecard • Mobil’s Strategy • Financial Perspective • Customer Perspective • Customer Strategy • Internal Process Perspective • Learning and Growth Perspective • Strategy Map • Results • Key Take Aways