Diversification strategy for oil companies: the Case of Convenience Stored Introduced by BP Tanzania Limited

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University of Dar es Salaam
The present work was prompted by the general observation of whether the strategy of establishing convenience stores at petrol stations achieved the intended objectives. The first objective of the study was to assess the impact of petrol convenience stores on the selling of fuel at petrol station and on the company in general. The second objective measured to what extent product assortment in petrol convenience stores meets the needs of customers. The third objective assessed the perception of customers of petrol stations with convenience stores. The last objective looked at how BP Tanzania promoted its petrol stations convenience stores for attracting customers. The methodologies used were through structured and non structured questionnaires and observation to motorists, the operators of convenience stores and BP Tanzania staff in the marketing department. Findings from the study revealed that convenience stores had contributed insignificant sales volume to the individual petrol stations and BP Tanzania itself. Customers perceived petrol convenience stores negatively due to high prices and product assortment not meeting needs of customers. The study also revealed most male customers were attracted to certain petrol stations due to convenience of location while female motorists considered security at petrol stations as an important factor. Recommendations to BP Tanzania for improving convenience stores performance includes revising product assortment tailored to meet the needs of target customers. Also the use of market research and promotion should be given high priority as it is not the case at present.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HD9696.T34M3 )
Petroleum industry and trade, Market surveys, BP Tanzania Ltd, Tanzania
Majigo, E.S (2006) Diversification strategy for oil companies: the Case of Convenience Stored Introduced by BP Tanzania Limited.Master dissertation, University of Dar es Salaam, Dar es Salaam.