Subject category:
Strategy and General Management
Published by:
IBS Center for Management Research
Length: 18 pages
Data source: Published sources
Share a link:
https://casecent.re/p/19698
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Abstract
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.
About
Abstract
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.