Strategic Plan Options Paper

Total Oiling Company

The Total Oiling Company is a well-known enterprise that has thousands of branches across the globe. It is a French multinational that integrated gas and oil companies. It is one of the six leading or superior oil companies in the world. The company’s businesses cover the gas and oil chain. They cover from the natural gas and crude oil, transportation, crude oil products trade, natural gas exploration and production, refining, marketing of petroleum products, and power generation. Additionally, the company has its head office in the West of Paris, Tour Total. The company’s history began with the creation of the CFP in the 1920s. CFP stands for the Compagnie Francaise des Petroles. Initially, the oil was produced in the Middle East. Later, Total began to expand into diverse petroleum, chemicals, refining and petroleum product marketing. They also expanded internationally. A hundred years down the line, Total Company has developed and grown to be a leading energy producer with a cutting edge innovation. The company's success is associated with the three statements. They have strengths and weaknesses connected to the statements. In addition, the company faces large opportunities as well as threats. All in all, the Total Company development and growth into an international company is tied to its customs and practices that place it at the top of the market in the oiling industry.

The Total Company’s history began in 1924 when it was known as Compagnie Francaise des Petroles. Its innovation was after the First World War. However, the then French Prime Minister rejected the proposal by the Royal Dutch Shell. According to the Prime Minister, the company would solely belong to the French. Later, a group of banks came together in support of the idea, coming up with the name Total (Selley & Sonnenberg, 2014). The name suggests that it is a French company. At that time, petroleum was a vital commodity due to the war. It was also part of the compensations by the Turkish due to the war damages after the First World War. In 1929, the company became a private sector company after the listing on the Stock Exchange, in Paris. The following year, it became engaged in the production and exploration of oil in the Middle East. Initially, the exploration was in Normandy. The company launched its branches in Africa, Canada and Venezuela, after the Second World War (Selley & Sonnenberg, 2014). They would pursue their sources from France. In 1954, the company produced its products as a Total brand of gasoline in Europe and Africa. In 1985, it was renamed to Total CFP because it was widely known for its gasoline products. The Total Company was listed on the New York Stock Exchange in 1991. However, the French government controlled the largest percentage of the stock. Eventually, Total CFP was renamed to Total in 2003, and the current logo unveiled globally. As a result, the company has become a dominant force in the oiling industry in the world. It has also continued to lead in its stock performances. Therefore, the Total Company has developed from a French-owned company to an international private company.

Total Oiling Company has three statements that are the vision, missions and values statements. The vision statement considers the UAE, VEDC and ADNOC as part of the company’s influences on the human capital competencies in the energy, oil and gas industry. The Statement is beneficial to the company because its customers, employees and other stakeholders as a management tool. It clearly shows the company’s goal and purpose in the market (Blodgett, et. al., 2011). As a result, it inspires the company to keep being innovative and to have a brighter future. Also, the statement describes something that company or shareholders will never forget. On the other hand, the vision statement has a weakness because it is not easily understandable to the layman. Arguably, the vision statement should be simple and easy to remember. However, the Total’s statement is not easy to remember. The second statement is the mission statement that comprises of diverse concepts. One is that the company recruits and trains the UAE nationals that are outstanding. They are hired as the apprentices of the energy, oil and gas technologies industry through leveraging of the 21 years’ experience in the gas and oil industry (Blodgett, et. al., 2011). Secondly, it provides the confidence, skills and knowledge that help the UAE nationals to work successfully in the industry. Finally, it facilitates career opportunities for the apprentices from the UAE members and those from the ADNOC group. Similarly, the statement states the members who are given the superior considerations during the hiring process. It also shows its core market in the production of their goods and services (Wilson & Post, 2013). Also, it keeps the company focused on its agenda. However, the mission statement does not clearly indicate the direction of the company or connote the employee’s motivation. The final statement is the values statement that the company respects its apprentices, associates, colleagues, and partners by creating a trust-worthy relationship and operation with them. Also, the company embraces the cultural differences and responsibility towards the others at work. Besides, Total leads by example through the credibility of their initiatives and actions (Wilson & Post, 2013). As a result, the statement gives the company strength because it creates a sense of trustworthiness to the shareholders. It also helps the company in establishing relationships. On the other hand, the statement also is a weakness to the company because it lacks control over all their shareholders’ characters. Some of the shareholders will at some point be disrespectful or engage in a wrong deal. Consequently, the company will suffer a negative image. In summary, the vision, missions and value statements have strengths and weaknesses that affect the company directly and indirectly.

The Total Company has strengths, opportunities, weaknesses and threats that they encounter during their operations. The strengths of the company place them at a better place in the industry to compete with other oil producers. One is that Total is a competitive company that has created a healthy dislike in their competitors (Birkinshaw, et. al., 2013). They have also gained a valuable coverage all over the world. The company also has opportunities for growth and development. There are numerous opportunities for product development of the company. The brand is also highly protected by the owners especially because it does not wear out like other products. There is also a ready market in different countries in the continents. On the other hand, there are weaknesses associated with the company. One is that the company has faced numerous oil spilling controversies (Birkinshaw, et. al., 2013). They have also been charged in bribery cases. The threats include numerous government regulations that act as hindrances. There are also hybrid vehicles that can use alternative petroleum products. Consequently, the company has adequate development opportunities as well as challenges from the weaknesses and threats.

In conclusion, Total Company has found its place in the oiling industry where it has developed a strong brand name. Consequently, it has attracted a large number of customers as well as shareholders. In addition, there are opportunities for the company to develop across the continent. Similarly, the company has some weaknesses and threats that would negatively affect the company.

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