BSRC: Another Force Driving Bangchak Group Towards Greater and Farther-Reaching Goals
The historic energy deal in 2023 marked a significant turning point where BSRC became a part of Bangchak Group. Bundit Hansapaiboon, Acting President Refinery and Marketing Business Group and Senior Executive Vice President, Refinery and Oil Trading Business Group, shared his conviction to drive BSRC to fully support Bangchak Group's growth.
Mr. Bundit Hansapaiboon
Acting President Refinery and Marketing Business Group and Senior Executive Vice President, Refinery and Oil Trading Business Group
- First things first – what's the story behind the name 'Bangchak Sriracha'?
- Bangchak Sriracha, or BSRC, originated from a naming contest open to Bangchak employees and our own staff. Many name ideas were submitted and then reviewed by a selection committee, which ultimately chose this name. It is a Thai name that is simple, easy to pronounce, yet powerful, reflecting our identity as part of the Bangchak Group, a Thai company, while also signifying the refinery’s location in Sriracha District, Chonburi Province. This area is a strategically important hub, located close to Laem Chabang Deep Seaport.
- After becoming part of Bangchak Group, how has BSRC changed or grown in terms of its capabilities?
- BSRC operates refinery and marketing businesses that help provide energy security and accessibility to customers. The Bangchak Sriracha Refinery is a world-class refinery with a nameplate capacity of 174,000 barrels per day. In the second quarter of 2024, it achieved its historic high of up to 154,200 barrels per day. Its marketing business focuses on delivering high-quality products and the best customer service through 745 service stations (as of September 2024) under its management, from the network of almost 2,200 Bangchak service stations.
- What is BSRC's business and marketing strategy for operating its service station network?
- At the end of 2024, the marketing business successfully completed the logo transition, and 100% revamp of former Esso service stations into “Bangchak”. Initially, our business operators were concerned about the change. However, following the transformation, many have reported improved sales, attributed to the new image and the ‘Bangchak’ brand, which is modern and vibrant and has captured attention. The overall brand image and various marketing campaigns, such as fleet cards and Bangchak Green Miles membership cards, significantly strengthen the brand and further business synergy.
- To wrap up, could you share your vision for BSRC's growth - what direction is the company heading and how will it get there?
-
We are determined to drive the business by utilizing existing assets to the highest benefit. This includes enhancing refinery capacity through necessary investments, balancing distribution with production volume, and increasing service station sales volumes. Collaboration with partners is required to increase the number and variety of shops and services to attract customers and increase service station sales.
For stations that are located close to each other, we see this as a strength in building greater brand awareness. We position nearby service stations by creating specific plans so that each station has its own unique selling point and a distinct target audience – for example, some stations cater to personal vehicles, others to lorries, and some are premium products stations. This enables the company to provide customers with an ever-greater variety of options.
Mr. Bundit Hansapaiboon
Acting President Refinery and Marketing Business Group and Senior Executive Vice President, Refinery and Oil Trading Business Group