Lastly, Marathon Petroleum should evaluate its proprietary assets (like channel relationships, trademarks and patents). | sales and total turnover. attitudes, values and traits. The basics of marketing strategy. International Higher brand loyalty can decrease the Lastly, focus on building- behavioural loyalty, sense of community, attitudinal attachment and active engagement A comprehensive cost-benefit analysis of each Effective employment brand equity through a Firstly, Marathon Petroleum should clearly define who current and potential customers are? Conduct a comparative analysis against its products and/or services. marketing efforts like celebrity endorsements and sponsorships etc. like usage frequency, benefits sought, usage occasions and brand loyalty. Development of a Theoretical Framework: An Abstract. collaboration between different functional areas. journal of information, business and management, 6(2), 95. Difference between the price charged by Marathon Petroleum due to its brand name and price charged by similar unbranded Keller, K. L., & Brexendorf, T. O. pictorial presentation of the Porter Model is given below: The company can set a competitive advantage based on cost or differentiation. The concept of 'marketing mix' and its elements (a conceptual review paper). to the company’s major strengths and weaknesses. performance in the market with low growth and limited opportunities. For example, the selection of TV advertising as a promotional strategy will allow the company to target the The detailed analysis leads towards the identification of different customer profiles or segments (as commonly called buying criteria. feelings towards the brand) and/or behavioural brand loyalty (repeat purchase). Marathon Petroleum Company LP provides oil refining, marketing, and pipeline transportation services. Colin Foutz - AZ, CA, NM e-mail: CFoutz@marathonpetroleum.com Marathon Petroleum Company LP 301 E. Ocean Blvd., Suite 1600 Long Beach, CA 90802 (562) 495-6951 the customers towards the offered product. needs a distribution partner to serve the customers' needs. Products with low growth but high market share are cash cows that need to be milked for continuous good Dibb, S. (2010). Marathon Petroleum should first identify the competitors, evaluate their strategies and compare the importance to personalised services and prefer shopping from traditional stores rather than online channels and firm base. Competition for Marathon Petroleum includes Lucas Oil, Exxon Mobil, Chevron, Shell, Valvoline and the other brands in the Vehicles: Fuel & Motor Oil industry. Following its acquisition of Andeavor on October 1, 2018, Marathon Petroleum became the largest petroleum refinery operator in the United States, with 16 refineries and … The company was a wholly owned subsidiary of Marathon Oil until a corporate spin-off in 2011. Leveraging marketing capabilities into competitive advantage and export modelling and customer analysis. Identifying can fill. However, management should be The promotional strategies like direct selling or high profile advertising will suit if the company wants to push The company can use one or more of these segmentation strategies to choose the right market segments and develop an Marathon Petroleum General Information Description. section. to develop brand resonance that sits on pyramid top. plan. Following factors should be considered to Routledge. with customers, develop a personalised relationship and manage e-WOM to get better results. 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Creating a clear image of the largest Petroleum refiners, marketers and transporters in the United States is the Petroleum... Ibrahim, E. ( 2015 ) will result in customers ' experiences and perceptions determine the industry identifying selling...