Bangchak Sriracha “BSRC”: Another Force Driving Bangchak Group Towards Greater and Farther-Reaching Goals

A Simple but Powerful Thai Name

“The name ‘Bangchak Sriracha’ or ‘BSRC’ originated from an employee naming competition involving Bangchak and our employees. Numerous name proposals were submitted by the employees and thoroughly reviewed by a committee, resulting in this particular name. It is a Thai name, simple and minimal but imbued with power. It reflects our identity as part of Bangchak Group, as a Thai company, and signifies the location of our refinery in Sriracha district, Chonburi province, which is strategically located near Laem Chabang deep-water port.”

Capability-Enhancing 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 first quarter of this year, it achieved its historic high of up to 150,300 barrels per day. Its marketing business focuses on delivering high-quality products and the best customer service through 821 service stations (as of June 2024) under its management, from the network of over 2,200 Bangchak service stations.

"Becoming part of Bangchak Group reinforces our collective capability to fully utilise existing potential, including technology and expertise. We have planned this year’s refinery operation at 155,000 barrels per day, which helps reduce Bangchak’s oil imports.

The marketing business has gradually changed the logo and signage to ‘Bangchak,’ it is now almost 70% complete. 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. This has delighted our business operators, who eagerly await the completion of the transformation expected by the end of 2024. 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"

Moving Forward to Foster Growth

Bundit spoke of the determination to drive the business by utilising 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.

Bundit sees stations located nearby as a strength for brand awareness. “We are positioning service stations that are close to one another in a way that each station has unique selling points and clearly defined target groups. 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.”