| Author | Auramanee Subakarn |
| Call Number | AIT RSPR no.SM-97-14 |
| Subject(s) | Gasoline--Thailand--Marketing
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-97-14 |
| Abstract | Thailand is a rapidly developing country and demand for petrol has been rising very
rapidly in Thai industry and for residential use. Retailing is one of major markets in the oil
industry. Oil companies are faced with vigorous competition among the brands since price
deregulation. Shell Company Limited ( Thailand ) was the first brand which introduced
unleaded premium gasoline in Thailand. Many brands have to developed unleaded premium
gasoline for the retail market.
The problem of this research is how can Shell do the positioning and marketing strategies
plan for unleaded premium gasoline to gain greater profitability and market share.The objective
of this research are develop positioning and marketing strategies for Shell unleaded premium
gasoline, analyze the retailing trend and competitive position relative to others, identify strength
and weakness of Shell and promotional method for unleaded premium gasoline.
Major sources are formal and informal interview with Shell's staff, service station
operators, forecourt staff and 160 questionnaires with questions about demographic, attitude and
behavior of consumers.
From this research, we founded unleaded premium gasoline users were quality conscious.
They didn't mention about price of product and the important factors for people to choose
service station are convenient location and provide general services. Shell have the problems
about image of some service stations, standard of services, outlets location, and high investment
cost.
Shell should use automation system for control the price of petrol stations. The new
outlets identity must have been completed as soon as possible to build up it new image. Service
is one of key success factors for retail market. Shell should make standard for their service to
satisfy customer need for increase profit and retain the position of leading oil company in
Thailand. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-97-14 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark; |
| Examination Committee(s) | Swerczek, F.W.;Bechter, Clemens; |
| Degree | Research studies project report (M.BA.) - Asian Institute of Technology, 1997 |