British American Tobacco Malaysia - BAT’s purpose and strategy
With over 100 years of history in Malaysia, our purpose is to create A Better Tomorrow™ with a vision to Build a Smokeless World, where smokers transition from cigarettes to smokeless alternatives.
Together with our subsidiaries, we currently offer high-quality tobacco brands such as Dunhill, Peter Stuyvesant, Rothmans, KYO, Luckies and vapour products such as Vuse.
Having developed a diverse portfolio in tobacco, nicotine, and beyond to address evolving consumer needs for enjoyment and satisfaction, our strategy now shifts towards building a smokeless world. This involves actively encouraging adult smokers to transition to smokeless alternatives.
Our Strategy
Our business continues on its transformational journey to build A Better Tomorrow™. Our mission is to anticipate and satisfy the ever-evolving adult consumer: providing pleasure, reducing risk, increasing choice and stimulating the senses.
Our strategy revolves around three core pillars: Quality Growth, Sustainable Future, and Dynamic Business.
This holistic approach supports our overarching ambition to create a smokeless world and deliver a sustainable future, ensuring that we meet the needs of today while securing the well-being of future generations.
Read more about the Group’s strategy and purpose here.
Delivering Quality Growth emphasises the transition to a more balanced focus on top-line and bottom-line delivery, centred around our brands and innovation, and continuing to seek long-term opportunities Beyond Nicotine.
The key building blocks of the Quality Growth pillar are:
- Inspiring New Category Innovations & Brands
- Managed Combustibles Transition
- Beyond Nicotine Foundations
Our commitments under Quality Growth:
- Progressing toward quality, margin-accretive growth in smokeless products
- FMC volume decline but expecting continuing value delivery
- Sensibly investing for the future Beyond Nicotine
Building a Sustainable Future is about seeking to actively migrate consumers away from cigarettes and to smokeless alternatives sustainably, responsibly and with integrity.
Science will be a primary driver of our efforts, supported by more active external engagement with regulators and other key stakeholders, while embedding sustainability across our organisation.
The key building blocks of the Sustainable Future pillar are:
- Tobacco Harm Reduction Acceptance
- Shaping the Landscape
- Leading in Sustainability and Integrity
Our commitments under Sustainable Future:
- Building a Smokeless World
- Investing in the products, science and engagement to make A Better Tomorrow™ a reality
- Conducting our business sustainably and with integrity
The Dynamic Business pillar is about building a future-fit, data-driven organisation and ensuring we are efficient and effective in all of our operations.
We believe we can create the financial flexibility to invest in our people, our products and provide returns to our investors.
The key building blocks of the Dynamic Business pillar are:
- Exciting, Winning Company
- Operational Excellence
- Capital Effectiveness
Our commitments under Dynamic Business:
- Creating a diverse, inclusive and people-oriented place to work
- Being data-driven and delivering operational excellence/cost management
- Focused on investors returns
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Contact us
Level 19, Guoco Tower,
Damansara City,
No.6 Jalan Damanlela,
Bukit Damansara,
50490 Kuala Lumpur
Tel : +60 (3) 2720 8188