Abstract

Philip Morris (PM) is the largest cigarette manufacturing company in the world, controlling half the market share in the US. Over the years, it has faced various challenges: anti-smoking campaigns, legal battles and price wars. The company has responded to these challenges by expanding overseas operations and diversifying into the food business through the acquisition of Kraft and General Foods. In 2003, PM changed the group name from Philip Morris to Altria. Simultaneously, Louis Camilleri became the new chairman. The case closes with the question as to what strategy Camilleri should follow to take Altria to further heights.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Philip Morris, Altria, Cigarettes, Tobacco, Smoking, Environmental Protection Agency, Marlboro, Fast moving consumer goods, Kraft Foods, Louis Camilleri, Millers Brewing Company, Food and Drug Administration, PM International, Smokers, Strategy