Chewing Gum Essay

Shareholders consideration in implementing new plans Because of BAT's already strong position in the Central Asian market, these promotional campaigns should be a high priority for investors and shareholders. BAT maintains a policy that it serves as a producer, and not a retailer. Therefore, its innovative efforts should focus on new products, such as the production of new brands of anti-smoking chewing gum. In Central Asia, particularly Kazakhstan, about 60 percent of the population makes up the current smoking market. Of that total, 20 percent are young people, aged 15 to 20 years, who are interested in giving up smoking, or who suffer from tobacco addiction. This is likely to increase because of the various restrictions set by government,

Chewing gum has traditionally been associated with the food industry, and it will take associating the technology of this new product with the current line of cigarettes, as they deliver nicotine, albeit in smaller doses than in cigarettes. Monitoring the marketing success of this product should be done by the strategic management of the company, as shareholders will likely demand information on profit and expenses. Indeed, all financial statements should be made readily accessible throughout the entire business life of this new project. Naturally, the goal is to dominate the market in this segment, just as it has targeted the dominance of its more traditional

An example where the BAT Group is enjoying particularly strong success with its currently available products is in the Chinese market. The Central Government of the country already permits BAT to invest in the market as a producer, so it has distributed and sold its products across the country for some time. Its huge population provides a great opportunity for BAT to successfully sell more and more of its commodities. The country currently consumes 40 percent of all the world's cigarettes – around 2.2 trillion cigarettes annually. From year to year, the demand continues to increase, so the BAT Group continues to invest more resources in this country's huge