What are Mission Vision & Core Values of Rubis Company?

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What are the Mission, Vision, & Core Values of Rubis?

Mission and vision statements are foundational cornerstones for any successful business, articulating its purpose, aspirations, and guiding principles. They are strategic blueprints informing every major decision, from operational tactics to long-term growth trajectories. Rubis, an independent French company, leverages these foundations to navigate a dynamic global energy market.

Operating through its Rubis Energie, Rubis Support and Services, and Rubis Chemical segments, Rubis is a key player in petroleum product distribution and storage. In 2024, the company reported a robust revenue of €6,644 million and an EBITDA of €721 million, demonstrating strong operational capacity. Explore more with a Rubis PESTEL Analysis.

Rubis company mission focuses on energy distribution and logistics, ensuring high-quality services and products in the hydrocarbons sector. This includes providing access to energy, especially LPG, to underserved populations, aligning with SDG 7 'Access to energy'.

Target Customers

Rubis serves communities and businesses, prioritizing regions with critical energy needs.

Product Offerings

The company provides high-quality hydrocarbons, including fuel, LPG, and bitumen, along with storage and logistics.

Market Scope

Rubis operates internationally, with significant presence in Europe, Africa, and the Caribbean.

Value Proposition

Its unique value lies in accessibility, reliability, and an integrated supply chain for continuous energy.

Customer Centricity

The mission emphasizes providing essential energy, particularly LPG, to underserved populations.

Strategic Growth

Rubis's market share in Kenya's oil sector reached 15.56% in 2024, making it the second-largest oil marketing company.

Rubis' mission statement reflects its commitment to energy distribution and logistics, focusing on delivering high-quality services and products in the hydrocarbons sector. Additionally, through its mission to provide access to energy, in particular LPG, to as many people as possible in geographical areas where a large part of the population lacks it, Rubis contributes first and foremost to SDG 7 'Access to energy'. The key components of this mission statement highlight Rubis' target customers as communities and businesses, particularly in regions where energy access is critical. The products and services offered span high-quality hydrocarbons, including fuel distribution, LPG, and bitumen, alongside storage and logistics services. The market scope is distinctly international, with strong operations across Europe, Africa, and the Caribbean. Rubis' unique value proposition lies in its focus on accessibility, reliability, and its integrated supply chain, ensuring continuous energy supply from procurement to the end-user. This mission is strongly customer-centric, emphasizing the provision of essential energy, particularly LPG, to underserved populations. For instance, Rubis's aggressive investment in Kenya's oil sector has seen its market share rise to 15.56% in 2024, making it the second-largest oil marketing company in the country, reflecting its commitment to enhancing distribution networks and expanding retail outlets to reach more customers. Furthermore, the company's efforts to facilitate the transition of households to less carbon-intensive LPG in regions like Madagascar demonstrate its mission to improve energy access and combat deforestation. For more insights into the company's background, consider reading this Brief History of Rubis.

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The Rubis company vision aims for market leadership and brand preference by delivering superior service and fostering strong stakeholder relationships. This includes a strategic pivot towards renewable energy, exemplified by its Photosol subsidiary, which has 535 MWp of operational capacity and a substantial pipeline of 5.7 GWp. This expansion aligns with the 'Think Tomorrow 2026–2030 Roadmap,' targeting a secured portfolio of over 2.5 GWp by 2027.

Customer Preference

The Rubis company vision emphasizes becoming the preferred brand for customers on the move, ensuring quality products and efficient services.

Partner Relationships

Strengthening long-term partnerships with all business partners is a core aspect of the Rubis company vision, fostering mutual growth.

Safety and Environment

A key principle of the Rubis company vision is a strong focus on safety and environmental responsibility in all operations.

Renewable Energy Expansion

The Rubis company vision includes significant investment in renewable electricity, with Photosol having 535 MWp operational capacity.

Strategic Roadmap

The 'Think Tomorrow 2026–2030 Roadmap' supports the Rubis company vision, targeting over 2.5 GWp secured portfolio by 2027.

Financial Performance

The Rubis company vision is backed by a 2% revenue growth in Q1 2025 and a reaffirmed EBITDA guidance of €710–760 million for 2025.

The Rubis company vision is distinctly future-oriented, aspiring to market leadership and brand preference through superior service delivery and strong stakeholder relationships. Its scope extends to industry disruption through its pivot towards renewable energy, as evidenced by its subsidiary Photosol, which boasts 535 MWp of operational capacity and a substantial pipeline of 5.7 GWp. This expansion aligns with Rubis's 'Think Tomorrow 2026–2030 Roadmap,' which targets a secured portfolio of over 2.5 GWp by 2027. The vision appears realistic yet aspirational, supported by the company's current trajectory, including a 2% revenue growth in Q1 2025 and a reaffirmed EBITDA guidance of €710–760 million for 2025. Rubis's strategic investments in renewable electricity production, with €82 million dedicated to this segment in 2024, underscore its commitment to evolving its business model in line with future energy demands. For more details on the company's strategic direction, refer to the Growth Strategy of Rubis.

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The core values of Rubis are fundamental to its operational framework and strategic direction. These principles guide the company's interactions with employees, customers, and stakeholders, ensuring a consistent approach to business. Rubis is founded on key values that underpin its operations and drive its success: Integrity, Respect for Others, Professionalism, and Trust.

Integrity

This value emphasizes honesty, ethical conduct, and transparency in all business dealings. It manifests in Rubis's strict adherence to laws and regulations, as well as its robust anti-corruption program, which includes an e-learning module deployed in all 40 countries where the Group operates.

Respect for Others

This value encompasses valuing diversity, ensuring fair labor practices, and fostering a safe and stimulating work environment. Rubis's commitment to the UN Global Compact since 2021, and its CSR roadmap for 2022-2025, reflect its dedication to human rights and international labor standards.

Professionalism

This value signifies a commitment to excellence, high standards of service, and continuous improvement. It is evident in Rubis's systematic approach to Environment, Health & Safety (EHS), aiming for zero accidents and continuous safety improvement.

Trust

This value is built through reliability, accountability, and fostering strong relationships with all stakeholders. Rubis's consistent dividend growth for 29 consecutive years, with a proposed €2.03 per share for 2024, paid in 2025, is a testament to its commitment to shareholder trust.

These key principles of Rubis Company core values define its operational ethos. To further understand how Rubis Company's mission and vision influence its strategic decisions, delve into the next chapter, which also covers the Owners & Shareholders of Rubis.

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A company's mission and vision statements are foundational, providing a compass for strategic decision-making and shaping its overall direction. These statements articulate the organization's purpose and its aspirations for the future, influencing everything from operational priorities to long-term investments.

Rubis Company's Strategic Alignment

Rubis's mission and vision are deeply embedded in its strategic choices, guiding its operational focus and business development.

• The vision to be a leader in sustainable energy influences investments in renewable electricity production, such as through Photosol.
• Strategic divestments, like the sale of a stake in Rubis Terminal in October 2024 for €124 million, aim to accelerate growth in key areas.
• Acquisitions, such as the March 2025 deal in Angola, bolster market positions and expand geographic reach.
• The company is developing less carbon-intensive energy solutions, including biofuels and HVO, and integrating solar with gas.

Vision for Sustainable Energy Leadership

Rubis's vision is to be a preferred brand and a leader in sustainable energy, a goal actively pursued through strategic initiatives.

Mission in Action: Essential Energy Products

The company's mission involves providing essential energy products in growing markets, demonstrated by its expansion in Angola.

Product Development and Sustainability

Product development focuses on lower-carbon solutions, reflecting a commitment to environmental goals and the company's vision.

Measurable Success in Renewables

Photosol's operational capacity reached 535 MWp in 2024, with a pipeline targeting over 2.5 GWp by 2027, showcasing progress towards renewable energy goals.

Commitment to Emission Reduction

The sustainability roadmap aims for a 20% reduction in Scope 1 and 2 CO2 emissions by 2030 (from a 2019 baseline), with updates integrating renewable energy efforts.

Financial Outlook and Strategic Vision

The company anticipates a strong 2025 with an expected Group EBITDA of €710m to €760m, supported by its resilient portfolio and clear vision.

Rubis's mission and vision statements are integral to its strategic decision-making, guiding its transition towards sustainable energy and its expansion in key markets. Understanding these core principles is crucial for grasping the company's future trajectory and its Target Market of Rubis.

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Rubis, a key player in energy distribution, can enhance its mission and vision by incorporating a stronger emphasis on sustainability and future energy trends. This strategic alignment is crucial for maintaining relevance and leadership in a rapidly evolving global energy market.

Broaden Mission to Include Sustainability and Innovation

The current mission statement could be expanded to explicitly mention innovation and a broader commitment to sustainable energy solutions, moving beyond a sole focus on hydrocarbons. This would better reflect the company's growing involvement in renewable energy, such as its Photosol segment.

Integrate Quantitative Sustainability Goals into Vision Statement

Enhancing the vision statement with a specific, long-term quantitative sustainability goal, like a net-zero commitment, would provide a clearer aspirational benchmark. This aligns with industry leaders and demonstrates a proactive approach to climate change, complementing existing targets like the 2030 CO2 reduction goal.

Incorporate Emerging Energy Technologies

The company's mission and vision should proactively address the integration of emerging technologies such as green hydrogen and carbon capture and storage. These technologies are critical for the future energy landscape, as noted in the Rubis Terminal Sustainability Report.

Frame Refinements as Strategic Growth Opportunities

Presenting these suggested improvements as opportunities for growth, such as expanding market share in renewable energy or becoming a leader in sustainable logistics, can further empower the company's strategic direction and market positioning. Understanding the Competitors Landscape of Rubis can inform these strategic decisions.