Marketing Audit and set Marketing Objectives for British American Assignment

Marketing Audit and set Marketing Objectives for British American Tobacco Company - Assignment Example The threats facing the company include the illicit and counterfeit trade, stringent regulations, high excise taxes and stiff competition. BAT can use its strengths to exploit opportunities in the e-cigarette customer segment, lucrative China market or make strategic acquisitions in emerging markets. BAT is a leading global tobacco company that was founded in 1902. The company has operates in more than 200 countries and has attained success through acting responsibly in the controversial tobacco industry (Lussier 2008). BAT has a diverse product portfolio that includes more than 200 brands that are sold in more than 200 markets across the world. The market is estimated at one billion adult smokers and some of the global brands include Dunhill, Pall Mall, Rothmans, Benson & Hedges, and Lucky Strike. Yach and Bettcher (2000) outlines that BAT has a strong presence in all geographical markets such as Americas, Asia-Pacific Western Europe, Eastern Europe, Middle East and Africa and has established 45 cigarette factories in 41 countries across the world (p 210). The traditional BAT tobacco products include the cigarettes, cigars, pipe tobacco while the next-generation products that are more innovative include the electronic cigarettes and heat-not-burn devices (Hagele 2010). According to the 2013 financial results, BAT attained strong market and strong earnings growth despite unfavourable operating environment and currency movements in some parts of the world. The company increased its diluted earnings per share by 6 percent in 2013 and total dividends were increased by 6 percent. The company managed to sell 676 billion cigarettes in more than 200 market and recorded 15,260 million pounds in revenues. BAT adopted a new vision and new strategy in 2013 that reflects the needs of the consumers. BAT has implemented a sustainability approach to its