In the course of 2020, we conducted a review of Scandinavian
Tobacco Groups corporate strategy. The result was a new
company profile 2021
company profile 2021
OUR STRATEGY
PURPOSE
VISION
CRAFT THE RITUALS THAT
MAKE US MORE
BE THE UNDISPUTED,
GLOBAL LEADER IN CIGARS
updated strategy Rolling Towards 2025 - which we
presented to the Groups 11,000 employees in 2020.
The strategy renews and revises the
Groups ambition and vision - and sets a
clear direction for the next five years with
five focused must-win battles and a set of
defined values to support us in being our
very best.
Rolling Towards 2025 cements our focus
on cigars and will ultimately enable us to
become a larger company, to grow
EBITDA and create outstanding cash
generation for ourselves and our
shareholders.
scandinavian tobacco group
Organised around a vision of being the
undisputed, global leader, Rolling Towards
2025 will allow Scandinavian Tobacco
Group to become a stronger, more
simplified, and more attractive company
to work for and do business with.
14
SHARPENED FOCUS
For over 250 years, Scandinavian Tobacco
Group have been makers of rituals. We
have honed our craft to make rituals:
premium products and experiences to our
consumers cemented by textures, flavors,
and aromas.
Past achievements has brought the
Group to where it is today, and will serve
as a guide forward. However, in order
to grow and outperform competitors in
an industry with declining volumes we
continually need to sharpen our strategic
focus on the products, processes, and
consumer experiences that really make a
difference. Scandinavian Tobacco Groups
new strategy Rolling Towards 2025 will
do exactly that.
UNDISPUTED GLOBAL LEADER
Rolling Towards 2025 will allow
Scandinavian Tobacco Group to become
a stronger, more simplified, and more
attractive company to work for and do
business with.
Our common purpose will unite
Scandinavian Tobacco Group across
brands, products and markets. It will give
a new perspective on why we exists and
provide guidance on how we conduct
business and how we can strengthen the
experience we offer to our consumers.
As we organise ourselves around a vision
of being the undisputed, global leader
in cigars we sharpen our focus on cigars,
handmade as well as machine-rolled.
This is where we will strengthen our
business and pursue future investments.
We will have strong returns from our other
categories such as pipe tobacco and fine
cut, yet cigars are our primary focus going
forward and the first thing we need to
succeed with to accelerate growth and
value creation.
FIVE MUST-WIN BATTLES
Rolling Towards 2025 is based on
five must-win battles the focus areas we
need to succeed with by 2025 to reach our
ambition of becoming a bigger and more
profitable company with outstanding cash
generation for our shareholders.
OUR MUST-WIN BATTLES
Our five must-win battles represent our key priorities and
dictate the prioritisation of time and resources.
GROW OUR
HANDMADE CIGAR
BUSINESS
DRIVE SUSTAINABLE
PROFIT GROWTH IN
MACHINE-ROLLED
CIGARS
SIMPLIFY EVERYTHING
WE DO
INTEGRATE
NEW MERGERS AND
ACQUISITIONS
EMBRACE A
PERFORMANCE CULTURE
scandinavian tobacco group
R
olling Towards 2025 is the natural
next step in the development
and professionalisation of
Scandinavian Tobacco Group.
15
OUR MUST- WIN BATTLE STORIES A TRANSFORMATION TO LEAD BUSINESS GROWTH P. 16 HOW TO SELL CIGARS IN A PANDEMIC P. 19 INTEGRATION THE KEY INGREDIENT FOR A SUCCESSFUL ACQUISITION P. 21 KEEP IT SIMPLE P. 24 PLANNING THE UNPLANNABLE P. 26
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SCANDINAVIAN TOBACCO GROUP A/S Sandtoften 9 2820 Gentofte Denmark CVR 31 08 01 85 Make www.st-group.com