Market Leadership Through Partnership Synergy
Shell & Turcas Petrol (STAŞ) was founded in 2005 pursuant to a Joint Venture Agreement between Turcasand The Shell Company of Turkey Ltd. (Shell Turkey) for retail and commercial sales, marketing and distribution of fuel products and lubricants.
STAŞ, in which Turcas has a 30% stake, commenced operations on July 1, 2006 after obtaining all legal approvals on June 12, 2006. With a network of nearly 1,050 Shellbranded fuel stations across Turkey and net sales of TL 14 billion in 2013, STAŞ is not only the leader of its sector, but is also one of the largest companies in Turkey. As one of the most successful partnerships between a local company and a multinational concein, STAŞ is ranked as the 9th largest company in Turkey by turnover on the Fortune 500 list and as Turkey’s 7th largest private enterprise according to Capital 500 2013 rankings. As of year-end 2013, STAŞ maintained its market leadership in gasoline and lubricant sales with 24% and 26% market shares, respectively, while ranking third in the white products market, which consists of gasoline and diesel sales, with an 18% market share. At year-end 2013, the Company also ranked third in the auto gas market with a 12.3% share.
There are 500,000 registered vehicles in the Shell Vehicle Identification System (including Shell Partner Card and euroShell Card), the first and the most comprehensive fuel management system in Turkey. The Company runs Turkey’s largest independent loyalty card program in the fuel retail sector, with 7 million customers. The Shell Commercial Fuels team maintains a successful sales performance in the direct and indirect bulk fuel market. Through its dealers, Shell cooperates with powerful industries in the indirect fuel market, such as mining, concrete and construction all of which contribute to the Turkish economy. Meanwhile, independent generators and energy distributors are more important for the Company in the direct fuel market. With the Pioneering Distributors Project, launched in May 2013, the Company aims to differentiate itself through value-added services such as quality control vehicles, visits to Shell technology centers, and tank cleaning.
Undisputed Global and Domestic Leader of the Lubricants Sector
Fuel stations are crucial for lubricant exchange services; lubricants and fuel distribution retail are intertwined business lines. The sales and marketing organization of the Company is based on consumer groups and reaches more than 800 direct customers through three distinct sales channels: B2BCorporateSales, B2C-Consumer Sales, and INS-Distributor channel sales. The Company also makes sales throughfuel stations. Lubricant sales consist primarily of those made to the automotive industry, industrial sales, and marine lubricant sales. Key sectors include automotive manufacturers and aftersales service providers, the energy, construction and metalworking sectors, and other brand and valuefocused consumer groups.
According to 2013 data from the Turkish Petroleum Industry Association (PETDER), STAŞ has retained its top position in the lubricants sector: the Company was market leader in total lubricant sales for the seventh consecutive time, and captured a 26% market share. Among PETDER members, which collectively represent 68% of the lubricants sector, STAŞ recorded the highest lubricant sales in the market, with 75,496 tons of sales in 2013. STAŞ has become a model of success by showing the same marketperformance on a global scale as in Turkey. Shell has been named the “No.1 Global Lubricants Supplier” for the seventh year in a row in the survey conducted by Kline, an international consulting and research firm.
Star of Exports: Shell & Turcas Derince Plant
STAŞ’s lubricant and grease oil production plant in Derince currently exports oil products to 49 countries.
Sales are made first to nearby markets, and then to other Shell countries in the network. With an export volume amounting to 21,378 tons in 2013, the Derince plant, world-class manufacturer of lubricants and grease oil of superior quality, ranked on the “Stars of Exports” list compiled by the İstanbul Mineral and Metals Exporters’ Association (İMMİB).
Shell & Turcas Stations Making a Difference
STAŞ has received major global awards from Royal Dutch Shell. Under the “People Make the Difference” program, which is conducted to identify the best practices in terms of customer service and service quality among 16,000 branded Shell stations in 65 countries across the world, Ağaçlı Petrol Konutkent Gas Station was selected as the “Europe Champion” in 2013. In the same program, Antalya Uncalı Gas Station was selected as the “World Champion” in 2012; Batman Boran Gas Station was the “Europe Champion”in 2011; and 30 Ağustos Bulvarı Gas Station - Sompet Fuel in Kayseri was the “World Champion” in 2010.
Terminals and LPG Facilities
Facility Capacity Belonging to Shell & Turcas (M3)
Çekisan Çekmece 33,869
Çekisan Antalya 15,908
Ambarlı Ltd. 26,784
SADAŞ Samsun 19,180
SADAŞ Gebze 46,652
Shell Ambarlı 54,135
STAŞ Körfez 28,144
STAŞ Derince 51,250
STAŞ Kırıkkale 20,100
STAŞ Antalya 30,342
Mersin LPG 1,000
Dörtyol LPG 360
STAŞ owns a total of 11 fuel oil terminals across Turkey; of these, four are operated solely by the Company and seven are operated jointly with partners. The Company also has two LPG filling and storage facilities. At these terminals, STAŞ’s capacity totals 453,849 cubic meters. In addition, STAŞ has two LPG filling and storage plants with a capacity of 1,360 cubic meters.
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