Kalibrate regularly surveys major markets globally, collecting over 100 site attributes at every fuel and convenience location within the target geography.
Covering the factors driving gasoline, c-store and ancillary services performance, our market survey data is totally unique. It is the only dataset that captures a holistic picture of the fuel and convenience landscape within the subject market.
This blog looks at Morocco, but our analysis is available on-demand in markets globally.
Gasoline: Site Share vs Market Share
A balanced market with opportunities for all to improve effectiveness.
The three largest operators by site share also capture the greatest market share with good levels of market effectiveness.
Petrom, Winxo, and Ola Energy all have market effectiveness ratings slightly below 1.0. Strategic network optimization would help these brands improve this score. Petromin Oils’ effectiveness shows an impressive network, and the only mid sized network matching the effectiveness score of the largest three.
Gasoline: Market Effectiveness
Market Effectiveness measures how effective a brand is as a retailer compared to competition.
It is a calculation of Market Share divided by Site Share.
- An effectiveness of 1.0 indicates that the brand is performing at the minimum given the investment
- Less than a 1.0 is an indicator that sites are underperforming
- More than a 1.0 means the brand is achieving more market share than expected
C-store: Site Share vs Market Share
C-store: Shell Select leads the way for market effectiveness
While Afriquia has the most sites and share, its c-store network is not as effective as Bonjour or Shell Select. Both these brands have excellent effectiveness scores with Shell Select capturing over 10% share with just 4% of sites in the market.
C-store: Market Effectiveness
PPQ Analysis
Performance Potential Quadrants (PPQ) break down a network or entire market into one of four categories based on the location strength and actual volume.
Sites with low potential and low performance might be considered candidates for closure.
Low performance, high potential sites should be addressed with urgency – they hold the key to unlocking greater market share and strategic growth opportunities.
Kalibrate’s 7 Elements analysis reveals actions to capture market share in Casablanca
To the Northeast of Casablanca, this Ola site has great potential, but it’s unperforming. Investment in the site’s merchandising would help the operator achieve the location and market potential.
How to access the full dataset
You can access our Morocco market study through the following channels:
- Fuel Site Analysis: The industry standard report to understand gas station feasibility including volume, c-store, and QSR forecasts.
- Raw data purchase: Access to over 100 site characteristics across fuel, c-store and ancillary services, ready to deploy in your choice of GIS.
- Critical insights package: A detailed insights package provides retailers with a complete picture of your network and competitor network performance.
- Kalibrate Fuel Planning: Deploy your data and access all insights within our industry-leading planning tool, and Kalibrate’s proprietary fuel and convenience forecasting model.
