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The company’s diverse spread and leadership positions have helped cushion it against problems in specific locations. Through its alliance with Intercontinental Leaf Tobacco Co. Zimbabwe, and It's establishment of a manufacturing facility in Jebel Ali, the company has worked towards boosting its marketing efficiencies, in order to leverage its wide operational base while maintaining the flexibility to meet changing market demands. In the first half of 2005, the company boosted its tobacco sale and cigarette productivity by 25%. GLT has greatly increased flexibility to meet the market demand more profitably.

In addition to tobacco leaf, GLT has a strong brand portfolio of cigarettes (Four Registered Brand Names). They are good selling cigarettes in the region as well as in certain East European countries. Such strong brands provide GLT with the flexibility of launching new products as brand extensions. The popularity of the Viva brand has allowed the company to introduce Viva Lights. More importantly, strong brands provide GLT a competitive advantage over other players.

GLT has expanded internationally through its Intercontinental Leaf Tobacco affiliation and currently has operations in multiple countries around the world. It sells tobacco products and tobacco-related products in more than ten countries in addition to some duty-free markets.

This signifies the popularity of its brands and indicates strong understanding of consumer needs that helped establish it as a premier name. Moreover, the group’s strong market position provides it with scale benefits in the supply chain.

GLT believes that the greatest potential for international expansion lies within the growing African and Middle Eastern markets. These regions present formidable cigarette markets. Smoking rates are high across all age groups, young adults and women alike. The Middle East is the frontier of the tobacco industry, where vast numbers continue to expose themselves to tobacco and related products. Further, the adult female smoking population presents considerable potential for growth over the next few years. GLT has introduced new products targeted at the growing adult female smoking population by manufacturing “Slim Cigarettes-Lights” in order to spur the company’s future growth.

GLT places significant emphasis on the use of a highly effective distribution network and sales force in marketing its products. GLT’s strategy is to ensure the wide availability of its product ranges at competitive prices, by maximizing the number of points of sale outlets at which its products are offered. The company invests heavily in sales force management and marketing research analysis tools, which has provided it with a competitive advantage over its peers. Its trade marketing capabilities continue to improve the company's brands availability and visibility. The use of effective sales and distribution practice has given the company a stronghold within the markets it serves.