에어리어 마케팅전략의 적용에 관한 연구 - LG칼텍스 정유, AA주유소 사례 -

On the area marketing strategy and it's application for an automotive fuel oil company - Empirical models for LG-caltex AA service station -

The present paper attempts to describe Area Marketing and develop an empirical model for Automotive Fuel Oil Company. The focus is given on the Service Station. With both empirical case studies and literature review, we aim to develop empirical case and propose a desirable area marketing strategy for specific Service Station: AA Service Station is one of LG-Caltex which is retail the Automotive Fuel Oil(Mogas: Motor Oil Gasoline and Diesel) of the AA Area. Area Market Research was adopted for AA Station as an environment analysis and the action plan about 4 specific area (Facilities, Promotion, personal service and CRM) was developed. After It was implemented for one year. The AA Station made a results as follow: The first is sales volume. It was risen 689(Mogas 189, Diesel 500) more than 2001, and 325(Mogas 40, Diesel 185) more than 2002. The second is profit. It is extra 10,392,000won per month. The last one is CRM(customer relationship management) effects: Loyal customer was increased, Bonus cards were sold and Area customer were extended than before