Analysis of Phillip Morris - Assignment Example

The firm has chosen to implement a global strategy that allowed the firm to reach the highest amount of the population by penetrating 180 of the 210 countries worldwide (Pmi). The company complies with its legal requirement of notifying in the packaging of each box of cigarettes that their product should only be used by people above the age of 18 years. This strategy shows that the company is socially responsible. Another demographic group that the firm warns should not smoke its product is pregnant women. Once again the label of the cigarette box states that cigarette smoking is dangerous for women that are pregnant. These two packaging warnings are examples of how Phillip Morris has adapted to the social-cultural environmental force.

The demographic target market of Phillip Morris is smokers between the ages of 18-35 years of age. The creation of the Marlboro Man is an example of a character that was created by the company to adapt to the social-cultural force by creating a character the common person could relate to.  These smokers are more receptive to changes in brand. Older smokers tend to purchase the same brand of cigarettes every day. It is important for cigarette companies such as Phillip Morris to achieve customer retention due to the fact a daily smoker that stays with your company and purchases a daily box at $6 generates  $2,190 in retail sales yearly.