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Strengths
Strategy
KPIs
Weaknesses
Marketplace commentary
Business overview
British American Tobacco’s report starts with a ‘quick read’ section that outlines its vision and strategy. This strategy is reiterated and explained in the business review – and then each of the four strategic elements is expanded to show how they’ve been approached over the past year.
It’s an approach that scores well – but what raises BAT’s strategy marks even further is the inclusion of relevant performance measures. Two of the four strategic priorities relate to corporate responsibility and employees. While other companies mention these issues up front and then fail to refer to them again until the back of the narrative section,
BAT successfully integrates this information throughout the report. One of the biggest weaknesses is the lack of information about market trends. An overview is provided in the chief executive’s review, but this lacks detail. A clear business overview showing the business’ structure and activities is also missing.
Online
The chairman’s statement and chief executive’s review are both provided in video format – as well as text – in BAT’s HTML report. Other than this, the report takes a fairly standard approach. A number of internal hyperlinks help navigation, while clicking on KPI graphs reveals the
data behind the charts.
The corporate comparison resource
Print
BAE Systems
