What are Mission Vision & Core Values of Berli Jucker Company?

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What drives Berli Jucker's enduring success?

Mission and vision statements are the strategic compass for any successful business, articulating its purpose and aspirations. For Berli Jucker Public Company Limited (BJC), a prominent Thai conglomerate, these statements are crucial in guiding its diverse operations across consumer products, packaging, healthcare, modern retail, and supply chain solutions.

BJC's significant presence in Southeast Asia underscores the importance of clearly defined mission, vision, and values. These principles shape corporate identity, inform business decisions, and drive sustainable growth. They enable BJC to navigate dynamic markets, ensuring alignment across segments and fostering long-term value creation, as seen in the Berli Jucker BCG Matrix.

The Berli Jucker mission statement emphasizes a customer-centric approach, aiming to meet individual needs through data-driven insights. It focuses on delivering high-quality goods and services via innovative solutions, ensuring sustainable prosperity for all stakeholders. This commitment extends across its diverse business segments.

Customer-Centricity

The mission prioritizes understanding and fulfilling customer personal needs, driven by a data-centric culture. This ensures offerings align with consumer demands.

Innovative Solutions

BJC is committed to providing quality goods and services through continuous innovation. This includes technological advancements and new product development.

Stakeholder Prosperity

A core aspect of the mission is striving for sustainable prosperity for all stakeholders. This encompasses employees, partners, and the community.

Broad Market Scope

The company's mission addresses both consumer and business needs across Thailand and Southeast Asia. This reflects its diverse operational footprint.

Service Improvement

Initiatives like enhancing cashier speed and expanding member benefits demonstrate a clear focus on improving customer experience based on feedback.

Digital Integration

The development of Big C Shopping Online, offering over 47,000 products, showcases BJC's commitment to meeting evolving digital shopping behaviors.

The Berli Jucker mission statement, often referred to as the BJC mission statement, is deeply rooted in customer-centricity and innovation. It aims to serve personal needs through a data-driven culture, delivering quality goods and services. This commitment extends to ensuring sustainable prosperity for all stakeholders, reflecting the company's comprehensive approach to business. For more insights into the company's structure, consider reading about the Owners & Shareholders of Berli Jucker.

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Berli Jucker's vision statement, 'Your Trusted Partner for a Sustainable Better Living,' reflects a forward-looking commitment to long-term sustainability and enhancing the quality of life. This broad vision encompasses environmental, social, and governance (ESG) dimensions across its entire value chain, positioning BJC as a key player in fostering sustainable development and improved living standards. The company aims for global impact by aligning with international climate initiatives and standards, including the Dow Jones Sustainability Indices (DJSI) and the S&P Global Sustainability Yearbook.

Sustainable Future

BJC's vision emphasizes a sustainable future, integrating environmental and social responsibility into its core operations.

Trusted Partnership

The company aims to be a reliable partner, building trust through its commitment to ethical practices and stakeholder engagement.

Better Living

A core aspect of the vision is to improve the quality of life for communities and consumers through its products and services.

ESG Integration

The vision is supported by strong ESG principles, focusing on environmental, social, and governance factors.

Global Alignment

BJC aligns its sustainability goals with international standards and initiatives, ensuring global relevance.

Strategic Objectives

The vision guides strategic objectives, including achieving Net Zero GHG Emissions by 2050 through its '1+5 strategy'.

The Berli Jucker vision appears realistic yet aspirational, supported by BJC's current trajectory and market position as a leading conglomerate with a history of adapting and diversifying. The company's commitment to achieving Net Zero GHG Emissions by 2050 through its '1+5 strategy' (1 Build, 5 Curb) demonstrates a tangible path towards realizing its sustainable future. This includes planting 150,000 more trees and reducing emissions, non-renewable energy use, water consumption, food waste, and packaging weight. BJC's consistent inclusion in sustainability indices and its 'AA' MSCI ESG Ranking in the Retail-Food & Staples Industry, placing it within the top 30%, further validate the realism of its ambitious sustainability goals. For more insights into how BJC operates, explore the Revenue Streams & Business Model of Berli Jucker.

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The core values of Berli Jucker Public Company Limited are deeply integrated into its corporate sustainability strategy, known as 'B.J.C.'. These values guide the company's operations and interactions, ensuring a consistent approach to business and community engagement.

Berli Jucker's core values are structured around three key dimensions: Better Living, Joint Success, and Caring for Communities. These principles collectively define the company's philosophy and guiding principles, influencing its strategic decisions and daily operations.

Better Living

This value emphasizes Berli Jucker's commitment to environmental preservation and revitalization, aiming for a better environment for all. It drives initiatives like scaling circular packaging solutions and expanding renewable energy projects, such as the 'Big C Solar Roof Power Purchase Agreement (PPA) Project' which installed solar rooftops across 45 Big C branches, generating 52,343 MWh per year. The company aims for Net Zero GHG Emissions by 2050, demonstrating its dedication to eco-responsible leadership, recognized by the 2024 'Outstanding Eco-Responsible Business Leader (Southeast Asia)' award.

Joint Success

This value highlights Berli Jucker's collaborative approach with business partners and suppliers, striving for sustainable success together. It is evident in their engagement with suppliers to align with the company's values and adopt responsible practices, mitigating risks such as corruption and fraud. This fosters a culture of shared prosperity and mutual growth across its diverse operations, from manufacturing to modern retail, building strong, ethical partnerships that contribute to overall value chain sustainability.

Caring for Communities

This value demonstrates Berli Jucker's commitment to its employees, customers, and society, supporting everyone to live together happily. In customer relations, this is reflected in Big C's reported 91% customer satisfaction with products and services in 2024, with continuous efforts to improve service speed and member benefits. In corporate culture, it is seen through the Diversity, Equity, and Inclusion (DEI) framework and expanded employee development programs, with 100% of employees receiving regular performance and career development reviews in 2024. Community engagement efforts, such as healthcare and education initiatives, further uplift underserved communities.

Ethical Business Practices

While not explicitly named as a standalone core value, ethical business practices are deeply embedded within Berli Jucker's operations, particularly under the 'Joint Success' and 'Caring for Communities' principles. This commitment ensures transparency, integrity, and accountability across all business dealings, from supply chain management to customer interactions. It underpins the company's reputation and long-term sustainability, reinforcing trust among stakeholders.

These core values of Berli Jucker are fundamental to its identity and strategic direction. To understand how these principles translate into market engagement, explore the Target Market of Berli Jucker. The next chapter will delve into how Berli Jucker's mission and vision influence the company's strategic decisions, providing a deeper insight into its future trajectory.

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A company's mission and vision are fundamental to its strategic direction, shaping how it approaches market opportunities and operational challenges. These statements act as a compass, guiding decisions and ensuring alignment across all levels of the organization.

Berli Jucker's Guiding Principles

Berli Jucker's mission and vision are deeply integrated into its strategic decision-making, providing a clear roadmap for growth and operations.

• The vision to be 'Your Trusted Partner for a Sustainable Better Living' underscores a commitment to long-term environmental and social well-being.
• The mission to deliver 'sustainable prosperity to all stakeholders' directly influences strategic choices towards eco-friendly practices and inclusive growth.
• This alignment is evident in BJC's ambitious Net Zero GHG Emissions by 2050 target, a direct outcome of its 'Better Living' ethos.
• The company's strategic focus on sustainability impacts product development, including the expansion of circular packaging solutions and investments in renewable energy, such as the Big C Solar Roof PPA generating 52,343 MWh annually.

Strategic Market Expansion

BJC's market expansion, particularly for its Big C Supercenter chain, is driven by its mission to serve customers through a data-driven, customer-centric approach. For 2025, a capital expenditure of THB 10-12 billion is planned, with 39% dedicated to modern retail expansion and renovation. This includes opening 7 big-format stores, 200 Big C Mini stores, and expanding internationally with 24 stores in Hong Kong and 3 in Cambodia.

Customer-Centric Initiatives

Enhancing customer engagement is a key strategic element, exemplified by the Big Point loyalty program, which boasted 21.2 million members in 1Q25. The introduction of a 'Personalized Shopping Missions' system further reflects the data-driven strategy to meet evolving consumer needs.

Sustainability and ESG Commitment

BJC's commitment to sustainability is recognized through its inclusion in the Dow Jones Sustainability Indices (DJSI) and an 'AA' MSCI ESG Ranking. The company's '1+5 strategy' targets reductions in emissions, non-renewable energy use, water consumption, food waste, and packaging weight, demonstrating a proactive approach to environmental stewardship.

Navigating Global Challenges

The company's leadership, including CEO Mrs. Thapanee Techajareonvikul, emphasizes fostering resilience, inclusivity, and innovation to navigate global challenges such as climate imperatives and economic uncertainty, aligning with its core mission and vision.

Core Values in Action

The core values of Berli Jucker employees are reflected in their dedication to ethical business conduct, transparency, and a customer-centric approach, which are vital for maintaining the company's reputation and achieving its long-term objectives. Understanding Competitors Landscape of Berli Jucker can further contextualize these values.

Impact on Strategic Decisions

The mission and vision statements directly influence strategic decisions by setting clear priorities for sustainability, customer engagement, and market expansion, ensuring that BJC's operations are aligned with its overarching goals for a sustainable future.

The mission and vision statements of Berli Jucker profoundly influence its strategic decisions, guiding the company towards sustainable growth and stakeholder prosperity. Explore how these principles are continually refined in the next chapter.

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Enhancing the Berli Jucker mission and vision involves integrating explicit mentions of technological advancement and circular economy principles. This ensures the company remains agile and responsive to evolving market demands and consumer expectations.

Integrate Technological Disruption Language

The mission and vision could be strengthened by explicitly referencing the adoption of cutting-edge technologies and digital transformation. This would better reflect the company's commitment to innovation in a rapidly digitizing landscape.

Emphasize AI and Advanced Analytics

Incorporating phrases like 'leveraging artificial intelligence' or 'pioneering digital experiences' would align the company's statements with current industry trends, such as the personalized shopping experiences driven by AI in loyalty programs like BJC's Big Point.

Highlight Circular Economy Leadership

Expanding on sustainability, the vision could explicitly state a goal to 'lead the transition to a circular economy.' This would underscore a proactive approach to resource management, aligning with growing consumer preference for eco-conscious practices.

Refine Mission Statement for Clarity

A refined mission statement, such as 'To serve customers' evolving personal needs through a data-driven culture and cutting-edge technological solutions, delivering superior quality goods and services and striving for sustainable prosperity for all stakeholders,' would better capture the company's forward-looking strategy.

Understanding the Mission, Vision & Core Values of Berli Jucker provides insight into the company's strategic direction and operational philosophy. The Berli Jucker mission is centered on serving customer needs through a customer-centric and data-driven culture, delivering quality goods and services via innovative solutions, and achieving sustainable prosperity for all stakeholders. This mission reflects a commitment to both customer satisfaction and long-term business health.

The Berli Jucker vision statement, 'Your Trusted Partner for a Sustainable Better Living,' encapsulates the company's aspiration to be a reliable and responsible entity that contributes positively to the quality of life and environmental well-being. This vision guides the organization's efforts towards creating value that extends beyond financial returns.

The core values of Berli Jucker employees are foundational to its corporate culture. While specific values are not detailed here, they typically encompass principles such as integrity, innovation, customer focus, teamwork, and accountability, which are essential for driving the company's mission and vision forward. These values shape the behavior and decision-making processes across all levels of the organization, ensuring alignment with the overarching goals. For instance, a strong emphasis on innovation supports the mission's goal of delivering quality goods and services through innovative solutions.

The company's commitment to its stakeholders is evident in its pursuit of sustainable prosperity. This includes not only shareholders but also employees, customers, suppliers, and the communities in which it operates. Berli Jucker's corporate social responsibility values are integrated into its business practices, aiming for a positive impact. The company has set ambitious targets, such as achieving Net Zero by 2050, demonstrating a serious commitment to environmental sustainability and responsible business ethics.

In terms of market positioning and strategic objectives, Berli Jucker's mission and vision are designed to foster growth and resilience. The company's organizational mission and vision are continuously evaluated to ensure they remain relevant in a dynamic global market. The leadership values and expectations at Berli Jucker emphasize ethical conduct and a forward-thinking approach, encouraging employees to uphold the company's principles. The impact of mission, vision, and values is significant, influencing everything from product development to customer engagement strategies, and reinforcing the company's purpose and goals.