Strategic review

Our consistent strategy for delivering our vision is based on growth, funded by productivity and delivered by a winning organisation that acts responsibly at all times.

Our strategy

Our strategy is designed to deliver our vision and build shareholder value. It is based on growth, funded by productivity and delivered by a winning organisation that acts responsibly at all times.

Our strategy triangle
Our vision

To achieve leadership of the global tobacco industry.

Growth

Our strategy for growth aims to increase our market share, with a focus on our Global Drive Brands. Find out more

Productivity

Our commitment to productivity provides the resource we need to invest in our brands and grow share in our key markets, helping us to increase profit. Find out more

Winning organisation

Being a winning organisation ensures that we attract, develop and retain the people we need to deliver growth. Find out more

Responsibility

Our companies and people act responsibly at all times and we seek to reduce the harm caused by our products. Find out more


Back to top