Retail Strategies of Companies Operating in the Gasoline Industry: The Case of EKO S.A.

Abstract

The gasoline industry is part of the broader energy sector and constitutes a vital driver of the global economy. This paper especially focuses on road fuel retail networks and gives an overview of their complex operational and strategic issues. In this context, related critical success factors, benefits and problems are discussed. The paper also investigates, through a case study, the retail strategies of the Greek leader (i.e. EKO S.A.), against the basic global trends in the road fuel retail sector. The reasons behind the adoption of specific strategies are also outlined, while making reference to all critical parameters in operations, legislation etc. By evaluating EKO’s retail strategies, we concluded that they largely stay in line with the basic trends followed by most gasoline companies operating worldwide. The continuous development of EKO’s Company Owned Management Operated (COMO) network and the promotion of non-fuel products and services on fuel stations, underline the company's commitment for sustainability and overall customer satisfaction. The strengths and areas for improvement for the company are also highlighted, taking into consideration the fierce economic recession that is currently engulfing Greece.

Keywords: Retail Strategies; Gasoline Industry; EKO S.A.; COMO network