In their product concepts, design, production techniques, services, etc. They need to focus more on their quality and packaging. They also need to change their product line according to consumer demands. Innovation will ultimately lead them to a higher market share. In today's world, people are more concerned about carbon emissions from burning fossil fuels. Castrol must therefore innovate with more environmentally friendly products, which will emit less cardoon oxide. If they can introduce environmentally friendly products, the customer will accept it and Castrol will gain a competitive advantage in their market.