Our Vision & Mission
Our vision is to achieve and maintain leadership of the Jamaican Tobacco Industry in order to create long term shareholder value. Four elements around which all our efforts revolve are Growth, Productivity, Responsibility and a Winning Organization.
We hold steadfast to the strategy of our parent company, British American Tobacco, in creating shareholder value, delivering profit growth and long term business sustainability. The four pillars of this strategy are Growth, Productivity, Responsibility and developing a Winning Organization.
British American Tobacco and its subsidiary companies, including Carreras, focus on key strategic segments of the market that offer the best prospects for long term growth, including driving our premium segment. We also believe it is important to continue to develop and utilise innovative, differentiated products and offer our consumers added value from our brands.
As a member of the British American Tobacco Group, our overall approach to productivity is about using our global resources to increase profits and generate funds for reinvesting in our business.
We will continue to balance our commercial objectives with the expectations of a broad range of stakeholders, thus ensuring a sustainable business.
We are confident in BAT’s strategies for Growth, Productivity and Responsibility but to deliver our vision we must also have the right people and the right working environment. That is the essence of the Winning Organization strategy.