Marketing Plan for Petronas Dagangan

Contents

1 Summary 1

2 Problem statement 2

2.1 Primary Problem 2

2.2 Secondary Problem 3

3 Analysis 4

3.1 Market Geographic 4

3.2 Market Needs 6

3.3 Market Trends 6

3.4 Market Growth 7

3.5 SWOT Analysis 7

4 Strategic Alternative 7

4.1 Alternative 1: Continue investment in Research and Development (R&D) 7

4.2 Alternative 2: Global entrance strategy 8

4.3 Alternative 3: Expand their distribution channel 8

4.4 Alternatives 4: Promotion and advertising 8

5 Recommendation 9

6 Plan of Action 10

6.1 Short Term Planning 10

6.2 Long Term Planning 11

7 Contingency Plan 12

7.1 Improve the stations service 12

7.2 Concentrate on another continent 12

7.3 Invest in new industry 12

1 Summary

Petronas Dagangan Berhad (PDB) was incorporated in 1982 and listed on the main board of bursa Malaysia in 1994; it’s the principal domestic marketing arm of Petroliam Nasional Berhad and Malaysia retailer and marketer of downstream oil and gas product. The company engages in undertaking the planning and market research activities for the Petroliam Nasional Company. PDB is engaged in marketing a range of petroleum products such as aviation fuel, motor gasoline, kerosene, fuel oil, diesel, lubricants, bunker fuel, liquefied petroleum gas (LPG) and asphalt in Malaysia.

The company operates in four principal business areas such as Retail, Commercial, LPG and Lubricant. The company markets its products directly to customers and also through its network of service stations, LPG dealers and industrial dealers. The products marketed by the company serves a wide range of customers including motorists, households, airlines, and shipping lines. PDB is headquartered in Kuala Lumpur; Malaysia. PDB is involved in the distribution and sales of finished products, thereby providing superior products and services in its four core businesses of retail, commercial, liquefied petroleum Gas (LPG) and lubricants. The company invests in R&D to upgrade and ensure continuous offer of internationally high quality product leader in the commercial