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Published on October 12, 2007

"Amid short-term fluctuations and difficulties, Thailand is part of our growth strategy and we are still committed to invest in Thailand," said Josef Waltl, executive vice president of Shell International Petroleum.

"We want growth in Asia and have put Thailand in the context of the company's growth strategy for the region," he said.

"We have the good fortune that we've already been present in major markets in Asia for many years, such as Malaysia, the Philippines and Thailand. We have also invested in many emerging markets like Indonesia, India and China, which have been considered by Shell as markets of the future and the company wants to participate in those markets," he said. "We have set key focus areas in the interest of providing better services and products to our customers," he told the media during his visit to one of the three pilot retail sites, which have been upgraded with the new image.

The three renovated Bangkok petrol stations are on Soi Suan Plu, Narathivas-Ratchanakarin Road and Ratchadapisek Road near the Wong Sawang intersection.

About 50 company sites in greater Bangkok will be rebranded and upgraded to the new image this year in response to customer surveys using "Mystery Motorists" at its filling stations.

"We have learned that today's customers demand safe and bright fuel stations, clean toilets and food courts, friendly people with good products and services," Waltl said.

The company will focus on key activities, including launching more products and innovations, strengthening the existing retail network and adding sites through opening new stations as well as acquiring existing ones.

"We will look at any good opportunity in the market and will invest if the right one arises," Waltl said.

The company wants to gain market share by attracting more customers to existing locations.

"We want to be the best fuel retailers in every market we operate," he added.

Shell will concentrate on fuel technology development, such as its V-Power fuel, which was developed from its experience in Formula One racing and put into product development.

Simon Hirst, general manager for retail sales and operations at Shell Company of Thailand, said that after 115 years, the company boasted 550 petrol stations, with more than 200 owned and operated by dealers.

"Our strategy is to transform a significant number of Shell stations from the 'company-owned, company-operated' to the 'company-owned, dealer-operated' system," he said.

A new management contract called retail business agreement has been developed to encourage a performance-driven business partnership with dealers in running Shell fuel stations up to the standard set by the company.

Company-owned-and-operated stations have declined from about 150 a couple of years ago to only 20 today.

"And they will disappear and be totally transformed to 'company-owned, dealer-operated' stations by the end of this year," said Hirst.