1. MICROMARKET ANALYSIS
• SHELL • PETRON

2. Shell
Background
• Global group energy and petrochemicals
company
• Shell Philippines in 1914
• One of the world’s major oil and gas
companies

3. Shell
The 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

4. Shell
The Establishment

5. Shell
The Establishment
Level of Service
Attentive but undermanned. They have 12
filling stations but only 4 attendants and 1
cashier
Speed of Service
Slow
Facilities
there’s a small store and a rest room but the
place is small

6. Shell
The Customers
People
middle aged (30-40)
Sex
mostly males
Occupation
working 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

7. Shell
The Customers
Occasion
Just 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 watered
mostly use credit cards

8. PETRON
Background:
• Largest oil refining company in the
Philippines
• Supplying nearly 40% of the country’s oil
requirements
• Over 1,400 service stations

9. Petron Kamias-Kalayaan branch
The 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

10. Petron Kamias-Kalayaan branch
The 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 :
Yes
Other Services Offered:
Cleaning of windshield and tire pressure check
On-going promo:
Avengers Series

11. Petron Kamias-Kalayaan branch
The Establishment
Gasoline Price:
Xtra Unleaded: php56.75
Petron XCS: 57.50
Blaze: 59.50

12. Petron Kamias-Kalayaan branch
The Customers
May 05, 2012 @ 2130H - 2200H
People
middle aged (25-30)
Sex
mostly males
Occupation
different class of people
What do they order?
xtra Unleaded is the most ordered gasoline
How long they stay?
Average transaction is about 10 minutes

13. Petron Kamias-Kalayaan branch
The Customers
May 05, 2012 @ 2130H - 2200H
Occasion
Just went there to gas up
Other relevant observable behavior
* most of the customer avail the service offered
by the gasoline boy (tire pressure)
* mostly used cash