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Organizational Overview
global market share, with brands sold in more than 180 markets. They have over 300 brands in their portfolio. In 2008, their subsidiaries enabled governments worldwide to gather almost 22 billion a year in taxes, including excise duty on their products, more than eight times the Groups profit after tax.
The worlds second largest quoted tobacco group by
look into the market before making any decision. Making spur of the moment strategic decisions reduces the likelihood that these decisions are the best A better approach is to perform an annual comprehensive review of markets and opportunities, then make long-term strategic decisions without the distractions of day-to-day marketing and sales activities.
What needs or problems cause customers to consider buying from the company? What improvements in the customer's personal or business life can we enable or improve? Which customer market segments are attracted to our company or products? Which customer motivations or values lead people to decide to purchase our products? What changes or trends in our customer base are affecting their general interest or attraction to products like ours?
Price
Packaging Promotion Place
Methodology
Developing the Strategic Marketing Plan: The strategic marketing plan process typically has three stages:
Market leader or product line extension Mass marketing or targeted marketing Direct or indirect sales
and the purchase process, it's time to create the strategic marketing plan. The strategic marketing plan document usually includes:
Market Characteristics Key Success Factors Competition and Product Comparisons Technology Considerations Legal Environment Social Environment Problems and Opportunities
strategic marketing plan it's time to take the next step -- create the tactical marketing programs and projects needed to implement the plan. These tactical programs usually include: Product Development Plan Marketing Communications Plan Sales Development Plan Customer Service Plan
Limitations
certain perversions faced by the group which hindered the project in itself and forced to use the alternative. Initially, a questionnaire was created, but the project is as such that the referred companys personnel would not answer such questions. For, this would create a leakage in the companys confidential information which is eventually harmful for the companys strategy and would be marked as Red-Alert questions. As a consequence, we were unable to include primary data. As secondary trait, group coordination also became a factor which includes lack of communication. And moreover, as the company is of a very high level, it became almost impossible to find out the major problems. Finally, excessive information was required which made the work stressful.
To the extent that the project is concerned, there were
Acceptability is concerned with the expectations of the identified stakeholders (mainly shareholders, employees and customers) with the expected performance outcomes, which can be return, risk and stakeholder reactions. Return deals with the benefits expected by the stakeholders (financial and nonfinancial). For example, shareholders would expect the increase of their wealth, employees would expect improvement in their careers and customers would expect better value for money.
Major Findings
The selected company is one of the top ranking companies in the whole world. They do not tend to make mistakes to be found by an outsider. Though then we have tried to find some 1- The price of their products increased, therefore product consumption decreased. 2-The products they are marketing are injurious to health, therefore they are being pressurized by the government, and as a result they are unable to advertise for their products.
Recommendation
The price of their products is too high than any other companys
product. So the company should take proper steps to reduce the price of their product. To avoid such type of pricing problems they can use the two pricing strategy. This are-1-1-Cost based pricing.2-Value based pricing. According to their Sustainability Report 2007 they are trying to decrease the amount of harmful ingredients in their product. After they are successful they will be able to start advertisement for marketing their product and lead the industry more successfully. Finally, they HRM department of all the regions should be coordinated to bring out the best talents from all over the worldand their marketing strategy would be successful thereby.
Conclusion
The company is concerning about 1.2 billion smokers
directly or indirectly connected with this company. Already customers are interested with their products and services. We have tried to arrange all the information we possibly could cover about the strategic management in marketing of British American Tobacco.. The group has about 97,696 permanent employees and around 47,361 casual labor force. Its annual turnover is approximately TK. 161325 crore (around US$ 2151 Million) in Asia pacific and thus has contributed much to the industrialization and development of the socio-economic position in the world.