Philip Morris Case Study Free Essay, Term Paper and Book Report
Philip Morris: Marlboro Friday
Marlboros Competitive Position in early 1993
In early 1993 Marlboros competitive position was a relatively good one: it had considerable customer captivity, given the addictive nature of the product and the fact that its consumers tend to be very brand loyal; as a result of this, it could command a price premium on its products, which let them enjoy a profit of 55¢ per pack vs. 5¢ for discount brands; it enjoyed some economies of scale, derived from its high fixed cost that was advertising ($86 million vs. $36 million for the second highest advertising spending brand, Newport); it had high gross profit margins (above 76% of operating revenues); and relatively stable share (it has been above 20% for the last decade).
However, this last point has been a source of concern, since they are losing some share to the discount brands (from a high of 26.2 in 1989 to 24.4 in 1992). The effect of discount brands gaining share was also seen in the decline of Marlboros sales and shipments.
Marlboros Marketing Strategy
Marlboros marketing strate......
Word Count: 926
Page Count: 3.7 (250 words a page / double spaced)
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