Marketing Plan

Topics: Cigarette, British American Tobacco, R. J. Reynolds Tobacco Company Pages: 9 (1961 words) Published: February 21, 2013
School of Applied Science and Foundation Studies

MARKETING PLAN
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FBM102 – PRINCIPLES OF MARKETING
|Name |:NORDIN BIN BASIR | |Matric Number |:121008739 | |I/C Number |:920618-10-5093 | |Lecturer |:MR.ZISHAN | |Title |:British American Tobacco Malaysia | |Submission Date |: | TABLE OF CONTENT

|CONTENT |PAGES | |Executive Summary |3 | |Current Marketing Situation |4 | |Market Description |5 – 6 | |Product Review |7 – 8 | |Competitive Review |9 – 11 | |SWOT : Strengths |12 | |Weaknesses |12 | |Opportunities |12 | |Threats |12 | |Marketing Strategies : Positioning |13 | |Product Strategies |13 | |Pricing Strategies |13 | |Distribution Strategies |13 | |Recommendations |14 |

EXECUTIVE SUMMARY

BRITISH AMERICAN TOBACCO MALAYSIA

British American Tobacco Malaysia was from the merger of the tobacco business of Rothmans of Pall Mall (Malaysia) Berhad and Malaysian Tobacco Company Berhad on 3 November 1999.The merger brought together two established companies, pooling talent, experience and unrivalled portfolio of highly successful international brands to create the largest tobacco company in the country.

Today, there are the clear market leader of the Malaysian cigarette industry, with nearly 70 per cent share of the market, and currently rank among the top 10 companies on the Kuala Lumpur Stock Exchange. British American Tobacco Holdings (Malaysia) B.V. is the largest shareholder in the Company with a 50 per cent shareholding. Other major...
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