Marketing Analysis Of PetroChina South Marketing Company

According to the promise of the entry into WTO, China opened the whole sales market of the crude oil and refined oil products on December 11th 2006. With the quickening step of economic globalization and the rising free market degree of the oil industry, the foreign famous brand oil companies will step forward to the market of China which is ranking at the No.2 oil consumption country in the world. Domestic sales enterprises are at the inferior position in terms of the management concepts and the core competition abilities. The enterprises are facing the market risk and the pressure resulted from internal mechanism and system transitions.As the sales company in South China of PetroChina (PCSC), PCSC is positioned in the market frontline. In order to deal with the fierce competitions from home and abroad, PCSC must be folly ready in the perfect company processes for both high competition capacity and profit-making ability, and ensuring the needs from the market or customers. The article embarks on company's actual situation, under the guidance of relevant modem marketing theories, points out the interior service weakness and the malpractice of the enterprise, and proposes the improvement method and the Countermeasures.This article, starting from PetroChina South China Marketing Company business introduction, recalls the company's establishment and the development, introduces the local market and the basic situations of sales network, then it introduces the Company's organizational framework, and the basic principles to set up the framework. the principles are the flat organization, the vertical management, the business specialization, the clear relations between power and responsibility, the high efficiency business operation. This kind of organization framework presents some advantages. The Company has gradually established the sales service unification regulation, the central-oriented logistics management, the flat organizations and agencies, the scientific management and business decision based on management information system, and the high efficiency modern marketing mechanism.After that, from the angle of customers, products and services, market capacity and market share etc., in virtue of Michael Porter's Five Forces Model, the article analyzes South China refined oil product market which belonged to the PetroChina South China Marketing Company, then it introduces the Company's target customers, to analyze the enterprise status in the market and the basic competition situation of South China refined oil product market.After detailed analysis of the external market environment, the article carries on the analysis compare to the Company's main competitor. By using the SWOT Analysis Model, it has determined the Company itself competitive advantage (strength), competition inferiority (weakness), possible opportunity (opportunity) and threat (threat), at the same time, the author carries on the competitive evaluation with the main competitor—SinoPec, through the following six aspects, the innovation ability, the productivity, the financial ability, the management ability, the marketing ability and the customer service ability. the result is that the PetroChina South Marketing Company locate disadvantage position on the following aspects: the gas station quantity, the sales volume, the retail sales quantity, the pipe line, the capacity of crude oil refinery, the management information system construction, the level of marketing management.Afterward, the article analyses the company's organization processes and goals, mainly focusing on the next hree aspects: the marketing target, the marketing system, the internal customer service flow. It also analyzes the relationship between the Marketing Department and the other functional departments, and gives the diagnosis and the analysis to the company marketing activity implementation.Through the above analysis, the article has pointed out the Company's basic marketing operation issues, and put forward relevant Countermeasures. The issues mainly manifests for the following five aspects: misunderstand the marketing concept, ignore the customer importance, lacks of sense of the crisis, Conflicts among the departments cause operation inefficiency, the unscientific achievements evaluation that has not been able to match the company strategy. In view of these five aspects issues, the author proposed the marketing improvement measures. Under the present market competition environment, the company's main method to increase profit or the competition ability depends on the improvement of internal management, the cost reduction, the enhancement sale quality and the improvement sale structure, the improvement of customer service. The detailed Countermeasures are as follows: the establishment of accurate marketing concept, the improvement of business process, the perfect marketing system, the elimination of conflicts among the different departments, the promotion of the management information system and its construction, the using of the Balanced Score Card to impetus the realization of company strategy.The article tightly close to the company business practice, applying mass data and the related modern marketing theories, analyzes the company marketing business. The research result has the certain practical significance to the marketing business development and advancement of the company.