Bp

Friday, December 21, 2012

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

Bp was once none as Anglo-Persian Oil Company founded by an Australian-British mining magnet named William Knox D'Arcy . William had formerly did business in England until he needed a new place to drill at because business was decreasing rapidly. In 1901, William had won a concession from Persia which now is (Iran) to explore and drill for oil in the country's rugged. arid southwest. Like most businesses the drilling got off to a significantly slow start which brought consideration of giving up the search of oil. Until one of his sole searching explorers George Reynold, who was said to have the characteristics of a man who never stood his grounds until the work was done; found the perfect place. This was surprising because it took 10 days just to get in Shardin, eight months to start drilling, and 6 years of toiling with no oil to show for. Almost giving up hope after a major disaster where a drill bit had fallen off and one of the two last-chance wells had fell and ended up taken a week too fish out. But this was all to come to light or should I say Air, when one early morning May 26, 1908 the whole camp of explores reeked of a sulphur; which tends to have a very strong scent and was a good sign for drillers. At 4 O'clock the drill reached 1,800 feet and a fountain of oil spewed out into the dawn of sky. D' Arcy received the great news five days after due to slow telegrams. After the exciting news, within a year later the Anglo-Persian oil company now Bp was once again in business.

Mission

Bp's mission is very simple and that is to deliver energy to the world. Bp finds, develops and produces essential sources of energy, then turns its sources into a product people need everywhere. The world needs energy as Bp puts it and believes the demand for it would continue to grow all around the world. Bp promises to strive to be the leader of there industry, to be a world class operator, and a good corporate citizen.

Ch. 2 - Strategic Planning for Competitive Advantage

Bob Dudley Chief Executive of Bp starts his meeting with a simple question. How can we play to our strengths and be a safer, stronger, simpler oil company? Following the 2010 oil spill bp wanted to focus its attention on safety, rebuilding trust, and growing its value. They started with a new safety and operational risk organization that allowed the company to monitor there wells more sufficiently. Now Bp globally, has been awarded 55 new exploration licenses which not only means that they are being trusted again but has allowed them to be a more competitive company and the innovators of the oil industry. Recognizing that aggregate energy, oil, gas, and coal will continue to be in growing demand by 2030 as well as renewable energy Bp continues to invest in deep waters, gas, and safer technology that allows them to obtain these resources. Haven't before the Gulf of Mexico oil spill Bp relations with government officials, customers and suppliers wasn't all that much focused on. But today bp continues to keep a maintained strong relationship with these people who stood by them during the hard times of the aftermath of the spill. Bp plans to finish paying Payments into the Gulf of Mexico oils trust fund, and support the local businesses surrounding the gulf.

Ch. 3 - Ethics & Social Responsibility

Frederick Douglass couldn't of said it better when he stated ''If there is no struggle, there is no progress''. One thing for sure Bp knew struggles following the 2010 oil spill which left the Gulf Of Mexico and the people surrounding it damaged. Although Bp could have beaten themselves up about how this would effect there organization and its values; they did the total opposite by sitting a new agenda on how to take social responsibility to a whole new platform. It was very much notable that Bp would be questioned on their ethics and morals towards the plight of society and if it was clear that Bp understood exactly what had just happened. Prior to the oil spill I would have ranked Bp as a Pre-conventional morality organization because it seem as if they were self centered and only focused on the internal state of the company. Eventually growing into a post-conventional organization, Bp had to not only adhere to state and federal laws but give back in ways that humans can then again trust Bp. The harm done to the community of the gulf was what some people would like to call a rude awakening to the unethical causes one organization can have on a society. But Bp took this incident and played it into there favor by then going to create a culture of safety in its company. Learning from there mistakes Bp established in 2011 a Safety and Operational function that worked alongside the business to seek and deliver safe, reliable, and compliant operations across the groups operated business. It served three particular functions which were to set and update the requirements; provide expert scrutiny; and provide deep technical expertise to the operations. Not only did Bp take action in investing there money in many global problems that funded an enormous amount of tarnished world wide institutions they created something in which I've never heard of and that was social investment. They did this by now buying an extravagant amount of supplies that supported there business from local businesses. This way it kept the local economies in ruputable standards.

Bp now puts its money in many on going fights in communities around the gulf and is in favor to support any social problems countries may have surrounding the gulf. They are and still is in the process of restoring all natural resources surrounding the Gulf and continues to promote tourism along the gulf coast. Although this may not be enough and who is to say who can measure what will be enough; Bp in every way possible are committed to its new culture which allows safety to be first and allows the company to be in the frontier of all ethical ways to be a oil organization. Since 2010, Bp social reputation has grown tremendously with all its fighting efforts to stand for what it did and for what is right

Ch. 4 - The Marketing Environment

When it comes to a marketing environment what's better than the U.S Olympics? With over 219 million people that watch the U.S olympics every four years BP took a huge opportunity to partner up with the 2012 U.S London olympics. BP begin with sponsoring 60 athletes in this year olympics which included para-olympians which are basically disabled Olympians that participated in this years games. Supporting these athletes is a way for BP to inspire there customers, employees and the public. BP also took things a step further by promoting the people behind the scenes of these olympians by shedding some light on what it really takes to create a gold medalist. BP did it through TV adverting, radio stations and public relations.

BP in 2012 invested $500 million dollars for an American marketing push which was centered around a distinctive fuel offer that would improve customer experience and have a more compelling loyalty reward program. BP's plan was to relaunch the 2009 advertising of gasoline with invigorate which helps protect a cars engine. Invigorate as BP puts it is better than low-detergent gasoline which if a consumer was to continue to use would protect the engine from deposits, sludge and corrosion. That using this particular gas would restore fuel economy and minimize exhaust emission.

Bp doesn't have a direct marketing group that they try to apply to, they just feel that it's there job to gain Americas trust again and to make gas for cars efficient and environmentally friendly....

Ch. 5 - Developing a Global Vision

Global Development
One of the most important measures of Global Development is building strong relations and ties that can link businesses to breakout deals. BP this year announced a $10 million dollar research collaboration project involving five Brazilian and three British universities. This project is aimed at improving the understanding of the formation of the Parnaiba basin in Northeast Brazil. Opportunities like this allows scientists, universities and business to collaborate and learn from one another. In 2010 BP caused a horrible environmental disaster in America that left them with a huge responsibility of fixing The Gulf Of Mexico and the people around it. They took to the global market and agreed to sell its stake in a Norwegian oil field to AS Norske Shell for $240 Million dollars cash as a part of its effort to raise funds to pay for the cost of the Gulf Of Mexico oil spill.Bp expects to divest assets with a total value of $ 38 billion dollar until 2013 as it focuses its business around the world on its strengths and opportunities for growth.

TRADE
When the world has environmental problems Bp's own ''ARCO'' who is the official partner of Bp was one of the first to take place in the growth and commitment to lend a help in energy saving. ''Air quality is a growing concern throughout Asia'', and natural gas is the fuel of choice to replace more carbon-laden fuels. Arco has taken a leadership role in advancing the Asia Pacific economic cooperation Council's natural gas initiative and is one of the largest U.S energy investor in China. Arco has developed the must successful Liquid Petroleum Gas business through 49% stake in the business that is the NO. 1 importer of liquid gas into China.

Chapter 6- Consumer Decision Making

In today's 21th century everyone has appeared to be so involved in their health, and not just personal health but environmental health. BP being apart of the oil industry which is one of the most top criticized industries when it comes to destroying the environment, decided to take a big step forward in trying to become the number 1 producer of clean energy. Starting with the auto-industry and how drivers everyday base their decision on what gas is it there going to considered using. These types of considerations have a lot to take in mind with the number 1 question being what gas station has the cheapest gas? and what gas will last me the longest? Now it is true that gas will never be as environmentally friendly as electric cars which is the next big thing. But there are someways in which BP distinguishes there gas to be a better choice than other gas providers. Unlike other fuels; BP's Ultimate is a range of advanced performance fuels designed to better your vehicle whatever make or model. The high octane which made with a colorless flammable hydrocarbon of the alkane series obtained in petroleum refining and high cetane which is a colorless liquid hydrocarbon of the alkane series, used as a sovent are designed to burn more efficiently and clean your engine as you drive. This means that with BP Ultimate you can get more power, reduced exhaust emission and go further on a tank compared to ordinary fuels. Now in a human our heart is our engine and in a car the heart is the engine and just like we as humans suppose to keep our heart healthy same goes for the heart of a car. Unlike some fuels, BP Ultimate won't leave sooty deposits in your engine, in fact it is specially designed to break them down. This cleans and protects your engine to keep it fitter and healthier.

INVIGORATE

Discussed in the previous blog BP also introduces invigorate which is a fuel that BP's says help's cars run younger for longer by providing a vital cleaning effect on a car's fuel system. Family is the most important social institution for many consumers, strongly influencing values, attitudes, self concept, and buying behavior. The story behind Invigorate began in 2005, at a time when premium gasoline sales were falling across the industry. Gasoline became a big topic in workplaces and in family homes, and the message of a gasoline product that allowed the consumer to make their car younger again found a receptive audience. Rather than focusing solely on prices, an increasing number of people wanted value in their gas of choice and invigorate was well positioned to fulfill this demand. Kevin Phelan, senior vice president of marketing at BP, came up with the analogy of looking at your car as if it was you taking care of your body was developed. ''It's very much like taking vitamins'' Phelan continues, using gasoline additive to make a car feel younger for longer. The image of getting the car fit the way a person going to the gym wants to be ''The younger for longer'' message allowed BP to develop a strong message that related to the consumer. This linked to to putting good things in cars and helping your engine get healthier, to putting good things in your body and promoting a longer and healthier life. This type of message allowed the company to go into the markets in unconventional ways. BP undertook an 'Invigorate mobil tour' which visited cities throughout the U.S, raising awareness among consumer's about the product, while providing unique consumer activities. This campaign was focused on building deeper relationships with the consumer. Naturally this tour took into account public perception of BP following the Gulf Of Mexico oil spill.

Ch. 15 - Retailing

When walking into Target one of the world's largest retailers I felt right at home, not only because it was just built in my neighborhood in East Harlem but because of its comfortability. With all the space available, it allows its costumers to enjoy their shopping with out having to worry about the inconvenience of people breathing down your neck it also made my shopping experience worth wild. The first thing I notice when entering Target saturday afternoon was the Star Bucks and Pizza Hut it had in it; which made me think what a great idea to have these two restaurants so that customers can either enjoy a quick meal before or after they shop or even between shopping. With Star Bucks highly known reputation it gave Target a little bit of a boost of attraction when customers enter the retailing giant. Right of the back I noticed how much Target emphasis on their company's color bright red. With all the red in the store from the employers to the landscaping of the store it was hard not to think of Target when I saw the color red.

Target is a department store because it sales a wide variety of shopping and speciality goods, including apparel, cosmetics, housewares, electronics, and furniture. Target is also what you would call a ''Franchisor'' because it's granted the right to sell another party's product. Like WAL-MART Target is also known for its data mining strategy to determine which products to stock, what price, how to manage the markdowns, and how to advertise to draw target customers. There advertisement department are similar to designer fashion advertisement; they depict high quality goods paired with ubiquitous red-target and tag line ''expect more pay less'' to aspire consumers to own products at prices they can afford. For promotion of exclusive products Target hires famous young designers for temporary partnership, during which they develop reasonably priced products lines available exclusively at Target Stores.

Ch. 17 - Advertising and Public Relations

Bp standing for ''Beyond Petroleum'' was founded in Britain. The first ad for Bp ''Motor Spirit'' appeared in the UK in the 1920's, when driving was only enjoyed by the wealthy. So therefore, when Bp was first getting started there were very little advertising planning because there were hardly any drivers to advertise to. The 1930's and 40's car ownership in Britain became more affordable so that now Bp advertising plans were able to take a much more wider appeal, with eye catching illustration to give new drivers imaginations; with ideas for exciting places they might go in their new automobile.

Service with a Smurf’

In the 1960's and 70's, Gas station's in Europe had stiff competition, and brands offered some unusual extras to attract customers. Bp stations in Netherlands gave customers a free ''Smurfs'' figurine with every fuel purchase. The smurfs, the creation of Belgian Cartoonist, had been enjoying a growing, underground celebrity in Europe.Using with the Book state's as common appeals, in the use of 'Admiration' Bp called on well-liked celebrities to do its promotions like Stirling Moss the celebrated British race car driver.

''Commitment''

As Bp worked to stop the oil leak in the Gulf Of Mexico, the company was also spending $50 million on television adversting. One advertisement featured CEO Tony Hayward apologizing for the spill and promising that Bp would pay for the cleanup without any tax payer dollars. Bp hoped to quell some of the anger against the company by positioning itself as a group that made a terrible mistake, but one that is working very hard to correct this mistake. Using the techniques of both product adversting and instutional adversting to get consumers to buy into there product. Focusing more on the identity of the company especially after various incidents that brought the company negative critics Bp had found themselves in the position to fix there image. After getting over sort of a hump in this time period Bp decided to be front runner's in promoting tourism back in the Gulf. It's tourism commercial had many states around the Gulf explain why should people come back to the vacationing areas. Stating that places like Alabama were back and better than ever so is Florida, Mississippi and Louisiana . ''These ad are not just a lot of fun, but as evidenced by the record number of visitors in some areas, extremely effective at letting people know the Gulf Coast is still a premiere tourist destination ''said Mike Utsler, head of Bp's Gulf Coast Restoration organization. Taking advantage of the Internet as most company do Bp ran an online campaign, known as ''My Gulf'' series, featuring a variety of people who live and work in the Gulf.

Also as a part of the Gulf Coast Tourism commitment, Bp in 2010 provided a total of $87 million in block grants to the states. Adding another additional $97 million over a three year period for the states to use to promote tourism, this was and still is an essential part of the Gulf Coast economy. Local and State reports now indicate tourism is rebuilding in many areas across the Gulf. In the Florida Panhandle for example, tourism officials reported some of the best month's on record in 2011.

Ch. 18 - Sales Promotion and Personal Selling

Bp is the leading marketers of petroleum gas products in New Zealand through a network of 420 services stations. Some are privately owned some are lessees and some are agents operating the service stations under agreements with Bp. This means that Bp only control prices at about third of it stations; the rest pay a wholesale price for products, and are free to set their own prices, depending on their cost structures, market forces in their business aspirations. Independently owned Bp service stations must meet Bp's standards for product and service. This way all Bp customers receive consistently high standards of service. There are many benefits for joining Bp including instant access to industry expertise and resources, branding and customer recognition updates, tips and hints on industry issues.In New Zealand Bp is the fuel retail marketing leaders which shows a good reflection on their marketing and sale promotion tactics. Price reduction has become difficult because prices between competitors are easily matched, which means it is difficult to differ their product based on price. So instead Bp sell petroleum and diesels that is better for the environment making them the only superior oil providers to do so.

When pertaining to ''promotion'' research shows that customers respond well to Bp's promotion campaign. Things like the AA rewards program, as well as their loyalty program which is said to be very valuable because it allows them to drive sales and counter their competitors activity. According to a independent research, customers value three key things when shopping for fuel which is location, loyalty program, and service. Bp's main loyalty programme is AA Rewards.With AA rewards, New Zealand automobile associations (AA) members earn two drive points when they spend $10 at participating Bp service stations when they present their AA membership card. When you earn a total of 200 drive points, the customer recieve a 20$ discount coupon or a reduction in their AA membership subscription. The coupons can be used at Bp (and other AA reward partners) for a wide range of products including fuel and food, and they are also elgible for other promotion and prizes. Since also associated with Walt Disney glasses, soft toys and books can also be brought. AA has a wide membership throughout New Zealand and many members are of course Bp customers. This relationships combines Bp's mutal strenghth and offer benefits to both parties. Instead of just reducing gas prices Bp rather spends money on promotions because it is a essential part of their business and costs only around .2 percent of their total revenue. Bp claims it not economically sensible to stop promotional acitivities because it plays a major role in generating business for the company.

This is not all Bp does for its sales promotion. Bp also runs a coffee center name 'WILD BEAN CAFE' and since it was started it had appear to Bp that the company wasn't doing to good far as generating revenue. So What the company did was start a sweapstake ''SIP TO WIN'' scratch card campaign which offers customers the chance to win a trip to New York. The Competition was able to be played online or on its scratch card and additional prizes included,Thousand dollars cash, and a Senseo coffee machine. 13,000 people registered and played online.

Ch. 10 - Product Concepts

BP has a numerous amount of products from road product to its LPG ''liquid petroleum gas'' that is used in a variety of ways,from powering your barbeque to refueling your vehicle. I begin with Bp's widely known Ultimate fuel; which is a range of advanced performance fuels designed to be better for your vehicle whatever the make or model. Ultimate fuels contain high octane and high cetane formulation which are put in to clean your engine as you drive. This specific product allows your engine to gain more power, reduce exhaust emission and go further on a tank of gas compared to ordinary fuels. BP just like other companies such as UPS ''What Can Brown Do For You'' used slick slogans that attracts consumers attention like ''Looking After The Heart Of You Car''. Bp Ultimate unlike some fuels, won't leave sooty deposits in your engine, in fact Ultimate is specially formulate to break them down; cleaning and protecting your engine to keep it fitter and healthier. Bp's LPG is a liquid gas that can be used in a domestic environment, automotive, and industrial companies. The advantage of using LPG is it burns cleanly, no soot, no smoke, no smell, and easy to light. It is also easy to control as far as size of flame, non-poisonous and safe use. This automotive product and domestic product is modern, attractive, efficient, and easy to use and clean. In 2010 with the oil spill Bp's company spokesman Sir Lionel Hardwick Grosvenor stated the company need to expand revenue in the face of a changing market place, which all companies try when facing hard times. The company was losing millions of dollars each day as a result of the oil spilling on the Gulf Of Mexico. So as a example of product mix Bp outlined some new lines which the company would hope to soon offer. That included Bp's own sparkling water ''Princess Fergie Sparkling water'' which would be distributed in Bp-brown bottles, the pure unfiltered Gulf water. BP even wanted to start putting foods in restaurants around the Gulf like the 'Insta Fry Shrimp and Scallops, directly from the Gulf Of Mexico.These treats can reach their toasty goodness in less than 14 seconds. They even came up with the idea of a tanning lotion saying things like ''for those who loves the outdoors, there's no better protection from harmful rays''. The idea was to basically promote products that related to the water surrounding the Gulf.

Ch. 16 -Integrated Marketing Communications

When it comes to promotional strategy, Bp New Zealand has a rigorous planning process for all their marketing and promotion. They take a long-term approach, and generally work six months in advance in designing and implementing their programs. With fuel margins declining Bp includes shops at all its service stations because they feel the Bp shops provide a valuable income stream and offers customers an extremely convenient shopping option. The Bp shops earns up to 50% of some of Bp's service station's incomes.

As far as Business and Marketing communications Bp uses ''BTL'' below the line mix which means they use media which is more niche focused. BTL communication gives Bp the ability to tailor their message in a more personal manner to the audience. Approximately 70% of Bp's marketing spend is below the lines in activities such as in-store promotions and loyalty programs. Product, Price, Place, and Promotions the 4p's that every company needs in order to become effective in any industry. Place is something Bp try's to stay consistent with, having some the best locations in New Zealand, having a significant investment in ensuring the right number and quality locations. Customers respond well to their promotions campaign such as the AA rewards program. Bp's fuel product distinguish itself from other by having fuel such as petrol and diesel that is better for the environment. Price is the only thing Bp claims is difficult to differentiate.

Integrated Marketing Communications

What is Integrated Marketing communication? Easy!! it is a careful coordination of all promotional messages for a product or a service to assure to consistency of messages at every contact point where a company meets a consumer. It has been two years since the Bp deep water Horizon Oil Spill that dumped nearly five million barrels of ''black stuff'' into the Gulf Of Mexico. So to help ease the transition , the company that is now the second largest gasoline marketer in the U.S planned to invest 500 million over the next two years for an American marketing push. The plan was centered around a distinctive fuel offer, improved customer experience, and a more compelling loyalty reward program with the hope BP can become the No.1 fuel marketers east of the Rookies. One part of the plan was to relaunch its ad campaign for Bp gaseoline with Invigorate, which cleans your engine while driving and improves long-term health of a car. This was Bp first new fuel related television commercials since 2009. The campaign consist mostly of TV commercials but also included spot radio, digital support and local public relations. Bp in the mist of all this also launch a pump rewards program which allow its customers to instantly redeem cents per gallon rebates by rolling back the price that appears at the gas pump. The launch will come with the ability of Bp marketers to ''distribute one-time-us- rebate numeric codes that can be entered directly at the pump, along with option to produce third party direct and bulk promotional cards that customers can personalize for their own site offers.

Chapter 11- Developing and Managing Products

Developing a product to put on the market is a vigorous process that takes step by step analysis. When a company decides to come up with an idea for a new product it takes a strong team, good timing, great value and last but not least profit. When introducing a new product my company Bp ask's its team a very profound question a question all good company's should ask and that is what can the product do for our consumers and who will be consuming it? Liquified Petroleum gas, Bio fuels, Motor Fuels, Motor Oil and Lubricants are all products that Bp produces yearly. I've taken a look at Bp Ultimate one of Bp's successful products. It got its success because its timing and location. It launch in 2000 but went through some type of a withdrawal because of storage related issues and wasn't relaunch to May 2010. I say good timing because we all know in 2010 Bp went through one of its worst times with the Gulf Of Mexico oil spill and needed something positive to come out of all this. This was very vital for the consumers because it showed them that Bp even through rough times can still showcase there innovation skills. Bp has many type of consumers which spreads from your everyday car driver to motorist, road transport and professional drivers like race care drivers. The fuel is designed for better performance, lower consumption and less pollution. It also can keep new engines cleans and clean dirty ones, and reduces engine wear. Bp Ultimate is example of the commitment to the brand value.

Moving on to a next product Bp calls Invigorate which also was designed to help cars run 'younger for longer' by providing a bottom-line cleaning effect on a cars fuel system. It was launched across the mid-west and east Gulf coast in 2008, following a pilot programme. The success was almost immediate, with sales of Bp gasoline exceeding the rest of the Industry by 2% and consumer brand rating increasing significantly in terms of perception of product quality and value for money. What was remarkable was that it occurred just as gasoline prices hit record highs and the economic downturn began to become dreadful. Beginning with the global fuels technology team to create the right base molecule, which would be added to all Bp gasoline, only with higher concentrations in the premium product. Also working with the marketing team who began consulting consumer focus groups. Naturally the strategy had to take into account public perception of Bp following the Gulf of Mexico oil spill but customer focus groups have also shown that while views of the company are lower, perception of product quality has increased slightly. The development and launch of Invigorate has strengthened Bp customer relationships and supported their sales volume through 2010.

Ch. 8 - Segmenting and Targeting Market

BP ''British Petroleum'' oil producers sells a very distinctive product. A product that some people may not see as something you can market or they may believe that it would take some real creatives juices to market oil. Now this may be true because I know when I was growing up watching TV oil commercials weren't appealing or had any thing that can draw me in....you know like characters like the gecko from the Gieco commercials or animals like Tony The Tiger from the Frosted Flakes commercial. One of the most successful and noticeable gas and energy providers that I was familiar with was Hess due to its down pouring of Ads and commercials. I say this because of the success of their Hess toy truck that sold billions and as a kid I even had one. Even with the success of their Hess commercial which had everyone singing as soon as it came on especially around christmas time. Now in comparison to my company Bp who many wasn't familiar with mainly because they are a foreign company didn't have toy products or catchy songs like Hess they just simply had a product that was doing well overseas for a while. BUT..........

That was the pass and this is now!!!!

Everyday Bp serves millions of customers around the world. Fact is that Bp has reach as many consumers as Wal-Mart the world largest retailer and this is because of all of their brand names which include Arco, Castrol, Amoco, Aral, and of course Bp! In Europe, Bp is the second largest fuel retailer overall, and are the largest retailer in Germany which are their biggest market. Having over 2,700 outlets in Germany today, mostly branded under Aral gives Bp a gasoline market segment share of about 22%.

Bp uses the ''BP'' and Amoco brandnames in the USA East Of The Rocky Mountains and ARCO to the west. The Idea of Bp joining and buying out companies was to gain a concentrated Target strategy as well as product mix because each company brought something different to the table in which Bp could capitalize off of. Castrol are known for their lubricants and are now leading the way in high performance automotive and special lubricants, Aral has outstanding products and customer service and is very dominate in Germany and then with Arco who is known for their outstanding product value, quality, and convenience and are also very dominant in the U.S westcoast areas. What this does for Bp is cover all areas from target marketers, to positioning, multisegment targeting,perceptual mapping, and consumer options. Bp needed to do a lot of repositioning of its brand after there perception that stroke after their many accidents so with Buying and joining these companies gave Bp a significant competitive advantage.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

Mission

Ch. 4 - The Marketing Environment

Bp doesn't have a direct marketing group that they try to apply to, they just feel that it's there job to gain Americas trust again and to make gas for cars efficient and environmentally friendly....