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Malik Mujataba Aneesh

British American Tobacco Company Brief

Division’s 

The brief has been divide into 4 basic questions which are further explained in detail with the techniques used.  where

are we now?  where we want to be?  what are we doing to get there?  how will we know we have arrived?

where are we now?

Mission Statement 

We are the world’s second largest quoted tobacco group by global market share, with brands sold in more than 180 markets.

SOURCE:

British American Tobacco History 

Market: Past, present, and future –.  Present –  Future –.  Past

SOURCE: gurdian(2007),

SWOT Analysis – Strength, Weaknesses S T R E N G T H

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  

 W E A K N E S S E S

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   

SOURCE: Mintel, Fiona Velish, 2007 The Guardian

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Effective communication Online growth Loyal customers Strong management team Strong brand equity Strong financial position Pricing Diseconomies to scale Low R&D No online presence Not diversified Ubiquitiouegory, products,

SWOT Analysis – Opportunities, Threats O P P O R T U N I T I E S

T H R E A T S

SOURCE: Mintel,

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Acquisitions

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Financial markets (raise money through debt, etc)

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Online

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Product and services expansion

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Takeovers

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Competition

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Cheaper technology

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External changes (government, politics, taxes, etc)

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Exchange rate fluctuations

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Maturing categories, products, or services

Consumer Analysis Diverse culture:  United kingdom more culturally diverse than ever before.  7.9% = non white ethnic groups  Indians were the largest of these groups, followed by Pakistanis, those of Mixed ethnic backgrounds, Black Caribbeans, Black Africans and Bangladeshi’s. Not evenly spread across the country:  45% = London  13% = West midlands  8% = South-east  8% = North-west  7% = Yorkshire and Humber Sources: Census, 2001, Office for National Statistics, Annual Report and s (2009)

PEST Analysis

Key Facts Demand for British Tobacco;  49.2% like to try out new products  61.1% enjoy eating foreign food  15.1% have time to spend preparing and cooking food Employment: Cooking sauce usage:  SOURCE: GB TGI, BMRB Summer 2002 & 2004 & Quarter 3 2006/Mintel Source: Census (2001) Source: Annual s (2009) Source: Labour Force Survey (2002)

how will we know we have arrived?

Market Leading Companies and Range of Products

SOURCE: mintel

Market Shares in 2002 - 2010 Market shares in the British Tobacco Products and Market leadership in online bespoke cerebrate market.

SOURCE: Mintel

Competitors Market Share in Tobacco Market 2006 - 2010 2006 – 2010

SOURCE: Mintel

Internal Environment

British consumers are increasingly enjoying foreign foods through travel, coupled with the diverse population in the UK

Return of the family meal, more consumers state they ate more regularly as a family

Consumer tastes are being developed by television shows encouraging a more adventurous approach to food

Less reliance on takeaway meals, as consumers cooking from scratch, willing to experiment, trying out new recipes

Grocery outlets are trying to emulate the “home cooked” taste in their ranges of Indian food, in the search for authenticity

SOURCE: Mintel, www.patak.co.uk

Boarder Market Environment

Balancing home cooking with increasingly busy schedules, consumers are looking for convenient, quick and easy meal solutions

The core demographic of 20-34 year olds is predicted to grow by 4.5% between 2006 and 2011

The British population mix is changing, and more supermarkets are broadening their offering targeted at the increasingly diverse population

Single person households are projected to reach 8.22 million in 2010, banquet style ready meals for one have provided variety within this market

As awareness of issues like food miles, local sourcing and animal welfare becomes more mainstream, retailers will need to meet stricter standards

SOURCE: Mintel,

4 P’s – Price, Place Promotion, Product

Price:

Product:

4 P’s

Promotion:

SOURCE: Mintel,

Places/Distribution:

where we want to be?

Marketing Objectives 

Segmentation, Targeting, Positioning  Market

Leader  Cater unleashed Markets.  Potential Customers  First company to introduce bespoke  Current Position is 1st.

SOURCE: Mintel

what are we doing to get there?

Structure, Planning and Implementation

SOURCE: Mintel

References

Thank you for Smoking

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