Introduction The company chosen for this strategic management project is Abu Dhabi National Oil Company (ADNOC) Distribution. ADNOC supplies fuel used for transportation, energy used for light and heat, lubricants for engines and petrochemical products for industries (ADNOC Distribution, 2015). Founded in 1973 as the first ever company owned by the United Arab Emirates (UAE) government that focused on marketing and distribution of energy products in the UAE and globally. Today, ADNOC Distribution is considered as one of “the largest and most innovative petroleum firm in the Gulf region” (ADNOC Distribution, 2015, p. 1). It is recognized and valued for outstanding services, products and reliability. Given the strategic initiatives taken by ADNOC Distribution, the company has grown to include widely distributed network of “service stations, Oasis stores, standalone Autoserv car care centers, Salama vehicle inspections centers, multi-product depots and aviation fuel depots” (ADNOC Distribution, 2015, p. 1). Today, ADNOC Distribution has major areas of focus, including the following. First, the company focuses on revamping its retail activities with service stations and convenience stores. Second, ADNOC Distribution has established 24/7 aviation services to support the airline industry, including the military, passenger flights, cargo flights and general clients in the industry within the UAE. Third, the company strategic targets corporate clients with its refueling services. Fourth, ADNOC Distribution offers high quality lubricants for the local, regional and international markets. Fifth, the company has strategically constructed a modern bunkering located at Zayed Port, Abu Dhabi to refuel ships at departure and arrival. This form of convenience has given the company an opportunity to gain competitive advantage at the Port. Finally, ADNOC Distribution also supplies and market Natural Gas for Vehicles. The reliance of product differentiation is strategic to support strategic growth of the company (Elbanna, 2010). Mission and goals of the company “ ADNOC Distribution is the strategic partner for energy distribution and allied services, which is committed to provide value to our customers and shareholders, care for our employees, be socially responsible, environmentally conscious and maintain high standards of health and safety” (ADNOC Distribution, 2013, p. 8). Vision ADNOC Distribution vision is to be the most reliable energy and allied services provider (ADNOC Distribution, 2013, p. 8). ADNOC Distribution constantly focuses on identifying new opportunities to advance the quality of its “services to the next level by adopting the best international practices in the petroleum industry” (ADNOC Distribution, 2015, p. 1). Consequently, the company has developed a strong client based through trust and confidence across the UAE. External analysis ADNOC Distribution conducts external analysis as a part of its strategic planning. Consequently, it has relied on alignment model of strategic planning to achieve its goals (McNamara, n.d). In this case, ADNOC Distribution aims to align its internal operation with attaining the overall mission and goal. For instance, in 2013, the company focused on