2. 2536 PM Prem’s Administration transferred military-owned oil refinery business (Bangchak) once managed by Panama’s company to the hands of Thais 1 April BCP established Went public The Bangchak Petroleum Pcl. ปี 2538 2540 2546 2548 2528 New refinery unit (REBUILT) capable of 120,000 barrels/day built Owned more than 1,000 stations, 500 of which are community stations Marketing activities for social benefits Adopted PQI system & aimed for leader in alternative energy
4. Business Lines MARKETING BUSINESS (60%) REFINERY BUSINESS (100%) INDUSTRIAL MARKETING 1,149 Service Station ( Include CO-OP 544 station) RETAIL MARKETING Wholesale C ustomers (10%) Hydroskimming Refinery 120 KBD + PTT Plc. (30%)
5. Revenue Structure Oil’s Products Non - Oil’s Products 92% 8% Retail Customer (Service Stations) PTT Plc. Industrial Customers Wholesale C ustomers
6.
7. MACRO ANALYSIS S ocial : Awareness in environmental concern, clean energy and safety P E L T olitical : Government s upport and o il p rice control policy conomics : Fluctuating oil price & exchange rate Inflation rate, interest rate and CPI GDP and auto industry’s growth rate egal : Safety and environment-related laws Gas station business-related laws echnology : Technology advancement in alternative energy Technology advancement in auto industry
8. INDUSTRY ANALYSIS Internal Rivalry : One-Stop Service Location Promotion & Ads. Substitute Goods NGVs, BioFuel ,Mass Transit ,Other Natural Energy Suppliers Limited Source of Ethanol & Crude Oil Customers Customers’ Mindset Barrier of New Entry Large Amount of Capital HIGH HIGH Moderate HIGH Moderate
17. ML Quantity of Gasohol sold 2547 2546 2548 Gasohol Sale Vol. 2 ML 39 ML 242 ML 1209 664 545 39 170 77 17 203 Total 2,935 The Bangchak Petroleum Plc. Number of stations selling Gasohol Service stations and sales ที่มา : กรมธุรกิจพลังงาน
19. Market Growth rate High Relative Share High Gasohol Benzene Diesel Bio-diesel Mini-mart/non-oil Boston Consultant Group: BCG o Cash cow : Maintain & Rebranding o Star : Upgrading & Rebranding Growth strategies o Question mark : New marketing concept o Dog : Diversify / Divestment Relative Share Low Market Growth rate Low
20. STP strategy: Market Segmentation 18 – 25 year : Young Driver Segmentation by age 26 – 35 year : Mature Driver 36 – 45 year : Middle - aged Driver 46 year up : Senior Driver
21.
22. Customer Satisfaction Level: High Service level: high Service level: low Customer Satisfaction Level: High ที่มา บริษัท เอคอร์น มาร์เก็ตติ้ง แอนด์ รีเสิร์ช คอนซัลแทนส์ จำกัด STP strategy: Market Positioning "Goal" "Current"
23. VISION To become a leading Thai company specializing in energy exploitation that generates sustainable profit in long run, while maintains concern for environment and society by our professional management, good governance and highly capable human resource. MISSION To become the leader of substitute energy
24.
25.
26. Action plan Improve Gasohol 91,95 by changing their a dditive s Oil quality improvement Improve Biodiesel B5 Improve Biodiesel B100
27.
28. Action Plan Part of Repositioning strategy, focusing on stations inbound and suburb Renovate the atmosphere of stations “ Garden Station ” Project
29.
30.
31.
32. “ Bangchak Boy ” Project Action Plan 1. Reposition brand emphasizing continuous development and more intimate customer relation 2. Present 3 key messages about Bangchak which are…
33. “ Bangchak Boy ” Project Action Plan “ Thai-owned ” “ Environmental concern ” “ quality oil and service ”
34. “ Bangchak Boy ” Project Action Plan เรื่องเล่าเช้านี้ , ถึงลูกถึงคน , ชิงร้อยชิงล้าน , เจาะใจ , itv hotnews Green Wave, จส 100 , EZ FM ไทยรัฐ Pantip.com
35. “ Bangchak Boy ” Project Action Plan Increase visibility by hanging “ Bangchak Boy” balloon
36. “ One Park from Home ” Project Action Plan Apply the concept of Wal-mart Neighborhood Market to “ Baichak ” convenience store, aiming for value-added
37. “ One Park from Home ” Project Action Plan BCP becomes customers’ “One Park from Home”, saving time for further shopping at supermarkets
38. Action Plan Green Wave, จส 100 , EZ FM “ One Park from Home ” Project เรื่องเล่าเช้านี้ , ถึงลูกถึงคน , ชิงร้อยชิงล้าน , เจาะใจ , itv hotnews
