Word: petrofina
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...recent spectacular coup in the Congo, Boldrini shut out four bitter competitors-Texaco, Mobil, Shell and Belgium's Petrofina. E.N.I. landed a $13 million contract to build the only refinery in the Congo, and the four rivals will have to buy from it to supply their gas stations. Their severe protests have so irritated the Congo government that Prime Minister Cyrille Adoula last week threatened to expel two complaining Shell and Petrofina executives...
...Turn. Petrofina owes its recovery principally to astute Chairman-President Laurent Wolters, 61, a Russian-born Belgian who, in a long Petrofina tradition of clannishness, got his first job at Petrofina through a board member who happened to be his godfather. Wolters took over the wreckage at war's end with a shrewd entrepreneur's eye for opportunity instead of salvage. Since crude oil was cheap and abundant, he ordered Petrofina to forget production, buy its oil from other companies and concentrate on expanding its sales outlets. Petrofina expanded by buying up existing chains (such as British Cities...
...Petrofina's expansion has been characteristically unconventional. Since 1956 it has planted 2,224 Fina service stations down the U.S. spine from Minnesota to Texas and is opening them at the rate of about 30 a year. Invading a hard-marketing industry in which gas prices are the same and Fina is no different from most other U.S. brands, the U.S. affiliate makes its soft sell way by disdaining wham...
...Fina station is on your side so you don't have to make a U-turn through traffic and there aren't six cars waiting and you need gas or something, please stop in." With the help of California's chirpy ad agency Weiner & Gossage, Petrofina spoofs competitors' seemingly endless additives by transporting its gas in pink tank trucks and giving away "Pink Air-the additive of the future." Petrofina reports a healthy rise in U.S. profits and sales (now $77 million...
...Instructions. With its outlets established, Petrofina has decided to broaden operations. It wants to gather at least some of its own crude oil, now owns fields in the U.S., Canada and Angola and is prospecting in six other nations, including its native Belgium (where it numbers among its 85% Belgian stockholders the ubiquitous Société Générale de Belgique, chief owner of the Congo's Union Minière). It has also moved into petrochemicals, along with Union Carbide has opened a massive polyethylene plant at Antwerp to supply the Common Market...