Petrol Stations Network Development: PetroWars, PetroDesign and PetroNet - Internation training programme 25 - 26 June 2008, Moscow, Russia

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Petrol Stations Network Development: PetroWars, PetroDesign and PetroNet

 International Training Programme

25 - 26 June, 2008, Moscow, Russia

Running a petrol station network in the face of competition and increasingly demanding customers is by no means easy!

There are many considerations including

• how many petrol stations do I need
• how many can I afford
• where should they be located
• what is the best pump layout for them
• who should operate them
• should I spend money on advertising and what about using sales promotions

On top of that pricing decisions must be made – are my prices too high or indeed are they too low? What is the best price for me?

Having the skills necessary to run this business can add millions of dollars to your profits. Vostock Capital is pleased to invite you to take part in the international training programme "Petrol Stations Network Development: PetroWars, PetroDesign and PetroNet" which will take place on the 25 - 26 of June 2008 in Moscow at Marriott Royal Aurora Hotel.

Lecturer Marcel Cohen

After more than 20 years in industry, mostly with blue chip companies - including Shell, Hoechst and British Steel, Marcel joined the Business School at Imperial College where he worked for some 15 years. Whilst there as well as being involved in academic research, he was a director of its Executive MBA programme and taught Marketing Strategy on all of its MBA programmes. Marcel now retired from academic life and concentrating on a number of key activities. These include the running of the Distance Learning MBA for Imperial College, offering Petrol Marketing Advice to Oil Companies throughout the world (more recently in Eastern Europe) and offering Price Competition advice to industries outside the Oil Sector. The main pre-occupation however is offering Management Development programmes for Multi-National Companies in the field of Marketing and related areas.

This programme is designed to address all of these issues in a unique and interesting way. Our speaker Marcel Cohen has designed a series of exercises and games to support his lectures. So you will have lots of fun and you will learn a lot at the same time.

DAY I: 25 June, 2008

8:45 Registration. Coffee

9:00 – 9:40 Session I. Introduction to the petrol business

• What are we selling – petrol, travel or functionality?
• The joys of motoring? Or is it a distress purchase?
• Product Focus Vs Customer Focus?
• Solutions looking for problems?

 9:40 – 10:30 Session II

• Meet the Motorist
• Cynicism (Are oil company accusations true? - Profiteering, manipulation, fleecing)
• Problems on the Forecourt (Layout, Pumps, payment, signalisation, Egress)
• Asymmetry of cars – Right hand and Left hand petrol caps
• The Petrol Gauge Experience – a psychological analysis of motorists
• Forecourt Ideals

10:30 - 11:00 Coffee-break

11:00 – 13:00 Session III. Site Networks using Petro-Net

• Benefits of Networks
• Site Valuation using the NPV approach
• Finding suitable Locations and bidding for them – using the Petro-Net game (Each team is given a sum of money with which to go shopping for petrol stations! – sometimes an auction has to take place!)
• Operator considerations – who runs the petrol station
• Service on petrol stations

13:00 - 14:00 Lunch

14:00 – 15:45 Session IV. Petrol Station Designs and Functionality using Petro-D

Using the Petro-D game (each team is given a board, pumps, cars and egg timers – they must come up with an efficient design!) Performance derived from Computer Simulated designs are presented

15:45 – 16:15 Coffee-break

16:15 – 18:00 Session V. Sales Promotion and Advertising – the Petro-Com session

• Sales promotions and advertising
• Technical understanding of these marketing tools
• Use of these in the Petrol Industry
• Exercise in devising Brand names and tag lines

DAY II: 26 June, 2008

9:00 – 9:10 Coffee

9:10 – 10:30 Session VI. Pricing

• Pricing Theory and Petrol Peculiarities
• An exercise in pricing
• The tabular approach, graphical approach and formula approach
• The leverage effect (peculiar to petrol) – understanding this phenomenon will explain why petrol markets behave in the way they do.

10:30 – 11:00 Coffee-break

11:00 – 13:00 Session VII. PetroWars

PetroWars – a game that simulates a typical western petrol market. Players/competitors are allocated with the number of petrol stations they purchased in the Petro-Net game (previous day) and their chosen design established in Petro-Design (previous day) is assumed. Their performance in the PetroWars game is further conditioned by the tag line and brand name they chose during the PetroCom session (previous day). The competitors decide on prices, advertising and promotion. They can also buy from or sell to others petrol stations. Each company must maximise its value within 7 periods of play!

13:00 – 14:30 Long lunch

14:30 – 16:30 Session VIII. Debrief from PetroWars

Whilst it is fun to play PetroWars, the true value of the game is an analysis of who did what and why. Some interesting lessons will emerge!

Please note that the organizer has a right to change the timing and the content of the Programme.

Glossary

Petrol is a petroleum-derived liquid mixture consisting mostly of aliphatic hydrocarbons and enhanced with aromatic hydrocarbons toluene, benzene or iso-octane to increase octane ratings, primarily used as fuel in internal combustion engines. It is colourless and highly volatile.

A petrol station, gas station is a facility which sells fuel and lubricants for motor vehicles.

The most common fuels sold are gasoline (petrol) or diesel fuel. Some stations carry specialty fuels, such as liquified petroleum gas (LPG), compressed natural gas (CNG), hydrogen, biodiesel, ethanol, or kerosene. In recent times, petrol stations have also begun to sell butane and have added shops to their primary business; convenience stores are now a familiar sight alongside pumps.

The term "gas station" is mostly used in the United States and Canada, where petrol is known as "gas" or "gasoline". Elsewhere in the English-speaking world, the form "petrol station" or "petrol pump" are used.

Petrol pump - a device usually located at a petrol station for delivering fuel to a vehicle