BPCL's Petrol Pump Retail Revolution |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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"We have always been a proactive company and envisaged that in the future, with decontrol, it is going to be important how the retail outlet looks and the kind of facilities it offers." - A BPCL spokesperson, in 2000. The Pioneer
BPCL's pioneering efforts in creating brand awareness for its products were thus a welcome change. Till the mid 1990s, a typical petrol pump owner seldom interacted with the oil company whose franchise he held.
1] Before deregulation, only PSUs could carry on the oil business in India. However, after April, 2002, the oil industry would be fully decontrolled and the market would be open for anybody to set up a network of retail outlets. Instead of adhering to a basic, pre-determined price, companies would be free to sell at their own prices. The restrictions on the number of outlets would also be removed and the PSUs would have to deal with global majors such as Exxon and BP. |
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