Our Vision

Our Group vision is to achieve leadership of the global tobacco industry, not just in volume and value, but also in the quality of our business. To be industry leaders we must continue to demonstrate that we are a responsible tobacco Group with outstanding people, brands and superior products.

Our Mission

To be the leading tobacco company in Central America and the Caribbean through sustainable competitive advantages in an effective and efficient organisation.

Our Strategy

Our strategy drives our global operations, supported at all times by good corporate governance.

The strength of our people and brands; the innovations that help differentiate our products in around 180 markets; our agile and responsible supply chain; and our science- based R&D- these all contribute to the revenue growth that helps build value for our shareholders.

Our Strategic Pillars

They direct our actions, leading the way towards the achievement of our Vision:

Growth: Our strategy to deliver our vision begins with growth and our aim to increase our global market share, with a focus on our Global Drive Brands and other international brands.

Productivity: We target continuous improvements in our cost base that will provide resources to invest in our brands, helping us to grow market share and achieve higher returns for shareholders.

Winning organisation: By being a winning organisation we can ensure that we  attract, develop and retain the best people we need to deliver our strategy for growth.

Responsibility:   Our companies and people are required to act responsibly at all times and we seek to reduce the harm caused by our products and our environmental footrpint.

Our Business Principles

The British American Tobacco Statement of Business Principles forms the basis on which we expect our businesses to be run in terms of responsibility. Developed with the help of stakeholders in dialogue, it consists of three Business Principles: Mutual Benefit, Responsible Product Stewardship and Good Corporate Conduct, and eighteen Core Beliefs.
All Group companies have adopted the Statement and are encouraged to engage in stakeholder dialogue to help determine how it should best be reflected in our business practices.
The Business Principles and Core Beliefs form the basis for our continuous auditing of Group companies’ CSR performance.
  •  Mutual Benefit: This is the basis on which we build our relationships with our stakeholders. Our business is to build long-term shareholder value and we believe the best way to do this is to seek to understand and take account of the needs of all our stakeholders.
  • Responsible Product Stewardship: This is the basis on which we meet consumer demand for a legal product that is a cause of serious diseases. Therefore, our products and brands should be developed, manufactured, and marketed in a responsible manner. We aspire to develop tobacco products with mass appeal. We aspire to develop tobacco products with critical mass appeal that will, over time, be recognised by scientific and regulatory authorities as posing substantially reduced risks to health.
  • Good Corporate Conduct: This the basis on which our business should be managed. Business success brings with it an obligation for high standards of behaviour and integrity in everything we do and wherever we operate. These standards should not be compromised for the sake of results.
Page last updated: 12/06/2012 01:23:56 GMT