As a successful worldwide business we have our aims and objectives, our vision and 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 achieving our vision of achieving leadership of the global tobacco industry

Vision

We don’t just mean leadership 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.

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 footprint.