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분야
docTobacco Industry
BAT (British American Tobacco)
BAT in South Korean Tobacco Market
Marketing Environment
Marketing Strategy
2. Competition in Korea Market
Main Competitors in Korea Market
The history of the Korea tobacco industry
The trend of the tobacco industry in the Korea
3. Success and Failed Strategies
Successful Case
Failed Case
Tobacco industry plays as a pioneer in the modern marketing. Tara Parker-Pope’s ‘Cigarettes: anatomy of an industry from seed to smoke’ acknowledge that the tobacco industry represents promotion and marketing itself. It is the industry’s marketing ability which made tobacco a high necessity good for billions of people around the world, despite the product’s nature of harmfulness. The world tobacco industry has been recently hit by the criticism on major companies’ social responsibility as the awareness of the product’s harmfulness increases. This is followed by anti smoking campaigns and various regulations in the global market. Despite the adverse environment, the industry is still growing and its influence on the world economy has not weakened.
A question then arise, what type of marketing strategy the industry has been applying in order to form a huge global market and what would be effective strategy to adopt in changing environment. The question can be tackled by analysing an individual company which has been adopting its strategy successfully to changing environment.
