Strategy to Create Competitive Advantage

with Asset Integrity and Reliability.

Student Name: Amit Kumar
Student ID: EJN22MOL34
Batch: ME06
Specialization: Operations Management
Industry mentor: Mr. Mohd Al Dallak

S P Jain School of Global Management

Table of Contents
1. Introduction:.......................................................................................................................4

1.1 Emarat Vision:..............................................................................................................4

1.2 Emarat Mission:...........................................................................................................4

1.3 Emarat Strategy:..........................................................................................................5

1.4 Emarat Value:..............................................................................................................5

1.5 Joint venture Facility “Emoil Emdad Terminal”...........................................................5

1.6 Opportunity & Challenge in Hand...............................................................................5

2. Literature Review:...............................................................................................................5

3. Research Methodology.......................................................................................................6

4. Potential Outcomes:...........................................................................................................6

References..................................................................................................................................7

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Abbreviation:
JV: Joint venture.
Emarat: Emirates General Petroleum corporation.
BP: British Petroleum.
M&R: Maintenance and Reliability.

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1. Introduction:

Emirates General Petroleum Corporation also knows as “EMARAT” was established in 1980
by the UAE Federal Government (Emarat, 2023). Emarat owns and operates more than 100
service stations in Dubai and Northern Emirates. Emarat is one of the pioneers in the UAE
petroleum industry. Emarat offers Services such as Supply of gas products, Lubricants,
Convenience Store, Lube Express, Retail Fuel & non-Fuel, Bokeria, Station Outlets and
aviation Fuel. As a modern fuel services company that comprises commercial fuel and
petrol products, terminalling and distribution facilities. Emarat is a highly customer-oriented
organization.
According to Emarat’s director general (Emarat TownHall, 2023) Mr. Ali Khalifa Al Samsi
“Emarat goal is to become UAE No.-1 Oil company in term of customer satisfaction”.
Emarat is on its way of integrated transformation strategy journey, Having focus on four key
success factors:
 Ambitious.
 Adaptable.
 Speedup transformation.
 Resilience.
Emarat have served the United Arab Emirates over four decades by putting quality, value
and above all, service at the heart of all Emarat do. As per the announcement made by
Emarat chief Transformation Officer Mr. Sultan Alghfeli (Emarat TownHall, 2023), Emarat is
aiming to launch its IPO and to achieve this, “the vision is to transform Emarat into most
profitable business and double the EBITDA by 2025.”

1.1 Emarat Vision:

Serve our communities with honor. Provide energy with excellence to sustain and improve
lives (Emarat, 2023).

1.2 Emarat Mission:

To efficiently provide quality petroleum products and services, so as to delight and deliver
value to our customers whilst maintaining the national, public and government interest
(Emarat, 2023).

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1.3 Emarat Strategy:
Accordingly, to (Emarat, 2023), Emarat strategy pillars are:
 Performance-Driven Organization.
 Operational Excellence.
 Profitable, Sustainable Growth.
 Best Customer Experience.

1.4 Emarat Value:

Emarat is committed to create valve for its investors, Stakeholder & customers. (Emarat,
2023). Emarat values are:
 Safety.
 Integrity.
 Excellence.
 Customer-centricity.
 Performance-driven.

1.5 Joint venture Facility “Emoil Emdad Terminal”.

Emoil Petroleum Storage & Emdad Aviation fuel Storage are two Joint venture entity in Jebel
Ali petrochemical area. Emoil is a JV partners are Emarat and BP, whereas Emdad JV
partners are Emarat, BP & Shell.

Emoil is in the oil Storage terminal renting business. And Emdad business is to supply the
Jet-A1 aviation fuel to Dubai International Airport.

Researcher Mr. Amit will investigate the issues related to the Emoil Emdad terminal asset
integrity & reliability and create a strategic direction to optimize Terminal’s M&R
operations.

1.6 Opportunity & Challenge in Hand.

Hg

1.6.1 Research Objective:

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2. Literature Review:

3. Research Methodology

4. Potential Outcomes:

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References
(2023, Sep 25). Retrieved from Emarat: https://emarat.ae/
Emarat TownHall. (2023, March 10). Retrieved from Youtube:
https://www.youtube.com/watch?v=NZ361Ia7lNM
SMRP Best Practices Committee. (2020). Body of Knowledge CMRP. Society For Maintenance
& Reliability Professional.
SMRP Best Practices Committee. (November 2020). SMRP Best Practices KPIs 6th Edition.
Society For Maintenance & Reliability Professional.

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