[QUOTE=Atrael]
No, that’s not what I mean…I’m probably not asking this very well.
Ok, so I’m Exxon…made $5billion last year or something. I see that Aamco over there barely made $2billion last year. Now knowing that we have the same refining capabilities (they can’t make any more than they are right now, and neither can I) wouldn’t it make more sense for me to lower my price? I’m going to either a) take customers away from them, so they’ll make less money even if they earn more per gallon. or b) force them to lower their price in which case they’ll make less money anyway.
Since I obviously have a greater reserve than they do, I can afford to take a loss in the short term because it will have a greater impact on them long-term. Maybe force them to sell off assets…something.
But that doesn’t happen…nobody is actually trying to undercut their competitors…they’re all…every single one of them…happy to sit back and make those record profits…and nobody is making a move to try and take advantage of it to weaken their compitition. Isn’t that what capitalism is supposed to be about? This seems more like a co-op or something.
[/QUOTE]
This was a common method of Mr Rockerfeller with Standard oil - the technique known as ‘giving a good sweating’. This would involve glutting a local market where a competitor was operating, sucking up the hit by having huge reserves of cash and the other guy would fold as their profits evaporated. In those days the refineries were very closely related to the stations that sold the gasoline.
I am pretty sure that extreme technique is frowned upon by the powers that be these days.
Now the methods of dropping price and capturing market share do go on at the retail end, the 4 stations each on a corner of a 4 way intersection all with different prices is an example of that. The underlying price is set by how much their distributor buys from the refinery.
The refineries are selling to the distributors (who may be the same company, may be a competitor or may be a franchise) at aprice which is pretty much set by the futures and comodoties markets and tied to the bench mark products.
The guys in the markets are trading contracts back and forth which are backed up by a physical delivery of some benchmark product somewhere, however generally have no interest in taking delivery of 1gallon of gasoline. Their feelings on global supply of crude, demand locally and globally, supply of gasoline globally and locally, the weather, what they had for breakfast and stock levels will set that price. They care not weather BP Exxon or Shell is supplying the product.
Alongside this there are people trading batchs from individual refineries through to distributors. (the same for crude, you have the benchmarks, but a whole heap of people linking up real supplies with real refinaries)
These prices are negotiated based on availability, what the competitor is selling, delivery dates etc but always linked back to the benchmark price. So certainly the oil cos will be in competition for market share at that level, but not as closly to te sale at the pump as it used to be.
So yes Exxon could undercut BP to capture market share, but a significant element of the price fluctuation is being set on markets that really don’t care who the gasoline comes from.
gasoline retail is a volume business, any increase in volume and market share helps to offset the huge manufacturing / purchase costs and hurts the competition, but as Rysto pointed out, if you are already maxed out, there is little point.
cheers
NBC