300 words

Problem Framing Paper

Chevron was established in 1879 when a group of explorers and merchants established the Pacific Coast Oil Company. The company name has changed numerous times, and the business has joined with other companies that add value, but the philosophy has remained the same “to provide the energy people need to fuel human progress” (Chevron, 2012).

Brands

Chevron’s products and services are the philosophies the company relies on to improve the standard of living around the world. To create value for the business, Chevron has created three brands: Chevron, Texaco, and Caltex. A brand refers to elements, such as trademark, design, logo, concept, image, and reputation (Lom, n.d.). A brand allows Chevron to differentiate products and services from competitors by providing recognizable and credible identifiers to customers.

The Chevron brand is described as a leading marketer of refined products, including gasoline, diesel and aviation fuels and lubricants (Chevron, 2012).

The Chevron brand includes registered trademarks, such as Techron®, Delo®, ExtraMile®, Oronite®, and ParaLux®. The Texaco brand is identified as marketed high-quality fuels, motor oils, and services suitable for a wide variety of engines ("Chevron," 2012). The Caltex brand is products and services sold mainly in Asia, Australia, and parts of the Middle East and Africa (Chevron, 2012). The trademarks associated with Caltex are similar to Chevron and Texaco, such as Havoline®, Delo®, and Havoline Xpress Lube®. The descriptions of these are similar, but a different brand name is needed because different environments and cultures require slightly various products.

The STEM education system is not widely practiced. Its adoption by Chevron means that the corporation participates in a very exclusive segment. To implement a successful STEM system, it is necessary to adopt measures that support the key component of the curriculum. Chevron has been in a position to facilitate this system by adopting such principles. As a result, it possesses exclusive competences that cannot easily be replicated which allows the institution to remain competitive in the market. It is an opportunity to stay relevant in the market by supporting a system of education that is not widespread.

Identify the Problem or Opportunity

Even though there might be other institutions offering a similar system of education, Chevron can differentiate its curriculum to set its course from that of others. The vast experience that the organization holds is the platform on which differentiation can be executed. The essence of such a move is to allow it to become an independent entity through recognition and awareness (Mendelson, 2004). For the institution, it would help it become more stable, and present more opportunities for progress. Differentiation is the key opportunity for Chevron. The specific aspects of the process would have to be identified, but would be aimed at enhancing widespread awareness and recognition.

Differentiation is a step worth taking is the increase in demand for a STEM curriculum. Since fewer institutions offer a STEM-based curriculum, Chevron can exploit this growth in demand. A factor worth taking into consideration is the need for this type of education should match the techniques that the institution adopts. The differentiation process should be aimed at fulfilling the needs an STEM-based curriculum. The long-term objectives would be to ensure that the institution becomes renowned for this system and be the leader in supporting STEM education. It is also important for the company to support the curriculum by its unique, and emerging needs in the industry (Mendelson, 2004).

Identify the Stakeholders.

Chevron's stakeholders are the individuals, groups, or organizations that have an interest or who are affected by the activities of the company. Like all businesses, Chevron has internal and external stakeholders.

The internal stakeholders are the people who have a direct stake in the success of the business such as employees, managers, owners, and shareholders. The company's external stakeholders have a less direct interest in the company which includes regulatory bodies and society. External stakeholders such as the general public, lenders, customers, and suppliers are outside of the enterprise but have a stake in how the company operates.

Chevron is creating prosperity by developing lasting partnerships. Everyone feels that education and job training are important. Therefore, Chevron’s target audiences are the communities, teachers and students.

Ethical implications related to this campaign are goodness and honesty. The goodness is doing a worthy deed to /for the people and the community. The morality implications are Chevrons interest of others. The community, teachers, and students have expectations of reliability, competence and honesty. Chevron is focusing on improving instructions with science, technology, engineering and math (STEM). The company is also helping provide careers and technical training that will lead to well-paying jobs. Chevron believes critical skills are needed to provide jobs, for the enterprise to be successful and for this country to compete in the global markets.

Ethical Implications: Related to Public Relations Issues

Chevron is an ethically driven organization that takes pride in the trustworthiness that employee teamwork brings. Ethics are not new to Corporate America when it comes to setting a responsible standard towards the conduct of business that ensures the economic wealth of the world and the professionalism of values and ethics.

Chevron delivers affordable energy for economic growth and prosperity. Chevron values providing energy while protecting the environment and working to strengthen the communities through a science, technology, engineering and math (STEM) program.

Chevron’s ethical implications focus on improving instruction in science, technology, engineering and math and helping to provide technical training that can lead to well-paying jobs. The majority of STEM programs are introduced in elementary and high schools, and it is important for Chevron to comply with school guidelines.

The STEM program is used through the public relations within schools to help promote their program which encourages children to get involved in learning about STEM and how it affects the world.

In every organization, some stakeholders decide on how the team should run and function. How they will make rules to for everyone to follow and how to implement it to succeed with the company's goal.

In this role, Chevron has to work with the guidelines that comply with the board of education to make sure that no ethical dilemma will occur. Every department from Chevron to the schools must communicate clearly; to assure that proper permission is given to allow Chevron to photograph and video students STEM related opportunities.

Ethical decision making is essential to the success of Chevron. Some decisions are obvious and easy to make; others are not. When faced with stressful situations Chevron will address them immediately.

Depth and Breadth of Research

Research is important to the public relations campaign at Chevron to ensure the smooth implementation of the STEM elements of the overall campaign. While it has been clearly identified in this paper, as well as from source information that there is a deficit in higher education students pursuing the sciences in the United States, the purpose of the STEM program encourages dialogue and participation. As such, research will be required to ensure not only a clear understanding of the target audience, but the most effective means of communicating with that audience, and ultimately driving changes in behavior from the students. Parents are the first parties responsible for shaping the minds of young students, so any research should include parents as well as communities and community structure.

Once identified, research can be conducted from syndicated sources like IBM, Reuters, iData or numerous others, or from direct research by Chevron through the surveys, questionnaires, web-based data collection or social media. Multiple forms will be required to ensure no key channels are overlooked in data collection. After sufficient data is collected, it needs to be analyzed, and key elements extracted to determine what messaging and communication is most useful in changing the mindset of students, teachers and the public at large. This research will occur before the campaign is finalized and be ongoing to ensure effectiveness, as well continually be updated to address changing needs and as a result of actual outcome evaluation.

Conclusion

Chevrons opportunity is to differentiate themselves from other companies committing to STEM education. Chevron has made an impressive financial commitment to STEM education to build up the future talent pool for the industry and establishing a benchmark for other companies to invest in STEM education. The companies PR team can use this to their advantage to gain positive publicity and recruit top talent, this will help differentiate Chevron.

References

Chevron Corporation. Retrieved from:www.chevron.com