From Philip Morris to Altria
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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BSTA077 |
Electronic Format: Rs.
500;
Courier (within India):Rs. 25 Extra
Themes- |
| Case Length |
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18 Pages |
| Period |
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2003 |
| Organization |
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Philip Morris |
| Pub Date |
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2004 |
| Teaching Note |
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Not Available |
| Countries
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USA |
| Industry |
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Tobacco |
Abstract:
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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.
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Contents:
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
From Philip Morris to Altria
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