A Research On The Strategic Marketing Of Caltex's Auto Lubricants

Belonging to Chevron Group which ranks in the top 500 world companies, Caltex is now engaging in the business of lubricants sales and services in mainland China. Nowadays the competition in lubricants field is fairly heavy among lots of manufactories. From 1996 Caltex started the lube business and after several years later has achieved great progress and profits. In past recent years the growing rate was also very high. But there are still many problems for Caltex's marketing policies, for example, lacking of clear marketing segmentation, chaos in business management and wrong marketing positioning. All this have slowed down the growing pace of Caltex and made it lagging behind of main MNC competitors.Strategic marketing theory (STP) is the process of market segmentation, market targeting and market positioning. This dissertation aims to redesign the marketing strategy and policy of Caltex auto lube business based on the STP theory by analyzing the updated status of Chinese lube industry, the status of Caltex auto lube business, sales model and channel, inside and outside environment. After that, it is going to present the detailed marketing strategies and tactics based on 4P theory from four aspects, products, channel, price and promotion, in order to improve the sales performance of Caltex auto lube business in China.