british american tobacco p.l.c. annual report 2008 - Our vision and strategy

Our vision

Our vision is to achieve leadership of the global tobacco industry in order to create shareholder value.

Quantitatively, we seek volume leadership among our international competitors.  Qualitatively, we aim to lead our industry as the preferred partner of key stakeholders and in demonstrating responsibility.

Our strategy

The strategy to deliver our vision is based on growth, productivity, responsibility and building a winning organisation.

We use a range of indicators to assess our performance against our strategy.  They include our Key Performance Indicators, together with some of our other business measures, described in Our strategy.

A number of other business measures, financial and non-financial, are monitored and assessed frequently to ensure that the Group's strategy is delivered.  Although these are not included in management's incentives, we believe that these business measures contribute to the success of the Group, particularly over the long term.

We have therefore included the performance of some of these business measures relating to the 4 elements of our strategy.