PSGJAN05EPK2_OVERVIEW(01).PPT PKN ORLEN Retail Sales Development Plan for Poland 2005-2009 Wojciech Heydel, Chief Marketing Officer 2 March 2005
Strategic vision of the retail sales department From PKN ORLEN Aiming to become the regional leader we ensure long-term value creation for our shareholders by offering our customers products and services of the highest quality. ()…
Restructuring and optimisation of the network by 2009 as well as potential acquisitions with a view to strengthening the Companys market position are important elements of PKN ORLENs strategy Key assumptions in PKN ORLENs strategy with…
Strengthening market position Strategic objectives and targets Enhancing operational efficiency Strategic Operating and financial objectives Area Key initiatives objectives (2009 r.) Creating efficient organization FLOTA…
Agenda Current Status Review z Strengthening Market Position z Enhancing Operating Efficiency z Creating an Efficient Organization z Summary 4
Position of PKN ORLEN retail fuel market in Poland PKN ORLENs position in the region1 Retail market in Poland current status and forecasts2,3 bn litres Annual increase 2004-2007 4,3% 14.6 15.2 13.9 13.4 3,2 12.5 2.5 2.9 11.5…
Current Status Review: Current market position of PKN ORLENs service station network Current status Structure of the network z The largest network of service stations in Poland, Full including a total of 1906 PKN ORLEN stations in…
Current Status Review: PKN ORLENs retail sales in 20022004 Area Performance volume of fuel sold (bn litres) - 2% p.a. Volume of fuel sold 4.0 3.9 3.9 2002 2003 2004 non-fuel margin per square metre (PLN 000) +7% p.a.…
Current Status Review: PKN ORLEN vs. competitors on the Polish retail fuel market 20022004 PKN ORLENs share of retail fuel market 1,2,3 MER ratio in 2004 1,2,3 % market share Hypermarket 5.2 stations 31.6% 31.0% 30.4% Other…
Agenda z Current Status Review Strengthening Market Position z Enhancing Operating Efficiency z Developing Efficient Organization z Summary 9
Strengthening market position Strengthening Market Position: Offering for business customers Enhancing operational efficiency Creating efficient organization Offering for business customers, tailored to individual needs…
Strengthening Market offering for retail customers is becoming strongly polarised, market position requiring a new segment approach from PKN ORLEN Enhancing operational efficiency Creating Target: Premium offering * efficient…
Strengthening market position Strengthening Market Position: Offering for retail customers Enhancing operational efficiency Segmentation of PKN ORLENs offer for retail customers Creating efficient organization Premium offering:…
Strengthening Creation of two standardised offerings: Premium and market position Economy Enhancing operational efficiency Creating efficient organization Structure of the service stations network 2009 target structure of the…
Agenda z Current Status Review z Strengthening Market Position Enhancing Operating Efficiency z Developing Efficient Organization z Summary 14
Strengthening Capital expenditure to reverse the current trend and to achieve market position a minimum 30% market share Enhancing operational efficiency Creating Capital expenditures Increase in sales fuels1,2 Target ROACE3…
Agenda z Current Status Review z Strengthening Market Position z Enhancing Operating Efficiency Developing Efficient Organization z Summary 17
Strengthening Implementation of the retail network development strategy will be also market position correlated with developing efficient organisation Enhancing operational efficiency Creating efficient organization…
Agenda z Current Status Review z Strengthening Market Position z Enhancing Operating Efficiency z Developing Efficient Organization Summary 19
Implementation of the key initiatives in the PKN ORLEN retail sales development plan will contribute to an increase in shareholder value Summary Key operating and financial objectives (2009 r.)1 z Strengthening market position and…
Contact For more information please contact the following offices: Investor Relations Office: Press Office: Tel.: + 48 24 365 56 13 Tel.: + 48 24 365 33 90 fax: + 48 24 365 56 88 + 48 22 695 34 57 e-mail: irorlen.pl fax: + 48 22 695…
Additional Slides 23
Examples of successful strategies of alternative brands and offerings validating the PKN ORLENs new segmentation strategy Brand Markets Key programme features Location Norway, Denmark, z 1-2-3 is Statoils brand for self-service…
Large potential of ca. 1.32.6 bn litres of fuel sales to be taken over from non-branded service stations On developed markets, individual operators are being forced A similar trend is expected in Poland out by branded stations [number of…
Key challenges related to the implementation of the retail network development strategy Challenges Actions z Building new skills/resources for an z Initiating comprehensive programmes effective strategy implementation aiming at…
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