What are Mission Vision & Core Values of Asahi Group Holdings Company?

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What are the Mission, Vision, and Core Values of Asahi Group Holdings?

Mission and vision statements are foundational pillars for successful enterprises, articulating core purpose and aspirational futures. They are strategic blueprints guiding decision-making, fostering corporate culture, and shaping identity. Asahi Group Holdings leverages these principles as a vital compass for its extensive global operations.

With a significant international presence and diverse portfolio, these guiding principles are crucial in navigating complex global markets. They influence everything from product innovation to market expansion, defining the company's strategic direction and societal contribution. Asahi Group Holdings reported revenue growth of +2.1% year-over-year in 2024, reaching new record highs across all earnings categories, demonstrating the tangible impact of its strategic foundations. Learn more about their market position in the Asahi Group Holdings PESTEL Analysis.

The Asahi Group Holdings mission statement emphasizes a commitment to product quality and consumer enjoyment. It focuses on providing beverages and food that offer a superior taste experience while also enhancing the overall quality of life and social interactions for its customers. This mission guides the company's strategic decisions and product development.

Great Taste Promise

This core element of the Asahi Group Holdings mission highlights dedication to product quality and sensory satisfaction. It ensures that all offerings meet high standards for flavor and enjoyment.

Bring More Fun to Life

This aspect of the mission focuses on the emotional and social benefits consumers derive from Asahi Group Holdings products. It aims to enhance enjoyment and create positive experiences.

Customer-Centric Focus

The mission is deeply rooted in understanding and fulfilling consumer desires. It prioritizes customer satisfaction and lifestyle enrichment through its diverse product portfolio.

Global Expansion

The mission supports global growth, as seen with Asahi Super Dry's +10% year-over-year growth in 2024. This expansion is driven by strong sales in Asia and Europe.

Health and Wellness

The mission extends to strategic investments in health and wellness, including functional drinks. This aligns with anticipated rising global demand for health-conscious products by 2050.

Product Innovation

Innovation, such as the global rollout of lactic acid bacteria ingredients, is a key driver. This ensures the company continues to deliver on its promise of taste and enjoyment.

Asahi Group Holdings' mission statement, 'to deliver on our great taste promise and bring more fun to life,' is a concise declaration of its customer-centric approach. This mission guides the company's strategic focus on product quality and consumer experience. For a deeper understanding of the company's financial strategies, explore the Revenue Streams & Business Model of Asahi Group Holdings. The company's commitment to 'great taste' is evident in the continued global success of products like Asahi Super Dry beer, which saw a significant increase in sales during 2024. This growth, particularly in Asian and European markets, underscores the effectiveness of their core values. Furthermore, the 'bring more fun to life' aspect of the Asahi Group Holdings mission is reflected in their expansion into health and wellness, including functional beverages and lactic acid bacteria ingredients, anticipating future consumer trends. This strategic direction highlights the company's vision for the future, ensuring its core values of quality and enjoyment remain central to its operations.

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Asahi Group Holdings' vision statement is explicitly future-oriented and ambitious, aiming to establish the company as a value creator on both a global and local scale. This vision encompasses a broad scope, indicating aspirations for market leadership through sustained growth driven by high-value-added brands. It suggests a commitment to not only expanding market share but also to innovating and enhancing the intrinsic value of its products and services. The realism of this vision is supported by Asahi's recent financial performance, with core operating profit growing +3.7% year-over-year in 2024, and a forecast of +3.2% growth for 2025, demonstrating a robust trajectory. The company's strategic emphasis on premiumization across its portfolio and regions, as noted by President and Group CEO Atsushi Katsuki, directly aligns with the high-value-added brands aspect of their vision, showing a clear pathway to achieving this aspirational future. Understanding Asahi Group Holdings vision for the future is key to grasping its strategic direction.

Mission Statement

Asahi Group Holdings' mission is to deliver satisfaction and excitement to customers worldwide, contributing to a healthy and prosperous society.

Customer Focus

The company prioritizes customer satisfaction, aiming to exceed expectations through quality products and services.

Societal Contribution

Asahi Group Holdings is committed to contributing to a healthy and prosperous society, aligning with its mission to improve health.

Innovation

The company emphasizes innovation to create high-value-added brands and maintain market leadership.

Global Growth

Asahi Group Holdings aims for global expansion, with a focus on growing its presence in international markets.

Brand Value

A core aspect is enhancing the value of its brands, ensuring they resonate with consumers globally.

The mission statement of Asahi Group Holdings is to deliver satisfaction and excitement to customers worldwide, contributing to a healthy and prosperous society. This mission reflects the company's dedication to its consumers and broader societal well-being. The Asahi Group Holdings mission statement and objectives are clearly defined to guide its operations. For a deeper dive into the company's background, explore the Brief History of Asahi Group Holdings. This commitment is evident in their strategic initiatives, such as the focus on premiumization, which aims to enhance product quality and consumer experience. The company's financial performance, with a projected +3.2% growth in core operating profit for 2025, underscores its ability to execute this mission effectively while maintaining profitability. What is the mission statement of Asahi Group Holdings is directly linked to its operational strategies.

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Asahi Group Holdings' core values are fundamental to its operations and strategic direction, shaping its approach to innovation, quality, and collaboration. These guiding principles define the company's commitment to its customers, employees, and stakeholders, fostering a culture of continuous improvement and shared success. The company's core values are Challenge and Innovation, Excellence in Quality, and Shared Inspiration.

Challenge and Innovation

This core value drives Asahi Group Holdings to continuously pursue new ideas and solutions. In 2024, Asahi plans to invest ¥30 billion in research and development, focusing on low-alcohol and alcohol-free beverages, plant-based products, and health-conscious options. This commitment extends to fostering a corporate culture where employees are encouraged to 'Think Globally, Act Locally' and are recognized for innovative projects, such as the Circular Plastics Australia (PET) Project, which received the Grand Prix in the AGP AWARDS 2024 for its closed-loop plastic recycling system.

Excellence in Quality

Asahi Group Holdings demonstrates this value through its relentless focus on delivering superior products and services. A 'Customer First' approach led to a 90% customer satisfaction score in its beverage segment in fiscal year 2022 and a 20% reduction in customer complaints following the launch of the 'Asahi Quality Assurance Program' in 2023. This commitment ensures rigorous quality control across manufacturing and supply chains, maintaining consistent product integrity and safety.

Shared Inspiration

This value emphasizes collaboration, mutual growth, and collective purpose within Asahi Group Holdings. It fosters an environment where employees are encouraged to 'learn, grow, achieving TOGETHER'. The establishment of Asahi Global Procurement Pte. Ltd. (AGPRO) in January 2024, integrating global procurement functions and recruiting diverse talent, exemplifies this value by promoting synergy and efficiency. Understanding Asahi Group Holdings core values provides insight into its operational ethos.

Understanding Asahi Group Holdings Core Values

These core values differentiate Asahi Group Holdings by cultivating a dynamic, quality-driven, and collaborative corporate identity that prioritizes both consumer satisfaction and sustainable innovation. For a broader perspective on the company's market standing, explore the Competitors Landscape of Asahi Group Holdings.

These core values of Asahi Group Holdings are integral to its identity and strategic direction. Discover how this mission and vision influence the company's strategic decisions in the next chapter.

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The mission and vision statements of Asahi Group Holdings serve as the bedrock for its strategic decisions, guiding its path toward sustained growth and market leadership. These declarations are not mere words but actionable blueprints that inform every facet of the company's operations and future aspirations.

Defining Asahi Group Holdings' Purpose

Asahi Group Holdings' guiding principles are centered around delivering exceptional taste and enhancing life's moments, while also striving to create a brighter world through connection and sustainability.

• Mission: To deliver on our great taste promise and bring more fun to life.
• Vision: To create high-value-added brands and contribute to a brighter world.
• Corporate Statement: Make the world shine - we bring people together to make the world shine brighter.

Strategic Influence of Vision

The vision to cultivate 'high-value-added brands' directly steers Asahi's strategic focus on premiumization across its diverse product lines and international markets. This is evident in the company's performance, with a 11.1% increase in core operating profit in Europe and a 12.9% rise in Japan during 2024, attributed to effective pricing and premium product strategies. The global priority brand, Asahi Super Dry, saw a +10% year-over-year growth in 2024, underscoring the success of this vision-driven approach.

Mission in Action: Product Development

Asahi's mission to 'bring more fun to life' fuels its diversification into health and wellness sectors. The company plans a significant investment of ¥30 billion in R&D for 2024, focusing on low-alcohol, alcohol-free, plant-based, and health-conscious beverages to meet evolving consumer demands by 2050.

Sustainability as a Core Value

The corporate statement, 'Make the world shine,' is the driving force behind Asahi's commitment to sustainability. The company aims for net zero GHG emissions across its value chain by 2040, with interim goals including a 40% reduction in Scope 1 and 2 emissions by 2025 (from 2019 levels) and sourcing 100% renewable electricity for major production sites by 2025. Projects like Circular Plastics Australia, designed to recycle over 2 billion PET bottles annually, exemplify this dedication.

Financial Prudence and Growth

President & Group CEO Atsushi Katsuki highlighted in February 2025 the strategy to 'continue to strengthen our business portfolio and earnestly promote our core business strategies by conducting disciplined growth investments, while also working to improve capital efficiency and reduce capital costs.' This approach is reflected in a declining Net Debt/EBITDA Ratio, which stood at 2.5x at the end of 2024, demonstrating a focus on financial health alongside growth.

Impact on Business Strategy

Asahi's mission and vision directly shape its Growth Strategy of Asahi Group Holdings, influencing investment in R&D, product innovation, market expansion, and sustainability initiatives. These principles ensure that strategic decisions align with the company's long-term purpose and societal contributions.

Core Values in Practice

The core values of Asahi Group Holdings are embedded in its operational execution, from product quality and consumer engagement to environmental stewardship and financial management. These values guide the company's pursuit of sustainable growth and its commitment to making a positive impact.

The mission and vision statements of Asahi Group Holdings are integral to its strategic decision-making, driving innovation, market positioning, and sustainability efforts. Explore how these foundational elements are continuously refined to meet future challenges and opportunities.

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Enhancing Asahi Group Holdings' mission and vision can better reflect its commitment to sustainability and its forward-thinking approach to industry leadership. These adjustments aim to solidify its position in a market increasingly driven by environmental consciousness and evolving consumer preferences.

Integrate Sustainability into the Mission Statement

The current Asahi Group Holdings mission could be strengthened by explicitly incorporating sustainability and health, aligning with growing consumer demand and the company's initiatives like the 2024 launch of its Sustainability Growth Platform.

Clarify Vision for Industry Disruption Leadership

Asahi's vision could be more distinct in articulating its role in leading future industry disruption, perhaps by highlighting its focus on technological integration and circular economy principles.

Highlight Pioneering Role in Sustainable Beverages

Given significant investments in low-alcohol, alcohol-free, and health-conscious beverages, the vision could explicitly state Asahi's aim to be a pioneer in sustainable and health-oriented beverage solutions, reflecting its net-zero GHG emissions goal by 2040.

Reinforce Commitment to Societal Shifts

Refining the mission and vision to emphasize its proactive stance on changing consumer behaviors and sustainability concerns can enhance its unique future positioning and appeal to a broader audience, including Owners & Shareholders of Asahi Group Holdings.