Competitiveness in the Retail Fuel Market
An Empirical Study in a Family Business
DOI:
https://doi.org/10.29327/2384439.1.2-10Keywords:
Family Business, Fuel Retail, Retail StrategyAbstract
This paper presents scientific research with the general objective analyzing of competitive strategies and how these strategies can contribute to the increase of participation in the retail fuel market for a family business. With the specific objectives of identifying the current strategies of competition of the company, evaluate and characterize the new strategies used for the fuel retail, analyzing the participation of the family in the decision making. The empirical study was conducted in an organization of the sector, proposing a use of opportunities that generate market differentials for results above average for the organization facing the problems and advances faced in this area as the high development of electric vehicles or the great variation and oscillation of cost published regularly by the main distributors in the region. Using the qualitative methodology, the data were collected in the form of individual semi-structured interviews, which were applied and answered in the company. The results indicate that there is a need to improve existing offers, passing the centralization of the vehicle to the customer thus aiming of a long-term result. In addition to a strategic plan aimed at providing a useful and pleasant experience to customers and beyond quality fuels determining a higher result than the current one.
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