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Marketing Plan - Assignment Example
Pages 12 (3012 words)
Marketing Plan Abstract The report is about formulating a marketing plan for Philip Morris, the tobacco giant of USA. In this context the report has undertaken various researches from the past literatures as well as some authentic academic resources. In the process of preparing the marketing plan the report has discussed about the global tobacco industry and has also emphasized on the US tobacco market…
Furthermore the report has also presented the marketing strategy by which Philip Morris can grab the intended market segment. Finally the report has also highlighted some of the contingency plans as well as the budget for the coming three years. Table of Contents Tobacco Consumption 4 Philip Morris: A Brief Introduction 5 Situation Analysis 5 Industry Analysis 5 Market Characteristics 7 Consumer Analysis 8 Competitor Analysis 8 Product Offerings 9 SWOT Analysis 9 Market Research and Information 10 Marketing Strategy 11 Missions and Values 11 Marketing Objectives 11 Financial Objectives 11 Target Market Segment 12 Positioning 12 Broad Overall Strategy 12 Marketing Mix 13 Financials 14 Control Procedures 14 Contingency Plan 15 References 16 Appendices 18 Tobacco Consumption The tobacco industry consists of a number of corporations that manufactures and sells tobacco and its related product all over the world. However among the tobacco products cigarettes are the most popular. Studies reveal that there are billions of smokers around the world, although the figure dipped due government interventions. The interference of Governments of respective countries and banning of cigarettes in few places has hugely affected the sales of cigarettes. Also the health issues of cigarettes are impacting in the sales. ...