Our vision and strategy
Our strategy enables our business to deliver growth today, while ensuring we generate the funds to invest in our future.
Tobacco remains at the core of our business and will continue to provide us with opportunities for growth. We are also committed to developing and promoting a range of next-generation tobacco and nicotine products.
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Our vision
World’s best at satisfying consumer moments in tobacco and beyond
Satisfying consumer moments
We believe that by being the world’s best at satisfying consumer moments, we will become the leader in our industry. Consumers are at the core of everything we do and our success depends on addressing their evolving concerns, needs and behaviours.
Tobacco and beyond
The second part of our vision – tobacco and beyond – recognises the strength of our traditional tobacco business and the opportunities we see in next-generation tobacco and nicotine products. There is a great potential business opportunity because consumers are looking for choices and product categories in which we are uniquely placed to succeed.
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Our mission
Deliver our commitments to society
As society changes and priorities and needs shift, we must be ready to meet new challenges and take advantage of new opportunities. We are a major international business and with this status comes responsibilities such as being open about the risks of our products, supporting rural communities worldwide and minimising our impact on the environment.
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Our mission
Champion informed consumer choice
We need to continue to ensure that our adult consumers are fully aware of the choices they are making when they purchase our products. We recognise that we have a responsibility to offer a range of products across the risk continuum, but we will also defend people’s right to make an informed choice.
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Our strategic focus areas
Growth
Developing brands, innovations and new products to meet consumers’ evolving needs.
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Our strategic focus areas
Productivity
Effectively deploying resources to increase profits and generate funds.
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Our strategic focus areas
Winning organisation
Great people, great teams, great place to work.
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Our strategic focus areas
Sustainability
Ensuring a sustainable business that meets stakeholders’ expectations.
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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.
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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.
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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.
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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.