Research On The Marketing Strategy Of CTI Company In Romania Tobacco Market

In the year 2006, China officially entered "Framework Convention on Tobacco Control"(WHO FCTC). In recent years, the health consciousness of the public gradually waked up, the tobacco control strength was stronger and stronger and the whole society paid more and more attention to tobacco products, all of which, to a certain extend, suppressed the development of Chinese tobacco in China. Therefore, internationalization became the inevitable demand of the development of Chinese tobacco industry. Chinese tobacco must participate in the competition of international tobacco industry and search for the development in oversea market. With the trend of international tobacco control strengthens day by day, Western Europe and North America and other developed countries have introduced the stringent tobacco control, smoking policies, tobacco business is deteriorating living environment, people smoking rate dropped significantly, in this context, international tobacco giants will sights on tobacco control less stringent in Eastern Europe and other countries in the region.In Eastern Europe, with a high proportion of smokers can reach about 40% of the population, and people’s living level is relatively high, have the ability to purchase high-grade cigarette. Therefore, tobacco market in Eastern Europe, competition is very intense between the international giant, in Romania particularly.CTI Company (China Tobacco International) is a tobacco company which was founded by Chinese tobacco industry in early year. And with brilliant geographic position, mature tobacco market and large market capacity, Romania is an ideal springboard for the internationalization of Chinese tobacco. However, after the development of more than 10 years, CTI Company still faces a lot of problems like weak foundation, poor strength of products and lack of brand appeal. Confirming the company strategies, and choosing market taCTIcs in brands, products, prices, channels, promotions and etc. are the pending issues which should be solved at present.This paper firstly analyzes the development history of CTI Company and the domestic environment of Romanian tobacco market, comprehends the chances and challenges that CTI Company faces in the macro-environment; then as per the interpretation of Romanian cigarette industry, analyzes the general status of tobacco industry that CTI Company locates through Five Forces; then makes clear the competition advantages and disadvantages of CTI Company through competition analysis, and finds out the outside threatens and chances of CTI Company in Romanian tobacco market; dig out the core competition of the enterprise; at last, as per the above challenges and risks reacted by the above levels, chooses the market strategies of CTI Company in Romania tobacco market in the future certain period and determines its competition strategies combination in brands, products, prices, channels and promotions.This paper is the competition strategies research on specific enterprise in specific market. Through the research of this paper, It is hoped to search for a good development of CTI Company in Romanian tobacco market.