Marketing strategies of Caltex oil (Uganda) Limited
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Date
2006-02
Authors
Journal Title
Journal ISSN
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Publisher
Kampala International University, College of Economics and Management
Abstract
The general objective of this study was to investigate the marketing strategies adopted by
Caltex Company to effect its operations. Specifically, the study aimed to find out the
marketing strategies of Caltex Company; to examine the marketing policies of Caltex
Company with a view to recommending how it could effectively tap on potential
oppmtunities to strengthen its market share and to investigate customer's attitude towards
service provided by Caltex.
The study used a descriptive study design. Purposive sampling was used to select 15 staff
from Caltex. Convenient sampling was used to select 35 customers. Thus, the sample size
was 50. The data collected was analysed using frequencies and percentages, which were
presented using graphs and tables.
Premium product is the most competitive fuel product for Caltex. Regarding the diesel
and oil products, Havoline (gear oil) is the most competitive. Type and number of
vehicles was the most explanatory factor for some of the products doing better than others
on the market. It was established that the amount allocated as expenditure on Caltex's
marketing drive was adequate. The most used advertisement media by the company was
mainly billboards. It was found that advertising and product branding were most factors
that made Caltex's products better than products of competitors. There are more
customers from within Kampala than from without. This has implications to Caltex (U)
Ltd. There are more customers serviced by Shell (U) Ltd followed by those serviced by
Total (U) Ltd, Caltex (U) Ltd, Petro and Kobil. The major reason why most customers
fuel at the same station was superior quality products. Most customers service their
vehicle at Shell (U) Ltd. Following this category, are those serviced by Total (U) Ltd,
Vlll
Caltex (U) Ltd, Petro and Kobil. The major reason for customers servicing at the Caltex
service station was superior quality products. Customers have a positive/good attitude
towards service provided by Caltex.
lt is recommended that Caltex (U) Ltd should first consider the type and number of
vehicles in a region to determine the products it puts emphasis on while designing the
marketing strategy. Caltex (U) Ltd should not rely mainly on advertising and product
branding for marketing its products in order to out compete its competitors but enhancing
the company reputation, offering sales services and customer support, promotion, on-time
delivery, quality control, marketing research, use of new marketing methods, good
customer care and control distribution channels. Caltex (U) Ltd should try harder to
increase its market share given that it trails Shell and Total in the industry.
Description
A research dissertation presented in partial fulfilment for the award of a Degree in Bachelor of International Business Administration to the school of business and management Kampala International University
february 2006
Keywords
Business administration, Marketing strategies, Caltex oil (Uganda) Limited