2
British American Tobacco................................................................................................3
Introduction........................................................................................................................3
Findings..............................................................................................................................4
BAT’s Current Strategic Positioning...............................................................................4
PESTEL Analysis........................................................................................................5
The External Micro Environment....................................................................................7
Porter’s Five Forces Model.........................................................................................8
Internal Analysis............................................................................................................10
Porter’s Value Chain Analysis...................................................................................10
Strengths and Weaknesses Analysis..............................................................................14
SWOT Analysis.........................................................................................................14
Innovation Strategy........................................................................................................15
BAT’s Strategic Situation..............................................................................................16
Cost Leadership.........................................................................................................17
Differentiation............................................................................................................17
Focus Strategy...........................................................................................................17
Future Expansion.......................................................................................................17
Recommendations for Growth and Development.............................................................18
Strategy Selection..........................................................................................................20
CANVAS Business Model for Strategy Implementation..............................................21

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