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Philip Morris Philip Morris (Pakistan) Limited Business Strategy Submitted To Dr. Zahid Riaz Submitted by Abdul Rehman Sohail Ayesha Majid Donia Ismail Eleena Naz Minal Zafar Rimsha Malik Sharmeen Abbas Date 10-June-2020 Table of Contents 1 INTRODUCTION ............................................................................................................................................. 3 1.1 BUSINESS MODEL ............................................................................................................................................. 3 1.2 STRATEGIC FOCUS ............................................................................................................................................. 3 1.3 PRODUCT RANGE .............................................................................................................................................. 4 1.4 FINANCIAL OVERVIEW ........................................................................................................................................ 5 1.5 MARKET SHARE ................................................................................................................................................ 7 1.6 MANUFACTURING ............................................................................................................................................. 7 1.6.1 Tobacco Curing ........................................................................................................................................ 7 1.6.2 Cigarette manufacturing process: ........................................................................................................... 8 1.7 TRADE MARKETING AND DISTRIBUTION ................................................................................................................. 8 2 PHILIP MORRIS OVERVIEW .......................................................................................................................... 10 2.1 MISSION ....................................................................................................................................................... 10 2.2 VISION .......................................................................................................................................................... 10 2.3 COMPANY GOALS............................................................................................................................................ 10 2.4 STRATEGIC OBJECTIVE ...................................................................................................................................... 11 2.5 PHILIP MORRIS GUIDED PRINCIPLE ..................................................................................................................... 11 2.5.1 Employment Stability ............................................................................................................................. 11 2.5.2 Financial Stability ................................................................................................................................... 11 2.5.3 Special Recognition Awards ................................................................................................................... 11 2.6 BUSINESS CHALLENGES ..................................................................................................................................... 12 3 INTERNAL ANALYSIS .................................................................................................................................... 14 3.1 REVENUE ....................................................................................................................................................... 14 3.2 INDUSTRY GROWTH ......................................................................................................................................... 15 3.3 PROFITABILITY RATIOS ...................................................................................................................................... 16 3.4 LIQUIDITY RATIOS ............................................................................................................................................ 17 3.5 IFE MATRIX ................................................................................................................................................... 18 3.6 PORTER’S FIVE GENERIC STRATEGIES .................................................................................................................. 19 3.7 SUPPLY CHAIN MODEL ..................................................................................................................................... 19 3.7.1 Value Chain ............................................................................................................................................ 19 3.7.2 Supply Flow ............................................................................................................................................ 20 3.8 MARKETING STRATEGY ..................................................................................................................................... 25 3.9 SALES FORCE STRUCTURE .................................................................................................................................. 25 3.10 SALES STRATEGY ............................................................................................................................................. 26 3.11 TRADE MARKETING ......................................................................................................................................... 27 3.12 SUMMARY ..................................................................................................................................................... 28 4 DISTRIBUTION AND INCENTIVES MODELS ................................................................................................... 29 4.1 MARGIN/COST PLUS/HYBRID COST PLUS 2.0 ...................................................................................................... 29 4.2 POLICY ON DUMPING ....................................................................................................................................... 30 5 GENERAL ENVIRONMENT ............................................................................................................................ 30 1 5.1 MAIN COMPETITORS ....................................................................................................................................... 32 6 TAXATION ................................................................................................................................................... 33 6.1 SOCIAL CULTURE & DEMOGRAPHIC TRENDS ......................................................................................................... 34 6.1.1 Social Trends Globally and in Pakistan................................................................................................... 34 6.1.2 Culture Trends Globally and in Pakistan ................................................................................................ 35 6.1.3 Demographic Trends Globally and in Pakistan ...................................................................................... 37 7 INDUSTRY ANALYSIS .................................................................................................................................... 38 7.1 PORTER’S FIVER FORCES MODEL ANALYSIS .......................................................................................................... 40 7.1.1 Threats of New Entrants ........................................................................................................................ 40 7.1.2 Bargaining Power of Suppliers ............................................................................................................... 41 7.1.3 Bargaining Power of Buyers ................................................................................................................... 42 7.1.4 Threats of Substitute Products or Services ............................................................................................. 42 7.1.5 Rivalry among the Existing Competitors ................................................................................................ 42 8 NON-PRICING COMPETITION ....................................................................................................................... 43 8.1 COMPETITOR ANALYSIS .................................................................................................................................... 44 9 COMPETITIVE PROFILE MATRIX ................................................................................................................... 46 9.1 MAJOR OPPORTUNITIES & THREATS TO TOBACCO INDUSTRY ................................................................................... 46 9.1.1 Opportunities ......................................................................................................................................... 46 9.1.2 Threats ................................................................................................................................................... 47 10 EXTERNAL FACTOR EVALUATION MATRIX ................................................................................................... 48 11 OBJECTIVES ................................................................................................................................................
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