The Marketing Strategy Research For Tincy Company Crude Oil Product

Tincy Group Energy Resources Limited(referred to "Tincy Company")is foreign contractor of the crude oil development project located at Hainan Yuedong block Bohai Bay Basin,People’s Republic of China.Subjected to restrictions of company nature and its main business,Tincy Company mainly invest on crude oil exploration while lack of crude oil marketing research.With the Yuedong block being put into fully operation in November 2013,the sale of share crude oil product in domestic market has been put on the agenda and become an urgent problem to be solved for the company which is how to sell the share crude oil in a reasonably,legally and an optimum way.In order to provide a possible solution for the problems mentioned above,the author adopted Survey Method,Document Analysis method,Quantitative analysis and qualitativeanalysis methods,deeply analyzes international and domestic crude oil market in aspects of the macro-economic and micro-environment.Based on these researches,the author put forward the market segmentation,best target market and market positioning of Yuedong crude oil product and then presents a set of 4Ps strategy detailed as following:The market segments of Yuedong crude oil product shall focus on the asphalt processing or fuel oil blending.The best target market is local asphalt plants.The market positioning of Tincy Company is to make efforts on producing crude oil product with better quality than those similar kind of imports or domestic crude oil producers,to replace part of them through competition,to enhance competitiveness and became an influential crude oil production producer and provider with certain market share.In the product strategy,the company should focus on improving product’s quality(lower water content and less impurity),rising sales service level.In the pricing strategy,the company should integrate with the international price to achieve the domestic market price In the place strategy,the company shall enlarge local share of sales,cultivate key costumers and develop new users actively.In the promotion strategy,the company shall mainly popularize the better knowledge of Yuedong crude oil for users,utilize "Push" and "Pull" strategy to attract more buyers.In order to make these strategies into better implementation,there are further measures for marketing implementation and controlling in this paper such as controlling for crude oil product sale planning,controlling for marketing strategy adaptability,launching marketing performance evaluation and incentive,setting up marketing information supporting system,carrying out risk arrangement throughout selling operation process,strengthening customer relationship management,establishing a mechanism for customer care,improving the direct selling rate,enhancing the marketing service,maintaining a certain inventory capacity and enlarging oil tank capacity.