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Master Teza Analiza Tržišta Duvana I Duvanskih Proizvoda Sa Posebnim

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Master Teza Analiza Tržišta Duvana I Duvanskih Proizvoda Sa Posebnim UNIVERZITET SINGIDUNUM DEPARTMAN ZA POSLEDIPLOMSKE STUDIJE I ME ĐUNARODNU SARADNJU MASTER TEZA ANALIZA TRŽIŠTA DUVANA I DUVANSKIH PROIZVODA SA POSEBNIM OSVRTOM NA ME ĐUNARODNU REGULATIVU DUVANSKE INDUSTRIJE Mentor Student prof. dr Nemanja Staniši ć Nikola Stevanovi ć 415213/2011 Beograd, decembar 2012. Sadržaj Uvodna razmatranja ........................................................................................................................ 6 Prvi deo: Duvan i duvanski proizvodi na tržištu .......................................................................................... 12 1.1.Uzgajanje duvana ................................................................................................................ 13 1.2.Trgovina duvanom .............................................................................................................. 16 1.3.Tipovi duvana ...................................................................................................................... 17 1.4.Duvanski proizvodi ............................................................................................................. 20 1.4.1.Tipovi duvanskih proizvoda ......................................................................................... 21 1.5.Nikotin ................................................................................................................................. 22 Drugi deo: Segmentacija tržišta duvana i duvanskih proizvoda ..................................................................... 24 2.1. Segmentcija tržišta duvana i duvanskih proizvoda ............................................................ 25 2.2. Cigarete - lider na tržištu duvanskih proizvoda ................................................................. 26 2.3. Konzumenti duvanskih proizvoda ...................................................................................... 28 2.3.1. Konzumiranje duvana i duvanskih proizvoda kod maloletnih osoba muškog i ženskog pola ........................................................................................................................................ 29 2.3.2. Konzumiranje duvana i duvanskih proizvoda kod odraslih osoba muškog i ženskog pola ........................................................................................................................................ 30 Tre ći deo: Analiza duvanskih kompanija ....................................................................................................... 32 3.1. Vode će duvanske kompanije .............................................................................................. 33 3.1.1. Japan Tobacco ............................................................................................................. 33 3.1.2. China National Tobacco Corporation .......................................................................... 35 3.1.3. British American Tobacco ........................................................................................... 35 3.1.4. Philip Morris International .......................................................................................... 36 3.1.5. Altria Group ................................................................................................................. 38 3.1.6.Imperial Tobacco Group ............................................................................................... 39 3.2. Koncentrisanost tržišta duvanske industrije - HHI ............................................................ 40 3.3.Analiza duvanske industrije pomo ću Porterovih sila .......................................................... 41 2 3.3.1.Snaga kupaca ................................................................................................................ 43 3.3.2. Snaga dobavlja ča ......................................................................................................... 44 3.3.3. Novi u česnici ............................................................................................................... 45 3.3.4. Supstituti ..................................................................................................................... 46 3.3.5. Rivalstvo ...................................................................................................................... 47 Četvrti deo: Me đunarodna regulativa u duvanskoj industriji ........................................................................... 48 4.1.Me đunarodna kontrola duvana ............................................................................................ 49 4.1.1. Društvena o čekivanja kontrole duvana ........................................................................ 50 4.2.Konvencija o kontroli duvana - FCTC ................................................................................ 52 4.2.1.Hronološki razvoj FCTC .............................................................................................. 53 4.2.2.Ugovorna tela ............................................................................................................... 55 4.2.3.Implementacija Konvencije .......................................................................................... 55 4.2.4.Progres Konvencije od stupanja na snagu .................................................................... 56 4.2.5.Odredbe Konvencije o kontroli duvana ........................................................................ 57 4.3. Lobiranje u duvanskoj industriji ........................................................................................ 58 4.3.1. Lobiranje protiv kontrole duvana na primeru Malavi ................................................. 60 Peti deo: Analiza sistema kontrole duvana i duvanskih proizvoda .............................................................. 65 5.1. Kontrola duvana i duvanskih proizvoda iz perspektive sistema ........................................ 66 5.2. Osnovni odnosi duvanske industrije sa okruženjem .......................................................... 66 5.3. Organizacioni sistem makrookruženja iz perspektive duvanske industrije ....................... 68 5.3.1.Duvanska industrija ...................................................................................................... 69 5.3.2. Sistem duvanske kontrole ............................................................................................ 70 5.3.3. Regulatorni sistem ....................................................................................................... 71 5.3.4. Spoljni uticaji ............................................................................................................... 72 5.4. Programi za prevenciju konzumacije duvanskih proizvoda ............................................... 72 5.4.1. Direktna ušteda ............................................................................................................ 73 5.4.2. Godišnja ušteda prilikom primene programa za kontrolu i prekid konzumacije ........ 74 5.4.3. Budu će uštede programa za kontrolu konzumacije duvanskih proizvoda .................. 75 5.5. Return on Investment – na primeru Washington-a (SAD) ................................................. 76 3 Šesti deo: Na čela marketinga u duvanskoj industriji ..................................................................................... 79 6.1. Marketing koncept poslovanja duvanske industrije ........................................................... 80 6.2. Marketing pristup u istraživanju tržišta .............................................................................. 80 6.2.1. Definisanje ciljanog tržišta .......................................................................................... 81 6.2.1.1. Demografska segmentacija ....................................................................................... 82 6.2.1.2. Geografska segmentacija .......................................................................................... 83 6.2.1.3. Bihejvioralna segmentacija....................................................................................... 84 6.2.1.4. Psihografska segmentacija ........................................................................................ 85 6.3.Marketing miks na primeru duvanske industrije ................................................................. 86 6.3.1.Promocija ...................................................................................................................... 86 6.3.2.Distribucija ................................................................................................................... 89 6.3.3.Cena .............................................................................................................................. 91 6.3.4.Proizvod ........................................................................................................................ 92 6.3.4.1.Pakovanje................................................................................................................... 93 Sedmi deo: Customer Relationship Management u duvanskoj industriji ........................................................ 94 7.1. Odnosi sa potroša čima ....................................................................................................... 95 7.1.1. Klju čni elementi CRM-a u duvanskoj industriji ......................................................... 96 7.1.2. Struktura CRM-a u duvanskoj industriji ..................................................................... 98
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