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Course Summary

Retail marketing in today’s oil industry is not only about fuels and lubes. Ever more discerning customers need a wide range of goods and services. Increasing competition is putting margins and site networks under pressure. This is a broad but comprehensive foundation course, on which you will learn to manage objectives and resources professionally. You will explore the circumstances and problems affecting the retail oil industry and consider the solutions available to oil companies and associated groups involved in service station retailing.

What you will learn

• Essential understandings and best practice applications of network planning, network management, site management and brand management; how to optimise retail networks, brands, property and on-site facilities
• How to understand the needs of both established and emerging markets - existing situations and prospective new ventures – as well as approaches to deregulation and the management of synergistic businesses.
• How to identify and analyse competitors, trends and opportunities and how to apply best retailing practices and give appropriate focus to customers
• How to appreciate and apply the essential business principles to help review and create successful investment, marketing and sales strategies and operating policies

Who Should Attend?

• Those who decide, influence, manage or implement policies affecting sales and marketing, brand matters, or investment in retail networks, or anyone who aspires to do so. It will be of most benefit to oil company senior or middle managers, and those who advise them. The disciplines covered relate to property management, brand management and business performance management.

Course Contents

Understanding a Market

• What are its attractions?
• What type of business should you be in and why?
• Who are the customers?
• Who are the competitors?
• What can be learned from the experiences of others?
• How is performance best measured?

Brand Management

• What is a brand position and why is it essential?
• How is it best conveyed to maximum effect?

Asset Management (Networks)

• Supply chain management (wet and dry goods)
• What forms of ownership and property management are available?
• What network and outlet operating modes should be considered?

Asset Management (Outlets)

• Principal design considerations
• Customer’s needs and wants
• How to ensure assets are 'sweated' to secure best returns on capital
• The key on-site features of 'retailing for profit'

Site Facilities

• Fuels: what to look out for re. competitive pricing, premium pricing and promotions.
• Shops: How can full advantage be taken of the opportunity - professionally?
• Car care / Car washing: how can poor and mediocre operators become successful?
• What other new business streams or products may be suitable for the retail oil industry?

General

• Performance management: what does it mean, how does it work?
• Customer relations management