A marketing plan with strategic marketing recommendations for the Du Maurier cigarette brand.
Written in 2009; 3,152 words; 6 sources; APA; $ 91.95
Paper Summary:
This paper focuses on providing a detailed outlook on Imperial Tobacco Canada's Du Maurier cigarette brand in relation to the Canadian tobacco market. Imperial Tobacco Canada is the most prosperous cigarette manufacturer in Canada, and Du Maurier is the most popular brand and the key aspects that allow Du Maurier to have such a privileged position on the market are discussed in this paper as well as strategic marketing recommendations.
Outline:
Introduction
Situation Analysis
Market Situation
Macro environment
Demographic Situation in Canada
Economic Situation
Political-Legal Situation
Ecological Situation
Socio - Cultural Situation
Technological Situation
Competitive Situation
Opportunities and Issues Analysis
Strengths and Weaknesses
Opportunities and Threats
Objectives
Financial Objectives
Marketing Objectives
Marketing Strategy
Target Market
Positioning
Product
Pricing
Distribution Outlets
Marketing Communications
Market Research
Action Program
Financial Impact
Reference list
From the Paper:
"In the present, on political ground, Canada is facing a series of challenges regarding public demands for quality improvements in health care and education services, on the one hand, and separatist concerns in predominantly francophone region of Quebec. Canada is a constitutional monarchy, a parliamentary democracy, and a federation. Canada's administrative divisions are consisted of 10 provinces and 3 territories. The legal system is based on English common law. In Quebec, the civil law system is mostly based on French common law.
The executive branch is consisted of: the chief of state, the head of government, and the cabinet. The legislative branch is represented by a bicameral Parliament consisting of the Senate and the House of Commons. The judicial branch is consisted of the Supreme Court of Canada, Federal Court of Canada, Federal Court of Appeal, Provincial Courts. The most important political parties are: Bloc Quebecois, Conservative Party of Canada, Green Party, Liberal Party, and Democratic Party. The political situation is unlikely to affect Du Maurier somehow in the future."
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