Market Research

12 Pages 3008 Words

vement and executing with excellence, combined with a history of corporate philanthropy and giving back to the communities where we live and work helped us to grow and prosper. By 1983, Philip Morris USA had become the largest cigarette company in the country, and it remains the industry leader today because it continues to build on and improve upon those attributes that got us here.
Philip Morris USA Inc. home offices and facilities include headquarters, manufacturing, processing and support facilities in the Richmond, Virginia area; a manufacturing facility in Cabarrus County, North Carolina; a materials conversion plant in Louisville, Kentucky; sales offices crisscrossing the U.S.; and an office in The Commonwealth of Puerto Rico.
Our success comes from the diverse array of talented people at Philip Morris USA. Our employees range from world-class engineers and researchers to highly trained manufacturing specialists to experts in sales, marketing, finance, communications and human resources. Our Company has enjoyed a low turnover of employees, including our unionized plant specialists, many of whom have spent their entire careers working for PM USA and whose diverse abilities have helped PM USA remain competitive and successful.
Philip Morris USA brands include Marlboro, Virginia Slims, Benson & Hedges, Merit, Parliament, Alpine, Basic, Cambridge, Bristol, Bucks, Chesterfield, Collector's Choice, Commander, English Ovals, Lark, L&M, Players and Saratoga.
PM USA's retail share for the first quarter of 2004 led the industry at 49.6%, according to data from the IRI/Capstone
Total Retail Panel.*
The following chart summarizes retail share performance for PM USA's brands in the first quarter of 2004, based on data from the IRI/Capstone Total Retail Panel.




2.1 Decision Problems
Client¡¦s Problem: Decreasing in the sales volume

ľ Should Marlboro reduce the price of the cigarettes?
ľ Should M...