OPERATING A GAS STATION BUSINESS IN THE WESTERN REGION OF THAILAND

Abstract

This article aims to 1) describe the current situation of petrol station business in the western region of Thailand, 2) identify the characteristics of problems and solutions related
to petrol station business in the western region of Thailand, and 3) create a petrol station business model in the western region of Thailand. The research was conducted in the western region of Thailand. The research was qualitative and purposive, using structured indepth
interviews and inductive data analysis.
The research results found that 1) The current situation of petrol stations in Thailand consists of an overview of petrol traders, management styles, pricing structures, and types of
fuel. 2) Problems and solutions include: 1) Higher competition requires the development and improvement of service quality. 2) Market share requires an increase by increasing distribution
channels. 3) Competitive strategy requires integration of non-oil businesses. 4) Modern management requires increasing measurement and evaluation of the organization.
5) Marketing mix requires the development of marketing mix strategies to be consistent with
the changing environment. 6) Service quality requires indicators of product and service quality. 7) Organizational culture emphasizes participation and the importance of customers. 8) Leadership requires importance on developing personnel for both career advancement
and rewards. 9) Consensual control requires creating organizational commitment and promoting participation in various activities of the organization. 10) Organizational
communication problems create an open organizational culture with a variety of communication channels and the introduction of new technologies for communication. 3) The successful business models of petrol stations in the western region of Thailand ha ve
the following factors: 1) Analysis of the competitive situation 2) Modern organization 3) 8 P'S marketing mix 4) Quality management 5) Organizational culture with shared goals 6) Visionary
leadership 7) Consensual control with teamwork 8) Fast communication in the organization and focus on work efficiency.