Online from: 2011
Information: About this Collection
|Title:||Bharat Petroleum Company Limited's (BPCL), India one-stop truck shop (OSTS) retailing format|
|Author(s):||Denver D'Rozario (Professor of Marketing in the Department of Marketing, School of Business, Howard University, Washington, DC, USA), Keshav Shenoy (General Manager of Retail (South India), Bharat Petroleum Company Limited (BPCL), Chennai, India)|
|Citation:||Denver D'Rozario, Keshav Shenoy, "Bharat Petroleum Company Limited's (BPCL), India one-stop truck shop (OSTS) retailing format", Emerald Emerging Markets Case Studies Collection, (2011)|
|Keywords:||Developing markets, India, One-stop shopping, Retailing, Services marketing|
|Article type:||Case study|
|DOI:||10.1108/20450621111180936 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.|
Title – Bharat Petroleum Company Limited's (BPCL), India one-stop truck shop (OSTS) retailing format.
Subject area – Retailing.
Study level/applicability – Undergraduate and Master's level business and management courses.
Case overview – This case looks at the second largest oil company in India (Bharat Petroleum Corporation Limited (BPCL)) and examines an innovative services marketing concept that they introduced into the market in India for the first time, namely, one-stop truck shops. These new format truck-stops were targeted at the highway-based truckers in India who earlier had to stop off at multiple locations to eat and re-fuel increasing their on-road time and reducing their efficiency, much to the chagrin of their truck-fleet owners.
Expected learning outcomes – Students will be expected to build their knowledge of retailing in developing markets using the example of BPCL as a learning tool. The case examines differences in consumer behavior in developed vs developing markets, paying particular attention to the required need to differentiate the retail approach to suit the market.
Supplementary materials – Teaching note (with photographs).
To purchase this item please login or register.
Complete and print this form to request this document from your librarian