s new bonus cards. Each service station will offer you a card that can be used to pay your gas bill but also you may be allowed to purchase food and merchandise in the quickmart. They also offer the chance to receive rewards for using their cards. ExxonMobil has developed the best card and seems to be the most popular today. One reason for this is wherever you go around the country you will find an ExxonMobil. This helps the customer because they believe their card will be valid everywhere and it will. ExxonMobil also has come up with many promotions to get customers into their stations. They have given away basketballs and t-shirts along with other stuff. While most gas stations also do this they do not have the marketing exposure that ExxonMobil has. ExxonMobil clearly has the marketing advantage over its rivals. Chevron has a chance to gain share when the final merge with Texaco takes place. (Chevron annual report, 1999) As far as BP goes with only being in the U.S. market for 12 years they have a long way to go. If they ever want to compete in the U.S. and overtake ExxonMobil they must market better.SustainabilityIn this highly competitive industry sustainability is a difficult task. Chevron saw that it was losing the battle so they orchestrated a merge. If they did not initiate this in all likely hood they would be bought out or dismantled. ExxonMobil has proved to be the low cost provider with its new technologies and new suppliers from around the world. ExxonMobil has seen its revenues go up some 25% in the last year. While Chevron has seen 52% and BP has seen 77%. It might seem that Exxon is falling behind but really the other companies are making a strong push to be competitive for the first time. BP has gone through major restructuring and has made productivity improvements. While Chevron has seen there products help boost them up and some decreased operating expenses. Every company was helped by the increasing price of crude ...
