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British American Tobacco -Strategic Marketing

   

Added on  2021-06-15

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Running head: BRITISH AMERICAN TOBACCO Strategic Marketing[British American Tobacco]Name of the student:Name of the university:Author note:

1BRITISH AMERICAN TOBACCOTable of Contents1. An introduction to the business, including a detailed description of its background and currentoperations.........................................................................................................................................22. A description of the corporate strategy (mission, vision, goals and objectives) of theorganisation in terms of its marketing strategy................................................................................23. A selection of two countries that BAT has expanded their business into and reasons why theymight have chosen these countries..................................................................................................44. A description of the marketing strategy that the company has established in its new location...65. The likely challenges that the business might face in expanding and operating in the chosencountry. Include the steps that business must consider, in order to deal with these challenges inthe marketing context......................................................................................................................76. An explanation of how the organisation can exhibit "corporate social responsibility" in itsactions/activities..............................................................................................................................77. An effective marketing approach that can be taken by the manager in each phase of theproduct life cycle.............................................................................................................................88. Recommendations on how your chosen marketing strategies might be effective for theorganisation......................................................................................................................................99. Conclusion...................................................................................................................................9References......................................................................................................................................10

2BRITISH AMERICAN TOBACCO1. An introduction to the business, including a detailed description of its background andcurrent operationsBritish American Tobacco is one of the largest publically traded tobacco firms in theworld. It is headquartered in London, United Kingdom. It provides nicotine and tobacco productsto millions of adult customers across the world. The fact that had so far supported the company isits efficiency to meet the demands of smokers in terms of blends. The company was able toestablish its name as the market leading firm due to its leading innovations in production process(Bat.com, 2018). They claimed to have travelled decades in meeting the preferences of adults. Thecompany claims to have used innovative strategies in order to produce the reduced-risk nicotineand tobacco products (Bat.com, 2018). The company claims to have transformed and is engagedin transforming the tobacco experience with its reduced-risk products. The company hasreportedly acquired the Reynolds American Inc. (RAI) in 2017. The acquisition claims to havetransformed both the geographic reach and scale of the business. Claims are also made like thecompany is now in better positions to fulfil its ambition to master the production of reduced-risktobacco and nicotine products (Bat.com, 2018).Currently, the company has its presence in many global locations and is identified asdifferent brands in different countries it now operates in. Few of its country of operations areNew Zealand, India, Germany, Bangladesh, Russia, Kenya, Vietnam, Jamaica, Uzbekistan andothers. The presence is identified in the name of range of brands such as Benson & Hedges,Wills, Xon, Black Allen and more (Bat.com, 2018). The study is purposefully aimed at analysing the marketing strategies of the company.This is worth a study because of a fact that Tobacco companies are historically known as to hidethe information from public (Gilmore, Fooks, Drope, Bialous & Jackson, 2015). Hence, thestudy identifies whether BAT is in the same line with its marketing strategies or has gone anunconventional way to prove the difference in them. 2. A description of the corporate strategy (mission, vision, goals and objectives) of theorganisation in terms of its marketing strategy

3BRITISH AMERICAN TOBACCOMission: The mission statement in regards to marketing strategies is to target the adultsmokers only while keeping the children away from it (Bat.com, 2018). In this way, the missionstatement suggests the company’s concerns for the society as it is not willing to enter a market ortarget the audience if not being allowed to. However, the commitment looks unjustified inSomalia due to its violation of Sharia Law. In the late 2008 and the early 2009, a Sharia Law wasimposed against the use of cigarettes in Somalia. Al-Shabaab had banned the sales of cigarettesin Somalia; however, British American Tobacco (BAT) claimed to have violated the ban and hadaccused of distributing the cartons of cigarettes to Somalia traders (Journalnow, 2018). Vision: The vision of BAT is to satisfy its consumers by taking care of their preferences,behaviour and concerns (Bat.com, 2018). It means that the company is aligned to the concerns ofpeople. However, this is not at all true. This can be understood from the fact submitted in the“International Journal of Tobacco Control” which states that adolescent becomes a quick addictof nicotine. Once they are addict of nicotine and tobacco it becomes a difficult for adolescents toquit the habit (Tobaccofreekids.org, 2018). It is undeniable that the adolescents do not have BATas the one option for cigarettes; however, this is also true that they are the leading publicallytraded tobacco brands in the world and hence, the adolescents may also be using the cigarettesfrom BAT in some parts of world. Goals: The goal of British American Tobacco (BAT) is to “not mislead the people aboutthe risks of using tobacco and nicotine” (Bat.com, 2018). However, the tobacco industry has along history of hiding the entire facts related to the contents. Additionally, useful marketingstuffs are used to make a wrong publication (Symons, 2015). In such circumstances, it is verydifficult to consider that BAT is being genuine in marketing the nicotine and tobacco products.According to Armstrong, Adam, Denize & Kotler (2014), harmful products are sometimemarketed as to contain the less harmful thing or have considered reducing the risks of using it. Itis therefore attempted to misguide the perception of the target customer segment. Objectives: British American Tobacco (BAT) has the following objectives (Coombs,2017):To ‘not mislead people on the risks of using nicotine and tobacco products’ To target only the adult smokers

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