At the city it does not matter how qualified you are. In the end they are gonna hire somebody from employee relatives or friends, people from some specific cultural group. I stayed there for 4 years and see children, relatives, friends being promoted shamelessly. If you protest, they you should be ready to pack your bags. Its a good thing you did not got that jobs, as it would have start your journey of misery, frustration and disappointment.
The final answer isn't important it is the process. Breaking it down into logical pieces is the key. Ie population of UK, % of smokers, types of smokers (heavy, light, no smoking), packs smoked per day etc. and then multiplying it out.
The part that provided the overview of the company's history. I feel it's always important to understand the roots of the company and what it's been through to come to its current place, and I appreciated the amount of detail on the website about the company's history.