Marketing Management Report on Philip Morris International – Marlboro Cigarettes

Marketing Management Report on Philip
Morris International – Marlboro

Assessment task details and instructions
Critically analyse and appraise how effectively Philip Morris International deploys the principles
and practices of marketing management in response to a turbulent marketing environment.
Focus on PMI’s Marlboro cigarette product within the scope of one country of your choice – this
should be the country for which you can find the best published/referenced data sources for
example: on the company website, the company’s annual reports, sector reports produced by a
The report must cover the following 5 main headings with the listed sub-headings and content:
(1) Introduction (maximum 100 words)
 Keep this as short as possible, it only sets the context of the report but is worth
little to no marks
 Define which country/market the report is focused on
(2) The marketing environment, and the current level of turbulence it is presenting (1500
words; 30 marks)
 Critically evaluate the theoretical and practical underpinning of marketing
management, in the context of an evolving and competitive marketing
environment by providing the following:
i. PESTLE analysis for macro environment as a table
ii. SWOT analysis for the internal and external environment as a
iii. Porter’s 5 Forces for competitive analysis as a diagram or table
iv. VRIO analysis to establish strengths of the organization as a
diagram or table

(3) The marketing mix (2000 words; 40 marks)
 To critically appraise and apply the marketing mix in the context of the Marlboro
cigarette brand. Do not just describe the theories – apply them to the
organization and sector
 This section should cover the 7Ps: product, price, promotion, place, packaging,

positioning and people
 Get data for each of the Ps from published/referenced data sources example the
company website, the company’s annual reports, sector reports produced by a
 Analyse the current branding strategy for Marlboro cigarettes
(4) Segmentation, targeting, differentiation and positioning (500 words; 10 marks)
 Insightfully analyse the segmentation, targeting, differentiation and positioning
strategies of the Marlboro cigarette brand
 Cover PMI’s planned move to a “smoke-free” future via the IQOS product:

(5) Recommendations for how the company can improve its use of marketing
management in response to the turbulent marketing environment. (1000 words; 20
 This section is the conclusion of the report. Do not write a separate conclusion.
 Recommendations must be SMART:
i. specific (who in the organization will take the action recommended, the
Marketing Director, the Finance Director, the Business Development
ii. measurable
iii. achievable
iv. realistic and
v. time bound (when will they take the action, how long to complete
vi. Include multiple references to current best practices from
academic or practitioner sources that support each recommendation
 Consider growing focus on the health aspect of traditional cigarettes versus the
less harmful alternatives like electronic cigarettes (PMI’s new IQOS product) and
vaping (PMI currently has no vaping products)
 Consider the demand from smokers for flavoured smoking options (growing ban
of menthol flavoured cigarettes already implemented in the EU and intended to
be implemented in the USA soon, for example) which could be catered to if the
company would create products like flavour cards or capsules that can be
purchased separately to recreate the iconic Marlboro menthol or other flavours
Your work must be correctly referenced throughout in the Harvard format. 30 References are
required of which at least 20 must be from peer reviewed journals.
Font size 12, Times New Roman. Spacing 1.5. Total word count excluding tables and references
is maximum 5000 words.
The report must have a logical flow and be presented in a clean format. Use headings and
subheadings, all clearly outlined in a table of contents.

Fountain Writers
Calculate your paper price
Pages (550 words)
Approximate price: -

Why Work with Us

Top Quality and Well-Researched Papers

We always make sure that writers follow all your instructions precisely. You can choose your academic level: high school, college/university or professional, and we will assign a writer who has a respective degree.

Professional and Experienced Academic Writers

We have a team of professional writers with experience in academic and business writing. Many are native speakers and able to perform any task for which you need help.

Free Unlimited Revisions

If you think we missed something, send your order for a free revision. You have 10 days to submit the order for review after you have received the final document. You can do this yourself after logging into your personal account or by contacting our support.

Prompt Delivery and 100% Money-Back-Guarantee

All papers are always delivered on time. In case we need more time to master your paper, we may contact you regarding the deadline extension. In case you cannot provide us with more time, a 100% refund is guaranteed.

Original & Confidential

We use several writing tools checks to ensure that all documents you receive are free from plagiarism. Our editors carefully review all quotations in the text. We also promise maximum confidentiality in all of our services.

24/7 Customer Support

Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.

Try it now!

Calculate the price of your order

Total price:

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

No need to work on your paper at night. Sleep tight, we will cover your back. We offer all kinds of writing services.


Essay Writing Service

No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.


Admission Essays & Business Writing Help

An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.


Editing Support

Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.


Revision Support

If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.