Chevron will continue to market its productions in South Africa under the Caltex Brand. Brand Caltex is focused on delivering a consistent and superior offering to meet the diverse needs of our customers. Performance is one of our most important brand values, particularly the performance of our technologically advanced fuels and lubricants. The Caltex network of 900 service stations in South Africa provides fuel, lubricants and other convenience services to thousands of motorists each day. As a company with a strong and vibrant brand focus, building strong relationships with our customers and promoting partnerships between our franchise retailers and business partners is vital to increasing our market share in the retail marketing business.

The current regulated retail fuels business is being driven by tight margins, the necessity to control costs and an imperative to remain competitive in a complex business environment. In recognizing these challenges, Chevron remains actively committed to finding innovative opportunities to improve our performance. Through empowering individuals involved in the marketing of our brand, we are able to strengthen the capabilities of our network. By providing the right training skills, business systems and resources, we are contributing to improving the quality of the franchises and businesses within the Chevron team. We have initiated a number of actions aimed transforming our network so that we can provide a better service to the communities in which we operate.

Transforming Our Network

HDSA Retailer Financial Empowerment, Management & Support

• Chevron has committed both internal and independent resources to assist in promoting the operation, management and ownership of Caltex service stations by HDSAs.
• In terms of improving the knowledge base amongst these retailers, the company provides intensive and ongoing financial advice to new site operators.
• In the acquisition of sites, Chevron is actively seeking alternatives to provide investment funding for suitable HDSA candidates wishing to enter or invest in Caltex retail fuels business.

HDSA representation on the Franchise Advisory Council (FAC)

• Given the diversity profile of our existing retailing network we have implemented plans to ensure that all demographics within our network are represented on the Franchise Advisory Council.

Retail Security

• Chevron acknowledges that prosperity and growth can only take place in a secure environment and, therefore, we have a Retail Security Programme developed to reduce the security risks our retailers, their staff and customers are exposed to. The success of this programme is dependent on the active participation of all our business partners.

New Site Development and enhancement of facilities within previously disadvantaged areas

• In our expanding network, Chevron has earmarked a number of areas in previously disadvantaged communities for the development of new sites. Chevron also intends upgrading existing facilities to include Star Mart retrofits and food retailing programmes at several sites situated in previously disadvantaged areas.

• Apart from regular staff training and staff incentive programmes. Chevron is also committed to developing HIV/AIDS awareness and education programmes aimed at educating retailers & petrol attendants.

Chevron is committed to developing dynamic leaders across the network. Leaders who are ambassadors for the Caltex brand and who share in our vision of People, Partnership and Performance.