Research On Marketing Strategy Of B.A.T In China

Tobacco is a kind of fast consumer goods with little diversity. The tobacco industry is one of the most drastic competitive industries . With the development of over hundred years, the industry is developing towards district marketing partition and national monopolization, so the competition is converting into the level of the strategic one. As an outstanding enterprise in tobacco industry, British&American tobacco Co., Ltd is now confronted with the difficulty of how to occupy the market of china and advance into the whole region of the world. This paper will study on the marketing strategy for British&American tobacco Co., Ltd and the problem of how to make a strategic breakthrough under the new circumstances to gain the durable and sound development.China had enter WTO in 2001,The tobacco tax from 65% falls 25%, it carry the chinese tobacco industry into the centre of world tobacco industry .B.A.T is the second tobacco company in the world ,has 110 years history ,has good performance in the world tobacco industry .For the market challenge ,very important how to increase corperation core-competitiveness.this paper is research the B.A.T china market stategic.Analyse product price channel and promotion ,tobuild whole sales systerm .This paper is divided into five parts. Chapter one indicates the background of the thesis, the course of the development and the newest development trend of this industry in China. And the significance of the thesis is also being said. Tobacco product is a kind of special product .Not only in advanced country but also in advancing country, policy is management and control in history of tobacco advance.The earliest tobacco history in middle ming dynasty .the tobacco position very low in sociaty . The war to Chinese nature economic over ,foreign tobacco enter china. China is the biggest market in the world .eight No 1 in china ,tobacco plant is No1,tobacco volume is No1,increase speed is No1,sales volume is No1 ,cigarette increase is No1,smoking people is No1,smoking people increase is No1 .china is very important marketing for the international tobacco company. Chapter two introduce B.A.T enter china in 1992.build B.A.T china, build the first office in Peking.analyzes the marketing strategy circumstances of the corporation, including macroscopic circumstances analysis, trade analysis, competitive state analysis and client analysis. Chapter three analyzes the marketing capability, competitive state. The advantages and disadvantages of the enterprise itself are defined. The opportunity and threat which are faced by the corporation is decided. The competitive status of the enterprise in china tobacco market is explicit, too. Cigarette keep advancing .B.A.T volume increase .good brand ,company image .not build the nation sales net ,the product create need prove.Must build market sales system ,direct for market ,ahead for product,depende channel .insure strength challenge . Our country tobacco industry is small product single ,weak in marketing and technology .no famous brand for challenge . Chapter four is B.A.T china market oriantention , B.A.T strategy is 3 parts : the first in market ,international lights for ASU30 ,high . Chapter five is the core of the paper which based on the analysis of Chapter two and three. The marketing strategy and marketing combined strategy is especially made for British&American tobacco Co., Ltd and the marketing defense system which enable the implement of the strategy is made as well.This paper, applying for the theory knowledge of marketing, makes the marketing strategy and the combined strategy which are in accordance with the development trend of tobacco Market and in interest of the enterprise itself. This paper has a strong meaning on the decision of marketing strategy in other industries of fast consumption although the tobacco industry is involved in this paper.