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Mr

MARKETING MANAGEMENT- DEC 2007
Question: Develop a Marketing Plan for a UK FTSE-listed company for the next 3 years
The plan should include the following sections:
• Mission Statement
• Financial summary
• Market overview
• SWOT analysis
• Assumptions
• Marketing objectives and strategies
• 3-year forecast and budgets

I will conduct a report on British and American Tobacco’s in order to find out more information about the company itself and tobacco sector in the UK. During my report, first we will briefly be looking at the history of British and American Tobacco Plc and BAT’s mission statement and then we will touch upon their financial summary, market situation and their strengths, weaknesses, opportunities and threats by doing the SWOT analysis. On the same time we will also be looking at their competitors, 3-year forecast and their budgets.
I will be focusing on British and American PLC specifically in the UK market.
INTRODUCTION
British and American Tobacco Plc is the second largest tobacco company in the world. It’s based in UK and US. It’s a company from the FTSE 100 index with a market capitalisation of over 29 million as June 2005.
British and American Tobacco Plc was founded in 1902 and that was the time when British Imperial Tobacco Company and the American company of the US decided to form a joint venture. The agreement between these two companies was not to trade in each other’s territory and to assign trademarks, export businesses and overseas subsidiaries to the joint venture.   After the agreement the British and American Tobacco business took place in countries as diverse as Canada, China, Germany, South Africa, New Zealand and Australia. (see BAT(British and American Tobacco official web-site).
They are the world’s second largest tobacco group by local market share. With brands sold in more than 180 markets. Company employ over 55.000 people worldwide.

In 2006, BAT’s subsidiaries enabled governments worldwide to gather over £16...