JTI-Macdonald Corp.: Dealing With The Value Segment Of The Canadian Tobacco Industry Harvard Case Solution & Analysis

IMD-5-0714 © 2006
Turpin, Dominique

In the month of November 2004; management of JTI-Macdonald Corporation (JTI-MC) in Canada was wondering how to contend with a major marketing challenge. The value segment had grown to represent 34% of the entire factory-made smoke quantity from just over 3% in 2002 despite an overall declining market in quantity. This represented an unprecedented scenario in the history of the tobacco industry.

Additionally; the worth segment was growing at the expense of the money-making superior section that represented the bulk of JTI MC’s sales. The JTI-Macdonald Corp advertising team needed to consider various alternatives to counter attack the opposition. Learning objective: This instance can be used to learn about advertising; cost direction; price wars and competitive analysis.

Subjects: Marketing; Price war; Price management;Tobacco; industry; Canada; Competitive analysis

Settings: Canada; Tobacco; Large; 2004

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