The challenging tobacco marketing environment - E-cigarettes and Imperial Brands Blu brand -Bussiness Assessment answer

The challenging tobacco marketing environment - E-cigarettes and Imperial Brands Blu brand - Bussiness Assessment 

Assessment Task:

 The challenging tobacco marketing environment has resulted in the recent development of ‘new-generation’ products that seek to achieve a variety of strategic objectives. For Assignment 2 you will focus on one of these new product categories - e-cigarettes.

 Assignment 2 assumes that a regulatory shift has taken place in Australia and both the sale and advertising of e-cigarettes and vaping will be legal from January 1^st 2020. (Regulations for traditional tobacco remain unchanged). You will focus on Imperial Brands Blu brand and you will develop an appropriate plan for its launch in Australia.

Strategic overview 

Provide a brief overview of Imperial Brand's current mission, strategic intent and longer-term strategies. Discuss in some detail the strategic rationale for e-cigarettes and Blu’s launch in Australia - for this purpose be sure to use a product-market strategic planning tool and key tobacco industry marketing concepts and themes covered in this unit.

Opportunities, segmentation and key challenges in Australia 

Briefly describe the potential market opportunity for Blu in Australia. Following the segmentation process, identify and describe a logical market segment for Blu to target in Australia, justifying your selection (NB. this element is the main component for this section of the assignment). Briefly describe the key challenges for Blu in the Australian market.

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