“GARRISON FI

SHELL PAKISTAN LIMIT

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 TABLE OF CONTENT
ACKNOWLEDGMENT...........................................................................................................................1

CHAPTER NO #01...................................................................................................................................2

EXECUTIVE SUMMARY.......................................................................................................................2

CHAPTER NO #02...................................................................................................................................3

 INTRODUCTION:............................................................................................................................3

1. BACKGROUND HISTORY OF SHELL PETROL PUMP:............................................................3

2. GARRISON FILLING STATION OVERVIEW:.............................................................................4

3. LOCATION AND FACILITIES:......................................................................................................4

4. CAPACITY AND SERVICES PROVIDED:....................................................................................4

3. SIGNIFICANCE:...............................................................................................................................5

 INTRODUCTION TO SHELL PETROL PUMP:............................................................................5

1. MAIN AIM:.......................................................................................................................................7

2. HYPOTHESIS FOR SHELL PETROL PUMP:................................................................................7

3. SHELL PETROL PUMP ACHIEVEMENTS:..................................................................................8

4. PURPOSE:.........................................................................................................................................8

5. SCOPE:..............................................................................................................................................9

6. THE MAIN PROBLEM BEING DISCUSSED:...............................................................................9

7. DISCUSSION RELATED TO OUR INVESTIGATION:..............................................................10

8. DISCUSSION RELATED TO WHAT WE EXPECT TO LEARN:.............................................10

9. MISSION STATEMENT................................................................................................................10

10. VISION STATEMENT:..............................................................................................................11

CHAPTER NO #03.................................................................................................................................12
 BODY:.............................................................................................................................................12

 MARKET ANALYSIS:...................................................................................................................12

 OPERATIONAL PERFORMANCE:..............................................................................................12

 CUSTOMER EXPERIENCE AND EXPECTATION:...................................................................13

 ENVIRONMENTAL INITIATIVES:.............................................................................................14

 SOPS OF SHELL PETROL PUMP:...............................................................................................14

 SWOT ANALYSIS:........................................................................................................................15

 PESTEL ANALYSIS:.....................................................................................................................16

 ORGANIZATIONAL STRUCTURE:............................................................................................17

 ORGANIZATIONAL CHART:......................................................................................................17

 ROLES AND RESPONSIBILITIES:..............................................................................................17

 REPORTING LINES AND COMMUNICATION CHANNELS:..................................................18

 EMPLOYEE TRAINING AND DEVELOPMENT:......................................................................18

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  IMPACT ON EMPLOYEE PERFORMANCE AND CUSTOMER SERVICE:...........................18

 MITIGATION STRATEGIES TO PREVENT FIRES AT SHELL PETROL PUMPS:................19

 INFRASTRUCTURE AND EQUIPMENT:...................................................................................20

 EQUIPMENT USED IN DAILY OPERATIONS:.........................................................................20

 MAINTENANCE PROCEDURES AND SCHEDULES:..............................................................21

 TECHNOLOGY INTEGRATION:.................................................................................................21

 USE OF TECHNOLOGY IN DAY-TO-DAY OPERATIONS:.....................................................21

 INFORMATION SYSTEMS FOR INVENTORY TRACKING AND CUSTOMER

INTERACTIONS:...................................................................................................................................22

 FUTURE TECHNOLOGY CONSIDERATIONS:.........................................................................22

CHAPTER NO #04.................................................................................................................................23

 FIGURES AND TABLES:..............................................................................................................23

1. CUSTOMER PAYMENT METHOD DISTRIBUTION AT SHELL PETROL PUMP:...............23

2. SHELL PAKISTAN PROFIT MARGIN:.......................................................................................24

3. SHELL ANNUAL PROFIT:...........................................................................................................24

4. CONCLUSIONS:............................................................................................................................25

5. RECOMMENDATIONS:................................................................................................................26

6. ACTION STATEMENTS:..............................................................................................................26

7. LIMITATIONS TO FINDINGS:.....................................................................................................26

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 Acknowledgment
We are writing this acknowledgment with immense gratitude for your unwavering
dedication and guidance throughout our English course at the university. Your passion
for teaching and commitment to our growth as students have made a profound impact
on our academic journey. Your insightful lectures, patience in clarifying doubts, and
encouragement to explore diverse perspectives have not only enhanced our
understanding of the English language but also broadened my horizons in literature,
critical analysis, and effective communication. Additionally, I want to express my
heartfelt thanks for entrusting us with the technical writing report project. This project
provided an invaluable opportunity for practical application, allowing us to learn
essential skills in researching, analyzing, and presenting technical information
effectively. The project was an enriching experience that significantly contributed to
our learning and skill development. Your mentorship has been invaluable in shaping
our presentation and writing skills, fostering a deeper appreciation for language
nuances, and instilling confidence in expressing my thoughts eloquently. We are truly
fortunate to have had the privilege of being your student. Your support,
encouragement, and the knowledge you have imparted will remain with us well
beyond my university years. Thank you for being an inspiring educator and for your
unwavering commitment to our academic success.

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 “SHELL PETROL PUMP”
GARRISON FILLING STATION

CHAPTER NO #01
Executive summary
Shell is a superior brand name with more than 100 years history in this region, in fact
the company is still in possession of a fuel storage tank from 1899. However, the
documented history of the Royal Dutch/shell group the Indo-Pak subcontinent dates
back to 1903 when a partnership was struck between the shell transporter and trading
company and the Royal Dutch petroleum company to supply petroleum products in
Asia. With their key indicators of progress already soaring to new heights, Shell is
committed to dedicate all its energies, resources and the time to bring higher value
and satisfaction to their customers, employees and shareholders. The Shell Petrol
Pump in Pakistan stands as a testament to exceptional service delivery and a
commitment to sustainability within the country's petroleum landscape. Offering a
diverse range of services, this station caters comprehensively to the automotive needs
of its patrons. Ensuring top-tier fuel quality remains a cornerstone of its operations,
with stringent quality control measures aligned with international standards.
Moreover, the station boasts a customer-centric approach, fostering loyalty through
tailored services and loyalty programs. Beyond its business operations, the pump
actively engages in community-oriented initiatives, supporting local causes and
contributing significantly to community development. Challenges inherent in the
industry are met with proactive strategies, while future prospects prioritize continual
service enhancement and an unwavering dedication to sustainable practices. The Shell
Petrol Pump in Pakistan thus epitomizes excellence in service, quality, and
commitment to a greener, community-focused future.

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 CHAPTER NO #02

 Introduction:
1. Background History Of Shell Petrol Pump:
Shell is a global group of energy and petrochemicals companies. According to the
manager, "With around 101,000 employees in more than 140 countries and territories,
Shell helps to meet the world's growing demand for energy in economically,
environmentally and socially responsible ways".

The Shell brand is one of the most familiar commercial symbols in the world. Royal
Dutch Shell is the world's largest private sector oil company by revenue, Europe's
largest energy group and a major player in the petrochemical industry. One of North
America's leading producers of oil, gas, and petrochemicals, Shell Oil Company has
distinguished itself through its commitment to industry innovation. Its marketing
expertise has enabled the company to compensate for its relatively low volume of
crude oil production, as compared to its strongest competitors, by selling an
equivalent amount of gasoline nationwide.

Although the company conducts business primarily in the United States, Shell also
explores for and produces crude oil and natural gas outside the country, both
independently and through joint ventures with other subsidiaries of its parent
organization, royal dutch/Shell Group. Shell Petroleum Inc. is a holding company that
is 60 percent owned by Royal Dutch Petroleum Company and 40 percent owned by
The Shell Transport and Trading Company. Shell has five core businesses:
exploration and production, gas and power, refining and marketing, chemicals, and
trading and shipping. Shell's primary business is the management of a vertically
integrated oil company. The development of technical and commercial expertise in all
the stages of this vertical integration from the initial search for oil (exploration)
through its harvesting (production), transportation, refining and finally trading and
marketing established the core competencies on which the company was founded.
Similar competencies were required for natural gas, which has become one of The
most important businesses in which Shell is involved, and which contributes a
significant proportion of the company's profits.

Over the years Shell has occasionally sought to diversify away from its core oil, gas
and chemicals businesses. These diversifications have included nuclear power a short-
lived and costly joint venture with Gulf Oil in the USA); coal (Shell Coal was for a
time a significant player in mining and marketing); metals (Shell acquired the Dutch
metals-mining company Billiton in 1970) and electricity generation (a joint venture
with Bechl called Intergen). None of these ventures were seen as successful and all
have now been divested.

“Shell Pakistan Limited is a subsidiary of the global energy giant Shell. Operating in
the energy and petrochemical sector, Shell Pakistan Limited manages a combination
of company-owned and dealer-owned petrol pumps across the country. Company-
owned stations are directly overseen by Shell, while dealer-owned stations, through
agreements with Shell, operate under the Shell brand. This dual ownership strategy
allows Shell to extend its market presence by partnering with independent
entrepreneurs who adhere to Shell's standards. It creates a diversified network,

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 combining the strength of Shell's global reputation with the local entrepreneurial
spirit, ensuring a robust and widespread distribution of Shell's petroleum products in
Pakistan.

In the city of Sialkot, our visit to the Garrison Filling Station on Khawaja Safdar
Road unveiled a prime example of this operational strategy. Owned and managed by
Muhammad Saleem, this dealer-owned petrol pump operates under a symbiotic
agreement with Shell Pakistan Limited. The strategic alliance empowers Muhammad
Saleem to run the station while aligning with the stringent terms and conditions
outlined by Shell. Notably, the Garrison Filling Station isn't just a fuel dispensing
point; it embodies the fusion of global standards and local entrepreneurship. Its
location at Khawaja Safdar Road serves as a strategic hub, showcasing the careful
selection of sites by Shell. Muhammad Saleem's meticulous management not only
adheres to corporate standards but also reflects the localized understanding and
commitment necessary for the success of such partnerships. As this technical report
unfolds, the Garrison Filling Station becomes a microcosm of the intricate balance
that defines Shell's expansive network, where corporate directives harmonize with
entrepreneurial initiatives, contributing to the resilience and efficiency of the broader
petroleum distribution system.

2. Garrison Filling Station Overview:

The Garrison Filling Station, located in Sialkot and operating under the Shell brand
franchise, likely offers a range of services typical of a Shell petrol pump. Such
stations commonly provide various grades of fuel (petrol, diesel), often with a
reputation for high-quality fuel products. They usually offer convenience store items,
car maintenance services like oil changes, vehicle inspections, and may include
facilities such as air pumps, car washes, and restrooms. Loyalty programs and
discounts for frequent customers are also prevalent in these franchises.

3. Location and Facilities:

The Garrison Filling Station is strategically positioned in Sialkot, a city in Pakistan
known for its industrial significance and commercial activities. Situated in a
convenient and accessible location, Khawaja Safdar road this station likely serves
both local commuters and travelers passing through the area. As for its facilities, it is
likely to offer a range of services typical of a Shell-branded petrol pump, including
fuel options, a convenience store, car maintenance services, and various customer
amenities.

4. Capacity and Services Provided:

Regarding capacity, the station is expected to have a capacity suitable to
accommodate a steady influx of vehicles seeking fuel, maintenance services, and
convenience store offerings. It likely provides various grades of fuel, such as petrol
(gasoline), diesel, and possibly premium fuel options. The services offered could
include a well-stocked convenience store supplying snacks, beverages, basic
groceries, and automotive supplies. Moreover, it may provide car maintenance
services like oil changes, tire pressure checks, and car wash facilities. Customer
amenities like restrooms and air pumps might also be available.

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 3. Significance:
its significance likely lies in providing essential services to the local community and
travelers passing through the region. As part of the wider network of Shell-branded
stations, it contributes to the area's accessibility and convenience for fueling needs
and associated services. Additionally, its presence in Sialkot might have contributed
to the development and facilitation of transportation infrastructure, catering to the
needs of both individual consumers and commercial vehicles operating in and around
the city.

 Introduction To Shell Petrol Pump:

Shell Pakistan Limited (SPL) has more than 850 retail stations in more than 330
cities, having 20% market share and is the largest foreign investor in Pakistan's oil
marketing sector. Shell has been the leader in the lubricants sector since 2002,
currently with more than 40% share of the organized sector. Shell's Commercial Fuels
business (including commercial transport) is a significant opportunity for growth. Its
aviation business supplies fuels to six key airports across Pakistan. Shell has 30%
interest in the Pakistan Refinery Limited (PRL) (average production: 40,000 bpd)
located in Karachi and a 26% interest in US$480mn 780 km white oil pipelines. In
FY2010-2011 the Company earned a profit after tax of Rs. 906 million and recorded
11% growth in net revenue and 3% increase in gross profits compared to previous
year.

For our project we visited the shell petrol pump in Sialkot city which is located on
Khawaja Safdar Road and is being operated under the name of Garrison filling
station. The petrol pump came into being on 1995.

But the current owner Mr. Saleem of shell petrol pump got this pump on rent from the
past 10 years. The staffing structure at a typical Shell petrol pump includes
approximately 30 employees dedicated to fuel dispensation, ensuring smooth
operations at the pumps. Alongside this, a car wash service at the station involves
around 40 employees managing the cleaning and maintenance of vehicles. The
attached Tyre shop involves a workforce of about 6 employees, catering to tyre-
related services. Furthermore, there are typically 20 employees allocated to managing
the café area and an additional 10 employees overseeing the convenience store
operations.

The impact of petrol price fluctuations, Shell petrol pumps in Pakistan, like
elsewhere, face challenges due to varying fuel prices influenced by global market
trends, government policies, and currency exchange rates. These fluctuations
significantly impact the station's revenue and profit margins. To navigate through
these price changes, the pumps implement strategies such as real-time monitoring of
global oil prices, inventory management, and optimizing operational costs to absorb
price fluctuations. Additionally, the stations may adjust pricing strategies and
promotions while maintaining quality standards to manage customer expectations
during price hikes or drops.

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 If we talk about services, it provides:

• Oil Change Service:

• Convenience Store:

• Car Wash:

• Café:

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 • Diesel:

• Petrol:

1. Main Aim:
“Analysis of Shell Petrol Pump" is to comprehensively evaluate various facets of the
petrol pump's operations, encompassing aspects such as operational performance,
customer experience, financial analysis, environmental initiatives, safety protocols,
employee training, market positioning, and potential areas for enhancement. The
report aims to provide a detailed overview, highlighting strengths, weaknesses,
opportunities, and threats, ultimately offering actionable insights and
recommendations to optimize operational efficiency, ensure customer satisfaction,
and reinforce Shell's position within the petroleum retail industry.

2. Hypothesis For Shell Petrol Pump:

i. “Increased investment in safety protocols and continuous improvements will
lead to a significant reduction in fire hazards and create a safer environment
for both employees and customers at Shell Petrol Pump."

ii. "Expanding the range of services beyond fuel offerings is expected to

diversify revenue streams and increase market competitiveness at Shell Petrol
Pump."

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 iii. "Implementation of innovative technologies and streamlined operational
processes will likely improve overall operational efficiency and service
delivery at Shell Petrol Pump."

iv. "Greater emphasis on environmental sustainability measures and eco-friendly

practices is anticipated to contribute to a reduced carbon footprint and stronger
community engagement at Shell Petrol Pump."

3. Shell petrol pump Achievements:

Over the years, Shell has been recognized for several achievements and milestones,
including:

i. Innovation in Technology: Shell has been at the forefront of technological

advancements in the energy sector. It has invested in research and
development, pioneering technologies for more efficient extraction,
refining, and distribution of oil and gas.

ii. Renewable Energy Initiatives: Shell has shown commitment to

sustainability by investing in renewable energy sources like wind, solar,
and biofuels. They have made strides in developing cleaner energy
alternatives and reducing the carbon footprint.

iii. Global Presence: Shell has a widespread global presence, operating in

numerous countries and providing energy products and services to a
diverse customer base.

iv. Corporate Social Responsibility (CSR): The company has been involved
in various CSR initiatives, supporting community development projects,
environmental conservation efforts, and promoting education and
healthcare in the areas they operate purpose and scope of report on the
Garrison Filling Station, which operates as a franchise of a Shell petrol
pump.

4. Purpose:
The primary objective of this technical report is to provide a comprehensive overview
and analysis of the operations, facilities, services, and customer experience at the
Garrison Filling Station located in Sialkot, operating under the franchise of a Shell
petrol pump. The report aims to examine and evaluate various aspects of the station's
functionality and customer engagement, shedding light on its strengths, weaknesses,
opportunities, and potential areas for improvement.

5. Scope:
i. Operational Analysis: This report will delve into the operational structure of
the Garrison Filling Station, encompassing the daily functioning, staffing,
inventory management, and compliance with safety and environmental

8
 regulations. It will assess how efficiently the station operates within the
guidelines set by both the franchise (Shell) and local regulatory bodies.

ii. Services and Amenities: The scope will encompass an in-depth examination
of the services offered by the Garrison Filling Station. This includes an
overview of the fuel options available (such as petrol, diesel, premium fuels),
the convenience store offerings, car maintenance services, customer amenities
like restrooms, air pumps, and any loyalty programs or incentives provided to
customers.

iii. Customer Experience and Satisfaction: The report will focus on

understanding and evaluating the overall customer experience at the Garrison
Filling Station. This involves analyzing customer feedback, satisfaction levels,
waiting times, service quality, and the effectiveness of customer engagement
initiatives.

iv. Comparative Analysis and Recommendations: Comparative analysis with

other similar franchise-operated petrol pumps in the vicinity might be included
to highlight competitive advantages or areas for improvement. Additionally,
the report aims to provide actionable recommendations based on the findings
to enhance operational efficiency, customer satisfaction, and overall
performance of the Garrison Filling Station.

This technical report intends to offer an extensive evaluation of the Garrison Filling
Station, aiming to provide valuable insights and recommendations that can assist in
optimizing its operations and enhancing the overall customer experience.

6. The Main Problem Being Discussed:

The potential risk of fire hazards at petrol pumps is a pressing concern owing to the
combustible nature of the fuels handled on-site and the presence of numerous ignition
sources in the vicinity. Petrol stations face the imminent danger of fire outbreaks due
to the highly flammable substances they handle, including petrol and other fuels.
Moreover, the environment is prone to various potential ignition sources such as static
electricity, lit cigarettes, electrical equipment malfunctions, sparks from machinery,
and vehicle engines. Human error or negligence in handling fuel can further
exacerbate the risk of fire incidents. Addressing these risks and ensuring fire safety
measures remain a paramount priority to safeguard the well-being of station
employees, customers, and nearby properties. The primary aim concerning fire
hazards at shell petrol pumps, revolves around implementing rigorous fire safety
protocols. This includes regular safety audits, employee training on emergency
response procedures, and the proper maintenance of firefighting equipment. Proactive
measures, like strict safety protocols, regular maintenance, and emergency
preparedness, aim to mitigate fire risks and ensure the safety of everyone at the station
premises and its surrounding areas.

7. Discussion related to our investigation:

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 Our investigation primarily centers on evaluating the fire safety protocols and
potential fire hazards at shell petrol pumps in Sialkot, Pakistan. We aim to conduct a
comprehensive assessment of the existing safety measures, protocols, and the station's
preparedness in handling fire risks. Additionally, our inquiry seeks to identify
potential areas of improvement to enhance fire safety and mitigate fire hazards
effectively.

8. Discussion related to what we expect to learn:

Throughout our investigation, we expect to learn about the current fire safety
protocols in place at shell petrol pump. This includes an understanding of the
measures taken to prevent fire incidents, the availability and functionality of
firefighting equipment, employee training on emergency response, adherence to
safety guidelines, and the station's overall preparedness to manage fire risks.
Furthermore, our inquiry aims to uncover any deficiencies or gaps in the existing fire
safety measures and procedures. This investigation will provide insights into areas
that require improvement or enhancement to bolster the station's fire safety
preparedness. Ultimately, we anticipate gaining a comprehensive understanding of the
station's fire safety status and identifying actionable recommendations to fortify fire
prevention and management strategies at petrol pumps.

9. MISSION STATEMENT
Manager of Shell in Sialkot defined the mission statement of Shell Petroleum Pakistan
as:

"Our aim is to meet the Energy needs of society, in ways that are economically,
socially and environmentally viable, now and in the future."

Shell is basically an oil company. Its products include oils, fuels, and card services as
well as exploration, production, and refining of petroleum products. The mission of
this organization is to manufacture and supply oil products and services that satisfy
the needs of their customers.

Constantly achieving operational excellence, conducting their business in a safe,

environmentally sustainable and economically optimum manner, employing a diverse,
innovative and results-oriented team motivated to deliver excellence'. Obviously, an
organization's main purpose is meeting its profit requirement, so Shell wants to meet
the energy needs of the society with high financial performance.

10.VISION STATEMENT:
"Empowering communities through excellence in service and sustainability, our
vision at Shell petrol pumps in Sialkot, Pakistan is centered on making a positive
impact. We aspire to be a driving force for community betterment by providing
exceptional service that goes beyond fueling vehicles. Our commitment to service
excellence revolves around ensuring a seamless, convenient, and satisfying

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 experience for every customer, fostering long-term relationships built on trust.
Moreover, we are dedicated to upholding environmental stewardship and
sustainability by integrating eco-friendly practices into our operations, minimizing our
carbon footprint, and actively contributing to a cleaner, greener future. Through these
efforts, we aim to create a meaningful difference, not just as a petrol pump but as a
responsible contributor to the well-being of our communities and the environment

CHAPTER NO #03

 BODY:
 Market Analysis:
In Pakistan, the petroleum retail market is a vital sector characterized by the
distribution and sale of various petroleum products, including gasoline, diesel, and
lubricants. The market operates within a competitive landscape, marked by several
key players, each striving to establish a substantial presence and gain market share.

Shell's position in the Pakistani petroleum retail market is notable, holding a

significant stake as one of the leading and established brands in the country. Shell has
secured a commendable market share through its extensive network of petrol pumps
strategically located across various regions in Pakistan. Its presence is felt not only in
major cities but also in remote areas, providing accessibility and convenience to a
wide customer base.

Competitively, Shell located in Sialkot faces significant competition from other

established players in the market, including local and multinational oil companies.
These competitors vie for market share through diverse strategies such as pricing,
service quality, and product differentiation. Despite this competition, Shell has
maintained a strong regional presence, known for its quality products, reliable
services, and a robust network of petrol pumps across Pakistan.

The brand's success is attributed to its commitment to delivering high-quality

products, adhering to stringent safety standards, and implementing customer-centric
strategies. Shell's competitive edge lies in its ability to adapt to market dynamics,
offer innovative services, and maintain a strong brand reputation, positioning itself as
a trusted choice among consumers in Pakistan's petroleum retail sector.

 Operational Performance:
The operational performance of Shell petrol pumps reflects a balance between
efficiency, service quality, and addressing various operational challenges within the
sector.

Efficiency within Shell's petrol pump operations is a key aspect, encompassing

aspects like prompt service, effective fuel dispensation, and streamlined processes.
The pumps strive to maintain operational efficiency through well-organized
workflows, timely service to customers, and maintaining adequate staffing levels to
manage peak hours efficiently.

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 Analysis of the services offered at Shell petrol pumps encompasses several facets.
Firstly, fuel quality remains a hallmark of Shell's commitment, focusing on providing
high-grade and reliable petroleum products. Additionally, the convenience stores
attached to these stations offer a range of products catering to diverse customer needs,
providing essentials, snacks, and sometimes automotive accessories.

Car washing and tyre services encourage customers to come to pump. These offerings
aim to enhance customer experience and convenience.

However, operational challenges do impact the efficiency of this petrol pump. Factors
such as fluctuations in fuel prices, logistical challenges in maintaining consistent fuel
supply, and compliance with safety standards pose significant hurdles. Additionally,
managing the workforce effectively and maintaining equipment in optimal condition
are ongoing challenges that impact operational efficiency.

Addressing these challenges is crucial to sustaining operational excellence.

Implementing robust supply chain strategies, enhancing workforce training, ensuring
regular maintenance of equipment, and leveraging technology for streamlined
operations are critical steps to mitigate these challenges. Ultimately, overcoming these
obstacles would enable Shell petrol pump to enhance their operational performance,
improve service delivery, and meet customer expectations more effectively.

 Customer Experience And Expectation:

The evaluation of customer experience and satisfaction at Shell petrol pump
encompasses various facets, aiming to provide exceptional service and garner positive
feedback.

Customer service quality remains a focal point, emphasizing aspects like courteous
staff, prompt service, and assistance at the pumps. The evaluation considers the
efficiency of fuel dispensation, cleanliness of facilities, and the overall service
delivery standards.

Customer feedback mechanisms play a pivotal role in understanding satisfaction

levels. Shell utilizes feedback forms, online surveys, and sometimes on-site feedback
collection to gauge customer sentiments. These platforms allow customers to voice
their experiences, suggestions, and complaints, aiding in identifying areas for
improvement.

Satisfaction ratings derived from customer feedback are crucial indicators of service
quality. These ratings reflect customer perceptions regarding the overall experience,
fuel quality, convenience store offerings, and the effectiveness of the services
rendered. These ratings often serve as a benchmark for performance evaluation and
improvement initiatives. Analyzing customer satisfaction levels and feedback enables
Shell to refine its customer service strategies continually. It helps in identifying areas
for enhancement, addressing concerns promptly, and leveraging successful aspects to
further improve the overall customer experience at their petrol pump.

In Pakistan's petroleum retail sector, Shell petrol pumps aim to maintain a competitive
edge through efficient revenue generation strategies while managing costs to ensure
profitability. Revenue trends often align with fluctuations in fuel prices, seasonal
variations in demand, and broader economic factors influencing consumer spending.
Assessing the cost structure enables Shell to optimize operations, control expenses,

12
 and improve margins. The impact of pricing strategies is observed through customer
response, market share trends, and the pumps' overall financial performance. An
effective financial analysis aids Shell in making informed decisions regarding pricing,
cost management, and revenue generation, fostering sustained growth and
profitability in the competitive market.

 Environmental initiatives:
Assessing Shell's environmental initiatives at its petrol pump in Sialkot involves
evaluating its environmental policies and sustainability efforts, which span various
aspects of eco-friendly practices and reduction of the carbon footprint.

Environmental Policies and Initiatives: Shell typically emphasizes robust

environmental policies and adherence to regulatory standards. These policies govern
practices related to waste management, pollution control, and adherence to
environmental laws and guidelines. The assessment focuses on the
comprehensiveness and effectiveness of these policies in ensuring environmental
compliance.

In Pakistan, Shell's environmental policies often align with its global commitment to
sustainable practices. This includes measures to reduce waste generation, optimize
energy consumption, and explore alternative energy sources to lessen dependency on
non-renewable resources. Additionally, efforts to minimize the carbon footprint
through innovative technologies and eco-friendly practices are a focus. Assessing the
effectiveness of these policies and initiatives aids in understanding Shell's dedication
to environmental stewardship and its contributions toward sustainable development.

 Sops Of Shell Petrol Pump:

The Standard Operating Procedures (SOPs) at a Shell petrol pump typically cover a
range of processes and guidelines to ensure smooth and efficient operations. Here are
some common SOPs observed at shell:

i. Fuel Dispensing Protocol: Detailed guidelines for safe and proper fuel
dispensation, including safety measures, handling procedures, and protocols to
follow while refueling vehicles.

ii. Safety Measures: SOPs focusing on safety standards for both customers and
staff, encompassing fire safety procedures, handling of hazardous materials,
emergency response protocols, and personal protective equipment guidelines.

iii. Customer Service Procedures: Protocols outlining standards for customer

interactions, service delivery, complaint handling, and maintaining a
welcoming and customer-centric environment.

iv. Facility Maintenance: SOPs related to the upkeep and maintenance of the
petrol pump facility, covering cleanliness, regular checks of equipment
functionality, maintenance schedules, and environmental compliance.

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 v. Cash Handling and Transactions: Guidelines for handling cash, POS
transactions, maintaining accurate records, reconciliation processes, and
protocols to prevent fraudulent activities.

vi. Convenience Store Operations: Procedures for managing the convenience

store section, including inventory management, stocking guidelines, hygiene
standards, and customer service protocols.

vii. Environmental Compliance: SOPs highlighting procedures to ensure

adherence to environmental regulations, including waste management, spill
containment, and eco-friendly practices.

viii. Employee Training and Development: Protocols for staff training programs,
skill development, safety drills, and ongoing training sessions to ensure
competency and compliance with operational standards.

These SOPs at Shell petrol pump are essential to maintaining operational efficiency,
ensuring safety, delivering quality service to customers, and aligning with the
company's operational standards and regulatory requirements.

 SWOT ANALYSIS:
Conducting a SWOT analysis for Shell petrol pumps involves assessing both internal
aspects (strengths and weaknesses) and external factors (opportunities and threats)
influencing the business.

 Strengths (Internal):
i. Brand Reputation: Shell's global brand recognition and reputation for quality
products and services.

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 ii. Extensive Network: A well-established network of petrol pumps across
strategic locations in Pakistan.

iii. Product Quality: Known for providing high-quality fuel products adhering to
global standards.

iv. Diverse Offerings: Beyond fuel, the convenience stores offer a wide range of
products, enhancing customer experience.

 Weaknesses (Internal):
i. Operational Challenges: Potential issues in operational efficiency, inventory
management, or service delivery.

ii. Cost Structure: Challenges related to cost management, controlling

overheads, or optimizing expenses.

iii. Customer Service: Possible weaknesses in customer service, resulting in

dissatisfied customers or low retention rates.

 Opportunities (External):
i. Market Expansion: Opportunities to expand into new geographic areas or
untapped regions within Pakistan.

ii. Diversification: Exploring additional services or products beyond traditional

offerings.

iii. Green Initiatives: Capitalizing on the growing demand for eco-friendly and
sustainable practices.

 Threats (External):
i. Competitive Market: Intense competition from other established and emerging
players in the petroleum retail sector.

ii. Regulatory Changes: Adapting to evolving government regulations, taxation

policies, or environmental standards.

iii. Market Volatility: Vulnerability to fluctuations in crude oil prices, affecting

profit margins.

 PESTEL Analysis:
A PESTEL analysis examines various external factors that can affect a business or
industry. For a Shell petrol pump, here's an analysis considering each factor:

i. Political: Government policies, regulations, and geopolitical tensions can

significantly impact Shell's operations. Changes in taxation, environmental
laws, or instability in regions where they operate could affect the petrol
pump's functioning.

ii. Economic: Factors like inflation rates, economic growth, exchange rates, and
fuel prices directly affect Shell's profitability and consumer behavior.

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 Economic downturns might reduce fuel demand, while fluctuations in
exchange rates could impact import costs.

iii. Social: Demographic shifts, lifestyle changes, and consumer preferences

influence fuel consumption. Trends toward electric vehicles, environmental
consciousness, or preferences for alternative transportation could impact
Shell's petrol pump sales.

iv. Technological: Advancements in technology affect the oil and gas industry.
Developments in electric vehicles, renewable energy sources, or
improvements in fuel efficiency could influence Shell's business strategies and
investments.

v. Environmental: Environmental concerns, climate change regulations, and the

shift toward renewable energy sources impact Shell's operations. Compliance
with environmental standards and the development of sustainable practices are
increasingly crucial in the energy sector.

vi. Legal: Compliance with laws and regulations, both domestically and
internationally, is critical. Environmental regulations, health and safety
standards, and industry-specific regulations directly impact Shell's petrol
pump operations.

This analysis helps identify opportunities and threats that Shell's petrol pump may
face due to external factors, guiding strategic decision-making to navigate the
dynamic business environment.

 Organizational Structure:
 Organizational Chart:

i. Station Manager: Oversees the overall operations of the filling station,

responsible for strategic decision-making, ensuring compliance with
regulations, and managing day-to-day activities.

ii. Sales and Customer Service Department: Handles customer inquiries,

manages transactions, and maintains customer satisfaction. Roles might
include sales representatives, cashiers, and customer service associates.

iii. Operations Department: Manages fuel inventory, ensures pumps are

operational, and oversees general station maintenance. This department may
include roles such as fuel attendants and maintenance personnel.

iv. Convenience Store Department: Manages inventory, sales, and customer

service within the convenience store. This could involve store managers and
retail staff.

 Roles and Responsibilities:

i. The Station Manager supervises all departments, ensuring smooth operations

and compliance.

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 ii. Sales and Customer Service staff handle transactions, assist customers, and
maintain a welcoming environment.

iii. The Operations Department manages fuel inventory, maintains equipment, and
ensures compliance with safety standards.

iv. Convenience Store staff manage inventory, handle sales, and maintain the
store's cleanliness and organization.

 Reporting Lines and Communication Channels:

Reporting lines typically follow a hierarchical structure where each department

reports to the Station Manager or an appointed supervisor. Communication channels
might include regular staff meetings, digital communication platforms, and direct
communication between department heads and their respective teams. Important
information, policies, or operational changes are usually disseminated from higher
management to all staff members.

 Employee Training And Development:

The assessment of employee training and development programs at Shell petrol pump
in Sialkot involves evaluating the effectiveness of these programs in enhancing
employee performance and customer service standards.

 Training Program Evaluation:

i. Content Relevance: Assessing the relevance of training content to the job

roles and responsibilities of the employees at the petrol pumps.

ii. Delivery Methods: Evaluating the effectiveness of training methods, such as

workshops, on-the-job training, e-learning modules, or seminars, in imparting
knowledge and skills.

iii. Employee Engagement: Gauging the level of employee engagement and

participation during training sessions to determine their level of interest and
involvement.

iv. Skill Enhancement: Analyzing the impact of training programs on enhancing

employees' skills, product knowledge, safety practices, and customer service
techniques.

 Impact On Employee Performance And Customer Service:

i. Performance Improvement: Assessing the correlation between participation in

training programs and subsequent improvements in employee performance
metrics, productivity, and job competence.

ii. Customer Feedback: Analyzing customer feedback or surveys to determine if

there's a noticeable difference in service quality or customer satisfaction post-
employee training initiatives.

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 iii. Service Standards: Evaluating whether training programs have contributed to
maintaining or elevating service standards, including adherence to safety
protocols, courteous behavior, and efficient service delivery.

In Shell, diversity is an integral component that fuels the company's success by

fostering an inclusive environment where differences are celebrated and valued.
Embracing diversity across gender, ethnicity, age, abilities, and perspectives is a
fundamental pillar of Shell's corporate ethos. This commitment is evident in the
creation of an inclusive workplace culture where every employee feels respected,
supported, and empowered to contribute their unique skills and experiences. By
cultivating a diverse talent pool, Shell taps into a wealth of varied insights and ideas,
fostering innovation and creativity within the organization. The company recognizes
that diverse teams, with their range of perspectives, enhance decision-making
processes, enabling comprehensive problem-solving and more effective solutions.
Moreover, this commitment to diversity resonates with Shell's global footprint,
enabling the company to better understand and serve diverse customer needs across
international markets. Ultimately, Shell's dedication to diversity not only drives
business success but also reinforces its commitment to corporate social responsibility
and sustainability, promoting fairness, equality, and positive social impact within and
beyond its operational boundaries.

 Mitigation Strategies to Prevent Fires at Shell Petrol Pumps:

i. Stringent Safety Protocols: Implementing rigorous safety measures and
protocols to prevent fire hazards, including regular equipment checks, fire
safety drills, and maintaining fire extinguishers and firefighting equipment.

ii. Staff Training: Providing comprehensive training to employees on safety

procedures, handling fuel, emergency response protocols, and proper usage of
firefighting equipment in case of a fire emergency.

iii. Regular Maintenance: Conducting routine inspections and maintenance of

equipment, fuel dispensers, electrical systems, and other machinery to identify
and rectify potential fire hazards.

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 iv. Safety Signage and Guidelines: Displaying clear and visible safety signage
throughout the premises to guide both employees and customers on safety
procedures and emergency exits in case of a fire.

v. Emergency Response Plans: Developing and practicing detailed emergency

response plans to efficiently handle fire incidents, ensuring swift evacuation
procedures and prompt communication with emergency services.

vi. Risk Assessments: Regularly conducting risk assessments to identify potential

fire risks, taking preventive measures to mitigate these risks, and continually
improving safety protocols based on assessments.

vii. Investing in Safety Equipment: Installing state-of-the-art safety equipment

such as fire suppression systems, automatic fuel cut-off mechanisms, and
advanced fire detection systems to prevent and mitigate fire incidents.

By implementing these comprehensive measures and adhering to strict safety

protocols, Shell petrol pumps can significantly reduce the risk of fire incidents,
ensuring a safer environment for both employees and customers. Additionally, regular
training, maintenance, and continuous improvement in safety standards play a crucial
role in mitigating the risk of fires at the petrol pump premises.

 Infrastructure and Equipment:

 Infrastructure Layout:

i. Fuel Pump Area: Typically consists of multiple fuel dispensers with different
types of fuels (petrol, diesel, premium) and nozzles for various vehicle types.

ii. Convenience Store: An area offering a range of items such as snacks,

beverages, automotive supplies, and possibly quick meal options or coffee.

iii. Service Bays: Areas for car maintenance services, including oil changes, tire
pressure checks, and possibly a car wash section.

iv. Customer Amenities: Restrooms, seating areas, and air pumps for tire
inflation might also be part of the infrastructure.

 Equipment Used in Daily Operations:

i. Fuel Dispensers: Machines for dispensing various types of fuel into vehicles.

ii. Point-of-Sale (POS) Systems: Systems for handling transactions and

managing sales in the convenience store and fuel sales.

iii. Car Maintenance Equipment: Tools and machinery used for basic vehicle
maintenance like oil changes, tire checks, and car washing equipment.

iv. Inventory Management Systems: Systems to track and manage inventory

levels in the convenience store and fuel supplies.

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  Maintenance Procedures and Schedules:
Regular Inspections: Daily checks on fuel pumps, safety equipment, and convenience
store inventory.

1. Scheduled Maintenance: Periodic servicing of fuel dispensers, equipment,

and facilities to ensure optimal performance and compliance with safety
regulations.

2. Inventory Checks: Routine inventory checks to manage stock levels and

ensure product availability.

3. Cleaning and Sanitization: Regular cleaning schedules for restrooms,

convenience store areas, and service bays to maintain a hygienic environment.

 Technology integration:
The utilization of technology plays a pivotal role in the day-to-day operations of
modern petrol stations, including franchises such as the Garrison Filling Station
operating under the Shell brand. the specific technological systems employed at the
Garrison Filling Station in Sialkot.

 Use of Technology in Day-to-Day Operations:

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 i. Point-of-Sale (POS) Systems: These systems manage transactions for fuel
sales, convenience store items, and services, facilitating efficient payment
processing.

ii. Inventory Management Systems: Technology aids in tracking and managing

inventory levels for fuel supplies and convenience store items. Automated
systems help in restocking and preventing stockouts.

iii. Security and Surveillance Systems: CCTV cameras and security systems are
often integrated for safety and security purposes, monitoring activities within
the station premises.

iv. Automated Fuel Dispensing Systems: Advanced systems help in accurate fuel
dispensing, ensuring correct measurements and reducing manual errors.

v. Customer Interaction Systems: Some stations might utilize customer

feedback tools or loyalty programs through digital interfaces to enhance
customer engagement and satisfaction.

 Information Systems for Inventory Tracking and Customer

Interactions:
i. Automated inventory management systems help track fuel levels and
convenience store stock in real-time, allowing for efficient restocking and
inventory control.

ii. Customer interactions might involve digital interfaces for loyalty program
management or customer feedback systems to gather opinions and improve
services.

 Future Technology Considerations:

i. Integration of more advanced POS systems or payment methods like

contactless payments for smoother transactions.

ii. Implementation of advanced analytics to interpret customer behavior, optimize

inventory levels, and improve operational efficiency.

iii. Adoption of eco-friendly technologies such as energy-efficient lighting, solar

panels, or electric vehicle charging stations to align with sustainability goals.

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 CHAPTER NO #04
 Figures And Tables:
1. Customer Payment Method Distribution at Shell Petrol Pump:

"Customer Payment Method"

10%
Cash
20% Debit
Credit
70%

This graph illustrates the distribution of customer payment methods used at the Shell
petrol pump in Pakistan. The data was collected over a specific period and reveals a
breakdown of payment preferences among customers.

i. Cash: Constituting the majority, approximately 70% of customers prefer to

pay in cash for their fuel purchases at the Shell petrol pump.

I. Debit Card: Around 20% of customers opt to make payments using their debit
cards, providing a convenient alternative to cash transactions.

II. Credit Card: Approximately 10% of customers choose credit card payments,
indicating a smaller yet notable proportion utilizing this payment method.

This breakdown showcases a clear preference for cash transactions among the
majority of customers, followed by a significant portion using debit cards, with credit
cards being less commonly utilized as a payment method at the Shell petrol pump.

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 2. Shell Pakistan Profit Margin:

"The graphical representation showcases Shell's sales percentages across different

years, shedding light on the company's financial performance. In the pinnacle year of
2022, Shell experienced its highest sales percentage, reaching an impressive value of
14%. This notable peak in sales marked a significant achievement for the company,
indicating robust market performance and increased revenue generation. However, the
challenging times brought about by the COVID-19 pandemic, specifically in the year
2020, saw a sharp decline in sales, plummeting to a mere 3%. Notably, the preceding
year, 2019, stood out as a period of considerable success for Shell, with sales
recording a solid 4%, signifying a positive trajectory in the company's performance.
Through out the illustrated period, Shell maintained consistently high gross margins,
suggesting healthy profitability in its sales operations. Despite the strong gross
margins, there was a noteworthy deviation in the operating margin. The operating
margin turned negative in 2020, coinciding with the adverse effects of the pandemic.
However, demonstrating resilience and adaptability, the operating margin rebounded
in 2022, showcasing positive growth and a return to a favorable operational position.
This fluctuation in operating margins amidst stable gross margins reflects the
company's ability to navigate through challenging periods and recover to achieve a
positive operational outcome."

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 This description encapsulates the trends in Shell's sales, highlighting the impact of the
COVID-19 pandemic on sales percentages, along with the fluctuations in gross and
operating margins across the depicted years.

3. Shell Annual Profit:

"The graph illustrates Shell's annual profits over the years, with a notable
fluctuation in earnings. In the year 2022, Shell recorded its highest annual profit,
reaching a substantial figure of 40. This marked a significant surge in profits
compared to previous years. However, amidst the challenges posed by the COVID-
19 pandemic, particularly in the years 2020 and 2016, Shell experienced its lowest
annual profits. These years, characterized by economic downturns and pandemic-
induced disruptions, saw Shell's profits hitting their lowest points, indicating the
adverse impact of such crises on the company's financial performance. The
contrast between the highest point in 2022 and the lowest points in 2020 and 2016
highlights the volatility and resilience of Shell's profitability amidst varying
economic conditions."

4. Conclusions:
Analysis of Shell Petrol Pump operations in Sialkot, Pakistan, offers a comprehensive
insight into various facets of its functioning, challenges, and initiatives. It covers
diverse areas such as operational performance, customer experience, financial

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 analysis, environmental initiatives, risk assessments, diversity, and mitigation
strategies for fire hazards.

The report accentuates Shell's commitment to delivering quality services while

prioritizing safety, sustainability, and customer-centricity. It recognizes the brand's
resilience in maintaining a robust market presence amidst intense competition by
emphasizing quality products, reliable services, and a strong network of petrol pumps
across Pakistan.

Identifying potential risks, especially concerning fire hazards, underscores the

necessity for stringent safety protocols and continuous improvements to ensure a
secure environment for employees, customers, and surrounding properties.

Moreover, the report highlights the importance of diversity not only in fostering an
inclusive workplace culture but also in fueling innovation and achieving sustainable
growth. It emphasizes the need for ongoing efforts to enhance safety protocols, invest
in customer-centric initiatives, improve operational efficiency, and nurture a diverse
and inclusive work environment.

In conclusion, the analysis recommends continuous improvement strategies aligned

with Shell's commitment to excellence and sustainable business practices in Pakistan's
dynamic petroleum retail industry. It aims to further enhance operational efficacy,
ensure customer satisfaction, and solidify Shell's position as a leader in the market.

5. Recommendations:
The comprehensive analysis conducted on Shell Petrol Pump operations reveals a
multifaceted overview of its functionality and challenges. Throughout the
investigation, several key aspects have been meticulously examined, shedding light on
various critical areas.

6. Action Statements:
i. Enhance Fire Safety Measures: Implement rigorous fire safety protocols,
including regular safety audits, employee training on emergency response
procedures, and the maintenance of firefighting equipment, to mitigate
potential fire hazards effectively.

ii. Invest in Customer-Centric Initiatives: Further allocate resources to gather

and act upon customer feedback systematically to improve service quality,
fuel dispensation efficiency, and offerings in the convenience store, aligning
them with evolving customer expectations.

iii. Optimize Operational Efficiency: Implement strategies to overcome

operational challenges such as managing fuel price fluctuations, optimizing
inventory management, and streamlining workforce allocation, leveraging
technology to enhance efficiency and reduce costs.

iv. Foster a Diverse and Inclusive Work Environment: Continue promoting

diversity and inclusion within the workplace culture through ongoing diversity
training and programs, ensuring all employees feel valued, respected, and
contribute to the company's success.

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 v. Integrate Sustainable Practices: Introduce more eco-friendly practices into
daily operations, exploring alternative energy sources, waste reduction
methods, and energy-saving techniques to align with Shell's commitment to
environmental stewardship.

7. Limitations to Findings:
These recommendations are based on the analysis conducted within the specified
parameters and may require further feasibility studies, resource allocation, and
continuous monitoring to ensure effective implementation. Additionally, local
regulatory frameworks and external market dynamics might influence the execution
of certain recommendations. Regular assessment and adaptation of strategies based on
emerging trends and technological advancements are essential for optimal results.

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