Our principal strategies for achieving its growth objectives are set out below.
(i) Selectively pursue profitable opportunities in the growing Philippine market.
We intend to selectively expand our retail network in profitable urban centers, surrounding suburbs and other emerging economic regions and growing rural trade areas. We target to increase our market share by capitalizing on our leading brand preference position, growing our base of customers and dealers through innovative loyalty programs, forging or strengthening relationships with our dealers, and expanding our commercial offering through various additional services.
(ii) Maintain a reliable and efficient manufacturing, supply and distribution chain.
We seek to maintain and improve our integrated, reliable and cost efficient structure by maximizing cost savings in our integrated supply chain network. We also intend to capture the market growth by maximizing the benefits and strategic geographical positions of our various supply points.
(iii) Optimize related product portfolio and offering to increase customer loyalty.
We offer both retail and commercial customers a comprehensive set of premium and regular fuel related products and services that are differentiated from other competitive offerings.
We plan to expand and develop our leading market position, improve margins and increase customer base by:
(i) inducing more customers to shift to premium fuels through sustained education and marketing; (ii) continually offering technologically innovative and superior fuel related products; (iii) continuing to upgrade our wholesale commercial offering; (iv) capitalizing on our position as the sole fuel oil producer in the Philippines; and (v) expanding our loyal customer base by sustaining the growth of our loyalty programs, developing dedicated loyalty schemes and further enhancing the retail customer experience through various initiatives.
(iv) Capture market growth opportunity in the lubricant and convenience retailing markets.
Our lubricant and non-fuel retail offerings continue to complement and augment our fuels related business. Given our extensive retail network, we are also well-positioned to capture greater market share in the lubricant and non-fuel retail sectors. Co-locator collaboration with major fast food chains and leading brands will also be increased to complement our convenience store offerings.
(v) Uphold the Shell Group’s high standards for corporate governance, HSSE matters and corporate social responsibility.
We aim to continue being a role model for world class corporate governance and conduct business in an open and transparent manner, consistent with our existing corporate governance standards. We are committed to good corporate governance and overall business sustainability and success, as evidenced by our adoption of the Manual of Corporate Governance, which requires regular review to provide an avenue for continuous improvement.
We also adhere to strict HSSE standards and intend to maintain a relentless focus on HSSE performance. Through the concept of Goal Zero (particularly, on three focus areas of personal, process and transport safety), we aim to achieve “no harms and no leaks” across all of our operations. These standards apply to all aspects of our activities, from designing a facility through to decommissioning a site.
The Shell General Business Principles and HSSE standards apply not only to our employees but even to contractors, third party service providers and any joint ventures where there is operational accountability.
We will also seek to continue playing a positive role in society by contributing to sustainable development efforts. We will continue to address community education and development efforts by funding projects such as Project KALSADA (Kabataang Ligtas sa Sakuna at Disgrasya), a road safety program in partnership with various local communities for students of schools located along the roads in the vicinity of the Tabangao Refinery and other regions.
(vi) Continuing to focus on world class talent development and retention to realize the full potential of its people.
We are led by an experienced management team supported by a highly skilled and highly motivated workforce that has been recruited through the Shell Group’s international recruitment process. Our organizational structure is based on a lean and fit-for-purpose design, which facilitates a high level of employee empowerment and engagement between management and front-liners. The Company has been able to retain talent, through our commitment and focus on people, evident in the low talent attrition rate.
A key focus is to develop the Filipino workforce. Further, in its effort to develop the workforce in its dealer network, the Company runs a nationwide scholarship programme, Gas Mo, Bukas Ko (GMBK) (meaning “You fuel my future”), in partnership with Pilipinas Shell Foundation Inc. (PSFI), aimed at upskilling service station attendants, enabling them to seize more income opportunities.