For Camelia Ene, the recently appointed CEO of Mol Romania, the big challenge comes from the company’s main goal to consolidate its position, as it is now ranked third on the Romanian oil market.
After seven years in the FMCG sector, working for companies such as Nestle and Kraft, Camelia Ene switched to the oil industry ten years ago. She is now the top executive at Mol Romania, having replaced former CEO Kinga Daradics in November last year, taking the helm of the third largest player on the local oil market.
Ene joined Mol Romania in March 2007 as shop manager, in charge of the shops in the company’s gas stations. From her position she was responsible for the reorganization and sales increase of over 100 stores inside gas stations that contributed 11 percent of the company’s turnover at that time. But her stint as shop manager was a short one, and in June 2007 she was appointed sales manager.
Then, in October 2010, Ene took over the coordination of the marketing department and three years later became head of retail, responsible for the coordination of the entire activity of Mol Romania’s network of gas stations.
The company now has over 200 gas stations and is the third largest player on the local oil market, following investments in new units and the acquisition of some of its rivals. Mol Romania has an 18.9 percent market share on the retail segment and a business of over EUR 1 billion in Romania. As its strategy shows, the player has a high appetite for expansion on the local market. While the company had 120 gas stations in Romania at the end of 2010, since then it has continued to invest in its network and took over all 42 Agip gas stations from the Italian company ENI. The transaction, worth about EUR 50 million, according to Ziarul Financiar quoting the company’s reports, was announced in mid-2014 but got the green light from the Competition Council at the beginning of 2015. According to ZF, quoting company data, Romania had one of the strongest increases on the markets where the Hungarian group operates, behind the Czech Republic and Slovakia but ahead of its mother market.
One of Mol Romania’s most recent local moves was the implementation of the Fresh Corner concept. This regional concept was implemented as a result of in-depth studies conducted in more countries where the Hungarian group operates.
Fresh Corner involves a shop within the gas station where customers can buy various products such as cheese, coffee and cold meats after filling up. “The Fresh Corner concept pays a lot of attention to fresh food products and the shopping experience. We ended 2016 with about 50 gas stations where this concept has been implemented and our aim is to have 100 such points by the end of 2017,” said representatives of Mol, cited by Ziarul Financiar. The company has recently inaugurated its seventh gas station in Dolj county following an investment of about EUR 1 million. Its Fresh Corner includes coffee, fresh pastries and sandwiches.
Last October, the Mol Group’s board of directors approved its long-term strategy to 2030. One of its key goals is to consolidate and develop Mol’s position as regional leader in Central and Eastern Europe (CEE). According to the strategy, the company aims to increase its market share on the fuel segment in the extended CEE region from over 20 percent now to 25-30 percent and to be ranked among the top 25 companies in its sector regarding the profitability of its gas stations.
The Mol Group operates in over 30 countries and has about 25,000 employees worldwide and over 100 years of experience in its industry. The group controls four refineries and two petrochemical units at the integrated management level of the supply chain in Hungary, Slovakia and Croatia. The company has a network of about 2,000 gas stations in ten countries in Central and South-East Europe, of which over 200 are located in Romania.