Our Vision and Mission
MALEE is ready and determined to perform its duty in taking care of health and well-being for our consumers, because we believe that being healthy is a foundation in living the best and happiest lives.
MALEE grows along with our consumers, so that they stay healthy and happy. We grow along with our employees, so that we can succeed both in our careers and our lives. We grow along with farmers who produce our food, so that they are proud of their works and maintain great quality of lives. And we grow along with the environment, so that it can endlessly flourish and nourish us for generations to come.
As an organization, “Malee Group” will be moving forward so that we can be better at performing our duty in taking care of these people. Because the more we are growing each day, the more we will all prosper together.
The Company has a long-term goal to become a “Top Beverage Brand of Choice” in Thailand and also aims to be a “World-Class Health Food and Beverage Manufacturer”. The Company has set its goals in operating business as follows:
1. To increase net profits and sales.
The Company has reviewed plans and placed more emphasis on net profit rather than increasing sales. The Company has a better understanding of each distribution channel and offers products that meet the needs of customers in each channel. The Company does not only focus on short-term sales but also offers products that meet customer needs and generate short-term and long-term net profits to build sustainable business growth in the future.
2. To manufacture, proceed with research and development, and focus on the manufacturing process
The Company is well-aware that its products are consumer products. Therefore, the Company has emphasized the quality of the products that go through its manufacturing process to ensure that all products are manufactured under food safety standards. The Company also aims to maintain the existing food safety standards and develop the manufacturing process to match the changes in food safety standards. In addition, the Company aims to continuously focus on research and development to create innovative products that meet the needs of consumers in new market segments with larger market sizes.
3. To improve efficiency and operating performance within the organization
The Company has set the goal to improve and standardize its operating procedures by implementing the SAP system in all departments throughout the Company. A cautious financial plan is also in place to support the Company’s business plan. In addition, the Company has also focused on developing the capability and mindset of employees, as well as on building corporate culture, to bring in sustainable happiness and success at work, since employees are considered crucial resources for the Company’s operations.
4. Corporate Sustainability Goals
The Company is committed to developing products that meet the needs of the economy, society, and environment which includes stakeholders. The Company is responsible for products and the process, which is not only limited to regulatory compliance but also focuses on reducing the impact that may occur in communities, society, and the environment, creating coexistence between the Company and the community. This includes respecting the rights of stakeholders and a commitment to the sustainable development of surrounding communities as well as providing continuous training for employees regarding the environment.
The Company’s Operating Strategy
The Company has a long-term goal to become a “Top Beverage Brand of Choice” in Thailand and also aims to be a “World-Class Health Food and Beverage Manufacturer”. The Company therefore has set its operating strategies as follows:
• Focus on increasing capacity utilization by providing the right capabilities and offerings, and shift our business model to stay relevant and flexible while also strengthening the ability of the contract manufacturing business to make more income.
• Focus on growth in both the Company’s branded business and contract manufacturing business. Currently, the ratio of these two businesses is 39:61. The Company will accelerate the growth of its higher-margin branded business and aims to adjust the ratio of these two businesses to 50:50 in the future.
• The Company aims to drive sales of its branded business to grow faster both domestically and internationally by strengthening products and marketing channels as follow:
- In regards to products, the Company has focused on hero products (high sales and high margin) and on increasing product variety by expanding from the original 100% fruit juices into more premium products and products that attract a greater mass. This includes new innovative products which allows the Company to expand its customer base and reach more new customer groups while also being able to create profitable brands.
- In regards to domestic distribution channels, the Company does not want to rely solely on the distribution channels from Modern Trade but desires to expand products for the mass market or the Traditional Trade channels. In addition, the Company also creates satisfaction for its trading partners in terms of products, prices, marketing activities, services, and cooperation in business operations. As for the international market, the Company has laid a foundation to establish the Company’s regional network, leading to the strengthening of competitiveness to create sustainable growth in the region in the future.
- In regards to marketing, the Company will create awareness and recognition of the Company’s products and brands among consumers as well as distribute the Company’s products to cover all distribution channels so that consumers can access them with ease.
• Drive ongoing development and innovation to improve existing products that meet customer needs and create new innovative products that meet the needs of consumers in new market segments with larger market sizes
• Focus on continuously reducing costs and expenses by managing the organization in a way that is more efficient to create stability and sustainability in long-term operations.
