Quality
To consistently provide goods and services of the highest quality affordable prices.
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Human Resource
To enhance the quality of human resources as the essence of management excellence
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Entrepreneurship
To pursue management vision and foster entrepreneurship
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Unity
To ensure oneness in purpose, harmony and friendship in the pursuit of prosperity for all
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Innovation
To nurture and be committed to innovation
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Progress
To improve existing operations and to position for expansion and new opportunities
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Honour
To conduct business with honour
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Social Responsibility
To create wealth for the betterment of society
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