· Strategy and resource allocation
- Connectivity of information
- Strategic focus and future orientation
British American Tobacco’s strategy is presented clearly and concisely. The circular strategy diagram on page 14 brings together the vision, mission, strategic focus areas and guiding principles, and uses color-coding to guide the reader to more detailed information on the following page. Embedded within two of the four strategic focus areas is a focus on people and ensuring a sustainable business that meets stakeholders’ expectations. This helps to integrate sustainability throughout the report rather than being isolated in a standalone sustainability section.
Page 18 summarizes the relevant key performance indicators (KPIs) and business measures that the company uses to assess performance against for each of the four strategic focus areas. The connectivity between these strategic objectives and the measures is reinforced by using distinct, representative icons throughout the report. A narrative is then provided on each of the strategic objectives on pages 19-27 explaining the strategic progress that has been made alongside representative case studies and a more detailed look into the KPIs.