Chief Executive of Star Oil Ghana, Philip Tieku, has maintained that the company’s rise to become the number one oil marketing firm in the country was not solely driven by offering low prices to consumers.
He explained that Star Oil’s success is the result of a combination of strategic measures, including prudent management of resources, tight control of overhead costs, elimination of leakages, focus on fuel quality, and effective management of service stations and dealer engagement.
“These are the total strategies that have gotten us to the top after years of hard work. It’s not just about our pricing strategy in response to developments over the years,” he stated.
Mr Tieku made these remarks on PM EXPRESS Business Edition, which will air on JOYNEWS this Thursday, November 6, at 9 p.m.
He noted that while pricing may attract customers initially, sustaining market leadership requires consistency, innovation, and customer trust.
“There’s a level that price can take you, but sustaining it comes with a lot of strategies, and we worked hard to achieve that,” he added.
Mr Tieku also highlighted the introduction of incentive systems, such as the 20°C temperature compensation system, which rewards tanker drivers for efficient deliveries.
“This system ensures that drivers receive 50% of any delivery overage as a trip bonus (minus tax). A portion of the remaining 50% is credited to the station to offset temperature variations, and the rest funds our enhanced remuneration and performance reward systems,” he explained.
The Chief Executive of Star Oil added that cost savings from improved operational controls are reinvested in employee welfare, saying, “We have also worked hard to ensure that our workers are also well compensated, and it has helped attract some of the best hands in the industry.”
“We decided that cost savings from improved controls should benefit our workers, not just our balance sheet. Our attendants, all direct employees, not outsourced, now earn higher wages and performance incentives than anywhere in the industry,” Mr Tieku further explained.
Star Oil’s Rise
In June 2025, data from the National Petroleum Authority (NPA) confirmed that Star Oil had consolidated the gains made in 2024 to emerge as the market leader for the first five months of 2025 in petroleum product sales.
The company officially overtook state-owned GOIL, which had long held the top spot.
The NPA’s Oil Marketing Companies Performance Statistics from January to May showed that Star Oil sold a total of 336.3 million litres of petroleum products.
Data seen by Joy Business indicated that Star Oil sold 403 million litres of petroleum products in the first half of the year, comprising 193.9 million litres of petrol and 139.3 million litres of diesel.
An update released by the company on November 3, 2025, revealed that between January and September this year, Star Oil sold 602 million litres of petroleum products, consolidating its position as the industry leader.
According to its published financials for the first half of 2025, Star Oil paid GH₵1.1 billion in taxes to the government and employs 2,546 direct staff across its 240 fuel stations nationwide.
Sustainability of Star Oil’s Model
Mr Tieku expressed confidence in the sustainability of the company’s model, dismissing concerns that Star Oil’s growth is unsustainable.
“I heard this thing some years ago that we wouldn’t survive the market. Today, we’ve moved from outside the top five to number one in the industry,” he said.
He added that the company remains focused on continuous improvement and innovation.
“We have not dropped our guard. We’re pressing ahead with the same principles and discipline that got us here. I don’t see this model collapsing any time soon,” he asserted.
The Chief Executive also announced plans to expand into the bulk oil distribution space to strengthen Star Oil’s presence across the petroleum value chain.