Measuring market orientation of Muscle Pharm Corp. (MSLP:US) British American Tobacco South Africa | Page 7

British American Tobacco South Africa: Evaluating the role and substance of its strategy in achieving sustainable competitive advantage

Image 1: Business Model - Strategy and Vision of BATSA – (BATSA, 2014)

In brief, the business model of BATSA, which can be seen in image 1, is designed to deliver sustainable
growth in earnings per share (EPS) for the shareholders on a primary purpose. It is built around
consumer’s needs, integrated value chain, sourcing, production, distribution and is supported by a
consistent strategy, with growth and productivity driven by a winning organization acting responsibly at
all times (BATSA, 2014).

2.1 Strategic Imperatives
Relevant to BATSAs’ described strategy, the following strategic imperatives emerge (Opu, 2011):
1. Focused on increasing operational efficiency on its biggest plant in Africa, Heidelberg
2. Industry leading product portfolio, arranged to satisy consumer needs and societal notions
3. Optimum product availability through superior distribution network and customer service
4. Continue to remain market leader within the South African market
5. Perception as a responsible company in an industry that is seen as contentious
6. Aspiration to minimize obstruction to effective, efficient and proper operations by linking network of
people, processes, places and business partners
7. A winning environment encouraging passion for the business, talented people and personal
achievement