compare them. Out of the breakup three strong companies survived: Exxon, Mobil and Chevron and one company who bought many Standard Oil companies to reach the U.S. market BP/Amoco.Exxon stayed competitive by entering new markets around the country. They started out in the northeast and merged with other former Standard Oils to reach to the south. To stay competitive against Chevron in the west and Mobil in the east Exxon marketed their brand. They created the tiger mascot to improve their identity. They also had superior products to those of their competition. They developed a cheaper more reliant gasoline they became the quickest growing company out of the industry. Chevron could do little to catch up. Chevron stayed in contention with its strategic ideas of marketing a service station. They were the first to provide low costs to their customers while others in the industry tried to catch up. Eventually Mobil and Exxon where able to develop their own stations and unique atmospheres to attract customers. What Mobil and Exxon had to their advantage was their linkage and interrelationship between the two. Though they were two different companies at the time they formed a partnership in oversea projects. These cost drivers help them keep the bottom line and gain strategic locations in the Middle East. (ExxonMobil Official Website) Chevron on the other hand had very weak partnerships and grew at a much slower rate. But Mobil, Exxon, and Chevron were becoming the leaders in the industry. Few small companies survived in the market and larger firms swallowed them up. Mobil, Exxon, and Chevron all had excellent marketing abilities to become the leaders. As the 1990’s approached the two American companies had a new competitor in the British company BP. BP launched an attack on the American oil companies with buying up other U.S. oil companies. BP determined the only way to enter the U.S. market was to buy into it. They were not going to be...
