Positioning

It is Kroton's understanding that each acquisition or merger results in the formation of a new company. Different values and processes should gradually be consolidated into a single business model. To ensure this happens, Kroton has worked on creating a new image for the organization, integrating the teams and disseminating its culture among all the employees. This movement is essential for the success of our growth strategy.

After completion of the merger in 2014, 67 Kroton and Anhanguera executives took part in the collaborative creation of a new market positioning for the company. This encompassed the reformulation of the mission, vision and values and resulted in the motto "passion for educating".

Mission

[G4-56]

Improving people's lives by means of responsible, high quality education, molding citizens, preparing professionals for the market and helping individuals to fulfill their life plans.

Vision

[G4-56]

To be a reference in education through innovation and sustainability, and the best choice for studying, working and investing, and the leader in the markets in which it operates.

Values

[G4-56]

• Passion for educating: we are educators driven by a passion for molding and developing people.
• Respect for people: we promote respect for diversity, honoring our commitments and cultivating relationships.
• Honesty and responsibility: we are ethical and transparent, and we assume the impacts of our actions.
• Making things happen: we are quick to transform ideas and challenges into accomplishments.
• Focus on sustainable value generation: we work on generating positive and sustainable impacts for society.
• Working and learning together: we work together towards achieving a common goal.