LongTerm Marketing Plan 0 To increase market share in the industry To be one of the big players in the oil industry in the Philippines 0 0 To generate profit by 2002 0 To recover from the co111pa11y"s losses Course of Action Design key steps to promote the company's products to potential customers. TotalFinaElf should make an extra effort to offer its products to the market as a newcomer. The company should figrne out any means to entice consumers to buy their product instead of the existing products offered by other stations. Creating a strategic plan to convey the company's goods can help to raise customer awareness and attract new customers. Additionally. gaining the patronage of customers may lead to an increase in sales. Build the company's own local base oil refinery. TotalFiiiaElf will be able to sell its oil at reduced prices by building its own local base refinery. which will allow it to compete with its main competitor's pricing. It can also save money on freight. It is also beneficial for Filipinos since more jobs will be available if this strategy is implemented. Concentrate on providing aviation fuel to airports. TotalFinaElf has an advantage in this industry because it is a strong player in the global aviation fuel business. TPI is already an expert in the aviation business and has mastered its operations. However. they are unsure if their Philippine authorization will allow them to provide seivic es in Philippine airports. particularly NALJL which is a drawback for the company. Frllthermore. if they concentrate on the aviation fuel industry. their earnings will be limited. and their investments in service stations will be lost