促进汽油零售业增长.pdf

《促进汽油零售业增长.pdf》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。

1、FUELINGGROWTHINPETRO-RETAILINGTHECONSUMERIMPERATIVEA.T.KEARNEYIntroductionWithgrowingcompetitionandderegulation,therulesofthegameinthepetroleumretailingindustryinIndiawillundergosomemajorchangesinthenextfewyears.TherevolutionintheIndiantelecomsectorisarecentexamp

2、leoftheimpactoffreemarketdynamicsonthestructureoftheindustryandonthestrategiesofvariousplayers.DeregulationofthepetroleumretailingsectorinIndiawillundoubtedlyleadtoasimilarbattleformarketshare,withnewplayersattemptingtogainsharefromcurrentincumbents.Thiswillexert

3、adownwardpressureonprofitmarginsandforceindustryplayerstoadapttheirorganizationsandstrategy.Tosucceedinthisenvironment,thetwokeyquestionsare:Howcantheindustryprepareforthechange?WhatwillbethemosteffectivestrategiesforpetroleumretailersinIndiainthemediumterm?Toexp

4、lorethestrategicoptionsforpetroleumretailersinIndia,A.T.Kearneyhasconductedastudyofsuccessfulstrategiesadoptedbypetroleummarketingcompaniesworldwide,anddrawnlessonsrelevanttotheIndianenvironment.Thefindingsclearlydemonstratethevaluetobegainedfromadoptingaconsumer

5、-centricapproachandinbuildingastrongbrandequity.FromouranalysisoftheIndianmarket,webelievethatthereisanopportunityforpetroleumretailersinIndiatodevelopdifferentiatedvaluepropositionsthatwillboosttheirrevenuesandimprovecompetitivenessandprofitabilityinthenewmarket

6、economy.Inthisstudy,wehaveidentifiedkeyimperativesforsuccessfulpetroleumretailingintheIndiansubcontinentandsuggestedsomestrategicalternatives.StrongbrandsdriverevenuegrowthFigure1:ShiftinthedemandcurveleadsIntimesofincreasedcompetition,firmsoftentoincreasedrevenu

7、esadoptstrategiesaimedeitheratincreasingcostCommodityStrongBrandcompetitivenessoratgrowingrevenues.A.T.KearneysworkacrossindustriesgloballyhasP1ashownthatingrowthmarkets,themajorimperativeshouldberevenueenhancementthroughprofitableshareandmarketgrowthPricePricePr

8、emiumTodriverevenuegrowth,petroleumretailersP2willhavetoeitherattractnewconsumersorincreasetheirshareoftheexistingconsumerswallet.Creatingastrongbrandequitywil