MARKETING STRATEGY EMPLOYED BY TOBACCO COMPANY AND THE PROSPECTS FOR GROWTH.
MARKETING STRATEGY EMPLOYED BY TOBACCO COMPANY AND THE PROSPECTS FOR GROWTH.
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Date
2002-12
Authors
ABDULYEKINE, EL-YAKUB
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Abstract
ABSTRACT
This research work is primarily concerned with the phenomenon of
marketing strategies employed by Tobacco Companies and the prospects for
their growth. A case study of the British American Tobacco Zaria, was
undertaken with a view towards taking a critical analysis of the type of
marketing strategies adopted by different brands of cigarette and of course to
also examine the prospects the company has for growth and continuity.
However, a research study on British American Tobacco is
incomplete without a flash back into the activities of Nigerian Tobacco
Company Ltd, Zaria – a company that BAT has inherited. The research has
evaluated briefly the marketing strategies employed by NTC before and the
current strategies adopted by BAT. Attempt has been made with much
emphasis on marketing strategies adopted by the present corporate
management of BAT.
The British American Tobacco Company has completely deviated
from the older marketing strategies of its predecessors (NTC) ranging from
direct involvement of dealers in distribution channels to franchising and
marketing executives penetrating nook and corners of their target market
with a view to encouraging motivating and initiating outlets including
attractive incentives.
Marketing Strategy Employed by Tobacco Company and the Prospects for Growth. 8
Evaluation of the company’s marketing strategies was undertaken and
in the event a number of useful recommendations were analyzed and put
forth to management, direct at enabling the firm to effectively market its
wide range of cigarettes brands.
Marketing Strategy Employed by Tobacco Company and the Prospects for Growth.
Description
DEPARTMENT OF BUSINESS ADMINISTRATION, INSTITUTE OF
ADMINISTRATION A.B.U. ZARIA
Keywords
MARKETING,, STRATEGY,, EMPLOYED,, TOBACCO,, COMPANY,, PROSPECTS,, GROWTH., CASE STUDY,, BRITISH,, AMERICAN,, TOBACCO,, NIG. LTD ZARIA