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That indicates a low degree of buyer power. Even though the brand awareness is high, because of the extreme budgets for marketing and advertisement of oil companies, brand loyalty is low. Product differentiation is low. Considering the many existing players on the market, this makes the buyer bargaining power moderate.
Supplier power (high)
Considering the large size of suppliers, the number of suppliers, and the switching costs for the independent retailers, we indicated that supplier power is strong. The leading corporations are large and they do everything from the fuel supply chain. There is a high degree of forward integration within the industry...
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