In 2002, Petrobras joined the retail fuel to Brazilian Argentine base (service stations). The company faces several challenges. On the one hand, Argentina was the subject of one of the most serious economic and social crisis in history. On the other hand, the local fuel market has been dominated by a few players with marks containing significant consumer awareness for many years. Moreover, the moral of Eg3, the company acquired by Petrobras to enter the local market, was besieged by uncertainty and disappointment after a series of mergers and acquisitions and the underlying distance HRM. The last cultural and sporting rivalry, the Brazilian origin of the company could jeopardize its appeal to Argentine consumers, given the (football) based-between these neighboring countries. Anyway, this scenario calls and decisions on the segment (s) of the market, should, how should stigmatize their stations, and other related marketing decisions should be given national and international ambitions. This case has received the 2007 Curtis E. Tate Jr. Award for the best published in the Journal of Research of the event and is also available in Spanish and Portuguese versions.
by
Javier Jorge Silva
Fernando Zerboni,
Esteban Coppolillo,
Andrés Chetman
Source: Case Research Association of North America (NACRA)
20 pages.
Publication Date: April 1, 2006. Prod #: NA0166-PDF-ENG
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