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In: Business and Management

Submitted By nanayhaw
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PHILIP MORRIS COMPANIES- CASE ANALYSIS
COMPANY HISTORY:
Philip Morris International, Inc. engages in the manufacture and sale of cigarettes and other tobacco products in markets outside the United States of America. Its portfolio comprises international and local brands. The companys primary international brands include
Marlboro, L&M, Philip Morris, Chesterfield, Parliament, Lark, and Virginia Slims. Philip Morris International operates in the European Union, the Middle East and Africa, Asia, and Latin America. Its local brands principally include Bond Street in eastern Europe; Red & White in central Europe; A Hijau, A Mild, and Dji Sam Soe in Indonesia; Diana in Italy; Optima and Apollo‐Soyuz in Russia; Morven Gold in Pakistan; Boston in Colombia; Best and Classic in Serbia; f6 in Germany; Delicados in Mexico; Assos in Greece; and Petra in the Czech Republic and Slovakia. The company is based in New York, New York. Philip
Morris International, Inc. operates independently of Altria Group, Inc., as of March 28, 2008.

PRODUCT MIX
We have the industry's strongest and most diverse brand portfolio, led by Marlboro, the world’s number one selling brand and L&M, the fourth most popular brand. This portfolio includes a variety of blends and styles, across 150 distinct brands and over 1,900 variants. In fact, 7 of the top 15 brands in the world are ours.

* MARLBORO
Marlboro is the world’s leading cigarette brand, outselling the closest competitors by almost three times. In 2007, Marlboro’s volume outstripped the combined volume of the four major brands belonging to each of our biggest competitors.

* L&M
L&M originated in the USA in 1953. It is now the fourth most popular cigarette brand worldwide with a 2007 shipment volume of 92 billion units.
Between 2002 and 2007, L&M’s volume grew at a compound annual growth rate of 1.7%,

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