Introduction:
Exxon Mobil Corporation is a multinational energy company headquartered in Irving, Texas. With a rich history and extensive operations in the oil and gas industry, Exxon Mobil has established itself as one of the largest publicly traded companies globally. However, effective marketing strategies are crucial for maintaining and expanding market share in an ever-evolving energy landscape. This capstone project aims to conduct a strategic analysis of Exxon Mobil’s marketing strategies, evaluating their effectiveness and identifying areas for improvement while adhering to the Capstone Proposal Scoring Guide provided in the course.
Topic and Problem Statement
I intend to study Exxon Mobil’s marketing strategies. It is important to note that the Corporation faces challenges in a rapidly changing energy market, including increased competition, evolving consumer preferences, and growing environmental concerns (ICMR, 2019). These factors necessitate a thorough examination of Exxon Mobil’s marketing strategies to ensure they align with market dynamics and effectively communicate the company’s value proposition.
Level of Accessibility to Data
To comprehensively analyze Exxon Mobil’s marketing strategies, I will combine primary and secondary research methods that adhere to the MBA research guide provided for the project. Primary research methods will include conducting surveys and interviews with consumers, industry experts, and Exxon Mobil stakeholders. Secondary research methods will involve analyzing publicly available data, including Exxon Mobil’s marketing materials, financial reports, industry reports, and market research studies. Online databases will also form a critical part of the research, as depicted in the provided Capstone Proposal Instructions (2023).
Demonstration of MBA Learning Outcomes
Strategic Thinking and Decision Making
The capstone project will demonstrate strategic thinking and decision-making skills by analyzing Exxon Mobil’s marketing strategies in light of market dynamics and competitive forces. It shall also address the marketing mix to delve into the company’s competitiveness. Informed recommendations will be developed based on comprehensive research and analysis.
Problem-solving and Analytical Skills
To ensure the credibility of my capstone project, I will utilize credible resources such as peer-reviewed scholarly journals, articles from the Capella Library, and reputable sources like the Wall Street Journal and Harvard Business Review (CU, 2023). I can provide robust support for my analysis and recommendations by incorporating evidence-based information from these sources.
Leadership and Teamwork
Practical completion of the capstone project will require leadership and teamwork skills. Collaboration with team members, stakeholder coordination, and effective communication is essential to drive the project forward and achieve desired outcomes.
Communication and Presentation Skills
Comprehensive reports and persuasive presentations will communicate findings, recommendations, and insights effectively. The approach will involve articulating complex ideas, visually presenting data, and conveying strategies and recommendations to improve Exxon Mobil’s marketing performance.
Ethical and Social Responsibility
The project will uphold ethical considerations and social responsibility by ensuring participant privacy and confidentiality in surveys and interviews. Adherence to legal and ethical guidelines in data collection and analysis will be ensured, and the potential impact of recommendations on various stakeholders will be considered.
Conclusion
This project proposal has outlined the background of Exxon Mobil Corporation, identified the business topic and research problem, and highlighted the accessibility to data necessary for the analysis. The capstone project aims to provide recommendations to enhance the company’s marketing efforts and contribute to its long-term success by conducting a strategic analysis of Exxon Mobil’s marketing strategies. The project will demonstrate MBA program outcomes by highlighting strategic thinking, problem-solving skills, leadership abilities, effective communication, and ethical decision-making, all essential for organizational and managerial roles.
References
Capella University (CU) (2023). MBA Capstone Project Description.
IBS Center for Management and Research (ICMR) (2019). ExxonMobil – Challenges and Opportunities. Icmrindia organization. https://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/BSTR582.htm
Capstone Proposal Instructions (2023). Instructions.
Capstone Proposal Scoring Guide (2023). Guidelines.
write