CORPORATE STRATEGY Essay Example | Topics and Well Written Essays - 2500 words

CORPORATE STRATEGY - Essay Example British American Tobacco aims at leading the industry as the preferred partner of stakeholders qualitatively and seeks volume leadership among the global tobacco competitors qualitatively. It has been keeping its vision of achieving leadership of the global tobacco industry as a milestone for last few years. It has also been putting efforts to maintaining balanced approach to achieve growth, improved productivity and developing to be a winning organization. The company’s leading international brands include Lucky strike, Dunhill, Kent, State Express555, Rothmans, Benson and Hedges, Winfield and John player Gold leaf. It also produces fine cut tobacco, pipe tobacco and fine cigars. The international tobacco industry produces currently about 5.5 trillion cigarettes a year, of which 17 % market share is hold by British American Tobacco. British American Tobacco believes that the application of a consistent strategy would always be helpful to build a sustainable business. Growth, productivity, responsibility and winning organization are the four elements of the corporate strategy of British American Tobacco. The vision of British American Tobacco is to achieve leadership of the global tobacco industry through its strategies for creating shareholder values based on growth, productivity, responsibility and winning organization. It had been consistent in its strategy and as a result it could measure the effectiveness and results of the strategy. During 2003, the efforts to expand British American Tobacco’s market share was obstructed by major competitor’s higher growing marketing spend and other factors. In order to achieve proposed growth, it had to seek for an imaginative way to challenge the status quo in the market. British American Tobacco brought forward a new range of light menthol products, differentiated by menthol taste rather than the usual tar deliveries and hence it could change the market