The purpose of this report is to provide an indication of Shell’s business model and the possibilities for improving their market position. In order to succeed this purpose, it was necessary to conduct multiple analyses. The research exists predominantly out of desk research. The report contains an analysis using business model canvas for further classification on what Shell aims to achieve. Furthermore, an external and internal analysis along with suggestions for a new strategic plan and what is needed to implement it successfully. Results of data show that Shell has increased their fundings into renewable power and in some cases, are way ahead of their counterparts. The conducted research provides an overview on how Shell has strengthen their relationships with customers and proposes a future-looking strategy. Sustainability projects are increasing in numbers but Shell has an unique position in the market that they are and should be using to their advantage – combining 100% renewable power electricity with gas station franchise, electric vehicle charging would lead to a holistic approach to customer experience as well as sustainable economy for future generations.