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7th, August, 2011
Table of Contents
PTC’s MARKETING ENVIRONMENT 5
The Micro-Marketing Environment: 5
The Micro-Marketing environment of PTC: 6
PORTER’s Five Forces Model: 7
The Macro- Marketing Environment: 9
The Macro-Marketing Environment of PTC: 9
PESTEL Analysis: 9
PTC PRODUCT PORTFOLIO 12
BCG Matrix: 12
SWOT Analysis: 14
IDENTIFYING THE MARKETING STRATEGIES 15
The Marketing Equation: 16
The Ansoff Matrix: 17
The Marketing Mix: 19
CHANGE AND THE CHOSEN STRATEGY 20
Pakistan Tobacco Company, commonly known as PTC in Pakistan, is the hub of incremental innovation. The report includes a thorough analysis of the company and its marketing operations. PTC happens to be as old as its host country and has the honor of being the first ever multi-national company of the country. PTC operates under British American Tobacco (BAT). As far as the operational success of the company is concerned, it is highly noticeable that PTC is one of the highest contributors of tax income to the government. It is no doubt a market leader within the industry its serving.
PTC serves in the tobacco industry. The company manufactures tobacco products, mainly cigarettes of different brands. The market size is unimaginable as the consumption of tobacco is rising day by day in Pakistan especially in teenagers. However the market size is not limited to the teenagers, it includes adults as well. The company caters to a niche segment for the products too, i.e. women from elite class of Pakistan.
The philosophy of PTC is focused around increasing the shareholder value by providing the consumers with quality tobacco products meeting their requirements. The company has focused its operations around three business principles that are: Good Corporate Conduct, Mutual Benefit &...