Improving the Marketing Communication Policy in the Fuel Market on the Example of LLC «Afes Card»

The article explores ways to improve the marketing communication policy of “Afes Card” LLC through the analysis and development of its mobile application, Petrolcard. The research employed methods such as theoretical analysis of scientific literature, SWOT analysis, PEST analysis, comparative analysis, as well as statistical data processing and expert evaluation. The results of the PEST analysis indicate that the development of digital technologies and the growing popularity of mobile applications create favorable conditions for enhancing companies' marketing communication strategies. The SWOT analysis revealed that the Petrolcard mobile application has significant potential for attracting new customers due to its loyalty program, user-friendly interface, and personalized offers. However, certain drawbacks were identified, such as limited functionality and insufficient integration with other services. It is concluded that improving the marketing communication policy of “Afes Card” LLC through the development of the Petrolcard mobile application will contribute to increased customer loyalty, improved service quality, and enhanced competitiveness in the fuel market. It is recommended to expand the application's functionality by introducing personalized offers, integrating with payment systems, and connecting with the loyalty programs of partner companies.