Our vision and strategy

Helping us deliver our commitment to Transforming Tobacco

Our strategy has driven the success of our business in recent years as well as the progress we are making in delivering our Transforming Tobacco ambition by providing a range of potentially reduced-risk products.

When we introduced our strategy in 2012, we recognised that, with the advent of new and better technologies, it should encompass both conventional cigarettes and the opportunity to meet emerging demand for potentially reduced-risk products.

That’s why at the heart of our strategy is our vision to be ‘the world’s best at satisfying consumer moments in tobacco and beyond’.

To find out more about our strategy, click on the individual sections in the graphic below.

  1.  

    Our vision

    World’s best at satisfying consumer moments in tobacco and beyond.

    Our consumers are at the core of everything we do and our success depends on addressing their preferences, concerns and behaviours. We know that these are fragmenting and evolving at an unprecedented pace, and consequently, we are focusing on providing a range of tobacco and nicotine products across the risk spectrum. In addition, we are clear that to win in this space we need to understand our consumers’ preferences and further invest in a pipeline of ever evolving innovations.

  2.  

    Our mission

    Delivering our commitments to society, while championing informed consumer choice

    We have long known that, as a major international business, we have a responsibility to address societal issues with our tobacco products and that, as our business continues to grow, so does our influence and the responsibility that comes with it.

    We are also clear that we have a duty to our shareholders to ensure we continue to deliver today and invest for a sustainable future and to our consumers to provide, in addition to our combustible products, a range of potentially reduced-risk products such as NGPs and oral tobacco products.

    Our Transforming Tobacco ambition, with its core objective of providing consumers with more choice, more innovation and potentially less risk will allow us to: satisfy these consumers; address societal concerns at large through the growth of multiple categories of potentially reduced-risk tobacco and nicotine products; and provide a sustainable, profitable future for our shareholders.

  3.  

    Our mission

    Delivering our commitments to society, while championing informed consumer choice

    We have long known that, as a major international business, we have a responsibility to address societal issues with our tobacco products and that, as our business continues to grow, so does our influence and the responsibility that comes with it.

    We are also clear that we have a duty to our shareholders to ensure we continue to deliver today and invest for a sustainable future and to our consumers to provide, in addition to our combustible products, a range of potentially reduced-risk products such as NGPs and oral tobacco products.

    Our Transforming Tobacco ambition, with its core objective of providing consumers with more choice, more innovation and potentially less risk will allow us to: satisfy these consumers; address societal concerns at large through the growth of multiple categories of potentially reduced-risk tobacco and nicotine products; and provide a sustainable, profitable future for our shareholders.

  4.  

    Our strategic focus areas

    Winning organisation

    Ensuring we have great people with the right skill sets in the right teams to drive the transformation of our business.

  5.  

    Our strategic focus areas

    Sustainability

    Ensuring a sustainable business that meets the expectations of all our various stakeholders.

  6.  

    Our strategic focus areas

    Productivity

    Effectively deploying resources between product categories and managing our cost base to release funds for investment.

  7.  

    Our strategic focus areas

    Growth

    Constantly developing our portfolio of potentially reduced-risk products and new technologies while continuing to drive revenue growth from our traditional combustible products.

  8.  

    Our Guiding Principles

    Open Minded

    Our corporate culture is a great strength of the business and one of the reasons we have been and will continue to be successful. We are forward-looking and anticipate consumer needs, winning with innovative, high-quality products. We listen to and genuinely consider other perspectives and changing social expectations. We are open to new ways of doing things.

  9.  

    Our Guiding Principles

    Enterprising Spirit

    We value enterprise from all of our employees across the world, giving us a great breadth of ideas and viewpoints to enhance the way we do business. We have the confidence to passionately pursue growth and new opportunities while accepting the considered entrepreneurial risk that comes with it. We are bold and strive to overcome challenges. This is the cornerstone of our success.

  10.  

    Our Guiding Principles

    Strength from Diversity

    Our management population comprises people from approximately 140 nations, giving us unique insights into local markets and enhancing our ability to compete across the world. We respect and celebrate each other’s differences and enjoy working together. We harness diversity – of our people, cultures, viewpoints, brands, markets and ideas – to strengthen our business. We value what makes each of us unique.

  11.  

    Our Guiding Principles

    Freedom through Responsibility

    We give our people the freedom to operate in their local environment, providing them with the benefits of our scale but the ability to succeed locally. We always strive to do the right thing, exercising our responsibility to society and other stakeholders. We use our freedom to take decisions and act in the best interest of consumers.

Our Transforming Tobacco ambition reflects the progress we are making with the ‘and beyond’ element of our vision and meeting accelerating consumer demand for potentially reduced-risk products.

While conventional combustible tobacco products will remain at the core of our business for some time to come, we know the long-term sustainability of our business will be further enhanced by transforming tobacco.

It is this strategic focus that has enabled us to continue to deliver growth in our traditional tobacco business while also investing in developing and commercialising a next generation of potentially reduced-risk products.

Our Transforming Tobacco ambition – with its focus on providing consumers with more choice, more innovation and potentially less risk – supports our mission to deliver our commitments to society while championing informed consumer choice.

Our four key strategic focus areas are the pillars that underpin how we deliver our vision and the opportunity it gives us to transform tobacco: where we will drive growth; how we will continue to improve our productivity; the skills and ambitions of our employees; and the most important sustainability issues for us to focus on.

Our guiding principles provide clarity to our people around the world about what we stand for as a company, the foundations of our culture and guide how we operate.

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