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Marketing Plan: Phase I Essay

1308 words - 5 pages

As we head into 2009, Gas prices are on the rise. As an alternative to the high cost of gasoline, we plan to introduce a product that will be more cost efficient and more economical to the general public, which is bio-diesel. This paper will briefly discuss the history of Exxon, and gave a brief description of bio-diesel. In addition, it will outline the importance of marketing for success, describe the strengths, weaknesses, opportunities, threats, and trends of bio-diesel through a SWOTT analysis, and lastly, identify a marketing approach to best develop the marketing strategy and tactics for this new product.Company OverviewExxon is more then just a place where individuals can go to get gas. This is how the majority of the public will see Exxon, as a gas company, not much else. Exxon Mobil works under three different brand names: Exxon, Esso, and Mobil.Exxon. Exxon Mobil also produces and sells such things as crude oil, natural gas and petroleum products. Exxon is so much more then a company, it is actually a piece of history. Exxon moil started over 125 years ago. The company started as a marketer of kerosene and moved to petroleum. Today, Exxon is "the worlds largest publicly traded international oil and gas company, providing energy that helps underpin, growing economies and improving living standards around the world"(ExxonMobil. 2008). The company does not just work here in the U.S.; Exxon operates all over the world and searches for oil on six different continents. As far as Exxon's codes of ethics go, it is top notch. Exxon has adopted the Corporation's Standards of Business Conduct. These standards are the cornerstone of all of their business operations. All Exxon employees are expected to work with high standards of integrity. Overall, the world needs Exxon's products. They make it possible to power cities, and to move different types of transportation.What is Bio-Diesel?Biodiesel is a name that describes 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 bio-diesel blend. This blend of diesel can be used in compression-ignition (diesel) type engines with little or no modifications. Bio-diesel is very simple to use, its biodegradable, nontoxic, and essentially free of sulfur and aromatics. Bio-diesel is made by a chemical process called transpiration whereby the glycerin is separated from the fat or vegetable oil. This leaves behind two products; methyl esters (the chemical named for bio-diesel) and glycerin (a valuable byproduct usually sold to be used in soaps and other products). Some people would think that bio-diesel is the same thing as raw vegetable oil. This is untrue, for fuel-grade bio-diesel must be produced to strict industry specifications (ASTM D6751) in order to insure proper performance. Bio-diesel is the only alternative fuel that has fully completed the health effects testing requirements of the...

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