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VISION:

ACHIEVE LEADERSHIP OF THE GLOBAL TOBACCO INDUSTRY

STRATEGY:
THE STRATEGY TO DELIVER OUR VISION IS BASED ON GROWTH, PRODUCTIVITY, RESPONSIBILITY AND
BUILDING A WINNING ORGANISATION.

Siddhant Vishal Chand S11108833

Yashitosh Yashneel S11109285

Roneel Prakash S11075539

Shavneel Chand S11108836


Department Person Specific Role Within the Team
Operations Siddhant Vishal Chand Mechanical Engineer
Sales and Marketing Yashitosh Yashneel Marketing Manager
Human Resources Roneel Rahul Prakash Human Resource Representative
Finance Shavneel Chand Financial Controller

Discuss the proposed timeframe of the project and how often the D4S team will meet?
For completion of a project in a timely, quality and financially responsible manner, the team needs
to schedule projects carefully. Effective project scheduling plays a crucial role in ensuring project
success hence to keep projects on track, realistic time frames is set, resources appropriately
assigned and quality is managed to decrease product errors. The timeframe of this project was
set to 3 weeks thoroughly represented by Gantt chart and informal meeting were held on a daily
basis followed by a formal meeting once a week where team members from each department
disused the progress report and other issues.

How will the D4S team communicate?


Communication is to set the stage for information and message flow through an organization.
Communication plays a vital role in the redesign process and the channel selected for transmitting
a message helps in maintaining the quality of the original message in its passage from the sender
to receiver. Regardless of the communication channel selected, the sender will encounter
obstacles. To counteract possible interference in the communication channel, the message should
attract attention, contain redundancy, continue repetition, or use a combination hence during
this redesign process, the D4S team will use formal and informal means to communicate. As
formal communication, the team used written and oral techniques such as cell phones and emails
to transmit goals, policies, instructions, memoranda, and reports; scheduled meetings; and
supervisory-subordinate interviews. Moving on to informal communication, team meet up during
tea and lunch breaks to verbally communicate and use of social media such as Facebook and
Viber.

How will the team communicate with the rest of the organization?
One of the more important forms of organizational communication is inter-departmental
communication, the Institute for Public Relations notes. The importance of communication
between different departments in an organization becomes most evident when that
communication breaks down. Implementing policies to strengthen inter-departmental
communication help to underscore its importance and maintain an efficient flow of information
hence the team will communicate with the rest of the organizations via emails, one to one
consultation, open meetings, presentations, use of visuals and simple terms, listening to other
members opinion.
Strengths Weaknesses
Strong market position Tobacco farms declining
Geographically diversified Increased health risk
Addiction Dealing with product with sensitive issues
New competitor discouraged Cannot promote product using public media
High product variety High cost
Government empowered to put health signs
on packets.
Low quantity packs not available (single roll)

Opportunities Threats
Light cigarettes Political legal
Rising popularity of smokeless tobacco Campaigns
Organic flavors electronic cigarettes
Introduction of twin packs to maximize profit competition from local tobacco i.e. suki
Government tax levy

Product Development Capacity

What is the main activity of the companies? Developing and producing its own products
(product-company), or does it use its production capacity for producing products for other
companies (capacity-company)?
The main activity of British American Tobacco is to use its locally produced tobacco and
manufacture its product which is the cigarette in various brands with different flavors. There are
3 different brands (Pall Mall, Benson & Hedges, Rotumans), each having different flavors. BAT is
a product- company. It is the only manufacturer of tobacco in Fiji.

On the average, how many redesigned products and how many totally new products are
launched into the market annually?
There are 3 different brands as discussed earlier. Recently, the company had redesigned 2 of its
brands. One of it being Benson & Hedges which was redesigned to 2 more variety namely, Benson
& Hedges Switch and Benson & Hedges Menthol. Another brand, Pall Mall which was redesigned
to extra 2 varieties also which were Pall Mall Menthol, and Pall Mall Red. These products were
introduced in 2 years hence annually a total of 2 variety (1 of each brand) were introduced.
Does the company have a product development department or do they normally contract out
designer services for product development?
The company has its own product development department which studies and analyses the sales
and its profit margin, manufacturing costs and other important aspects to determine whether any
product needs to be designed and developed. The product development departments consist of
members from all the departments from the administration to the sales and marketing
department of the organization. Each team member is to give reviews in the meetings and it is
given to us for redesigning process evaluation.

What is the general conclusion on the product development capacity of the company?
Product development involves the modification of an existing product or formulating a new
product that satisfies the market needs and also attracts new customers to maximize profit. Our
companys product development capacity is mainly done to benefit the customer. For example,
the menthol flavor gives a cold-like sensation while smoking, it is also a health benefactor which
relieves from minor pains, and also helps in filtering the air further than filter. The company is also
trying to introduce more flavors to help in order increase profit.
Internal and External D4S Drivers for the Company

Identify which internal and external D4S drivers are relevant to the company.

Priority Internal Drivers Pillars Priority External Drivers Pillars


Sustainable organic farming Planet NGO pressure and campaigns on Health issues People
Reduce in waste energy and smoke emission Planet Government Legislative Intervention Profit
Pressure from environmental groups to reduce
Increase profit Profit toxic fume emission Planet
Save Production cost Profit Public opinion on new product People
Reduce customer complains therefore
maintaining company reputation People
Implement automated systems Profit
Reach new customers Profit

Discuss if people, planet or profit should be balanced for the project or if one or two should be
prioritized.
Although it is preferred that all the pillars for D4S to be balanced, in some practical cases
prioritizing on one may lead to not meeting the other pillars. For example, to increase profit while
keeping health concerns and trying to save planet may be difficult although not impossible.

What is the goal of the D4S demonstration project?


Meet environmental, health requirement and customer demand.
Improve market position and reduce cost to increase profit.
Improve product sustainability.
Meet the upcoming government legislations requirements.
What are the product selection criteria?
Quality
Cost effectiveness to increase profit
Physician preference
Break through potential
Portion and package
Variety of product

Select a product out of the company portfolio that fits defined D4S product selection criteria.

Selected Product: Rotumans


Second Best Product: Pall Mall
Priority Internal Drivers Pillars Priority External Drivers Pillars
Increase profit margin for the selected product Profit Government Legislative Intervention Profit
Selected customers ( to maximize range and reach
more customer) People Impact of disposing filters on environment Planet
Environmental Safety (Biodegradable packaging People opting variety in terms of nicotine
improvement) Planet content. (light, medium or strong) People
Governments enforcement for redesign of
Organic tobacco Planet packets.( health warnings) People
Public opinion on new product after testing of
Cost reduction Profit sample People
Outline the phases of the product process tree and write them down (left column). Indicate for
these phases their physical location.

Phase Location

Farming and Harvesting of Tobacco leaves Tobacco Farms

Drying and Grading of leaves Tobacco Factory, Sigatoka

British American Tobacco Suva, Fiji

Removal of leaf veins and crushing into pieces BAT, Suva

Mixture of Chemicals and rolling process BAT, Suva

Packaging and Distribution of Sales BAT, Suva

Customers Fiji

Disposal Environment
Function

What is the main function of the product as perceived by the user?

The main function of the product is to be consumed by the user in terms of smoking. The user
either randomly or frequently uses the product depends on the users addiction to the product.
One of the primary ingredients of cigarette tobacco is nicotine, which is highly addictive.
Nicotine makes a user continue to crave cigarettes if the user tries to stop smoking. The product
makes the user to relax, to add a mini-hobby or habit which makes them occupied, and (or)
socialize with their peers.

User Scenario

-After meals
-Homes -Drinking
On -Bars 1hrs 4 52

Weeks a year
average

Days a week
Hours a day
-Working Place -Working hours
Mode during

the
product -University -Studying 2hrs 7 52
will be hours
used in
-Parties -Drinking
-Functions -After meals 2hrs 5
2

`
Location Homes, workplaces, food courts,
of use

Identify the D4S criteria that should be included in the D4S Impact Matrix:
1. Resource and Materials used for extraction
2. Energy used (Number of people employed on tobacco farms)
3. Product Specifications (Drying and Packaging) Waste consideration
4. Pollutants (Toxic gas emitted in the environment)
5. Responsibility (Disposing of buds and not encouraging adolescents into smoking)
6. Human Resource Management
7. Smoke Emissions
8. Costs
Issue Raw Materials Suppliers In house Distribution Use
Production
Resources The growing and farming of N/A N/A N/A N/A
tobacco is done on
allocated land size. Normal
agricultural practices and
undertaken to yield a
feasible amount taking in
consideration of the land.
Harvesting takes place
upon growing the leaves
which is later cut for drying
and other processes.
Energy Since farming is done on It is used on Post production The size of The cigarette
large size of land, the transportation as and mixing of packaging buds and
effective use of renewable vehicles, trucks chemicals including packets should
energy is essential. Due to and other load operations loading be easily
long sun hours, solar moving devices takes place. products on disposed as it
panels can be set up on like AGVs require Energy is used boxes and should be bio-
farms which can be used to fuel to operate. in machinery pallets for degradable to
power the warehouse for This should be and labor form. delivery locally reduce the
drying the leaves if minimized. Incorporation of is minimized. impact of
weather is not favorable. renewable The packet pollution on
energy devices sizes for the
is essential as cigarettes are environment.
factory will rely small so it is
less on fossil ideal for
fuels to oversee distribution.
its operations.
Waste Once harvested and dried, N/A Waste produced N/A The proper
the veins taken out of the during post use and
leaves should be used as production disposal of the
compost instead of processes product.
disposing it by burning or should be Packets and
throwing into rivers. reused or buds should
recycled instead be properly
of releasing it to disposed in
the rubbish bins
environment. instead of
This is essential throwing it in
because it the
reduces carbon environment.
footprints
released to the
environment.
Responsibility N/A N/A Proper N/A Responsibility
operation and is important as
production the consuming
management of this product
should be affects the
planned out. user and
This is a critical others around
stage as a the user. It
product for use relates mainly
is finalized. To to health
avoid any problems and
mishaps and misuse of the
incidents product.
management
responsibility is
essential.
Costs The farming and extraction The cost is The critical The marketing The user
of the tobacco farms is the minimum as stage in this strategy is spends
fundamental step in the delivery of the production planned out significant
achieving the final product. product for post- stage. Cost is and initial cost amount of
Initial cost is more as production is huge as running is small. This money in a
storage facility and labour considered. Other the factory helps to better long period of
cost is taken into factors include operations advertise the time if the
consideration. maintenance, fuel include many product for user is
costs as well as tasks. From consumption. addictive to
labour costs. machines, smoking.
equipment to Bigger
labour costs, businesses
the factory is which retail
able to achieve the product
to finished also spend a
product. Power handsome
consumption amount to buy
cost is also and sell the
taken into product.
consideration.
Based upon results of the D4S Impact Matrix, what are the top two D4S strategies for
improvement options?
Upon analyzing the D4S Impact Matrix in R5 above, the two D4S strategies for improvement are:
1.) Impact During Use
2.) Production Techniques

Based upon results of the D4S Drivers Selection, what are the top two D4S strategies for
improvement options?
Upon analyzing the D4S Drivers Selection in R6, the two D4S strategies for improvement are:
1.) Material Use
2.) Impact During Use

What D4S strategies will the company and project team focus on in the idea generation and
concept development stages?
The strategies the company and project team will focus on is:
1.) Low Impact Materials
2.) Production Techniques
3.) Impact During Use
4.) End-of-Life System

Work out the D4S Design Brief

Upon the completion of R1 to R5 worksheets, the R6 worksheet was analyzed in determining the various
D4S strategies affecting the product in terms of impact and drivers selection. The D4S drivers help
identify the concept of the product being developed and used by people, profit and planet. The design
brief takes in consideration the final D4S strategies that are considered to be essential in delivering the
final product effectively. Firstly, the low impacts materials help determine the quality of the product
produced. These materials include chemical mixtures and composition used for manufacturing the
product. Also the impact of the material has on the end user should be considered. In such a case, the
design brief considers that the end product achieved should have low impact materials present in it so
that it is not harmful when consumable. The production techniques include mixing, filtration and post
processing which are all automated thus more energy is consumed in producing the product. The impact
of use of tobacco is very serious as it is related to various health problems both to the smoker and the
people around. These impacts can be reduced by properly advertising the health risks associated with
the product. Finally, the end-of life system is important to consider in design brief as it should be
environmental friendly. The product is produced from tobacco leaves and has various materials added
during processing operations which are harmful to the human body as well as the environment. Thus
when the product is consumed, the end part that is left is the buds which should be disposed of properly
to reduce pollution.