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This issues highlights Gulf's competitive edge in the recession & announces Gulf's motorsport programme for 2009
Foreword
Alain Dujean, Vice-President for Gulf Oil International
When looking forward to 2009, I felt as if
we were all facing the prospect of climbing a wall of ice. Can we do it? My
immediate reaction is "YES WE CAN". Obviously we need to have the
right equipment like crampons, for the task and I believe that GULF - with its
values, Care, Courage and Endurance - is truly well equipped.
We need to look up and not down. And yes, with the entrepreneurial spirit of
our network of operations we can serve our local customers even better. I
firmly believe Gulf has the right people and the right quality product range to
forge ahead of the competition.
I look forward to 2009 with optimism for glimmers of
hope for the world's business and for the Gulf brand in particular. We have to
try and look beyond the difficult times that we are all currently encountering
to see if we can plan now for long-term benefits...and that is no easy task! In
the current climate it is very difficult to predict how and what to do, or
expect - even on a daily basis.
Reduced consumption in the markets, credit and working
capital issues, competitiveness, quality of service etc..are all examples of
the "ice patches" that we must not slip on. We must keep climbing the
wall. We are all tightening our belts and ropes to secure our positions. Instead
of pure volume growth, we have to focus on value addition, new services, and
new market segments. We also need to generate technologically advanced
solutions to match the requirements of manufacturers and markets.
We have to look ahead and believe in our future. Gulf
is still aiming to grow the brand further and retain the brand equity that we
have consolidated in markets worldwide. We are delighted to welcome our newest
additions to the Gulf network: Romania, Peru and Russia. All are significant markets,
which demonstrate that, even when everything looks bad outside, there are those
who trust in the brand and want to harness its power to benefit their
businesses. More are in the pipeline. There has been significant new business
in 2008 and new plants in Asia and the Middle East. We also have the new
worldwide business and opportunities that are emerging with GULF OIL
MARINE/Sealub Alliance.
It is imperative that we all work together to face the challenges
of 2009. The strongest companies will survive and will reach the top of the ice
wall Listening to our customers and helping them to flourish
is critical, as is targeting our competition. The most professional and
creative teams will be able to consolidate their positions and,
ultimately, move their businesses onward and upward
As always, Gulf will try to live up to
your expectations of enhancing your operations and businesses. We intend
to stick to our commitments and do our best to consider the
wider environmental issues and support social projects that
reflects an understanding and demonstration of corporate responsibility.
Again we want our core values to be, more than ever, on the top of
our agenda: Care, Courage, Endurance, Inspiration and Youth. Our
successful association with Aston Martin Racing will again this year support
the GULF brand and prove that we think in global terms to
support our local operations - never losing sight of the philosophy
behind Gulf's motto "YOUR LOCAL GLOBAL BRAND."
Thanks for your support and your loyalty to GULF
during 2008. My very best wishes for 2009.
