ith the merger Socal increased its competitiveness with other companies. Socal used the new capital from the merger to establish Bahrain Petroleum Company where they struck oil in 1932. They also invested in oil discoveries in Saudi Arabia. By 1936 Socal was ready to invest in other parts of the world. But they needed help from a competitor. They ventured into a partnership with Texaco, which brought in new markets in Asia, Africa and Europe. Still looking to stay competitive in the oil industry they continued expansion in the Gulf of Mexico and the North Sea after WWII. Through mergers Socal reached across the U.S. and established new markets competing against former Standard Oil Trust companies including Socony and Jersey. Socal marketed with the Standard name in its territories but used Chevron name in new acquisitions. (Chevron Official Website) Along the way Socal started to distinguish itself from the rest of the competition. They started adding gardens or fruit markets to attract more customers. They added vending machines to keep the customers occupied while filling up. It took over 8 minutes to fill a tank back then. They also provided customers content by washing their windows, checking their oil and maybe even cranking their engine. Eventually their competition caught on and started to duplicate the Socal ideasWith new technologies Socal increased its brand identity and lowered its costs in many markets. Socal later was concerned of not having many markets on northeast side of the U.S. coast. So in 1984 Socal bought Gulf Corp. and restructured. Out of the restructuring Socal decided to change all their markets to the Chevron name. Markets where Chevron and Gulf competed where sold to BP. Most of these markets are in the southeast. (Chevron Official Website) With the new name and increased market growth Chevron lowered their costs. They gained new suppliers through the acquisitions and have been able to have a competitive adva...
