##plugins.themes.bootstrap3.article.main##

  •   Musa Manneh

Abstract

The downstream petroleum sector is a key contributor to the Gambian economy with the absence of upstream petroleum exploration. The growth of the industry is highly dependent on ensuring that imported refinery petroleum products are distributed consistently and timely to consumers through an effective and efficient supply chain system as well as adopting innovative marketing programs. This is the ideal situation yearned for by stakeholders of the sector. To this effect, this research aims to explore the perspectives of retail petroleum marketing as well as challenges of petroleum import, storage and sales in the Gambia’s downstream petroleum sector. A qualitative method was adopted for the study through in-depth interviews in a semi-questionnaire format. The study discovered that OMCs downstream marketing strategies, programs and activities shifted from undifferentiated commodity imported refinery products marketing (old/previous marketing scenario) to branded value added services differentiated petroleum products (present marketing scenario) marketing owing to increase in both downstream energy market liberalization and market competition. The study also revealed that industry players face many challenges ranging from inadequate legislation, government interference, limited fuel terminal tanks, supply chain and other operational difficulties, high import duties and lack of subsidy on imported petroleum products. The study recommends that OMCs should develop and implement marketing strategies, programs and activities in line with product differentiation, branding and value added services. This research equally recommend that the stakeholders in the industry should work on the amendments of downstream petroleum legislation, expand the fuel terminal tank storage facility, adopt and enforce national downstream petroleum quality standard in the daily operations and work towards realizing full deregulation in the sector.   

Keywords: Downstream Petroleum Sector, Oil Marketing Companies, Marketing scenarios, The Gambia

References

R. Amponsah, & F.K. Opei (2017). Ghana’s downstream petroleum sector: An assessment of key supply chain challenges and prospects for growth. International Journal of Management and Business Studies: ISSN 2167-0439 Vol. 7 (3), pp. 441-448, March, 2017.

H.I Ansoff (1987). The Emerging Paradigm of Strategic Behavior. Strategic Management Journal, 8, 501-515.

K. Balasubramanian (2010). Retrieved from Infosys: http://www.infosys.com/supply-chain/white-papers/Documents/SCM-oil-downstream-distribution.pdf

C.M. Chima (2007). Supply Chain Management Issues in the Oil and Gas Industry. J. Bus. Econ. Res., 27-36.

A. Dugar.(2007). Marketing of petrol in India – transformation of an undifferentiated low involvement commodity into high involvement brands. Innovative Marketing, Volume 3, Issue 4, 2007.

H.S. Dutsenwai, A. Abdullah., A.B.S Jamak Abdul, A. M. Noor (2015). Factors influencing customer loyalty in Malaysian petrol stations: moderating effect location. Journal of Scientific Research and Development, 2 (12) 2015, Pages: 56-63.

Energy Data. (2018). Gambia. Retrieved from http://gambia.opendataforafrica. org/cxoxwg/global-energy statistics. Accessed 5 Dec 2018.

H. Gruenspecht, (2011). International Energy Outlook. Retrieved from U.S. Energy

J.K. Kakunu (2012). Determinants of Consumer Preference in Choice of Petroleum Service Outlets in Nairobi, (2012). MBA Project, University of Nairobi. http://erepository.uonbi.ac.ke/handle/11295/13610. Accessed on: 12 November 2018.

G. Lewin (2003). Managing the Downstream Oil Supply Chain: A Customer- led Strategy. World Energy, 22-25.

M. Manneh & S.M.R. Shams (2019). Energy Business in Gambia: An Industry Review for Theoretical and Practical Implications. The Synergy of Business Theory and Practice, Palgrave Studies in Cross-disciplinary Business Research, https://doi.org/10.1007/978-3-030-17523-8_6

M. Manneh., M. Kozhevnikov & T. Chazova, (2020). Determinants of Consumer Preference for Petrol Consumption: The Case of Petrol Retail in the Gambia. International Journal of Energy Production and Management, (Forthcoming). Published in Ahead of Print.

G. Ministry of Energy (2016). Energy Sector Report. Banjul.

G. Ministry of Energy. (2018). The Gambia Energy Balance Report. Banjul.

G. Ministry of Finance and Economic Affairs (2017). National Development Plan. Banjul.

G. Ministry of Trade, Employment and Regional Integration (2018). Country Briefing Paper. Banjul.

A. Parasuraman, V.A. Zeithaml, and L.L. Berry (1985). “A Conceptual Model of Service Quality and its Implications for Future Research”. Journal of Marketing. 49:41-50.

Public Utility and Regulatory Authority. (n.d.). Retrieved from www. pura.gm. Accessed 12 Aug 2018.

N. Shah (2007). Critically analyze the customer preference and satisfaction. London, UK: McMillan.

World Bank. (2017). The Gambia Economic Outlook 2016. Retrieved from https:// www.worldbank.org/en/country/gambia/overview. Accessed 15 Nov 2018.

Downloads

Download data is not yet available.

##plugins.themes.bootstrap3.article.details##

How to Cite
Manneh, M. (2020). Retail Marketing Of Imported Petroleum Products: Evidence From The Downstream Petroleum Sector Of The Gambia. European Journal of Business and Management Research, 5(4). https://doi.org/10.24018/ejbmr.2020.5.4.365