Assessment task details and instructions
Critically analyse and appraise how effectively Philip Morris International deploys the principles
and practices of marketing management in response to a turbulent marketing environment.
Focus on PMI’s Marlboro cigarette product within the scope of one country of your choice – this
should be the country for which you can find the best published/referenced data sources for
example: on the company website, the company’s annual reports, sector reports produced by a
The report must cover the following 5 main headings with the listed sub-headings and content:
(1) Introduction (maximum 100 words)
Keep this as short as possible, it only sets the context of the report but is worth
little to no marks
Define which country/market the report is focused on
(2) The marketing environment, and the current level of turbulence it is presenting (1500
words; 30 marks)
Critically evaluate the theoretical and practical underpinning of marketing
management, in the context of an evolving and competitive marketing
environment by providing the following:
i. PESTLE analysis for macro environment as a table
ii. SWOT analysis for the internal and external environment as a
iii. Porter’s 5 Forces for competitive analysis as a diagram or table
iv. VRIO analysis to establish strengths of the organization as a
diagram or table
(3) The marketing mix (2000 words; 40 marks)
To critically appraise and apply the marketing mix in the context of the Marlboro
cigarette brand. Do not just describe the theories – apply them to the
organization and sector
This section should cover the 7Ps: product, price, promotion, place, packaging,
positioning and people
Get data for each of the Ps from published/referenced data sources example the
company website, the company’s annual reports, sector reports produced by a
Analyse the current branding strategy for Marlboro cigarettes
(4) Segmentation, targeting, differentiation and positioning (500 words; 10 marks)
Insightfully analyse the segmentation, targeting, differentiation and positioning
strategies of the Marlboro cigarette brand
Cover PMI’s planned move to a “smoke-free” future via the IQOS product:
(5) Recommendations for how the company can improve its use of marketing
management in response to the turbulent marketing environment. (1000 words; 20
This section is the conclusion of the report. Do not write a separate conclusion.
Recommendations must be SMART:
i. specific (who in the organization will take the action recommended, the
Marketing Director, the Finance Director, the Business Development
iv. realistic and
v. time bound (when will they take the action, how long to complete
vi. Include multiple references to current best practices from
academic or practitioner sources that support each recommendation
Consider growing focus on the health aspect of traditional cigarettes versus the
less harmful alternatives like electronic cigarettes (PMI’s new IQOS product) and
vaping (PMI currently has no vaping products)
Consider the demand from smokers for flavoured smoking options (growing ban
of menthol flavoured cigarettes already implemented in the EU and intended to
be implemented in the USA soon, for example) which could be catered to if the
company would create products like flavour cards or capsules that can be
purchased separately to recreate the iconic Marlboro menthol or other flavours
Your work must be correctly referenced throughout in the Harvard format. 30 References are
required of which at least 20 must be from peer reviewed journals.
Font size 12, Times New Roman. Spacing 1.5. Total word count excluding tables and references
is maximum 5000 words.
The report must have a logical flow and be presented in a clean format. Use headings and
subheadings, all clearly outlined in a table of contents.
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