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Mission

Sabina Promise
Customer satisfaction is our ultimate goal.
Data-driven Organization
Operated with Data-Driven innovation – decision making is implemented on data utilization.
Sustainable Profitability
Focusing on sustainable profitability.
Organizational Excellence
Ability to consistently achieve performance and deliver value to stakeholders by optimizing its operations.
ESG
Focusing on sustainable business operation covering environmental, social, and corporate governance aspects.

Organizational Culture

The company also emphasizes personnel development by instilling a positive attitude towards work to reduce conflicts in differing opinions, respect opinions, accept and understand each other better to create a good relationship in working together. The company has established a "4 GOOD" corporate culture, summarized to be easy to remember and understand with four letters: P A R T, which means:

Positive Thinking
(Good at positive thinking)
Accountability
(Good at being responsible)
Respect
(Good at respecting each other)
Team-Work
(Good at working as a team)

Growth Strategy in 2024 - 2028

Short-term Goal

3 years

  • Product Personalization for each group of customers and achieve not less than 10% of sustainable product in 2025.
  • Store Optimization by using Lean concept to manage product and service in Thailand.
  • Seamless Customer Experience for all customer journey in Thailand.
  • Use high technology machine to increase efficiency and optimized production cost.

Long-term Goal

5 years

  • Use Marketing Technology to increase service level in both online and offline channels.​
  • Extend of Lean Manufacturing to be Lean Enterprise.
  • Extend our product line and market into SEA and become Reginal brand.
  • Guarantee customer satisfaction - SABINA Promise

The company has clear growth objectives that align with its vision and mission, including:

Elevate the SABINA brand to become the number-one
premium brand in Thailand and move towards becoming a regional brand, with a focus on customer satisfaction as a key target.
Be A Leader In Using Modern Innovation
in product manufacturing by using advanced machinery, utilizing data in managing various tasks to ensure accuracy in planning and quick adaptability (Data-driven Organization).
Focus On Developing And Improving Operations
to achieve sustainable profitability.
Aim To Lead The Organization
to excellence by reducing waste at every stage of operations, emphasizing cost reduction, minimizing errors, reducing work time, improving work efficiency, and responding promptly and appropriately to customer needs. In addition, the Company has adopted modern technologies to enhance its operations, with a primary focus on improving effectiveness and efficiency
Focusing on Sustainable Business Practices
In 2025, the company was awarded the Highly Commended Sustainability Award 2025 for the fifth consecutive year. Additionally, the company received a "AAA" rating in the SET ESG Ratings from the Stock Exchange of Thailand, which recognizes outstanding sustainable business practices. These awards are given to listed companies with excellent corporate governance, comprehensive stakeholder considerations, economic growth, and positive social and environmental impact. Furthermore, the company was honored with the "CAC Change Agent Award 2024" for being a key player in expanding transparency networks. This award, given by CAC, is for organizations that actively promote transparency and anti-corruption efforts among their SME partners. These recognitions reaffirm SABINA's commitment to conducting business based on ESG principles, focusing on the environment, society, and good governance.
Focus on Rxpanding
its customer base and diversifying its product categories across all distribution channels to stimulate consumption and strengthen the brand. The objective is to continue creating business opportunities through clear strategies and effective management, thereby driving sustainable growth
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