engleski

Development perspectives of small gas stations – case of Croatia

In the last decade the Croatian oil market has undergone changes which have had a decisive impact on the Croatian oil industry. Entry of the so called „big players“ and their constant growth through construction of new retail facilities and acquisition of existing facilities is a constant trend. We should not forget expansion of existing facilities by acquiring smaller gas stations. It is often forgotten that the oil market is not presented only by the "big players" (INA, Petrol Shop, OMV Croatia, etc.), but also by smaller gas stations whose market share is not insignificant. Since all the enumerated factors of market influence, effect these segments with a much higher intensity, the defense mechanisms of „small players“ have to be much stronger than it is the case in large companies. The subject of this paper is to determine possible strategies and models of further survival of smaller gas stations, to research and determine factors which have an important influence on the development of the oil industry (especially smaller gas stations), and determine and grade governmental influence on their development, all based on the trends of market developments of the Croatian oil industry. The previously mentioned factors along with many other ones reflect the huge influence on profitability of the oil industry, as well as the internal structure of the market. The results of this research represent an important contribution to the understanding of actual opportunities and processes on the Croatian market, but also on other industries, especially one related with small scale sales.

oil industry; gas stations; competitiveness; sustainability

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