Chen
ALTHOUGH UNCERTAIN about the extent to which the number of Texaco retail outlets will change in the near future, Michael Chen, Texaco Jamaica's newly-appointed general manager, said there is the possibility that the number will either be increased or decreased.
"The market is a very dynamic one so it is difficult to tell just how many additions or cutbacks we will make," he said. "We are the leaders in the market in Jamaica but there is still ground left to be covered," Mr. Chen said.
However, Mr. Chen managed to shed little light on Texaco's position in the debate as to whether the government will set legislation granting gasolene retailers sole right to operate service stations, instead of permitting their multinational suppliers to set up retail outlets in direct competition with them.
MARKET SHARE
The double role of supplier and retailer that multinational companies like Shell, Esso, and Texaco play, pitching them against their franchise holders for market share, has been a contentious issue for some time.
With almost 30 years of service to Texaco, Mr. Chen, the multinational energy company's former marketing co-ordinator, recently shifted gears into the position of general manager of the Jamaican operations.
"I am in the process of relearning everything that pertains to management," he said, in an interview with the Financial Gleaner at his office on Barbados Avenue, New Kingston.
ASSGNMENT
Mr. Chen, who was instrumental in creating the advertising campaign for Texaco in the early 1990s with the slogan "Star of the Jamaican Road", has, for several years, represented the company in other sections of the Caribbean, including the Virgin Islands and Guyana. During those assignments overseas he became involved in the company's community relations efforts, a task that he considers more of a reward than a corporate obligation.
"Texaco's mandate is to provide the public with quality goods and services at an affordable price," he said. "Its secondary mandate is to assist in community development."
The community spirit is a part of Texaco's personality, much like Mr. Chen's own and one of the areas to which he will pay close attention in his new role. In addition to his philanthropic pursuits, his foremost priority is to make Texaco the consumer's first choice. His challenge lies in putting the vision of the company to action, making its mission statement come to life.
"Most importantly, we want to continue our culture of partnership, both internally with our employees, making them secure in the fact that their company is supportive of their personal and professional ambitions, and externally, with our stakeholders and the wider community," he said.
Texaco also has plans to improve its image at points of sale. "When a customer buys gas, his only contact with the company is through the gas station attendant. We want to make sure that this is reflective of our commitment to customer service," he emphasised.
CONVENIENCE
With gas stations being increasingly utilised for value added services, many petroleum companies have opted to add convenience stores to their outlets as well. Texaco pioneered the concept, according to Mr. Chen, with the introduction of their convenience stores or Star Marts.
"But we've moved beyond the convenience stores to co-developing and co-branding prime real estate facilities with fast food companies," he said. "The idea is to make the gas station not just a place where motorists go to fill their tanks with gas but a destination with conveniences to meet our customers' needs."