Marketing Plan for British American Tobacco Company (BAT) Essay

Marketing Plan for British American Tobacco Company (BAT) - Essay Example The report entails the marketing plan of BAT and considers the current marketing environment, situational analysis and marketing objectives that should be implemented in order the changes in consumer attitudes towards consumption of the traditional tobacco products such as cigarettes and cigars. The report will also outline the marketing mix strategy that BAT should implement in order to attain the marketing objectives. British American Tobacco (BAT) has market presence in more than 200 countries across the world but has received criticism due to its controversial products that have adverse health effects on the consumers. Some of the leading global brands include Lucky Strike, Benson & Hedges, Pall Mall, Dunhill, and Rothmans. BAT has a strong market presence in Britain and entire European market and its traditional products such as cigars, pipe tobacco and cigarettes are experiencing a decline in demand due to high consumer awareness of the adverse impacts of nicotine on their health. In response, BAT has started developing next-generation products that include the heat-not-burn devices and electronic cigarettes. BAT has implemented a new vision strategy that will enable the company to attain leadership of the global tobacco industry and enhance the shareholder value. Marketing is concerned with anticipating and meeting the changing consumer needs and preferences through offering new products, new uses of the product and added benefits to the products.