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Marketing Phase I Exxon Mobil Essay

1720 words - 7 pages

Week 2 - Marketing Plan: Phase IIntroductionExxonMobil, a worldwide leader in the oil industry, must continuously seek out opportunities for new and better means of acquiring alternative fuel for its customers to remain a leading competitor. As un-renewable crude oil demands increase, sources are increasingly depleted and no longer a viable option as a source of energy. It is prudent for companies such as ExxonMobil prepare for the inevitable future.Biodiesel is a renewable source of energy. Comprised of organic materials and methanol or ethanol, it is a potential means of solving for the inevitable question consumers are facing worldwide, 'What do we do when we run out of gas?' It is crucial that ExxonMobil as a leader in the fuel industry seek out the true potential of biodiesel.Company Overview125 years ago, ExxonMobil was a regional marketer of kerosene in the United States and has grown to become the largest publicly traded petroleum and petrochemical company in the world, and has 80,786 employees (exxonmobil.com). The company explores and produces acreage in 36 countries, has production operations in 24 countries and manufactures an average of 4.2 million barrels of oil for sale a day (exxonmobil.com). Through ExxonMobil's research programs and initiatives, the company is continually exploring energy sources and technologies to grow the company and protect the environment.Defining the ProductBiodiesel is defined as "a clean burning alternative fuel, produced from domestic, renewable resources". It contains no petroleum, but can be blended at any level with petroleum diesel to create the biodiesel blend." (Chemicel Biotech Limited, 2005) This blend of fuel can be used in diesel type engines with slight or no adjustment. Biodiesel is very easy to utilize, its eco-friendly, non-hazardous, and absolutely free of fragrance. Biodiesel is produced through a procedure of transpiration where the separation of glycerin from fat or vegetable oil takes place. This reaction makes two products: biodiesel and glycerin.Today people look at the possibilities of manufacturing biodiesel as a new concept that will provide a cleaner environment as well as a more economical economy, as gas is linked to many other industries. (Alternative Energy, 2006).Marketing and SuccessThe marketing efforts for biofuels will need a strategy to educate the people of its pros and cons. The positive aspect of biofuels needs to be marketed with great energy to the target market and to define the key elements of biofuels to the consumer. ExxonMobil's marketing debut will be to build a long term business relationship with their customers. ExxonMobil must differentiate biodiesel from other fuels and establish a clear and viable alternative for our target markets. ExxonMobil will continue to produce high quality fuel, offer competitive price at the level of the conventional diesel fuel, and create strong distribution channels to ensure stability of production, emphasize key...

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