Smoking Prohibited: Culture of Tobacco Consumption and the Impending Market Resilience: Case study : Marketing Strategy of Tobacco Employed in China
Tupala, Johanna (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052212876
https://urn.fi/URN:NBN:fi:amk-2023052212876
Tiivistelmä
This research's primary objective is to conduct a case study on the tobacco industry and determine how its marketing strategy is implemented in China. The ongoing prosperity of the tobacco industry is an additional issue implied by this thesis.
The thesis employed qualitative data collection and a comprehensive literature review focusing on the primary aspect of marketing and advertising, consumers' needs and values, and the impact of competitive markets and branding to support the case study methodology. Due to differences in culture, attitudes, and personal experiences, the use of a questionnaire or interview would have produced inaccurate data and applied complications in interpreting the responses.
Using the marketing tools Pestle and the Marketing Mix, the current state of the tobacco industry and its impact on society and the environment can be identified and comprehended in the context of tobacco's consumer markets and attitudes towards it.
The author summarises the findings by evaluating the three most prevalent and consistent marketing strategies sustained by the largest tobacco company in China and its relevance to the literature review in the Thesis.
The thesis employed qualitative data collection and a comprehensive literature review focusing on the primary aspect of marketing and advertising, consumers' needs and values, and the impact of competitive markets and branding to support the case study methodology. Due to differences in culture, attitudes, and personal experiences, the use of a questionnaire or interview would have produced inaccurate data and applied complications in interpreting the responses.
Using the marketing tools Pestle and the Marketing Mix, the current state of the tobacco industry and its impact on society and the environment can be identified and comprehended in the context of tobacco's consumer markets and attitudes towards it.
The author summarises the findings by evaluating the three most prevalent and consistent marketing strategies sustained by the largest tobacco company in China and its relevance to the literature review in the Thesis.