Comparative study between the US and the Colombian market regarding commercialization of gasoline at the retail market

Abstract

<p>The purpose of this study is to compare the U.S. and Colombian gasoline retail market and propose marketing strategies to increase revenue by boosting sales volume and offering excellent service, based on the new Colombian market conditions. This is an appeal to conduct similar studies in Latin America due to the similar market conditions of other countries compared with Colombia. The first step of this study was to conduct detailed research in Colombia and the U.S. to determine the gasoline retail market conditions. By identifying the existing gap between Colombia and U.S. gasoline markets, this study approaches those marketing strategies which could match the Colombian market to enhance the profitability of oil companies in Colombia. An action plan is recommended to accomplish this objective.</p>

<p>Of course, there is a big gap between the American and Colombian market-the U.S. is a developed country, whereas Colombia is a country with a developmental delay. However, this developmental delay represents an opportunity to improve marketing strategies in a sector which involves a lot of assets, such as the gasoline retail industry. The finding proves that there are a lot of marketing strategies to develop at the gasoline retail market to offer a better service to the Colombian customer. Colombian companies have not shown an outstanding marketing strategy, beyond location, to satisfy the customer. However, the latest service approaches in Colombian give hope that a tremendous change is coming from the oil companies to differentiate their brand names from those of their competitors.</p>