Group 6Carl Abugan

Maynard CruzBryan Trinidad

Mary Antonette B. Viray

MICROMARKET ANALYSIS

• SHELL • PETRON

Shell

Background

• Global group energy and petrochemicals company

• Shell Philippines in 1914• One of the world’s major oil and gas

companies

ShellThe Location

Fort Taguig• Good traffic especially during peak hours (in and out

Makati CBD and located inside Fort)• Foot traffic is above average because of condos, office

buildings, construction and St Luke’s hospital• Also near restaurants and groceries• Near commercial establishments• Location affects Customers because mostly they are

working class people. On their way home they get to pass to Shell to gas up their cars

ShellThe Establishment

ShellThe Establishment

Level of ServiceAttentive but undermanned. They have 12

filling stations but only 4 attendants and 1 cashierSpeed of Service

SlowFacilities

there’s a small store and a rest room but the place is small

ShellThe Customers

Peoplemiddle aged (30-40)

Sexmostly males

Occupationworking class from Makati and Fort Areas

What do they order?Unleaded is the most ordered gasoline

How long they stay?Average transaction is about 5 minutes

ShellThe Customers

OccasionJust went there to gas up

Other relevant observable behavior*customers are patient, 3/5 people not only gas up but also have their vehicles *checked, cleaned, or wateredmostly use credit cards

PETRON

Background:• Largest oil refining company in the

Philippines• Supplying nearly 40% of the country’s oil

requirements• Over 1,400 service stations

Petron Kamias-Kalayaan branchThe Location

Address: Kamias Road corner Kalayaan Avenue Quezon City

• Located in the intersection of a street and avenue

• Road for Private / Public Utility vehicles • Class A - C are their primary target market

Petron Kamias-Kalayaan branchThe Establishment

No. of Gasoline Boys : 2 personnel (excluding the cashier)

CR Facilities : 2 (1 for men and 1 for women)Presence of Tire and Water Station :

YesOther Services Offered:

Cleaning of windshield and tire pressure checkOn-going promo:

Avengers Series

Petron Kamias-Kalayaan branchThe Establishment

Gasoline Price:Xtra Unleaded: php56.75Petron XCS: 57.50Blaze: 59.50

Petron Kamias-Kalayaan branchThe Customers

May 05, 2012 @ 2130H - 2200HPeoplemiddle aged (25-30)

Sexmostly males

Occupationdifferent class of people

What do they order?xtra Unleaded is the most ordered gasoline

How long they stay?Average transaction is about 10 minutes

Petron Kamias-Kalayaan branchThe Customers

May 05, 2012 @ 2130H - 2200HOccasion

Just went there to gas upOther relevant observable behavior

* most of the customer avail the service offered by the gasoline boy (tire pressure) * mostly used cash