Our own network of fuel distribution stations will ensure full usage of the advantage that made the difference between markets’ offers and will provide the possibility of segmenting the market more deeply. On its turn, this will increase the precise adaptation of the company’s strategy to the consumer’s preferences from each segment. The distance between the stations and the main regional or national roads or highways, residential areas or competitors’ existing fuel distribution stations may be used as segmenting criteria. Such sales strategy will definitely broaden the area and the number of consumer groups.
Until recently, Rafo’s retail sales were carried out through 33 old fuel distribution stations; in addition, the products were distributed to 258 fuel distribution stations belonging to other persons and companies.
Deliveries were made either directly from the refinery or from the four storage facilities held by the company in Brasov, Oradea, Cluj – Napoca and Craiova.
The fuel distribution stations should have sale points and the necessary infrastructure for providing additional services to the customers. The construction of such fuel distribution stations will allow the company to rent these sale points and service centres, the employment of additional personnel than the one already employed to provide the usual commercial services to the customers not being necessary. The rent fee received from these sale points will cover the personnel costs and the expenses related to the normal operation of the fuel distribution stations.