Research On Refined Oil Market Strategy Of Sinopec Senmei(Fujian) Co.Ltd In Retail Market With New Competitive Landscape

In Jul,2007, Sinopec and Exxon Mobil, Saudi Aramco found a joint venture, Sinopec SenMei (Fujian) Petroleum Company limited, to replace Sinopec to become a major supplier of refined oil retail market in Fujian Province. With the construction and development of the " Haixi", Fujian has become another fierce competition area. Today, Fujian refined oil retail market in the new competitive landscape formed, from original only two major competitors of Sinopec and PetroChina to Sinochem, CNOOC, China aviation Oil, BP, Privated ventures, etc, up to hundreds of companies. So how to maintain market leader with proper marketing strategy is become a sense of urgent, and it’s a subject of how venture to survival and development. Therefore, Combined with my working experience in Sinopec SenMei (Fujian), I chose this topic and it should has more application value.Firstly, International and domestic oil market and Fujian refined oil retail market situation was analyzed, the future refined oil retail market development direction was forecasted. Though summarizing the major competitors, new competitive landscape and opportunity, threat..advantages and disadvantages analysis of Sinopec SenMei (Fujian), I believe the following marketing strategies are helpful of Sinopec SenMei (Fujian) to achieve market leader:(1) Product strategy, with good joint brand advertisement, to build a strong brand, and through provide better quality of new products(98# gasoline) for more market, attracting higher consumers and to compensate the decrease of gross profit. (2) Channel Strategy, to optimize one or two distribution system, to reduce total logistic cost, maintaining cost advantages, and to optimize retail network and expand new network timely, with good land planning, to reduce real land cost of net points.(3) Service innovation strategy, to strengthen gas station standardization service, to full implementation of" best customer practice strategy". Providing self refilling, convenience store and car washing services, to create new profit and reducing labor cost. (4) Promotion strategy, to utilize sales promotion and personnel promotion, adding gas refilling function to seize the market. And though advertisement and publicity, to establish good company image and make good external public relations. (5) Price strategy, with flexible pricing to respond new price mechanism, to avoid vicious completion, retaining old customers and attracting new customers.All, In order to win and maintain the leading position, Sinopec SenMei (Fujian) needs to seize two clues:one is the expansion of retail network, as it is market share guarantee; the second is service innovation and value-added, and this is the intangible competitive force that competitors can’t duplicate. Though constantly learning foreign advanced management mode and keeping innovation, continue to integrate various resources, Sinopec SenMei (Fujian) can maintain unbeaten and become forever dominant in completed markets.