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China Retail, 2011
China Retail
2012 BP China Campus Recruitment
What we will cover …..
An overview of the BP Global Retail
An overview of China Retail
HSSE
Fuel & non-fuel business
Brand and customer
People
Partnership
Our future
BP Global Retail
• Today, there are more than 22,000 service stations around five continents.
• Most of our stations include a retail space selling motor oils, soft drinks and other convenience items, as well as coffee and food from Wild Bean Café, PetitBistro, or ampm.
• We have variety of operational models in the worldwide that include COCO, CODO,DODO COFO.
Data resource: BP Annual Report and Accounts 2009 资料来源: BP 集团 2009 年报
Wild Bean Café in Australia 澳大利亚的
Wild Bean Café
Aral BP Car wash service德国 Aral 洗车业务
BP service station in UK英国 BP 加油站
ampm in USA
美国的 ampm 便利店
FIFA decorated site in South Africa
世界杯主题包装的南非油站
BPPC service station in China 中国的中油 BP 加油站
BP China Retail
Beijing
Jiangsu
Guangdong
Fujian
Zhejiang
Shanghai
Shandong
4 Stand-alone BP Sites
BP-PetroChina JV
BP-Sinopec JV
Sinopec/Esso/Aramco Integrated Refining & Marketing JV (750 sites)
Sinopec/Shell 500 sites JV
Total/Sinochem 500 sites JV in Bohai Ring and east China
PetroChina Territory
Sinopec Territory
• Market dominated by two integrated NOCs • Increasing competition between two NOC into each other’s home territory.• FOC access into the market mainly through alliance with NOCs or local partners• Independents have sizable network share, but under margin pressure.
BP’s Retail Evolution in China
1995 1996
BU established
1st BP site
BPGD 33 sitesIPO
2000
324 sites dual
branded
BP Jiangmen JV set up
2001 2002
BPPC JV established
2003
403 sites dual
branded
2004
BPSNP JV established
2005
Shaoxing sites
transferred
Xiaoshan sites
transferred
20082006
Retail Family Tree
GCEGCE
GCEGCE GCE
Segment
Strategic Performance Unit
Business Unit
China Retail BU Center & JVsShanghai BU Centre
Zhejiang BP Sinopec JV
Guangdong BP Petro China JV
BP Fujian operations
Exploration &Production Alternative Energy
China Retail
Refining & MarketingSegment (Downstream)
SAM Global FuelA&A
Fuels Value Chain- EH
Sub-segment Fuels Value Chain- WH
UK
Asia O&D Lubes
Turkey France
How we together make it a profitable biz …
Embedding Safety Culture in Operations …
BPPC JV is holding an HSE contest to refresh the HSE knowledge and the practical application skills.
High standard facilities and equipment
Site staff are trained on safety before they are allowed to serve for customers.High standard of operations
Fuels business - Track Records
Our JVs have grown faster than the market, driven by our competencies in key areas
• Serve 60M and 80M fuel customer per year respectively in each JV with consistent outperform customer satisfactions (CSM1.01~1.04)
• Strong growth in fuel volume (e.g. CAGR 10% in Guangdong (2005-2008) with no material change of network; 15 fen/l less discounts comparing with competitive sites in 2009 ).
• Strong LFL growth in convenience performance and leading position in the industry ( CAGR 27% vs. market average of 12%- 20%)
• MER for BPPC is higher than the competitors - BPPC (1.9), Petro China (1.1), Sinopec (1.4) and average independent Sites (1.5) in 2009 with less support from competitive margin availability.
• Cost levels in both JVs are competitive vs. other players given the standards we operate and level of compliance.
Brand & Customer - Brand Architecture
Based on the global brand architecture, there are three hierarchies: master brand, product/service brand and descriptor
Master Retail Brand
Food Service Brand Bottle additive brand (Premium fuel brand extension)
C-store offer brand descriptor C-store offer brand descriptor
BP master brand presents in two joint venture operations
Bottle additive brand (Premium fuel brand extension)Food Service Brand
2010 trial
Product / Service Brands
Descriptors
The chart below illustrates the brand/descriptor presence in both JVs
Fuels business of China Retail- Global Transportation Challenges
Competition
Low CO2 world
Bio Blending
Customer
Mobility Changes
Fuels of the future
Key changes in the future-- Government legislation
To vehicle manufactures:
Improve the efficiency of engines & vehicles
To oil companies:
Introduce increasing amounts of renewable fuels
Impact of legislationOn cars on the road•Gasoline engine: getting smaller but being boosted, 40% efficiency improvement
•Diesel engine: increasing amounts of Hybridization
•Trucks : improve efficiency even further over time
On oil companies: •Demand:
•Developed economies: expected to fall
• Emerging economies: demand expected to rise
•New vehicles require different fuels
The future for BP
•Significant change to the industry & vehicles•Great opportunities to make products & service stations brand of choice•Win in the future
• Conduct annual talent review using 9-box grid, leadership health check and succession planning
• Collaborate with other businesses in China on cross business talent move and development
TalentDevelopment
CapabilityBuilding
Diversity& Inclusion
Communication& Engagement
• Strengthen operation and marketing capabilities in JV with customized training program.
• Understand BD capability requirement linking with overall R&M strategy in China
• Enhance gender diversity especially front-line
• Apply D&I lenses in HR process recruitment and succession planning
• Engage and support JV in building D&I awareness and developing D&I agenda
• Employee communication with different channels, i.e. quarterly townhall, newsletter, annual conference, etc.
• Create an environment where employee are encouraged to give feedback and raise concerns
People
• Critical to our overall strategy and performance
• Relationships has been developed at both operational and strategic level
• Where we want to be:
− Working together
− Pooling our strength
− Learning from each other
− Developing a collective determination
to succeed
"BP has brought world class retail management know how to our JV in Zhejiang. I am happy to see the tremendous growth in the shop
business introduced by BP. I hope we can further extend our cooperation to make a greater success."
- Wang Tianpu, President of Sinopec
Partnership
BPSNP Board meeting
Relationship in the top level
Great future…
• Long term mission in line with R&M’s strategic
direction of shifting capital employed into growth
markets with a material presence.
• Create a sustainable growth business in existing
JVs.
• Develop new & attractive marketing business by
access to integrated Fuel Value Chains.
Great future…
Where to find more about BP ……
• Various Communication media
− Quarterly performance updates: Performance in Perspective (PIP)
− Bi-monthly internal magazine: Horizon
− Monthly learning session: lunch & learn
− Timely townhalls & e-messages: speeches from BUL/segment,/group updating what’s going on around BP
• Orientation programs
− Country Induction
− Discover BP
• Internet / Intranet list
− http://www.bp.com
− http://www.bpweb.bp.com