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Philip Morris International’s global strategy: Comparative cases of French and Chinese market

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documents in English
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term papers
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22 pages
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  1. Introduction
    1. Formal presentation
    2. Resources
    3. Philip Morris International's job
  2. Overview on the global marketing strategy
    1. Major motives
    2. The market expansion strategy
    3. Three traditional entry modes for PMI
  3. The differential strategy for the French and the Chinese market
    1. Macro environmental analysis
    2. STP process
    3. Porter industry analysis
    4. The mix analysis
    5. The entry mode in the French market and the Chinese market

In 1954, the US Tobacco company Philip Morris started to develop its sales activities overseas by choosing an accessible market not so far from USA by creating an affiliate society in Australia. In 1955, PM Overseas was born and was established as an international division. Today, Philip Morris International is the leader on the traded tobacco industry thanks to its Marlboro brand, which is well-known worldwide.

Philip Morris International is the world's leading international tobacco company and the fourth most profitable international consumer goods company. Over the years, they have demonstrated strong performance through organic growth and new market entries, and by acquiring and integrating companies. Their strong infrastructure, strategic focus, resources, employees and brands position them to succeed today and in the future.

In 2008, PMI had net revenues excluding excise taxes, worth $25.7 billion, up $2.9 billion or 12.7% versus 2007 and up $1.3 billion or 5.6% on an organic basis, excluding acquisitions and currency, representing the high end of their long-term, constant currency target growth rate of between 4% and 6%.
The operating companies' income grew an impressive $1.5 billion or 16.7% and $O.9 billion or 9.9% on an organic basis.

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