Scholarly record
ASSORTMENT STRATEGY AS A DRIVER OF FUEL AND ENERGY COMPLEX COMPETITIVENESS
Abstract
Changes in market demand inevitably lead to changes in the assortment policy of oil companies. It is necessary to change the production capacity at the enterprise and the sales policy, demand profitable types of products that will be in demand among consumers. The competitive strategy of oil refining companies is currently largely determined by the drop in total global demand for dark oil products and the high rates of development of petrochemicals. The focus of the paper is on analysis and development of assortment strategy of an oil refinery in order to improve its competitiveness, taking into account the demand of consumers in the external market, the capabilities of the oil refinery, as well as the capabilities of the closest competitors. Based on market trends and demand in global markets for light refined products, and using strategic analysis and case study methods, the paper presents an analysis of the effectiveness of structural shifts in the product line towards more marginal products. On the example of an oil refining company, it has been proven that investing in a project for the construction of a methanol and derivatives production unit has high efficiency.
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References15
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