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Harvard Case - ExxonMobil: Is Chasing Net Zero Futile?

"ExxonMobil: Is Chasing Net Zero Futile?" Harvard business case study is written by Patrick Tan, Lipika Bhattacharya, Gary Pan, Yuanto Kusnadi. It deals with the challenges in the field of Strategy. The case study is 11 page(s) long and it was first published on : Mar 30, 2024

At Fern Fort University, we recommend ExxonMobil adopt a multi-pronged strategy to achieve net-zero emissions while maintaining profitability and shareholder value. This strategy involves a balanced approach to reducing emissions, investing in renewable energy, and developing innovative technologies. This approach will allow ExxonMobil to navigate the evolving energy landscape while remaining a key player in the global energy market.

2. Background

ExxonMobil, a global energy giant, faces increasing pressure to transition to a low-carbon future. The company has announced its commitment to achieving net-zero emissions by 2050, but the path to achieving this goal is complex and uncertain. The case study explores the challenges ExxonMobil faces, including the need to balance its existing fossil fuel business with investments in renewable energy, the potential for regulatory changes and market shifts, and the need to manage stakeholder expectations.

The main protagonists of the case study are:

  • ExxonMobil management: They must navigate the complex landscape of energy transition, balancing shareholder expectations with environmental concerns.
  • Investors: They demand profitability and sustainable growth, but also increasingly seek investments in renewable energy.
  • Environmental activists: They push for rapid decarbonization and hold ExxonMobil accountable for its environmental impact.
  • Governments: They are enacting policies to promote renewable energy and reduce emissions, creating a dynamic regulatory environment.

3. Analysis of the Case Study

To analyze ExxonMobil's situation, we can utilize several frameworks:

Porter's Five Forces:

  • Threat of new entrants: The renewable energy sector is attracting significant investment, increasing competition.
  • Bargaining power of buyers: Consumers are increasingly demanding sustainable products and services, putting pressure on ExxonMobil to adapt.
  • Bargaining power of suppliers: The oil and gas industry is facing supply chain disruptions and price volatility, impacting ExxonMobil's operations.
  • Threat of substitutes: Renewable energy technologies are becoming more cost-competitive, posing a direct threat to ExxonMobil's core business.
  • Rivalry among existing competitors: The energy sector is experiencing consolidation and increased competition, requiring ExxonMobil to differentiate itself.

SWOT Analysis:

Strengths:

  • Strong financial position
  • Global reach and infrastructure
  • Expertise in oil and gas exploration and production
  • Strong brand recognition

Weaknesses:

  • Dependence on fossil fuels
  • High carbon footprint
  • Potential for stranded assets
  • Limited experience in renewable energy

Opportunities:

  • Growing demand for renewable energy
  • Technological advancements in clean energy
  • Government incentives for clean energy
  • Increasing consumer demand for sustainable products

Threats:

  • Climate change regulations
  • Carbon pricing policies
  • Technological disruption
  • Public pressure for decarbonization

Value Chain Analysis:

ExxonMobil's value chain needs to be re-evaluated to incorporate renewable energy and carbon capture technologies. This requires:

  • Upstream: Investment in renewable energy sources, carbon capture, and storage technologies.
  • Midstream: Development of new infrastructure for renewable energy transportation and storage.
  • Downstream: Integration of renewable energy into existing distribution networks and development of new products and services.

Business Model Innovation:

ExxonMobil needs to explore new business models that align with the transition to a low-carbon economy. This includes:

  • Diversification: Expanding into renewable energy, carbon capture, and clean energy technologies.
  • Strategic alliances: Collaborating with renewable energy companies, technology developers, and research institutions.
  • Product differentiation: Developing low-carbon products and services for existing and new markets.

4. Recommendations

ExxonMobil should implement a multi-pronged strategy that combines emission reduction, renewable energy investment, and technology development.

1. Emission Reduction:

  • Improve efficiency: Optimize existing operations to reduce emissions through technological advancements and process improvements.
  • Carbon capture and storage: Invest in carbon capture technologies to reduce emissions from existing fossil fuel operations.
  • Renewable energy integration: Gradually transition to renewable energy sources in existing operations, starting with facilities that are most easily adaptable.

2. Renewable Energy Investment:

  • Strategic acquisitions: Acquire or invest in renewable energy companies with strong track records and innovative technologies.
  • Greenfield development: Develop new renewable energy projects, focusing on areas with high potential and favorable regulatory environments.
  • Partnerships: Form strategic alliances with renewable energy companies to share expertise, infrastructure, and resources.

3. Technology Development:

  • Research and development: Invest in research and development of innovative technologies for renewable energy, carbon capture, and clean energy solutions.
  • Venture capital investments: Support promising start-ups developing disruptive technologies in the clean energy sector.
  • Open innovation: Collaborate with universities, research institutions, and other companies to accelerate technological advancements.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  • Core competencies and consistency with mission: ExxonMobil's expertise in energy exploration and production, coupled with its global reach and financial resources, can be leveraged for a successful transition to renewable energy.
  • External customers and internal clients: ExxonMobil's customers are increasingly demanding sustainable products and services, while its employees are seeking a company that aligns with their values.
  • Competitors: The energy sector is undergoing rapid transformation, requiring ExxonMobil to proactively adapt and innovate to stay competitive.
  • Attractiveness: Investments in renewable energy and clean technologies offer significant long-term growth potential and can mitigate financial risks associated with declining fossil fuel demand.

6. Conclusion

ExxonMobil faces a critical juncture in its history. By embracing a multi-pronged strategy that balances emission reduction, renewable energy investment, and technology development, the company can position itself for long-term success in the evolving energy landscape. This approach will require strategic foresight, a commitment to innovation, and a willingness to embrace change.

7. Discussion

Alternatives:

  • Maintaining the status quo: This option carries significant risks, as fossil fuel demand is declining and regulations are tightening.
  • Full divestment from fossil fuels: This approach could alienate investors and employees, and may not be feasible given ExxonMobil's existing infrastructure and expertise.

Risks and Key Assumptions:

  • Technological advancements: The success of ExxonMobil's strategy depends on the continued development and commercialization of clean energy technologies.
  • Government policies: Regulatory changes and incentives can significantly impact the profitability of renewable energy investments.
  • Consumer demand: The growth of renewable energy markets depends on consumer acceptance and willingness to pay for sustainable products and services.

8. Next Steps

  • Develop a comprehensive strategic plan: Outline specific goals, timelines, and resource allocation for each aspect of the strategy.
  • Establish a dedicated team: Assemble a team with expertise in renewable energy, clean technologies, and sustainability.
  • Engage stakeholders: Communicate the company's vision and strategy to investors, employees, customers, and the public.
  • Monitor progress and adapt: Regularly assess the effectiveness of the strategy and make adjustments as needed.

By taking these steps, ExxonMobil can successfully navigate the transition to a low-carbon future while maintaining its position as a global energy leader.

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Case Description

The case is set in September 2023, and talks about the energy transition of the oil and gas industry in context to ExxonMobil (Exxon), which has seen continued backlash from media and climate activists on its stance on climate change, strategies towards pivoting its core business towards more sustainable practices and moving away from fossil fuel energy that contributes significantly to global warming. While many oil and gas companies have increasingly opted to investing in renewable forms of energy, Exxon has instead focused on investing in carbon capture and storage (CCS) technology, and other alternate forms of energy like hydrogen and biofuels. Exxon had also introduced Net Zero pledges, but industry analysts continued to question the company's stance and strategies and its persistent focus on oil and gas. Was chasing Net Zero the right strategy for Exxon moving forward? Given its predominant involvement in oil and natural gas, was it strategic to persist in prioritizing oil demand alongside lower emission initiatives and transition investments? Was its existing strategy sufficient to help the conglomerate reinvent itself in a competitive and rapidly changing energy market?

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