Marlboro Case Study

1064 Words5 Pages
Cheryl Yao Instructor: Stephen P. Davis Business English Writing July 2nd, 2015 Up in Smoke: Marlboro’s Road to Success “Man Always Remember Love Because of Romance Only”, it is said that this is the origin of the name of an American cigarette brand, Marlboro. Currently, Marlboro has become a well-known company and its branches have scattered all over the world, but the success of this company wasn’t achieved easily, effective change to its target market, sensible expansion into international market, and quick responses to government regulations led Marlboro to gain success after the 1950s. Effective change from feminine market to a masculine one is a significant turning point for Marlboro. In fact, before successfully switching to the male market, Marlboro company targeted at female market but the company ignored the inherent limitations of the female market in the cigarette industry. According to the survey conducted by Teresa K King, “most women smokers are more dissatisfied with their bodies than women in general”, the possible reason being that smoking would eventually deteriorate their body image, especially when considered woman would have babies once they got married, cigarette smoking is highly likely to negatively affect infants. A survey from the U.S. Department of Health and Human Services in1994 shows that “cigarette smoking increases the risk for infertility, preterm delivery, stillbirth, low birth weight, and sudden infant

More about Marlboro Case Study

Open Document