Marketing Strategy of Chevron

Marketing Strategy of Chevron

Introduction

Chevron is one of the major companies in the field of energy sector, around the world. It is an American based energy company, which has it's headquarter situated in San Ramon, California. It is a multinational corporation, which is recognized all across the globe with its business being active in around 180 countries throughout the world.

The company is involved in business of all the aspects of energy, which includes gas, oil, and geothermal energy. The core operations of the corporation start with the exploration of such forms of energy, which includes extensive Research and Development program. Furthermore, the core operations also include the refining, production, transportation, chemical manufacturing, power generation, and sales and marketing of their products. Chevron is among the world's six major oil industries around the world. It has also been recognized by fortune 500, as one of America's top five corporations. In terms of revenue, it is one of the largest companies around the world.

Statement of Marketing Goal

The motive of the company is to conduct its business throughout the world, which it is doing successfully. There core strategy is to apply innovative and creative technologies in order to capture more opportunities from the market. The fundamental mission of Chevron Corporation is to provide energy solutions to its clients more efficiently, so that it will help in broadening the resources of energy in the years to come.

Marketing Objectives of Chevron

Chevron identifies its marketing objectives on a long-term basis. These objectives, therefore, are strategically planned, so that the company keeps an eye on the future events and conditions as well. These objectives include:

To keep an alignment with suppliers and partners.

To have a better understanding about the customer base, so as to target them accordingly.

To design sales activities according to the needs and preferences of the customers.

To keep an eye on the business strategies and structure of the competitors, and also being aware about their future prospects.

Marketing Tools

Chevron utilizes several tools in order to market its product. However, most of the time the company keeps its focus on the campaigns to reflect its image as a socially responsible company. The company utilizes TV as a platform to run its ad campaign of “We Agree”. These ads were aired on different versions such as promoting education, fueling growth, shale gas, global natural gas, renewable, technology, community, and small business. It also uses print ads as a tool to promote those concerns among the society.

Marketing Strategies

From past several years, Chevron Corporation's marketing strategy is more focused on upstream and downstream strategies. Upstream strategy is focused on their energy production, while downstream strategy is used in their refining and chemical sectors. While, Chevron is more focused on the exploration and production of energy, they also remain committed towards the marketing of electricity and natural gas, and shipping and transportation of chemicals and oil products. This paper will be focusing on the marketing strategies adopted by Chevron from past couple of years.

Retail Alliance Strategy

Chevron has named its alliance as ...