From Philip Morris to Altria

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Case Details:

Case Code : BSTA077
Case Length : 18 Pages
Period : 2003
Organization : Philip Morris
Pub Date : 2004
Teaching Note :Not Available
Countries : USA
Industry : Tobacco

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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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The new name reflected the company's evolution into a substantially larger, more diverse enterprise than we were originally.

- Geoffrey C. Bible, outgoing chairman and chief executive¹.

Adopting a new name for our parent company is a natural next step in the evolution of this enterprise, and I consider it a privilege to guide our family of companies through this journey.

- Louis Camilleri, Chairman & CEO².

Introduction

Effective January 27, 2003, Philip Morris (PM), the world's largest and most profitable tobacco seller, had changed its corporate name to The Altria Group, Inc. Altria became the name of the parent company of leading FMCG companies, Kraft Foods, Philip Morris USA, Philip Morris International and Philip Morris Capital Corporation. The management believed that the new name would help the company to insulate its non-tobacco divisions from the social, legal and competitive pressures that tobacco business faced. Louis Camilleri, the new chairman, reflected on the possibilities ahead for the company as it embarked on a plan to improve its corporate image...

Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies

Excerpts >>

1] www.Altria.com

2] www.Altria.com

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