Malik Mujataba Aneesh

British American Tobacco

Company Brief

Divisions

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 worlds 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

W E A K N E S S E S

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,

SOURCE: Mintel, Fiona Velish, 2007 The Guardian

SWOT Analysis Opportunities, Threats

O P P O R T U N I T I E S

Acquisitions Financial markets (raise money through debt, etc)

Online
Product and services expansion Takeovers

Competition

Cheaper technology
External changes (government, politics, taxes, etc) Exchange rate fluctuations Maturing categories, products, or services

T H R E A T S

SOURCE: Mintel,

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 Bangladeshis. 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 Accounts (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 Accounts (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

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

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

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

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

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 Ps Price, Place Promotion, Product

Price:

Product:

4 Ps

Places/Distribution:

Promotion:

SOURCE: Mintel,

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

Any Questions, Please