Service Station Retailing in Turkey 2011

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Service Station Retailing in Turkey 2011
Published on April 2012

Report Summary

Based on Verdict Retail's proprietary market data and insight into key fuel retailers, this brief provides you with an up-to-date picture
of the fuel retailing market in Turkey. In addition to outlining service station numbers, fuel sales, competitor shares, and fuel and site
forecasts, it also details retailers' c-store, car wash, and unmanned site numbers with an overview of their product
offerings.Benchmark your service station retail offer against the major national players in the sector by examining their number of
sites, shops and car washes.Develop new marketing ideas for your service station shop, car wash, and card propositions by
examining the activities of other players across Turkey.Make informed pitches to potential partners by gaining insights into the major
retailers' networks, market shares, fuel throughputs, and future plans.Assess overall market entry potential by accessing key market
indicators including registered cars, national fuel volumes, and average prices.In 2010, the total number of service stations rose
slightly to 12,887 sites. In Turkey, the top five fuel retailers by market share account for 44.5% of the national service station network.
No unmanned sites are present in Turkey and only 5.2% of sites are situated on the motorway.In 2010, total fuel consumption in
Turkey rose by 2.1% on the previous year, as diesel sales increased while petrol sales continued their downward trend. Fuel prices
peaked in 2010, with the average price of petrol and diesel soaring by over 20%.Petrol Ofisi is the leading fuel retailer, with over 18%
of the national service station network and over 25% of the fuel volume share. Each of the top five players divested sites in 2010, with
Petrol Ofisi divesting the highest proportion, at 20.3% of its network.Who are the top five players in the Turkish service station retail
market and how many sites, shops, and car washes do they have'What is the market share and average fuel throughput per site of
the top five players in Turkey'How is the service station network evolving and which players are opening new outlets, as well as
increasing forecourt shops and car washes'What strategies do the key players have across their fuel and non-fuel offerings in terms
of products sold, branding, partnerships and suppliers used'

Table of Content

THIS BRIEF IS DELIVERED IN A POWERPOINT PRESENTATION FORMAT
'Please select the Slidepack download option
CONTENTS SUMMARY
'Service station competitor overview
- Metrics for the top three fuel retailers in terms of fuel volume share and the number of service stations, motorway sites, unmanned
sites, shops, and car washes.
'Service station market overview
- A brief synopsis of the service station market and basic commentary regarding fuel consumption, fuel prices, network changes, fuel
volumes and network forecasts, motorway sites, unmanned sites, and shop and car wash penetration.
'Company-level charts showing:
- Service station network size by brand, 2011
- Fuel volume market share by brand, 2010
- Motorway service stations by brand, 2011
- Unmanned service stations by brand, 2011
- Competitor ranking in 2010 compared to 2009
'Top five fuel retailers' fuel and network information, including:

Service Station Retailing in Turkey 2011 (From Slideshare) Page 1/5


- Network size
- Motorway sites
- Unmanned sites
- Company owned and dealer owned sites
- Fuel volume market share
- Average throughput
- Types of fuel sold
- Additional secondary information (e.g. LPG sites, planned expansion/divestments)
'Top five fuel retailers' shop sites, including:
- Shop network and penetration, over five years
- Shop proposition, brand name, partnerships, and additional secondary information
'Top five fuel retailers' car wash sites, including:
- Car wash network and penetration, over five years
- Car wash types, manufacturers, and additional secondary information
'Top five fuel retailers' commercial fuel card and B2C loyalty card offerings
- Basic marketing information on card features, such as network acceptance and incorporated services, and pictures of loyalty and
fuel cards.
'Market-level charts showing:
- Total service stations, cars per service station, and population per service station, over five years
- Car parc and population per car, over five years
- Proportion of petrol and diesel cars, over five years
- Total fuel volume sales through service stations, average fuel volumes per car, average fuel volumes per service station, over five
years
- Global oil prices, 95 octane petrol prices, 98 octane petrol prices, and autodiesel prices, over eight years
- Total diesel sales value in euros, total petrol sales value in euros, average fuel spend per car in euros, average fuel spend per
service station in euros, over five years
- Total motorway service stations, over five years
- Total unmanned service stations, over five years
ANALYSIS SUMMARY
'The number of service stations in Turkey rose by over 1% in 2010
- Independent fuel retailers account for half of all sites in Turkey
- The top five fuel players command almost 80% of the fuel volume share
- Petrol Ofisi dominates the motorway service station network in Turkey
- The number of Petrol Ofisi-branded sites fell by 20% in 2010
- Shell's fuel retail network contracted by almost 180 sites in 2010
- Opet accounts for just under 10% of all service stations in Turkey
- BP has the highest average throughput out of the top five players
- TOTAL has lost fuel volume market share since 2006
'Less than half of all service stations in Turkey feature a shop
- Petrol Ofisi leads the Turkish service station shop market
- BP has the highest share of company sites with a shop
- Petrol Ofisi has shops at 80% of all its service stations
- Over two-thirds of Opet-branded sites feature a shop
- The number of Shell sites with a shop fell by 15% in 2010
- Almost all BP-branded service stations in Turkey feature a shop
- TOTAL has been expanding its Bonjour shop concept in Turkey
'The number of sites with a car wash fell by over 6% in 2010
- Petrol Ofisi and Opet operate over half of all forecourt car washes



- Almost half of all Petrol Ofisi-branded sites feature a car wash
- The number of Opet sites with a car wash fell by 8% in 2010
- Nearly two-thirds of all BP-branded sites feature a car wash
- TOTAL sites with a car wash account for 5% of the national total
'In 2010, total fuel consumption in Turkey increased by over 2%
- The number of cars per fuel station in Turkey is gradually rising
- The Turkish car parc has grown by over 20% since 2007
- In Turkey, total fuel volume sales grew by 2% in 2010
- Fuel prices peaked to unprecedented highs in 2010
- Diesel sales made up 60% of the total fuel sales in 2010
- Over 670 service stations are located on the motorways in Turkey
APPENDIX
'All data are taken from our 2011 Service Station Retailing Database
- Stage one: agree scope and definitions
- Stage two: collating the information
- Stage three: data-inputting and checks
- Stage four: full data finalization check
'Further reading
'Ask the analyst
'Disclaimer


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Service Station Retailing in Turkey 2011

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