ersify because they had entered many new businesses that were holding the company back. Over the years the company had entered the computing industry, mineral industry and its coal industry. These businesses were losing money for BP. The company decided on a new strategy and relied on a core activity. They decided on the petroleum and chemical industries.BP started working on its identity. They adopted the color green to represent the company. They developed a trademark shield to be known as the symbol of BP. (BP annual report, 1999) The stations in the U.S. started to come under one name and one color. To continue success in the future BP made changes in their organization. They relied on a project that would lead them to efficiency and flexibility. One part of the project was an effort to continue growth in the U.S. markets. In 1998 BP announced the biggest industrial merger of its time when they merged with former Standard Oil Trust member Amoco. Today the 1999 merger of Exxon and Mobil has replaced that merger. BP and Amoco have merged operations and have developed a joint symbol under the BP/Amoco name. It has not been determined as of yet if BP will drop the Amoco name in the future. With little recognition for BP in the U.S. it is unlikely that BP will drop the American name anytime soon.V.Definition of StrategyStrategy is not an easy world to define. Its also not a very easy term to describe to someone. But for the interests of corporations in business it has to be defined for them to succeed. Corporations must have a plan of attack, and most know where they want to go. Corporations cannot succeed without the help of a strategy. To define strategy I leave it up to three individuals to stress my point: Karl Von Clausewitz, Michael Porter, and Dr. Charles S. V. Telly.Karl Von Clausewitz has said this about strategy:“The strategist must therefore define an aim for the entire operational side of the war that will be in accord...
