Philip Morris Case. Philip Morris is poised to follow the growth strategy. By investing in companies such as Miller Brewing Company and Seven Up, they have decided to focus on increasing sales and profits
Mark Fetsko
2/23/2010
Philip Morris Case
A grand strategy is a comprehensive approach for achieving goals of an organization. Of the three basic strategies within this concept, Philip Morris is poised to follow the growth strategy. By investing in companies such as Miller Brewing Company and Seven Up, they have decided to focus on increasing sales and profits of the organization in the long term, with hopes of positioning themselves as a leader within their industry. They are taking risks by entering new markets with existing products. By changing the slogan of Miller High Life, they were able to appeal to more drinkers thus increasing their sales comparable to Budweiser. They were equally as successful using the growth strategy with Miler Lite, providing satisfaction to the calorie conscious drinkers. Using Miller Lowenbrau, they were able to cater to status conscious beer drinkers. After purchasing Seven Up, they were able to shake up the current market by appealing to consumers favoring less caffeine in their cola’s. By the time they purchased Rothmans International, Phillip Morris had already penetrated the domestic market place and is now looking forward with visions of truly expanding their portfolio on a global scale. These are all examples of a company using the growth strategy and taking advantages of many opportunities that follow such tactical planning.