marketing assessment ub08027835
TRANSCRIPT
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University of Bradford School of Management
Marketing Course Work
Marketing Plan for Petroleum Storage and
Distribution Company - ABC Limited
March 2009
Name Asuni OladimejiUB No. 08027835
Program DLMBA January 2009
The name of the company assessed in this coursework has
been withheld for confidential reasons
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Marketing Course Work
Marketing Plan for Petroleum Storage and
Distribution Company - ABC Limited
March 2009
i
Contents
1 Terms of Reference 1
2 Executive Summary 2
3 Business Mission 3
4 External Marketing Audit 44.1 Macro Environment 44.2 Micro Environment 7
5 Internal Marketing Audit 115.1 Strategic Issues Analysis 115.2 Marketing Structures and Systems 14
6 SWOT Analysis 15
7 Marketing Objectives 167.1 Strategic Thrust 167.2 Strategic Objectives 16
8 Core Strategy 178.1 Target Markets 178.2 Competitor Targets 178.3 Competitor Advantage 17
9 Marketing Mix Decisions 189.1 Product 189.2 Promotion 189.3 Price 189.4 Place 19
10 Budget 20
11 Organization and Implementation 2211.1 Marketing Organisation 2211.2 Implementation of the marketing strategy 23
12 Control 2412.1 Customer Satisfaction Measurement 2412.2 Sales and Market Share Analysis 24
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Distribution Company - ABC Limited
March 2009
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13 References 25
14 Reflexive Account 2614.1 Marketing Plan Development 2614.2 Myself as a Marketer 2614.3 Lessons Learnt 26
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Marketing Plan for Petroleum Storage and
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March 2009
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1 Terms of Reference
This market plan is based on ABC Limited, a start-up petroleum product sourcing,
storage and distribution company in Nigeria. The company has a 50,000MT Capacity
depot located in a southern state in Nigeria.
Following the complete neglect of the local petroleum refineries during the past
administrations in the country, the output of the four refineries in the country have
declined to an almost non-productive state. This limited refining capacity has
necessitated the heavy reliance on fuel importation to meet the local consumption
needs.
Prior to 2004, the Nigerian Government was solely responsible for fuel importation and
administration in the country through its agency, NNPC1. Only recently, the government
deregulated the market thus stimulating the entrance of private players within the
importation market segment. The figure below is a representation of the downstream
petroleum industry value chain in Nigeria.
Refinery
Imports
End users
Retail Outlets
Industrial
HNI
Consumers
Bulk Storage Tanks/Distribution Depots
Pipelines Tankers(3rd Parties)
Sourcing MarketingDistribution
REGULATION
1 Nigerian National Petroleum Company
Source: industry research
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Marketing Plan for Petroleum Storage and
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March 2009
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2 Executive Summary
Key Audit Findings
Poor distribution of infrastructure has limited distribution of petroleum products intothe Nigerian hinterlands
Concentration of market players in the south-west region has led to port congestionand product shortages
Poor state of power supply by Nigerian Government guarantees continued demandfor alternative power sources which require fuels
Favourable government polices to promote private sector participation in industry Risky market due to susceptibility to global petroleum price fluctuations and foreign
currency exchange rates Potential opportunity for ABC to leverage favourable policy and market opportunity Strategic location of ABCs operations will be attractive to consumers that need to
save transportation cost
Key Recommendations Strategic thrust should be focused on market penetration aimed at acquiring and
growing market share through under-served regions Introduction of product differentiation Increased focus on promotion to build awareness Redesign of marketing structure to promote functionalism and align with objective
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March 2009
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3 Business Mission
Through hard work, innovation, competency and mobilization of human and
material resources shall provide Total Quality Service delivery- ABCs business mission
This business mission emphasizes the delivery of Quality Service. This is an
important focus for a company operating in a sector that has been plagued by poor
service and a lack of differentiation in products. With a mission to deliver total quality
service, ABC seeks to distinguish itself from the competition.
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Marketing Plan for Petroleum Storage and
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March 2009
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Real GDP Growth (%)
0
1
2
3
4
5
6
7
8
2008 2009 2010 2011 2012 2013
Year
GrowthRate(%)
Figure 1: Nigeria's GDP Growth Forecast (Source Economist Intelligence Unit, March 2009)
Stagnation in Personal Disposable Income: Personal disposable income isexpected to decline between 2009 and 2010.
Personal Disposable Income
40
45
50
55
60
2007b 2008b 2009c 2010c 2011c 2012c 2013c
Year
(US$bn)
Figure 2: Personal Disposable Income Forecast (Source: a Actual. b Economist Intelligence Unit estimates. c Economist IntelligenceUnit forecasts)
4.1.3 Socio-Cultural
Population Growth: With an estimated population of about 150 million in (over20% of Sub-Saharan Africa) Nigeria remains an important market because of thesheer size of its population.
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Nigeria's Population Forecast
135
140
145
150
155
160
165
2007 2008 2009 2010 2011 2012
Year
Population(millions)
Figure 3: Nigeria's Population Forecast (Source: Economist Intelligence Unit, March 2009)
Social Unrest: Violent militant action in the Southern states is causing the Nigerianoil sector to continue to operate below potential.
4.1.4 Technology
Fuel Refining and Distribution infrastructure: Paucity of refining and distributioninfrastructure has impacted significantly on seamless supply of petroleum productsnationwide.
Power: Poor state of power is causing both industries and households to increaseinvestment in alternative power sources.
Transportation: Transportation system in Nigeria is predominantly by road. EIUforecasts show a marginal increase in the number of passenger cars from 7 to 8 per1,000-population between 2007 and 2012 respectively. Other forms oftransportation in the country are relatively underutilised due to poor development
Communications: Proliferation of voice and data communications infrastructure.
4.1.5 Ecological/Environment
Increasing global concerns on the impact of carbon fuels combustion on theenvironment: Although engine manufacturers are beginning to build more fuel
efficient engines for their products (cars, aircraft, generators etc.), the penetration ofsuch eco-friendly products within the Nigerian market is still quite subtle.
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4.2 Micro Environment
An analysis of the micro-environment using Porters 5 Forces model (Porter, 1998) isas follows:
4.2.1 Rivalry amongst Current Competitors in the Industry - Strong
7 major marketers (including NNPC) controlling about 72%2 of the market share.Their target customers are the end users whom they reach through theirestablished and extensive network of retail outlets across the country (between 200and 500 per company).
Although there are about 7000 independent marketers controlling the remainder28%2 of the market, the focus of this report is on the less-than-12 of thesemarketers that actually have owned storage facility and up to 20 retail outlets. Majorcustomers for these are industries as well as smaller retailers that do not haveenough capacity to import their own products.
Degree of product/ price variation before now was very marginal and limited due toprice regulation policy. Recent deregulation policy should present new competitivescenarios within the industry
Distribution of storage capacity amongst the industry players is as follows. Thestorage facilities of most of these companies are mainly located along shared jettyfacilities in the South-west region of Nigeria.
2 NNPC Annual statistical bulletin 2007
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Market share of Major and Independent Marketers
Conoil, 8%
Mobil, 6%
NNPC, 4%
Texaco, 9%
Total, 16%
Oando, 20%
Independents, 27%
African Petroleum,
10%
Figure 4 Analysis of market share of major and independent marketers (Source NNPC Annual Statistical Bulletin, 2007)
312>70,000
6
0
2
2
Majors
9
4
2
2
Independents Total
450,001 70,000
15Total
430,001 50,000
470,000
6
0
2
2
Majors
9
4
2
2
Independents Total
450,001 70,000
15Total
430,001 50,000
4
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March 2009
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ABCsFarmTank
Location
Maiduguri
Kano
Gusau``
Kaduna
Biu
Gombe
Bight of
Benin
Makurdi
Calabar
Gulf of Guinea
PortHarcourt
Lagos Escravos
Warri`
Aba
Enugu
Illorin
Ibadan Auchi
Lokoja
AtlasCove
Mosimi Ore Benin
City
Egbisi
Abudu
MinnaJos
Zaria
Yola
Sarkinpowa
R.Benu
e
R.N
iger
Izom
Abaji
Cam
erou
n
Abuja
Ondo
Pump Station
Product Line
Crude Line
Pump House
Marine Station
KEY
Refinery and Depot
NNPC Distribution Depot
Booster
Marketer Owned Storage
ABCsFarmTank
Location
Maiduguri
Kano
Gusau``
Kaduna
Biu
Gombe
Bight of
Benin
Makurdi
Calabar
Gulf of Guinea
PortHarcourt
Lagos Escravos
Warri`
Aba
Enugu
Illorin
Ibadan Auchi
Lokoja
AtlasCove
Mosimi Ore Benin
City
Egbisi
Abudu
MinnaJos
Zaria
Yola
Sarkinpowa
R.Benu
e
R.N
iger
Izom
Abaji
Cam
erou
n
Abuja
Ondo
Pump Station
Product Line
Crude Line
Pump House
Marine Station
KEY
Refinery and Depot
NNPC Distribution Depot
Booster
Marketer Owned Storage
Pump Station
Product Line
Crude Line
Pump House
Marine Station
KEY
Refinery and Depot
NNPC Distribution Depot
Booster
Marketer Owned Storage
Figure 6: Spread of Storage and Distribution Infrastructure
4.2.2 Threat of New Entrants Weak
Huge capital investment for setting up and running large storage facility (up to$100,000,000 for 50,000MT Capacity). Product importation for cost is up to$17,000,000 per 30,000MT shipment.
The majors have established brand names having been in the market much longerthan the independents as well as through their affiliations with multi-national oilcompanies (E.g. Total, Mobil, Chevron)
Narrow profit margins means that players have to be capable of turning over highproduct volumes
4.2.3 Bargaining Power of Customers - Strong
Petroleum products are of standardised quality, therefore there is a perceived lackof differentiation by the customers.
Other than the end-consumers that purchase from petroleum retail outlets, the lowlevel of industrialisation means that there fewer industries requiring fuel to powertheir operations.
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Consumers have a significant influence on the market. Labour and trade unions
have often reacted to unfavourable changes in petroleum prices.
4.2.4 Bargaining Power of Suppliers Medium
Petroleum is an essential commodity item which is in high demand globally andlocally. Prices are very sensitive to global fuel price fluctuations
There are a number of suppliers of refined products within the industry. However,the options for sourcing quality petroleum products appear to be somewhat limited.
4.2.5 Threat of Substitutes - Weak
Alternative source of energy for powering vehicles is currently unavailable therebyguaranteeing demand over the medium to short term. Industries however have theoption of setting up gas powered stations as an alternative. This will require a hugeamount of capital and might to be in the immediate term.
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March 2009
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5 Internal Marketing Audit
5.1 Strategic Issues Analysis
5.1.1 Marketing objectives
ABCs marketing objective is To be a foremost petroleum product marketing anddistribution company and to progressively diversify to oil production in the marginalfields.
5.1.2 Market Segments
ABCs business is focused on organisational marketing; hence, macro-segmentation ofits markets is based on:
Geographic Location: Nigeria has been dimensioned according to its 7geopolitical regions3 and this forms a basis for comparing patterns such as:- Petroleum distribution- Level of industrialisation- Population distribution
Petroleum Product Distribution by Region
South West
51%
Abuja
5%
South South
22%
South East
4%
North West
5%
North East
4%
North Central
9%
Figure 7: Product distribution by region NNPC Statistical Report 2007
3North-West (NW), North-East (NE), North-Central (NC), Abuja (Federal Capital),South-South (SS), South-West (SW),
South-East (SE)
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Geographical Distribution of Industries by Region
North East
4%
North Central
9%
Abuja
2% South West
36%
South East
15%
South South
13%
North West
21%
Figure 8: Geographical distribution of industries (N igerian Bureau of Statistics, 2006)
Population Distribution by Region1
South-West
14%
North-Central
21%
North-East
15%North-West
23%
Abuja
1%
South-East
12%
South-South
14%
Population Distribution by Region1
South-West
14%
North-Central
21%
North-East
15%North-West
23%
Abuja
1%
South-East
12%
South-South
14%
Figure 9: Geographical distribution of population by region (Source National Population Commission, 2006 Census)
Industry:
S/N Industry segment Requirements Micro-segmentation
A Petroleum
i Importers Storage Choice criteria: priceand service
Complex decisionmaking unit
Long decisionprocess
ii Major distributors Storage space
Strategic distribution pointsfor quick access to theirretail outlets
Choice criteria: priceand service
Complex decisionmaking unit
Long decision
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S/N Industry segment Requirements Micro-segmentation
processiii Independent
retailers Product sourcing
alternatives Choice criteria: price
and service
Simple decisionmaking unit
Short decisionprocess
B Manufacturing
C Corporate consumers(Banks, Hotels,institutions, hospitalsetc.)
Bulk fuel purchases topower their operations
Choice criteria: priceand service
Complex decisionmaking unit
Long decisionprocess
Distribution of Petroleum Retail Outlets in Nigeria
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Independents Majors
No.ofRetailOutlets
South West Remainder Regions
Figure 10: Distribution of Petroleum Retail Outlets in Nigeria (Source - PPPRA4Nationwide Retail Outlet Census November 2006)
5.1.3 ABCs Competitive Advantages
Location
- Proximity to the underserved markets
- Easy access to water-ways, less congested jetty
Large Storage Capacity 50,000 MT (ranked amongst the top 11 in the country)
4Petroleum Products Pricing Regulatory Agency
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Technology ultra-modern facility and equipment for operational efficiency
Purchasing Power ABC can embark on bulk importation in order to achieveeconomies of scale and cheaper products
5.2 Marketing Structures and Systems
SalesBusinessDevelopment
Business/ Strategic Planning
Business Performance
Review and Reporting
Industry/ Market Analysis
Business Intelligence
Demand Forecasting and
Planning
Product Pricing
Customer Segmentation
Sales&Marketing
OrderFulfillment
ProductSales
Order Confirmation
and Scheduling
Marketing Strategy
Definition
SalesRepresentatives
CustomerBilling&Collections
Marketing strategies
implementation
Sales contract negotiations
Customer relationship
management
Customer marketing
Customer acquisition andmanagement
Sales order processing
Sales reporting
Resolution of customer inquiries
Customer relationship management
Customer satisfaction
monitoring
Customer relationship
management
Customer billing
Resolution of customerbilling inquiries
Figure 11: ABC's marketing structure
The availability of Sales Representatives as the organisations main selling force isquite an effective strategy based on its business-to-business marketing model. In linewith the organisations vision of providing total quality in its service, customerrelationship management is entrenched across all market facing positions. Marketingneeds to work with operations to ensure that customer orders are promptly scheduledhence, the position of Order Fulfilment personnel. A business development positionalso exists to ensure that marketing is up to date on ABCs operating environment.
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6 SWOT Analysis
A SWOT analysis of ABC is presented below:
Strengths
Comparatively large storage capacity
Strategic location provides proximity tounder-served markets in the South-south, South-East and Northernmarkets
Owned jetty facility reducesoperational inefficiencies from port
congestion delays Strategic alliance with foreign
refineries for guaranteed supply ofproduct
Ultramodern facility for increasedoperational efficiency
Purchasing power will drive economiesof scale
Weaknesses
Relatively new and unknown brand
New entrant: lack of market / industryexperience
Lack of unique product offering due toundifferentiated products
Opportunities
Deregulation policy would create room
for increased market participation andcompetitive pricing
Privatisation policy presentsopportunity to play in other marketsegments including petroleum refining
Expansion into under-served marketsegments within catchments area
Guaranteed demand for product due tolack of substitute products
Large number of independent retailers
Increasing need for storage to meetlocal consumption growth
Threats
Declining growth in economy may
affect product consumption patterns Fluctuation in the international prices
of petroleum
Social unrest in southern region ofNigeria due to militancy
Increasing risk due to foreign currencyfluctuation
High cost of operations
Increasing cost of operations whichmay be attributable to factors includingcommunity and labour union demands
Increasing environmental concerns onthe harmful effect of fuel combustion
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7 Marketing Objectives
7.1 Strategic Thrust
As presented in the previous sections, ABC is mainly aspiring to sell existing productsto an existing, albeit underserved, market. Thus, its strategic thrust as depicted in theAnsoff matrix is focused on market penetration.
Market
Existing New/ related
Existing
Market penetration orexpansion
Market development
Product
New
/related
Product development Enter new markets
Figure 12: Ansoff Matrix
7.2 Strategic Objectives
In line with ABCs vision of being a foremost player in the petroleum industry as well asthe market potential as shown in the audit, its strategic objectives should be focused onbuilding its sales and market share.
ABC
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8 Core Strategy
8.1 Target Markets
ABCs target market shall be based mainly on geographical segmentation. Asmentioned earlier, the strategic location of ABCs operations at the south-south placesit at an advantageous position to service the underserved regions thereby diverting thetypical south-west bound buying transactions.
Geographic Segments:- South-South region due to proximity- South-East and Northern markets which are currently underserved
Industry Segments:- Independent Petroleum Retail Outlets: Independent petroleum retail outlets in
the selected geographic zones account for 57% of the entire market.- Manufacturing industries and corporate consumers operating fuel powered
generators- Petroleum product importers and marketers requiring storage and distribution
services
8.2 Competitor Targets
Industries and corporate consumers within the South-west market segments are
equally close to ABCs location and may be prime targets for acquisition.
8.3 Competitor Advantage
Target market Requirement Product Competitive Advantage
PetroleumImporters
Major distributors
Storage space
Strategic points for quickaccess (to theirdistribution/retail outlets)
Storage anddistributionservices
Competitive pricing
Service quality
Operational efficiency
Proximity to desired
distribution pointsIndependentretailers
Product sourcingalternatives
Manufacturing andcorporateconsumers
Bulk fuel purchases topower their operations
Bulk supply ofpetroleumproducts
Competitive pricing
Service quality
Operational efficiency
Proximity to consumer
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9 Marketing Mix Decisions
9.1 Product
Considering the market deregulation, ABC Limited should seek to differentiate/renew its product offering (e.g. through the use of fuel additives such as detergentsto keep fuel injectors clear and prolong engine life). This will impact on the productprice.
9.2 Promotion
Advertisement: Placement of adverts in various media to promote awareness ofthe ABC brand, products and service offering.
Personal Selling: Being a business-to-business market, personal selling remains aviable mode for promoting ABCs products. This should be preceded by otherpromotion methods that will spur awareness of the product.
Public/ community relations: This will address negative publicity that petroleumbusinesses have suffered in Nigeria due to their seeming neglect of communitiesand environment in which they operate. Community relation projects to embark oninclude educational scholarships, community projects (e.g. water, health, educationprograms etc.).
Internet: Because of the price volatility of its products, ABC should consider
internet as a tool for promoting its business while ensuring that customers haveaccess to real time information on product pricing/availability.
9.3 Price
Competitive pricing for products: ABC should seek to ensure a competitivepricing of its products through strategic sourcing to ensure comparatively low unitprices while maintaining reasonable profit margins
Credit Allowances: Subject to meeting credit compliance requirements, ABC mayprovide credit allowances to its customers based on mutually favourable terms.
Bulk purchase discounts: ABC should define a graduated discount tableapplicable to various purchase volume thresholds.
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9.4 Place
Retail Distributors: ABC could enhance its market share acquisition throughbeneficial schemes targeted at consolidating the numerous petroleum retail outlets.Such schemes could include group ordering in order to meet discount purchasingvolumes.
Transportation: Alliance with 3rd party transport services for delivery of customerorders.
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10 Budget
The table below shows a 5-year Operating Expenses projection for ABC Limited.
Value (000 N)
Operating Expenses Year 1 Year 2 Year 3 Year 4 Year 5
a Staff Costs 262,050 275,384 289,408 304,159 319,675
b Board Compensation 5,550 5,828 6,119 6,425 6,746
c Communication 6,963 7,334 7,727 8,141 8,579
d Depreciation 905,922 905,922 905,922 905,922 905,922
e Rent 1,500 1,800 2,160 2,592 3,110
f Sales / Marketing 104,906 114,782 125,614 137,498 150,535
g Office Supplies 14,154 14,861 15,604 16,384 17,204
h Repair & Maintenance 707,421 742,792 779,931 818,928 859,874
i Insurance 605,684 632,238 660,232 689,739 721,140
j Professional Services 38,461 41,426 44,644 48,136 51,930
k Government Levies & Taxes 1,500 1,500 1,500 1,500 1,500
l Travel Expenses 20,640 21,672 22,756 23,893 25,088
m Bank Charges 231,515 254,667 280,134 308,147 338,962
Total 2,906,266 3,020,205 3,141,749 3,271,463 3,410,265
Contingencies (5%) 145,313 151,010 157,087 163,573 170,513
Total Expenses 3,051,580 3,171,215 3,298,837 3,435,036 3,580,778
ABCs marketing budget is about 3.5% of the entire operating expense budget. Thebudget has been distributed across the various marketing mixes as follows:
Marketing Mix Component Percentage Amount (N 000)5
Product 5% 5,243
Promotion 55% 57,698
Price 15% 15,735
Place 25% 26,226
Total 100% 104,906
5 N = Naira (Nigerias currency)
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Allocation of marketing budget across the various marketing mixes is based on theirperceived importance and objectives. Being a start-up company, the marketing mix forthe first year of operations will be largely focused on promoting the ABC brand in orderto increase the awareness within the target market segment.
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11 Organization and Implementation
11.1 Marketing Organisation
A slight modification to ABCs marketing structure has been recommended in order toalign with the functional structure described in the text (Jobber, 2007). Modificationsmade to the existing structure include addition of an Advertising and promotions unit. Inline with ABCs market penetration strategies, it is imperative that a unit is dedicatedadvertising and promotions management. Also, it is recommended that the salesrepresentatives are categorised according to their regions for increased focus,ownership and accountability. This may promote some internal competition towards theattainment of the overall growth of the business.
Definition of a functional structure is expected to bring the benefit of specialisation oftask and clear definition of responsibilities (Workman et al, 1998).
Sales Marketing
Sales&Marketing
OrderFulfillment&
Billing
RegionalProductSales
Representatives
Advertisingand
Promotions
MarketingResearch
Order Confirmation
Order Scheduling
Billing and Collection
Resolution of
Customer Billing
Inquiries
Advertisement and
promotions
coordination
Customer marketing
Customer acquisition and
management
Sales order processing
Sales reporting
Resolution of customer inquiries
Customer relationship management
Industry/ Market Analysis
Demand Forecasting and
Planning
Product Pricing
Marketing Strategy
Definition
Performance Review
and Reporting
Marketing Strategy
Development
Marketing Strategy
Implementation
Marketing strategies
implementation
Sales contract
negotiations
Figure 13: Proposed marketing structure for ABC Limited
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11.2 Implementation of the marketing strategy
Refine marketingstrategy to address keyfindings from marketing
plan
ChangeManagement
Communication oftargets based on
established performancemeasures
Re-organisation ofmarketing structure
Cascade targets to salesrepresentatives
Implement salesstrategies across target
market
Evaluate performancesagainst targets and take
necessary action
CEO Head of Sales &
Marketing
Head of Sales &Marketing
Head of Sales &Marketing
Head of Sales
Advertising andpromotions
Sales Representatives Sales Admin. (order
fulfillment and billing)
Head of Marketing Marketing Research
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12 Control
12.1 Customer Satisfaction Measurement
ABCs mission is to deliver total quality service. A control system that can be used tomeasure alignment with this mission is customer satisfaction measurement.Because perception of quality is subjective, a reasonably accurate way to evaluate thisis through market research.
12.2 Sales and Market Share Analysis
ABCs marketing objective is to be a foremost player in the petroleum industry - thishas to do with acquisition of market share. To be ranked amongst the foremost players,
ABC has to control no less than 6% of the market share which is equivalent to theminimum market controlling percentage of the major marketers. Thus, it must be ableto sustain an annual volume turnover of over 700 million litres - less than half of itscurrent annual turnover capacity at 100% capacity utilisation.
With appropriate controls to ensure that ABCs prices are within a reasonable margin ofthe prevailing market prices, a growth in annual turnover would translate to improvedsales performance.
Market share of Major and Independent Marketers
Conoil, 8%
Mobil, 6%
NNPC, 4%
Texaco, 9%
Total, 16%
Oando, 20%
Independents, 27%
African Petroleum,
10%
African Petroleum Conoil Mobil NNPC Texaco Total Oando Independents
Million Litres 1,146 863 641 424 1,028 1,737 2,242 3,042
% 10.31% 7.76% 5.77% 3.81% 9.24% 15.62% 20.15% 27.35%
Figure 14: Source NNPC Annual Statistical Bulletin, 2007
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Marketing Assessment 270309.doc
Marketing Course Work
Marketing Plan for Petroleum Storage and
Distribution Company - ABC Limited
March 2009
25
13 References
Economist Intelligence Unit: Views Wire Nigeria (March 22nd 2009).http://viewswire.eiu.com/index.asp?layout=oneclick&pubtype_id=1086275908&country_id=1650000165&rf=0 (Accessed March 23 2009)
Jobber D. (2007) Principles and Practices of Marketing (5 th Edition). Mc Graw-HillEducation
Nigerian National Petroleum Corporation (NNPC) Annual Statistical Bulletin (2007).
Petroleum Products Pricing Regulatory Agency (PPPRA) Nationwide Retail OutletCensus (November 2006)
Porter, M. E. (1998). Competitive Strategy: Techniques for Analysing Industries andCompetitors, New York: Free Press
Workman J.P. Jr, C. Homburg and K Gruner (1998) Marketing Organisation: AnIntegrative Framework of Dimensions and Determinants. Journal of Marketing 62,July, pp21 41
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Marketing Course Work
Marketing Plan for Petroleum Storage and
Distribution Company - ABC Limited
March 2009
14 Reflexive Account
14.1 Marketing Plan Development
14.1.1 What Worked Well
The concepts presenting in the text were mostly areas I could relate to. That aidedunderstanding to a great extent.
I particularly found the environmental research aspect fascinating i.e. putting together thevarious aspects on the external and internal business environment (SWOT) to extrapolate
the overall impact on the business.
14.1.2 What was problematic
Developing the marketing implementation plan. I could relate to the implementation issuespresented in the text. It was quite difficult applying it to the developed marketing plan.
Developing the marketing budget.
14.2 Myself as a Marketer
From the experience garnered during this course I see myself playing a more strategic marketing
role (i.e. market research, strategy definition, performance evaluation etc.) rather than an
implementer role
14.3 Lessons Learnt
The role of the marketer in an organisation is to ensure the organisations strategic objectives are
met through efficient delivery of customers needs better than the competition, and why abiding
by societal ethics. In order to achieve the objective of the role, the marketer has to have a good
understanding of :
Organisation products and services offered, performance, growth strategies
Customer current needs and expectations
Competition products and services offered, current performance, future strategies
Society identity and sensitivities