Phillip Morris Marketing Analysis
Table of Contents
Introduction
- Background
- History
- Purpose / Objective ....3
Methodology . 4
Case Analysis: - Financial Status
- The Industry:
Market Segmentation
SWOT analysis . ... .. .5
I. Introduction
Background:
To most, Philip Morris (PM), is only known as a dominant force in the manufacturing and marketing of cigarettes. However, over the past thirty years, as a result of numerous acquisitions and diversification strategies, PM has become a highly respectable participant in many markets. These markets not only include the tobacco industry but also the beer brewing, food processing, and financial services industries. In fact, PM has become the largest cigarette company in the United States, the second largest beer brewer in the United States, and the second largest food processing company in the world.
Philip Morris's offices are headquartered in Richmond, VA. Its services at this location include manufacturing, processing and support offices; it also has a manufacturing facility in Cabarrus County, North Carolina; a material conversion plant in Louisville, Kentucky; sales offices crisscrossing the U.S.; and an office in The Commonwealth of Puerto Rico.
History:
Since its origin in England, the majority of PM's growth came through various acquisitions. One of its most major investments included the purchase of 53% of Miller Brewing Company in 1969. Another major investment included the purchase of General Foods Corporation for 5.6 billion dollars in 1985. The most recent transaction included PM's acquisition of Nabisco Corporation in 2000. (see complete table on Exhibit A).
Purpose/Objective:
The purpose and objective of this report is to demonstrate the various strategic approaches that Philip Morris has taken to grow in the industry by adjusting to market trends and consumer needs. We believe that PM stands by its mission statement. A mission statement
Introduction
- Background
- History
- Purpose / Objective ....3
Methodology . 4
Case Analysis: - Financial Status
- The Industry:
Market Segmentation
SWOT analysis . ... .. .5
I. Introduction
Background:
To most, Philip Morris (PM), is only known as a dominant force in the manufacturing and marketing of cigarettes. However, over the past thirty years, as a result of numerous acquisitions and diversification strategies, PM has become a highly respectable participant in many markets. These markets not only include the tobacco industry but also the beer brewing, food processing, and financial services industries. In fact, PM has become the largest cigarette company in the United States, the second largest beer brewer in the United States, and the second largest food processing company in the world.
Philip Morris's offices are headquartered in Richmond, VA. Its services at this location include manufacturing, processing and support offices; it also has a manufacturing facility in Cabarrus County, North Carolina; a material conversion plant in Louisville, Kentucky; sales offices crisscrossing the U.S.; and an office in The Commonwealth of Puerto Rico.
History:
Since its origin in England, the majority of PM's growth came through various acquisitions. One of its most major investments included the purchase of 53% of Miller Brewing Company in 1969. Another major investment included the purchase of General Foods Corporation for 5.6 billion dollars in 1985. The most recent transaction included PM's acquisition of Nabisco Corporation in 2000. (see complete table on Exhibit A).
Purpose/Objective:
The purpose and objective of this report is to demonstrate the various strategic approaches that Philip Morris has taken to grow in the industry by adjusting to market trends and consumer needs. We believe that PM stands by its mission statement. A mission statement