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h to it. Compare the company costs with those of the competitors are they low, high or in the middle? It is also important to identify factors that influence pricing and those that shouldn't. Relative to the kind of products this company offers their prices have been termed as fair by most of their customers in the testimonials column in that appears in their website.

Promotion

is the means by which the company let people know what the company offers. This involves advertising, public relations as well as other forms promotion. Despite the fact that promotion is vital, it is always important that promotional budgets are well planed and are fair if not excellent to the company. Lucas Oil is vastly involved in the motor sports industry, with key commitments to racing series, like the International Hot Boat Association (IHBA), the National Hot Rod Association (NHRA), and sponsorships of events like tractor pulling (Lucas Oil Pro Pulling League), off-road racing (LOORRS-Lucas Oil Off Road Racing Series) and dirt track racing (Lucas Oil Late Model Dirt Series). All these events attract multiples of spectators and media coverage and it consequently provides a way for the company to make their products widely known and also display their performance practically.

Place;

involves where, when and how people get to the product of the company. It comprises of stocking, distribution and delivery of the products to the consumers. Creative distribution is important in marketing to increase the amount of sales. Lucas Oil Products are available in many retailers in the U.S. such as Auto Zone, Napa, O'Reilly Auto Parts, PEP Boys, Advance Auto, Checker, Shucks, Carquest, Murray's, CSK Auto Parts and Kragen Stores nationwide. Despite these stores in the U.S. the company has retailers and distributors in other countries all over the world, like in Canada, China, Taiwan, Southeast Asia, Korea, Australia, United Kingdom and Poland.

Target market;

though Lucas Oil Products Inc. produces oil for all purpose their main target market is in the motor sport industry. They do sponsor a lot of motor racing events were they make use of their product. Through these events they demonstrate the power that their products have and how effective they are made for perfect working of the racing engines.

Positioning;

Lucas Oil Products, Inc. has made itself to be one of the rapidly-growing lubrication product lines in the customer automotive market industry. The constant innovative product research and development and strategic marketing have the company establish itself as the number one selling oil products manufacturer in America and Canada.

Global Events and Current Events

Despite having their headquarters in the U.S., Lucas Oil Products in addition have offer their services and products in Canada, Latin America, Europe, Australia, Asia and Ireland. On top of Lucas being is heavily involved in motor sports through sponsoring largest motor sports occasions in the country, they too produce long hours of motor sports programming in the Lucas Oil Studios (Reuters 2009).

For instance, the company is involved in a range of motor sports sponsorships, including the Official Motor Oil by the AMA Pro Motocross Championship. AMA Pro Racing is the leading professional motorcycle racing association in North America, operating a jam-packed