Philip Morris International: the Effect of Its External Environment (Chapter Three (3) - the Marketing Environment)

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PHILIP MORRIS INTERNATIONAL: THE EFFECT OF ITS EXTERNAL ENVIRONMENT (CHAPTER THREE (3) - THE MARKETING ENVIRONMENT) Philip Morris International or in short – PMI is the leading international tobacco company in terms of market share. Their product line features seven of the world’s top 15 brands, where one of its top-selling cigarette brands is Marlboro on a worldwide basis. It has over 75,000 employees and its sell products over 160 countries and holds about 16 percent share of the total international cigarette market outside United States. It also has the largest market share in 11 of the top 30 cigarette markets, excluding the US market. PMI continues to innovate across its brand portfolio to serve different needs of various customers and as a means of stimulating sales of its product. But in order for the PMI to take the future ahead for their ambitious market expandition, they first must struggle to understand and overcome with their external environments which will be on their way. The challenge for a firm’s strategic leader is to understand what the external environment’s effects are on the firm today and to predict with as high a degree of accuracy as possible what those effects will be on the strategic actions in the future. One of the PMI’s General or Macro-Environment are The political / Legal Segment, where the regulation that being set in the US market regarding the selling tobacco are more restrictive than in the global market. The Political / Legal Segment is the arena in which the organizations and interest groups compete for attention, resources, and a voice in overseeing the body of laws and regulations guiding interactions among nations as well as between firms and various local government agencies. This affecting the marketing management of PMI on how to conduct their business with strategic actions, and since they are aware of this,

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