Since MOL took control of the company in 2009, the modernization of INA’s Croatian retail network has also been accelerated. INA succeeded in reversing the decline in its market share both in Croatia and in Bosnia, and successfully captured other markets through increasing exports.
The economic crisis created a challenging business environment for oil refining and retail in Croatia and Europe. In 2012 in Croatia the diesel demand was lower by 10% than in 2008, while the contraction for gasoline was 14%. Fuel oil demand practically vanished from the market. Overall, the market has shrunk by 28%.
Overall the demand in INA’s key markets, such as Croatia, Slovenia and Bosnia, decreased significantly, more-or-less equivalent to 70% of Sisak’s nominal capacity.
Since taking over management control of INA in 2009, the company has responded firmly to the changes in market dynamics, reversed the decline in its market share both in Croatia and in Bosnia and successfully captured other markets through increasing exports. In 2012, while the market was still declining, INA even managed to increase its motor fuel sales both in Croatia and overall.
INA aims to maintain its strong market share in the increasingly competitive Croatian regional markets. To meet this challenge, INA has taken several important steps under MOL’s leadership:
- All necessary investments needed to produce EURO V quality fuels were carried out;
- INA also introduced premium fuel grades with additives;
- Since 2003, twice as much was invested in INA’s filling stations compared to the prior 10 years: retail investments in 2012 increased by 116% compared to 2011, reaching HRK 229 million (~EUR 31 million);
- The modernization of INA’s Croatian retail network was accelerated, with overall 212 stations modernized by the end of 2018.
- In 2015 INA expanded its retail offer with different services and products.
- In 2016 INA introduced MOL’s Fresh Corner concept which provides a unique atmosphere where customers can choose from freshly prepared sandwiches and freshly baked products, as well as excellent flavoured coffee, premium tea and other high-quality products.
At the end of 2018 INA’s retail network consisted of 500 service stations across Croatia, Bosnia and Herzegovina, Slovenia and Montenegro.