Our goal is to be the ASEAN consumer’s trusted source of dairy and beverage products, embodying the Group’s Pure Enjoyment, Pure Goodness philosophy. To achieve our goals, we have established several strategic pillars:
Clearly-targetted portfolio of brands and products
F&N embraces a brand portfolio strategy in order to maximise consumer reach. This approach allows the Group to seize opportunities from multiple segments, providing distinct and relevant products to a wide demographic spectrum of consumers. While the Group continues its brand portfolio strategy, it will focus its investment on and drive the growth of its Power Brands.
Leading through innovation
F&N fosters a culture of creative thinking and embraces changes. It requires businesses to generate new innovation each year, in products development or processes, so as to maintain sustainable leadership in its industry.
Strive for commercial excellence
Commercial excellence is all about strengthening the way we market, distribute, and sell our products in order to deliver excellent customer experiences and forge closer relationships with consumers – and ultimately drive consumer loyalty.
We continuously identify and strengthen levers to improve operational efficiency, increase brand presence and sell-through, and streamline internal processes to accelerate decision-making, and make our organisation leaner and more efficient.
Investments focusing on right to win
F&N targets leading market positions in all markets in which it compete. It prioritises its investments on markets where it has a right to win. F&N looks at markets that offer the best medium- to long-term growth and profitability opportunities, encompassing the way it competes, its capabilities with which it will compete, and the portfolio decisions. In this respect, it places considerable emphasis on expanding its activities in Southeast Asia, particularly Indonesia, Myanmar and Vietnam.
Commit to talent development
F&N recognises that its People are a key enabler of its strategies. Our People are at the center of our Universe. Our strategy incorporates a roadmap for attracting, developing and retaining our most valuable asset – People. It sets out specific, actionable steps that are either already in place, or under development, to support our businesses in becoming the best at what they do.