Order Winner and Order Qualifier: A Case Study of British American Tobacco

Strategies of Company 1
Operation Management

Strategies of Company 2
Executive summary
The major aim of this assignment is to bring attention towards the concept of order winner and
order qualifier. It is necessary to bear in mind that the characteristics of order winner and order
qualifier are entirely dependent on the specific conditions of the market. This report has entailed
depth information regarding both concepts by taking consideration of British American Tobacco
Plc. A literature review will elaborate on the importance of both concepts with the help of books,
journal articles and online sources. There is various strategy of supply chain from which the
company can improve the system of delivering process.

Strategies of Company 3
Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
Literature Review............................................................................................................................4
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Strategies of Company 4
Introduction
The competition is increased day by day due to technology advancement and in the current
competition, companies are facing confronts in the context of serving customers in better terms.
There are various competition dimensions which need to be considered by the company at the
time of attaining the competitive advantages. It is hard for the company to focus on all
dimensions simultaneously as they would require a huge investment in order to get a sense of
direction and pay attention to getting their competitive advantages in the marketplace. The main
aim of this assignment is to draw attention towards Order qualifier and Order Winner. The
review of the literature will be demonstrated depth understanding of both concepts in an effective
manner.
Background of British American Tobacco
British American Tobacco was introduced in 1902 and merged with Imperial Tobacco and
American Tobacco. BAT (British American Tobacco) has continued its geographical expansion
in anticipation of the 1960s and it has been found that BAT has acquired non-tobacco businesses
like Argos and Saks, because of amplifying fear that the concern of health over smoking will
bound the cigarette industry that is why it renamed itself in the form of BAT industries (BAT,
2018). BAT industries reinforced its premium brands segment by obtaining Rothmans
International. It has been found that there are 5,400 billion cigarettes manufactured globally, with
China as the large single market. The gross turnover of British America Tobacco plc is £43.8
billion with revenue of £14.9 billion (BAT, 2018).