TABLE OF CONTENT

INTRODUCTION................................................................................................................................. 2
CRITIQUE ELEMENTS ..................................................................................................................... 4
CONCLUSION ..................................................................................................................................... 7
REFERENCES ...................................................................................................................................... 8
INTRODUCTION

As a result of the dramatic decline in oil prices in 2014, marketing managers at

worldwide oilfield service firms were put under a great deal of pressure to adapt their strategies
to meet the requirements of the new market. The researcher who conducted this study observed
that certain marketing managers require additional techniques to leverage profits during
economic slowdowns to remain competitive. In the piece titled "Marketing strategies to
enhance profitability among international oil and gas service companies," Hesameddin Zafari
carefully studies multiple case studies to investigate marketing strategies that were successfully
implemented by senior marketing managers of international oilfield service companies in the
Middle East to improve sales performance, revenues, and profits during periods of declining
oil prices. Zafari's research was published in Marketing Strategies to Enhance Profitability
Among International Oil and Gas Service Companies. In spite of the fact that this study has
produced outstanding and valuable discoveries that can be used in the future, there are certain
limitations that should be brought to your attention.

This study included a total of five participants as its sample group. The list of companies
that had attended the 2016 edition of the biennial Abu Dhabi International Petroleum
Exhibition and Conference (ADIPEC) was used to select the five companies that would
participate in the event. One of the most important and well-attended oil and gas conferences
in the world is ADIPEC. The five individuals who took part in this study are marketing
managers at separate organizations who successfully implemented strategies that improved oil
performance, revenues, and profits despite a general downward trend in oil prices. Participants
who took part in this survey had earned at least ten years of experience working in the company
they were working in during the year when the oil price began to fall, which began as previously
in 2014.

To get the greatest results for the case study, the researcher for this study chose the
qualitative technique, which is the most appropriate way. An in-depth comprehension of
phenomena and information exploration from individuals' standpoints were made possible by
the methodologies' flexibility in the study. To address the goal of the study, the qualitative
technique is appropriate. As the study's goal is to explore the strategies senior marketing
managers of international oil and gas service companies use to improve sales performance,
revenues, and profits, a case study was chosen by Zafari as the most appropriate qualitative
design for this study. Multiple case studies were also chosen as the design.This research sought
to answer the question, "What strategies do senior marketing managers at ISCOGI use to
enhance sales performance, revenues, and profits during periods of declining oil price?" This
question served as the primary focus of the investigation.

There were several restrictions, as mentioned by Zafari when carrying out this study. One
of the drawbacks associated with interviewing replies. The results' generalizability was one of
several limitations. The probable loss or absence of participants is last but certainly not least.
Zafari also made a point to emphasize the significance of his research. Leaders in the oil and
gas sector who thoroughly understand marketing tactics can pinpoint the best methods for
boosting sales performance, revenues, and profits during times of falling oil prices. The study
may also point to various marketing techniques business executives employ in various regions
to boost sales and profits. Last but not least, the findings of this study may also reveal if local
residents could have an impact on the creation of effective marketing plans during periods of
falling oil prices.

Hessameddin Zafari, the article's author, concludes that marketing methods, directly and
indirectly, affect how well corporations do financially. Any organization engaged in
international trade must fully grasp and recognize the proper techniques that could result in
improved productivity, income, and profits. Five key themes emerged after extensive
investigation, including interviewing the chosen participants and analyzing the
companies' annual reports and website content. The themes supplied supportive information
about the study's conceptual framework and confirmed the findings of earlier literature and
scholarly works.
CRITIQUE ELEMENTS

Hesameddin Zafari mentioned in the article Marketing Strategies to Enhance Profitability

Among International Oil and Gas Service Companies that the study aims to analyze the
marketing strategies carried out by five senior marketing managers selected during ADIPEC
in 2016. Highlighting an article's advantages and disadvantages is essential because it
encourages readers to exercise critical thought. The readers can recognize the strengths and
weaknesses of the report by cultivating the appropriate thinking abilities. With this ability, the
reader may be better able to judge the overall authenticity and quality of the information in an
article.

The article has several strengths. Firstly, the author demonstrates a comprehensive
understanding of the topic by effectively summarizing and synthesizing existing literature. This
foundation in theory and previous research enhances the credibility of the study. The article
provides valuable insights into the marketing strategies employed by international oil and gas
service companies, drawing from a qualitative research approach involving interviews with
industry managers. The qualitative approach allows for in-depth exploration of the topic and
provides rich insights into the strategies employed. According to Cleland (2017), as of its
emphasis on investigating “how” and “why” aspect of study topic, qualitative research holds
significant value in the field of research. This approach facilitates a more profound
comprehension of experiences, phenomena and the contextual of environment. A deeper
understanding of a topic may able to be achieved through qualitative research methods. This
method involves exploring aspects of the human experiences that may not be able to be
quantify.

However, there are some weaknesses to consider. One significant weakness is the lack of
data analysis. While the author mentions utilizing company annual reports and website content
as sources, no tabulation or charts are provided to present the data used in the research (Zafari,
n.d.). The absence of data analysis undermines the credibility of the study, as it fails to provide
empirical evidence to support the statements and responses provided by the participants. Proper
data analysis, such as tabulations and charts, would have strengthened the study by presenting
tangible evidence and enhancing its reliability and trustworthiness. For example, the author
could have presented statistical data on key financial metrics, customer satisfaction ratings, or
market share changes to illustrate the impact of marketing strategies on profitability. The
existance of data analysis in this research may be used as solid evidence that the methods
mentioned by the respondent are indeed actually able to save the oil and gas services companies
to able to go through the depletion of oil and gas prices in the year 2014. Future senior
marketing manager may also use this research as their future reference for their company.
According to Shinde (2023), data analytics is an effective tool that has the ability to help
organisations in increasing their daily operations and obtaining the exceptional economic
results of their company. In order to fully use these advantages, it is a requirement to have in-
depth knowledge of the subject and competency in gaining state-of-the-art methodologies to
get the most satisfying result.

Another weakness is the absence of clearly stated hypotheses. Based on the study Bradford
(2022), the idea of hypothesis is in to have possible respond or outcome regarding the research
made of future experiments. These possibilities can be gained either by previous study or theory
made by the researcher themselves. The author does not articulate any hypotheses for the study,
which diminishes the scientific rigor of the research (Zafari, n.d.). Hypotheses play a crucial
role in scientific inquiry, providing a clear framework for guiding the investigation and
establishing specific research objectives. By formulating hypotheses, the author could have
further strengthened the study by defining specific expectations and research goals.
Additionally, the author missed an opportunity to build upon previous research and theoretical
frameworks. By examining previous studies on how marketing managers have managed
company revenue during the decline of oil prices in 2014, the author could have identified
patterns and trends, enabling the formulation of informed hypotheses based on established
knowledge (Zafari, n.d.). This approach would have enhanced the theoretical grounding of the
research and contributed to a more comprehensive understanding of the topic.

The lack of transparency regarding the author's credentials and potential bias also raises
concerns about the article's objectivity and reliability. According to Thon and Jucks (2017), the
credibility of an author can be defined as the credentials and other qualities that may indicate
the source is either reliable or not for the future use. The credibility of an author helps to support
theories in the future research as well as arguments in essay or research paper. Without clear
information about the author's background and expertise in the field of marketing and the oil
and gas industry, it becomes difficult to assess their qualifications and determine the extent to
which they are qualified to write on this topic. Including information about the author's
professional background, academic credentials, and relevant experience would have provided
readers with a better understanding of the author's qualifications and expertise. Additionally,
the article does not disclose any potential conflicts of interest that might influence the author's
perspective or findings, further limiting transparency.

Furthermore, the article does not discuss the timeliness of the research, as there is no
information provided regarding its publication date or availability. This omission raises
questions about the relevance of the information presented and whether it is still applicable to
the current industry landscape. Given the dynamic nature of the oil and gas industry, it is
essential to consider the timeliness of research findings to ensure their applicability and
validity. Including information about the publication date and availability would have allowed
readers to assess the currency and relevance of the research. Additionally, the article could
have provided a discussion on the current industry trends, challenges, or changes that may
impact the effectiveness of the marketing strategies discussed.
CONCLUSION

In conclusion, the article written by Hesameddin Zafari offers extremely helpful

insights into marketing tactics that can be utilized by worldwide oil and gas service companies
to improve their profitability. The author exhibits an in-depth understanding of the subject
matter and integrates pertinent theory and previous research into the discussion. However, the
article includes a number of significant flaws, the most obvious of which is a lack of data
analysis and assumptions that are articulated in a clear manner.

These omissions restrict the robustness and scientific rigor of the study. In addition,
there is a lack of clarity regarding the author's credentials and the possibility of bias; in addition,
there is a lack of clarity regarding the timeliness and relevance of the research; all of these
factors create issues about the objectivity and application of the paper.

In future research, data analysis could be incorporated, explicit hypotheses could be

formulated, transparent reporting of author credentials could be provided, any conflicts of
interest could be disclosed, and the timeliness and relevance of the research could be
established (Zafari, n.d.). These are some of the limitations that the current study has. Further
research can contribute to a more comprehensive understanding of marketing techniques for
boosting profitability in the international oil and gas service industry if it focuses on correcting
the flaws that have been identified.
REFERENCES

BRADFORD, A. (20 JANUARY, 2022). LIVES SCIENCE. Retrieved from WHAT IS

SCIENTIFIC HYPOTHESIS: https://www.livescience.com/21490-what-is-a-scientific-
hypothesis-definition-of-hypothesis.html

Cleland, J. A. (29 MAY, 2017). NATIONAL LIBRARY OF MEDICINE. Retrieved from THE
QUALITATIVE ORIENTATION IN MEDICAL EDUCATION RESEARCH:
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5465434/#:~:text=Conclusion-
,Qualitative%20research%20is%20very%20important%20in%20educational%20research%2
0as%20it,numbers%20to%20understand%20human%20experience.

SHINDE, S. (28 FEBRUARY, 2023). EMERITUS. Retrieved from THE IMPORTANCE OF

DATA ANALYTICS: HOW DOES IT BENEFIT A BUSINESS?
https://emeritus.org/blog/data-analytics-data-analytics-benefits/

Thon FM, Jucks R. Believing in Expertise: How Authors' Credentials and Language Use
Influence the Credibility of Online Health Information. Health Commun. 2017 Jul;32(7):828-
836. doi: 10.1080/10410236.2016.1172296. Epub 2016 Jul 28. PMID: 27466693.