Liaoning The Iupac Trade Petroleum Coke Exports Strategy

Petroleum coke (pet coke) is a solid residual by-product of the coking process in an oil refinery. It is widely used in cement industry and aluminum metallurgy industry. China Liaohua United Foreign Trade Co., Ltd. (CLUFT) exported 100,000 tons of petcoke in 2001 with an export sum of US$6.4 million, which accounts for 10.6% of China's total export sum in that year. While in 2002, CLUFT exported 38,000 tons of petcoke with an export sum of US$3.06 million, which accounts for 8.8% of China's total export sum in the year 2002. At present CLUFT purchases all of its petcoke from the Oil Refinery of PetroChina Liaoyang Petrochemical Company, whose annual petcoke production comes out top in China. It is believed that what is studied in this paper may be helpful in facilitating those local pet coke producers to develop the strategy in their export of pet coke.This paper, adopting marketing theory and SWOT analysis and using CLUFT as an object of study, discusses the export policies of pet coke in a new environment and particularly in a situation where a strong impact is made on petrochemical industry after China's accession into WTO in order for CLUFT to create an unique and sustainable competitive advantage in a very complicated market environment. Methodology used in the paper involves further reading of documents, investigation and real case analysis.In this article, the author believes that Japan is the target export market of CLUFT, while Jinxi Petrochemical Company and Jinzhou Petrochemical Company are the major rivals resulting from explaining the business of the company and its export situation along with the problems that exist in this respect, analyzing domestic business environment in the export of the petroleum coke including an account of the local petroleum coke export policy and export situation of the industry besides that of the major rivalry, analyzing the international environment covering also the international market structure, its salient points, the trend of market development and its behaviors .Finally, the author briefs product policy, pricing policy, promotion policy and distribution policy in CLUFT's export of the petroleum coke . At present CLUFT should adjust product structure, guarantee product quality, strengthen after-sale service, maintain present price level, build up complete quote system as soon as possible, establish good public relations and suitable impelling system of the company, focus on end-user service, develop new customers and e-business to continuously eliminate the bottlenecks and create a more prosperous prospect in pet coke export.