Marketing
CPC's domestic marketing chiefly focuses on automotive gasoline, aviation fuel, diesel and fuel oil. In 2013 CPC sold
a total of 192.5 kiloliters of petroleum products in Taiwan, which generated total sales revenue of approximately
NT$518.5 billion - a slight increase over 2012. Automotive gasoline accounted for the largest share at approximately
46.6%, followed by diesel at about 25.9%, fuel oil at about 19.2% and aviation fuel at around 8.3%.
Taiwan's market for petroleum products is chiefly divided between CPC and Formosa Petrochemical and competition
between the two has grown increasingly intense. CPC has worked hard to leverage the advantage of its marketing
network and protect its market share by consolidating its filling-station network: of the 2,518 filling stations
operating in Taiwan as of the end of 2013, 625 were operated by CPC directly, 11 were operated cooperatively by
CPC and other parties and 1,356 were privately- operated franchises - a total of 1,992. This network gives CPC control
of more than 70% of the market and its share of overall gasoline, aviation fuel, diesel and fuel oil sales were 79.0%,
60.2%, 84.5% and 92.4% respectively.
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