petroleum home assignment outline

5/25/2018 Petroleum Home Assignment Outline

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Executive SummaryBrief Description Of The Product(Sales figures, strategic and companywide goals)Situation Analysis

- Company Analysiso Long and Short-Term Company-wide goals.o The focus of your company (should fall directly in line with your mission and vision

statements).

o Analysis of the culture of your company (is your company a fast-paced shark tank, or alaid-back ping-pong table environment?).

o Strengths of your company.o Weaknesses of your company.o Your companys estimated market share.

HPCL accounts for about 20% of the market share and about 10% of the nation's refining capacity with

two coastal refineries, one at Mumbai (West Coast) having a capacity of 6.5 Million Metric Tonnes PerAnnum (MMTPA) and the other in Vishakapatnam (East Coast) with a capacity of 8.3 MMTPA. HPCL also

holds an equity stake of 16.95% in Mangalore Refinery & Petrochemicals Limited (MRPL), a state-of-the-

art refinery at Mangalore with a capacity of 9 MMTPA. In addition, HPCL, in collaboration with M/s Mittal

Energy Investment Pte.Ltd. has set up a 9 MMTPA refinery at Bathinda, in the state of Punjab, as a Joint

venture.

- Customer Analysiso Long and Short-Term Company-wide goals.o The focus of your company (should fall directly in line with your mission and vision

statements).

oAnalysis of the culture of your company (is your company a fast-paced shark tank, or alaid-back ping-pong table environment?).


- Competitor Analysiso Long and Short-Term Company-wide goals.o The focus of your company (should fall directly in line with your mission and vision

statements).

o Analysis of the culture of your company (is your company a fast-paced shark tank, or alaid-back ping-pong table environment?).


- Collaboratorso Subsidiaries, joint ventures, distributors, suppliers, etc.

- Climate (PEST)o Political and legal environment (are there any specific regulations or laws governing your

products?).


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o Economic environment.o Social and cultural environment.o Technological environment (are cutting-edge techs integral to your products? are there

any projected updates?).

- SWOT Analysis

Market Segmentation

Each market has its own different segments. Understanding the relevant segments for yourproduct(s) in your market is important, for they allow you to adjust your marketing mix (the

Four Ps discussed lower) to better adapt to the different needs of each segment.

Segments should be measurable, accessible, different from other segments in response to amarketing mix, durable (not constantly changing), substantially large enough to produce a profit,

and homogeneous.

Inside your marketing plan, listing your segments should follow a clear and predictable form, likethe one listed below:

Name of the Segment:o Description.o Percent of your overall sales this segment accounts for.o What, exactly, this segment wants and needs.o How this segment uses your product.o What sort of support this segment needs.o The best ways to advertise to and communicate with this segment.o The price sensitivity of this segment (are they largely price elastic or price inelastic?).o Repeat this until you feel that you have identified all of your major segments.

Selected Marketing Strategy

Producto Branding/Brand Name.o Intended quality of the product (is it a $1 plastic toy firetruck, or a $30 metal one with

real flashing lights and a siren?).

o Scope of the product line.o Warranty.o Packaging.

Priceo List price.o Discounts.o Bundling.o Payment terms.o Leasing options (if applicable).

Place (Distribution)o Distribution channels (do you sell this product yourself, ship it to retailers or warehouses,

etc).


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o Channel Motivations (what sort of margins should your distributors expect, ifapplicable?).

o Criteria for evaluating your distributors.o Locations.o Logistics and Supply Chain.

Promotiono Advertising (what types? how much of each type? what type of advertising channels

TV, print, internet, etc.do you plan to use?).

o Public Relations.o Promotional programs.o Budget, including your break-even point.o Projected results of this promotional program (impact to customer loyalty, new customer

acquisition, etc.).

Short Long Term ProjectsConclusion

petroleum home assignment outline

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