british american tobacco nigeria - Our Strategy

Our Strategy

Our Vision and Strategy

Our strategy enables us to deliver growth today and ensures we can invest in our future. Our vision underlines the importance of grasping new opportunities in tobacco and beyond.


Our vision

We believe that by being the world’s best at satisfying consumer moments, we’ll 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.

The second part of our vision – tobacco and beyond – recognises the strength of our traditional tobacco business and addresses the emerging opportunities we see in next‑generation products. There is a great potential business opportunity here with emerging product categories in which we are uniquely placed to succeed.

Our Mission

Champion Informed Consumer Choice

We need to continue to ensure that our consumers are fully informed about the choices they are making when they purchase our tobacco products. We recognise that we have a responsibility to offer a choice of products across the risk spectrum, but we will also defend their rights to choose and provide them with the products they want.

Delivering our commitment to society

As society changes, and people’s priorities and needs shift, we need to be ready to meet new challenges and take advantage of new opportunities. We are a major international business and with this status comes responsibilities, from being open about the risks of our products, to supporting rural communities in the developing world.


We provide high quality, relevant tobacco and nicotine-based products that meet consumer needs. We do this by being brand focused and excelling at bringing superior, differentiated offers to market.


By effectively deploying our resources we can increase profits, improve our operating margin and generate funds to invest in our business, helping us to grow market share and achieve higher returns for shareholders.

Winning organisation

Our reputation as a leading business helps us stand out in an increasingly competitive international employment market. We value the diversity of our employees and encourage enterprising behaviour.


Creating shared value is a priority for us. We do this by acting with integrity throughout our supply chain and wherever our products are sold, as well as through our investment in harm reduction.

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.

Strength From Diversity

We employ people from more than 150 nations, giving us unique insights into local markets and enhancing our ability to compete across the world. We respect and celebrate each others’ 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.

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.

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.

Page last updated: 22/07/2019 17:15:00 GMT