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html FindAssignment:Your Homework Paradise Tuesday, May 13, 2008 PETRONAS 1.0 EXECUTIVE SUMMARY The market for petroleum products is highly competitive, with major multinational corporations especially in a mix-market country. PETRONAS markets its products directly to customers as well as through its network of service stations, LPG dealers and industrial dealers. What sets them apart are the variety of products, services, promotional strategy, product branding and image, company identity and marketing strategies. The marketing strategy that been analyzed in this assignment are Dealing with Competition, Segmentation, Targeting Strategy, and Positioning, and Marketing promotion – Integrated Marketing Communications (IMC) and Promotion Mix. In a market, there would be two different market categories: consumer markets and business markets. As for oil and gas company, PETRONAS falls into both market categories which are consumer markets and business markets. Meanwhile, PETRONAS also considered as business market which they selling their oil and gas to business companies for resale or producing another products. PETRONAS major product sale are fuels and lubricants for Malaysia’s market. Meanwhile, lubricant products produced by PETRONAS into five categories that are passenger car motor oil, motorcycle oil, duty engine oil, industrial & marine oil and, transmission and gear oil. Under these segments, PETRONAS offered varieties of products which key is to target different group of market and increase market shares. After examining the market segmenting for PETRONAS products, PETRONAS will then have to devise a promotional effort to market their products. PETRONAS, like any other company, has its own promotion mix. 2.0 INTRODUCTION The company we have chosen to analyse is Petroliam Nasional Berhad, or more commonly known as PETRONAS. PETRONAS is an oil and gas company developed in Malaysia and aimed at the distribution of the Malaysian oil and gas resource. PETRONAS’ goal is to bring maximum satisfaction to customers through quality products and services, as well as continuous improvement. The market for petroleum products is highly competitive, with major multinational corporations especially in a mix-market country. PETRONAS markets its products directly to customers as well as through its network of service stations, LPG dealers and industrial dealers. Its marketing activities are well supported by a comprehensive logistics and distribution system, all strategically located to ensure a reliable supply of products at all times. PETRONAS has similar products with other oil companies and thus competition is close and tight. Competitors in the market include SHELL, ProJET, and Esso. Furthermore, price controls by the government deter pricing difference with its competition. However, being the national petroleum company, PETRONAS has an advantage over other companies. To overcome these setbacks and make full use of the advantages it has, we have decided to analyse PETRONAS’ marketing strategy using 3 topics; dealing with competition, segmentation, targeting strategy, 1

and positioning, integrated marketing communication and promotion mix. After analyzing the company, its situation and its current marketing strategy, we will draw our conclusions and recommendations on what we think are the best ways to improve PETRONAS’ marketing strategy. 2.1 PETRONAS – Competitive Position PETRONAS has a number of competitors in the oil and gas market, such as, SHELL, PROJET, BP, and ESSO. Generally, all these companies have similar products and services. What sets them apart are the variety of products, services, promotional strategy, product branding and image, company identity and marketing strategies. Currently, PETRONAS is a major player in the industrial market for oil and gas, within Malaysia, hopefully expanding its branches towards even more prospective neighbouring countries. With the support from the government, as a national oil and gas producer, PETRONAS has set its identity at a level of equal with its major competitors, mainly SHELL. With these competitions, PETRONAS looks into their marketing strategy in order to rank in more potential customers. In our report of PETRONAS’ marketing strategy, we analyze PETRONAS’ ability of:

– Integrated Marketing Communications (IMC) g promotion – The Promotion Mix

3.0 ANALYSIS AND DISCUSSION 3.1 Dealing with competition; segmenting, targeting, & positioning strategies A market is anyone with needs, capable of purchasing products or services. In a market, there would be two different market categories: consumer markets and business markets. As for oil and gas company, PETRONAS falls into both market categories which are consumer markets and business markets. Consumer who uses oil and gas for self used purpose is classified as consumer markets for example household. Meanwhile, PETRONAS also considered as business market which they selling their oil and gas to business companies for resale or producing another products. To illustrate it, a food manufacturing needs fuel as raw material in order to operates its machineries to produce foods. According to website of Petronas Dagangan Berhad’s “About Us”, PETRONAS’s consumers for fuels are motorists, households, airlines, shipping lines, transporters, plantations, processing and manufacturing plants, power stations and commercial enterprises (2006).

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. major competition only accounted only 30. PETRONAS delivered its products throughout the country. targeting and positioning strategies because they produce same products. According to an article name “Who is Master Ma?” by AdAgeChina. an advertising agency. 3. duty engine oil. 3 .. p. PETRONAS should look into other marketing strategies to strengthen their products and brand in the market. and industrial fuels. Therefore. The fuels were divided into three segment that are automotive. 410). Where overall market share (total all product) improved to 40% from 38.2 INTEGRATED MARKETING COMMUNICATIONS (IMC) Integrated Marketing Communications (IMC) is the coordination of promotional efforts for maximum informational and persuasive impact (Pride et al. lubricant products produced by PETRONAS into five categories that are passenger car motor oil. Under these segments. aviation. PETRONAS had its own ideology in attempting consumers. PETRONAS major product sale are fuels and lubricants for Malaysia’s market. Refer to appendixes …………Chinese (I put in da folder)…………………These unique types of ads determine why PETRONAS is successful marketing strategies to attract buyers in new market such as China. it boosts the total of market share. 2003. 2006. marketing promotion is extremely essential as PETRONAS’s promotion is to create fundamental images and brands to the markets. the CEO reported the Company strengthened its market leadership position and widened the gap against our closest competitor. which are fuels and lubricants.. it report that PETRONAS used ads to create buzz in mysterious campaign to captured the attention of hundreds of thousands of curious Chinese viewers (Madden 2006). It was fact that Competitors in the same oil and gas industries business have the same. p. in the other hand. segmenting. PETRONAS can be seen as having the transition of entering differentiated strategy. 379). transmission and gear oil. Referring to appendix ……… PETRONAS Corporate Website (which I put at da folder of must print appendix)………………. The oil and gas industry for PETRONAS is vast and the market can be of both consumers and business purposes. PETRONAS offered varieties of products which key is to target different group of market and increase market shares. In another definition. To deal with the competitive business environments.PETRONAS level of market segmentation is classed into mass marketing because the petrol in Malaysia is the same price with other petrol station such as Shell or Esso.. directly to customers as well as through its network of service stations. motorcycle oil. consistent and compelling message about the organisation and its products (Kotler et al. Thus. IMC is claim as the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear. PETRONAS equipped themselves against rivalry such as SHELL and ESSO in Malaysia by offering numerous products that target specific market for varieties consumers to strengthen the identification on the market. In differentiated strategy field. Meanwhile. LPG dealers and industrial dealers. it shows the segmenting on fuels and lubricants products which produced by PETRONAS.9% in the previous year. According to Petronas Dagangan Bhd’s annual reports. Differentiated strategy defined as where an organization focuses on two or more segments where it is an expansion from concentrated strategy. industrial & marine oil and. Preparing and anticipating the competitors are one of the drives that cause he change in PETRONAS to diversity.2% (2005).

3. Identify Target Audience PETRONAS has identified the target audience for their Synthium product. who are seeking for motorcycling adrenalin. 2.After examining the market segmenting for PETRONAS products. Select Media PETRONAS has promoted their products through different media. 5. STEPS IN INTEGRATED MARKETING COMMUNICATION (IMC) In PETRONAS. With one of their tag line. PETRONAS targets their message to safety. One of which is the commonly seen newspapers. which is the motorcyclist. The promotional effort depends on PETRONAS decision on how much they would want to spend. Select A Message There are different appeals that PETRONAS could aim for in order to market their Synthium. “Safety Outdoor”. Below is a few examples of the message PETRONAS conveys to its consumers. which is an appropriate tag line because. One of which for the product would be that of safety. Select Message Source 4 . about PETRONAS products. generally. there would be steps in ensuring IMC. An example to illustrate PETRONAS’ product placement promotion would be that of a F1 car. mainly the motorcyclist. Motorcyclists are also within the age group of youths. Besides newspapers. PETRONAS will then have to devise a promotional effort to market their products. safety is the main concern in everyone. which is widely known to anyone who is into F1 car racing. Below is an example for a PETRONAS Synthium product: 1. 4. PETRONAS has venture into product placement. PETRONAS will then persuade them to purchase their product. In the diagram below. After informing the targeted audience. Identify Communication Objective The main purpose for the communication objective is to inform the public. it shows IMC’s main communications elements.

Think of it like a cake mix. However if you vary the amount of one of the ingredients. to name a few. These ads usually portray family. South Africa. training and higher income. It can be similar to that of product placement. the basic ingredients are always the same. planned and sustained effort to establish and maintain mutual understanding between an organization and its publics' (Institute of Public Relations). the final outcome is different. the most noticed and effective advertising media used by PETRONAS is television advertisements. In PETRONAS. 3. Vietnam. PETRONAS. and racial values which have an emotional effect on viewers and because of the unique way in which these values are portrayed. Advertising PETRONAS uses a great deal of advertising to promote its product and services. friendship. Below is the detailed discussion of each element. as the drivers of the cars are acting as PETRONAS’ endorser / ambassador. The advertising media PETRONAS applies are newspapers. posters. Hari Raya. PETRONAS’ television ads have always been unique and catchy. Deepavali. has its own promotion mix. The promotion mix of a company is the combination of different elements of promotion to create a complete package suitable to the company’s product and services. public relations. and magazines. Public Relations Public Relations defined as 'the deliberate. However. public services. Under its CSR. 6. banners. You can 'integrate' different aspects of the promotions mix to deliver a unique campaign.3 PROMOTION MIX Great products or services would not generate income if not properly promoted. the community in that area benefits from PETRONAS’ entrance to the market as this would provide the community with skills. PETRONAS ads have become a favourite to viewers. Thailand. word-of-mouth. there will be feedback forms available to the public to provide their views on the product and services of PETRONAS.000 students from Malaysia.Selecting a message source would be promoting PETRONAS products through endorsement or through word of mouth. Obtain Feedback Obtaining feedback is a must to ensure that a company is heading in the right direction of satisfying their customers. These ads are usually released in conjunction with major national celebrations such as the National Day. PETRONAS develops its public relations through scholarships. It is the same with promotions. like any other company. 5 . television advertisements. PETRONAS contributes to sustainable economic development by developing infrastructure in areas where it sets up petrol stations. The elements include. and event organizing. To date. and sales promotion. Also. and Chinese New Year. advertising. PETRONAS has provided educational assistance to more than 13. Sudan and Turkmenistan (Morris 200. The PETRONAS Scholarship Programme is one of its Corporate Social Responsibility (CSR) activities to help students further their studies.

All companies have this element of marketing in their promotion mix but the difference in every company is the degree of word-of-mouth marketing being applied in their promotion mix. – In terms. on oil and gas history.Word-Of-Mouth Word-of-mouth marketing truly is the world's best-known marketing secret. With an aggressive market. which educates the public. 4. targeted to racing enthusiasts. mainly children. through service stations. This is visible through their PETROSAINS Museum. Examples: oil pumps handles. That is what word-of-mouth is all about. This creates in them a sense of belonging and connecting to PETRONAS on a personal level. with games and activities. PETRONAS could create a specific product line.0 RECOMMENDATION – PETRONAS could deliver more for their products. The things they say may not directly promote your product but it creates awareness about your company. tire pumps and their products at ‘MyMesra’ outlets. consumers would inevitably talk about PETRONAS. It is an unofficial technique of promoting products and services and it requires basically no cost at all. Shared by FindAssignment Team at 7:12 PM Labels: Marketing Newer Post Older Post Home 6 . in Kuala Lumpur. customers talking about your company. PETRONAS has quite a high degree of word-of-mouth marketing. PETRONAS should have regular maintenance of their services and products. of maintenance. These activities can be brought forth to the public. In accordance to that. PETRONAS has adapted to that environment by delivering products and services at their best ability. PETRONAS could target the public even more through their website. PETRONAS could have an interactive menu to educate the public about their products. 5. PETRONAS has ventured into the oil and gas industry for quite some time (32 years) (PETRONAS 2005). mainly the drivers themselves. due to its good public relations and different approach to advertising. through interactive games.0 CONCLUSION Overall. – PETRONAS could segment their products to different target market. – Through their website.

petronas. guiding our corporate activities and policies. Vision Statement To be a Leading Oil and Gas Multinational of Choice Mission Statement     We are a business entity Petroleum is our core business Our primary responsibility is to develop and add value to this national resource Our objective is to contribute to the well-being of the people and the nation Shared Values Our values are embedded in our culture as the backbone of our business conduct. reflecting our sense of duty and responsibility in upholding our commitment towards contributing to the wellbeing of peoples and nations wherever we operate.my/about-us/Pages/vision-mission.com.aspx Vision. Loyalty Loyal to nation and corporation Integrity Honest and upright Professionalism Committed. setting our course for the future.http://www. Mission & Shared Values Vision and Mission These statements define PETRONAS as an organisation. innovative and proactive and always striving for excellence Cohesiveness United in purpose and fellowship 7 .

PETRONAS also expects that contractors. Benchmarked to international standards. This is also in keeping with the principles of the Corporate Enhancement Programme. The CoBE is accompanied by a CoBE Guide that sets out frequently asked questions and some “Dos” & Don’ts” in relation to certain specific situations. The CoBE will not only promote legal and procedural compliance.aspx Governance (TADBIR URUS). consultants. as well as technological developments. The CoBE will have separate Country Supplements to cater to local jurisdictions’ applicable legislation and social mores. The CoBE is to apply to all employees and directors within the PETRONAS Group worldwide. some provisions of the CoBE will be modified to adapt the CoBE to the requirements of the local jurisdictions where PETRONAS is operating. As we expand and grow our business and geographies.http://www. I believe it is timely and important for us to revise and harmonize the existing Code with our operations globally so as to enhance consistency and support effective management oversight. This CoBE is enhanced to accommodate developments in local and international laws and practices.com. every employee in this organization has a stake in the governance process. The CoBE. professionalism. law-abiding culture provides enormous benefit to an organization like ours. the Country Supplements (where applicable) and the CoBE Guide will be printed in booklets and distributed to all employees and will also be available on PETRONAS’ website for viewing by third parties dealing with the Company as well as the general public. Whilst our shared values define what we believe in and what we stand for. In view of the CoBE’s international application. Our shared values of loyalty.my/about-us/governance/Pages/default. the inculcation of our shared values across the group becomes increasingly important. The CoBE contains detailed policy statements on the standards of behavior and ethical conduct expected of each individual to whom the CoBE applies. integrity and cohesiveness will continue to stand us in good stead in everything we do and are the very foundation of the PETRONAS General Business Principles. agents. the CoBE together with our shared values will serve as a guiding beacon concerning how all of us are expected to conduct ourselves in our work. Accordingly. which are aimed at positioning our mind-set and behaviour for an intensified business focus. In particular. bribery and other corrupt activity not only by employees and directors but also by third parties performing work or services for or on behalf of companies in the PETRONAS Group. the existing Code has been revised and renamed the PETRONAS Code of Conduct and Business Ethics (“CoBE”). but it will also provide a moral compass to ensure that our individual behavior is in line with the PETRONAS Shared Values.petronas. the CoBE expressly prohibits improper solicitation. 8 .PENGURUSAN Foreword by the President and CEO With the increased attention being given to corporate governance matters in today’s environment. subcontractors. Maintaining an ethical. representatives and others performing work or services for or on behalf of PETRONAS will comply with the relevant parts of the CoBE when performing such work or services.

PETRONAS has also reintensified efforts to strengthen Malaysia’s upstream industry through the enhancement of fiscal terms and the introduction of new petroleum solutions. Together with its subsidiaries and associated companies. I hereby launch the new CoBE and the CoBE Guide for the PETRONAS Group. Its business activities include (i) the exploration. crude oil and petroleum products. it is incumbent upon each and every one of us to internalize and abide by this CoBE. sale and transportation of LNG. 9 . PETRONAS is entrusted with the responsibility to develop and add value to the nation’s hydrocarbon resources. a FORTUNE Global 500® company. (vi) the trading of crude oil. (iv) the refining and marketing of petroleum products. PETRONAS strives to contribute to the well-being of the people and nations wherever it operates by developing and adding value to oil and gas resources in a manner that carefully balances commercial. and (vii) shipping and logistics relating to LNG. Exploration & Production Business As custodian of Malaysia’s oil and gas resources.com. Dato' Shamsul Azhar Abbas President and Chief Executive Officer http://www. PETRONAS. (iii) the processing and transmission of natural gas and the sale of natural gas products. but PETRONAS soon saw the need to take on a bigger and more proactive role in augmenting the nation’s oil and gas reserves.petronas. PETRONAS focused its efforts on managing the production sharing contractors who were exploring Malaysian acreages. has fully integrated oil and gas operations in a broad spectrum of the oil and gas value-chain. In the early years. petroleum products and petrochemical products.my/about-us/Pages/corporate-profile.As an employee of PETRONAS Group. (v) the manufacture and sale of petrochemical products. The PETRONAS Board of Directors and Management attach great importance to the CoBE and urge that everyone in the PETRONAS Group make it a personal commitment to follow the CoBE. environmental and social considerations.aspx PETRONAS Home > About Us > Corporate Profile Corporate Profile About PETRONAS PETRONAS is the national oil and gas company of Malaysia and is wholly-owned by the Government of Malaysia. With this. leveraging on the Government’s new tax incentives. (ii) the liquefaction. It is the responsibility of each LINE MANAGER to ensure that our employees uphold the CoBE. development and production of crude oil and natural gas in Malaysia and overseas.

Over the years. with a combined capacity of 24 million tonnes per annum. Abroad. Utilities & Power business. having sold more than 7. PETRONAS operates one of the world’s largest LNG facilities in Bintulu. while continuing to grow its LNG presence in the Atlantic basin. liquefied natural gas (LNG) and power player. One of the key drivers of its business growth is deepwater E&P. 10 .000 cargoes since the establishment of its first LNG plant in 1983. Gas & Power PETRONAS’ Gas & Power Business aspires to be a leading integrated gas. Global LNG business and Infrastructure. To create greater focus in these core areas of growth. PETRONAS is determined to defend its significant traditional Far East market and seize opportunities on the growing spot market. PETRONAS has developed capability as a hands-on operator with a track record of successful oil and gas developments. which consists of three plants. PETRONAS Carigali works alongside a number of petroleum multinational corporations through Production Sharing Contracts (PSCs) to explore. The Petroleum Management Unit of PETRONAS acts as resource owner and manager of Malaysia’s domestic oil and gas assets. PETRONAS has sustained its market position and preserved its reputation as a reliable supplier of LNG. the business has been structured and streamlined into two major portfolios. PETRONAS continues to strengthen its position by securing new acreages while undertaking various development projects. PETRONAS is also involved in LNG and energy trading activities through its marketing arms in Malaysia and Europe (PETRONAS LNG Ltd and PETRONAS Energy Trading Ltd). As a global LNG player. PETRONAS commands a sizeable LNG market share in the Far East. Global LNG PETRONAS’ global LNG business comprises the production and sale of LNG through its domestic operations in Bintulu. with many positive prospects emerging in Malaysian acreages.Through its Exploration & Production (E&P) subsidiary. LNG Dua and MLNG Tiga. PETRONAS continues to harness and develop new technologies to maximise opportunities and further strengthen its capabilities as part of its ongoing efforts to become a leading global E&P player. At present. MLNG. Sarawak (PETRONAS LNG Complex) and overseas operations in Egypt (Egyptian LNG). It manages the optimal exploitation of hydrocarbon resources and enhances the prospectivity of domestic acreages to attract investment and protect the national interest. Sarawak. develop and produce oil and gas in Malaysia. PETRONAS Carigali Sdn Bhd (PETRONAS Carigali).

marketing of crude oil and petroleum products locally and internationally. Entry into the power business will support PETRONAS’ vision to be an integrated energy company. as well as through manufacturing and marketing of petrochemical products. operates the Peninsular Gas Utilisation (PGU) system. Globally. PGB is also developing Malaysia’s first LNG Regasification Terminal in Melaka. such as ethane. butane and condensates. Utilities & Power PETRONAS’ Infrastructure. Indonesia and Thailand. and the expansion of Malaysia’s petrochemical industry through the use of gas derivative products. the use of natural gas products for power generation and utilities. The business is leveraging on its widely respected operational excellence and sustainable energy developments. which includes electricity and carbon trading. industrial and commercial sectors in Peninsular Malaysia. PETRONAS is also committed to further grow in the power and renewable energy business. which is due for completion in July 2012. Downstream Business PETRONAS’ Downstream Business plays a strategic role in enhancing the value of Malaysia’s oil and gas resources through its integrated operations in refining and trading. PETRONAS Gas Berhad (PGB). PETRONAS has investments in pipeline operations in Argentina.PETRONAS is also establishing its foothold in European energy trading. comprising six processing plants and approximately 2. 11 . Utilities & Power business focuses its efforts towards ensuring long term security and sustainability of the gas market in Malaysia and expanding its portfolio of infrastructure and power positions in high growth markets. The PGU system is the principal catalyst for the development of Peninsular Malaysia’s offshore gas fields. through its majority-owned subsidiary. Australia. leveraging on existing capabilities and venturing into opportunities in key focus markets in Asia and the Middle East. as well as gas storage and LNG regasification facilities in Europe. PETRONAS also exports gas for power generation to Singapore.505 km of pipelines to process and transmit gas to end-users in the power. Infrastructure. PETRONAS. This will facilitate the importation of LNG by PETRONAS and third parties towards ensuring security of gas supply for the nation in the future. propane.

operates retail stations as well as markets petroleum products to industrial and commercial customers. In China and India. respectively. Swaziland. PMSL also provides intoplane service at the Khartoum International Airport and El-Obeid International Airport.a wholly-owned subsidiary. In the Sudan. Bangkok. To carry out trading activities in crude oil and petroleum products in the Malaysian and international markets (including Asia. as well as owns and operates retail stations. diesel. PETRONAS Trading Corporation Sdn Bhd (PETCO). Downstream Marketing PETRONAS is engaged in domestic marketing and retailing activities through PETRONAS Dagangan Berhad (PDB). Réunion. Burundi. PETRONAS’ subsidiary Engen has the largest retail network of service stations in South Africa as well as a strong retail presence in the Sub-Saharan region in countries including Botswana. PETRONAS Marketing China Company Ltd and PETRONAS Marketing India Private Ltd (PMIPL). Besides marketing activities. In Africa. Lesotho. including gasoline. PETRONAS Marketing Sudan Limited (PMSL). kerosene. Kenya. PETRONAS has also established its downstream marketing presence in key Asian markets. which is 12 . Mozambique. Liquefied Petroleum Gas (LPG). Engen Petroleum Limited (Engen). respectively. a majority-owned subsidiary. PETCO also trades in crude oil and petroleum products produced by affiliates and third parties. The first refinery in Melaka is 100% owned by PETRONAS while the second refinery is 53% owned by the Group. fuel oil. a wholly owned subsidiary is engaged in the marketing and retailing of petroleum products and lubricants. PMIPL also has exclusive supply arrangements and collaborations with major Original Equipment Manufacturer (OEM) partners and car manufacturers. PETRONAS formed a wholly-owned subsidiary. Malawi. asphalt and lubricants. Tanzania. which markets a wide range of petroleum products. two in Melaka (collectively known as the Melaka Refinery Complex) and another in Kertih (the Kertih Refinery). jet fuel and diesel oil from the refineries to major demand centres in the Klang Valley. PDB also jointly operates a jet fuel storage facility and hydrant line system at the Kuala Lumpur International Airport. In Thailand similar activities are undertaken by PETRONAS Retail (Thailand) Co Ltd that also supplies jet fuel to the Don Muang International Airport and the Suvarnabhumi International Airport. and has trading operations in Dubai and London via its wholly-owned subsidiaries PETCO Trading DMCC and PETCO Trading UK Limited. Africa and the Indian subcontinent). and manages a network of local lubricant distributors in Indonesia. Namibia. PETRONAS also operates a Group III base oil refining (MG3) plant in the Melaka Refinery Complex. PT PETRONAS Niaga Indonesia. South Africa. a leading South African refining and marketing company that owns and operates a refinery in Durban. PDB also has interest in Malaysia’s Multi-Product Pipeline and the Klang Valley Distribution Terminal that transports gasoline. PETRONAS also has an oil refining presence in Africa through its 80% owned subsidiary. Mauritius. the Group’s lubricant products are sold through PETRONAS’ wholly-owned subsidiary. jet fuel. Zambia and Zimbabwe.Refining & Trading PETRONAS owns and operates three refineries in Malaysia.

(renamed PL Italy Group) and offers lubricants. anti-freeze and functional fluids for automobiles. PMSL also supplies fuel to the UN-African Union Mission peacekeeping force in Darfur and operates refuelling stations and depots. transmission. The petrochemical business which has been consolidated under PCG. marketing and trading subsidiaries and has a total combined production capacity of over 11 million tonnes per annum. Also in the lubricants marketing sector. With a presence in more than 20 countries worldwide. Idemitsu Petrochemical Co Ltd. collaborative and commercial agreement for the exclusive right to supply lubricants to Fiat Italy via PL Italy Group. including to Malaysia Airlines. and Sasol Polymers International Investments (Pty) Ltd. Leveraging on PL Italy Group’s strong OEM relationships and world-class research and development capabilities. PETRONAS Lubricants International Sdn Bhd (PLISB) is the lubricants arm of PETRONAS. PETRONAS recently consolidated its petrochemical business under the PETRONAS Chemicals Group Berhad (PCG). a wholly owned subsidiary of PETRONAS. agricultural tractors and earth moving machinery as well as for other industrial equipment to the market. PLISB currently has a long-term supply. markets PETRONAS’ aviation fuel in the global market. trucks.the main base for the UN World Food Programme’s operations in the Sudan. the Philippines and Vietnam. PETRONAS also has LPG facilities in selected Asian countries namely in India. Mitsubishi Corporation. PETRONAS’ joint venture partners have included The Dow Chemical Company. Apart from eight LPG bottling plants in Malaysia. technical. PETRONAS markets its base oil products under the brand ETRO. a wholly owned subsidiary of PETRONAS. Ceylon Petroleum Corporation and Repsol YPF for locations in Buenos Aires. Petrochemicals PETRONAS first ventured into the production of basic petrochemical products in the mid-1980s and later embarked on several large scale petrochemical projects with multinational joint venture partners. PETRONAS Base Oil (M) Sdn Bhd. The 13 . With a view to strengthening integration and improving economies of scale. The leading integrated petrochemical producer in Malaysia and one of the largest in South East Asia. undertakes the marketing of MG3 base oil in Malaysia and the Asia Pacific region whereas marketing in Europe is handled by PETRONAS Marketing Netherlands BV. developed two Integrated Petrochemical Complexes (IPCs) at Kertih and Gebeng. BASF Netherlands BV. PETRONAS Aviation Sdn Bhd. either through a joint venture or wholly-owned subsidiary. along the eastern corridor of Peninsular Malaysia. Colombo and Hong Kong. BP Chemicals. PCG is the listed holding entity for all of PETRONAS’ petrochemical production. PLISB has established a manufacturing base and distribution channel to sell its products in the European market by virtue of acquiring the FL Selenia Group. as well as to Shell. through joint ventures with multinational petrochemical companies.

anacetic acid plant. which has a throughput of approximately 2. which include two ethylene crackers. an ethylene oxide/ethylene glycol plant.concept underlying the development of these IPCs is to achieve a competitive edge through the integration of petrochemical projects using common or related feedstock and common facilities within a self-contained complex. which owns and operates a purified terephthalic acid plant. a polyethylene plant. and Eastman Chemicals. Dialog Equity Group Sdn Bhd (30%) and Vopak Terminals Penjuru (Jurong) Pte Ltd (30%) owns and operates the storage and distribution terminal. Both the Kertih and Gebeng IPCs are a major step towards establishing Malaysia as a regional petrochemical production hub. ammonia/synthesis gas plants. The petrochemical projects are fully integrated with the surrounding infrastructure facilities and other process plants in Kertih. a multi-unit derivatives plant. We have evolved our own upstream capabilities and ventured into the entire spectrum of downstream activities to add value to our petroleum resources.000 dead-weight metric tonnes. which owns and operates a copolyester plastic resin plant.7 million tonnes per annum. Find out more about the major facets of our integrated business: 14 . The Gebeng IPC is also host to a number of multinational chemical companies.petronas. including PGB’s six gas processing plants and the Kertih Refinery. vinyl chloride monomer (VCM) and polyvinyl chloride (PVC) plants. all of which are located within the IPC. an aromatics complex and a low-density polyethylene plant. The Kertih marine facilities include six berths that can accommodate chemical tankers up to 40. The Gebeng IPC comprises mainly of propylene-based petrochemical projects. PETRONAS continues to deliver excellence towards realising our vision of becoming a leading oil and gas multinational of choice.my/our-business/Pages/default. which owns and operates an acrylic acid/acrylic esters plant. The anchor project at the Gebeng lPC is a joint venture between PETRONAS and BASF. PETRONAS.com. http://www.aspx Our Business PETRONAS has come a long way from managing the work of foreign production sharing contractors. a propane dehydrogenation plant and a polypropylene plant. through PCG owns and operates an MTBE/propylene plant. PETRONAS’ Kertih IPC consists principally of ethylene-based petrochemical projects. especially the plastics and chemical based component manufacturing industry. The integrated development of Malaysia’s petrochemical industry is expected to promote the development of the country’s industrial base. With our strategy of integration. an oxo-alcohols complex and a butanediol plant. such as BP Chemicals. A joint venture comprising PETRONAS (40%). adding value and globalisation.

Abroad. Through our exploration and production (E&P) subsidiary. PETRONAS Carigali works alongside a number of petroleum multinational corporations through production sharing contracts (PSCs) to explore. with many positive prospects emerging in Malaysian acreages. PETRONAS was entrusted with the responsibility to develop and add value to the nation’s hydrocarbon resources. In the early years. We continue to harness and develop new technologies to maximise opportunities and further strengthen our capabilities in our efforts to become a leading global E&P player. but we soon saw the need to take on a bigger and more proactive role in augmenting the nation’s oil and gas reserves.Exploration & Production Downstream (Oil & Petrochemicals) Gas & Power Logistics & Maritime Technology & Engineering As custodian of Malaysia’s oil and gas resources. It manages the optimal exploitation of hydrocarbon resources and enhances the prospectivity of domestic acreages to attract investment and protect the national interest. we continue to strengthen our position by securing new acreages while undertaking various development projects. we focused our efforts on managing the production sharing contractors who were exploring Malaysian acreages. develop and produce oil and gas in Malaysia. The Petroleum Management Unit (PMU) of PETRONAS acts as resource owner and manager of Malaysia’s domestic oil and gas assets. One of the key drivers of our business growth is deepwater E&P. 15 . PETRONAS Carigali Sdn Bhd. we have developed capability as a hands-on operator with a track record of successful oil and gas developments.

petronas. Through this programme.com. its challenges and expectations. either in Malaysia or abroad.aspx PETRONAS Industrial Training PETRONAS offers students the opportunity to participate in a structured Industrial Training Programme. * Preference will be given to third and fourth year students sponsored by PETRONAS. Application Procedures Students interested to apply for PETRONAS' Industrial Training Programme are required to submit the following documents:    Application form and Curriculum Vitae (Click here to download ITR010 application form) Copy of the latest result transcript Signed Letter of Indemnity/Undertaking from the University.my/community-education/education/Pages/IndustrialTraining. Students are reminded to fill in all the required fields in the application form. (Click here to view sample of letter of indemnity and undertaking). *Offers for placement are at the discretion of PETRONAS’ Operating Units. program bring out inner leader 16 . Application Requirements    Applicants must be Malaysians or PETRONAS sponsored students. Incomplete forms will not be entertained. Duration of industrial training varies between a minimum of ten (10) weeks and maximum of fifty two (52) weeks.http://www. Applicants must be pursuing undergraduate courses in higher learning institutions. This programme also extends an opportunity to experience first-hand the business of the oil and gas industry. where industrial training is a requirement for completion of course. we aim to provide students the opportunity to apply what they have learned and expand their knowledge whilst equipping them with the invaluable on-the-job experience.

programmes such as Business Management Excellence and the Management Development Programme are developed to prepare senior and general managers for leadership excellence.Through strategic collaboration with University of Melbourne. Signature Leadership Solutions SENIOR MANAGEMENT DEVELOPMENT PROGRAMME (SMDP) LEADERSHIP EXCELLENCE AT PETRONAS (LEAP) MAXIMISING YOUR LEADERSHIP SUCCESS (MYLS) REALISING YOUR LEADERSHIP POTENTIAL (RYLP) ETHICS AND INTEGRITY FOR LEADERS STRATEGIC BUSINESS ACUMEN FOR OIL AND GAS PROFESSIONALS (SBA) OPERATIONAL PERFORMANCE IMPROVEMENT – ACCELERATED CAPABILITY BUILDING ENGINE (OPI ACE ACADEMY) Leadership Solutions Signature Leadership Solutions Leadership Solutions BUILDING MANAGEMENT EXCELLENCE (BME) MANAGEMENT DEVELOPMENT PROGRAMME (MDP) GLOBAL MINDSET FOR LEADERS MINDSET BREAKTHROUGH WORKSHOP BREAKTHROUGH TO SUCCESS ACHIEVING BREAKTHROUGH PERFORMANCE LEADER'S ROLE IN MANAGING CAREER DEVELOPMENT PERSONAL CAREER PLANNING LEADING TEAMS SELF EXCELLENCE THE SQ WAY HUMAN STRATEGY TO SUCCESS (THE EI WAY) EXECUTIVE SUPERVISORY DEVELOPMENT PROGRAMME (ESDP) ENHANCING EFFECTIVENESS OF LEADERS PROGRAMME (EEL) PROBLEM SOLVING AND DECISION MAKING (PSDM) THINK ON YOUR FEET BULDING MANAGEMENT EXCELLENCE (BME) PROGRAMME 17 . In enhancing and preparing the senior and general managers for visionary leadership we have collaborated with DUKE CE to develop the valuable Senior Management Development Programme.

we have to learn from past lessons and forge ahead with renewed vigour and resolve.PETRONAS Leadership Centre (PLC) in collaboration with the University of Melbourne. MANAGEMENT DEVELOPMENT PROGRAMME (MDP) PETRONAS Leadership Centre (PLC) in collaboration with the University of Melbourne. As corporations make further inroads into new frontiers. Duration An intensive 14 days programme over 16 day residential period. This exceptional programme will equip managers with a full range of knowledge and skills to tackle the business challenges they face in their respective fields. Who is it for? Managers with at least 3 years working experience. especially those involved in international businesses. This exceptional programme will equip managers with a full range of knowledge and skills to tackle the business challenges they face in their respective fields. Duration An intensive 14 day programme over a 16 Day residential period GLOBAL MINDSET FOR LEADERS Undeniably. This programme will help participants appreciate why it is critical for them. to have a global mindset. Who is it for? This programme is recommended for all senior executives. Who is it for? Managers with at least 1 year working experience. They can then develop and leverage on this global mindset to be successful in business internationally. they will be able to make their own self-evaluation with regards to the appropriate attributes and characteristics of a global mindset. It will also provide a solid foundation for future career advancement. Australia offers the unique Building Management Excellence (BME) programme. By understanding what a global mindset means. Australia offers the unique Management Development Programme (MDP). the importance of international operations has increased tremendously over the last few years. especially in emerging markets. managers and senior managers who are: 18 . It will also provide a solid foundation for future career advancement.

Duration 2 days (Non-residential) MINDSET BREAKTHROUGH WORKSHOP Do you know why some people are more successful than others? It all lies in your mindset. Now you can attend The Dale Carnegie Seminar in Effective Communications and Human Relations Skills and acquire the same skills and attitudes these successful people use to achieve amazing results. Who is it for? The ideal participants of this programme are : • Managers • Executives • Non Executives Duration 2 days BREAKTHROUGH TO SUCCESS If you look at successful business people. Who is it for?This seminar is recommended for employees at all levels in an organisation who seek to maximise their performance. It will also provide a foundation for your career development and commitment to the company. • Dealing with international businesses. • Working in international joint venture companies.• Preparing to be posted or has been posted overseas. Duration 3 days 19 . You will discover that it is not just your abilities and talent that bring success but whether you approach your goals with a Growth Mindset. This programme focuses on the four PETRONAS Mindset Themes to drive the performancedriven culture and customer-focus mindset as spelt out in the PETRONAS Corporate Agenda. professional athletes and even entertainers. Come and learn the mindset elements in a very interactive and fun way! Identify the new behaviours you need to demonstrate at your workplace to be recognised and support the organisation’s business. world leaders. you’ll find that many of them use the principles they learned in The Dale Carnegie Seminar in Effective Communication and Human Relations Skills to power their careers. become stronger and add more value to the organisation.

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