Marketing Strategies/Organisation
Introduction
The modern day service station radically differs from the petrol station of generations ago. Whereby in the past the primary function of a petrol station was simply to provide petroleum to customers this has been expanded to meet the changing needs of consumers, providing convenience items in addition to service (Azimont & Araujo, 2009). In attending to these changing needs a range of marketing tools known as the marketing mix must be utilised appropriately to guide businesses into a profitable organisation. These elements are often referred to as the four P’s; product, price, promotion and place and all work together to satisfy customer needs (Solomon, Hughes, Chitty, Fripp, Marshall & Stuart, 2011). In regards to petrol stations the product is a combination of many different elements, outlined below, which are all central to the feasibility of the company’s success (Solomon et al., 2011). The price of goods and services provided by petrol stations must be achievable by consumers whereas promotional aspects and availability and placement of the product must positively influence consumer purchasing (Soloman et al., 2011).
Marketing Mix:
Marketing mix elements are designed specifically to address consumer’s needs and demands (Rosenbloom & Dimitrova, 2011). It has been identified that the two main types of consumers of petrol stations are; professionals whom access petrol stations as a form of convenience within their daily routine, and those professionals whom must access petrol stations to meet the needs of their job such as truck drivers (Azimont & Araujo, 2009). It is evident that both types of consumers have differing needs that must be fulfilled by the marketing mix elements of a petrol station. Research shows that these consumers’ needs range from having access to facilities such as toilets, services such as ATM’s and WIFI and convenience food that has been pre prepared such as sandwiches and beverages (Azimont
The modern day service station radically differs from the petrol station of generations ago. Whereby in the past the primary function of a petrol station was simply to provide petroleum to customers this has been expanded to meet the changing needs of consumers, providing convenience items in addition to service (Azimont & Araujo, 2009). In attending to these changing needs a range of marketing tools known as the marketing mix must be utilised appropriately to guide businesses into a profitable organisation. These elements are often referred to as the four P’s; product, price, promotion and place and all work together to satisfy customer needs (Solomon, Hughes, Chitty, Fripp, Marshall & Stuart, 2011). In regards to petrol stations the product is a combination of many different elements, outlined below, which are all central to the feasibility of the company’s success (Solomon et al., 2011). The price of goods and services provided by petrol stations must be achievable by consumers whereas promotional aspects and availability and placement of the product must positively influence consumer purchasing (Soloman et al., 2011).
Marketing Mix:
Marketing mix elements are designed specifically to address consumer’s needs and demands (Rosenbloom & Dimitrova, 2011). It has been identified that the two main types of consumers of petrol stations are; professionals whom access petrol stations as a form of convenience within their daily routine, and those professionals whom must access petrol stations to meet the needs of their job such as truck drivers (Azimont & Araujo, 2009). It is evident that both types of consumers have differing needs that must be fulfilled by the marketing mix elements of a petrol station. Research shows that these consumers’ needs range from having access to facilities such as toilets, services such as ATM’s and WIFI and convenience food that has been pre prepared such as sandwiches and beverages (Azimont
References: 7-eleven Stores Pty. Ltd 2012, 7-eleven Australia, Mount Waverley, Victoria, viewed 24 September 2012, <http://www.7eleven.com.au/>. Azimont F & Araujo L 2009, ‘The making of a petrol station and the “on-the-move consumer”:classification devices and the shaping of markets’, Industrial Marketing Management, Vol. 39, no.6, pp.1010-1019. Commonwealth of Australia 2012, Australian Competition and Consumer Commission, Melbourne Central, Melbourne, Victoria, viewed 24 September 2012, <http://www.accc.gov.au/content/index.phtml/itemId/280309>. Helgensen O, Havold, J & Nesset E 2010, ‘Impacts of store and chain images on the ‘quality- satisfaction-loyalty process in petrol retailing’, Journal of Retailing and Consumer Services, Vol. 17, no. 2, pp.109-118. Rosenbloom B & Dimitrova B 2011, ‘The marketing mix paradigm and the Dixonian systems perspective of marketing’, Journal of Historical Research in Marketing, Vol. 3, no. 1, pp. 53- 66. Solomon, Hughes, Chitty, Fripp & Stuart 2011, Marketing 2 Real people, real choices. 2nd edition, Pearson Education Australia, NSW.