gas stations worldwide.ChevronTexaco: ChevronTexaco has a full tank. The #2 US integrated oil company was formed by Chevron's 2001 acquisition of Texaco. It has proved reserves of 11.5 billion barrels of oil equivalent and daily production of 2.7 million barrels of oil equivalent. ChevronTexaco has a presence in 180 countries, and it owns stakes in chemicals and power production businesses. Its brands include Chevron, Texaco, and Caltex which was formerly a Chevron and Texaco joint venture. Exxon Mobil: It's not necessarily the oil standard, but Exxon Mobil is the world's largest integrated oil company (ahead of BP). Exxon Mobil engages in oil and gas exploration, production, supply, transportation, and marketing around the world. It has proved reserves of just less than 21 billion barrels of oil equivalent. Exxon Mobil's refineries can handle more than 6 million barrels per day, and the company supplies refined products to more than 40,000 service stations in 118 countries that operate under the Exxon, Esso, and Mobil brands (including more than 16,000 in the US). Exxon Mobil also produces and sells petrochemicals, and it has interests in coal mining, minerals, and electric power generation.Marketing ObjectivesIt is of outmost importance to set a goal for the company and the new additive in particular. Shell is currently 3rd in terms of market share in the UK behind Esso (ExxonTexaco) and BP. The current market share is 7% and the objective should be to increase it by 3% at least to become the second largest retailer of gasoline in the UK. The ultimate objective should be to maximise profits. Profit is defined as (price- cost) x sales, therefore a way to maximise profits is by increasing the price of the new petrol/additive. This is possible due to the higher economy and performance that the customers will be willing to pay in return for a slight premium. Secondly profit maximisation will be achieved through higher sales volumes, which...
