What are Mission Vision & Core Values of Thai Beverage Company?

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How does Thai Beverage navigate its vast market?

Mission and vision statements are crucial for business success, offering purpose and direction. They guide strategic decisions, shape corporate identity, and align stakeholders. Thai Beverage Public Company Limited, a leader in Southeast Asia's beverage and food industry, uses these principles as a vital compass.

The company's diverse portfolio, including alcoholic and non-alcoholic beverages, and its growing presence in food and packaging, highlight its significant regional footprint. These principles direct ThaiBev's extensive operations across Thailand and its expanding reach throughout ASEAN and beyond, ensuring a cohesive approach to its multifaceted business endeavors. What are the Mission, Vision, and Core Values of Thai Beverage Company?

The Thai Beverage mission statement, 'Creating and Sharing the Value of Growth,' highlights its commitment to generating and distributing benefits across its stakeholder ecosystem. This includes consumers, business partners, and employees. The company aims to foster mutual benefit and sustainable practices through its operations.

Customer Focus

ThaiBev targets a broad customer base, from individual consumers of their diverse beverage and food products to business partners in their extensive distribution network.

Product Diversity

The company offers a wide range of products, including alcoholic beverages like spirits and beer, non-alcoholic options such as ready-to-drink tea, coffee, and water, and various food services.

Market Reach

ThaiBev's primary market scope is Southeast Asia, with strong presences in Thailand, Vietnam, Myanmar, Singapore, and Malaysia, extending to over 90 countries globally.

Value Proposition

The unique value proposition of Thai Beverage lies in its commitment to 'Creating and Sharing the Value of Growth,' emphasizing mutual benefit and sustainable business practices.

Operational Initiatives

Initiatives like the Agent Development Program with ThaiBev (ADEPT) courses for business partners aim to drive sustainable growth in sales and profits, reflecting their core values.

Growth Metrics

The CVA project, part of their agent development, saw total sales increase by 23% and total outlets by 17% in 2024 compared to 2023, showcasing shared growth with partners.

Thai Beverage's mission, 'Creating and Sharing the Value of Growth,' is central to its strategic vision and operations. This mission is reflected in their continuous product innovation, such as the introduction of health products like 'F&N Nutriwell' and unpasteurized beer, addressing evolving consumer needs. The company's commitment to stakeholders is evident in its robust distribution network and partnerships, ensuring that the benefits of growth are widely distributed. Understanding Thai Beverage's core principles reveals a customer-centric and growth-focused approach, emphasizing continuous product development and market expansion while fostering strong relationships with all stakeholders. For more insights into the company's structure, consider reading about the Owners & Shareholders of Thai Beverage.

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Thai Beverage's vision statement, 'To be the stable and sustainable ASEAN Leader in beverage and food business,' outlines its ambition for regional dominance. This vision emphasizes long-term resilience and responsible practices, aiming for market leadership across Southeast Asia in both beverage and food sectors. It reflects a commitment to sustained growth and industry influence.

Regional Leadership

The company aims to be the top player in the ASEAN beverage and food markets, reflecting its strategic focus on Southeast Asia.

Stability and Sustainability

ThaiBev emphasizes long-term stability and sustainable business practices, aligning with evolving market and environmental concerns.

Broad Scope

The vision covers both beverage and food sectors, indicating a comprehensive approach to market expansion and diversification.

Strategic Growth

This vision guides Thai Beverage's strategic initiatives, including investments and market penetration efforts across the region.

Market Influence

The company seeks to exert significant influence within the industry, moving beyond mere market share to true leadership.

Future-Oriented

The vision is a forward-looking statement, setting clear aspirations for Thai Beverage's long-term trajectory and development.

Thai Beverage's vision, 'To be the stable and sustainable ASEAN Leader in beverage and food business,' is a core element of its strategic direction. This vision is supported by the company's strong regional expansion, including increasing its stake in Fraser & Neave (F&N) to 69.61% and divesting from property assets in 2024 to sharpen its focus on the food and beverage industry. The company's Q1 FY2025 revenue increased by 2.4% year-on-year to THB 92.27 billion ($3.68 million), driven by growth in its beer and non-alcoholic beverage businesses, indicating a positive trajectory towards leadership. The 'PASSION 2030' strategy, building on 'PASSION 2025,' reinforces this vision by focusing on sustainable growth, building new capabilities, and strengthening core businesses. Thai Beverage's commitment to stakeholders values and its long-term vision for the company are evident in its sustained investment, with THB 18 billion allocated for fiscal year 2025 (October 2024 to September 2025) across various segments, further supporting the realism of their ambitious regional leadership goal. For more insights into the market, consider exploring the Competitors Landscape of Thai Beverage.

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Thai Beverage Public Company Limited's core values are integral to its operational philosophy, guiding its strategic decisions and daily practices. These values are deeply embedded in their commitment to sustainable growth and the principles outlined in their PASSION 2030 strategy.

The company's core values include a strong emphasis on sustainability, continuous innovation, a customer-centric approach, and fostering professionalism and growth within its workforce.

Sustainability

Thai Beverage is committed to sustainable growth across environmental, social, and governance dimensions, as detailed in their 2024 Sustainability Report. This commitment includes significant investments in renewable energy, with solar power installations at 38 plants in Thailand, and a net-zero target by 2050, approved by the Science-Based Targets Initiative (SBTi).

Innovation

Innovation drives Thai Beverage's business and service model, product offerings, and channels. This is evident in new product launches like Chang Cold Brew and Federbräu, and the introduction of health-focused products such as F&N Nutriwell in 2025. The company also implemented an Artificial Intelligence (AI) Policy in 2024 to enhance operational efficiency.

Customer-Centricity

Thai Beverage prioritizes optimizing product and service delivery to meet customer and consumer needs across multiple channels. This includes fostering brand loyalty through initiatives like the Chang Family and Sermsuk Family LINE Official Accounts, and providing Point of Sales (POS) tools to 2,628 stores in 2024.

Professionalism and Growth

Thai Beverage fosters professionalism and continuous growth for its employees and the organization, reflected in an 86% employee engagement level in 2024. The company's Agent Development Program (ADEPT) also educates next-generation owners of family businesses, ensuring their continued success and contributing to the company's long-term vision for the company.

These core values of Thai Beverage underpin its strategic decisions and operational excellence. To understand how these principles translate into tangible business outcomes, explore the Revenue Streams & Business Model of Thai Beverage in the next chapter, detailing how mission and vision influence the company's strategic decisions.

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A company's mission and vision statements are crucial in guiding its strategic decisions, providing a clear direction for growth and operations. These statements act as a compass, ensuring that all actions and investments align with the organization's fundamental purpose and future aspirations.

Thai Beverage's Strategic Alignment

Thai Beverage's strategic direction is deeply rooted in its mission and vision, particularly evident in its 'PASSION 2030' roadmap, which builds upon the 'PASSION 2025' vision. The company's overarching goal is to be the 'stable and sustainable ASEAN Leader in beverage and food business,' supported by its mission to 'Create and Share the Value of Growth.'

• The company's strategic decisions are directly influenced by its vision to lead in the ASEAN beverage and food sector.
• The mission to create and share value drives investments and operational focus.
• The 'PASSION 2030' roadmap exemplifies the translation of vision into actionable strategy.
• This alignment ensures all business activities contribute to long-term sustainable growth.
• Understanding Thai Beverage's core principles is key to grasping its strategic intent.

Investment in Growth

Thai Beverage's commitment to its vision is demonstrated through significant investments. For fiscal year 2025, the company plans to invest THB 18 billion (approximately US$522 million) across its beverage, food, and sustainability operations. A substantial THB 8 billion is allocated to the Agri Valley Farm in Malaysia for dairy production, and THB 3 billion for a new beer factory in Cambodia, directly supporting its ASEAN leadership aspirations.

Strategic Restructuring

In 2024, Thai Beverage strategically increased its stake in Fraser & Neave (F&N) to 69.61% while divesting from Frasers Property. This move solidifies its position as a focused regional food and beverage leader, aligning with its core vision and mission by enhancing concentration on its primary business segments.

Financial Performance

The strategic alignment has yielded positive financial results. In Q1 FY2025, Thai Beverage reported a 2.4% year-on-year revenue increase to THB 92.27 billion. Its Beer and Non-alcoholic beverages businesses saw year-on-year growth of 8% and 7.2% respectively, with the food business growing by 2.2% due to new store openings.

Operational Efficiency

The 'Digital for Growth' initiative within PASSION 2030 aims to boost competitiveness through wider adoption of digital technology. This focus on enhancing efficiency in production, operations, and distribution ensures that daily activities directly support the company's broader strategic objectives and its Target Market of Thai Beverage.

Leadership Commitment

Consistent emphasis on 'sustainable growth,' 'ASEAN leadership,' and 'value creation' in company statements, as exemplified by CEO Thapana Sirivadhanabhakdi, underscores the profound influence of these guiding principles on strategic and operational decisions.

Core Values in Practice

Thai Beverage's core values are embedded in its strategic planning, driving its pursuit of sustainable growth and market leadership. These values inform decisions from large-scale investments to everyday operational improvements, ensuring a cohesive approach to achieving its long-term vision.

Thai Beverage's mission and vision statements are integral to its strategic decision-making, guiding investments and operational focus towards sustainable growth and ASEAN leadership. Continue reading to explore core improvements to the company's mission and vision.

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Enhancing Thai Beverage's mission and vision statements can better align them with evolving consumer preferences and industry advancements. These improvements aim to solidify their market position and foster stronger stakeholder engagement.

Integrate Health and Wellness Focus

Explicitly incorporating health and wellness into their core statements would resonate with health-conscious consumers. For example, the vision could be refined to 'To be the stable and sustainable ASEAN Leader in innovative and health-conscious beverage and food solutions,' reflecting the growing demand for functional beverages.

Emphasize Digital Transformation Commitment

Highlighting their dedication to emerging technologies and digital transformation within the mission or vision would underscore its strategic importance. An expanded mission could read: 'Creating and Sharing the Value of Growth through innovative, sustainable, and digitally-driven solutions,' emphasizing their proactive use of technology.

Amplify Societal and Environmental Impact Narrative

A stronger narrative around environmental and social impact, beyond just sustainability, can enhance appeal to a broader stakeholder base. The company's commendable sustainability efforts, including achieving a full score in 7 of 23 criteria in S&P Global's ESG assessment in December 2024, could be more prominently reflected.

Strengthen Aspirational and Societal Alignment

Aligning mission and vision with global best practices that often include aspirational goals and direct societal impact can further elevate their standing. This approach would reinforce their leadership in a dynamic industry and better articulate their forward-looking strategy, as detailed in the Growth Strategy of Thai Beverage.