6. M/S of 4 major refueling market player is almost fixed.
7.
8. On average, 4.6 people per 1,000 will get the car for next three years.
9. The entire market size of refueling industry is not changed for last 5 years.Market size change of last 5 years A number of car per 1,000 people in China We decide to enter China refueling market
11. KSF of refueling market in china Common KSF of refueling industry and government regulation are the KSF in China market How to find KSF in China Environment Way to find KSF + + General KSFof refueling market Regulationof China government KSF of refueling market in china Specific factor in China To start gas station business, foreign company should gain the China government’s approval.(quarter regualtion) When foreign companies establish the company in china, shares of foreign companies must be under 49%.
12. Fitness analysis between KSF and R&C Because R&Cs in China market are not satisfied the KSF of refueling industry, we need to have differentiations compared to other companies KSF and R&C in China market Satisfaction Index R&C Analysis Required R&C Competitive advantage Exxon Mobile Capacity of establishing channel Shell Standard : a number of gas station in China Total BP Exxon Mobile Capacity of networking with oil country Shell Standard : Oil Spot / Location of oil refinery factory Total BP Exxon Mobile Shell Operating Capacity Total Standard : Brand awareness. BP Exxon Mobile Standard : Additional Service that company can provide.. Shell Operating Capacity Total BP Exxon Mobile Standard : a shares of company comparing to China national enterprise Capacity of make good relationship with China government Shell Total BP Even though SK Networks is not satisfied KSF, so we need to have differentiations to success in the future
34. His name is Ji-Hoon who often use car rental shop because of business trip.
35. He Arrive at Simyang. Ji- hoon come by Speed Mate. And he makes a contract on 4-passenger car during a week. They give him a point card which can use at SK gas station and car service center. for a week. Whenever Ji-hoon refuels for a week , he goes to SK Gas Station because of point card.
36. Example of gas station customer a She is career woman. Every day she go to work by her car. Almost every week she goes to refuel at SK Gas station. There is Speed Mate, car service center, on the side of gas station. And she always saw speed mate every time she stops by gas station. One day, her car broke down . But she has a SK Point card so she doesn’t worry about it. Because she accumulate her point by refueling, she is able to fix her car for free.
108. Synergy with SK Energy- SK Energy’s oil refinery factory which built in China can be a bridgehead to east Asia market
109.
110.
111. Industry Report of China Oil Refueling Industry, 2009, Kotra Appendix KSF and R&C in China market(Accessibility)* To assess the accessibility, as market is not saturated yet, rather a number of gas station than location is more effective index. Interms of accessibility, all the competitors except Total get more accessibility than SKN.
112. Appendix KSF and R&C in China market To assess the competitive advantage of price, we analysis cost structure of each company. Among cost structure, relationship with oil country and a number of refinery factory which located in China is the most important factors. A number of oil spot that each company invests is smallest of all. However, SKN also has one refinery factory in China
113. Appendix KSF and R&C in China market In Promotion, as China’s refueling market is not mature yet, we give the most emphasis to brand awareness. Enterance year of SKN is latest of all.
114. “China’s gas station competition landscape”, www.opinet.com, newspapet script Appendix KSF and R&C in China market Service consists of welcoming sevice, additional gift, and car cleaning service. In fact, there are no quality difference in quality. All the player provide basic service.
115. Appendix KSF and R&C in China market As shares of company affect the strategy that company trying to excute, to get the independence of business, shares of company is really important. First foreign refueling company who get the 100% shares in China
